Question 1

In reaching today's multi-tasking consumer who is active in several media at the same time, advertisers must consider
A) the impact of PVRs on television viewing
B) developing a stronger billboard presence
C) placing messages at a time and place where the consumer is engaged
D) embedding product messages into the scripts of TV shows
E) increasing the media placement budget

Accepted Answer

To effectively reach the multi-tasking consumer, advertisers must consider placing messages at a time and place where the consumer is already engaged in order to capture their attention. This may involve utilizing social media platforms, targeted online advertising, or product placement in TV shows or movies. Simply increasing the media placement budget may not be the most effective strategy without also considering the context and timing of the ad placement. Developing a stronger billboard presence may also be less effective than targeted digital advertising in reaching a multi-tasking consumer. While the impact of PVRs on television viewing is a factor to consider, it is not the primary concern in reaching a multi-tasking consumer across multiple media platforms. Embedding product messages into TV show scripts may also be seen as intrusive or inauthentic by viewers.

Question 2

Integrated Marketing Communications (IMC) involves:
A) the coordination of all forms of marketing into a unified program that maximizes the impact on customers
B) consolidation of marketing efforts between competitors
C) empowerment by the marketing agency to make all program decisions
D) exclusive use and focus on social media only as a marketing strategy

Accepted Answer

Integrated Marketing Communications (IMC) involves coordinating all forms of marketing (advertising, public relations, sales promotion, personal selling, direct marketing, and digital marketing) into a unified program that maximizes the impact on customers. It ensures consistency in messaging and branding across all channels and touchpoints. IMC is about creating a seamless customer experience and increasing brand awareness, loyalty, and sales. B, C, and D are incorrect because they do not accurately describe IMC.

Question 3

The United Way's campaign about helping the homeless is an example of
A) consumer advertising
B) retail advertising
C) advocacy advertising
D) direct-response advertising
E) end-product advertising

Accepted Answer

The United Way's campaign about helping the homeless is an example of advocacy advertising, as it aims to raise awareness and generate support for a social cause rather than promoting a specific product or service.

Question 4

Research shows that social media are effective in building market share when
A) advertising is a pop- up
B) long advertising videos are shown on YouTube
C) the audience can purchase immediately after seeing the advertising on the internet
D) celebrities endorse the social media advertising
E) customers share their positive opinions

Accepted Answer

Research has shown that customers sharing their positive opinions on social media can have a significant impact on building market share. This is because people are more likely to trust recommendations and reviews from people they know or follow on social media. Pop-up advertising can often be seen as intrusive or annoying, and long advertising videos may not be watched in their entirety. Immediate purchases after seeing advertising may be effective for certain products or services but may not be applicable to all. Celebrity endorsements can be effective, but they can also be expensive and may not necessarily lead to increased market share.

Question 5

When Redbull sends out teams to hand out samples, the company is using which marketing communications tool?
A) advertising
B) trade promotion
C) experiential marketing
D) public relations
E) interactive communications

Accepted Answer

Experiential marketing involves creating a memorable experience for consumers that they can associate with the brand. Redbull's sampling teams create an experience for consumers by allowing them to try the product and potentially feel the energy boost that comes with it.

Question 6

Social media platforms such as Facebook and Twitter have changed the nature of communications between an organization and the public because
A) social media can only deliver brief and simple advertising messages
B) social media communications must be designed to resonate with millennials
C) social media communications are a two way affair where the goal is to engage consumers
D) Facebook and Twitter are declining in popularity

Accepted Answer

Social media platforms such as Facebook and Twitter have changed the nature of communications between an organization and the public because they provide a two-way communication channel where the goal is to engage and interact with consumers, rather than just delivering advertising messages. This has enabled organizations to build stronger relationships with their customers and gain valuable feedback and insights. Additionally, while social media does tend to be popular with millennials, it is used by people of all ages and demographics.

