Question 1

Which of the following is true of advertising as a form of promotion?
A)Low cost per contact
B)Non-paid form of promotion
C)Sponsor or advertiser not identified
D)Immediate feedback and capability to close sales
E)Makes use of non-traditional media

Accepted Answer

Advertising typically has a low cost per contact compared to other forms of promotion like personal selling or direct marketing.

Answer: D
 While advertising may not have immediate feedback, it does have the capability to close sales by presenting convincing messages to a large audience.

Question 2

Which promotional mix element would best suit a firm that wants to reach a large consumer audience while keeping the cost per contact low and creating a symbolic image or appeal for a new brand?
A)Advertising
B)Personal selling
C)Sampling
D)Couponing
E)Door-to-door selling

Accepted Answer

Advertising allows a firm to reach a large consumer audience with a single message at a low cost per contact. Additionally, advertising can effectively create a symbolic image or appeal for a new brand.

Question 3

Retail/local advertising often takes the form of:
A)trade advertising.
B)selective-demand advertising.
C)bait and switch advertising.
D)direct-action advertising.
E)indirect response advertising.

Accepted Answer

Retail/local advertising typically involves direct-action advertising to encourage consumers to take immediate action, such as visiting a physical store or making a purchase. Options A, B, C, and E refer to other types of advertising that are not typically used in a retail/local advertising context.

Question 4

Which of the following elements of the promotional mix is defined as a paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media?
A)Advertising
B)Branding
C)Packaging
D)Publicity
E)Sales promotion

Accepted Answer

Advertising is defined as a paid form of nonpersonal presentation of ideas, goods or services by an identified sponsor using predominantly mass media. The other options, branding, packaging, publicity, and sales promotion, may be a part of the promotional mix, but they are not specifically defined as paid forms of nonpersonal presentation using mass media.

Question 5

Which the following factors is generally neglected through the use of advertising?
A)Ability to reach mass markets
B)Low cost per contact
C)Ability to create brand images and symbolism
D)Immediate feedback
E)Control of message content and media placement

Accepted Answer

Advertising does not typically provide immediate feedback on the effectiveness of the message or campaign. Other marketing strategies, such as direct marketing, may provide more immediate feedback.

Question 6

The basic elements that are used to accomplish an organization's marketing communication objectives are referred to as:
A)the marketing mix.
B)marketing strategy tools.
C)the growth-share matrix.
D)the promotional mix.
E)the hype cyclE.The basic tools used to accomplish an organization's communication objectives are often referred to as the promotional mix.Traditionally, the promotional mix has included four elements: advertising, sales promotion, publicity/public relations, and personal selling.

Accepted Answer

The basic elements used to accomplish an organization's marketing communication objectives are referred to as the promotional mix, which traditionally includes advertising, sales promotion, publicity/public relations, and personal selling. Therefore, option D - the promotional mix - is the best choice.

Question 7

Which of the following is true of advertising?
A)Advertising attempts to create a personal relationship with the consumers.
B)The nature and purpose of advertising is usually the same across various industries.
C)Advertising is a valuable tool for building brand and company equity.
D)Advertising is used only for the promotion of mass consumer products.
E)One disadvantage of advertising is that it is extremely personal to consumers.

Accepted Answer

Advertising is a valuable tool for building brand and company equity as it helps to create awareness, influence consumer attitudes and perceptions, and ultimately increases sales and profitability. It can also differentiate a company from its competitors and establish a unique brand identity. While the nature and purpose of advertising may differ across industries and target audiences, the ultimate goal is usually to increase sales and build brand equity. Advertisements are not extremely personal to consumers as they are typically aimed at large audiences. However, advertising can attempt to create a personal relationship with consumers through targeted messaging and personalized advertisements.

Question 8

Which of the following is true of retail advertising?
A)It is done by large companies on a nationwide basis or in most regions of the country.
B)It takes the form of direct-response advertising.
C)It is done to build store traffic and sales.
D)It is designed to stimulate demand for the general product class or an entire industry.
E)It is targeted at marketing channel members such as wholesalers, distributors, and suppliers.

Accepted Answer

Retail advertising is aimed at attracting customers to visit a store and make a purchase. Its primary objective is to drive traffic and sales to a particular store or stores.

