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D. By answering an advertisement.
☐ A
☐ B
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C. By applying through an Internet site.
3) What was an aim of the publicity for the house party?
A. To improve men's dating skills.
B. To show people they needed AXE.
☐ C
C. To show an exotic location.
D. To excite people's curiosity.
☐ D
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4) According to Mary Drapp, what was the aim of the promotional campaign?
A. To encourage people to visit the website.
B. To increase brand awareness.
C. To encourage a different type of customer to buy the product.
D. To show the effectiveness of the product.
5) What was unique about the promotion of AXE?
A. The use of the Internet.
B. The free disc.
C. The house party.
D. The television program.
6) What was the effect of the marketing campaign?
A. Sales of AXE increased by 22%.
B. Brand awareness rose to 3.7%.
C. There was an increase in the percentage of young people men who knew more about AXE.
D. Twenty-two percent more people knew about AXE.
7) What was the goal of Unilever's promotional strategy for the AXE deodorant spray?
A. To create an advertising campaign focused on hygiene.
B. To organize parties for women to showcase the product.
C. To promote its products to older consumers.
D. To appeal to the American male youth culture.
8) How did AXE continue to benefit from the party event after it was over?
A. By turning the party into a television show.
B. By selling CDs of the music played at the party.
C. By offering free AXE samples to all party attendees.
D. By organizing more parties in different locations..
