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 designed to reinforce a previous message or experience with a brand or product. Its primary purpose is to keep the name or product in the minds of consumers and motivate them to make a purchase when the need arises.

Question 2

Advertising designed to enhance a firm's image or reputation is called

Accepted Answer

Institutional advertising is designed to promote a company's image or reputation rather than selling a specific product. Its purpose is to establish goodwill and a positive perception of the company in the minds of the target audience. Public information is related to providing information about the government or public services, publicity is related to free media coverage, selective-demand advertising is focused on promoting a particular product, and primary-demand advertising aims to increase the demand for a product category.

Question 3

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 sending a representative to sell vacuum cleaners directly to the consumer is an example of personal selling. This involves face-to-face communication between the salesperson and the potential customer with the goal of making a sale. Advertising, public relations, and sales promotion are all forms of marketing communication, but they do not involve direct interaction with the customer in the same way that personal selling does. Integrated marketing communications refers to coordinating and integrating various forms of marketing communication to create a consistent and effective overall message, but it is not a specific tactic like personal selling.

Question 4

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 create demand for an entire category of products or services rather than a specific brand. Its goal is to increase overall demand for the product category and encourage consumers to buy, regardless of the specific brand they choose.

Question 5

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

The article in The Wall Street Journal is an example of public relations, which involves managing communication and building relationships between an organization and its publics (including customers, media, investors, and other stakeholders). The article is not an example of feedback (which involves receiving information or opinions from customers), personal selling (which involves direct communication between a salesperson and a potential customer), advertising (which involves paid promotional messages in various media), or sales promotion (which involves short-term incentives to encourage sales).

Question 6

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

The given advertisement type of encouraging customers to make quick purchases is an example of immediate-response advertising.

Question 7

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 involves directly comparing one's product with that of a competitor, highlighting its superior qualities. This is exactly what General Motors and Ford are doing by claiming their cars beat the competition in price, durability, and warranties.

Question 8

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 remind customers of a brand or product they may already be familiar with, rather than promoting something new. In this case, The Rustic Market is using advertising to keep their name in the minds of local consumers.

Question 9

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 attending a sale or event, which aligns with the grand-opening sale announcement.

Question 10

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

Accepted Answer

Immediate-response advertising is aimed at creating an immediate response from the consumer, resulting in short-term purchases. Reminder advertising aims to reinforce a brand's message and keep it top-of-mind, while primary-demand advertising aims to create demand for an entire product category. Comparative advertising involves comparing one brand's product to another brand's product, and cooperative advertising involves multiple brands sharing the cost of an advertisement.

Question 11

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

Accepted Answer

Comparative advertising is when a company directly compares their product with a competitor's product to highlight the benefits and advantages of their own product. In this case, the advertisement is comparing Advil and Tylenol and discussing the benefits of using Advil, making it a comparative advertising.

Question 12

____ advertising is illegal or unacceptable in some countries.

Accepted Answer

Comparative advertising, which directly or indirectly compares a product or service with its competitors, is not allowed or frowned upon in some countries due to ethical or legal restrictions. For example, in some European countries like Germany, comparative advertising is only allowed in certain circumstances and with specific restrictions. Similarly, in India, comparative advertising is not allowed if it is misleading or disparaging competitors.

Question 13

Primary-demand advertising is

Accepted Answer

Primary-demand advertising is aimed at stimulating demand for an entire industry, rather than promoting specific brands or products. Its goal is to raise awareness and interest in a particular category of goods or services, encouraging consumers to explore their options and ultimately make a purchase.

Question 14

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

Accepted Answer

Selective-demand advertising is focused on promoting a particular brand, style, or type of product to create demand for that specific product.

Question 15

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

Accepted Answer

Selective-demand advertising focuses on promoting a specific brand or product, as opposed to primary-demand advertising which aims to create demand for a general product category. Creative advertising refers to the way the advertising message is crafted, while institutional advertising promotes the company or organization itself rather than a specific product. Personal advertising is not a recognized term in marketing.

Question 16

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

Accepted Answer

Lisa's responsibilities of maintaining good relationships with local government, business leader groups, and the general public align with the goals of public relations. Public relations is the practice of building and maintaining relationships between an organization and its various stakeholders, such as the government, the media, customers, and the public.

Question 17

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

Accepted Answer

The campaign with the slogan "The Other White Meat" aimed to increase the overall demand for pork, rather than promoting a specific brand or product. Therefore, it was an example of primary-demand advertising, which seeks to stimulate demand for an entire product category rather than for a specific brand.

Question 18

Advertising may be broadly classified into three groups:

Accepted Answer

Advertising can be broadly classified into three groups: selective demand advertising (aimed at promoting a specific brand), institutional advertising (aimed at building a company's image or reputation), and primary demand advertising (aimed at increasing demand for an entire product category).

Question 19

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, also known as corporate advertising, is a type of advertising that promotes the overall image of a company, rather than promoting a specific product or service. The Home Depot's campaign demonstrating its support for Olympic athletes is a good example of institutional advertising as it aims to create a positive image of the company by associating it with a positive event such as the Olympics.

Question 20

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

Accepted Answer

Selective-demand advertising promotes a specific brand and attempts to differentiate it from its competitors. Media advertising refers to the placement of ads in various media outlets, while institutional advertising promotes the image or reputation of a company or industry as a whole. Primary-demand advertising aims to create demand for an entire product category, while mass advertising targets a broad audience with a generalized message.

Quiz 15: Developing Integrated Marketing Communications