Question 1

Primary demand advertising is designed to:

Accepted Answer

Primary demand advertising is designed to stimulate demand for a general product class or industry, rather than a specific brand or line extension. Its goal is to create awareness and interest in the overall category, with the hope that consumers will choose a particular brand within that category.

Question 2

_____ includes those marketing activities that provide extra value or incentives to the sales force,distributors,or the ultimate consumer.

Accepted Answer

Sales promotion refers to the marketing activities that offer added incentives or value to the sales force, distributors, or the end consumer. Examples of sales promotions include discounts, coupons, free samples, contests, etc. Direct marketing is a form of marketing communication that directly targets individual consumers, while public relations focuses on building and maintaining a positive image of the company. Brand equity refers to the value and reputation that a brand holds in the market.

Question 3

Sales promotions targeted to the ultimate users of a product such as sampling,coupons,contests,or sweepstakes are known as:

Accepted Answer

Consumer sales promotion is a type of promotion that targets the end-users of a product or service to increase sales. It includes techniques such as sampling, coupons, contests, or sweepstakes aimed at encouraging customers to buy the product.

Question 4

_____ advertising is targeted at individuals who buy or influence the purchase of industrial goods or services for their companies.

Accepted Answer

Business-to-business advertising, also known as B2B advertising, is directed towards individuals who are purchasing or influencing the purchasing of industrial goods or services for their companies. This type of advertising differs from retail advertising, which is targeted toward individual consumers, and direct-response advertising, which is focused on generating an immediate response from the customer. Professional advertising is a more general term that could refer to any advertising aimed at professionals, whereas B2B specifically targets business purchasers.

Question 5

One of the primary advantages inherent in the use of publicity is its:

Accepted Answer

The primary advantage of publicity is its credibility. Since it is often an unpaid form of communication, it is seen as more authentic and trustworthy than advertising, which is paid for and controlled by the organization being advertised. Publicity involves securing media coverage and mentions from journalists, news outlets, or influential bloggers, which can help to boost the organization's reputation and visibility. Despite being less controllable than advertising, publicity can still be managed to some extent by using tools like press releases, media relations, and social media outreach. The other options, like personalization, low variable costs, or close monitoring, may be benefits of other marketing or communication methods, but they are not the primary advantages of publicity.

Question 6

Consumer Reports magazine ran an article comparing various shampoos and rated Pert Plus as the best brand.This article was reported on in various newspapers and television news programs.This is an example of:

Accepted Answer

The article comparing various shampoos and rating Pert Plus as the best brand has received positive publicity from various newspapers and television news programs. This is because it is an unbiased review by a reliable source (Consumer Reports), and such positive publicity can help increase the brand's reputation and sales.

Question 7

Advertising done by Home Hardware to encourage consumers to shop there for all hardware needs is known as _____ advertising.

Accepted Answer

Home Hardware's advertising is aimed at promoting its retail stores and encouraging consumers to shop there for all their hardware needs. This makes it a form of retail/local advertising, as opposed to national or primary/selective demand advertising which focus on promoting a product or brand more broadly.

Question 8

Which of the following statements about publicity is true?

Accepted Answer

Publicity is a specific technique used in public relations to generate media coverage and attention for a company or organization. It is not broader in purpose than public relations, as it serves a specific function within the overall PR strategy. Additionally, publicity is not necessarily more long-term than public relations; both can involve ongoing efforts to manage a company's reputation and relationship with the public. Finally, publicity and public relations are not synonyms; while they are related, they refer to different aspects of a company's communication strategy.

Question 9

A review of a movie in Maclean's magazine or on "Canada AM" is an example of:

Accepted Answer

A review in a magazine or on a television program is an example of publicity, which involves generating attention through media coverage. Personal selling involves direct communication with potential customers, promotion includes a mix of activities to promote a product or service, and media-selling involves selling advertising space in media outlets.

Question 10

McDonald's restaurants use a Monopoly game to allow customers to win various prizes.Each game piece that you receive as a result of a purchase either awards you a prize or fills in one section on a Monopoly board.Prizes can also be won if you own all the pieces of the railroads or all of one colour of property.This is an example of a:

Accepted Answer

The McDonald's Monopoly game is an example of a consumer sales promotion, which is a type of marketing activity that aims to encourage consumers to purchase a product or service by offering incentives or rewards like prizes. The game pieces are given out as a way to incentivize customers to come back and make repeat purchases. By filling in sections on the Monopoly board, customers are also incentivized to continue buying McDonald's products in order to complete the board and potentially win bigger prizes.

