A ____ requires a consumer to pay most of the cost of an item received as a premium.
a. free premium c. self-liquidating premium
b. price-off deal d. trial offer
Question 2Concretizing is rarely used in advertising because it does not facilitate consumer learning and retrieval of brand information.
Indicate whether the statement is true or false
Question 3Which of the following is a true statement about data mining?
a. Data mining can uncover previously unsuspected patterns in the data.
b. Marketers require the assistance of statisticians to get information from data mining routines.
c. Data mining routines were developed specifically to deal with the massive amounts of data available from the Internet.
Question 4Radio-listening statistics gathered by Arbitron are typically collected using
a. people meters.
b. telephone surveys of representative listener samples.
c. audiometers.
d. diaries placed in a panel of households.
e. personal interviews.
Question 5Which one of the following is not a reason why sales promotions have become a more popular tool for companies over the past 10 to 15 years?
a. Companies are demanding greater accountability for their marketing expenditures.
b. Companies are feeling the pressure for immediate revenue.
c. Companies are understanding the benefits of adding value in consumers' minds.
d. Companies are understanding the need for a consistent image over time.
Question 6An exemplar is a specimen or model of a particular concept or idea.
Indicate whether the statement is true or false
Question 7________ is a simple type of test frequently used in various marketing media.
a. Control group
b. Factorial design
c. A/B split
Question 8Which of the following is FALSE?
a. People meters attempt to measure the channels to which a television set is tuned and who is watching the television set.
b. Radio listening statistics are typically obtained through the use of diaries.
c. It is difficult to count the number of times that a website or web banner ad has been accessed.
d. Both a and b are correct.
e. a, b, and c are all correct.
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