Study Guide and Quiz Answers

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1
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Which of the following marketing messages are consumers most likely to trust?

A
A TV commercial
B
An article about the company in a city newspaper
C
An Internet advertisement
D
A phone conversation with an employee of the company
3

Which of the following types of advertising has the advantage of being especially affordable?

A
Magazine advertising
B
Infomercials
C
Internet advertising
D
Billboard advertising
4

Which of the following types of advertising is the most difficult for consumers to ignore?

A
Sales promotions
B
Press releases
C
Product placement
D
TV commercials
5

A print ad usually includes which two things?

A
Images and text
B
Images and video
C
Video and sound
D
Text and sound
6

Which of the following can help you evaluate the performance of your ads and other marketing strategies?

A
Asking competitors what they think of your advertising strategy
B
Collecting secondary data about your target market
C
Asking customers how they found out about your company or product
D
Sending out a press release multiple times
7

Which of the following is an example of a sales promotion?

A
Pay per click Internet advertising
B
A coupon that expires in one month
C
A company newsletter
D
A permanent price reduction
8

Which of the following types of promotion includes a two-way conversation?

A
Advertising
B
Public relations
C
Personal selling
D
A press release
9

Word of mouth promotion is also known as what?

A
Personal selling
B
Viral marketing
C
Direct marketing
D
Institutional advertising
10

Which of the following types of ads is most likely to feel personal?

A
A newspaper advertisement that includes the company logo
B
A brightly colored magazine ad
C
A billboard with a photo of a celebrity
D
A radio ad that is read by a trusted radio host
11

Which of the following types of advertising is most likely to help establish your company's credibility?

A
Word of mouth promotion
B
Internet advertising
C
Radio advertising
D
TV advertising
12

A company's PR efforts are often aimed at doing what?

A
Getting publicity.
B
Reducing press releases.
C
Getting more ads.
D
Comparing ad prices.
13

Which of the following is an example of an advertisement?

A
A company newsletter
B
A billboard
C
A press release
D
A news article about the company
15

What is institutional advertising focused on promoting?

A
A company
B
The Internet
C
A service
D
A good
16

Which of the following types of advertising has the advantage of being especially affordable?

A
Magazine advertising
B
Infomercials
C
Internet advertising
D
Billboard advertising
17

What is institutional advertising focused on promoting?

A
A company
B
The Internet
C
A service
D
A good
18

Which of the following types of ads is most likely to feel personal?

A
A newspaper advertisement that includes the company logo
B
A brightly colored magazine ad
C
A billboard with a photo of a celebrity
D
A radio ad that is read by a trusted radio host
19

Which of the following types of advertising is most likely to help establish your company's credibility?

A
Word of mouth promotion
B
Internet advertising
C
Radio advertising
D
TV advertising
20

Which of the following marketing messages are consumers most likely to trust?

A
A TV commercial
B
An article about the company in a city newspaper
C
An Internet advertisement
D
A phone conversation with an employee of the company

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