The knowledge, expertise, or skills possessed by an endorser is referred to as ____.

The knowledge, expertise, or skills possessed by an endorser is referred to as ____.
 a. credibility
  b. trustworthiness
  c. attractiveness
  d. expertise
  e. values

Question 2

Which of the following is a true statement about acquisition of online customers?
 a. Acquisition of online customers can be accomplished only online.
  b. Acquisition of online customers can make use of both offline and online techniques.
  c. Is more costly than acquiring offline customers.

Question 3

Which is an independent variable in a study where Tractor Supply, a retailer of garden and farming equipment, increases the price of its most popular lawn tractor by 5 every month for three months and sees its effect on market share in the Dallas metropolitan area?
 a. The variable being manipulated by the researcher to cause the change
  b. A 5 increase in retail price every month for three months
  c. The variable affected by the change
  d. Both a and b are correct.
  e. Changes on market share after 3 months

Question 4

Promoting a product through press releases or events is a public relations tactic to increase sales.
 
 Indicate whether the statement is true or false

Question 5

Laurie was influenced to purchase a set of children's books and tapes from an infomercial that used Angela Lansbury, an actress that played a murder mystery writer in a television series called Murder She Wrote, as the endorser. Actually, Ms. Lansbury presented the entire sales pitch and discussed the merits of the product. Laurie perceived Ms. Lansbury to be honest and believable. Which attribute of endorser credibility does this represent?
 a. trustworthiness
  b. expertise
  c. similarity
  d. familiarity
  e. liking

Question 6

Making a marketing video is more than just shooting some cool footage. The text discusses some of the best practices for making use of the power of marketing videos. Discuss three things that should be done in order to have the best chance of making a video that will have marketing impact.

Question 7

In an experiment, which type of outcome variable(s) does a researcher have NO control and NO ability to manipulate?
 a. Dependent variables
  b. Independent variables
  c. Extraneous variables
  d. Both the independent and dependent variables
  e. All of these are correct.

Question 8

Public relations is a marketing and management function focusing on communications that foster goodwill between a firm and its constituents.
 
 Indicate whether the statement is true or false

Question 9

____ refers to the honesty, integrity, and believability of a source.
 a. Trustworthiness
  b. Attractiveness
  c. Credibility
  d. Values
  e. Expertise