Question 1

In a recent Nielsen online survey of over 25,000 Internet consumers from 50 countries, what percentage of respondents said they trusted online banner advertising as an information source?

Accepted Answer

A recent study of 25,000 Internet consumers from 50 countries found that 33 percent of customers trusted online banner advertising as an information source.

Question 2

All of the following publicity tools are examples of one-way communication from a company to consumers or business customers EXCEPT:

Accepted Answer

MySpace is a tool for interactive communication between the company and consumers. Refer to Exhibit 15-7.

Question 3

In a recent Nielsen online survey of over 25,000 Internet consumers from 50 countries, what percentage of respondents said they trusted recommendations from people they knew?

Accepted Answer

A recent study of 25,000 Internet consumers from 50 countries found that 90 percent of customers trust recommendations from people they know.

Question 4

In the United States, the _____ has the power to control unfair or deceptive business practices, including deceptive advertising.

Accepted Answer

In the United States, the Federal Trade Commission (FTC) has the power to control unfair or deceptive business practices, including deceptive advertising.

Question 5

Which country limits the use of political ads on TV?

Accepted Answer

New Zealand limits political ads on TV.

Question 6

In __________, print ads must be identified so they are not confused with editorial matter.

Accepted Answer

In the United States, print ads must be identified so they aren't confused with editorial matter.

Question 7

_________ are countries that limit the use of cartoon characters in advertising to children.

Accepted Answer

France and Japan limit the use of cartoon characters in advertising to children.

Question 8

When Intuit, a tax and financial planning software company, created a website where its QuickBooks customers could interact about problems facing their small businesses, this was an example of a(n):

Accepted Answer

Intuit's website is an example of an online community where business customers can interact and share ideas.

Question 9

Regarding advertising, the Federal Trade Commission:

Accepted Answer

In the United States, the Federal Trade Commission (FTC) has the power to control unfair or deceptive business practices, including deceptive advertising. If the FTC finds a particular practice to be unfair or deceptive, it has the power to require affirmative disclosures and corrective advertising. It also requires advertisers to support their ad claims.

Question 10

In the United States, the federal regulatory agency that has the power to control deceptive advertising and require corrective advertising is the:

Accepted Answer

In the United States, the federal regulatory agency that has the power to control deceptive advertising and require corrective advertising is the Federal Trade Commission.

Question 11

All of the following publicity tools are examples of one-way communication from a company to consumers or business customers EXCEPT:

Accepted Answer

Blogs are tools for interactive communication between the company and consumers or business customers. Refer to Exhibit 15-7.

Question 12

Facebook, a social network website, has more than _________ million visitors each day in the U.S. alone.

Accepted Answer

Facebook, a social network website, has more than 200 million visitors each day in the U.S. alone.

Question 13

Popular social network websites include:

Accepted Answer

Popular social network websites include FourSquare, Facebook, MySpace, and LinkedIn.

Question 14

When a company includes "stories" and/or videos on its website of how it has helped individual customers solve an important problem, this is an example of a:

Accepted Answer

When a company includes "stories" and/or videos on its website of how it has helped individual customers solve an important problem, this is an example of a case study.

Question 15

A firm has run a comparative ad, and a competitor immediately complained that the claims made by the ad are deceptive. In such a case,

Accepted Answer

According to the FTC, advertising agencies as well as advertisers must share equal responsibility for false, misleading, or unfair ads; firms are required to support their ad claims with research proofs; the firms are required to run corrective ads if their ads are proved to be deceptive.

Question 16

In a recent Nielsen online survey of over 25,000 Internet consumers from 50 countries, what percentage of respondents said they trusted television advertising as an information source?

Accepted Answer

A recent study of 25,000 Internet consumers from 50 countries found that 62 percent of customers trust television advertising as an information source.

Question 17

When an Apple customer tells a friend how much she likes her new iPad, what type of consumer communication is this?

Accepted Answer

Pass-along occurs when one person suggests that others read or watch something. People are more likely to pay attention to content recommended by a person they know.

Question 18

All of the following are examples of publicity tools for interactive communication between a company and consumers or business customers EXCEPT:

Accepted Answer

Videos are tools for one-way communication to customers. Refer to Exhibit 15-7.

Question 19

A music lover emailed a friend and proclaimed "You must see this video!" The email included a link to a YouTube performance by a relatively unknown British singer. What type of communication is this?

Accepted Answer

Pass-along occurs when one person suggests that others read or watch something. People are more likely to pay attention to content recommended by a person they know.

Question 20

In a recent Nielsen online survey of over 25,000 Internet consumers from 50 countries, what percentage of respondents said they trusted online consumer opinions as an information source?

Accepted Answer

A recent study of 25,000 Internet consumers from 50 countries found that 70 percent of customers trusted online consumer opinions as an information source.

Quiz 15: Advertising, Publicity, and Sales Promotion

In a recent Nielsen online survey of over 25,000 Internet consumers from 50 countries, what percentage of respondents said they trusted online banner advertising as an information source?

All of the following publicity tools are examples of one-way communication from a company to consumers or business customers EXCEPT:

In a recent Nielsen online survey of over 25,000 Internet consumers from 50 countries, what percentage of respondents said they trusted recommendations from people they knew?

In the United States, the _____ has the power to control unfair or deceptive business practices, including deceptive advertising.

Which country limits the use of political ads on TV?

In __________, print ads must be identified so they are not confused with editorial matter.

_________ are countries that limit the use of cartoon characters in advertising to children.

When Intuit, a tax and financial planning software company, created a website where its QuickBooks customers could interact about problems facing their small businesses, this was an example of a(n) :

Regarding advertising, the Federal Trade Commission:

In the United States, the federal regulatory agency that has the power to control deceptive advertising and require corrective advertising is the:

All of the following publicity tools are examples of one-way communication from a company to consumers or business customers EXCEPT:

Facebook, a social network website, has more than _________ million visitors each day in the U.S. alone.

Popular social network websites include:

When a company includes "stories" and/or videos on its website of how it has helped individual customers solve an important problem, this is an example of a:

A firm has run a comparative ad, and a competitor immediately complained that the claims made by the ad are deceptive. In such a case,

In a recent Nielsen online survey of over 25,000 Internet consumers from 50 countries, what percentage of respondents said they trusted television advertising as an information source?

When an Apple customer tells a friend how much she likes her new iPad, what type of consumer communication is this?

All of the following are examples of publicity tools for interactive communication between a company and consumers or business customers EXCEPT:

A music lover emailed a friend and proclaimed "You must see this video!" The email included a link to a YouTube performance by a relatively unknown British singer. What type of communication is this?

In a recent Nielsen online survey of over 25,000 Internet consumers from 50 countries, what percentage of respondents said they trusted online consumer opinions as an information source?