Exam 4 Questions

Chapter 9
1. Online musing by an individual or group is known as what?
a) blogs
b) e-active marketing
c) brand spiraling

2. The process of increasing the probability of a particular company's Web site emerging from a search is called what?
a) Cyberbait
b) viral marketing
c) search engine optimization

Chapter 10
1. Emphasizes consumer passing along information about a product to others is known as what?
a) lifestyle marketing
b) buzz marketing
c) guerrilla marketing

2. Marketing methods associated with the hobbies and entertainment venues of the target audience is known as what?
a) advergames
b) branded entertainment
c) lifestyle marketing

Chapter 11
1. The place where customers data are held is called?
a) lifetime value
b) trawling
c) data warehouse

2. What is the most common form of direct marketing

a)Direct mail

b) e-mail

c) telemarketing

Chapter 12

1. What sales promotion is defined as a price reduction offer?

a) sampling

b) coupons

c) bonus packs

2. Monies paid to remove an item from a retailer's inventory is known as what?

a) slotting fees

b) spiff money

c) exit fees

Chapter 13

1.Entitling is what kind of public relations strategy?

a) proactive

b) reactive 

c) enhancement

2. The mention of a company's name in a news story is known as what?

a) event marketing

b) entitlings

c) hit

Chapter 14

1.  The FTC stands for what?

a) Federal Trade Commission

b) Federal Taxes Committee

c)Formal Trade Commission

2. Beliefs or principles that individuals hold concerning what is right and what is wrong is known as what?

a) morals

b) ethics

c) religions

Chapter 15

1. Recognition Tests measure all of the following except. 

a). attitude

b). like-ability

c). comprehension

2. What is the method used to measure emotional responses to advertisements?

a) psychogalvanometer

b) warmth monitor

c) recall tests