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Edit View History Bookmarks Window Help Help Save & Exit Exam 1 According to a recent study by Webmarketing 123 of both business-to-business (B2B) and business-to-consumer (82C) marketers while 87 percent of 828 marketers used social media, onlyclaimed they were able to measure RO Multiple Choice percent 17 percent 25 percent 27 pencent pencent < Prev 62 o 70 EEI Next > crosot word
Window Help File Edit View History Bookmarks Help Save&Exit Exam 1 Which of the following problems is a manager most likely to face if he or she uses sales as a measure of advertising effectiveness? 63 Multiple Choice Sales nesults offer little guidance or direction to those responsible for planning and developing the advertising There is a short often immeasurable, sme period between when dvertiing is run and when sales ectualy occu sees re¡เกิs ane anected by no moves gmix variable other บาคา ρǐce and promotion No intema Sales ane genely not cde a good indicaor for an Mic p 3
File Edit View History Bookmarks Window Help Exam 1 Exam 1 Saved According to the DAGMAR model, which of the following is a characteristic of a good objective? 64 Multiple Choice 2 o3s as 0357 23 A good objective is elaborative in nature. A good objective specities the target audience A good objective avoids specifying a time period A good objective specities the current market share A good objective is based only on sales results
Exam 1 Help Save& Exits An airline company set the folowing objective for its new advertising campaign: To increase the percentage of consumers who know our fares are lower than the competitors to 75 percent over the next six months. Using the criteria outlined by the DAGMA approach to setting objectives, identify what is wrong with this objective Muitiple Choice Iit is not a concrete statement of what message the airine wants to communicate t does not contain a benchmark starting point and the degree of change sought t does not specity a specific time period for accomplishing the objective t does not soecity awell defined target audience 《Prev 65 이 70 lll Next
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Answer #1

62. 17 per cent

  • Only 17 per cent can prove clear ROI although 87 % (B2B) marketers use social media. Similarly, in case (B2C) marketer 87 percent use social media, however, only 27 percent can calculate ROI.
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