Question 1

Match each item with the correct statement below.
-Advertising by stores that sell goods or services directly to the consuming public is called _____.

Accepted Answer

Retail advertising refers to advertising by stores that sell goods or services directly to the consuming public.

Question 2

Match each item with the correct statement below.
-Promotion that attempts to increase demand for an existing good,service,organization,person,place,idea,or cause is called _____.

Accepted Answer

Persuasive advertising is designed to increase demand for an existing product by convincing consumers of its benefits and encouraging them to choose it over competitors.

Question 3

Match each item with the correct statement below.
-Nonpersonal stimulation of demand for a good,service,person,cause,or organization through unpaid placement of significant news about it in a published or broadcast medium is called _____.

Accepted Answer

The definition provided matches the term "publicity."

Answer: K
 Media scheduling refers to the process of deciding when and where advertisements will be placed in different media channels.

Answer: J
 Marketing public relations involves using public relations strategies to promote a company or organization.

Answer: M
 Informative advertising aims to provide information about a product or service.

Answer: N
 Persuasive advertising aims to convince the audience to buy a product or service.

Answer: O
 Retail advertising is advertising that targets consumers who buy products or services for personal use.

Answer: S
 Sponsorship refers to providing financial support for events or organizations in exchange for visibility and exposure.

Answer: T
 Institutional marketing refers to marketing activities that promote the overall image or reputation of a company or organization.

Question 4

Match each item with the correct statement below.
-Promotion that seeks to develop initial demand for a good,service,organization,person,place,idea,or cause is called _____.

Accepted Answer

Informative advertising is designed to develop initial demand by educating potential customers about a new product or service.

Question 5

​You are eager to attract a tennis star to appear in the ads for your company's rackets.However,your boss reminds you that it can be very expensive to use celebrity testimonials.Which of the following points do you make to convince her to spend the money?

Accepted Answer

Hiring a tennis star can improve brand recognition, boost the believability of the racket's performance, achieve better recall of the brand, and provide a credible source of information for the product. While it may be expensive to use a celebrity endorsement, the benefits can outweigh the costs in terms of increased sales and visibility in the marketplace. Option C is not accurate, as there is always a risk of marketplace confusion when using any marketing strategy.

Question 6

Match each item with the correct statement below.
-Banners have evolved into a more target-specific technique for Internet advertising with the advent of _____ which are messages that appear on the screen at exactly the right moment.

Accepted Answer

Missiles are messages that appear on the screen at exactly the right moment.

Question 7

Match each item with the correct statement below.
-A strategy in which a retailer shares advertising costs with a manufacturer or wholesaler is known as _____.

Accepted Answer

Cooperative advertising is a strategy in which a retailer shares advertising costs with a manufacturer or wholesaler.

Answer: S
 Sponsorship is a marketing technique where a company pays to be associated with a particular event or organization.

Answer: L
 Pretesting is the process of testing an advertisement for effectiveness before it is released.

Answer: M
 Informative advertising aims to educate consumers about a product or service.

Answer: N
 Persuasive advertising aims to persuade consumers to make a purchase or take a specific action.

Answer: O
 Retail advertising is advertising that is targeted towards individual consumers as opposed to businesses.

Answer: Q
 Cross-promotion is the promotion of two complementary products together to increase sales for both.

Answer: T
 Institutional marketing involves promoting a company's image or reputation rather than a specific product or service.

Question 8

Match each item with the correct statement below.
-Promotional technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs is known as _____.

Accepted Answer

The answer of Match each item with the correct statement...

Question 9

Match each item with the correct statement below.
-Marketing activity other than personal selling,advertising,guerrilla marketing,and public relations that stimulates consumer purchasing and dealer effectiveness is called _____.

Accepted Answer

Sales promotion is defined as a marketing activity other than personal selling, advertising, guerrilla marketing, and public relations that stimulates consumer purchasing and dealer effectiveness.

Answer: C
 Promotion refers to all marketing communication activities other than personal selling, advertising, and public relations that stimulate consumer purchasing and dealer effectiveness.

Answer: S
 Sponsorship is a marketing technique that involves creating mutually beneficial partnerships between two or more brands to increase awareness and enhance brand image.

Answer: O
 Retail advertising is advertising that promotes the products and services offered by a retail business to potential customers.

Answer: Q
 Cross-promotion is a marketing technique that involves promoting products or services from one brand to a customer base of another brand with the goal of increasing sales for both brands.

Question 10

Match each item with the correct statement below.
-Promotion of a concept,an idea,a philosophy,or the goodwill of an industry,company,organization,person,geographic location,or government agency is called _____.

Accepted Answer

Institutional marketing is focused on promoting a concept, idea, philosophy, or goodwill rather than a specific product or service.

Question 11

Match each item with the correct statement below.
-Relationship in which an organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity is called a(n)_____.

Accepted Answer

A sponsorship is a relationship in which an organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity.

