Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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Branded entertainment is the blending of advertising and ____.
a. | research | b. | integrated brand promotion | c. | radio | d. | television |
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2.
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Which of the following types of search engines are the most limiting in the
amount of information to which the user has access?
a. | hierarchical search engines | b. | collecting search engines | c. | concept search
engines | d. | robot search engines |
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3.
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An advantage for advertisers of advertising on the Internet is that:
a. | almost everyone has a computer so everyone can get the message. | b. | it targets users
based on geography, time of day, computer platform or browser. | c. | it reaches nearly
every home in the Europe. | d. | it has broader creative opportunities than
television. |
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4.
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One of the advantages of advertising on the Internet is:
a. | target market selectivity | b. | emotion | c. | theatre of the
mind | d. | geodynamics |
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5.
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On a cost-per-thousand basis, the cost of Web ads for the most part:
a. | does not cost anything, because there is no charge to subscribe. | b. | compares favorably
with ads placed in traditional media. | c. | is much less expensive. | d. | is a great deal more
expensive than traditional media. |
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6.
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A primary concern for today's Internet advertisers is to:
a. | sell products on each visit. | b. | get click-through on banner
ads. | c. | develop corporate Web sites. | d. | get visitors to return to the Web
site. |
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7.
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Which of the following continues to be the single largest advertising
expenditure for companies?
a. | newspaper | b. | radio | c. | outdoor | d. | television | e. | magazine |
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8.
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Creating files that have brand association with interesting or amusing focii and
then circulating them through ‘friends’ is termed ____.
a. | virus marketing | b. | virus circulation | c. | viral
marketing | d. | viral circulation | e. | virusing |
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9.
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Companies are already launching products to market without the usual testing and
research periods because ____.
a. | the costs of undertaking these activities to the full are
prohibitive | b. | consumers are more prepared to accept products with minor flaws | c. | there is a need to
get technologically innovative products to market more quickly | d. | of the growing costs
of qualified R&D staff |
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10.
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Marketing metrics are:
a. | measurements of success or otherwise of marketing tools. | b. | comparison tables of
media suitability | c. | process based guides to planning marcoms
activities | d. | numerical based guides to planning marcoms activities |
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