1) Interactive communications are more aboutthan about the number of impressions.A) sellingB) engagementC) targetingD) measurementE) response ratesAnswer:2) Yahoo! and Facebook are examples ofA) measurement companiesB) portal sitesC) cookiesD) sponsorsE) ad networksAnswer:3) The percentage of impressions that result in an ad click is theA) visit rateB) click rateC) clickthrough rateD) impression rateE) ad view rateAnswer:4) Types of banner ads include rectangle, big box, leaderboardandA) verticalB) perfect squareC) landscapeD) oblongE) skyscraperAnswer:5) Pre-printed inserts are also referred to asA) broadsheetsB) flexform advertisingC) classified advertisingD) free-standing insertsE) tabloidsAnswer SECTION ATrue/False Questions1. A smart company today takes a proactive stance andcommunicates the good things it is doing loudly and clearly.A) TrueB) FalseAnswer:2. A company delivering messages about its stance onprotecting the environment is an example of reputationmanagement.A) TrueB) FalseAnswer:3. Sixty-four percent of respondents to a survey recalled theCoca-Cola brand versus 39% who recalled the Ford brandafter viewing American Idol.A) TrueB) FalseAnswer:4. A Cheerios box containing a small sample package of LuckyCharms cereal is an example of cross sampling.A) TrueB) FalseAnswer:5. Experiential marketing involves potential customersinteracting directly with the product.A) TrueB) FalseAnswer:

Interactive communications is a form of two way communication in which both the participants are…

Answered: 1) Interactive communications are more…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

1) Interactive communications are more about
than about the number of impressions.
A) selling
B) engagement
C) targeting
D) measurement
E) response rates
Answer:
2) Yahoo! and Facebook are examples of
A) measurement companies
B) portal sites
C) cookies
D) sponsors
E) ad networks
Answer:
3) The percentage of impressions that result in an ad click is the
A) visit rate
B) click rate
C) clickthrough rate
D) impression rate
E) ad view rate
Answer:
4) Types of banner ads include rectangle, big box, leaderboard
and
A) vertical
B) perfect square
C) landscape
D) oblong
E) skyscraper
Answer:
5) Pre-printed inserts are also referred to as
A) broadsheets
B) flexform advertising
C) classified advertising
D) free-standing inserts
E) tabloids
Answer

Transcribed Image Text:SECTION A True/False Questions 1. A smart company today takes a proactive stance and communicates the good things it is doing loudly and clearly. A) True B) False Answer: 2. A company delivering messages about its stance on protecting the environment is an example of reputation management. A) True B) False Answer: 3. Sixty-four percent of respondents to a survey recalled the Coca-Cola brand versus 39% who recalled the Ford brand after viewing American Idol. A) True B) False Answer: 4. A Cheerios box containing a small sample package of Lucky Charms cereal is an example of cross sampling. A) True B) False Answer: 5. Experiential marketing involves potential customers interacting directly with the product. A) True B) False Answer:

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