Historically, the outdoor industry has relied on information provided by ____ for audience ...

Historically, the outdoor industry has relied on information provided by ____ for audience measurement.
 a. Nielsen Media Research
  b. Mediamark
  c. The Traffic Audit Bureau
  d. Buzzone Research
  e. Starch Media Research

Question 2

Response error can be caused by
 a. poorly written items.
  b. respondent's attitudes and emotions.
  c. interviewer bias.
  d. All of these are correct.
  e. Both a and b are correct.

Question 3

While mobile advertising is continuing to grow in popularity and impact,
 a. other digital channels and traditional communication channels head toward irrelevance.
  b. marketers should wean themselves off of traditional channels but continue to pay attention to other digital channels.
  c. marketers should take care to ignore neither traditional channels nor other digital channels.
  d. a crash is inevitable.

Question 4

One limitation of outdoor advertising is ____.
 a. lack of geographic flexibility
  b. high cost per thousand
  c. narrow reach and frequency levels
  d. inability to pinpoint specific market segments
  e. audience fragmentation

Question 5

Duplication in the list of sampling units results in
 a. sampling error.
  b. data collection error.
  c. systematic error.
  d. response error.
  e. overcoverage error.

Question 6

Ads on ________ are similar to other types of Pay Per Click ads.
 a. Facebook
  b. a portal like Yahoo
  c. a newspaper website
  d. All of these are correct.

Question 7

Billboard advertising provides an excellent opportunity to reach consumers as a last reminder before purchasing. This is why ____ are among the heaviest billboard users.
 a. business-to-business firms
  b. computer manufacturers
  c. grocery stores
  d. restaurants
  e. hi-tech firms

Question 8

Which of these sampling frames is most likely to produce the largest noncoverage bias problem?
 a. Declared marketing majors in the College of Business
  b. The metropolitan area telephone book
  c. A department store's charge account customers
  d. Heads of households in the graduate student apartment complex
  e. Clients of an insurance office

Question 9

A user enters a search term on Google. A relevant website shows up and the user navigates there. This is an example of which customer acquisition channel?
 a. search engine marketing
  b. paid keyword placement
  c. organic traffic
  d. affiliate programs