Question 1

An announcement that German pharmaceutical giant Bayer is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Accepted Answer

The announcement of Bayer's intention to sell its household insecticide business is a form of news release, also known as a press release. This type of publicity tool is used to distribute news or newsworthy information to media outlets and the public.

Question 2

All of the following are categories of online advertising,except:

Accepted Answer

The categories of online advertising include search, display, and classified advertising. Personal advertising is not a recognized category in online advertising.

Question 3

Some individuals are arguing that certain PR clashes between groups,such as those of PETA and the Canadian seal hunting industry,should even be:

Accepted Answer

The clashes between groups such as PETA and the Canadian seal hunting industry should be covered by the media as they are of public interest and have the potential to impact the larger society. Covering such clashes can help bring attention to important issues and lead to meaningful discussions, debates, and resolutions. It is essential for the media to report such clashes in an objective and fair manner, so that the public can make informed decisions and form their opinions accordingly.

Question 4

Which of the following about user-generated content is FALSE?

Accepted Answer

Consumers generally do not appreciate a loud message from marketers, making statement D false. In fact, consumers prefer more subtle and personalized messaging that doesn't feel like a direct advertisement.

Question 5

One of the advantages of focusing on mobile advertising is:

Accepted Answer

Focusing on mobile advertising allows real-time, location-specific information, making it a highly targeted form of advertising. This can increase the effectiveness of the ad campaign and potentially lead to a higher ROI. Additionally, with the increasing use of smartphones, mobile advertising has a growing audience reach.

Question 6

Advanced technology may soon allow a shopper,who is looking at different choices of canned spaghetti sauce at Loblaws,to receive an ad from Prego spaghetti sauce describing the advantages of their brand over the house brand.This is an example of:

Accepted Answer

This is an example of just-in-time communications, which refers to delivering targeted advertising or information to consumers at the exact moment they need it or think about it. The technology would use geolocation and data tracking to identify the shopper and send them personalized ads in real-time.

Question 7

The Kraft Hockeyville program involved a nationwide search for Canada's most passionate hockey community.Kraft will award the community that shows their grassroots passion for hockey.Kraft is involved in _______________.

Accepted Answer

Kraft's involvement in the Hockeyville program is an example of sponsorship marketing, as Kraft is providing financial support and resources to a community in exchange for brand exposure and association with the passion for hockey.

Question 8

Marketers can interface with user-generated content sites like YouTube.Which of the following would NOT be a way to interface on sites like YouTube?

Accepted Answer

Making a duplicate copy of consumer-created media and marketing it as your own is unethical and may result in copyright infringement.

Question 9

Recent research suggests that recency might be more appropriate than _______________ in advertising given that typical models based on ________ may be flawed.

Accepted Answer

Recent research suggests that focusing on the recency of an advertisement's exposure to consumers might be more effective than focusing on the frequency of exposure, as traditional models based on frequency may not accurately predict consumer behavior.

Question 10

Publicity tools are:

Accepted Answer

Publicity tools involve obtaining a non-personal presentation of an organization, good, or service without direct cost, such as through media coverage or public relations efforts.

Question 11

The concept of delivering media messages in a way that increases the likelihood of reaching more people with a message close to the time of their purchase decision is known as:

Accepted Answer

The concept described above is known as recency, which emphasizes on reaching consumers closest to the time of their purchase decision to maximize the impact of the media message. Sales promotion and reach are related but not the same as recency, while rating is a measurement of the number of households or individuals exposed to a particular media program.

Question 12

Audi staged an auto theft.They then asked consumers to blog their journeys.Participants became both the creator and individual for the brand message.What type of advertising is this?

Accepted Answer

This is user-generated media advertising because it involves consumers actively participating in creating and sharing content about the brand.

Question 13

TransWave International is a small company that has developed a system that uses the web and patented electronic sensors as an early-warning device for pipeline leaks.Pipeline safety is becoming a big issue in North America as more natural gas lines are being laid near populous centers.The timing is right for this company to be extremely successful,but it must make itself known to oil companies.One method it used was an article about the company in Business 2.0 magazine.This article described the company,what its product could do,and why the product was needed.The article was an example of:

Accepted Answer

The article in Business 2.0 magazine is an example of publicity, which is a form of non-personal communication that is not directly paid for or controlled by the company. It is a way to generate buzz, raise awareness, and build credibility or reputation through positive media coverage. Reminder advertising (A) is used to reinforce previous messages and keep the brand or product top-of-mind. Sales promotion (C) is a short-term incentive to stimulate immediate action such as buying, trying, or visiting. Institutional advertising (D) is designed to promote the company or its image rather than a specific product or service.

Question 14

In the TB Figure 1,alternative "A" is the definition for which of the following?

Accepted Answer

A full-service agency provides a wide range of services, including creative, media planning and buying, and account management.

Question 15

Vancouver Organizing Committee (VANOC)brought together companies like BIRKS,Vincor,and EPCOR to generate sufficient revenue to help host the 2010 winter Olympic Games.This type of activity can best be described as _______________.

Accepted Answer

VANOC bringing together companies like BIRKS, Vincor, and EPCOR to generate revenue is an example of sponsorship marketing, which involves a company providing financial or other support to an event or organization in exchange for brand exposure and marketing opportunities.

Question 16

In the TB Figure 1,alternative "B" is the definition for which of the following?

Accepted Answer

Alternative "B" describes a limited-service agency, which provides specialized services such as creative or media planning, but may not offer a full range of advertising services like a full-service agency.

Question 17

In the TB Figure 1,alternative "C" is the definition for which of the following?

Accepted Answer

Alternative "C" in TB Figure 1 represents an in-house agency, which is an advertising agency that operates within the company or organization it serves. The other options, a full-service agency, a limited-service agency, and a media agency, have different characteristics and are represented by alternatives A, B, and D in the figure, respectively.

Question 18

A news conference is a(n):

Accepted Answer

A news conference is a scheduled event where representatives of the media are invited to hear and ask questions about a particular issue or topic. It is an opportunity for newsmakers to share information and respond to inquiries from journalists.

Question 19

Canada Place took another approach to user-generated media.It sponsored the "Canadian Experience Contest." Consumers were asked to create 60-second videos about what makes Canada great and what they love about being Canadian.The goal was to create more Canadian experiences at Canada Place.Which aspect of user-generated media is Canada Place generating?

Accepted Answer

Canada Place is sponsoring a contest for users to create their own media, which falls under the aspect of user-generated media.

Question 20

In planning and obtaining publicity,a frequently used tool is the:

Accepted Answer

A news release, also known as a press release, is a commonly used tool to obtain publicity. It is a written statement sent to media outlets announcing a news item, event, or other relevant information. It is an effective way to reach a large audience and get media coverage for your business or organization. Trade shows, infomercials, and double-page spreads are also used for publicity, but they are not as commonly used as news releases.

Quiz 17: Advertising, Sales Promotion, and Public Relations