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NEW Marketing 4.03 - 4.04
Test Description: 4.03 - 4.04
Instructions: Answer all questions to get your test result.
1) What is an example of a successful direct-response advertisement?
A
A popular tourist attraction places a billboard in a remote location.
B
A local grocer distributes discount coupons to local businesses.
C
A person orders an exercise machine by telephone after viewing an infomercial.
D
A movie theater shows several previews of new films and video releases.
2) What best describes the goal of amplified word-of-mouth?
A
Encouraging customers to provide both positive and negative feedback
B
Building loyal relationships with the customers
C
Improving the best quality of goods and services the business offers.
D
Providing information to activists to share with others.
3) What is a benefit to businesses of positive word-of-mouth communication?
A
Decreased operating expense
B
Decreased advertising costs
C
Increased sales
D
Increased product mix
4) Alexandria has been using Look-So-Good cosmetics for several years and would not consider changing brands. In fact, Alexandria likes the cosmetics so much that she has become an advocate for the cosmetic company. She tells everyone about the featur
A
Shill marketing
B
Organic marketing
C
Virtual marketing
D
Mobile marketing
5) What is a common thread among all direct advertising strategies?
A
They intend to motivate the consumer to take action
B
They use a proven creative technique with a strong headline and a little copy.
C
They communicate with all consumers as one group with common likes and dislikes.
D
They try to get consumers' attention by communicating in the most unusual ways possible.
6) A small retail chain that sells specialized products for sports enthusiasts is located in a resort area that receives most of its business during the summer. To increase year-round sales, management wants to use direct-mail advertising. What format
A
Niche catalogs
B
Box-holder flyers
C
Computer kiosks
D
Cable television shopping channels
7) What is a common communications channel used in public relations?
A
product displays
B
Billboards
C
trade shows
D
press releases
8) The reason for using certain communications channels, such as coupons, in sales promotion is to
A
create long-term demand.
B
advertise a new product
C
generate an immediate response.
D
persuade customers to remain loyal.
9) The use of communications channels in public-relations activities is an important part of
A
advertising an image
B
targeting customers.
C
marketing products
D
providing information
10) Ben recently purchased a cellular telephone. The manufacturer provided a form and a special code with the telephone's packaging. Ben completed the form, copied his sales receipt, and mailed these items back to the manufacturer along with the part o
A
rebate
B
coupon
C
sweepstakes
D
Warranty
11) What communication channels is a corporation's public-relations department most likely to use to maintain positive relationships with shareholders?
A
Policy manuals, commercials, and sponsorships
B
Press releases, online social networks, and print advertisements
C
Newsletters, annual reports, and the company's web site
D
News conferences, consumer blogs, and employee manuals.
12) During one scene of a popular television show, an actor pours a box of brand-name cereal into a bowl and begins to eat it. What does this exemplify?
A
Product programming
B
Brand awareness
C
Brand identification
D
Product placement
*select an answer for all questions
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