Return to Assessment List-An advertisement that is scheduled to run three times during the network television broadcast

Return to Assessment List

Question 1
0.0/ 5.0 Points
An advertisement that is scheduled to run three times during the network television broadcast of a college football game with an expected reach rating of 4.0 among men 18-24 would have a GRP of:
A. 3.
B. 4.
C. 7.
D. 12.

Question 2
0.0/ 5.0 Points
Macy’s department stores carry a wide range of product lines, including clothing, jewelry, kitchenware, and home furnishings. Macy’s typically charges a relatively high markup, but also holds frequent sales, in particular offering discounts to customers who use a Macy’s credit card. These are examples of Macy’s adjusting the __________ element of the 4 Cs of the marketing mix.
A. customer value
B. cost
C. convenience
D. channel

Question 3
0.0/ 5.0 Points
Which of the following is NOT a type of traditional financial data?
A. Profit margin
B. Brand awareness
C. Accounts payable
D. Accounts receivable

Question 4

5.0/ 5.0 Points
Which of the following is the BEST example of trended data?
A. Responses from surveys about current fashions and fads collected from 100 teenagers over the period of a weekend
B. Responses from surveys about packaged goods brand attributes collected every six months from the same set of 100 parents ages 29-39
C. Telephone responses from a direct response television ad aired on different channels at different times over the course of a month
D. Comparisons of competitors’ sales performance in a single business quarter

Question 5

0.0/ 5.0 Points
Kotler’s 4 Cs translate the traditional 4 Ps from the __________ perspective into the __________ perspective.
A. seller’s; buyer’s
B. buyer’s; seller’s
C. producer’s; channel member’s
D. channel member’s; producer’s

Question 6

5.0/ 5.0 Points
Consider a situation in which there is 10% unaided awareness for a brand of athletic shoes, with purchases of 75%. Which of the following best describes the purchase funnel for this scenario?
A. Very wide at the top and narrow at the bottom
B. Very narrow at the top and wide at the bottom
C. very narrow and vertical
D. Very wide and vertical

Question 7

0.0/ 5.0 Points
7-Eleven has recently begun to redesign and restock its stores to offer a more upscale environment and products, such as house wines and fresh foods. According to the 7 Ps classification of the elements of the marketing mix, 7-Eleven has changed its:
A. physical evidence.
B. price.
C. promotion.
D. process.

Question 8

0.0/ 5.0 Points
Booms and Bitner added 3 Ps to the traditional 4 Ps primarily in response to the growth of:
A. technological innovations.
B. service businesses.
C. luxury marketing.
D. not-for-profit, place, and event marketing.

Question 9
0.0/ 5.0 Points
Of the following, which purchase funnel stage is the broadest?
A. Shopping
B. Familiarity
C. Intention
D. Loyalty

Question 10
0.0/ 5.0 Points
A regional restaurant chain spends $90,000 for a local television advertising campaign that delivers $450,000 in incremental revenue. What is the ROMI factor?
A. 4
B. 5
C. 50%
D. $360,000

Question 11
0.0/ 5.0 Points
Paul DeMairo is identifying key performance indicators to be tracked and analyzed through his company’s CRM program. Which of the following would Paul be LEAST likely to include as a key performance indicator?
A. Average revenue per customer
B. Customer lifetime value
C. Cost to acquire a new customer
D. Cost to retain a channel member
Question 12 of 20
0.0/ 5.0 Points
GRP is determined by multiplying __________ by __________.
A. impact; impressions
B. impact; reach
C. engagement; frequency
D. reach; frequency

Question 13
0.0/ 5.0 Points
Which of the following is an inference-based process of transforming data into useful information?
A. Data analytics
B. Marketing measurement
C. Marketing metrics
D. Advertising measurement

Question 14

0.0/ 5.0 Points
Media __________ measures how inexpensively a media vehicle is able to communicate with a particular customer segment.
A. reach
B. impact
C. engagement
D. efficiency

Question 15

0.0/ 5.0 Points
Marketing-mix models came into popular use as a result of the:
A. switch to the 4 Cs view of the marketing mix.
B. switch to the 7 Ps view of the marketing mix.
C. widespread availability of scanner data.
D. increased use of digital marketing.

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