In recent years, sales promotion expenditures have grown at an annual rate of about 4 to 8 percent, ...

In recent years, sales promotion expenditures have grown at an annual rate of about 4 to 8 percent, compared to
 a. a drop in sales promotion in foreign countries.
  b. close to 100 increase in advertising.
  c. no increase for advertising.
  d. about a 3 to 5 percent rate for advertising.

Question 2

Marketers can enhance the consumers' ability to access knowledge structures by employing verbal framing.
 
 Indicate whether the statement is true or false

Question 3

True statements about testing in the Internet environment are:
 a. testing requires a substantial amount of marketing research.
  b. testing provides information that is not ordinarily available to marketers in the mass media environment.
  c. both of the above.

Question 4

The Nielsen television ratings are computed from data gathered by means of
 a. people meters.
  b. telephone surveys of representative viewer sample.
  c. smartphone apps.
  d. gaming consoles that are attached to television sets.
  e. None of these are correct.

Question 5

The primary role for consumer sales promotion is to
 a. enhance the image of a brand.
  b. elicit an immediate purchase from a customer.
  c. encourage long-term purchasing of a brand.
  d. have a preference-building effect for a brand.

Question 6

Marketers can enhance consumers' opportunity to encode information by repeating the ad on multiple occasions.
 
 Indicate whether the statement is true or false

Question 7

Among the uses of CLV data to Harrah's is:
 a. to drive programs that increase customer value.
  b. to provide a powerful way to segment markets.
  c. both the above.

Question 8

One of the oldest services for measuring exposure to, and readership of, print media is
 a. Nielsen's Digital Voice.
  b. Arbitron.
  c. comScore's Mobile Metrix.
  d. Webtrends.
  e. GfK Group's Starch Ad Readership Program.

Question 9

Several factors have created a short-term orientation among marketing managers. Which of the following is a reason why this type of orientation exists in many organizations?
 a. pressure from stockholders to produce higher quarterly revenue
  b. pressure from shareholders to produce higher quarterly profits
  c. a bottom line mentality in many organizations
  d. rewards and punishments based on short-term returns are on the rise for most managers