Question 1

Media sales reps compile profile information about the people who watch,listen to,or read the medium,along with numbers describing audience size and geographical coverage,in packets of information known as ________.

Accepted Answer

Media sales reps compile profile information about the medium's audience, geographic coverage, and size in what is known as a media kit, which they provide to potential advertisers. Therefore, the best choice is D, media kits.

Question 2

Electronic walls and kiosks are both examples of ________.

Accepted Answer

Electronic walls and kiosks are both examples of interactive media, as they allow users to engage with digital content in a physical space. Earned media refers to publicity gained through word-of-mouth or media coverage, paid media refers to advertising purchased to promote a product or service, social media refers to online platforms for social networking and communication, and viral media refers to media that spreads rapidly through online sharing.

Question 3

A company's ________ is the online face it presents to the public.

Accepted Answer

A company's website is the primary tool for building an online brand presence and communicating with external stakeholders. An intranet is a private network for internal communication, while an extranet is a shared network between the company and select external parties. A portal is a gateway to various online services and resources, while an interface refers to the way users interact with a specific software or application.

Question 4

In B2B marketing,sales reps compile information about the customer,profiles of the customer's market,and pricing charts in packets of information known as ________.

Accepted Answer

Sales kits are generally used in B2B marketing to provide sales reps with all the necessary information about the customer and their market, as well as pricing charts and other relevant information. Rate cards, take-aways, promotions, and media kits are not typically used in this context.

Question 5

To encourage bigger purchases and to build brand loyalty,Flies-R-Us will send a baseball cap with the brand logo on it to any customer who places an order of $150 or more.The baseball cap is an example of ________.

Accepted Answer

The baseball cap is a premium, which is an incentive or reward given to customers for making a purchase. It is meant to encourage bigger purchases and build brand loyalty.

Question 6

The napkins at Dunkin' Donuts have the brand name and logo printed on them.These napkins are best described as ________ material.

Accepted Answer

Merchandising material includes items that are used to promote or sell a product or service, often branded with a company's logo or name, like the napkins at Dunkin' Donuts.

Question 7

An entire shelf in the snack aisle of a large supermarket is stocked with Ritz products,including a variety of crackers,cracker sandwiches,and toasted chips.Each red Ritz package displays the distinctive yellow lettering on a blue background.This is an example of ________.

Accepted Answer

The billboarding effect occurs when multiple products from the same brand are grouped together on a shelf, creating a large, visually impactful display that resembles a billboard, as described with the Ritz products.

Question 8

Which of the following is most likely a B2B promotional event?

Accepted Answer

Trade shows are typically B2B events where businesses showcase their products and services to other businesses in order to generate leads and make sales. News conferences, media tours, tech support, and sampling may also be used to promote products to businesses, but are not necessarily promotional events exclusively for B2B marketing.

Question 9

A sales kit would most likely be used in which of the following situations?

Accepted Answer

A sales kit is typically used in business-to-business (B2B) marketing to provide information and materials that help sales representatives promote and sell products or services to other businesses.

Question 10

________ materials bring together all the elements of a sale,including the consumer,the product,and often price deals.

Accepted Answer

Point-of-sale materials are designed to influence the consumer's purchasing decision at the place where the purchase is made. They often include information about the product, price deals, and other promotional offers to entice the consumer to buy. Other choices do not specifically refer to these types of materials.

Question 11

Cracker Barrel is a chain of restaurants that serves "honest-to-goodness homestyle meals" such as fried chicken tenderloins and biscuits and gravy.Each store features traditional outdoor and home décor such as porch swings and wooden rockers as well as nostalgic games,foods,and craft items sold in the Old Country Store at the front of the restaurant.The traditional furniture at Cracker Barrel is best described as ________.

Accepted Answer

The traditional furniture at Cracker Barrel is part of their environmental design, which creates a particular ambiance and experience for customers.

Question 12

A(n)________ is an easily portable mini-computer.

Accepted Answer

A smartphone is a mini-computer that is easily portable and fits in a person's pocket. It is equipped with features such as a touch screen, camera, and various apps which make it a versatile device. The other options, digital installation, electronic wall, flash drive, and kiosk, do not fit the definition of a mini-computer that is easily portable.

Question 13

Which of the following is NOT a merchandising material?

Accepted Answer

A press release is a promotional tool used to communicate with the media and is not a physical item used in a retail environment to promote a product. The other options listed are all physical merchandising materials commonly used in stores.

Question 14

A(n)________ is a personal publishing site created by an individual to write about things that interest him or her.

Accepted Answer

A personal publishing site created by an individual to write about things that interest him or her is commonly known as a blog. Therefore, the correct choice is C - blog. The other options: A) intranet refers to a private computer network for a specific organization or group, B) chat room refers to an online platform for conversations between multiple users, D) extranet is a secured private network that allows authorized access to specific external partners, vendors, or suppliers, and E) webisode refers to a short episode or series of episodes of a web-based show or program.

Question 15

A retailer of fashion clothing and accessories for young men and women created a series of short videos that tell the story of four college friends living in an apartment together.Products carried by the retailer are featured heavily in the videos,but the focus of the videos is the developing story of the friends' relationships.The videos are posted on YouTube and the company's website.These videos are an example of ________.

Accepted Answer

The videos are a series of short episodes created for the web, hence they are webisodes. The primary focus of the videos is not to sell products but to tell a story, so they are not a premium or point-of-sale materials. They are also not a branded game or a branded app as they do not have an interactive or gaming element to them.

Question 16

Which of the following feedback methods involves personally analyzing and reporting on the shopping experience in a store?

Accepted Answer

Mystery shoppers involve personally analyzing and reporting on the shopping experience in a store. Tech support involves helping customers with technical issues, shoppers' surveys and feedback cards involve getting feedback from customers about their experience, and loyalty programs involve rewarding customers for their loyalty.

Question 17

Direct-response programs are typically designed to ________.

Accepted Answer

Direct-response programs are designed to generate transactions, meaning they aim to prompt a direct and immediate response from the consumer, such as making a purchase or requesting more information.

Question 18

In which of the following locations would a bank be most likely to use a sign spinner?

Accepted Answer

A sign spinner is typically used to draw attention to a business from passersby on the sidewalk or street. Therefore, it is most likely that a bank would use a sign spinner outside of their physical location to attract potential customers.

Question 19

Which of the following is one of the traditional media of direct-response marketing?

Accepted Answer

Catalogs are a traditional medium of direct-response marketing as they directly present products and encourage customers to purchase through order forms or website links. Television, radio, newspapers, and cable can also be used for direct-response marketing, but they are not exclusively traditional media and may also serve other marketing purposes.

Question 20

________ refers to a website's ability to encourage visitors to stay and investigate the site rather than bounce to another site.

Accepted Answer

Stickiness refers to a website's ability to engage visitors and encourage them to stay on the site, rather than leaving quickly or bouncing to another site. This can be achieved through various means, such as compelling content, intuitive navigation, and interactive features. The higher a site's stickiness, the more likely visitors are to explore its content and take desired actions, such as making a purchase or filling out a form.

Quiz 14: Owned,interactive, and Earned Media