Nathan gauged the level of exposure to his marketing campaign usingthe percentage of the target population exposed at least once to his advertisement, representing its a. reach. b. frequency. c. relevance. d. gross rating points. e. return on investment.
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| Nathan gauged the level of exposure to his marketing campaign usingthe percentage of the target population exposed at least once to his advertisement, representing its a. reach. b. frequency. c. relevance. d. gross e. return |
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- 1. What is the relationship between advertising expense and sales?2. Is advertising worth it based on this example?3. Regression equation derivedNielsen obtains ratings of local TV stations insmall markets by having households fill out diaryquestionnaires. These give information on (a) whois watching TV and (b) the program being watched. What are the limitations of this question-naire method?13. Each month, you generate a list of marketing leads for direct mail campaigns. Which of the following should you do before the list is used? A. Remove opt-outs. B. Exclude people who were on the list the previous month. C. Retain x% of the leads as control for performance measurement. D. Exclude people who were never on the list.
- Which of the following statements about marketing metrics is NOT correct? A) If the variance of consumer expenditures is relatively high, then share of wallet is better to measure loyalty than share of category requirement. B)Market share provides information about how sales are distributed among customers. C) Calculating market share and sales growth usually does not require individual customer data. D)Market share is calculated across buyers and non-buyers, whereas share of wallet is calculated only among actual buyers.Which one of the following is considered a disadvantage of sales force composite method of forecasting? a. Sales persons know which products and services, customers will not buy. b. Deliberate underestimation of forecasts by salesmen. c. Sales territories will assist in salesforce training. d. Consumers opinion regarding purchasing plan are better than salesforce opinion.Fundamental marketing communication decisions include ____________. Select one: a. positioning, targeting, setting objectives and budgeting b. positioning, mixing elements, budgeting and setting objectives c. none of the answers supplied for this question are correct d. targeting, budgeting, evaluating and planning e. positioning, evaluating, planning and forecasting Clear my choice
- Jane employs ambush marketing to help her determine which individuals or organizations are most likely to use the products of her electronic company. Select one: True FalseH&M claims that its female consumers are more brand loyal than male. The company’s management may want to determine from time to time whether or not this claim is true. This is an example of a. Directional hypothesis b. Non directional hypothesis c. Relational hypothesis d. Alternate hypothesisWhich one of the following responses is not true about an annual fundraising campaign? Group of answer choices An annual campaign is primarily used in the private sector. An annual campaign is conducted each year. An annual campaign is used to support operating expenses. An annual campaign can be used for short-term purposes.
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