While exploratory studies are rigid in nature, descriptive studies are considered flexible.
a. True
b. False
Indicate whether the statement is true or false
Question 2When pet food brands provide product samples and informational brochures to veterinarians to give to pet owners who visit them they are doing corporate image marketing.
Indicate whether the statement is true or false
Question 3The technique that serves ads to Internet users based on tracking of their Internet activities is:
a. behavioral advertising.
b. personalized advertising.
c. re-targeting.
Question 4When Josh was seventeen, he killed a family of four in a drunk driving accident. As part of his community service, Josh goes around to high schools telling other teens about the terrible thing he did in an attempt to prevent them from doing the same thing. Based on this information, why do you think Josh is considered an attractive source for this type of message?
a. He is perceived as similar to the audience he is trying to influence.
b. He has earned a high level of respect due to his accomplishments.
c. He is physically attractive.
d. He is an inexpensive endorser for this cause.
e. He has a high Q-score.
Question 5A test market study is a form of causal research.
a. True
b. False
Indicate whether the statement is true or false
Question 6Think of influencer marketing as a set of conversations involving an influencer, a consumer, and a brand.
Indicate whether the statement is true or false
Question 7Ways of targeting Internet ads include:
a. contextual.
b. marketing research.
c. lifestyle.
Question 8____ represents the degree to which an endorser matches an audience in terms of characteristics pertinent to the endorsement relationship - age, gender, ethnicity, etc.
a. Expertise
b. Trustworthiness
c. Respect
d. Similarity
e. Liking
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