Both direct marketing and integrated marketing communications:
a. respond to fragmented media markets and audiences.
b. succeed when asked to provide standardized products to large target markets.
c. benefit from the increasing size of network broadcast audiences.
d. cannot effectively use databases to target specific markets.
Question 2A discrete scale is most often used to represent a classificatory variable, such as gender.
Indicate whether the statement is true or false
Question 3Detailed information about the demographics of the audience that views out-of-home ads has been available to marketers for the last fifty years.
Indicate whether the statement is true or false
Question 4Product placement is a form of non-personal selling where:
a. a company pays to have products displayed at the ends of grocery store aisles.
b. a company pays to have products displayed prominently in a motion picture.
c. companies do promotional tie-ins, such as Disney movie toys as incentives with every McDonald's Happy Meal.
d. a company positions its TV commercials during prime hours for its target market.
Question 5An absolute zero is a defining characteristic in determining between ratio and interval scales.
Indicate whether the statement is true or false
Question 6The oldest form of advertising with origins dating back literally thousands of years is out-of-home or outdoor advertising.
Indicate whether the statement is true or false
Question 7Rob is concerned about one of the products he manages. Sales have declined recently so he begins an intensive promotional campaign. What is his overall promotional objective?
a. Increase selective demand
b. Provide information
c. Stabilize sales
d. Increase primary demand
Question 8A classic example of an interval scale is a Fahrenheit temperature scale.
Indicate whether the statement is true or false
Question 9________ is a financially prudent way of offsetting a competitor's effort to obtain an advantage over your company or brand.
a. Ambushing
b. Customizing
c. Image matchup
d. Sponsorship
Question 10A differentiated demand schedule for a product:
a. means that competitive products are viable alternatives for each other in the mind of the consumer.
b. implies a unique product with no competitive offerings.
c. means that products have perceived differences that allow more price flexibility.
d. means that alternate media, Internet, and print advertising are required to set a product. apart from its competition.
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