Question 1

The reinforcement of unfavorable ethnic or racial stereotypes is a legal concern directly associated with:

Accepted Answer

Reinforcement of unfavorable ethnic or racial stereotypes can be done through advertising by portraying certain groups in a negative light. This can be illegal under laws that prohibit discrimination and stereotyping. Public relations, sales promotion, and personal selling can also potentially reinforce stereotypes but may not necessarily be a direct legal concern.

Question 2

In the context of marketing communications,which of the following is an ethical and legal concern associated with public relations?

Accepted Answer

The answer of In the context of marketing communications,which of...

Question 3

In the context of marketing communications,identify an ethical and legal concern associated with sales promotion.

Accepted Answer

The answer of In the context of marketing communications,identify an...

Question 4

Which of the following is an ethical and legal concern associated with personal selling?

Accepted Answer

Misrepresenting product health can lead to harm and legal action against the salesperson and company. It is an ethical concern as it goes against honesty and integrity in selling. It is also a legal concern as false advertising is illegal and can result in lawsuits and fines.

Possible secondary answer:

Answer: D

Using unauthorized mailing lists can violate privacy laws and result in legal action against the salesperson and company. It is an ethical concern as it goes against the trust and respect that should be maintained with customers. However, it may not be as severe as misrepresenting product health, as it may not directly harm individuals.

Question 5

From a marketing management perspective,_____ is an important nonpersonal strategic device for maintaining a competitive advantage in a marketplace.

Accepted Answer

Advertising is a nonpersonal communication method that reaches a large audience through various media such as television, radio, print, outdoor, and digital platforms. It enables companies to create brand awareness, persuade customers to buy their products or services, and build a positive image in the marketplace. Advertising also helps to differentiate a company's offering from its competitors and maintain a competitive advantage. While direct marketing, personal selling, and telemarketing are also effective marketing tools, they are more personalized and one-to-one in nature, whereas advertising has a broader reach.

Question 6

The specialist viewpoint about the contribution of advertising to the economic health of a firm is primarily concerned with:

Accepted Answer

The answer of The specialist viewpoint about the contribution of...

Question 7

With regard to the objectives of advertising,identify the most accurate statement.

Accepted Answer

The ultimate goal of advertising, particularly in the case of business advertisers, is to increase sales and profits. The other options are not entirely accurate - advertising is justified on the basis of the revenue it generates, the cost of advertising should not exceed the incremental profits, and advertising is subject to the law of diminishing returns.

Question 8

The generalist viewpoint about the contribution of advertising to the economic health of a firm is primarily concerned with:

Accepted Answer

The generalist viewpoint is focused on the overall impact of advertising on the economic health of a firm, and therefore emphasizes metrics such as sales, profits, return on investment, and other financial indicators. This perspective takes a broad approach to evaluating the effectiveness of advertising in achieving business objectives.

Question 9

_____ is the first stage a firm's marketing communication tools must encourage and allow a potential buyer to experience.

Accepted Answer

The first stage in a firm's marketing communication tools must create awareness of the product or service among potential buyers. Before a buyer can make a decision about a product, they must first know about its existence. Therefore, the correct answer is Option D- Awareness.

Question 10

Owing to recent failed campaigns,an established advertising agency is at the risk of reaching bankruptcy.The agency's top-management does not want to release this news as it hopes to recover losses soon.It therefore plans to orchestrate news events to present a false appearance of widespread support for the company's position.This is an example of a legal concern directly related to _____.

Accepted Answer

This scenario is a clear example of a legal concern related to public relations. The agency is planning to manipulate news events to create a false appearance of support, which could be seen as fraudulent and deceptive. It may lead to legal consequences and affect the agency's reputation.

Question 11

Ursula,a conventional advertising manager,allocates a sizeable amount of funds toward advertising budgets.She is primarily concerned with the sales figures at the end of every quarter and calculates return on investment for her company's product portfolio.Based on these characteristics,which of the following approaches to advertising does Ursula follow?

Accepted Answer

The answer of Ursula,a conventional advertising manager,allocates a sizeable amount...

