1. A reason for the growth of sales promotion is _____.
the increase in power for the manufacturers over the grocery stores
decreased brand parity and price sensitivity
increased brand loyalty
increased media effectiveness
emphasis on short-term results in corporate-reward structures
2. Why is it doubtful that blogs represent a major advertising opportunity?
The blogosphere is regulated by the Federal Trade Commission and currently does not allow commercial advertisers to participate.
The blogosphere is regulated by the Federal Communications Commission and currently does not allow commercial advertisers to participate.
It is too expensive.
Advertising is often perceived as less than fully objective and is seen by many as an intrusion.
Not enough consumers participate in blogging to make it economical for advertisers.
3. Mobile phones are being called _____ because they are so common.
brand in the hand
third screen
replacement technology
minibooks
smartphones
4. The target of sales promotion can be _____.
retailers, consumers, and the sales force
retailers, manufacturers, and the sales force
retailers, consumers, and manufacturers
wholesalers, retailers, and manufacturers
competitors, retailers, and consumers
5. Social media brands operating as collaboration tools provide which of the following for users?
publishing
sharing
discussing
dialogue
All of these are correct.
6. Which of the following types of information can be gleaned from social media sites?
consumer feedback
product ideas
promotion modifications
pricing information
All of these are correct.
7. Traditional ad media includes all of the following forms of media except ____.
television
radio
smartphones
magazines
None of these are correct.
8. A major negative of social media is that consumers can _____.
interact with brands
make negative comments
share brand information with friends
like their favorite brands
learn about brand deals