Question 1

This is the added value or goodwill resulting from a favourable image and/or consumer attachment to a company name, brand name, or trademark:

Accepted Answer

Brand equity refers to the additional value that a brand provides to a product or service beyond what the actual product offers. It is the result of consumer attachment to the brand name, image, or trademark, and their positive perception of the brand's reputation. Brand equity can lead to increased loyalty, higher prices, and a competitive advantage for the company.

Question 2

Consumer Reports magazine ran an article comparing various shampoos and rated Pert Plus as the best brand. This article was reported on in various newspapers and television news programs. This is an example of:

Accepted Answer

The article in Consumer Reports magazine, and the subsequent reporting in various news outlets, provided positive publicity for Pert Plus. This was not a direct advertisement or sales promotion, but rather an objective analysis of the product's performance compared to other brands.

Question 3

is nonpersonal communication neither directly paid for nor run under identified sponsorship.

Accepted Answer

Publicity is defined as nonpersonal communication that is not directly paid for or run under identified sponsorship. It relies on news and media to spread information about a company or product. Public relations is also nonpersonal communication, but it is run under identified sponsorship by a company or organization. Sales promotion and advertising both involve direct payment for communication.

Question 4

A brand or corporate name and its identification through its logo, symbols, slogans, or trademarks represent:

Accepted Answer

Brand identity refers to the visual and verbal elements that represent a brand or corporate name. This includes logos, symbols, slogans, or trademarks that help consumers recognize and differentiate the brand from its competitors. Brand equity, on the other hand, refers to the overall value and perception of the brand in the minds of consumers. Product symbolism and product appeal are related to specific products or services, rather than the overall brand identity.

Question 5

Ads for computers and office furniture in Purchasing Canada, a trade magazine written and published especially for corporate and government buyers, are examples of ________ advertising.

Accepted Answer

The ad is targeting corporate and government buyers, which are other businesses. Therefore, it is an example of business-to-business (B2B) advertising.

Question 6

can be a cost-effective way to build a positive attitude toward the brand in potential consumers prior to, during, or after purchasing a product.

Accepted Answer

Advertising is a cost-effective way to build a positive attitude toward the brand in potential consumers. It can create awareness, inform and educate about the product, and persuade consumers to take action. Advertising can be done through various channels like TV, radio, print media, social media, etc. and can be targeted to specific demographics or geographic locations. This makes it an effective tool to create a solid brand image and reach a large audience at a minimal cost. Personal selling, price discounting, and sales promotion can also be effective in building positive attitudes toward a brand, but they can be more expensive and may target a smaller audience.

Question 7

advertising is targeted at individuals who buy or influence the purchase of industrial goods or services for their companies.

Accepted Answer

Business-to-business advertising is targeted at individuals who purchase industrial goods or services for their companies. Retail advertising is targeted at individual consumers, professional advertising is targeted at individuals in specific professions, and direct-response advertising is targeted at individuals who are likely to make a purchase or take action immediately after seeing the advertisement.

Question 8

Why does Samsung place advertising messages in media such as television, print, and outdoor to encourage consumers to interact with the brand online?

Accepted Answer

Studies show that consumers often research their purchases online before making a visit to a physical store. By placing advertising messages in other media such as television, print, and outdoor, Samsung can encourage consumers to interact with the brand online and potentially lead them to visit the company's website for more information before making a purchase. This aligns with the consumer behavior trend of researching online before making a purchase in-store.

Question 9

Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests, or sweepstakes are known as:

Accepted Answer

Consumer sales promotions are specifically targeted towards the ultimate users of a product, such as discounts, sampling, coupons, contests, or sweepstakes, to encourage them to buy the product. Trade sales promotions are targeted towards wholesalers or retailers to encourage them to stock or promote the product. Direct marketing incentives are promotions that are communicated directly to the consumer via email or mail. Strategic promotions refer to the overall promotional strategy of the company and may include a combination of trade and consumer promotions.

Question 10

Sales promotion programs targeted toward marketing intermediaries such as wholesalers, distributors, and retailers are known as:

Accepted Answer

Trade sales promotions are directed towards marketing intermediaries to encourage them to promote or sell a product to end consumers. Examples of trade sales promotions include trade allowances, cooperative advertising, and point-of-purchase displays. Functional inducements refer to benefits or incentives provided to employees to motivate them to perform better. Integrated promotions involve creating a consistent promotional message across different channels and communication tools. Consumer sales promotions are designed to encourage end consumers to make a purchase or take a specific action, such as offering coupons or rebates.

Question 11

Advertisements for a Parkell tooth polisher in Canadian Dentist, a publication for dentists, are an example of __________advertising.

Accepted Answer

The advertisement in Canadian Dentist is specifically targeting dentists, making it an example of professional advertising.

Question 12

Prime-time network television reached __________on a daily basis.

Accepted Answer

According to the text, prime-time network television reached 85% of Canadians on a daily basis.

Question 13

How does advertising differ from publicity?

Accepted Answer

Advertising is always paid for by the sponsoring organization, while publicity is not necessarily paid for and can be generated by the media or other external sources.

Question 14

Canadian advertisers spend more than___________annually.

Accepted Answer

According to a report by eMarketer, Canadian advertisers are expected to spend $14.72 billion in 2020.

Question 15

Which of the following statements about publicity is true?

Accepted Answer

Publicity is a specific tactic within the overall strategy of public relations. It involves using mass media to spread information about an organization or its products/services to a wide audience. Therefore, option D is correct as it states that publicity is an important communication technique used in public relations. Option A is incorrect as the two terms are not synonymous. Option B and C are also incorrect as they do not accurately describe the purpose and objective of publicity compared to public relations.

Question 16

Which of the following is NOT a technique used to generate publicity?

Accepted Answer

Packaging and product displays are not techniques used to generate publicity. They are used for product promotion and sales in retail settings. The other options listed, such as news releases, photographs, and press conferences, are commonly used in public relations to generate publicity and media coverage.

Question 17

When Jennifer Lawrence appears on "The Tonight Show with Jay Leno" as a guest to discuss her role in the "Hunger Games" movies, it is an example of:

Accepted Answer

This is an example of publicity, as it involves unpaid promotion through media coverage of Jennifer Lawrence's appearance on the talk show.

Question 18

One of the primary advantages inherent in the use of publicity is its:

Accepted Answer

The primary advantage of publicity is its credibility. Publicity is free and is often considered unbiased, which lends credibility to the organization or its product/service. Option A is not entirely true as there may be some variable costs associated with publicizing, such as creating press materials or hiring a public relations agency. Option B is not accurate as publicity is typically a one-to-many message and not personalized. Option C is also not entirely true as the organization can only influence the message, but not control it entirely, as the media may choose to modify or ignore it altogether.

Question 19

includes those marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer.

Accepted Answer

Sales promotion is the marketing activity that provides extra value or incentives to the sales force, distributors, or the ultimate consumer. Examples of sales promotion include discounts, coupons, contests, and free samples. Public relations, direct marketing, and brand equity do not necessarily involve incentives or extra value for customers or sales channels.

Question 20

McDonald's restaurants use a Monopoly game to allow customers to win various prizes. Each game piece that you receive as a result of a purchase either awards you a prize or fills in one section on a Monopoly board. Prizes can also be won if you own all the pieces of the railroads or all of one colour of property. This is an example of a:

Accepted Answer

This is a consumer sales promotion as it is aimed at encouraging customers to make a purchase in order to receive game pieces and have a chance to win prizes.

Quiz 1: Integrated Marketing Communications