All Short Answer Questions and Answers PDF

**[All Short Answer questions and answers]** What is starch? And explain?  - Starch Readership Test: Often used in print media to gauge engagement levels, measuring whether readers saw, associated, or most read of the ad. Give an example of ambush marketing and explain. short answer -...

**[All Short Answer questions and answers]** What is starch? And explain?  - Starch Readership Test: Often used in print media to gauge engagement levels, measuring whether readers saw, associated, or most read of the ad. Give an example of ambush marketing and explain. short answer - Ambush marketing involves non-sponsors associating with an event to appear as sponsors, whereas  When is the best time to use rebates in a product's lifecycle  Best Use by Stage - Introduction: Trial discounts. - Growth: BOGO or loyalty incentives. - Maturity: Seasonal or volume discounts. - Decline: Clearance and deep discounts. How do you measure the impact of PR \'of brand awareness?  - Media mentions, changes in public attitude, Advertising value equivalency AVE  - understand the difference between retail selling, direct selling, personal selling - Evolution of selling - all of it  - consultative selling  - relationship selling, partnership selling  Consultative Selling: Two-way communication, focused on understanding needs. - Strategic Selling: Customizes approach for each client. - Relationship Selling: Builds long-term customer loyalty. - Partnership Selling: Long-term relationships with after-sales support. nonverbal and verbal communication what is the difference  - Verbal & Non-Verbal Communication: Effective listening, clear speaking, and body language. Understand the difference between cultural & Arts events and sports events  - cultural is smaller , sports events is bigger Describe the steps in event market planning - Event marketing execution is involved in dealing with specific details of the event such as site selection and staging, staffing, operations and logistics, and strategy and security.  Difference between PR and Advertising- short answer  - PR earns trust through free, third-party coverage; advertising directly buys attention with paid messages. What is the primary difference between consumer promotions and trade promotions? - Consumer promotions target end-users to encourage trial or repeat purchases, while trade promotions incentivize intermediaries to push products through the supply chain. What is slippage in the context of rebates, and how does it benefit businesses? - Slippage refers to customers not redeeming rebates due to complex processes, reducing the financial impact on businesses while still encouraging sales. - Breakage refers to the unused portion of a prepaid product, service, or promotion that the business gets to keep as profit because the customer didn't use it. List two methods used to measure the effectiveness of sales promotions. - Redemption rates of coupons or rebates. - ROI (Return on Investment). How does PR differ from advertising in terms of credibility? - PR uses publicity, which is earned and often perceived as more credible, while advertising involves paid placements. What are the three levels of PR measurement? - Outputs: Reach and frequency. - Outcomes: Changes in attitudes or behaviours. - Business Results: ROI or market share growth. What is the key metric for PR success, and how is it calculated? - Advertising Value Equivalency (AVE): It compares the value of PR coverage to the cost of equivalent ad space. What are the advantages and disadvantages of PR? - Adv- cost-effective, build lasting relationships with stakeholders - Dis- Lack of control over media presentation, resource-intensive  What is ambush marketing, and how does it differ from event sponsorship? - Ambush marketing involves non-sponsors associating with an event to appear as sponsors, whereas event sponsorship involves financial support for advertising privileges. What are the factors to consider when selecting an event sponsor?  - Exclusivity of the event, complementarity, image alignment, measurable benefits like awareness, sales or media coverage  What are the types of sponsorships and their target audience?  - Sports sponsorship- Sport people  - Culture and Arts- upscale, higher income/educated people  How do you measure the success of experiential marketing?  - Brand awareness, media coverage, sales impact, customer feedback Name two benefits and two challenges of trade shows. - Benefits: Generate leads, and gather feedback. - Challenges: Significant planning and resource commitment. What is the main goal of experiential marketing? - To create a personal, memorable, and interactive experience that builds emotional connections with consumers. List two indicators used to measure the success of event marketing. - Brand awareness. - Media coverage. Differentiate between retail selling and B2B selling. - Retail selling engages customers directly for single or repeat transactions, while B2B selling involves trained representatives selling to other businesses. What are the seven steps in the selling process? - Prospecting, Pre-Approach, Approach, Presentation, Handling Objections, Closing, and Follow-Up. Name two types of selling strategies and their focus. - Consultative Selling: Focuses on understanding customer needs through two-way communication. What are the key skills required for effective personal selling?  - Confidence, active listening, clear communication (verbal and non-verbal), product knowledge and adaptability What are two metrics used to evaluate the effectiveness of sales promotions? - Redemption rates. - Contest participation levels. How do you measure the impact of PR on brand awareness?  - Media mentions, changes in public attitude, AVE   \-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-\-- All multiple-Choice questions and answers Chapter 8 2\. In most cases, a company will use either a \"push\" promotion strategy or a \"pull\" promotion strategy, rarely both. b\. False 4\. The most common consumer promotion objective is trial purchase. a\. True 6\. A coupon is a predetermined amount of money returned directly to customers by the manufacturer after the purchase has been made. b\. False 8\. Media-delivered coupons are popular if the objective if the primary objective is brand awareness. b\. False 10\. Product sampling is an effective, but expensive way to promote a product. a\. True 12\. Slippage is another word for product lost due to customer theft. b\. False 14\. When a brand offers 20 percent more of a product at the same price as a regular size item, this is known as a bonus pack. a\. True 16\. Louise accidentally through out her birthday gift card with the rest of the party clean up. Since the card was never used, this is an example of breakage. a\. True 18\. Marketing organizations often pay a percentage (often 50 percent or more) of the distributor\'s advertising cost, provided that the marketer\'s brand is featured prominently, this is called a performance allowance. b\. False 20\. For most brands, sales promotion is the focal point of their marketing communications efforts. b\. False 22\. Consumer promotions refers to those activities that are designed to stimulate consumer purchase, trying to get product into the distribution method by using a c\. pull strategy. 24\. One of the common types of trade promotions activities is d\. allowances. 26\. There are two basic types of promotion strategy: push and pull. In pull strategy, demand is created by e\. directing efforts at consumers. 28\. A sales promotion brief would NOT typically include a\. integrated marketing communication objectives. 30\. According to Resolve Corporation research shows the redemption rate for a coupon depends on the d\. perceived value of the offer in relation to the regular price. 32\. The most common objective of consumer promotion is to c\. encourage trial purchase. 34\. An agreement made by a wholesaler to distribute a manufacturer product to the retailer it supplies is called a a\. listing. 36\. Three common trade promotion objectives are to secure a listing with distributors, build sales volume, and e\. secure merchandising support. 38\. Due to its high impact and reach, \_\_\_\_\_\_\_\_\_\_ is a medium that is often used in conjunction with sales promotion in order to create awareness and excitement. d\. television 40\. Which of the following measures could be used to evaluate the success of a sales promotion? a\. response rate b\. coupon redemption rate c\. incidence of trial purchase d\. number of contest entries The answer is : e\. All of the above could be used to measure the success of a sales promotion plan. 42\. According to the Canadian Deals Association, which keeps records on coupon distribution., the average redemption rate of coupons in Canada is d\. 1.26 percent. 44\. Which of the following methods of coupon distribution would be best if the objective is repeat purchase? e\. in-pack or on-pack self-coupons 46\. This type of product-delivered coupon is valid on the purchase of a different product. d\. cross-ruff 48\. According to the Promotion Marketing Association research shows that 68 percent of respondents d\. were \"excited\" about receiving a sample. 50\. Many manufacturers do not select product sampling as a sales promotion strategy d\. due to the high costs involved. 