Question 7

A main reason advertisers do not advertise more on social media is
A) too expensive
B) not sure which social media to use
C) return on investment is difficult to measure
D) traditional media work best
E) it is not interactive

Accepted Answer

The return on investment (ROI) is difficult to measure on social media, which is a main reason advertisers do not advertise more on it. While social media can offer a wide reach and potential for engagement, it can be challenging to accurately track the impact of ad spend on sales or other metrics.

Question 8

You would use sales promotion to
A) increase the product mix
B) encourage an immediate response from consumers
C) increase advertising dollars
D) improve distribution
E) increase the use of the media

Accepted Answer

Sales promotion is used to encourage an immediate response from consumers through incentives such as discounts, coupons, or contests. The other choices (A, C, D, and E) are not the direct objectives of sales promotion.

Question 9

People are going online and discussing their experiences with products they have used. This activity takes place on
A) television
B) radio
C) magazines
D) billboards
E) social media

Accepted Answer

Social media platforms are widely used for discussing and sharing experiences with products or services. This enables people to post reviews, comments, and feedback on various products and services, creating a platform for open discussions and feedback among consumers. The power of social media in influencing consumer behavior and purchasing decisions cannot be underestimated.

Question 10

A recent phenomenon is the progressive use of lifestyle association in advertising. This involves
A) scientific demonstrations
B) product comparisons
C) emotional appeals
D) price comparisons
E) logical appeals

Accepted Answer

The use of lifestyle association in advertising typically involves emotional appeals aimed at creating a positive image for a product or brand in the minds of consumers. This may be done through showcasing the product in the context of an aspirational lifestyle or highlighting the positive emotions and experiences we may associate with using the product.

Question 11

Changes in consumer behaviour related to media consumption dictate that a media plan must include
A) primetime television
B) a strong internet presence
C) direct response marketing
D) event marketing
E) sponsorship

Accepted Answer

As more and more people are opting for the internet as their primary source of entertainment and information, having a strong internet presence has become crucial in a media plan. This allows brands to reach a wider and more diverse audience while also being able to gather more data on consumer behaviour.

Question 12

Often the Public Relations Department of an organization is responsible for building and maintaining a positive image of a company with its various publics. This is called
A) advocacy advertising
B) sponsorship advertising
C) corporate advertising
D) end-product advertising
E) direct-response advertising

Accepted Answer

The term used to describe the responsibility of building and maintaining a positive image of a company with its various publics is called corporate advertising. It is typically the responsibility of the Public Relations Department of an organization. Advocacy advertising is designed to promote a particular point of view or cause, while sponsorship advertising is used to promote a specific event or organization. End-product advertising is focused on promoting a specific product, while direct-response advertising aims to elicit a direct response from the audience, such as a purchase or phone call.

Question 13

Advertising is best defined as
A) marketing
B) a paid form of marketing communication designed to influence thought patterns and purchase behavior
C) a subsection of business
D) a sales tool designed to elicit an immediate response from consumers
E) a media division within a marketing department

Accepted Answer

Advertising is a specific type of marketing communication that companies pay for with the intention of persuading or influencing the thoughts and behaviors of their target audience. It is a form of promotion that can take many different forms, including print ads, commercials, billboards, and social media posts. The ultimate goal of advertising is to increase brand awareness and drive sales.

Question 14

The internet is direct and interactive and consumers are spending more and more time with it. The next big area for advertising growth is
A) out of home media
B) product placement in mainstream movies
C) word of mouth promotions
D) mobile communications

Accepted Answer

As consumers are increasingly using mobile devices to access the internet, mobile communications provide a direct and interactive way to reach consumers. This makes it a likely candidate for the next big area of advertising growth.

Question 15

A story about a company product in a newscast or newspaper that is not paid for by the company is an example of which form of integrated marketing communications?
A) advertising
B) sales promotion
C) public relations
D) event marketing
E) sponsorship

Accepted Answer

A story about a company product in a newscast or newspaper that is not paid for by the company is an example of earned media, which falls under public relations in integrated marketing communications.