Question 11

Advertisements for a Parkell tooth polisher in Canadian Dentist,a publication for dentists,are an example of _____ advertising.

Accepted Answer

The advertisement for a Parkell tooth polisher in Canadian Dentist, which is a publication for dentists, is an example of professional advertising. This type of advertising is targeted at professionals in a specific industry and aims to educate and influence them in their purchasing decisions. In this case, the advertisement is intended to appeal to dentists who are looking for high-quality dental equipment to use in their practice.

Question 12

Advertising done by Wal-Mart,The Bay,and Target for the purpose of building store traffic and encouraging consumers to make a purchase is known as _____ advertising.

Accepted Answer

Retail advertising refers to the advertising done by retailers to promote their store and products to attract customers and drive sales. Wal-Mart, The Bay, and Target are all retailers and their advertising focuses on building store traffic and encouraging purchases from customers. Cooperative advertising involves sharing the cost of advertising between manufacturers and retailers, while in-store advertising refers to promotions or advertisements displayed within the retail store itself. Trade advertising targets other businesses rather than end consumers.

Question 13

Sales promotion programs targeted toward marketing intermediaries such as wholesalers,distributors,and retailers are known as:

Accepted Answer

Trade sales promotion programs are specifically designed to incentivize marketing intermediaries such as wholesalers, distributors, and retailers to carry and promote a company's products. These programs may include incentives such as discounts, trade allowances, and promotional materials. Consumer sales promotions, on the other hand, are targeted directly at end consumers to drive purchase behavior. Functional inducements and integrated promotions are not commonly used industry terms for sales promotion programs targeted at marketing intermediaries.

Question 14

_____ advertising is a type of consumer-oriented advertising that focuses on creating demand for a specific company's brand.

Accepted Answer

Selective demand advertising is a type of consumer-oriented advertising that aims to promote and create demand for a specific brand, product or service. It focuses on distinguishing the particular brand from its competitors and creating a preference for it among consumers. Primary demand advertising, on the other hand, aims to increase overall demand for an entire product category, while trade advertising targets wholesalers, retailers, and distributors. Cooperative advertising involves sharing the cost and promoting a product, while also highlighting the retailer or distributor selling it.

Question 15

Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the country is known as _____ advertising.

Accepted Answer

National advertising is advertising that is done by manufacturers of well-known brands on a nationwide basis or in most regions of the country. Choices A, B, and C do not accurately describe this type of advertising.

Question 16

Ads for computers and office furniture in Purchasing Canada,a trade magazine written and published especially for corporate and government buyers,are examples of _____ advertising.

Accepted Answer

Business-to-business advertising is aimed at marketing products or services to other businesses and organizations rather than individual consumers. Purchasing Canada is a trade magazine designed for corporate and government buyers, which makes it an example of business-to-business advertising. Retail advertising, on the other hand, aims to target individual consumers, while professional advertising targets professionals in a particular field, and primary-demand advertising seeks to create new markets for products or services.

Question 17

Which of the following is NOT a technique used to generate publicity?

Accepted Answer

Packaging and product displays are not techniques used to generate publicity. They are elements of product design and marketing. News releases and feature articles, photographs, films, and videotapes, and press conferences are all common techniques used to generate publicity.

Question 18

How does advertising differ from publicity?

Accepted Answer

Advertising involves paid promotions that are sponsored by organizations, while publicity is a form of communication that aims to create public awareness about an organization or its products/services without paying any money for the same. Advertising is a form of controlled communication, whereas publicity is uncontrolled.

Question 19

When Jennifer Lawrence appears on "The Tonight Show with Jay Leno" as a guest to discuss her role in the "Hunger Games" movies,it is an example of:

Accepted Answer

This is an example of publicity because Jennifer Lawrence appearing on a talk show is generating media attention and awareness for the "Hunger Games" movies without directly promoting it.

Question 20

_____ is nonpersonal communication neither directly paid for nor run under identified sponsorship.

Accepted Answer

Publicity refers to the nonpersonal form of communication that is neither directly paid for nor run under identified sponsorship. Advertising involves paid promotion, while sales promotion is a form of marketing that involves offering incentives or rewards to customers to stimulate sales. Public relations involves managing and maintaining the reputation and image of an organization or brand.

Quiz 1: Integrated Marketing Communications