Answer: A and D are partially true 
 While large companies with nationwide or regional operations may undertake retail advertising, the primary purpose of this advertising is to drive sales and traffic for a specific location. Similarly, some retail advertising may be designed to stimulate demand for a product class or industry, but this is not the primary purpose of such advertising.

Answer: B and E are incorrect 
 Direct-response advertising is not typically associated with retail advertising. Retail advertising is aimed at consumers, not marketing channel members like wholesalers and distributors.

Question 9

With respect to consumer markets, advertising done by manufacturers of well-known brands on a countrywide basis or in most regions of the country is known as _____ advertising.
A)professional
B)trade
C)business-to-business
D)national
E)direct-response

Accepted Answer

National advertising refers to advertising done by manufacturers of well-known brands on a countrywide basis or in most regions of the country. Professional advertising is aimed at professionals, trade advertising targets intermediaries, business-to-business advertising is between businesses, and direct-response advertising aims for a response from the customer.

Question 10

Advertising done for the purpose of building store traffic and encouraging consumers to make a purchase takes the form of _____ advertising.
A)trade
B)facultative
C)professional
D)direct-action
E)B-to-B

Accepted Answer

Direct-action advertising is designed to stimulate an immediate response from the consumer, such as visiting a store or making a purchase. It is often used to create store traffic and encourage purchases, making it the best choice for the given scenario. Trade advertising focuses on reaching other businesses, facultative advertising is not a recognized category, professional advertising is aimed at promoting professional services, and B-to-B advertising is geared toward promoting business-to-business transactions.

Question 11

Primary-demand advertising is designed to:
A)influence the purchase of only industrial goods and services.
B)stimulate demand for a general product class or entire industry.
C)help launch a specific line extension.
D)stimulate demand for existing products that are "dying."
E)create a market share gain for the industry leader.

Accepted Answer

Primary-demand advertising is used to create a demand for a general product class or the entire industry. It is aimed at stimulating consumer interest and demand for a type of product rather than a specific brand within that product category. The objective of primary-demand advertising is to attract potential customers to the product category and to increase overall sales for the industry as a whole.

Question 12

Stylo, a perfume manufacturing company, spends about $1,000,000 annually on advertising. The company seeks to remind its customers in the United States about the brand and its features, benefits, and uses. It primarily strives to reinforce its image and initiate product purchase. In the context of the types of advertising to consumer markets, Stylo is using _____.
A)national advertising
B)primary demand advertising
C)trade advertising
D)business-to-business advertising
E)professional advertising

Accepted Answer

Stylo is using national advertising as it aims to reach a wide consumer market in the United States and reinforce its brand image. Primary demand advertising is focused on creating demand for an entire product category, while trade advertising is aimed at wholesalers and retailers, and business-to-business and professional advertising are targeted towards other businesses and professionals, respectively.

Question 13

_____ advertising is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment.
A)Trade
B)Professional
C)Direct response
D)Retail
E)National

Accepted Answer

Retail advertising aims to drive traffic and sales to a specific store, service, or establishment. It is mainly used by local merchants to encourage customers to shop within their community.

Question 14

A to Z, a supermarket in New Jersey, placed a weekly advertisement in the local newspapers. The advertisement stated that A to Z would provide its customers all vegetables at a flat rate of $5 from Monday to Wednesday between 1 p.m. and 3 p.m. at select locations in the city. A to Z most likely used _____.
A)national advertising
B)trade advertising
C)retail advertising
D)primary-demand advertising
E)direct response advertising

Accepted Answer

Retail advertising is focused on promoting products and services directly to consumers. In this case, A to Z is advertising a special sale for its customers in select locations, which falls under the category of retail advertising.

Question 15

The best-known and most widely discussed form of promotion is:
A)personal selling.
B)sales promotion.
C)direct marketing.
D)advertising.
E)publicity/public relations.

Accepted Answer

Advertising is the best-known and most widely discussed form of promotion, as it involves paid communication of messages through different media such as TV, radio, newspapers, magazines, billboards, social media, and more. It typically aims to reach a large audience and create awareness, interest, desire, and action for a product, service, or brand. It can be used for various purposes, such as informing, persuading, reminding, and reinforcing, and it can be tailored to specific target groups based on demographics, psychographics, behavior, and context. Advertising can be costly but can also provide measurable results and a strong impact on consumer behavior and brand equity.

