By far, the easiest of all the promotional elements to measure for effectiveness is
a. direct marketing.
b. advertising.
c. sales promotion.
d. public relations.
Question 2The marketing director has asked you to draw up a list of arguments to be used for her presentation to top management about the benefits of the brand engaging in social media. What arguments would you recommend. optional; Identify a social media marketing campaign that could be used and explain why it would be a persuasive example.
Question 3IRI's BehaviorScan procedure enables which types of testing of television commercial effectiveness?
a. pretests and posttests
b. weight tests and copy tests
c. recall tests and recognition tests
d. awareness tests and persuasion tests
e. persuasion tests and purchase tests
Question 4Which of the following is NOT true of a questionnaire with a high degree of structure?
a. They are relatively simple to administer.
b. They are difficult to code.
c. They are associated with greater consistency of answers.
d. There is no probing or follow-up questions.
e. They are easier to analyze.
Question 5The term for the number of occasions in which a user interacts with a site during a given period is:
a. visits.
b. hits.
c. click-throughs.
d. page views.
Question 6Write a brief scenario that highlights ways in which a person might interact with various brands in the course of social network activity during a day.
Question 7Joe has an identification card that he presents at the grocery store checkout on every shopping occasion. He is taking part in ____.
a. the Hawthorne Experiment
b. the TRACE Method
c. the Emotional Measurement System
d. ACNielsen's SCANTRACK
e. IRI's BehaviorScan
Question 8A television network sponsors a survey that contains the question, How often do you watch television? This question is an example of a
a. low-structured question.
b. disguised question.
c. high-structured question.
d. close-ended question.
e. fixed-alternative response question.
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