CHAP 1S

What is one major reason traditional media viewership has declined?

• Rise in radio listenership

• Increased use of internet and social media

• Decrease in content quality

• Growth of print media

What inspired the creation of Lending Tree?

• Market research

• Frustration with traditional lending methods

• Government regulations

• Technological advances

In marketing communication, what is “noise”?

• Physical sound in ads

• Distractions that prevent messages from being received

• The volume of ads

• Competition between brands

Integrated Marketing Communications (IMC) focuses on:

• Isolating each marketing tool

• Coordinating all marketing tools for maximum impact

• Reducing marketing budgets

• Using only digital media

Which is NOT a step in a marketing plan?

• SWOT analysis

• Evaluation of performance

• Targeting irrelevant markets

• Setting marketing objectives

What trend has become more important in marketing communications?

• Emphasis on accountability and measurable results

• Reducing customer engagement

• Increasing reliance on television ads

• Ignoring global competition

Which of the following is a component of mobile marketing?

• Magazine ads

• Text messaging

• Television commercials

• Door-to-door marketing

In today’s media landscape, how long do consumers typically spend on non-television screens daily?

• 2 hours

• 5 hours

• 10 hours

• 15 hours

What term refers to consumers using multiple devices to gather information on a topic?

• Content grazing

• Investigative spider-webbing

• Social browsing

• Quantum computing

How has the internet shifted channel power?

• It strengthened traditional retail stores

• It gave consumers more control over purchase decisions

• It limited consumers’ buying options

• It increased brand loyalty