How are marketers responding to the decline of consumers' attention to mass-media advertising?
A. They are using more sales promotions.
B. They are using more media monitoring services to make event sponsorship more successful.
C. They are employing clipping services to determine the effectiveness of their press releases.
D. They are spending more money on television ads.
E. They are using more traditional mass-media-based advertising.
Answer: A
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A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here?
A) Celebrities should be attractive, but not too attractive. B) The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold. C) The celebrity's image should match that of the product and should embody cultural meaning. D) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.
A record in which the effects of transactions are first recorded and from which transaction amounts are posted to the ledger is a(n):
A. T-account. B. Account. C. Balance column account. D. Trial balance. E. Journal.
Ethics requires that the promotion of human welfare be done:
A. based on the personal opinions of the decision maker. B. based on the level of need of the beneficiaries. C. in a manner that is acceptable and reasonable from all relevant points of view. D. understanding the religious beliefs of the beneficiary.
The goals of an ethics training program do not include
a. Providing the necessary tools need by employees to understand the ethical decision-making process b. Explaining the procedure used when employees violate ethical standards c. Giving pay rises to all employees d. Creating a strong ethical work climate