The _____ is the U.S. government agency that has primary responsibility for regulating advertising at the federal level.
a. Food and Drug Administration (FDA)
b. National Advertising Review Board (NARB)
c. Better Business Bureau (BBB)
d. National Advertising Division (NAD)
e. Federal Trade Commission (FTC)
Question 2The likelihood that people will remain customers is known as the _____ rate.
a. discount
b. retention
c. acquisition
d. attrition
e. lifetime
Question 3Regulators have been most active in the area of _____.
a. advertising
b. personal selling
c. sales promotion
d. packaging
e. publicity
Question 4The net present value of the profit that a company stands to realize on the average new customer during a given number of years is known as _____.
a. brand equity
b. customer equity
c. customer lifetime value
d. marginal customer analysis
e. customer profitability
Question 5Regulation of advertising may result in buyers switching to another product or reducing their level of consumption after regulation is imposed. This is an example of _____ regulation.
a. unfair practices
b. covert marketing practices
c. information regulation in
d. unintended side effects of
e. Federal Trade Commission
Question 6A key feature of database marketing is that each present or prospective customer is viewed as not just an address, but rather as a(n) ____.
a. long-term asset
b. short-term asset
c. declining asset
d. unpredictable asset
e. number
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