Describe the objectives and features of Influencer Marketing, including profiles of the several types in use today: Professional Influencers, the cultivation of Connectors, and Buzz and Viral marketing.
Question 2Following good email marketing principles, a company gathered ________ (Q10) to send future emails about its products and asked customers to ________ (Q11) to receive promotional mailings via email.
a. opt-Out
b. double-Click
c. opt-in
Question 3Comparative advertising is particularly effective for promoting brands that ____.
a. are new to the market
b. have technological advances included in their features
c. are in the decline stage of the product life cycle
d. have been introduced to the market with sales promotion
e. possess distinct advantages relative to competitive brands
Question 4Which type of primary data is concerned with anticipated or planned future behavior?
a. Personality/Lifestyle
b. Awareness/Knowledge
c. Demographic/Socioeconomic
d. Intentions.
e. Behavior
Question 5How do proactive and reactive public relations strategies differ? Describe the steps necessary to implement each strategy.
Question 6Following good email marketing principles, a company gathered ________ (Q10) to send future emails about its products and asked customers to ________ (Q11) to receive promotional mailings via email.
a. transactions
b. email addresses
c. permission
Question 7Which of the following statements is true concerning comparative advertising?
a. Comparative advertising generates fewer purchases than noncomparative ads.
b. Noncomparative advertising is better than comparative ads in promoting recall of message arguments.
c. Comparative advertising generates stronger intentions to purchase the sponsored brand.
d. Comparative advertising is particularly effective for promoting brands that do not possess distinct advantages relative to competitive brands.
e. Comparative advertising is no better than noncomparative advertising in enhancing brand name recall.
Question 8A person's ideas, convictions, or liking with respect to a particular object or idea are
a. wants.
b. attitudes.
c. motives.
d. needs.
e. intentions.
Question 9Describe the purpose of a public relations audit. What sources of information are used? What types of information are gathered?
Question 10The Golden Rs of email marketing include:
a. reciprocity.
b. recency.
c. relevance.
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