Whatever the measure chosen, any effort to meaningfully assess marcom performance necessitates ...

Whatever the measure chosen, any effort to meaningfully assess marcom performance necessitates having data that are _____.
 a. short-term and long-term
  b. communication-based and sales-based
  c. representative and normal
  d. normal and bi-modal
  e. reliable and valid

Question 2

Which is the leading search engine?
 a. Google
  b. Yahoo
  c. Bing
  d. MSN
  e. YouTube

Question 3

Why is it difficult to gain agreement on a suitable system for measuring marcom performance?
 a. People are uncooperative.
  b. People in other disciplines do not understand marketing and marketing communications
  c. Individuals from different backgrounds and with varied organizational interests often see the world differently or operate with varying ideas of what best indicates suitable performance.
  d. There is so little difference among the measures that it is difficult for individuals outside of marketing to understand them.
  e. If it isn't in terms of dollars, others in the organization don't even want to look at it.

Question 4

Which form of advertising only targets those with a known interest in a product?
 a. contextual advertising
  b. content advertising
  c. search advertising
  d. behavioral targeted advertising
  e. cookie advertising

Question 5

A recent study by the Association of National Advertisers found that among the most common metrics used for measuring ROMI was _____.
 a. change in consumer purchase behavior
  b. incremental sales revenue generated by marketing activities
  c. increases in S-O-M compared to changes in S-O-V
  d. changes in brand loyalty generated by advertising
  e. changes in brand image with increased expenditure on sales promotion

Question 6

Mobile phones are being called _____ because they are so common.
 a. brand in the hand
  b. third screen
  c. replacement technology
  d. minibooks
  e. smartphones

Question 7

Harold is trying to determine the appropriate metric his company should use to gauge the effectiveness of its marcom efforts. Which of the following is a possible option?
 a. brand awareness
  b. attitudes toward the brand
  c. purchase intentions
  d. sales volume
  e. All of these are correct.