Exam 4 Q&A

Chapter 11

1. What is the primary reason that customers participate in incentive plans?
   A) To learn about new products
   B) For superior customer service
   C) To obtain discounts
   D) They are lured with spiff money

Chapter 12

1. Most customers are willing to sacrifice price, quality, convenience, availability, and performance for the sake of the environment.
   A) True
   B) False
   
2. The Wheeler-Lea Amendment, which prohibits false and misleading advertising, was enacted in what year?
   A) 1938
   B) 1944
   C) 1957
   D) 1961

Chapter 13

1. Applications that function within a website are called:
   A) Microsites
   B) Minisites
   C) Interstitials
   D) Widgets
   
2. The most frequently used Internet function is search.
   A) True
   B) False

Chapter 15

1. A group of people are asked to browse through a portfolio and identify the ads that stand out most. Which message evaluation technique is being used?
   A) Concept testing
   B) Recognition testing
   C) Attitude/Opinion testing
   D) Copy testing
   
2. Recognition tests are often used with ___ tests.
   A) Concept
   B) Emotional reaction
   C) Recall
   D) Physiological arousal