Question 1

Sales promotion is typically one of the four major elements in an organization's promotion mix.

Accepted Answer

Sales promotion is indeed one of the four major elements in the promotion mix, along with advertising, personal selling, and public relations.

Question 2

The combination of promotion methods that a firm uses to reach a target market is called advertising.

Accepted Answer

The combination of promotion methods that a firm uses to reach a target market is called the promotional mix. Advertising is one of the elements of the promotional mix, along with personal selling, sales promotion, direct marketing, and public relations.

Question 3

Most local firms use immediate-response advertising.

Accepted Answer

Immediate-response advertising is typically used by local firms to generate a quick response from customers, such as through coupons or limited-time offers.

Question 4

Advertising may be broadly classified into three groups: selective demand, institutional, or primary demand.

Accepted Answer

This statement is true. Advertising can indeed be classified into these three categories. Selective demand advertising aims to promote specific brands or products, while institutional advertising promotes the brand or company as a whole. Primary demand advertising aims to create demand for a product category in general.

Question 5

Advertising is any nonpersonal promotional message that is paid for by an identified sponsor and directed at a large audience.

Accepted Answer

This is the definition of advertising as commonly understood in marketing and advertising industries.

Question 6

Marketers tend to design promotional communication for wider audiences rather than for a specific group.

Accepted Answer

Marketers often target promotional communications towards specific groups or segments to ensure the messaging is relevant and effective for its intended audience. This approach, known as targeted marketing, allows for more personalized and efficient marketing strategies.

Question 7

A major disadvantage of using newspapers for advertising is their short life spans.

Accepted Answer

Newspapers are usually read for a day or two before being discarded, which means that the advertisement has a limited exposure time compared to other forms of advertising.

Question 8

Mass media advertising is used more today because of its low costs and its predictable audience sizes.

Accepted Answer

Mass media advertising costs can be high, and with the fragmentation of media and the rise of digital platforms, audience sizes are less predictable.

Question 9

A television commercial describing why Sure antiperspirant works better than Right Guard antiperspirant is an example of primary-demand advertising.

Accepted Answer

A television commercial comparing two specific brands of antiperspirant is an example of comparative advertising, not primary demand advertising. Primary demand advertising is meant to create demand for an entire category of products or services, not just one brand over another.

Question 10

Advertising and personal selling make up the entire field of marketing.

Accepted Answer

Advertising and personal selling are two important elements of the field of marketing, but they do not make up the entire field. Other important aspects of marketing include product development, pricing strategies, distribution channels, and market research.

Question 11

Selective-demand advertising is advertising designed to enhance a firm's image or reputation.

Accepted Answer

Selective-demand advertising is aimed at stimulating demand for a specific brand or product, rather than enhancing a firm's image or reputation, which is the goal of institutional advertising.

Question 12

The makeup of a promotion mix depends on many factors, including a firm's promotional resources and objectives, the target market, the product characteristics, and the feasibility of various promotional methods.

Accepted Answer

This statement is true. The promotion mix is the specific combination of promotional methods – such as advertising, personal selling, sales promotion, public relations, and direct marketing – that a company uses to reach its target market and achieve its promotional objectives. The particular makeup of the mix will depend on various factors, as stated in the statement.

Question 13

Institutional advertising is by far the most common type of advertising and receives the largest share of advertising expenditures.

Accepted Answer

Institutional advertising is a type of advertising that aims to promote a company or organization rather than a product or service. While it is commonly used by many corporations and organizations, it does not receive the largest share of advertising expenditures. Product advertising, which promotes specific products or services, tends to receive the largest share of advertising expenditures.

Question 14

Personal selling, a major element in an organization's promotion mix, is a less expensive way to reach consumers than through advertising.

Accepted Answer

This statement is false. Personal selling is generally more expensive than advertising as it involves direct contact between a salesperson and potential customers, often requiring travel, accommodations, and other expenses.

Question 15

Institutional advertising is advertising whose purpose is to increase the demand for all brands of a good or service.

Accepted Answer

Institutional advertising is aimed at promoting a company or organization's image, identity, or ideas, rather than focusing on increasing the demand for specific brands of a product or service.

Question 16

Direct-mail advertising is the most selective medium for reaching a specific audience.

Accepted Answer

Direct-mail advertising allows companies to select specific demographics and target their audience with personalized messaging. This makes it a very selective medium for reaching a specific audience.

Question 17

A promotion mix can be defined as communication about an organization and its products that is intended to inform, persuade, or remind target market members.

Accepted Answer

The answer of A promotion mix can be defined as...

Question 18

Newspapers, magazines, television, radio, direct mail, and out-of-home displays are all examples of advertising media.

Accepted Answer

These are all examples of advertising media.

Question 19

Over the last few years, advertising revenues of magazines have been declining dramatically.

Accepted Answer

The answer of Over the last few years, advertising revenues...

Question 20

A primary benefit of magazine advertising is the advertisement's life span.

Accepted Answer

Magazine advertisements have a longer life span compared to other forms of advertising such as television or radio commercials. Magazines are often kept for several weeks or months, allowing the advert to be seen repeatedly by readers during this time. This means that the message conveyed by the advertisement has a greater chance of being absorbed and remembered by the target audience.

Quiz 15: Developing Integrated Marketing Communications