Question 1

What is advertising?

Accepted Answer

Advertising is defined as any paid form of non-personal promotion of products or services by an identified sponsor. This distinguishes it from personal selling (face-to-face interaction), sales promotions (short-term incentives), and public relations (improving organization-public relationships).

Question 2

What is public relations?

Accepted Answer

Public relations involves strategies and programs designed to manage the public perception and improve the relationship between an organization and its various publics (customers, employees, stakeholders, etc.). It is not directly about sales, incentives, or paid promotions, but rather about creating a positive image and managing communication.

Question 3

What is personal selling?

Accepted Answer

Personal selling involves direct, face-to-face interaction between salespeople and prospective buyers, aiming to persuade the buyer to make a purchase. This method is characterized by presentations, answering questions, and taking orders directly from the customer.

Question 4

What is sales promotion?

Accepted Answer

Sales promotion involves short-term incentives aimed at encouraging the purchase or sale of a product or service.

Question 5

What is direct marketing?

Accepted Answer

Direct marketing involves direct communication with customers or prospects through various channels like mail, telephone, fax, email, or internet, aiming for a response or dialogue.

Question 6

What are events and experiences?

Accepted Answer

Events and experiences refer to activities and programs initiated by companies to engage customers directly and create memorable interactions related to the brand. This can include events like product launches, interactive brand experiences, and customer appreciation events, all designed to foster a deeper connection between the brand and its customers.

Question 7

What is social media marketing?

Accepted Answer

Social media marketing specifically refers to the process of gaining traffic or attention through social media sites, making option D the correct answer. It involves creating content that is tailored for each social media platform to drive user engagement and sharing.

Question 8

What is mobile marketing?

Accepted Answer

Mobile marketing specifically refers to the practice of marketing through mobile devices, such as smartphones and tablets, by sending messages, introducing campaigns, or directing users to mobile websites.

Question 9

Which of the following is more of personal medium of advertisement?

Accepted Answer

Direct Mail Advertising is considered a more personal medium of advertisement because it allows marketers to send tailored messages directly to individuals, often using personal information to customize the message.

Question 10

If a company wants to build a good "corporate image," it will probably use which of the following marketing communications mix tools?

Accepted Answer

Public relations is primarily focused on building and maintaining a positive corporate image and managing the company's reputation.

Question 11

Which of the following promotional forms is often described as being too impersonal and only a one-way communication form?

Accepted Answer

Advertising is often described as impersonal and one-way because it is a mass communication method that does not allow for direct interaction or feedback from the audience.

Question 12

Which of the following strategies is usually followed by B2C companies with respect to promotion strategy?

Accepted Answer

B2C companies typically use a pull strategy for their promotion efforts, aiming to create demand directly from consumers, which in turn encourages retailers and distributors to stock and promote their products.

Question 13

Which of the following strategies is usually followed by B2B companies with respect to promotion strategy?

Accepted Answer

B2B companies typically use a push strategy, where they promote their products directly to other businesses through personal selling and trade promotions, rather than creating consumer demand.

Question 14

The first step in developing an advertising program should be to:

Accepted Answer

Setting advertising objectives is the first step in developing an advertising program, as it defines the goals and purpose of the advertising efforts, guiding all subsequent decisions.

Question 15

Which of the following WOULD NOT be one of the primary advertising objectives as classified by primary purpose?

Accepted Answer

The primary advertising objectives classified by purpose are to inform, persuade, and remind. Making profits is a broader business goal, not a direct advertising objective. Advertising aims to achieve this goal indirectly by influencing consumer behavior.

Question 16

__________ is used heavily when introducing a new product category

Accepted Answer

Informative advertising is used heavily when introducing a new product category to educate consumers about the product's benefits, uses, and features.

Question 17

Keeping consumers thinking about the product is the objective for which type of advertising?

Accepted Answer

Reminder advertising is designed to keep the product or brand in the minds of consumers, ensuring they remember it when making purchasing decisions.

Question 18

_____are vehicles or channels through which the advertising messages are transmitted to target consumers so that the desired action may be induced at the consumer level

Accepted Answer

Advertisement media are the channels or vehicles through which advertising messages are conveyed to the target audience, aiming to induce a desired action or response from them.

Question 19

The central theme of an advertisement that motivates the consumer to make a purchase decision is?

Accepted Answer

Advertising appeal is the central theme or idea behind an advertisement, designed to attract the attention of consumers and persuade them to make a purchase. It taps into desires, needs, or interests to motivate the consumer's decision.

Quiz 5: Marketing Communications Mix and Advertising Objectives