Some companies and researchers use exploratory techniques almost exclusively in gathering primary data.
a. True
b. False
Indicate whether the statement is true or false
Question 2The British beef industry was rocked by reports of mad cow disease in its herds. To deal with the concerns raised, the industry had to adopt a reactive public relations strategy.
Indicate whether the statement is true or false
Question 3Ad serving is necessary for most sites because:
a. matching availability of ad space on sites to advertiser needs is complicated.
b. the software required is complex and expensive.
c. both of the above.
Question 4____ represents the quality of being admired or even esteemed due to one's personal qualities and accomplishments.
a. Expertise
b. Trustworthiness
c. Respect
d. Familiarity
e. Liking
Question 5The Houston Astros want to determine whether varying the level of advertising on local TV stations and newspapers has any effect on attendance. Which of the following is the dependent variable?
a. Attendance
b. Level of TV advertising
c. The number of channels on which ads are run
d. The number of repeat customers
e. Number of newspaper advertisements
Question 6A public relations plan identifies the objectives and activities related to the public relations communications issued by a firm.
Indicate whether the statement is true or false
Question 7Ad serving:
a. makes it difficult for marketers to understand whether their advertising is effective.
b. is the distribution of ads to sites that will include them in the content of their pages.
c. is the placement of ads on websites by specialized marketing services agencies.
Question 8Which of the following is true regarding the source attribute of attractiveness?
a. Attractiveness refers only to physical attractiveness.
b. Attractiveness and credibility are basically different labels for the same concept.
c. An endorser, although physically unattractive, may be perceived as attractive if consumers share a sense of similarity with him or her.
d. Attractiveness is a far more important attribute for a celebrity to possess than is credibility.
e. An endorser must be considered physically attractive, well-respected, and perceived as similar to the audience to be effective.
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