Number 26

24. Marketers use copy testing to assess the potential effectiveness of their marketing communications message. Which of the following measures comprises copy testing? a. Cost per thousand impressions Percentage of the target market exposed to the advertisement c. The number of times a person in the target market is exposed to the advertisement d. Pre- and postviewing purchase interest 25. When marketers use communications tools such as Facebook-sponsored ads and Amazon's product suggestions, which of the following types of marketing are they using? _a. Segment marketing b. Consumer-to-consumer marketing Customized marketing __d. Mass marketing __e. Business-to-business marketing 26. Which promotional tool(s) or tactic(s) comprise a push strategy? _a. Targeting opinion leaders and end users b. Coupons, contests, sweepstakes, and rebates c. Retailer slotting allowances (promotion fees) for carrying a new product d. Advertising to draw the interest of consumers who then go to their retailers and request the advertised product _e. All of the answers are correct. 27. You have been hired by a new organic juice company to run its digital marketing program for its product. One of the first initiatives you tackle is the firm's inbound marketing program. Which of the following tools would NOT be included as part of your inbound marketing program? a. A weekly podcast on organic produce hosted by the company's founder Creating paid search advertisements that are very good at gaining consumer attention c. A blog written by the CEO discussing the company's special events and plans for new flavors d. A search engine optimization (SEO) program headed by you, the marketer e Optimizing landing pages that are the first company web pages that consumers see after clicking on a search result 28. The makers of Red Bull Energy Drink want to generate eamed media and create associations between the brand and popular culture. Which of the following types of media vehicle may be particularly useful in this strategy? _a. Fifty-cent coupons distributed via direct mail __b. Advertising in the prime time television show The Voice c. Student brand ambassadors d. Giving away free samples of Red Bull e. Sponsorship of the Cliff Diving World Series