Question 1

What is the difference between institutional advertising and advocacy advertising?

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Question 2

Describe public relations and four objectives it is often used to achieve.

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Question 3

Personal selling is crucial in business-to-business marketing, especially when the deal involves intense price negotiations.

Accepted Answer

Personal selling allows for direct communication between the seller and buyer, which can lead to better understanding of each other's needs and goals. In a business-to-business setting, where deals may involve complex and large orders as well as intense price negotiations, personal selling can help build relationships and trust between the parties involved. It also allows for customized solutions that may not be possible through other marketing methods.

Question 4

Why might public relations efforts have a strong impact on public awareness at a substantially lower cost than advertising?

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Question 5

A new trend in promotions is the use of technology to replace personal selling.

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Question 6

Briefly describe four main objections to advertising.

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Question 7

Compare reach and frequency.For which type of products is media reach more important? For which type of products is media frequency more important?

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Question 8

Identify the traditional mass media vehicles and identify some of the strengths and weaknesses of each type.

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Question 9

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of "do-it-yourself" advertising?

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Question 10

Discuss the advantages and disadvantages of using different types of Internet advertising.

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Question 11

During an episode of the TV show Everybody Loves Raymond, Ray knocked over an entire display of Ragu Express, a packaged pasta-and-sauce meal, when he was in the supermarket with his wife.What style of advertising was implemented during this television scene? Explain your answer.

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Question 12

Direct-response TV (DRTV) includes short commercials of less than two minutes, thirty-minute or longer infomercials, and home shopping networks such as the Shopping Channel.

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Direct-response TV (DRTV) includes short commercials of less than two minutes, thirty-minute or longer infomercials, and home shopping networks such as the Shopping Channel.

Question 13

Explain how and why a marketer might use crowdsourcing.

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Question 14

What are the basic differences between sales promotion and advertising?

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Question 15

An ad showing how much food a Dixie paper plate can handle and how much more food a Chinet paper plate can handle is an example of comparative advertising.

Accepted Answer

Comparative advertising is when a company compares their product directly to a competitor's product in their advertisement. In this case, Dixie is comparing their paper plate to Chinet's paper plate, showing that Chinet can hold more food.

Question 16

On a cost per contact basis, personal selling is much more expensive than national advertising.

Accepted Answer

Personal selling involves one-on-one interaction with potential customers which requires more time and effort than running a national advertising campaign. Therefore, the cost per contact in personal selling is higher compared to national advertising.

Question 17

How are technological devices such as digital video recorders (DVRs), TiVo, and iPods having an effect upon advertising in the television industry?

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Question 18

Specialists at an advertising agency must determine the best execution format for an advertising message.Name and describe three of these formats.

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Question 19

Describe the role of the public relations department in preparing a crisis-management plan.

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Question 20

Why might a company with a small advertising budget turn to guerilla marketing?

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Quiz 11: Advertising, Public Relations, Promotions, Direct Marketing and Personal Selling

What is the difference between institutional advertising and advocacy advertising?

Describe public relations and four objectives it is often used to achieve.

Personal selling is crucial in business-to-business marketing, especially when the deal involves intense price negotiations.

Why might public relations efforts have a strong impact on public awareness at a substantially lower cost than advertising?

A new trend in promotions is the use of technology to replace personal selling.

Briefly describe four main objections to advertising.

Compare reach and frequency.For which type of products is media reach more important? For which type of products is media frequency more important?

Identify the traditional mass media vehicles and identify some of the strengths and weaknesses of each type.

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of "do-it-yourself" advertising?

Discuss the advantages and disadvantages of using different types of Internet advertising.

During an episode of the TV show Everybody Loves Raymond, Ray knocked over an entire display of Ragu Express, a packaged pasta-and-sauce meal, when he was in the supermarket with his wife.What style of advertising was implemented during this television scene? Explain your answer.

Direct-response TV (DRTV) includes short commercials of less than two minutes, thirty-minute or longer infomercials, and home shopping networks such as the Shopping Channel.

Explain how and why a marketer might use crowdsourcing.

What are the basic differences between sales promotion and advertising?

An ad showing how much food a Dixie paper plate can handle and how much more food a Chinet paper plate can handle is an example of comparative advertising.

On a cost per contact basis, personal selling is much more expensive than national advertising.

How are technological devices such as digital video recorders (DVRs), TiVo, and iPods having an effect upon advertising in the television industry?

Specialists at an advertising agency must determine the best execution format for an advertising message.Name and describe three of these formats.

Describe the role of the public relations department in preparing a crisis-management plan.

Why might a company with a small advertising budget turn to guerilla marketing?