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Multiple Choice Quiz
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1
Linkage media is media that helps prospects and customers link up with a company to inform prospects how to inquire about its product.
A)True
B)False
2
Companies receive the same benefits from the use of direct marketing as they do from advertising.
A)True
B)False
3
Push money is a form of consumer promotion.
A)True
B)False
4
The free song download that comes with the purchase of a box of General Mills cereal is an example of a premium.
A)True
B)False
5
The RFM formula examines _____, frequency, and monetary to identify the best customers.
A)reach
B)readiness stage
C)recency
D)reciprocity
E)relationships
6
One of the reasons some marketers do not use direct marketing is:
A)the absence of a tangible response
B)its clutter
C)its ability to be personalized
D)its inability to be used to develop long-term customer relationships
E)problems with competitive intelligence
7
Which element of the promotional mix is defined as the interpersonal communications process?
A)consumer promotions
B)direct marketing
C)advertising
D)personal selling
E)public relations
8
To create an effective sales promotion, an organization should:
A)take advantage of the element of surprise
B)stand alone as a source of advertising communication
C)not involve the trade
D)have specific objectives
E)do all of the above
9
_____ is defined as more products going through fewer retails. It gives greater control to the retailers and less to the manufacturers.
A)Slotting restrictions
B)Trade concentration
C)Push inventory
D)Diverting
E)Forward buying
10
U.S. Hispanics are responding to online cents-off offers on the Cupones y Muestras network, where the average visitor logs on three times a week for offers from packaged goods brands like Hershey, Hanes, and Lactaid. This network is a source of:
A)freestanding coupons
B)coupon rebates
C)electronic coupons
D)trade promotions
E)consumer promotions
11
In 2003, a consumer could get a free movie ticket to see the movie Seabiscuit by mail with the purchase of three boxes of Carr's brand crackers. The movie tickets would be an example of a(n):
A)premium
B)contest
C)trade deal
D)FSI
E)advertising specialty





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