52\. Marketers need to be familiar with section 189 of the *Criminal Code* and Sections 52 and 59 of the *Competition Act* if they plan on c\. running a contest. 54\. Sally collected labels for weeks on a promotional offer for her favourite yogurt, but she failed to send them to the company and request the refund. This is known as c\. slippage. 56\. An additional item given free, or greatly discounted, to induce purchase of the primary brand is also called a d\. premium. 58\. In terms of premiums, bonus packs rank lower in terms of popularity, but they do offer some benefits. Which of the following is NOT an objective met by bonus packs? e\. They increase product awareness. 60\. The best known and longest running loyalty program in Canada is run by e\. Canadian Tire. 62\. A result study revealed that 86 percent of Canadians e\. participate in at least one loyalty program. 64\. Which of the following is not a common trade promotion option? b\. on-pack premiums 66\. Kraft Canada often offers retailers a discount to encourage them to set-up some special displays for one or more of their products. This is called a(n) d\. performance allowance. 68\. A manufacturer of golf balls offers free premium golf bags to distributors to encourage them to purchase more products and to secure additional merchandising support. The use of the bags is an example of b\. dealer premiums. 70\. One of the risks of using sales promotions is that used too often they can e\. Both B and D are correct. Chapter 9 1\. Public relations will play a more strategic role in marketing communications in the future. a\. True 3\. Public relations is a subset of publicity. b\. False 5\. When Ford was launching its Ford Focus, it gave the use of them for free to a group of trendsetters who would in turn promote the product by word-of-mouth. This is an example of product placement. b\. False 7\. If a company wanted to build an image and develop relationships with customers, public relations could be a part of its integrated marketing communications strategy. a\. True 9\. The strategic role of public relations should be examined based on how best to reach the opinion leaders well in advance of the public. a\. True 11\. Although a website costs money to set-up and maintain, it can prove to be a very effective public relations tool. a\. True 13\. Social media has change communication from dialogue to monologue. b\. False 15\. A corporate blog can be an effective way for a company to deliver its message utilizing even video content. a\. True 17\. The best way to evaluate the success of a public relations plan is to measure sales and market share. b\. False 19\. One of the advantages of public relations done properly, is that it can be a credible source of information. a\. True 21\. \_\_\_\_\_\_\_\_\_\_ is a form of communications primarily directed toward gaining public understanding and acceptance. c\. Public Relations 23\. Suppliers, distributors, and customers are all members of a firm\'s e\. internal publics. 25\. The goal of \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ is to conduct communications in such a way that an organization builds an open, honest, and constructive relationship with its various publics. b\. public relations 27\. When Microsoft develops advertising designed to convey a favourable image of its company among its various publics it is developing c\. corporate advertising. 29\. If a company where to create a separate Public Relations department, which of the following would NOT usually fall under the department\'s area of responsibility? b\. event management 31\. The Good Purpose survey conducted by global PR firm Edelman shows that some \_\_\_\_\_\_ percent of Canadians are more likely to recommend a brand that supports a good cause than one that doesn\'t. e\. 70 33\. Toyota in 2010 had to recall 4 million vehicles in Noth America because of sticky gas pedals. Theri handling of this issue was an example of e\. reputation management. 35\. As there is an implied endorsement by the media, publicity can be e\. more legitimate. 37\. One of the major opportunities for a company to generate positive publicity is d\. securing a contract that will create jobs. 39\. Companies must be prepared for crisis situations. Part of this preparation involves c\. training senior executives on how to act instantly and demonstrate control. 41\. The fact that cast *Gossip Girl\'s* characters went from carrying Verizon phones to the Applie iPhone is an example of a\. product placement. 43\. BMW experimented with \_\_\_\_\_\_\_\_\_\_\_\_ when it partnered with Fairmont Hotels & Resorts, allowing members of the Fairmont\'s loyalty program access to a BWM X5 during their stay. a\. product seeding 45\. Fashion designers often give their fashions to celebrities for free, hoping that the celebrities will talk about the product to others. This is an example of e\. word-of-mouth marketing. 