1.When a customer makes a recommendation for (or against) a specific brand to another customer, it is called a(n)

Multiple Choice

• branded service.

• reminder.

• must-buy.

• informative transaction.

• pass-along.

2. Which statement about the role of white papers in business solutions is true?

Multiple Choice

• They help a customer solve a problem without promoting a particular company's products.

• They are regularly updated websites, written in an informal and conversational style.

• They have the promotional objectives of brand positioning.

• They directly address a customer's needs by minimizing click-away.

• They are very effective in building customers' trust when a subjective tone is used.

3. Which of the following statements about Pinterest is true?

Multiple Choice

• About three-quarters of Pinterest users are female.

• It is frequently used only by younger people, with no appeal for older age groups.

• It is growing faster than all other social media platforms.

• It does not insist on registration for sharing ideas and images.

• About 55 percent of the U.S. population used it in 2016.

4. ________ are countries that limit the use of cartoon characters in advertising to children.

Multiple Choice

• The United States and New Zealand

• Japan and the United States

• France and Japan

• New Zealand and France

• Switzerland and the United States

5. Advertising spending as a percent of sales dollars is LOWEST for

Multiple Choice

• grocery stores.

• hotels and motels.

• furniture stores.

• jewelry stores.

• department stores.

6. Which of the following would be the most likely reason a firm would use a pop-up or banner ad?

Multiple Choice

• The firm wants to build a brand.

• These types of ads have high click-through rates.

• Their customers know exactly what they want.

• Pop-up and banner ads are a unique way to reach potential customers.

• They are targeting customers that are ready to buy.