The arbitrary approach to setting an advertising budget often results in inappropriate spending of the firm's resources.
Indicate whether the statement is true or false
Question 2The ability to obtain digital information is referred to as
A) accessibility.
B) addressability.
C) interactivity.
D) connectivity.
E) control.
Question 3To assume that sales create advertising is incorrect.
Indicate whether the statement is true or false
Question 4Digital media such as blogs allow marketers to interact with prospective customers in
A) person.
B) an assertive manner.
C) a nonthreatening environment.
D) real time.
E) friendly environment.
Question 5When sales go up, advertising should be increased; when sales decline, advertising should be decreased.
Indicate whether the statement is true or false
Question 6Walgreens has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website.
A) accessible
B) controlled
C) linked
D) addressable
E) interactive
Question 7The advertising budgets for industrial products are usually large relative to the sales of the products.
Indicate whether the statement is true or false
Question 8____ allows customers to express their needs and wants directly to a company in response to its marketing communications.
A) Sociability
B) Addressability
C) Interactivity
D) Accessibility
E) Control
Question 9Most often, the opinions of a firm's personnel are used to develop the advertising platform.
Indicate whether the statement is true or false
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