The number of households tuned into a program divided by the total number of households with a television turned on calculates:
share
100
Five advertisements placed in a newspaper during a four-week period with a readership of 10,000 would create how many gross impressions?
50,000
100
Blogs, feedback applications, and customer reviews are all a part of:
brand engagement
100
An e-mail campaign works most effectively when:
messages resemble the information on the company's website and in company advertisements
100
Marketing messages passed from one individual to another through some form of Internet technology is:
viral marketing
200
Multiplying a vehicle's rating times the number of insertions for an advertisement calculates the:
gross rating points (GRP)
reach and frequency
opportunities to see (OTS)
cost per thousand (CPM)
gross rating points (GRP)
200
The traditional three-exposure hypothesis is based on:
media multiplier effect
intrusion value
effective reach and effective frequency
selective attention exposure
intrusive value
200
In terms of international e-commerce, large merchandise is normally shipped by:
freight forwarders
the company selling the merchandise
shipping companies such as DHL, FedEx, or UPS
the company purchasing the merchandise
freight forwarders
200
Companies use interactive marketing to accomplish all of the following objectives, except:
award prizes
estimate target market size
generate leads
collect personal data
estimate target market size
200
Web analytics is the process of analyzing the following, except:
how the individual feels about the website
what other sites were visited by the individual
where consumers went on a brand's website
what consumers did within the website
how the individual feels about the website
300
If an advertisement costs $200,000, the number of viewers is 2,000,000, and the rating is 2.0, then the cost per rating point (CPRP) is:
$1,000
$100
$100,000
$10,000
$100,000
300
This measures the percentage of households tuned into a particular television show or viewing a medium such as a magazine
ratings
300
According to BizRateResearch, the most effective financial incentive is:
free shipping
300
The use of QR codes, watermarks, and 2D barcodes are all part of:
mobile marketing
300
Based on Web analytics, a hotel's front desk staff knows a customer often stays for a week and offers that person a discount for booking online. This is an example of:
a value-added incentive
400
When advertisements are used at special intervals with none in-between, which media budgeting method is being used?
flighting or discontinuous
400
A growing form of e-commerce in the business-to-business sector is:
online exchanges and auctions
400
Posting a firm's Web address on a shopping bag used to carry merchandise sold at a brick-and-mortar store is a form of:
brand spiriling
400
increasing the probability of a particular company's website emerging from a search finding the best words to maximize organic searches is called what?
Search engine optimization (SEO)
400
The development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers is:
interactive marketing
500
If the objective of an advertising campaign is to increase brand recognition, then the emphasis should be on:
the visual presentation of the product and/or logo
500
In terms of new product adoptions, consumer-generated reviews and discussions can be important vehicles for reaching:
innovators
early majority
early adopters
late majority
early adopters
500
Using traditional media to promote and attract customers to a website is:
brand spirling
500
According to Marketing Zen's Shama Kabani, developing an effective interactive marketing strategy involves all of the following activities, except:
develop an SEO strategy
choose the best communication channels
cultivate an attitude of giving
identify the one word that describes the brand
develop an SEO strategy
500
This measures the proportion of ad impressions that result in users both clicking an advertisement or mousing over the ad