A benefit of press releases is that the news media cannot edit any part of the press release.
Indicate whether the statement is true or false
Question 2Lance Armstrong, an American who won seven straight Tour de France bicycling events, appeared in a television advertisement endorsing Trek bicycles claiming they are the best money can buy. Lance's ability to favorably influence the audience's perceptions of Trek bicycles is likely due to his ____ as it relates to this product.
a. expertise
b. power
c. attractiveness
d. sex appeal
e. familiarity
Question 3Online advertising includes:
a. listings on directory sites.
b. search ads.
c. ads in print newspapers.
Question 4Dell Corporation sent five different versions of their email to customers to determine which message was most effective at getting customers to make online purchases. While online sales rose by nearly 20, two of the versions demonstrated higher than normal click-through rates. Such experimentation done in a realistic environment would be called a
a. field experiment.
b. laboratory experiment.
c. survey experiment.
d. cross-sectional experiment.
e. longitudinal experiment.
Question 5A company that specializes in community recycling opens a recycling center in a town that has never had access to a recycling center before. The company invites a reporter from the local newspaper to do an exclusive story on the center. The advantage of this tactic, as opposed to sending out a press release, is that the story is more controllable.
Indicate whether the statement is true or false
Question 6Assume that John, a highly credible music critic, gives a rave review of a new album by the Corrs and that consumers form a positive attitude toward the album. In this instance, attitude is formed through the psychological process of ____.
a. compliance
b. conditional
c. identification
d. subconscious
e. internalization
Question 7Internet customer acquisition tools include:
a. affiliate programs.
b. online display ads.
c. both of the above.
Question 8S.C. Johnson has developed an ingenious twist on their widely available wood cleaner Pledge called Pledge wipes. The marketing manager wishes to test market the new product, but they are hesitant to do so because other manufacturers of home cleaning products could easily duplicate S.C. Johnson's modification. Which type of test marketing would you recommend where consumers are shown the new wipes and asked to rate its features?
a. Controlled test market
b. Standard test market
c. Simulated test market
d. Electronic test market
e. None of these are correct.
Question 9One possible target of a public relations effort is politicians.
Indicate whether the statement is true or false
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