Question 1

Selective-demand advertising aimed at keeping a firm's name or product before the public is called ____ advertising.

Accepted Answer

Reminder advertising is used to remind customers about a brand or product they are already aware of, with the aim of keeping the brand in their mind when they decide to make a purchase. This type of advertising is often used for products that have long buying cycles or low customer involvement, and can be especially useful in maintaining brand loyalty.

Question 2

Advertising that concentrates on the specific attributes of the product-its brand, style, and type-is an example of

Accepted Answer

Selective-demand advertising concentrates on the specific attributes of the product, its brand, style, and type, with the aim of creating demand for a particular product or brand. This type of advertising is targeted towards a specific market segment and aims at promoting a product's unique features to differentiate it from its competitors. Primary-demand advertising focuses on creating demand for a product category, institutional advertising promotes the company as a whole, and direct-mail advertising involves sending promotional materials directly to potential customers. Publicity refers to the free promotion of a product, service, or brand via media coverage.

Question 3

Advertising may be broadly classified into three groups:

Accepted Answer

The three groups of advertising are selective demand advertising (promoting a specific brand or product), institutional advertising (promoting an entire organization or industry), and primary demand advertising (promoting a category of products rather than a specific brand). Therefore, selective demand, institutional, and primary demand are the correct categories, which are listed in option D.

Question 4

The relationship between promotion and sales promotion is that sales promotion

Accepted Answer

Sales promotion is a subset of promotion, which includes all marketing activities aimed at stimulating demand for a product or service. Promotion includes not only sales promotion, but also advertising, personal selling, public relations, and direct marketing. Therefore, option B is the best choice.

Question 5

The Home Depot runs a television campaign that demonstrates its support of Olympic athletes in order to enhance the firm's image.This is ____ advertising.

Accepted Answer

Institutional advertising seeks to enhance a company's image or reputation rather than promote a specific product or service. The fact that the Home Depot campaign is focused on demonstrating support for Olympic athletes suggests that it is aimed at building the company's brand or image, making it an example of institutional advertising.

Question 6

Selective-demand advertising aimed at persuading consumers to make purchases within a short time is called ____ advertising.

Accepted Answer

Immediate-response advertising is designed to create a sense of urgency and persuade consumers to make a purchase quickly. It typically includes limited-time offers, time-limited discounts, and special promotions. The goal is to generate an immediate response from consumers and drive sales in the near term. Reminder advertising is aimed at reminding consumers about a product or service without necessarily prompting them to make an immediate purchase. Primary-demand advertising is designed to create demand for a category of products, rather than promoting a specific brand or product. Comparative advertising compares the features or benefits of one brand or product to those of another. Cooperative advertising involves two or more companies sharing the cost of an advertising campaign.

Question 7

____ advertising is illegal or unacceptable in some countries.

Accepted Answer

Comparative advertising, which involves directly or indirectly comparing a product or service with that of a competitor, is regulated in many countries and completely banned in some, including Norway and Sweden. It can be seen as potentially misleading or damaging to the reputation of the competitor.

Question 8

The Air Store, a retail outlet for fans and air conditioners, increased its advertising during the recent unusually hot summer days to encourage customers to make purchases quickly.This type of advertising is called ____ advertising.

Accepted Answer

Immediate-response advertising is designed to encourage an immediate action or response from the audience. The Air Store's increased advertising during the hot summer days was aimed at encouraging customers to make purchases quickly in response to the current weather conditions.

Question 9

An article in The Wall Street Journal addresses the issue of customer service and mentions that the Ritz Carlton Hotel Company offers outstanding customer service at all of its hotels.This article is an example of

Accepted Answer

This article is an example of public relations, as it is discussing the Ritz Carlton's reputation for outstanding customer service and promoting their brand through positive media coverage.

Question 10

General Motors Corporation and Ford Motor Company frequently advertise that their cars beat the competition in price, durability, and warranties.This type of advertising is called ____ advertising.

Accepted Answer

Comparative advertising is a type of advertising where a company compares its product or service with that of its competitors. In this case, both General Motors Corporation and Ford Motor Company are comparing their cars with their competitors in terms of price, durability, and warranties, making it a comparative advertising strategy.

Question 11

An advertisement in which the benefits of using Advil instead of Tylenol are discussed is ____ advertising.

Accepted Answer

Comparative advertising directly compares the benefits of one product to another, which is the case in the given advertisement discussing the benefits of Advil over Tylenol.

Question 12

Advertising that is used to promote a particular brand is called ____ advertising.

Accepted Answer

Selective-demand advertising is used to promote a particular brand to a specific target audience. Media advertising refers to the type of advertising platform used (such as TV, radio, or social media). Institutional advertising promotes a company or organization as a whole, rather than a specific brand or product. Primary-demand advertising is used to create demand for an entire product category, rather than a specific brand. Mass advertising refers to advertising aimed at a broad audience, rather than a specific target market.

Question 13

Advertising that is used to sell a particular brand of product is called

Accepted Answer

Selective-demand advertising is used to promote a specific brand or product and convince consumers to choose it over competitors. This type of advertising is often targeted to a specific audience and focuses on the unique features or benefits of the product.

Question 14

When the campaign with the slogan "The Other White Meat" encouraged people to increase pork consumption, this was an example of ____ advertising.

Accepted Answer

The campaign with the slogan "The Other White Meat" encouraged people to increase pork consumption, which falls under primary-demand advertising. Primary-demand advertising is a type of advertising that is aimed at increasing demand for an entire product category, rather than promoting a specific brand or product.

Question 15

Advertising whose purpose is to increase the demand for all brands of a good or service is called

Accepted Answer

Primary-demand advertising aims to increase the overall demand for all brands of a particular product or service, rather than promoting a specific brand. This type of advertising is used when a new product or service is introduced to the market, or when an existing product or service needs to be repositioned or rejuvenated. Institutional advertising focuses on promoting a company or organization as a whole, rather than promoting a specific product or service. Publicity and public relations are not forms of advertising, but rather are communication efforts aimed at building a positive image or reputation for a company or organization. Selective-demand advertising focuses on promoting a specific brand or product to a target market.

Question 16

The Rustic Market, a small antique shop, periodically runs advertisements in the local newspaper to keep its name before the public.This is known as ____ advertising.

Accepted Answer

Reminder advertising is used to keep a brand or product in the minds of customers and maintain brand awareness. The Rustic Market's ads are meant to remind potential customers of their existence and keep their name before the public.

Question 17

If a company sends a representative to your home who tries to sell you a vacuum cleaner, this company is using

Accepted Answer

The company is using personal selling because they are sending a representative to directly interact with the customer and try to sell them a vacuum cleaner. This is different from advertising, which involves using mass media to promote a product, and public relations, which involves managing a company's image and relationships with stakeholders. Sales promotion and integrated marketing communications may involve personal selling, but they also encompass other marketing tactics.

Question 18

Walmart is opening a new store in a shopping mall.It announces a grand-opening sale in the local newspapers.This type of advertising is referred to as ____ advertising.

Accepted Answer

Immediate-response advertising is designed to elicit a quick response from consumers, such as visiting a new store during a grand-opening sale.

Question 19

Primary-demand advertising is

Accepted Answer

Primary-demand advertising is advertising that is aimed at stimulating demand for an entire industry rather than promoting a specific brand of goods or services. It aims to increase overall demand for a particular product category or industry by highlighting its benefits and creating a desire for it among consumers.

Question 20

Lisa is in charge of maintaining good relationships between her organisation and local government, business leader groups, and the general public.Lisa's responsibilities can be called

Accepted Answer

Lisa's responsibilities involve building and maintaining goodwill and positive relationships between her organization and various external stakeholders, which is the essence of public relations. Advertising involves paid promotions through various channels such as TV, radio, or social media. Personal selling involves direct communication with potential customers to persuade them to buy a product or service. Press coordination refers to managing the dissemination of news or information to the press. Sales promotion involves short-term incentives to encourage purchases.

Quiz 14: Marketing Communications