Effective brand building on the Internet requires:

Effective brand building on the Internet requires:
 a. intensive use of online advertising.
  b. combining interactivity and information-driven direct-response marketing.
  c. higher expenditures than offline brand building.
  d. All of these are correct.

Question 2

In order to encourage retailers to use P-O-P materials, manufacturers must design these materials to satisfy which of the following requirements? They are ____.
 a. attractive, convenient, and useful for consumers
  b. the right size and format
  c. user friendly
  d. sent to stores when they are needed
  e. all of the above

Question 3

Which of the following statements concerning response errors is FALSE?
 a. Respondents who understand a question may not always provide a truthful answer to the question.
  b. It is possible that a respondent may understand a question correctly but not actually know the answer to the question.
  c. Providing a don't know response category will often create difficulties in data analysis.
  d. Pre-testing the questionnaire with members of the relevant population is generally not effective at eliminating problems due to respondents misunderstanding questionnaire items.
  e. All of these statements are true.

Question 4

Which of the following purchase activities are primarily rational in nature?
 a. To educate and to convert.
  b. To educate and to persuade.
  c. To persuade and to convert.
  d. To entertain and to educate.

Question 5

Which of the following is NOT a reason why P-O-P materials go unused by retailers?
 a. does not satisfy the retailer's needs
  b. too difficult to set up
  c. too small
  d. only serves to transfer sales from one brand to another but does not increase the retailer's overall sales and profit for the product category
  e. not well-constructed

Question 6

The empirical evidence suggests which of the following does NOT affect the refusal rate?
 a. Nature of the respondent
  b. Sponsor of the research
  c. Nature of the subject
  d. Circumstances surrounding the contact
  e. All of these affect the refusal rate.

Question 7

Which of the following purchase activities are primarily emotional in nature?
 a. To persuade and to convert.
  b. To entertain and to convert.
  c. To entertain and to persuade.
  d. To educate and to persuade.

Question 8

Which of the following is a reason why P-O-P materials go unused?
 a. does not satisfy the retailer's needs
  b. takes up too much space for the amount of sales generated
  c. not well-constructed
  d. only serve to transfer sales from one brand to another but does not increase the retailer's overall sales and profit for the product category
  e. all of the above

Question 9

The rate of refusals depends on the
 a. respondent attitude at the time of initial contact.
  b. reason for the contact.
  c. place where contact was initiated.
  d. Both a and b are correct.
  e. a, b, and c are correct.