Chapter 15

21. Another term for publics is ________, which refers more specifically to people who have a stake, financial or not, in a company or organization.

A) targets

B) stakeholders

C) audience

D) shareholders

22. Which of the following is the term that describes what a group of people thinks?

A) public opinion

B) public relations

C) publicity

D) brainstorm

23. Important people who influence the opinions of others are known as ________.

A) gatekeepers

B) trend spotters

C) opinion leaders

D) third-party endorsers

24. The trust on which goodwill is based comes from ________.

A) popular products

B) offering many products

C) what the government says about what a company does

D) corporate integrity

Chapter 16

25. ________ marketing occurs when a seller and customers deal with each other directly rather than through an intermediary, such as a wholesaler or retailer.

A) Integrated

B) Simplified

C) Leveled

D) Direct-response

26. Which of the following refers to the percentage of direct-marketing contacts who actually act on a direct-marketing communication?

A) frequency

B) conversion rate

C) recency

D) fulfillment rate

27. The best customer prospects of direct marketers are ________.

A) profiled consumers

B) current customers

C) affiliated consumers

D) segmented consumers

28. Getting the product to those who order it is called ________.

A) fulfillment

B) generation

C) prospecting

D) conversion

Chapter 17

29. What is the ultimate goal of sales promotion?

A) consumer action

B) brand awareness

C) brand identification

D) brand liking

30. A temporary price reduction, sale price, or freebie is known as a ________.

A) refund

B) rebate

C) price deal

D) trade deal

31. A consumer is able to try a product or service through ________.

A) a warranty

B) sampling

C) a premium

D) a specialty

32. ________ require participants to compete for a prize or prizes based on some sort of skill or ability.

A) Sweepstakes

B) Swag offers

C) Contests

D) Premiums

Chapter 18

33. Which of the following enables consumers to self-select themselves into a brand's target market?

A) total communication strategies

B) 360-degree communication

C) spherical marketing

D) permission marketing

34. When using a ________ in setting objectives, a planner uses a comparable effort, such as a similar product or prior campaign, to set a logical goal.

A) baseline

B) target

C) benchmark

D) schedule

35. The term ________ refers to any group of people who have an interest in the success of a company or brand.

A) employee

B) shareholder

C) stakeholder

D) regulator

36. Using the ________ for budgeting, the budget is determined based on last year's budget, typically with a percentage increase for inflation.

A) historical method

B) objective-task method

C) percentage-of-sales method

D) competitive method

Chapter 19

37. ________ helps marketers to make final go/no-go decisions about finished or nearly finished ads by assessing the strength of the finished message and predicting how well it will perform.

A) Pretesting

B) Tracking

C) Diagnostic testing

D) Wave analysis

38. Which of the following takes place while a campaign is running?

A) concept testing

B) semiotic testing

C) monitoring of buzz

D) measuring ROI

39. What do tracking studies show?

A) performance of a marketer's brand over time

B) the break-even point for a campaign

C) return on investment for the campaign

D) past performance of a brand

40. Recall tests and recognition tests are two types of ________ tests.

A) inquiry

B) persuasion

C) semiotics

D) memory