QUESTION 1

The formula for identifying the best customers in a direct marketing campaign includes:

A. Replicate, find and monitor

B. Research, finance, and manage

C. Regulate, fund, and maintain

D.Recency, frequency, and monetary

QUESTION 2

How does advertising differ from public relations?

A. Advertising tends to reach audiences via paid media, public relations usually does not.

B. Public relations is more precise and carefully placed than advertising.

C. All public relations messages are openly sponsored, whereas advertising is not.

D. Advertising is a better medium than public relations for building credibility.

QUESTION 3

Wright & Parson Co. recently organized the "Right to Education" program in which employees, over the period of one year, spent their weekends volunteering to teach underprivileged children. Which PR tool did Wright & Parson Co. use in this scenario?

A. Cooperative advertising

B. Community Involvement

C. Ambush Marketing

D. Lobbying

QUESTION 4

Advertisers at Hawkins Light and Power have purchased a list of email contacts from a vendor in order to expand their reach to a new market of customers. This list is also known as a/an

A. House list

B. Compiled list

C. Mail response list

D. Demo List

QUESTION 5

The 2010 World Cup in South Africa was sponsored by Adidas. However, Nike paid for advertisements on street signs leading up to the venues, giving a false impression that Nike was a sponsor. In this way, Nike was doing:

A. Ambush Marketing

B. Venue Marketing

C. Co-op Advertising

D. Direct response advertising

QUESTION 6

_______ offers precision and control; _________ is the best vehicle for building credibility.

A. Public relations; Advertising

B. Advertising; Public Relations

C. Public Relations; Public Relations

D. Advertising; Advertising

QUESTION 8

Direct marketing is the best way to develop a good database

A. True

B. False

QUESTION 9

In order to conduct a direct marketing campaign, which of the following must be present?

A. A measurable response

B. Direct mail content

C. A lack of accountability

D. A whole lotta luck.

QUESTION 10

Coupons are a good pull promotion because companies actually make money on each coupon used.

A. True

B. False

QUESTION 11

When Paranormal Activity was released, advertisements encouraged people to request their theater feature the movie. This is an example of

A. Push promotion

B. Pull promotion

C. Pump promotion

D. Pass promotion

QUESTION 12

Riversong Inc. is a travel company that sells whitewater rafting and kayaking travel packages. The company has a telemarketing team which regularly gathers information about travel needs from potential customers. This information is entered into the company's electronic system to help segment customer groups based on their needs and requirements. Riversong is using

A. Direct Marketing

B. Data Management

C. Marketing Databases

D. All of the above

QUESTION 13

I can use the principles I've learned in Com 256 no matter what career I plan to pursue (even if it's not in advertising).

A. True

B. False

QUESTION 14

When Heineken wanted to hire a new intern, they launched an online campaign that went viral showing candidates going through odd scenarios to prove their worth to the company. This is an example of what type of marketing?

A. classified advertising

B. direct marketing

C. publicity

D. corporate advertising

QUESTION 15

Public Relations is ______________

A. managing a company's reputation.

B. building relationships with publics

C. seeking good will between the company, its publics, and society

D. all of the above

QUESTION 16

Pandorica, a storage and containment company, would like to get its new jewelry boxes on the shelf right at the eye level of consumers at Walmart. To do so, Pandorica pays Walmart a _____________.

A. house organ

B. slotting allowance

C. display allowance

D. buyback allowance

QUESTION 17

Personal selling is not as valuable in IMC as advertising.

A. True

B. False

QUESTION 18

Evaluating public relations and other earned media based on how much a similar placement in advertising would cost is also known as an ____________.

QUESTION 19

Which of the following is a reason why an advertiser would decide against using direct marketing?

A. It does not allow advertisers to determine the cost per response.

B. It does not offer convenience to time-sensitive consumers like mass media does.

C. It does not help advertisers in judging the effectiveness of the medium they are using.

D. It is more costly (per person) than mass media to build an image for a product.

QUESTION 20

Mama Ines Mexican Bakery would like to plan a downtown public event with live music and food in which consumers may try their food. The company also plans to invite local news reporters to cover the event. This is an example of:

A. Lobbying

B. Direct Marketing

C. Publicity

D. Corporate Advertising

QUESTION 21

Personal selling is an inexpensive way of communicating with prospects.

A. True

B. False

QUESTION 22

One of the advantages of sponsorship is that it earns approval from the public.

A. True

B. False

QUESTION 24

Melody Pond, a brand of cosmetics, places print ads in fashion magazines. Through these ads, the company asks customers to get in touch with company representatives to provide feedback on the quality of their products. This strategy helps the company understand customer needs and implement innovative changes. In this example, Melody Pond is using:

A. Trade promotion

B. Co-op Advertising

C. In-store sampling

D. Direct response advertising

QUESTION 25

Which one of the following is NOT a public relations tool?

A. Posters

B. Press Releases

C. House Organs

D. Feature Articles