Several years ago a widely circulated report appeared in various media about the weight-loss benefits of drinking at least 24 ounces of milk daily along with undertaking a regular exercise regimen. The trade association responsible for promoting milk could have taken advantage of this publicity by placing ads on various health-oriented websites and linking the ads to media reports describing milk's weight-loss benefits. If they had done this they would have been using _____ advertising.
a. keyword-matching
b. generic
c. secondary-market
d. social-networking
e. content-targeted
Question 2Marketing-mix modeling typically employs which statistical technique to estimate the effects that the various marcom elements have in driving sales volume?
a. cluster analysis
b. structural equation modeling
c. multivariate regression analysis
d. ANOVA
e. MANOVA
Question 3Google enables online advertisers to run ads on websites other than Google's own site, which is known as _____.
a. keyword-matching advertising
b. hot-zoned advertising
c. content-targeted advertising
d. podcasting
e. blogging
Question 4Which technique is increasingly being used to assess the relative effect each program element has compared to the effects of other elements?
a. marketing-mix modeling
b. structural equation modeling
c. marketing optimization modeling
d. multidimensional scaling
e. calibration modeling
Question 5The two forms of search engine advertising available to online advertisers are _____.
a. wired and wireless
b. keyword-matching and content-targeted
c. primary and secondary
d. Internet and intranet
e. Internet and ethernet
Question 6What is the most complicated problem of all when assessing marcom performance?
a. How much data is necessary?
b. How much relative effect does each program element have compared to the effects of other elements?
c. How does one assess reliability and validity?
d. How can a researcher be sure that the data are appropriate for the metric being assessed?
e. How does one account for sampling and measurement errors?
Question 7Search engine advertising rests on the concept of _____, which are specific words and short phrases that describe the nature, attributes, and benefits of a marketer's offering.
a. keywords
b. analogies
c. natural words
d. search words
e. word-find
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