47\. When a company sponsors community events, local groups, and/or sporting teams, they are engaging in a\. community relations. 49\. The planning of public relations communications is best left to c\. specialists. 51\. Regardless of the situation or desired outcome, public relations objectives tend to be similar to a\. advertising objectives. 53\. The final step of a public relations plan is usually a\. measurement and evaluation. 55\. If an organization does not have anything newsworthy to say directly about a product, they may try to generate publicity by promoting a marketing activity that is related to the product. This is known as a d\. borrowed-interest strategy. 57\. When Maple Leaf Foods gathered news reporters to witness the release of important information about its listeriosis outbreak in 2008, it was a\. holding a press conference. 59\. In order for your local fitness centre to issue an effective newsletter as a public relations tool, it must have a(n) c\. database of names and addresses. 61\. The primary purpose of this document is to provide current and prospective investors and stakeholders with financial data and a description of an organization\'s operations. a\. annual report 63\. A frequent, chronological publication of personal thoughts at a website is called a(n) a\. blog. 65\. The \_\_\_\_\_\_\_\_\_\_\_\_\_\_ news release can include a variety elements such as photos and video, links to blogs, digital tags, and RSS feeds. a\. social media 67\. In terms of measurement of Public Relations, outcomes measure attitude and \_\_\_\_\_\_\_\_\_\_ change. e\. behavioural 69\. One of the key advantages of public relations is e\. that public relations can be seen as being more credible. Chapter 10 2\. Shopper marketing is essential since 90 percent of brand selections are made in-store. b\. False 4\. Maybelline cosmetics can reach its target market more effectively than advertising with its sponsorship of the World MasterCard Fashion Week event. This is one overall reason why event sponsorship works. a\. True 6\. At the 2010 FIFA World Cup, 36 women dressed in orange so as to represent Bavaria beer, drew attention in the stands during a Netherlands soccer match, where Braviaria is sold. Since Budweiser was the official sponsor, this is an example of ambush marketing. a\. True 8\. The money that General Motors paid to have its name associated with GM Place in Vancouver is an example of sports sponsorship. b\. False 10\. Film and other types of theatre festivals are now popular with marketing decision makers as organizers are offering customized packages better suited to sponsor\'s unique needs. a.True 12\. What separates cultural events from sports and entertainment events is the audience size. Cultural events attract a smaller, but more influential audience. a\. True 14\. One of the hottest sponsorship properties in Canada is on CBC and TSN hockey broadcasts. a\. True 16\. Companies should seek events that offer exclusivity as sponsorship opportunities. a\. True 18\. Although sales is an important measure of the success of an event, the real sales benefit may take years to see. a\. True 20\. A schedule of daily events that shows the various dates, times and locations of activities at an event is called a run sheet. a\. True 22\. Public relations is NOT a part of the marketing communications strategy for an event. a\. True 24\. Red Bull wants to create an emotional connection with their consumers in personally relevant and memorable ways. It uses a uniquely decorated vehicle and sends it out to venues with very upbeat people to generate fun and offer samples. This is called e\. experiential marketing. 26\. The process, planned by a sponsoring organization, of integrating a variety of communications elements with a single theme is called e\. event marketing. 28\. The financial support of an event in exchange for advertising privileges associated with that event is called c\. event sponsorship. 30\. The North American sponsorship market is valued at approximately c\. \$ 18.1 billion annually. 32\. Among the various categories of sponsorships, the largest in terms of dollars invested by marketing organizations is e\. sports sponsorship. 34\. Sponsorship of the Canadian track and field championships falls under this level of sports event marketing. a\. national 36\. A strategy used by non-sponsors of an event to capitalize on the prestige and popularity of the event by giving the false impression they are sponsors is also called c\. ambush marketing. 38\. Linking a brand name or company name to a physical site such as a stadium, arena, or theatre is called b\. venue marketing. 40\. Companies like General Motors, Bell Canada, and RBC invest so much into sports marketing because of their need for the two key indicators of success in this area: brand awareness and d\. brand association with the event. 42\. JC Penny participates in \_\_\_\_\_\_\_\_\_\_\_\_ by participating with the Academy Awards, in other words, the \"Super Bowl for women.\" e\. entertainment sponsorship 44\. What separates cultural events from sports and entertainment events? d\. the size of the audience 46\. CIBC\'s sponsorship of the Canadian Breast Cancer Foundation CIBC \"Run for the Cure\", where the overall goals is to raise funds to help find a cure for cancer, is an example of a\. cause-related marketing. 48\. The need for companies to be differentiated within events they sponsor calls for c\. exclusivity. 50\. If Visa wanted to measure the benefits of its involvement with the Toronto International Film Festival (TIFF), which of the following would NOT be measured? d\. timeliness 52\. Pepsi-Cola and Frito Lay sponsor the Super Bowl because it allows them to leverage the affilition consumer and trade promotions. This is an example of b\. using sponsorships to complement promotional activities. 54\. When determining whether or not to spend dollars on event marketing and sponsorship, a company needs to consider that the basic appeal of event marketing is that it provides an opportunity to communicate with consumers in an environment e\. in which they are already emotionally involved. 56\. Once the event concept and design has been established, the next step in the event marketing planning process is to determine the c\. event objectives. 58\. According to the textbook, key influences on theme development for an event are c\. one\'s imagination and money. 60\. When designing the event it is key that the \_\_\_\_\_\_\_\_\_\_\_ is in keeping with the positioning of both the event, the sponsoring company, and the product. a\. suppliers b\. speakers c\. meals d\. venue e\. All of the above 62\. A critical event planning tool is a schedule of daily events, which is also called a c\. run sheet. 64\. One of the critical elements of event marketing strategy involves identifying the essential features and benefits of the event that can be used in messages to the target audience. This falls under the \_\_\_\_\_\_\_\_\_\_ heading in an event marketing strategy. b\. product strategy 66\. Pricing strategy for an event involves deciding how much to charge for the event and e\. a plan for purchasing tickets. 68\. Which of the following is NOT a usual element of the marketing communications strategy for an event? b\. sales promotion 70\. If Rogers was working on the marketing execution of an upcoming event, which of the following would NOT be a important decision in the \"site selection and staging\" portion of the event marketing execution? e\. staffing 72\. The process of dismantling everything after an event is called a\. bump-out. Chapter 11 1\. Advertising and promotions create awareness and interest, whereas personal selling creates desire and action. a\. True 3\. Generally speaking, a low-key approach involving positive customer contact is the best way to ensure sales success in retail. a\. True 5\. Two types of direct selling are telemarketing and online selling. a\. True 7\. Consultative selling takes strategic selling to the next level. b\. False 9\. Partnership selling is also called Customer Relationship Management or CRM. b\. False 11\. A salesperson is born with the personal characteristics required to be an effective salesperson or not - it is difficult to train a person to exhibit these personal characteristics. b\. False 13\. Product configuration is especially important in complex selling situations. a\. True 15\. Good salespeople know the competitors\' products almost as well as their own. a\. True 17\. Durability, design, and economy of design can all fall under product benefits. b\. False 19\. Good salespeople know when to close; often referred to as the \"sixth sense\" of selling. a\. True 21\. Face-to-face communication involving the presentation of features and benefits of a product or service to a buyer is called c\. personal selling. 23\. At Future Shop, an electronics store, salespeople spend time with customers offering courteous service, and then close the sale on site. This is an example of c\. retail selling. 