Question 1

Since nonprofit organizations are by and large prohibited from resorting to advertising, which of following forms of publicity do they rely on such that media donates time for advertising for contributions and donors?

Accepted Answer

Nonprofit organizations rely on public service announcements to receive donations and support. Public service announcements are non-commercial advertisements that are conducted as a public service by media outlets. These announcements are generally aired for free, as a contribution by the media company to support the non-profit organization's cause. Therefore, non-profit organizations turn to public service announcements as an effective form of publicity.

Question 2

Which of the following is a reason behind companies' efforts to cut back on trade and other promotions?

Accepted Answer

Companies may cut back on promotions to improve efficiencies in manufacturing and distribution systems, such as reducing the costs associated with producing and distributing promotional materials, coordinating with retailers regarding promotional activities, and managing inventory levels.

Question 3

A group of university students are asked to fill a survey which requires them to rank five different television advertisements on mobile software in the market in order of their preference. The survey mentions that the parameters on which the advertisements are to be rated include their credibility, the interest-level they generate, and their attractiveness. The survey the students fill out is a typical example of a(n):

Accepted Answer

The survey is asking the students to provide their opinion and ranking of different advertisements based on certain parameters. Hence, it is an opinion test. Recall tests assess how much someone can remember about a brand or an ad, awareness tests measure the level of familiarity with a brand or product, and recognition tests evaluate how well someone can recognize a brand or product.  None of these are applicable in this scenario.

Question 4

Rebates and refunds are a form of consumer promotion where:

Accepted Answer

Rebates and refunds are a form of consumer promotion where customers are given reimbursements for purchasing the product either on the spot or through mail. The refund is usually a portion of the purchase price and may require the customer to provide proof of purchase or fill out a form.

Question 5

Identify the form of publicity used for providing support for and associating an organization's name with events, programs, or even people such as amateur athletes or teams.

Accepted Answer

Sponsorship is the form of publicity used for providing support for and associating an organization's name with events, programs, or even people such as amateur athletes or teams. This type of publicity helps the organization build credibility, improve brand image, and reach a wider audience.

Question 6

Price deals are a form of consumer promotion where:

Accepted Answer

Price deals involve offering discounts from the regular price of a product to encourage customers to purchase it. Option A refers to free samples, option C refers to offering more of the product, and option D involves reimbursements after purchase.

Question 7

Premiums are:

Accepted Answer

Premiums are rewards or gifts that can come from purchasing a product.

Question 8

As Ted strolls through the city mall, a market researcher stops him and asks him to list the brands of candy bars that come to his mind in the first 30 seconds. Ted is then given a few advertising slogans and is asked to match them to their respective candy-bar brands. In this scenario, the market researcher is most probably conducting a(n) _____.

Accepted Answer

The market researcher is most likely conducting an awareness test, where they are trying to assess the level of awareness of different candy bar brands and their advertising slogans among customers like Ted.

Question 9

From a marketer's perspective, which of the following is a characteristic of direct marketing?

Accepted Answer

Direct marketing is a promotional strategy that involves sending a message directly to the target audience, usually through mail, email, phone, or text. One of the main objectives of direct marketing is to generate sales leads by reaching out to potential customers who have shown interest in a product or service. Therefore, option B is the characteristic of direct marketing. Option A is inaccurate because direct marketing can actually increase store traffic. Option C is debatable because direct marketing can be personalized and relevant based on the information collected from the target audience. Option D might not be completely true because direct marketing can be automated using technology.

Quiz 8: Integrated Marketing Communications