Question 1

What type of advertising strives to reinforce previous promotional activity by keeping the name of the good, service, organization, person, place, idea, or cause before the public?

Accepted Answer

Reminder advertising is designed to keep the name of the product or brand in the public's mind. This type of advertising is used after the product has been introduced and promoted, to remind consumers about the benefits of the product and encourage repeat purchases.

Question 2

What is product advertising designed for?

Accepted Answer

Product advertising is specifically aimed at selling a particular good or service by highlighting its benefits, features, and reasons for purchase to potential customers.

Question 3

What is an outcome of the interactive characteristic of direct marketing?

Accepted Answer

Direct marketing allows for personalized communication, enabling marketers to tailor their responses and offers to meet the specific needs and preferences of individual consumers. This personalization is a key outcome of the interactive nature of direct marketing.

Question 4

Which of the following would typically NOT be an example of direct mail promotion?

Accepted Answer

Direct mail promotion involves sending promotional materials directly to potential customers through the mail or directly to their homes, which includes options A, B, and C. Option D, an advertisement in the newspaper, is not considered direct mail as it is a form of mass media advertising, not targeted and sent directly to individuals' homes or addresses.

Question 5

What type of advertising is often used to promote a product in the introductory stage of the product life cycle?

Accepted Answer

Informative advertising is typically used during the introductory stage of the product life cycle to educate potential customers about the new product, its benefits, and how it meets their needs or solves a problem.

Question 6

What type of advertising is Advil using when it advertises that it contains more pain reliever than Tylenol?

Accepted Answer

Advil is using comparative advertising because it directly compares its product to a competitor's product (Tylenol) by highlighting its own superior feature (containing more pain reliever).

Question 7

Global Solutions Inc., an IT firm, regularly organizes meetings for its shareholders to update them on the firm's performance and achievements. What is this is an example of?

Accepted Answer

This is an example of a public relations program, as it involves communicating with shareholders to maintain a positive image and keep them informed about the company's performance and achievements.

Question 8

What is the name for non-product advertising used by a profit-seeking firm?

Accepted Answer

The answer of What is the name for non-product advertising...

Question 9

Which statement is NOT considered to be an advantage of celebrity testimonials?

Accepted Answer

C is not considered an advantage of celebrity testimonials because it describes a benefit to the celebrity rather than an advantage of using celebrity testimonials from the perspective of the marketers or the product being endorsed.

Question 10

Coke and Pepsi feature nearly three dozen movie stars, athletes, musicians, and television personalities as spokespeople in their effort to increase cola sales. What is this called?

Accepted Answer

This is called celebrity testimonials, where famous personalities endorse a product to influence consumers' purchase decisions.

Question 11

What is one of the advantages of the direct mail medium?

Accepted Answer

Direct mail allows for measurable response rates, enabling advertisers to track the effectiveness of their campaigns more accurately than with many other advertising mediums. This measurability is a significant advantage because it allows for adjustments and optimizations based on actual performance data.

Question 12

Assume Purolator offers a new service that allows home computer users to pay shipping charges and print shipping labels at home. Purolator advertises the new service on TV and in magazines. What are these ads examples of?

Accepted Answer

These ads are examples of product advertising because they are promoting a specific service offered by Purolator, aiming to inform or persuade customers about this new service that allows them to pay shipping charges and print shipping labels at home.

Question 13

What is the goal of persuasive advertising?

Accepted Answer

Persuasive advertising aims to increase demand for an existing good, service, organization, or concept by convincing potential customers of its value or benefits, thereby encouraging them to choose it over competitors' offerings.

Question 14

What type of advertising is most closely related to public relations?

Accepted Answer

Institutional advertising is most closely related to public relations because it focuses on building the image of the organization or institution itself, rather than promoting a specific product or service. This type of advertising aims to create a favorable public perception, which aligns with the goals of public relations.

Question 15

What do direct marketing and integrated marketing communications have in common?

Accepted Answer

Both direct marketing and integrated marketing communications strategies respond to the challenges of fragmented media markets and audiences by using targeted approaches to reach specific segments.

Question 16

What type of advertising seeks to develop initial demand for a newly introduced good, service, organization, person, place, idea, or cause?

Accepted Answer

Informative advertising is used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase. It is particularly useful for introducing new products or services to the market by providing consumers with detailed information about the benefits and features of the product or service.

Question 17

The Canadian Cancer Society runs ads in major magazines promoting its mission and successes. What are these ads examples of?

Accepted Answer

These ads are examples of institutional advertising, which aims to promote the organization's image, mission, or philosophy rather than selling a specific product or service.

Question 18

The radio advertisements for Country Fresh Grocers state that the company is the "supermarket to the world." What type of advertising is this considered to be?

Accepted Answer

The answer of The radio advertisements for Country Fresh Grocers...

Question 19

A manufacturer of a well-known brand of cosmetics is offering buyback allowances to its retailers for its new line of lip colour. What is this an example of?

Accepted Answer

Trade promotion refers to marketing activities directed towards the members of the distribution channel, such as retailers or wholesalers, rather than the final consumer. Offering buyback allowances to retailers for a new product line is a strategy to encourage these channel members to stock and promote the manufacturer's products, fitting the definition of trade promotion.

Question 20

By definition, what is the communication objective of advertising?

Accepted Answer

Advertising aims to inform or persuade members of a specific audience about products, services, or ideas, thereby influencing their perceptions or behaviors.

Quiz 14: Integrated Marketing Communications, Advertising, and Digital Communications