Question 16

Advertising is defined as any:
A)paid form of nonpersonal communication about a product, service, or company.
B)form of media communication which provides an opportunity for immediate feedback.
C)communication that moves a product from one level to another level of the distribution channel.
D)personal communication from a company's representative to prospective buyers.
E)nonpersonal communication about a product or service that is not paid for or run under identified sponsorship.

Accepted Answer

Advertising is specifically defined as a paid form of nonpersonal communication, as opposed to other forms of communication such as personal selling or public relations.

Question 17

In the context of advertising for consumer markets, _____ advertising focuses on creating demand for a specific company's brand.
A)primary-demand
B)selective-demand
C)trade
D)professional
E)industrial

Accepted Answer

Selective-demand advertising aims to create demand for a particular company's brand. Primary-demand advertising seeks to create demand for a product category as a whole, while trade advertising targets wholesalers and retailers. Professional advertising is aimed at professionals in a particular industry, and industrial advertising focuses on promoting products or services to other businesses.

Question 18

Which of the following features of direct-response advertising differentiates it from other forms of advertising?
A)It provides for immediate feedback from the message recipient.
B)It makes use of only magazines as a primary medium of advertising.
C)It is a form of nonpersonal mass media communication medium.
D)It is most widely used because of its pervasiveness.
E)It is a paid form of mass media communication medium.

Accepted Answer

Direct-response advertising provides for immediate feedback from the message recipient, which differentiates it from other forms of advertising. Other forms of advertising may not receive immediate feedback or may receive delayed feedback.

Question 19

Clave Inc., a large soap manufacturing firm, has introduced a new soap known as Honeydew. It wants to promote the soap to broad audiences across various countries in a persuasive and cost-effective manner. At the same time, it also wants to enhance the overall company image. It has a promotional budget of about $1,000,000. Which of the following forms of promotion should Clave make use of for the promotion of Honeydew?
A)Mass advertising
B)Direct marketing
C)Personal selling
D)Sales promotion
E)Publicity

Accepted Answer

Mass advertising is suitable for reaching broad audiences in a persuasive and cost-effective manner, and it can also help enhance the overall company image.

Question 20

Milky Way Inc., a manufacturer of dairy products, has come up with new global ads that promote the benefits of drinking milk as well as demonstrate the various uses of milk. This is an example of:
A)trade advertising.
B)primary-demand advertising.
C)secondary-demand advertising.
D)retail advertising.
E)professional advertising.

Accepted Answer

Primary-demand advertising is a type of advertising that promotes a product category rather than a specific brand. In this case, Milky Way Inc. is promoting the benefits of drinking milk in general, rather than specifically promoting their brand.

Quiz 1: An Introduction to Integrated Marketing Communications

Which of the following is true of advertising as a form of promotion?

Which promotional mix element would best suit a firm that wants to reach a large consumer audience while keeping the cost per contact low and creating a symbolic image or appeal for a new brand?

Retail/local advertising often takes the form of:

Which of the following elements of the promotional mix is defined as a paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media?

Which the following factors is generally neglected through the use of advertising?

The basic elements that are used to accomplish an organization's marketing communication objectives are referred to as:

Which of the following is true of advertising?

Which of the following is true of retail advertising?

With respect to consumer markets, advertising done by manufacturers of well-known brands on a countrywide basis or in most regions of the country is known as _____ advertising.

Advertising done for the purpose of building store traffic and encouraging consumers to make a purchase takes the form of _____ advertising.

Primary-demand advertising is designed to:

_____ advertising is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment.

The best-known and most widely discussed form of promotion is:

Advertising is defined as any:

In the context of advertising for consumer markets, _____ advertising focuses on creating demand for a specific company's brand.

Which of the following features of direct-response advertising differentiates it from other forms of advertising?

Milky Way Inc., a manufacturer of dairy products, has come up with new global ads that promote the benefits of drinking milk as well as demonstrate the various uses of milk. This is an example of: