Question 1

_____ is nonpersonal communication neither directly paid for nor run under identified sponsorship.
A)Advertising
B)Sales promotion
C)Publicity
D)Public relations
E)Personal selling

Accepted Answer

Publicity refers to nonpersonal communication that isn't directly paid for and doesn't have a clear sponsor. It involves generating news or media coverage for a product, service, or brand. Advertising involves directly paid communications, sales promotion involves short-term incentives to encourage purchase, public relations involves managing and maintaining relationships with various publics, and personal selling involves direct personal communication between a salesperson and a prospect or customer.

Question 2

When the individual voted off of The Survivor reality series appears on David Letterman as a guest to discuss the series and his or her role in the series,it is an example of __________________ for the CBS television show.
A)advertising
B)publicity
C)sales promotion
D)personal selling
E)direct marketing

Accepted Answer

This is an example of publicity, as it involves generating media coverage and attention for the series and its contestants without the use of paid advertising or promotions.

Question 3

Chicken of the Sea includes coupons in their magazine advertisements.This is an example of:
A)consumer-oriented sales promotion
B)direct-response advertising campaign
C)primary demand advertising campaign
D)trade-oriented sales promotion
E)service-oriented sales promotion

Accepted Answer

Including coupons in magazine advertisements is a common tactic in consumer-oriented sales promotion, which aims to incentivize consumers to purchase a specific product or brand.

Question 4

One of the major tools of direct marketing is ______ advertising,whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.
A)direct-response
B)primary-demand
C)business-to-business
D)trade
E)selective demand

Accepted Answer

Direct-response advertising is the tool of direct marketing that promotes a product through an advertisement that encourages the consumer to purchase directly from the manufacturer. This type of advertising is designed to elicit an immediate and measurable response from the consumer, such as by phone, mail, or online ordering. Primary-demand advertising aims to create demand for an entire product category rather than a specific brand, while business-to-business advertising targets other businesses rather than individual consumers. Trade advertising is designed to promote a product to distributors, wholesalers, and retailers, and selective demand advertising aims to promote a specific brand within a product category.

Question 5

Sales promotion programs targeted toward marketing intermediaries such as wholesalers,distributors,and retailers are known as:
A)a consumer-oriented sales promotion
B)a trade-oriented sales promotion
C)a functional inducement
D)direct marketing
E)integrated promotions

Accepted Answer

Trade-oriented sales promotions are those promotions that are targeted towards marketing intermediaries such as wholesalers, distributors, and retailers. These promotions aim to encourage intermediaries to stock and sell the products of the company. Examples of trade-oriented sales promotions include trade shows, trade allowances, and cooperative advertising.

Question 6

The Bradford Exchange is a company that sells collectible plates.If you order one plate from the company,you will receive multiple mailings each month announcing new issues and encouraging you to place your order for additional plates the company is making available.Given this information,which promotional element do you think The Bradford Exchange depends upon most heavily?
A)advertising
B)sale promotion
C)direct marketing
D)public relations
E)pricing

Accepted Answer

The multiple mailings each month announcing new issues and encouraging customers to place orders for additional plates suggest that The Bradford Exchange relies heavily on direct marketing to promote their collectible plates.

Question 7

Coldwater Creek is a retailer that uses its Web site to promote and sell new merchandise. Coldwater Creek views the Internet as a(n) _____ medium.
A)interactive
B)broadcast
C)selective-demand
D)print
E)one-way

Accepted Answer

Coldwater Creek uses its website as an interactive medium, where customers can browse through products and make purchases. This is different from a broadcast medium (such as television), where the message is pushed out to a wide audience without much interaction or feedback. It's also not a selective-demand medium, which refers to targeted advertising aimed at specific individuals or businesses. It's not a print medium, which implies a physical printed document. Finally, it's not a one-way medium, since customers can provide feedback and interact with the website.

Question 8

Which of the following statements about publicity and public relations is true?
A)Publicity generally has a broader purpose and objective than public relations.
B)Publicity is the only tool used in a firm's public relations efforts.
C)Publicity is one of the most important communication techniques used in public relations
D)Publicity has more of a long term,on-going purpose than public relations.
E)Publicity and public relations are synonyms for each other.