Answer: I
 Cooperative advertising is when two or more companies share the cost of an advertisement that promotes all of their products or services.

Answer: Q
 Cross-promotion is a marketing tactic in which two or more companies work together to promote each other's products or services.

Answer: T
 Institutional marketing is a type of marketing that focuses on promoting a company or organization, rather than promoting a specific product or service.

Question 12

​The delivery service where Debbie works advertises that its vehicles are "the fastest you'll find anywhere in the globe." Debbie does not believe this claim is literally true,so she seeks an opinion from the firm's legal counsel.The lawyer informs her that such "puffery" is:

Accepted Answer

The answer of ​The delivery service where Debbie works advertises...

Question 13

Match each item with the correct statement below.
-_____ involves two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort.

Accepted Answer

Interactive advertising involves two-way promotional messages that encourage active participation from the message recipients.

Question 14

​Jill needs to motivate her promotion team to focus not just on individual messages,but on the benefits of integrating all of the firm's marketing communications.Choose the benefits that Jill should discuss.

Accepted Answer

A) Looking at the components of the promotion mix from the customer's point of view helps in understanding the journey of the target audience and creating a seamless experience across all touchpoints. 
C) Achieving competitive advantage based on synergy refers to the idea that when all elements work together, they create a stronger impact than when they work independently. 
D) Creating a unified brand personality helps in reinforcing the brand image and creating a consistent messaging strategy to build brand loyalty. E) Reducing interdependence among the elements of the promotion mix is not a benefit, but rather a disadvantage as it creates disjointed messaging and lowers the effectiveness of the overall promotional strategy. 
B) Reducing information overload is a potential benefit, but it is not directly related to the integration of the firm's marketing communications.

Question 15

Match each item with the correct statement below.
-Ineffective promotional appeals,inappropriate advertising media,or poor radio or television reception that interferes with the transmission of the message and reduce its effectiveness are examples of _____ in a communication channel.

Accepted Answer

Ineffective promotional appeals, inappropriate advertising media, or poor radio or television reception that interferes with the transmission of the message and reduce its effectiveness are examples of noise in a communication channel.

Answer: M 
 Informative advertising is a type of advertising that provides information about a product or service to potential customers.

Answer: N 
 Persuasive advertising is a type of advertising that aims to persuade potential customers to buy a product or service.

Answer: O 
 Retail advertising is a type of advertising that promotes products or services sold by retailers directly to consumers.

Answer: R 
 Interactive advertising is a type of advertising that allows customers to interact with the advertisement by clicking on it or providing feedback.

Answer: S 
 Sponsorship is a type of marketing where a company pays to have its name associated with an event or organization.

Answer: T 
 Institutional marketing is a type of marketing where a company promotes its brand image, values, or goodwill instead of a specific product or service.

Question 16

Match each item with the correct statement below.
-Paid,nonpersonal communication through various media about a business firm,not-for-profit organization,product,or idea by a sponsor identified in a message intended to inform or persuade members of a particular audience is called _____.

Accepted Answer

The definition given perfectly matches the definition of advertising.

Answer: C
 The definition given talks about communication intended to inform or persuade members of a particular audience, which is the definition of promotion.

Answer: D
 The definition given talks about nonpersonal communication through various media about a business firm, and doesn't mention any payment or sponsorship. This matches the definition of publicity.

Answer: E
 The definition given talks about communication intended to inform or persuade members of a particular audience, but specifically mentions promotions that are aimed at encouraging a short-term increase in sales. This matches the definition of sales promotion.

Answer: G
 Posttesting is the process of evaluating an advertising campaign after it has been launched, to see if it achieved its intended results.

Answer: I
 Cooperative advertising is when two or more businesses share the cost of an advertising campaign, usually because they both benefit from it.

Answer: J
 Marketing public relations is a form of marketing where a company uses public relations techniques to build brand awareness and promote products or services.

Answer: K
 Media scheduling is the process of deciding when and where to place ads in order to reach the desired audience most effectively.

Answer: N
 Persuasive advertising is advertising that is designed to persuade the audience to adopt a particular point of view or take a particular action.

Answer: O
 Retail advertising is advertising that is designed to promote products or services directly to consumers in a retail setting.

Answer: S
 Sponsorship is when a company pays to support a particular event, organization, or activity, usually in exchange for visibility and the opportunity to promote its products or services.

Answer: T
 Institutional marketing is a form of marketing where a company promotes its core values, mission, and identity in order to build brand awareness and foster a positive image.

Question 17

Match each item with the correct statement below.
-Setting the timing and sequence for a series of advertisements is called _____.

Accepted Answer

Setting the timing and sequence for a series of advertisements is called media scheduling.

Answer: H 
 Split runs refer to the division of an advertising campaign into segments that are identical except for one key element that is varied.

Answer: M 
 Informative advertising aims to provide information about a product, service or organization to the target audience.

Answer: N 
 Persuasive advertising aims to persuade the target audience to make a purchase or take a specific action.

