Reasons the lead generation and management process is important include:

Reasons the lead generation and management process is important include:
 a. regulating the number of sales that are made.
  b. reducing the cost of sales.
  c. proving to management that marketing is showing results.

Question 2

Depth interviews are best classified as an example of the _____ method of communication.
 a. structured-undisguised
  b. unstructured-undisguised
  c. unstructured-disguised
  d. structured-disguised
  e. structured-open ended

Question 3

Single-source systems of advertising measurement address the critical issue of whether an advertising campaign has actually driven increases in ____ and augmented the brand's market share.
 a. brand sales
  b. consumer awareness
  c. audience attention
  d. consumer loyalty
  e. target market knowledge

Question 4

Aside from measuring just the inquires or sales generated, direct marketing
 a. is more difficult to determine the effectiveness of then advertising.
  b. allows for a more refined evaluations against geodemographic objectives.
  c. is much less costly on a CPM basis then public relations.
  d. does not allow for a profitability or return on investment calculations because of its complexity.

Question 5

The basic marketing strategies include:
 a. customer value growth.
  b. customer conversion.
  c. both of the above.

Question 6

Which type of test transmits an identical commercial to two groups of households but varies the number of gross rating points (GRPs) between the groups during the course of the test period?
 a. pretests
  b. posttests
  c. message tests
  d. copy tests
  e. weight tests

Question 7

High structure is most useful when
 a. possible replies are well known.
  b. for obtaining factual information.
  c. for assessing attitudes about things that people know something about.
  d. All of these are correct.
  e. Both a and b are correct.