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block

The local radio station broadcasts a story about a dry cleaner chain that requested coat donations. The dry cleaners would clean the coats and deliver them to people in need. The various addresses of the dry cleaner chain were also broadcast so that donations could be dropped off. Since this featured business did not pay for this exposure, it is benefiting from which of the following?

Select the correct answer(s).  

(0/0)

---

publicity

direct marketing

sales promotion

personal selling

advertising

none

Social media may be more effective than traditional marketing communication channels because it offers more flexibility for content and duration.

Select the correct answer(s).  

(0/0)

---

False

True

none

The most important method of promotion for consumer goods is

Select the correct answer(s).  

(0/0)

---

public relations

trade promotion

advertising

personal selling

sales promotion

none

Marketing managers use a(n) ___ to communicate strategy to advertising agencies.

Select the correct answer(s).  

(0/0)

---

executive summary

annual report

RFP

pitch

creative brief

none

Social media marketing may be more effective than traditional marketing because social media does which of the following?

Select the correct answer(s).  

(0/0)

---

it offers flexibility for content, has credible word-of-mouth communications, and can build awareness at a lower cost than traditional marketing

it allows marketers to measure cost-per-action

it offers flexibility for content, has credible word-of-mouth communications, and builds awareness at a significantly higher cost than traditional marketing

none of the above

none

Advertising and publicity are best at creating which of the following?

Select the correct answer(s).  

(0/0)

---

interest

all the above

product awareness and interest

closing sales and interest

product awareness and interest

closing sales

none

Which cost figures best represents a firm's success using Facebook?

Select the correct answer(s).  

(0/0)

---

CPC

CPM

Number of Facebook fans

CPA

daily views

none

Why do companies promote?

Select the correct answer(s).  

(0/0)

---

to make more people want the product

the make demand more elastic

the increase supply

to make customers more price sensitive

none

The ultimate marketing goals of using social media are

Select the correct answer(s).  

(0/0)

---

selling products and taking orders

creating awareness and marketing communications

building brands and marketing communications

selling products and marketing communications

none

Bob runs his own business called the Taco Truck. He is changing locations around NYC every day during the lunch hours. He wants to start using social media to send short messages to all of his customers to let them know where his truck will be parked every day. Which type of social media should he begin using?

Select the correct answer(s).  

(0/0)

---

MySpace

Youtube

LinkedIn

Twitter

Facebook

none

Nestle wants to use social media to advertise its new peppermint drumstick ice cream. The media goal is to generate awareness and build a community around its new drumsticks with creamy venter filling. Which social media service would be best?

Select the correct answer(s).  

(0/0)

---

YouTube

twitter

Google AdWords

facebook

none

A banner ad on bhg.com for the Kindle Fire says, "Enjoy your favorite magazines! Up to 87% off. Click here." Like most banner ads, this ad's main objective is which of the following?

Select the correct answer(s).  

(0/0)

---

cognitive

behavioral

actionable

affective

differentiating

none

A creative brief consists of four segments. The Snickers brand is the best-selling candy bar of all time and is estimated to have annual global sales over $2 billion. Since the brand was introduced, Snickers has been known "for its ability to replenish needed energy, indulging cravings for something sweet and nourishing, and its ability to satisfy". This example of which part of the creative brief?

Select the correct answer(s).  

(0/0)

---

key customer groups

executional considerations

copy strategy

brand legacy

key competitors

none

As a budding social media intern, you know that ___ is the fuel driving internet traffic

Select the correct answer(s).  

(0/0)

---

Facebook posts from your company's Facebook page

a new viral video on YouTube

fresh content in a blog post from the company's blog

Tweets from your company's Twitter account

none

Advertisers need to make the ___ obvious because normal people ignore ads unless they are in the market to buy or looking to justify their purchase decision.

Select the correct answer(s).  

(0/0)

---

benefits

product and benefits

all of the above

company (advertiser)