Answer: O 
 Retail advertising is focused on promoting products or services to consumers who purchase them for their own use.

Answer: Q 
 Cross-promotion refers to a marketing strategy that involves promoting complementary products or services in order to encourage customers to make multiple purchases.

Answer: T 
 Institutional marketing refers to promotional efforts that are aimed at promoting a company's reputation or image, rather than specific products or services.

Question 18

Match each item with the correct statement below.
-_____ is an unconventional,innovative,and low-cost marketing techniques designed to get consumers' attention in unusual ways.

Accepted Answer

Guerrilla marketing is an unconventional, innovative, and low-cost marketing technique designed to get consumers' attention in unusual ways.

Answer: D
 Publicity is the dissemination of information about a product or service with the aim of generating public interest or awareness.

Answer: E
 Sales promotion are short-term incentives offered to customers to persuade them to buy a product or service.

Answer: Q
 Cross-promotion is the promotion of one product or service through the promotion of another complementary product or service.

Answer: S
 Sponsorship involves providing financial or material support to an event, organization, or individual in exchange for some promotional benefits.

Answer: T
 Institutional marketing is the marketing of an organization or company as a whole rather than its products or services.

Question 19

Match each item with the correct statement below.
-Focused public relations activities that directly support marketing goals are called _____.

Accepted Answer

Marketing public relations are focused public relations activities that directly support marketing goals.

Answer: C
 Promotion refers to focused efforts to bring attention to a product or service, often through a combination of advertising, publicity, and sales promotion.

Answer: T
 Institutional marketing involves promoting a brand or organization as a whole, rather than promoting a specific product or service.

Answer: Q
 Cross-promotion involves partnering with another brand or organization to promote each other's products or services.

Answer: S
 Sponsorship involves providing financial or other support to an event, organization, or individual in exchange for promotional opportunities.

Question 20

Match each item with the correct statement below.
-The function of informing,persuading,and influencing the consumer's purchase decision is known as _____.

Accepted Answer

The answer of Match each item with the correct statement...

Quiz 16: Integrated Marketing Communications, advertising, and Public Relations

Match each item with the correct statement below. -Advertising by stores that sell goods or services directly to the consuming public is called _____.

Match each item with the correct statement below. -Promotion that attempts to increase demand for an existing good,service,organization,person,place,idea,or cause is called _____.

Match each item with the correct statement below. -Nonpersonal stimulation of demand for a good,service,person,cause,or organization through unpaid placement of significant news about it in a published or broadcast medium is called _____.

Match each item with the correct statement below. -Promotion that seeks to develop initial demand for a good,service,organization,person,place,idea,or cause is called _____.

You are eager to attract a tennis star to appear in the ads for your company's rackets.However,your boss reminds you that it can be very expensive to use celebrity testimonials.Which of the following points do you make to convince her to spend the money?

Match each item with the correct statement below. -Banners have evolved into a more target-specific technique for Internet advertising with the advent of _____ which are messages that appear on the screen at exactly the right moment.

Match each item with the correct statement below. -A strategy in which a retailer shares advertising costs with a manufacturer or wholesaler is known as _____.

Match each item with the correct statement below. -Promotional technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs is known as _____.

Match each item with the correct statement below. -Marketing activity other than personal selling,advertising,guerrilla marketing,and public relations that stimulates consumer purchasing and dealer effectiveness is called _____.

Match each item with the correct statement below. -Promotion of a concept,an idea,a philosophy,or the goodwill of an industry,company,organization,person,geographic location,or government agency is called _____.

Match each item with the correct statement below. -Relationship in which an organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity is called a(n) _____.

The delivery service where Debbie works advertises that its vehicles are "the fastest you'll find anywhere in the globe." Debbie does not believe this claim is literally true,so she seeks an opinion from the firm's legal counsel.The lawyer informs her that such "puffery" is:

Match each item with the correct statement below. -_____ involves two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort.

Jill needs to motivate her promotion team to focus not just on individual messages,but on the benefits of integrating all of the firm's marketing communications.Choose the benefits that Jill should discuss.

Match each item with the correct statement below. -Ineffective promotional appeals,inappropriate advertising media,or poor radio or television reception that interferes with the transmission of the message and reduce its effectiveness are examples of _____ in a communication channel.

Match each item with the correct statement below. -Paid,nonpersonal communication through various media about a business firm,not-for-profit organization,product,or idea by a sponsor identified in a message intended to inform or persuade members of a particular audience is called _____.

Match each item with the correct statement below. -Setting the timing and sequence for a series of advertisements is called _____.

Match each item with the correct statement below. -_____ is an unconventional,innovative,and low-cost marketing techniques designed to get consumers' attention in unusual ways.

Match each item with the correct statement below. -Focused public relations activities that directly support marketing goals are called _____.

Match each item with the correct statement below. -The function of informing,persuading,and influencing the consumer's purchase decision is known as _____.