A few years ago, people everywhere were participating in the Ice Bucket Challenge. The challenge promoted awareness of the disease amyotrophic lateral sclerosis (ALS) and encouraged donations to research. People would post a video of themselves dumping a bucket of ice water over their head or another person's head. The hallenge led to $114 million in contributions to ALS research in August of 2014 and over 17 million participated in the challenge around the world. This is an example of _______ media.

a. owned

b. paid

c. promotional

d. earned

LUVS is a diaper brand. It recently aired a television commercial showing how differently a mom approaches parenting with her first child compared to her second child. The spot ends by saying that parents of their second child are more likely to choose LUVS. A brief product demonstration is shown to prove that LUVS has superior leakage protection compared to competing brands. By demonstrating how LUVS is the better diaper, it is attempting to stimulate _______ based on the AIDA concept.

a. desire

b. interest

c. action

d. attention

Nia was recently shopping at Meijer grocery store, and a store employee was offering product samples of a new potato chip flavor. The employee also directed Nia to the location in a store aisle near her where Nia could purchase a bag of the chips for just $2.99. According to the AIDA concept, the store employee was trying to stimulate _______.

a. desire

b. attention

c. interest

d. action

Ethan recently accepted a sales position with Vector Marketing to represent Cutco. Ethan meets with customers in their homes and typically has several fresh food items such as apples or tomatoes with him. He uses the fresh food items so customers can compare their "favorite" knives with Cutco's knife featuring the Double D edge. Ethan has been surprised how engaged customers become during these activities because they believe that their knives will perform better than the Cutco brand. A customer's level of engagement and participation in the product demonstration is an example of how _______, a step in the AIDA process, is stimulated.

a. action

b. attention

c. desire

d. interest

Ayana was watching an episode of The Bachelor with her mom. During one of the commercial breaks, an advertisement for Mr. Clean airs showing a woman watching a muscular and sexy animated Mr. Clean who is cleaning around the house. This advertisement is most likely trying to create _______ in the mind of the consumer.

a. attention

b. action

c. desire

d. interest

Chao-xing is consulting with a retail store that sells furniture and appliances. The store uses television and radio advertising to gain consumers' attention and to create awareness of the store. Which element of the promotion mix should Chao-xing recommend the store use to create strong desire and purchase intent among its target market of customers?

a. Sales promotion

b. Personal selling

c. Social media

d. Public relations

Old Spice's "Smell like a Man, Man" campaign has revitalized the brand. The first television ad quickly went viral. Old Spice placed print ads using the same wording and talent in targeted publications and supplemented this with a social media presence on Twitter, Instagram, and Facebook. The campaign is an example of _______ marketing communications.

a. integrated

b. powerful

c. pervasive

d. cohesive

Assume you are a marketing consultant who has been hired to assist a jewelry store that is releasing a new product line. The store will be the only location in a 60-mile radius to carry this product line. Since the product is in the introduction stage of its life cycle, the jewelry store should use _______ to build awareness.

a. a contest to win a free item of jewelry

b. coupons in the newspaper

c. radio or television advertising

d. personal selling

Jorge is building a new home and will be selecting all new kitchen appliances. He and his wife, Mariana, will most likely be influenced by _______ when making their purchase decision since it is a complex decision.

a. a salesperson

b. sales promotion

c. social media

d. advertising

Menards, a home improvement super center retailer, often uses television advertising. Its advertisements feature the catchy musical jingle "Save big money at Menards" and highlight a specific product such as a pack of light bulbs from GE for a special price of $3.99. Which type of strategy is Menards using to sell its products

a. Push

b. Persuasive

c. Pull

d. Engagement