Question 1

MacLean's and Hockey Night in Canada are both examples of ________, specific media within a general media type.

Accepted Answer

MacLean's and Hockey Night in Canada are both specific media vehicles (magazine and TV show, respectively) within the general media type of print and broadcast media.

Question 2

Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message about the company.

Accepted Answer

Brand contact refers to any point of interaction between the customer and the brand, including advertising, packaging, customer service, etc. Hiring a marketing communications director to ensure consistency across all brand contacts is a key component of implementing integrated marketing communications.

Question 3

Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period.

Accepted Answer

Pulsing involves scheduling ads unevenly in order to build awareness that is intended to be carried over to the next advertising period. This involves alternating heavy and light advertising periods to keep the product or brand visible in the minds of consumers.

Question 4

When nonprofit organizations need financial or volunteer support, they often turn to public relations experts to help them in the area of ________.

Accepted Answer

Nonprofit organizations often need support in the area of development, which includes fundraising, grant writing, and donor relations. Public relations experts can help with creating and implementing fundraising campaigns, crafting grant proposals, and cultivating relationships with donors.

Question 5

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. Which of the following purchase options ignores this shift?

Accepted Answer

This option ignores the shift towards media that cost less and target more effectively. While cable television, digital satellite television systems, and outdoor advertising may also have some limitations in terms of targeting and cost, they are still generally more targeted and cost-effective than traditional television advertising. The best choice(s) would be B) cable television, D) digital satellite television systems, and E) Internet advertising, as they all offer more targeted and cost-effective advertising options.

Question 6

Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks are all examples of ________ that help a company create an identity the public immediately recognizes.

Accepted Answer

Corporate identity materials are the physical elements that a company uses to visually represent itself and establish its brand identity in the eyes of the public. This includes logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks. These materials are designed to create a consistent and recognizable image for the company, which helps to differentiate it from competitors and build brand awareness.

Question 7

Advertising programs ________ from country to country.

Accepted Answer

Advertising programs often need to be adapted to local markets, cultures, and regulations, so they vary from country to country.

Question 8

________ means scheduling ads evenly within a given period. ________ means scheduling ads unevenly over a given time period.

Accepted Answer

Continuity means scheduling ads evenly within a given period. Pulsing means scheduling ads unevenly over a given time period. The other answer options are not correct.

Question 9

La-Z-boy makes recliner armchairs. The company places some of its La-Z-boy chairs in a movie theatre. This is an example of what type of media?

Accepted Answer

Placing La-Z-boy chairs in a movie theatre is an example of alternative media, as it is a non-traditional advertising medium that allows for a unique and engaging experience for the target audience.

Question 10

News features, speeches, and special events are tools of particular value to ________.

Accepted Answer

News features, speeches, and special events are all PR tools used to generate positive publicity and enhance the reputation of an organization. Therefore, these tools are of particular value to public relations professionals. Advertising agencies, specialists, media buyers, and media planners focus more on paid advertising, while PR professionals focus on earned media.

Question 11

Large companies might use ________ to organize and deliver their advertising strategies.

Accepted Answer

Large companies often rely on advertising agencies to assist in creating, organizing, and delivering their advertising strategies. Advertising agencies have the knowledge and expertise to help companies achieve lower advertising costs, greater global advertising penetration, higher appeal to varying demographics, and a consistent worldwide image.

Question 12

Which of the following functions is least likely to be performed by a public relations department?

Accepted Answer

Media vehicle selection is primarily a function of advertising or media planning departments, focusing on choosing the best platforms for advertising campaigns. Public relations departments typically focus on managing the organization's image and relationships with various stakeholders, not on selecting specific media vehicles for advertising.

Question 13

An email from Amazon.ca offers free shipping on your next purchase of more than $35. This is an example of ________.

Accepted Answer

This is an example of a sales promotion, which is a marketing tactic that offers a short-term incentive to encourage the purchase of a product or service. The offer of free shipping on purchases over $35 is an incentive that may encourage people to make a purchase and could increase sales for Amazon.ca.

Question 14

When selecting media, the advertiser must decide on the desired qualitative value, known as the ________, of a message through a given medium.

Accepted Answer

The desired qualitative value of a message through a given medium is known as its media impact. This refers to the effectiveness of the message in creating a desired response in the audience. The other options are important factors to consider when selecting media (e.g. reach, frequency, exposure costs), but they do not speak directly to the qualitative value of the message.

Question 15

For many years, ________ have dominated the media mix used by national advertisers.

Accepted Answer

Television and magazines are the most popular media channels used by national advertisers for many years. While radio and digital media are also commonly used, they tend to be overshadowed by the reach and impact of television and magazines. Direct mail and billboards are effective for targeted advertising, but they have not been as dominant in the media mix as television and magazines. Newspapers have experienced a decline in readership and advertising revenue, making them a less popular option for national advertisers.

Question 16

One way to measure the ________ effects of advertising is to compare past sales with past advertising expenditures.

Accepted Answer

Comparing past sales with past advertising expenditures can reveal the impact of advertising on sales and profits. By analyzing this data, businesses can determine the effectiveness of their advertising campaigns and make adjustments accordingly. This is a commonly used method for measuring the direct effects of advertising on a company's bottom line.

Question 17

In selecting media vehicles, the planner must balance media costs against several media effectiveness factors. First, the planner should evaluate the media vehicle's ________.

Accepted Answer

The answer of In selecting media vehicles, the planner must...

Question 18

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

Accepted Answer

A.Y. McDonald is using personal selling by employing regional salespeople to sell their products to wholesalers and cities.

Question 19

The media planner looks both at the total cost of using a medium and at the ________.

Accepted Answer

The media planner looks at the cost per thousand persons reached to determine the cost-effectiveness of using a medium. This allows them to compare the value of different media options and select the one that reaches the desired audience at the lowest cost.

Question 20

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is a function of ________.

Accepted Answer

Lobbying is a function of public relations, as it involves building and maintaining relationships with government officials to influence legislation and regulation. Message strategy, press relations, press agencies, and mass market strategy are not directly related to lobbying.

Quiz 13: Communicating Customer Value: Advertising and Public Relations