Question 1

Nonmarketing public relations refer to a company's messages about general management issues.

Accepted Answer

Nonmarketing public relations refer to a company's messages about general management issues such as corporate social responsibility, crisis management, employee relations, and financial performance. These messages are not directly focused on promoting a product or service, but rather on building and maintaining a positive reputation for the company as a whole.

Question 2

Public relations efforts such as publicity frequently offer lesser credibility than other promotional techniques.

Accepted Answer

The answer of Public relations efforts such as publicity frequently...

Question 3

Persuasive advertising is typically used in the latter part of the maturity stage and throughout the decline stage of the product lifecycle.

Accepted Answer

Persuasive advertising is typically used during the growth stage of the product lifecycle to differentiate the product and build brand preference.

Question 4

In the context of Internet advertising,click-through is a direct marketing technique that relates the cost of an ad to the number of people who click it.

Accepted Answer

Click-through is a direct marketing technique used in Internet advertising where the cost of an ad is related to the number of people who click it.

Question 5

One of the advantages of guerrilla marketing is its ability to reach a wide audience.

Accepted Answer

Guerrilla marketing is typically designed to reach a specific, targeted audience rather than a wide one, often using unconventional methods to create a memorable impact.

Question 6

An advertising campaign is a series of different and unrelated ads that use multiple themes and appear in different media over a long period of time.

Accepted Answer

An advertising campaign is a series of related ads that use a consistent theme and appear in different media over a sustained period of time.

Question 7

The greatest share of television advertising revenues comes from local advertisers,while most newspaper advertising revenues come from organizations that advertise nationally.

Accepted Answer

The greatest share of television advertising revenues typically comes from national advertisers, due to the broad reach and high visibility of TV ads. Conversely, newspapers often derive a significant portion of their advertising revenues from local advertisers, as they cater to a more geographically specific audience.

Question 8

Compared with personal selling,advertising,and sales promotion,expenditures for public relations usually are high in most firms.

Accepted Answer

Expenditures for public relations are usually lower than those for personal selling, advertising, and sales promotion in most firms.

Question 9

Direct communications,other than personal sales contacts,between buyer and seller,designed to generate sales,information requests,or store or website visits is referred to as direct marketing.

Accepted Answer

Direct marketing involves various forms of communication such as direct mail, email, telemarketing, and social media aimed at promoting sales or initiating customer engagement. It does not necessarily involve personal sales interactions between the buyer and seller.

Question 10

The assumption behind recognition tests is that future sales are related to advertising readership.

Accepted Answer

Recognition tests are used to measure the effectiveness of advertising by testing how well consumers remember seeing or hearing the advertisement. The assumption is that the greater the recognition, the more likely it is that the advertisement will influence future sales. Therefore, future sales are believed to be related to advertising readership, which is measured through recognition testing.

Question 11

The headlines and illustrations in the print ad typically include the company name,address,phone number,Web address,slogan,trademark,or simply a product photo.

Accepted Answer

Headlines and illustrations in print ads are primarily designed to capture attention and convey the main message or theme, rather than providing detailed contact information or company details.

Question 12

An IMC strategy helps marketers create a unified personality for the product or brand by choosing the right elements from the promotional mix to send the message.

Accepted Answer

An IMC (Integrated Marketing Communications) strategy aims to achieve consistency in messaging by integrating different communication channels such as advertising, sales promotion, public relations, personal selling, and direct marketing. By selecting the right elements from the promotional mix, marketers can create a unified and coherent personality or image for the product or brand. Therefore, the statement is true.

Question 13

The aspect of public relations most directly related to promoting a firm's products is publicity.

Accepted Answer

Publicity, which is a component of public relations, involves getting media coverage for a firm's products or services, which can help promote them to potential customers.

Question 14

Some types of products like cigarettes and smokeless tobacco are banned from television advertising.

Accepted Answer

The advertising of cigarettes and smokeless tobacco has been banned on television since the Public Health Cigarette Smoking Act of 1970.

Question 15

When a fast food restaurant chain joins with a movie studio to promote a new film,it is an example of cross-promotion.

Accepted Answer

This statement is true. Cross-promotion is when two or more companies collaborate to promote their products or services to each other's audiences. In this case, the fast food restaurant chain and movie studio are promoting their respective products to each other's customers.

Question 16

The objective of media selection is to achieve adequate media coverage without advertising beyond the identifiable limits of the potential market.

Accepted Answer

The statement accurately describes the objective of media selection, which is to reach the desired audience without wasting resources on advertising to those who are unlikely to be interested in the product or service being advertised.

Question 17

The goal of an ad is to improve the likelihood that a customer will buy a particular good or service.

Accepted Answer

The main goal of an ad is to persuade or influence customers to purchase a specific product or service, making an advertisement an essential component of a business's marketing strategy.

Question 18

IMC broadens the concept of promotion to include all the ways a customer has contact with the organization,adding packaging,store displays,and online advertising to traditional media.

Accepted Answer

IMC (Integrated Marketing Communication) is a comprehensive approach that includes all the various communication channels and tools that an organization uses to communicate with its customers. It broadens the concept of promotion to include all the ways a customer has contact with the organization, adding packaging, store displays, online advertising, social media, and other digital channels to traditional media such as TV, radio, print, and outdoor advertising. The purpose of IMC is to create a unified and consistent brand message across all touchpoints to deliver a more powerful and effective marketing message to the customer.

Question 19

Mass consumption and geographically dispersed markets make advertising particularly appropriate for marketing goods and services aimed at large audiences likely to respond to the same promotional messages.

Accepted Answer

Mass consumption and geographically dispersed markets require advertising in order to reach large audiences with the same promotional messages.

Question 20

Brand-building efforts to generate or enhance consumers' perceptions of value in a product,brand,or organization can be measured over the short term.

Accepted Answer

The answer of Brand-building efforts to generate or enhance consumers'...

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