25\. Avery direct selling job is to qualify customers. This means her role is to assess if a prospect needs a product, has the authority to buy it, and b\. has the ability to pay for it. 27\. In this type of selling, salespeople either sell products for use in the production and sale of other products, or sell products to channel members who in turn resell them. c\. business-to-business selling 29\. An organization\'s external sales representatives who regularly call on customers to pursue orders are also called the company\'s b\. field sales force. 31\. A form of selling that stresses open, two-way communication between a buyer and a seller is called c\. consultative selling. 33\. \_\_\_\_\_\_\_\_\_\_ selling stresses open two-way communication between sellers and buyers. b\. Consultative 35\. Peter sells industrial chemicals. He works hard to deal with each customer as an individual and tailors his presentations to show his customers how his products will meet their unique needs. Peter is practicing e\. strategic selling. 37\. Sue sells industrial paper. She works hard to build a long term relationship with customers and believes in building rapport and trust with her customers. Sue is practicing a\. relationship selling. 39\. Inside a selling strategy the salesperson must effectively position the product in the customer\'s mind by relating the right benefits to a unique \_\_\_\_\_\_\_\_\_\_\_ or situation that the customer presents. c\. problem 41\. Changing conditions in the marketplace have fostered the concept of \_\_\_\_\_\_\_\_\_\_ selling. a\. partnership 43\. What advice, with respect to personal characteristics, would you give to someone wanted to be successful in personal selling? e\. Project a good image in social situations. 45\. Successful salespeople effectively blend together verbal and \_\_\_\_\_\_\_\_\_\_ communications. e\. non-verbal 47\. Preparation and knowledge is key to the success of a salesperson. Knowledge is divided into three areas: product knowledge, company knowledge, and c\. competitor knowledge. 49\. The values, beliefs, norms, and practices shared by all employees of an organization is called the b\. corporate culture. 51\. Which of the following is NOT a key responsibility for a salesperson in a business-to-business? c\. promotional planning 53\. Red River College offers a Business Administration Program with small class sizes allowing students to get more individualized attention and support from instructors. The small class size is a product \_\_\_\_\_\_\_\_\_\_ and the fact that the get more individualized attention and support is a \_\_\_\_\_\_\_\_\_\_. e\. feature, benefit 55\. The process of calling on people or organizations without appointments or advance knowledge of them is called e\. cold canvas. 57\. Which of the following steps, in the seven essential steps in the personal selling process, takes the longest to complete? b\. sales presentation 59\. Prospects almost always express resistance. An objection is really b\. a cue for more information. 61\. Which of the following is an example of a closing cue? a\. the buyer asks about delivery timelines b\. the buyer intently reviews the brochure c\. the buyer nods in agreement d\. the buyer asks \"What type of warranty do you provide?\" The answer is: e\. All of the above. 63\. \_\_\_\_\_\_\_\_\_\_ consists of asking for the order, and it is the most difficult step in the process of selling. b\. Closing 65\. Tom is a car salesman. He has been working with a customer for some time and feels that the customer is ready to buy. He asks for the order by saying \"Would you like the red car or the blue car?\" Which closing technique does this illustrate? e\. alternative-choice close 67\. To sell successfully closing should begin c\. at the start of a presentation. 69\. To be successful in the future, salespeople and their companies must consider the importance of \_\_\_\_\_\_\_\_\_ in communicating with customers. b\. teamwork Chapter 12 2\. The first step in conducting primary research is setting the objectives and hypotheses. b\. False 4\. In marketing research, generally, the larger the sample, the greater the accuracy of the data collected and the higher the cost. a\. True 6\. Test marketing is a form of observational research. b\. False 8\. A major strength of focus groups is the reliability of the data generated. b\. False 10\. Recruiting respondents to participate in online surveys is not only difficult but leaves the validity of the information collected in question. b\. False 12\. When trying to determine if their product\'s level of brand awareness varies by gender, an organization would perform crosstabulation on the data. a\. True 14\. The process of counting various responses for each question in a survey is called tabulation. a\. True 16\. A Starch readership test divides responses into three categories: noted, associated, and read most. a\. True 18\. Eye-movement camera tests, pupilometer tests, and a voice pitch analysis tests are popular with researchers because emotions trigger physiological responses that can be measured. a\. True 20\. If a company wanted to track a user\'s browsing patterns it is best to use response cards. b\. False 22\. The marketing function that links the consumer to the marketer through information is d\. marketing research. 