A surfboard manufacturer decides to promote the sales of his product by offering discounts on the Internet via an email campaign. Consumers simply have to click on a link in the email, and they will be able to avail the offer. The advantage of using this technique is that it not only increases brand awareness for the company, but also:
a. measures the number of users who display interest in the site.
b. provides information on the bounce rate.
c. increases consumer loyalty toward the brand.
d. acquires the consumers' email information and opt-in contact.
Question 2One of the main reasons why social class may not be completely reliable in predicting the preferences and tastes of
Americans is that:
a. it has little to do with demographics.
b. it has a hierarchical structure and involves assigned membership.
c. many people with a huge range of income call themselves middle class.
d. is static, unchanging, and permanent.
Question 3The managers of a fast-food chain want to publicize their restaurants. They would like to invest in a sales promotion strategy that would promote positive word of mouth, mass exposure, increased brand awareness, and getting new customers. Their aim is a high frequency promotion that leads to speedy sales. As an Internet advertising specialist, which of the following sales promotion strategies would you recommend?
a. Social couponing sites
b. Ads on the radio
c. Pop-up ads
d. Display/banner ads
Question 4Which of the following is stratification based on?
a. Political beliefs
b. Emotional intelligence
c. Religious beliefs
d. Income
Question 5Which of the following is an advantage of using online sales promotions?
a. They promote banner ads and pop-ups along with the product.
b. They provide clear directions to customers on how to buy a product from the nearest store.
c. They create bonds that build social pressure to buy the brand.
d. They give consumers an opportunity to check out new products without the pressure of a salesperson.
Question 6A person's standing in an American society is often based on social stratification, which reflects the systematic
inequalities within that society regarding:
a. caste and gender.
b. cultural engagement and emotional intelligence.
c. wealth, power, education, and status.
d. religious beliefs, morals, and values.
Question 7Which of the following is considered ethically negative in the context of advergames?
a. Targeting children with advertising content
b. Targeting adolescents who are academically poor
c. Prompting a change in consumer behavior
d. Creating awareness about social issues
Question 8A commercial for hot dogs says that it's not the Fourth of July unless there is a cookout, and it's not a cookout
unless there is a grill full of hot dogs. This ad attempts to tie the product to a:
a. social attitude.
b. purchasing habit.
c. cultural ritual.
d. social class.
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