The main aim of editing is to
a. ensure that the analysis is valid.
b. establish minimum quality standards for the raw data.
c. establish a balance between costs and accuracy.
d. establish codes for the raw data.
e. impose maximum quality standards on the raw data.
Question 2Links, content, tags, title, and URL are all part of the basics of SEO.
a. True
b. False
Indicate whether the statement is true or false
Question 3The organization that promulgated a code of high ethical standards for advertising in 1924, and updated the code in 1990 is the ____.
a. Federal Trade Commission
b. National Advertising Review Council
c. American Advertising Federation
d. Children's Advertising Review Unit
e. American Association of Advertising Agencies
Question 4Which of the following is NOT one of the steps that must happen before data can be analyzed?
a. Editing the data
b. Coding the data
c. Interpreting the data
d. Building the data file
e. Cleaning the data
Question 5Natural and organic search results are synonymous terms.
a. True
b. False
Indicate whether the statement is true or false
Question 6One criticism of advertising that contends that it tends to portray certain groups in very narrow and predictable fashion, or it ____.
a. targets economically disadvantaged consumers
b. creates and perpetuates stereotypes
c. is untruthful and deceptive
d. is manipulative
e. plays on people's fears and insecurities
Question 7Discuss at least five (5) ways in which response rates might be improved.
Question 8Google is the only Internet search engine.
a. True
b. False
Indicate whether the statement is true or false
Question 9Which of the following statements is true regarding advertising's manipulative power?
a. Bad consumption decisions are proof of advertising's manipulative power over consumers.
b. The only way marketing communications can actually influence consumers is through overt, non-subtle ways.
c. A primed goal state generated by advertising remains an active driver of judgments and behavior over the long run.
d. Advertising practitioners do not have any ability to influence consumers in very subtle ways.
e. People, when consciously aware that attempts are being made to persuade or influence them, have the cognitive capacity to resist efforts to motive them in a direction they wish not to be moved.
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