Chapter 2 Quiz

  1. What has become the most significant form of consumer control over information creation and communication?
  1. Crowdsourcing
  2. Blogging
  3. Social Media
  4. Advertising
  1. What do you call the online distribution of tasks to groups of experts, enthusiasts, or general consumers?
  1. Marketing
  2. Crowdsourcing
  3. Advertising
  4. Full-Service Agency
  1. What is the primary goal of a marketer?
  1. To use promotional techniques to increase consumer demand
  2. To use promotional techniques to communicate with a target market
  3. To use promotional techniques to increase brand awareness
  4. All of the above
  1. What is an organization in the marketing channel of distribution that buys products to resell to consumers?
  1. Trade reseller
  2. Advertising Agency
  3. Creative Boutique
  4. In-House Agency
  1. What is an organization of professionals who provide creative and business services related to planning, preparing, and placing advertisements?
  1. Full-Service Agency
  2. Advertising Agency
  3. In-House Agency
  4. Digital Agency
  1. Which of the following is based on an agreed-upon percentage of the total amount billed by a media organization?
  2. Markup charges
  3. Commission systems
  4. Fee systems
  5. Pay-for-results
  1. ______locate studies that relate to the client’s market or promotional objectives.
  2. Creative services
  3. Account services
  4. Marketing research services
  5. Production services
  1. What is the traditional percentage used in commission systems as an agreed-upon percent?
  2. 10%
  3. 15%
  4. 20%
  5. 25%
  1. Which of the following is not one of the communications objectives used in pay-for-results programs?
  2. Brand awareness
  3. Brand identification
  4. Knowledge of brand features
  5. Product features
  1. Which of the following is not a type of interactive media?
  2. CDs
  3. Podcasts
  4. Cell phones
  5. Television
  1. What is a website used by individuals where they can post facts, opinions, and personal experiences?
  2. Social media
  3. Blog
  4. Consumer control
  5. Retailer site
  6. An organization in the marketing channel of distribution that buys products to resell to customers:
  7. Trade reseller
  8. Creative seller
  9. Cross-seller
  10. Fee system
  1. What is a creative boutique?
  2. Advertising agency that includes an array of advertising professionals to meet all the promotional needs of clients
  3. Advertising agency that helps clients prepare communications for new media (for example, the internet and interactive kiosks)
  4. Advertising agency that emphasizes copywriting and artistic services
  5. Advertising agency that focuses on time sensitive/seasonal advertising
  6. What is a long advertisement that resembles a talk show or product demonstration?
  7. Dailies
  8. Infomercial
  9. Interactive media
  10. Product placement
  11. A consultant is defined as:
  12. An individual who specializes in areas related to the promotional process
  13. An individual that provides specialized services to advertisers and agencies
  14. An individual who receives and interprets promotional messages
  15. An individual with a unique set of needs and willingness to pay to meet those needs
  16. What is an organization or individual that provides specialized services to advertisers and agencies?
  1. Consultant
  2. External facilitators
  3. Internal facilitators
  4. Organizational facilitator
  1. A fee system is a method of agency compensation whereby the advertiser and agency agree on a(n) ______for services provided.
  1. Quarterly fee
  2. Trade
  3. Hourly rate
  4. Yearly fee
  1. What is the method of agency compensation based on adding a percentage charge to a variety of services the agency purchases from outside suppliers?
  1. Profit charge
  2. Markdown charge
  3. Service charge
  4. Markup charge
  1. What type of facilitator offers essential services during and after the production process?
  1. Marketing
  2. Production
  3. Consulting
  4. Internal
  1. Which of the following is not one of the basic categories of media providers available to marketers?
  1. Print media
  2. Interactive media
  3. Media conglomerates
  4. Direct media

Answers:

1. C

2. B

3. D

4. A

5. B

6. B

7. C

8. B

9. D

10. D

11. B

12. A

13. C

14. B

15. A

16. D

17. C

18. D

19. B

20. D