Steps in developing an email campaign include:

Steps in developing an email campaign include:
 a. borrowing an inexpensive email list.
  b. measuring the results of the campaign.
  c. finding out what copy is available in company files.

Question 2

Ad advertisement for Imodium A-D anti-diarrheal medicine compares having to take two pills to several spoonfuls of the pink stuff.. Which type of comparative advertisement is this?
 a. direct
  b. indirect
  c. subtle
  d. inoffensive
  e. stealth

Question 3

Which of the following is NOT a demographic or socioeconomic characteristic?
 a. A feeling towards a brand
  b. Marital status
  c. Social class
  d. Gender
  e. Income

Question 4

If the managers of a business decide to use cause-related marketing, they should keep in mind that a recent Roper Starch Worldwide study showed that 58 percent of consumers
 a. cannot associate even one company with a cause it supports.
  b. typically are against any cause that a big business is in favor of.
  c. believe that the only reason a company supports a cause is to enhance the company's image.
  d. say that they are not concerned with social causes.

Question 5

Types of customer data that are important in good email marketing include:
 a. physical mailing address.
  b. purchasing behavior.
  c. color and font preferences.

Question 6

The practice in which advertisers directly or indirectly compare their products against competitive offerings, typically claiming that the promoted item is superior in one or several important purchase considerations, is called ____.
 a. competitive advertising
  b. head-to-head advertising
  c. comparative advertising
  d. frontal-attack advertising
  e. attack advertising

Question 7

Demographic and socioeconomic characteristics
 a. are easily gathered by researchers.
  b. represent attributes of people.
  c. are all easily verifiable.
  d. define consumer personality types.
  e. correlate highly with purchase intentions for specific brands.

Question 8

Phillips Petroleum ran an advertisement with the headline Every year, one of our investments has an average return of 15 million. The visual is a photograph of a duck landing on a lake. The copy explains that Phillips is helping to save endangered wetlands in several south-central and southwestern states. This is an example of
 a. an advocacy ad. c. a cause-related ad.
  b. a consumer goods ad. d. a public relations effort.

Question 9

The minimal acceptable standard for permission marketing is:
 a. opt-out.
  b. opt-in.
  c. confirmed opt-in.

Question 10

Which communication function do many advertising practitioners and scholars think music performs?
 a. attracting attention
  b. putting consumers in a positive mood
  c. making consumers more receptive to message arguments
  d. communicating meanings about advertised products
  e. all of the above