Question 11 pts
Which of the following is NOT considered a direct marketing tactic: (6.2)
Telemarketing
Catalogs
E-mail
Product Placement
Infomercials

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Question 21 pts
A company’s website is an example of what type of message channel? (6.2)
Earned
Paid
Owned
Shared
Traditional

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Question 31 pts
Which of the following would represent price discrimination by Paula’s Lemonade Shack: (5.2)?
Charging higher prices for strawberry lemonade
Charging different prices in different markets
Restricting discounts to purchases of $10 or more
Charging higher prices on really hot days
Charging better dressed customers higher prices

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Question 41 pts
Which of the following is NOT a goal of data mining? (6.5)
Predicting consumer behavior
Increasing sales
Aiding new product development
Defining the brand’s unique selling proposition
Building long-term customer relationships

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Question 51 pts
Which of the following does NOT represent “noise” in an advertising scenario? (6.3)
A cluttered page of ads
Consumer brand perceptions
Misprinting of a magazine ad
A misspelled headline
A web browser ad blocker

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Question 61 pts
An individual’s personality can be likened to a company’s what? (6.1)
Annual report
Human resources office
Brand
CEO
Holiday party

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Question 71 pts
Which of the following is NOT a key challenge associated with integrated marketing communications: (6.5)
Growing number of consumer touchpoints
International differences
Coordination across business units
Branding consistency
Generating new product ideas

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Question 81 pts
Which of the following does NOT represent a fully brand-controlled message channel? (6.2)
TV advertising
Trade shows
Social media
Catalogs
Billboards

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Question 91 pts
A satisfied customer writing a unsolicited rave review on a company website or a review site like Yelp is an example of what? (6.2)
Push marketing
Word of mouth
Pull marketing
Direct marketing
Paid media

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Question 101 pts
Which of the following does not constitute a push marketing strategy? (6.4)
Promotional allowances
New retail locations
Sales force incentives
Consumer advertising
Increasing inventory levels

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