Question 12

Monarch Inc.manufactures Kuddles fabric softener.The company uses the image of a stuffed bear named Kuddles in television and print ads to promote its product.The bear,which is used for the purpose of sales promotion,also appears on T-shirts and on Monarch Inc's official Website,an online interface that connects the company to its customers.Recently,the Kuddle bear appeared as a spokesperson for a children's literacy campaign sponsored by Kuddles fabric softener.In this scenario,Monarch Inc.is combining all the aspects of marketing communication to present a consistent message through _____.

Accepted Answer

Monarch Inc. is using all forms of marketing communication, including advertising (TV and print ads), sales promotion (using the Kuddle bear), personal selling (interacting with customers through the website), and public relations (sponsoring a literacy campaign). The use of the Kuddle bear in all these forms of communication shows a consistency in message, which is the key aspect of integrated marketing communication.

Question 13

Which of the following is an ethical and legal concern directly associated with advertising?

Accepted Answer

The answer of Which of the following is an ethical...

Question 14

In the context of marketing communications,identify an ethical and legal concern associated with personal selling.

Accepted Answer

The answer of In the context of marketing communications,identify an...

Question 15

Which of the following elements of the promotional mix is most likely to encourage materialism and excessive consumption?

Accepted Answer

Advertising is most likely to encourage materialism and excessive consumption as it aims to create a desire for a product or service and persuade individuals to buy it. The constant exposure to advertisements can create a sense of need or want for material possessions, promoting a culture of consumerism. The other options may not have the same impact on encouraging materialism and excessive consumption.

Question 16

Aster Inc.has developed a new digital three-tier food steamer.Though the product comes with a self-explanatory manual,the controls and the operation of the appliance have to be explained to the customer on a one-to-one basis,in great detail.Which of the following elements of the promotional mix is Aster Inc.most likely to rely on to sell its products?

Accepted Answer

Personal selling is the most effective element of the promotional mix when it comes to explaining and demonstrating complex products such as the digital three-tier food steamer. It allows the salesperson to interact with the customer and address any concerns or questions they may have, ultimately leading to a more informed purchase decision.

Question 17

Which of the following is an ethical and legal concern associated with direct marketing communications?

Accepted Answer

Using consumer database information without consumers' authorization is both an ethical and legal concern, as it violates individuals' privacy rights and could also fall under deceptive marketing practices. It is important for companies to obtain consent and clearly disclose how the information will be used.

Option A refers to a retail practice and is not directly related to direct marketing communications. Option C refers to reinforcing stereotypes, which is an ethical concern but not specifically related to direct marketing. Option D refers to using economic power for favorable publicity, which is also an ethical concern but not directly related to direct marketing communications.

Question 18

Which of the following viewpoints about the contribution of advertising to the economic health of a firm sees advertising as a competitive weapon and places emphasis on the strategic aspects of the advertising function?

Accepted Answer

The marketing management approach views advertising as a strategic tool within the broader context of marketing strategies and tactics. It emphasizes the role of advertising in achieving competitive advantage and supporting the overall marketing goals of the firm.

Question 19

Which of the following is a factor that is responsible for hindering the successful implementation of integrated marketing communication?

Accepted Answer

Some advertising agencies may be reluctant to expand their role beyond traditional advertising, which can hinder the integration of various marketing communication tools.

Question 20

Forever Ageless,a cosmetic manufacturer,introduces a new range of anti-wrinkle creams.The company pays slotting allowances to a retailer in advance to ensure that its products are placed at the front counter of the store where sales are much greater than along the aisle.This act by Forever Ageless is an ethical and legal concern associated with _____.

Accepted Answer

The act of paying slotting allowances to retailers to ensure product placement at the front counter is a sales promotion strategy. However, slotting allowances have been a controversial issue as they can potentially create unfair competition and limit the access of smaller or newer brands to the market. Nevertheless, this practice is not illegal, and companies can use it as a way to increase their products' visibility and sales. Therefore, the ethical concern associated with this action is whether it aligns with the principles of fair competition and business practices.

Quiz 8: Integrated Marketing Communications