1. Downloading a chapter of a new book before buying it or listening to a few seconds of a song before purchasing it are examples of which aspect of the 4E framework?
a. Engage the customer
b. Excite the customer
c. Experience the product
d. Employ the product
e. Educate the customer
2. How is advertising intent guidance provided to influencers?
a. The federal government reviews all posts and prosecutes those who fail to disclose advertising motives.
b. The FTC publishes recommendations to help influencers engage in ethical marketing such as mentioning endorsements or using #ad in their posts.
c. The sponsoring brand reviews the post to ensure that
the advertising intent is unmentioned so it appears
more genuine to the audience.
d. No regulations or guidance are offered to influencers
regarding advertising intent.
e. Consumers host frequent forums to communicate their advertising preferences to influencers.
(Answers to these two questions can be found in the Quiz
Yourself Answer Key section.)