Accepted Answer

Publicity is a tool used in public relations efforts along with other techniques such as media relations, community relations, and crisis management. Publicity involves securing media coverage and is an important way to spread messages to a wide audience, making it an important communication technique used in public relations.

Question 9

Which of the following statements describes a disadvantage associated with publicity?
A)Publicity is expensive to implement.
B)Publicity has relatively low credibility.
C)Publicity is not always under the control of the organization that reaps the negative and positive benefits from it.
D)Publicity is not useful with a market segmentation strategy.
E)Publicity makes a market aggregation strategy ineffective.

Accepted Answer

Publicity is not always under the control of the organization that benefits from it. This means that the organization may not have control over the messages being delivered to the public, which can result in negative consequences. For example, negative publicity can arise from a scandal or crisis, which can damage an organization's reputation and image.

Question 10

Florafax Wire Service allows a consumer in Alaska to go to his or her local florist and order roses to be sent to a friend in Maine. The Alaskan florist uses Florafax to order the roses from a florist in Maine who will arrange and deliver them. An ad for Florafax in a trade journal for florists offers retail florists a $4 rebate when they send 20 orders and an additional $.75 per order when they use florafax.net online sending. In its ad, Florafax is using:
A)a consumer-oriented sales promotion 
B)a trade-oriented sales promotion
C)a functional inducement
D)telemarketing
E)integrated promotions

Accepted Answer

The ad for Florafax in a trade journal for florists clearly indicates that the promotion is intended for retail florists, making it a trade-oriented sales promotion. The rebate and additional discount make this promotion more appealing for the retail florists to use Florafax over other wire services.

Question 11

_____ includes those marketing activities that provide extra value or incentives for purchasing a product such as coupons and premiums.
A)Direct marketing
B)Advertising
C)Public relations
D)Sales promotion
E)Brand equity

Accepted Answer

Sales promotion includes marketing activities that provide extra value or incentives for purchasing a product, such as coupons, premiums, discounts, and contests. Direct marketing involves communication directly with consumers, while advertising aims to promote products or services through various media channels. Public relations is focused on building and maintaining a favorable public image of the company, while brand equity is the perceived value and goodwill associated with a particular brand.

Question 12

One of the primary advantages inherent in the use of publicity is its:
A)ability to be personalized
B)credibility
C)almost non-existent variable costs
D)tangibility
E)ability to be closely controlled and monitored by the organization that is being publicized

Accepted Answer

Publicity has high credibility because it is often seen as more trustworthy by readers/viewers/listeners than paid advertising. This is because the message is coming from an objective third-party source such as a journalist or news outlet rather than directly from the organization being publicized. The other options may be advantages of other marketing communication tactics but are not inherent to publicity.

Question 13

Which of the following is NOT a technique used to generate publicity?
A)new releases
B)feature articles
C)photographs,films,and videotapes
D)packaging
E)press conferences

Accepted Answer

Packaging is not a technique used to generate publicity.

Question 14

An article in Financial Times announced that Puma had developed the Thrift shoe,based on its award-winning design.The Thrift shoe was to be made in a limited edition of 510 pairs of fabric from second-hands clothes and would not be available in the U.S.According to the article,each pair would come complete with a numbered certificate of authenticity and a private password for the dedicated Web page so all proud owners could "swap their soles." The article created interest in the shoes and is an example of:
A)sales promotion
B)advertising
C)personal selling
D)sponsorship
E)positive publicity

Accepted Answer

The article created positive publicity for Puma and generated interest in their limited edition Thrift shoe. It was not a direct sales promotion or advertising campaign, nor was it personal selling or sponsorship.

Question 15

How does advertising differ from publicity?
A)Advertising is done by manufacturers,and publicity is done be retailers.
B)Advertising is personal,and publicity is nonpersonal in nature.
C)Advertising is paid for by the sponsoring organization,and publicity is not.
D)Advertising is never institutional ,and publicity usually is institutional in character.
E)Advertising typically utilizes mass media,and publicity does not.

