Return to Assessment List-An advertisement that is scheduled to run three times during the network television broadcast
Return to Assessment List;Question 1;0.0/ 5.0 Points;An advertisement that is scheduled to run three times during the network television broadcast of a college football game with an expected reach rating of 4.0 among men 18-24 would have a GRP of;A. 3.;B. 4.;C. 7.;D. 12.;Question 2;0.0/ 5.0 Points;Macy's department stores carry a wide range of product lines, including clothing, jewelry, kitchenware, and home furnishings. Macy's typically charges a relatively high markup, but also holds frequent sales, in particular offering discounts to customers who use a Macy's credit card. These are examples of Macy's adjusting the __________ element of the 4 Cs of the marketing mix.;A. customer value;B. cost;C. convenience;D. channel;Question 3;0.0/ 5.0 Points;Which of the following is NOT a type of traditional financial data?;A. Profit margin;B. Brand awareness;C. Accounts payable;D. Accounts receivable;Question 4;5.0/ 5.0 Points;Which of the following is the BEST example of trended data?;A. Responses from surveys about current fashions and fads collected from 100 teenagers over the period of a weekend;B. Responses from surveys about packaged goods brand attributes collected every six months from the same set of 100 parents ages 29-39;C. Telephone responses from a direct response television ad aired on different channels at different times over the course of a month;D. Comparisons of competitors' sales performance in a single business quarter;Question 5;0.0/ 5.0 Points;Kotler's 4 Cs translate the traditional 4 Ps from the __________ perspective into the __________ perspective.;A. seller's, buyer's;B. buyer's, seller's;C. producer's, channel member's;D. channel member's, producer's;Question 6;5.0/ 5.0 Points;Consider a situation in which there is 10% unaided awareness for a brand of athletic shoes, with purchases of 75%. Which of the following best describes the purchase funnel for this scenario?;A. Very wide at the top and narrow at the bottom;B. Very narrow at the top and wide at the bottom;C. very narrow and vertical;D. Very wide and vertical;Question 7;0.0/ 5.0 Points;7-Eleven has recently begun to redesign and restock its stores to offer a more upscale environment and products, such as house wines and fresh foods. According to the 7 Ps classification of the elements of the marketing mix, 7-Eleven has changed its;A. physical evidence.;B. price.;C. promotion.;D. process.;Question 8;0.0/ 5.0 Points;Booms and Bitner added 3 Ps to the traditional 4 Ps primarily in response to the growth of;A. technological innovations.;B. service businesses.;C. luxury marketing.;D. not-for-profit, place, and event marketing.;Question 9;0.0/ 5.0 Points;Of the following, which purchase funnel stage is the broadest?;A. Shopping;B. Familiarity;C. Intention;D. Loyalty;Question 10;0.0/ 5.0 Points;A regional restaurant chain spends $90,000 for a local television advertising campaign that delivers $450,000 in incremental revenue. What is the ROMI factor?;A. 4;B. 5;C. 50%;D. $360,000;Question 11;0.0/ 5.0 Points;Paul DeMairo is identifying key performance indicators to be tracked and analyzed through his company's CRM program. Which of the following would Paul be LEAST likely to include as a key performance indicator?;A. Average revenue per customer;B. Customer lifetime value;C. Cost to acquire a new customer;D. Cost to retain a channel member;Question 12 of 20;0.0/ 5.0 Points;GRP is determined by multiplying __________ by __________.;A. impact, impressions;B. impact, reach;C. engagement, frequency;D. reach, frequency;Question 13;0.0/ 5.0 Points;Which of the following is an inference-based process of transforming data into useful information?;A. Data analytics;B. Marketing measurement;C. Marketing metrics;D. Advertising measurement;Question 14;0.0/ 5.0 Points;Media __________ measures how inexpensively a media vehicle is able to communicate with a particular customer segment.;A. reach;B. impact;C. engagement;D. efficiency;Question 15;0.0/ 5.0 Points;Marketing-mix models came into popular use as a result of the;A. switch to the 4 Cs view of the marketing mix.;B. switch to the 7 Ps view of the marketing mix.;C. widespread availability of scanner data.;D. increased use of digital marketing.
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