Return to Assessment List-An advertisement that is scheduled to run three times during the network television broadcast
Question;Return to Assessment ListQuestion 1 0.0/ 5.0 PointsAn 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 PointsMacy'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 valueB. costC. convenienceD. channelQuestion 3 0.0/ 5.0 PointsWhich of the following is NOT a type of traditional financial data?A. Profit marginB. Brand awarenessC. Accounts payableD. Accounts receivableQuestion 4 5.0/ 5.0 PointsWhich 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 weekendB. Responses from surveys about packaged goods brand attributes collected every six months from the same set of 100 parents ages 29-39C. Telephone responses from a direct response television ad aired on different channels at different times over the course of a monthD. Comparisons of competitors' sales performance in a single business quarterQuestion 5 0.0/ 5.0 PointsKotler's 4 Cs translate the traditional 4 Ps from the __________ perspective into the __________ perspective.A. seller's, buyer'sB. buyer's, seller'sC. producer's, channel member'sD. channel member's, producer'sQuestion 6 5.0/ 5.0 PointsConsider 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 bottomB. Very narrow at the top and wide at the bottomC. very narrow and verticalD. Very wide and verticalQuestion 7 0.0/ 5.0 Points7-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 PointsBooms 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 PointsOf the following, which purchase funnel stage is the broadest?A. ShoppingB. FamiliarityC. IntentionD. LoyaltyQuestion 10 0.0/ 5.0 PointsA 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. 4B. 5C. 50%D. $360,000Question 11 0.0/ 5.0 PointsPaul 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 customerB. Customer lifetime valueC. Cost to acquire a new customerD. Cost to retain a channel memberQuestion 12 of 200.0/ 5.0 PointsGRP is determined by multiplying __________ by __________.A. impact, impressionsB. impact, reachC. engagement, frequencyD. reach, frequencyQuestion 13 0.0/ 5.0 PointsWhich of the following is an inference-based process of transforming data into useful information?A. Data analyticsB. Marketing measurementC. Marketing metricsD. Advertising measurementQuestion 14 0.0/ 5.0 PointsMedia __________ measures how inexpensively a media vehicle is able to communicate with a particular customer segment.A. reachB. impactC. engagementD. efficiencyQuestion 15 0.0/ 5.0 PointsMarketing-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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