Accepted Answer

Advertising involves paying for space or time in a media outlet to promote a product or service, while publicity is coverage or attention gained through media outlets without payment. Therefore, advertising is paid for by the sponsoring organization, while publicity is not.

Question 16

The Internet is:
A)a promotional medium
B)a marketing communications tool
C)a medium that can be used to execute all the elements of the promotional mix
D)an interactive medium
E)accurately described by all of the above

Accepted Answer

The Internet serves as a promotional medium, a marketing communications tool, can execute all elements of the promotional mix, and is interactive, making all the options accurate.

Question 17

According to the text,which of the following is NOT an example of an interactive medium?
A)CD-ROMs
B)kiosks
C)direct marketing
D)the Internet
E)interactive television

Accepted Answer

Direct marketing is a one-way communication channel where the marketer sends promotional messages directly to the consumer without any interaction or feedback. The other options (CD-ROMs, kiosks, the Internet, and interactive television) all allow for interaction between the consumer and the medium or messaging.

Question 18

Because of the perceived objectivity of the source,which element of the promotional mix is usually regarded as most credible?
A)advertising
B)publicity
C)packaging
D)sales promotion
E)direct marketing

Accepted Answer

Publicity is usually regarded as the most credible element of the promotional mix because it comes from an objective source, such as news outlets or industry publications, rather than from the company itself. This perceived objectivity can make publicity more trusted and influential than other forms of promotion, such as advertising or sales promotion.

Question 19

The ad for the Bose Wave radio/CD player in Newsweek magazine has a coupon that you could use to order the radio/CD player,a toll-free number you could call to place an order,and a Web site for placing orders.This ad is an example of _____ advertising.
A)direct-response
B)primary-demand
C)business-to-business
D)trade
E)secondary demand

Accepted Answer

This ad is an example of direct-response advertising because it includes a coupon and a toll-free number for customers to place an order immediately.

Question 20

Sales promotions targeted to the ultimate users of a product such as sampling,coupons,contests,or sweepstakes are known as:
A)consumer-oriented sales promotion
B)trade-oriented sales promotion
C)direct marketing incentives
D)public relations
E)strategic promotions

Accepted Answer

Consumer-oriented sales promotion refers to incentives and techniques designed to stimulate demand for a product among end-users or consumers. Sampling, coupons, contests, and sweepstakes are examples of such promotion techniques. Trade-oriented sales promotion, on the other hand, is aimed at channel partners or intermediaries to boost sales to the end-users. Direct marketing incentives include direct mail, email marketing, and telemarketing, while public relations involves managing communication and reputation with various stakeholders. Strategic promotions involve a wider range of marketing activities beyond sales promotions.

Quiz 1: An Introduction to Integrated Marketing Communications

_____ is nonpersonal communication neither directly paid for nor run under identified sponsorship.

When the individual voted off of The Survivor reality series appears on David Letterman as a guest to discuss the series and his or her role in the series,it is an example of __________________ for the CBS television show.

Chicken of the Sea includes coupons in their magazine advertisements.This is an example of:

One of the major tools of direct marketing is ______ advertising,whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.

Sales promotion programs targeted toward marketing intermediaries such as wholesalers,distributors,and retailers are known as:

Coldwater Creek is a retailer that uses its Web site to promote and sell new merchandise. Coldwater Creek views the Internet as a(n) _____ medium.

Which of the following statements about publicity and public relations is true?

Which of the following statements describes a disadvantage associated with publicity?

_____ includes those marketing activities that provide extra value or incentives for purchasing a product such as coupons and premiums.

One of the primary advantages inherent in the use of publicity is its:

Which of the following is NOT a technique used to generate publicity?

How does advertising differ from publicity?

The Internet is:

According to the text,which of the following is NOT an example of an interactive medium?

Because of the perceived objectivity of the source,which element of the promotional mix is usually regarded as most credible?

The ad for the Bose Wave radio/CD player in Newsweek magazine has a coupon that you could use to order the radio/CD player,a toll-free number you could call to place an order,and a Web site for placing orders.This ad is an example of _____ advertising.

Sales promotions targeted to the ultimate users of a product such as sampling,coupons,contests,or sweepstakes are known as: