CAA: QUESTIONS AND ANSWERS, LATEST UPDATE. ALREADY GRADED
A+
Media that offer opportunities for dialogue and two-way conversations between companies and
customers, as well as among consumers, are most accurately descrnbed as..........
A. interceptive
B. engaging
C. niche
D. addressable
E converging
A
Which of the following most accurately identifies the strength of newspapers and magazines?
A. delivering personalized
B. creating two-way communication
C. delivering information in depth
D. tailoring programs to audience tastes
E. bringing entertainment into the home
C
Which of the following is one of the basic functions of advertising?
A. entertainment
B. public relations
C. competition
D. identification
E. two-way com munication
D
Which pricing strategy is used to communicate a dramatic or temporary price reduction?
A. parity pricing
B. customary pricing
C. value pricing
D. copy pricing
E. promotional pricing
E
a practice that is sometimes referred to as trade promotions are directed at distribution channel
members.
A. value-added marketing
B. partner relations hip management
C. customer relationship management
D. payout planning
E. channel marketing
e
,Which of the following is FALSE regarding online communication?
A. The presents at least as many challenges to public relations professionals as it does opportunities
B. The Internet makes it possible to present the company's image and story without going through the
editing of a gatekeeper.
c. Corporate websites have become an important part of corporate communication.
D. Gossip and rumors can spread around the world within hours.
E. The Internet does not allow managed communication directly between organizations and audiences
without the gatekeeping function of other mass media.
E
Which of the following does NOT add value to a product?
A. All of the above add value to a product.
B. advertising
C. useful features
D. branding
E. convenience
b
the most basic level of evaluation of the effectiveness of a sales promotion, managers require proof
of....
A. sales rates
B. brand recognition
C. promotion execution
D. trial rates
E. brand recall
C
Which of the following most accurately describes an objective of advertising?
A. encourage an immediate action
B. add tangible value to the product or service
C. create a brand image over time
D. emphasize price over value
E. contribute to short-term profitability
C
Marwin is a senior account planner and is in charge of tracking studies. At which stage of a campaign
tracking study performed?
A. after an ad or campaign has run ad or campaign
B. before an sun
C. during and after a campaign runs
D. while an ad or campaign runs
E. before and after a campaign run
C
, Cigarette advertising on ..........
A. radio and television only
B. television only
C. the Internet only
D. radio only
E. radio, television, and the Internet
c
New product campaigns and brand reminder ads are typically designed to create and maintain a high
level of brand ........
A. awareness
B. semiotics
C. learning
D. synergy
E. transformation
A
.........is a technique of mining the information in databases to uncover prospective buyers whose
characteristics match those of users.
A. Profiling
B. Skimming
C. Fulfillment
D. Searching
E. Relationship marketing
A
Information that is collected for the first time from original sources is called..... research
A. government
B. quantitative
C. market
D.secondary
E. primary
E
Advertising that announces facts about products that are available in nearby stores and focuses on
stimulating store traffic and creating a distinctive image for a retailer is known as retail or.............
advertising
A. institutional
B. direct-response
C. local brand
D.public-service
B
A+
Media that offer opportunities for dialogue and two-way conversations between companies and
customers, as well as among consumers, are most accurately descrnbed as..........
A. interceptive
B. engaging
C. niche
D. addressable
E converging
A
Which of the following most accurately identifies the strength of newspapers and magazines?
A. delivering personalized
B. creating two-way communication
C. delivering information in depth
D. tailoring programs to audience tastes
E. bringing entertainment into the home
C
Which of the following is one of the basic functions of advertising?
A. entertainment
B. public relations
C. competition
D. identification
E. two-way com munication
D
Which pricing strategy is used to communicate a dramatic or temporary price reduction?
A. parity pricing
B. customary pricing
C. value pricing
D. copy pricing
E. promotional pricing
E
a practice that is sometimes referred to as trade promotions are directed at distribution channel
members.
A. value-added marketing
B. partner relations hip management
C. customer relationship management
D. payout planning
E. channel marketing
e
,Which of the following is FALSE regarding online communication?
A. The presents at least as many challenges to public relations professionals as it does opportunities
B. The Internet makes it possible to present the company's image and story without going through the
editing of a gatekeeper.
c. Corporate websites have become an important part of corporate communication.
D. Gossip and rumors can spread around the world within hours.
E. The Internet does not allow managed communication directly between organizations and audiences
without the gatekeeping function of other mass media.
E
Which of the following does NOT add value to a product?
A. All of the above add value to a product.
B. advertising
C. useful features
D. branding
E. convenience
b
the most basic level of evaluation of the effectiveness of a sales promotion, managers require proof
of....
A. sales rates
B. brand recognition
C. promotion execution
D. trial rates
E. brand recall
C
Which of the following most accurately describes an objective of advertising?
A. encourage an immediate action
B. add tangible value to the product or service
C. create a brand image over time
D. emphasize price over value
E. contribute to short-term profitability
C
Marwin is a senior account planner and is in charge of tracking studies. At which stage of a campaign
tracking study performed?
A. after an ad or campaign has run ad or campaign
B. before an sun
C. during and after a campaign runs
D. while an ad or campaign runs
E. before and after a campaign run
C
, Cigarette advertising on ..........
A. radio and television only
B. television only
C. the Internet only
D. radio only
E. radio, television, and the Internet
c
New product campaigns and brand reminder ads are typically designed to create and maintain a high
level of brand ........
A. awareness
B. semiotics
C. learning
D. synergy
E. transformation
A
.........is a technique of mining the information in databases to uncover prospective buyers whose
characteristics match those of users.
A. Profiling
B. Skimming
C. Fulfillment
D. Searching
E. Relationship marketing
A
Information that is collected for the first time from original sources is called..... research
A. government
B. quantitative
C. market
D.secondary
E. primary
E
Advertising that announces facts about products that are available in nearby stores and focuses on
stimulating store traffic and creating a distinctive image for a retailer is known as retail or.............
advertising
A. institutional
B. direct-response
C. local brand
D.public-service
B