24\. A research procedure\'s ability to measure what it is intended to measure is called e\. validity. 26\. Bell Canada contacted 1000 customers and surveyed them to find out their opinions on Bell Canada and its competitors. This is an example of b\. primary research. 28\. A statement that outlines what the marketing research is to accomplish is called a(n) b\. research objective. 30\. Eddie Bauer wants a representative portion of their entire target to be used to obtain information about their target market. They wish to us a(n) e\. sample. 32\. In marketing research, a group of people with a certain specific age, gender, or other demographic characteristics is called a b\. population. c\. universe. e\. Both B and C are correct. 34\. In marketing research, a list used to access a representative sample of a population is called a a\. sampling frame. 36\. In marketing research, a sample of respondents who are known to have an equal chance of being randomly selected from the sampling frame is called a(n) a\. probability sample. 38\. Staff at Costco often randomly stop shoppers inside their stores to seek their input on a number of marketing issues. This is called a(n) c\. non-probability sample. 40\. A larger sample size offers \_\_\_\_\_\_\_\_\_\_ accuracy of the data collected at a \_\_\_\_\_\_\_\_\_\_ cost. a\. greater; higher 42\. Canadian Tire administers a customer questionnaire consisting of ten questions about the level of customer service received. Each question includes a pre-determined set of answers for the respondents to choose from. This in an example of d\. fixed-response questioning. 44\. Which of the following is NOT one of the primary means of contacting consumers when conducting surveys to collect quantitative data? a\. test markets 46\. Research in which one or more factors are manipulated under controlled conditions, while other elements remain constant so that the respondents reactions can be evaluated is called e\. experimental research. 48\. Which of the following statements is true about focus group data? b\. Focus group data may be unreliable. 50\. If a university wanted to compare and contrast answers to a student survey on \"university life\" by year of study and gender, with the total number of responses then a \_\_\_\_\_\_\_\_\_\_\_\_ would be conducted. d\. cross-tabulation 52\. Which of the following is NOT a disadvantage of using personal interviews as a survey method? d\. low rate of participation 54\. Which of the following is NOT a common technique for measuring the effectiveness of creative? c\. frequency testing 56\. A car manufacturer wanted to conduct a post-test to measure their latest ad\'s impact by asking respondents to explain the key message of the ad. If no situational information is provided to help the respondents, they have chosen to conduct a(n) \_\_\_\_\_\_\_\_\_\_\_\_ recall test. c\. unaided 58\. Facebook recommends that companies measure \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ to tell how well a brand is doing in terms of conversation compared to competitors. b\. share of voice 60\. Which of the following is a common physiological-response testing method? c\. pupilometer test 62\. Which of the following is a common way to measure and evaluate trade sales promotion? a\. number of new product listings 64\. Measuring the effectiveness of \_\_\_\_\_\_\_\_\_\_\_\_\_\_ is relatively easy since advertisers only pay for the ads\' placement when people click on them, and they can also track when clicks translate into purchases. a\. search ads 66\. An organization that scans the print and broadcast media in search of a company\'s or brand\'s name is called a(n) c\. clipping service. 68\. Since the key benefit of experiential marketing is to engage the audience on an emotional level, one of the key measures for the success of an experiential marketing campaign is e\. image perceptions 70\. Which of the following is NOT a common measure of the effectiveness of the Integrated Marketing Communications effort? d\. impressionsthe success of an experiential marketing campaign is e\. image perceptions 70\. Which of the following is NOT a common measure of the effectiveness of the Integrated Marketing Communications effort? d\. impressions