11,

An organization decides to launch a social marketing program. Which of the following is most likely to be the objective of this program?

Multiple Choice

• Applying marketing principles to social issues

• Increasing the awareness about a paid service

• Reminding consumers about its most profitable product

• Analyzing the productivity levels of the organization

• Increasing the awareness about a new product offering

• 12

  Which of the following is a feature of POP (point-of-purchase) displays?

  Multiple Choice

• They minimize brand switching among existing consumers.

• They provide in-store support.

• They are effective as they are usually easy to get a good location in the stores.

• They reduce brand trial.

• They encourage higher consumption.

• 13,

  Which of the following is less effective for specific or detailed analysis of social influence?

  Multiple Choice

• Klout

• Twitalyzer

• Tweetlevel

• PeerIndex

• Postrank

• 14,

  Which of the following does NOT hold true for social media marketing?

  Multiple Choice

• It is more challenging to determine ROI for social media than for more traditional IMC applications.

• Media-sharing tools assist in leveraging social capital to build brand identity and relationships.

• Social media-aided platforms are an effective marketing tool for gaining mass popularity quickly.

• It is difficult to accurately target and segment markets using social networking platforms.

• Online platforms could act as a rapidly spreading complaint forum that can break the reputation of a brand quickly.

• 15,

• Shopper Corporation gives membership cards to customers that can be used to earn value points every time they shop at a Shopper outlet. This membership card allows its customers to make multiple purchases over time. The membership card is an example of a:

  Multiple Choice

• sweepstake.

• rebate offer.

• contest.

• loyalty program.

• markup.