MKTG Mini Quiz10

MKTG Mini Quiz10 - All 10 1. _ is impersonal, one-way mass...

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All 10 1. ________________ is impersonal, one-way mass communication about a product or an organization that is paid for by a marketer? c. Advertising 2. John Wannamaker is reputed to have said "I know that half of my advertising dollars are wasted, I just don't know which half." This illustrates a major problem in evaluating advertising effectiveness which is b ? a. There is a low correlation between running an advertisement and a change in sales. 3. ________________ is impersonal, one-way mass communication about a product or an organization that is paid for by a marketer? c. Advertising 4. An advertisement for a medical alert device shows a senior citizen who has fallen and is unable to reach the telephone to call for help calling "Help! I've fallen and I can't get up." This situation would not have happened if the senior citizen had the medical alert device attached to her person. This is an example of a(n) _________ appeal in advertising c. Fear 5. Which of the following services is a full-service advertising agency likely to provide? e. All of these - that is why they call it a full-service agency 6. One of the ethical issues in marketing is establishing what is a fair price. Some pharmaceutical companies charge very high prices for life-saving drugs because they need to recover the massive amounts of money needed to bring a new drug to market. While there is no question this practice is __________, there is a question about whether it is ___________? a. Legal, ethical 7. are moral and legal principles that govern the actions of an individual or a group? c. Ethics 8. According to the discussion in class, which of these is a reason consumers frequently give to justify unethical consumption? c. Everybody does it 9. Which of the following is NOT one of the 'rights' included in The Consumer Bill of Rights proposed in the 1960’s? d. The right to cancel a purchase 10. One of the ethical issues in marketing is that data mining techniques where information from several databases is combined may be a violation of a customer's ___________? c. Privacy
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11. BruceCo decided to introduce a new blend of coffee in its wildly popular coffee shops. The plan was to introduce the new blend with a series of local television ads on the evening news because people who watch the news are more likely to be premium coffee drinkers. They followed this up with advertisements in the Monday edition of the local paper for the next two weeks. Finally they would purchase advertising space on the side of busses and run drive-time radio ads during the four weeks the bus signs were being
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This note was uploaded on 09/20/2011 for the course MKTG 431 taught by Professor Brucerobertson during the Spring '07 term at S.F. State.

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MKTG Mini Quiz10 - All 10 1. _ is impersonal, one-way mass...

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