Humorous advertisements in the United States generally involve the use of ____.
a. slapstick humor
b. exemplars
c. psychological reactance
d. incongruity resolution
e. cognitive dissonance
Question 2Test marketing is not restricted to testing sales potential of new products or communication efforts; it has been used to examine the effectiveness of almost every element of the marketing mix.
a. True
b. False
Indicate whether the statement is true or false
Question 3Which of the following primary objectives of public relations involves dealing with government officials and pending legislation?
a. promoting goodwill c. counteracting negative publicity
b. preparing internal communications d. lobbying
Question 4Which is a true statement about viral marketing?
a. It can bring a great deal of attention when it works.
b. It is a type of marketing that can be practiced by sites, large and small.
c. It is a questionable practice under existing communications laws.
Question 5In addition to Q-Ratings, ____ is(are) used to determine whether a prospective celebrity endorser matches well with the brand image and its intended target market.
a. sales quotas
b. subjective judgement
c. performance
d. product use
e. international rankings
Question 6The condition for establishing causality that is the most difficult to meet is the elimination of other explanations.
a. True
b. False
Indicate whether the statement is true or false
Question 7The classic role of public relations is
a. the use of unpaid media to convey a message that is traditionally carried by paid media.
b. to minimize any and all negative messages about a company.
c. to foster goodwill between a firm and its constituent groups.
d. the use of personal contact with media figures, with the goal of presenting products, services, or business organizations in the best possible light.
Question 8________ are designed to sign up other websites to sell products.
a. Portal deals
b. Ad networks
c. Affiliate programs
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