Question 1

A company dealing in anti-aging creams has created a 30-minute infomercial explaining the benefits of the cream.It also provides a 1-800 number for interested customers.This is an example of:

Accepted Answer

This is an example of Direct Response Television (DRTV) where a television commercial encourages viewers to respond directly to the company, often through a phone number or website.

Question 2

A company that manufactures motorcycles decides to host a rock concert.The aim of the company is to associate itself with music that reflects passion and energy.This is an example of:

Accepted Answer

Event sponsorship involves a company supporting an event, such as a concert, to promote its brand and associate with certain values or emotions, like passion and energy in this case.

Question 3

A company that prints and sell guides to historical monuments has launched a campaign to preserve local and national monuments from desecration and neglect.This is an example of:

Accepted Answer

Cause-related marketing involves a company supporting a social cause to enhance its brand image and connect with its customers on a deeper level. In this case, the company's campaign to preserve monuments aligns with this concept.

Question 4

An institution that provides educational counselling to students sets up stalls in a shopping mall to provide expert counselling based on students' educational backgrounds and preferences.This is an example of:

Accepted Answer

The institution setting up stalls in a shopping mall to provide expert counselling is an example of a kiosk, which is a self-service information and transaction machine.

Question 5

Cossacks is a company that makes computers.To boost sales, it offers subsidies on the computers to encourage retailers to sell higher volumes.This is an example of:

Accepted Answer

A push strategy involves encouraging retailers to sell more products by offering incentives such as subsidies, which is what Cossacks is doing.

Question 6

A company that manufactures office stationery launches a campaign to fund the education of needy children.A small percentage of customer billing is used to contribute to this fund.This is an example of:

Accepted Answer

Cause-related marketing involves a company partnering with a charitable cause, where a portion of sales or profits is directed towards supporting that cause, as seen in this campaign.

Question 7

Mandy sets up a restaurant that serves homemade delicacies.She uses the local TV network to heavily advertise and promote her restaurant.This is an example of:

Accepted Answer

Pull strategy involves promoting the product to the end consumer to create demand, which in turn encourages retailers to stock the product. In this case, Mandy is using local TV to promote her restaurant to customers, which is an example of a pull strategy.

Question 8

Which of the following refers to a method of determining a communications budget based on what is left over after other operating costs have been covered?

Accepted Answer

The affordable budgeting method involves allocating funds to the communications budget based on what remains after covering other operating expenses.

Question 9

A company making greeting cards sets up stalls in different malls during the Christmas season.The employees working at the stalls take orders for personalized cards and the product is delivered to customers at their residence.This is an example of:

Accepted Answer

A kiosk is a small, temporary, stand-alone booth used in high-traffic areas for marketing purposes, which fits the description of the stalls set up in malls.

Question 10

A company manufacturing beauty products, in order to advertise itself better, sponsors an event called the Genie Awards, which is organized by the Academy of Canadian Cinema and Television.This is an example of:

Accepted Answer

The company is sponsoring an event to advertise itself, which is a direct example of event sponsorship.

Question 11

When corporations support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors, occurs.

Accepted Answer

Event sponsorship involves corporations supporting activities, often in cultural, sports, or entertainment sectors, to enhance their brand visibility and reputation.

Question 12

Which of the following refers to the method of determining a communications budget in which the firm's share of the communication expenses is in line with its market share?

Accepted Answer

The competitive parity method involves setting a communications budget so that the firm's share of communication expenses matches its market share, ensuring that the firm remains competitive in its industry.

Question 13

Kell International manufactures air conditioners.It offers subsidies on the air conditioners to encourage retailers to sell higher volumes.This is an example of:

Accepted Answer

A push strategy involves promoting products by pushing them onto retailers to encourage them to sell more, often through incentives like subsidies.

Question 14

Which of the following is designed to increase demand by focusing on wholesalers, distributors, or salespeople, who entice the customers, via distribution channels, to buy the product?

Accepted Answer

Push strategy is designed to increase demand by focusing on wholesalers, distributors, or salespeople, who entice the customers, via distribution channels, to buy the product.

Question 15

A company which manufactures hockey equipment uses the medium of television to advertise and promote its products.This is an example of:

Accepted Answer

A pull strategy involves promoting products directly to consumers, encouraging them to request the products from retailers, which is what advertising on television aims to achieve.

Question 16

Which of the following refers to a commercial activity in which businesses and charities form a partnership to market an image, product, or service for their mutual benefit?

Accepted Answer

Cause-related marketing is a collaboration between a business and a charity to market a product or service, benefiting both parties.

Question 17

Which of the following refers to the method of determining a communications budget that is based on a fixed proportion of forecast sales?

Accepted Answer

The percentage-of-sales method involves setting the communications budget as a fixed percentage of forecasted sales, aligning spending with expected revenue.

Question 18

Which of the following is an IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives?

Accepted Answer

The objective-and-task method is an IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives.

Question 19

Which of the following refers to TV commercials or infomercials with a strong call to action?

Accepted Answer

DRTV (direct response television) refers to TV commercials or infomercials with a strong call to action, typically encouraging viewers to make a purchase or take a specific action.

Question 20

Which of the following is designed to get consumers to draw the product into the supply chain by demanding retailers carry it?

Accepted Answer

A pull strategy is designed to create consumer demand for a product, encouraging retailers to stock it in response to consumer requests.

Quiz 14: Advertising, Sales Promotions, and Personal Selling