Question 16

Social media's high level of influence in Canada results from
A) use of social media by more than 80% of the population
B) strong connectivity to the internet by most Canadians
C) increased use of mobile devices
D) Canada's high-tech economy

Accepted Answer

The answer of Social media's high level of influence in...

Question 17

Bell Canada's "Let's Talk" program on Let's Talk Day donates 5 cents for every text or long distance call made by Bell customers. This is an example of
A) consumer advertising
B) retail advertising
C) advocacy advertising
D) direct-response advertising
E) end-product advertising

Accepted Answer

This is an example of advocacy advertising as it aims to raise awareness and funds for mental health initiatives.

Question 18

The critical time for marketing communications in the product life cycle is during
A) the mature stage
B) the introduction and growth stages
C) the introduction stage
D) the growth stage
E) the mature and decline stages

Accepted Answer

During the introduction and growth stages of the product life cycle, the marketing communications are critical to create awareness, generate interest, and build preference among target customers. This is the time when the product is new and unfamiliar to the market, and there is a lot of competition for attention and market share. Therefore, effective marketing communications are needed to differentiate the product, communicate its benefits, and persuade potential customers to try it out. As the product moves into the maturity and decline stages, the focus of marketing communications may shift towards maintaining loyalty and reinforcing brand image rather than acquisition of new customers.

Question 19

Public Relations involves
A) a variety of activities that an organization undertakes to influence the attitudes, opinions, and behavior of interest groups towards an organization
B) direct response campaigns targeting a broad spectrum of customers
C) ongoing communication with customers that demonstrate high loyalty
D) acquisition of new customers through advocacy advertising

Accepted Answer

Public Relations involve a range of activities aimed at influencing the attitudes, opinions, and behavior of interest groups toward an organization. It includes strategies like media relations, stakeholder engagement, crisis management, and social responsibility initiatives to build and maintain a positive image of the company among stakeholders. Option B, C, and D are not correct as they do not accurately describe the scope and purpose of Public Relations.

Question 20

The most common way to show competitive advantage is to
A) sell more products
B) demonstrate product superiority
C) avoid innovation
D) keep prices low
E) match the competition

Accepted Answer

Demonstrating product superiority is the best way to show competitive advantage as it showcases that your product is better than your competitors' products. This not only attracts customers but also helps in building a strong brand image. Selling more products or keeping prices low may not necessarily indicate a competitive advantage, while avoiding innovation or matching the competition can lead to stagnation in the market.

Quiz 1: Advertising in a Marketing Communications Environment

In reaching today's multi-tasking consumer who is active in several media at the same time, advertisers must consider

Integrated Marketing Communications (IMC) involves:

The United Way's campaign about helping the homeless is an example of

Research shows that social media are effective in building market share when

When Redbull sends out teams to hand out samples, the company is using which marketing communications tool?

Social media platforms such as Facebook and Twitter have changed the nature of communications between an organization and the public because

A main reason advertisers do not advertise more on social media is

You would use sales promotion to

People are going online and discussing their experiences with products they have used. This activity takes place on

A recent phenomenon is the progressive use of lifestyle association in advertising. This involves

Changes in consumer behaviour related to media consumption dictate that a media plan must include

Often the Public Relations Department of an organization is responsible for building and maintaining a positive image of a company with its various publics. This is called

Advertising is best defined as

The internet is direct and interactive and consumers are spending more and more time with it. The next big area for advertising growth is

A story about a company product in a newscast or newspaper that is not paid for by the company is an example of which form of integrated marketing communications?

Social media's high level of influence in Canada results from

Bell Canada's "Let's Talk" program on Let's Talk Day donates 5 cents for every text or long distance call made by Bell customers. This is an example of

The critical time for marketing communications in the product life cycle is during

Public Relations involves

The most common way to show competitive advantage is to