Oxford University Press | Online Resource Centre

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Question 1

The promotional communications mix consists of five elements - what is missing from this list. Advertising, personal selling, sales promotion, direct marketing...?

a) Online marketing

b) Press relations

c) Public relations

d) Email marketing

Question 2

Which of the following is not one of the common models for assessing the cost of online advertising?

a) CPS (cost per sale)

b) CPA (cost per action)

c) CPM (cost per thousand impressions)

d) CPC (cost per click)

Question 3

Why are community web sites a particularly good place for placing online ads?

a) They attract users who are very keen to spend money online

b) They attract users who are normally eager to register for newsletters or more information

c) They attract large amounts of users who are susceptible to advertising

d) They attract specific segments and so provide excellent opportunities for targeted advertising

Question 4

The final stage of the email marketing process is that of measuring results. Which of the following is not a method of measurement?

a) Click-through rate

b) Conversion rate

c) Open rate

d) Cost per click

Question 5

The following quotes are describing what? "Network-enhanced word the of mouth." (Steve Jurvetson). "A marketing activity in which a company recruits customers to be sales agents and spread the word about he product." (Solomon et al).

a) Public relations

b) Direct marketing

c) Viral marketing

d) Segmentation

Question 6

Which of the following is a genuine drawback to initiating a viral marketing campaign?

a) Some people will not find the message funny

b) The originating organization has no control over the message once it is launched

c) The recipients might be annoyed at receiving a message they consider to be spam

d) The originating organization may target the wrong segment

Question 7

Which of the following is not something advertisers should practice in order to attract quality affiliates?

a) Offer greater rewards for more specific referrals

b) Provide help with advertising copy

c) Restricting the amount of affiliates employed

d) Provide real-time online reporting of commissions earned

Question 8

Downloadable company logos, details of company locations, short biographies of significant staff and a photo library should all be elements of what?

a) A virtual press kit

b) A public relations communication

c) An online press release

d) E-press relations

Question 9

What might have the objective of: building relationships, supplementing a dynamic web site, providing an income stream or marketing research?

a) Online advertising

b) Viral marketing

c) Direct marketing

d) Commercial newsletters

Question 10

Which of the following is not an example of automated sales models in a B2B environment?

a) The process where a buyer sets up an order sheet and visits a web page to enter quantities for the order to be processed

b) The vendor facilitates an automated basket to be set up by the shopper which they simply click on the 'confirm order' button to place a repeat order

c) The where the buyer, in their own time and convenience, scrolls through the products available and enters quantities for the goods they want

d) The sales process where the buyer places an initial order online then sets repeat delivery dates

Oxford University Press, Online Resource Centre, Chapter 11.

Chapter 11

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