Many who are skeptical of a successful future for mobile phone advertising nonetheless believe this advertising medium may have value for _____.
a. packaged-goods manufacturers
b. business-to-business marketers
c. local retailers
d. service firms
e. clothing manufacturers
Question 2Specific measures that are used to judge marcom effectiveness are also called _____.
a. variables
b. metrics
c. coefficients
d. models
e. variances
Question 3Which metric can be used to measure the exposure value or popularity of a website or online ad?
a. average time per visit
b. number of unique visitors
c. average interval between user visits
d. proportion of repeat visitors
e. visitors' previous website search behavior
Question 4Which of the following is NOT a reason for the difficulty in measuring marcom effectiveness?
a. lack of ability by marcom practitioners
b. obstacles in identifying an appropriate measure, or metric, of effectiveness
c. complications with getting people throughout the organization to agree that a particular measure is the most appropriate
d. snags with gathering accurate data to assess effectiveness
e. problems with determining the exact effect that specific marcom elements have on the measure that has been selected to indicate effectiveness
Question 5Now mobile phones are common audio-visual devices for receiving information, entertainment, and advertisements and are being dubbed as the _____.
a. hot spot
b. first screen
c. second screen
d. third screen
e. next wave
Question 6Which of the following is a motivation underlying the increased focus on measuring marketing performance?
a. greater demands for accountability on the marketing function
b. the difficulty of measuring marketing performance
c. IRS requirements to report the gains from marketing investment
d. new importance of company profits
e. lack of tools to measure performance
Question 7_____ allows users to send and receive text messages on their mobile phones of up to 160 characters in length.
a. Hot spot technology
b. Tex-Mex Technology
c. Podcasting
d. Short Message System (SMS)
e. Blogging
Question 8The effect of marcom, or of its specific elements such as advertising, can be gauged in terms of whether it generates a reasonable _____.
a. return on marketing investment (ROMI)
b. return on customer investment (ROCI)
c. return on equity investment (ROEI)
d. return on brand investment (ROBI)
e. return on sales investment (ROSI)
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