Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses ____ as a research tool to gain this information.
A) futurism
B) social networking
C) giveaways
D) promotional events
E) sponsorship
Question 2Which of the following is the best example of native advertising?
A) The Old Spice man uses humor to promote Old Spice so the campaign goes viral on the Internet.
B) Ben & Jerry's takes out an advertisement describing how their ice cream does not use GMOs and supports the humane treatment of cows.
C) Fidelity Investments sponsors an article on the Forbes website that discusses whether to accept an employer's buyout offer.
D) Red Bull sponsors the space jump of daredevil Felix Baumgartner as a way to generate publicity.
E) Coca-Cola acts as the primary sponsor of this year's Special Olympics.
Question 3____ relates to perceptions of value and is the most flexible element of the marketing mix.
A) Distribution
B) Pricing
C) Store location
D) Product mix
E) Promotion
Question 4Barnes and Noble sells online through its website, while also selling through physical store locations. This type of retailing is referred to as
A) brick-and-clicks.
B) side-by-side.
C) bricks-and-mortar.
D) online-specialty.
E) web-only.
Question 5_______________ is digital advertising that matches the appearance and purpose of the content in which it is embedded.
A) Native advertising
B) Institutional advertising
C) Comparative advertising
D) Content advertising
E) Advocacy advertising
Question 6Canon Inc is releasing a new version of its EOS Rebel camera. As part of the launch, they have submitted a 2,500-word story to Popular Photography, a magazine for camera users. This is a public relations tool known as
A) publicity.
B) a news release.
C) a captioned photo.
D) a feature article.
E) a press conference.
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