Question 1

Market leaders are more likely to engage in comparative advertising.

Accepted Answer

The answer of Market leaders are more likely to engage...

Question 2

Successful direct marketing should prompt consumers to take action.

Accepted Answer

Successful direct marketing aims to elicit an immediate response or action from the target audience, such as making a purchase, registering for a newsletter, or visiting a website.

Question 3

Advertisements are designed to inform, persuade, and remind the target market to which they are directed.

Accepted Answer

Advertisements are created with the intent to inform potential customers about a product or service, persuade them to choose it over competitors, and remind them of its benefits or existence to encourage repeat purchases or consideration.

Question 4

An ad promoting skiing in Alberta is an example of product advertising.

Accepted Answer

The answer of An ad promoting skiing in Alberta is...

Question 5

Direct marketing is a promotional technique that is used primarily by business-to-business marketers.

Accepted Answer

Direct marketing is a promotional technique used by both business-to-business (B2B) and business-to-consumer (B2C) marketers to communicate directly with customers through various channels, including mail, email, social media, and text messaging.

Question 6

Sponsorships are viewed in a more positive light by audiences than traditional advertising.

Accepted Answer

Sponsorships often involve supporting events, teams, or causes that audiences care about, creating a positive association and perceived goodwill, unlike traditional advertising which can be seen as more intrusive or self-serving.

Question 7

Corporate advertising is product promotion conducted by a for-profit organization, while institutional advertising is conducted by a not-for-profit organization.

Accepted Answer

Corporate advertising refers to efforts by a company to promote its brand or corporate identity as a whole, rather than specific products or services, and can be conducted by both for-profit and not-for-profit organizations. Institutional advertising, on the other hand, aims to promote an organization's image, ideas, or philosophy rather than selling specific products or services, and it too can be conducted by both for-profit and not-for-profit entities.

Question 8

Reminder advertising is designed to keep a marketer's name or product in front of the target market, and is often used in the introductory stage of the product life cycle.

Accepted Answer

Reminder advertising is typically used during the maturity stage of the product life cycle to maintain customer awareness, not in the introductory stage where the focus is on informing and persuading the market about the new product.

Question 9

In sponsored events, event organizers control the coverage, which typically focuses on the sponsor.

Accepted Answer

In sponsored events, while organizers may work to ensure sponsors receive visibility, media outlets and other coverage providers ultimately control the content and focus of their coverage, which may not exclusively focus on the sponsor.

Question 10

Institutional advertising is nonpersonal selling of a good or service marketed by an institution.

Accepted Answer

Institutional advertising is aimed at promoting the image or reputation of an organization rather than selling a specific product or service.

Question 11

Persuasive advertising is a noncompetitive type of promotion used to develop demand for a good or service in its introductory stage.

Accepted Answer

Persuasive advertising is competitive and aims to convince potential customers to buy from one brand over another, rather than simply generating initial demand for a new product.

Question 12

Comparative advertising makes direct comparisons of the advertiser's product with dominant brands in its industry.

Accepted Answer

Comparative advertising involves directly comparing one's product features, benefits, or prices with those of competitors, often highlighting the superiority of the advertiser's product against those of well-known or dominant brands in the market.

Question 13

Sam watches an ad on TV for a new Sony flat-screen television. This ad is an example of product advertising.

Accepted Answer

Product advertising is a promotional strategy used to inform, persuade, or remind consumers about a specific product, in this case, the Sony flat-screen television.

Question 14

Marketers of products in the late maturity or early declining stage of the product life cycle rely more heavily on persuasive advertising than other types of advertising.

Accepted Answer

In the late maturity or early declining stage, marketers typically focus on reminder or reinforcement advertising rather than persuasive advertising, as the goal is to maintain existing customer loyalty rather than persuade new customers.

Question 15

For a marketer, an advantage of direct mail is the higher response rate and the fact that results are measurable.

Accepted Answer

Direct mail allows marketers to target specific demographics with personalized messages, leading to higher response rates compared to some other forms of advertising. Additionally, the effectiveness of direct mail campaigns can be easily measured by tracking responses, making it easier for marketers to assess the return on investment.

Question 16

The move toward integrated marketing communications is linked to the decline in direct marketing as a form of promotion.

Accepted Answer

Integrated marketing communications (IMC) emphasizes a coordinated use of different promotional methods, including direct marketing, to enhance their overall effectiveness. The move toward IMC does not imply a decline in direct marketing; rather, it involves leveraging all forms of promotion, including direct marketing, in a cohesive strategy.

Question 17

Informative advertising is most common for products in the introductory stage of the product life cycle.

Accepted Answer

Informative advertising is used to introduce a new product to the market, explain how it works, and build awareness, which is crucial in the introductory stage of the product life cycle.

Question 18

A celebrity who endorses too many products may create marketplace confusion.

Accepted Answer

When a celebrity endorses too many products, especially if those products are in competing categories, it can lead to consumer confusion about what the celebrity actually recommends or uses, potentially diluting the effectiveness of the endorsements.

Question 19

The use of celebrities can improve product recognition and reduce the impact of advertising clutter.

Accepted Answer

Celebrities often have a high level of recognition and credibility with the public, which can make advertisements featuring them more memorable and effective at cutting through the vast amount of advertising clutter consumers are exposed to daily.

Question 20

Traditional advertising may cost more than a sponsorship, but it is a better way for a marketer to create an individual message containing an introduction, theme, and conclusion.

Accepted Answer

Traditional advertising allows for more control over the content, enabling marketers to craft a specific message with a clear introduction, theme, and conclusion, tailored to their objectives and audience. Sponsorships, while effective for visibility and association with events or entities, offer less control over the message conveyed.

Quiz 14: Integrated Marketing Communications, Advertising, and Digital Communications