Question 1

The most typical action objectives of corporate image advertising are: investment, supply, employment, and to not attack.

Accepted Answer

The four typical action objectives of corporate image advertising are investment, supply, employment, and to not attack.

Question 2

Corporate image advertising aims to increase corporate reputation after increasing corporate brand awareness because awareness is the carrier of the reputation.

Accepted Answer

Corporate image advertising is a form of advertising that aims to enhance the overall reputation of a company, rather than promoting specific products or services. The primary goal of this type of advertising is to increase brand awareness and strengthen the positive associations that consumers have with a particular company. By creating a strong corporate image, companies can build trust and credibility with their target audience, which can ultimately lead to increased sales and loyalty. However, it is important to note that corporate image advertising is typically focused on building reputation after brand awareness has been established, as awareness is considered the carrier of the reputation.

Question 3

For corporate image advertising, the manager is well advised to use either an instinctual or an archetypal selling proposition.

Accepted Answer

Using an instinctual or archetypal selling proposition can connect with consumers on a deeper, emotional level and create a strong corporate image.

Question 4

Most sponsorships produce a positive effect on company stock prices and on sales.

Accepted Answer

Not all sponsorships lead to positive effects on stock prices and sales; the impact varies depending on factors such as the nature of the sponsorship, the company's industry, and market conditions.

Question 5

A company logo is usually sufficient to achieve the two basic positioning objectives of linking the corporate brand to the appropriate category need and communicating its key benefit.

Accepted Answer

A company logo, while important for brand recognition, is often not sufficient by itself to achieve the two basic positioning objectives. Effective positioning typically requires a combination of elements such as messaging, marketing strategies, and customer experiences to clearly link the corporate brand to the appropriate category need and communicate its key benefit.

Question 6

Estimating the number and attention values of the OTSs in terms of their contribution towards minimum effective frequency (MEF) is easy.

Accepted Answer

Estimating the number and attention values of the OTSs in terms of their contribution towards minimum effective frequency (MEF) is not an easy task as it requires a thorough understanding of the target audience and their media consumption habits.

Question 7

Paid corporate publicity and corporate entertainment of prospective and current clients these days are usually lumped together as public relations or PR.

Accepted Answer

Paid corporate publicity and corporate entertainment are both considered as part of public relations efforts to build relationships with stakeholders, including clients.

Question 8

Corporate mission is defined as an inspirational statement of what you expect to do with the company brand.

Accepted Answer

Corporate mission is defined as a statement of the organization's purpose, what it wants to achieve in the larger environment. It focuses on the present and serves as a guide for decision making and strategic direction.

Question 9

Big companies can initiate positive publicity by issuing regular news releases, publicizing new developments in corporate image ads, and advertising the company's "socially responsible" sponsorships.

Accepted Answer

Big companies can indeed initiate positive publicity through news releases, corporate image ads, and promoting socially responsible sponsorships.

Question 10

With a genuine crisis facing the company, there are only two viable strategies that the company can adopt to respond to it.

Accepted Answer

There are typically multiple strategies a company can adopt in response to a crisis, not limited to just two. These can range from communication strategies, operational adjustments, financial restructuring, to strategic partnerships, among others, depending on the nature of the crisis.

Question 11

Corporate image advertising, sponsorships, and public relations (PR) are conceptually identical types of marcoms and are direct means of generating awareness and preference for the corporate brand or master brand.

Accepted Answer

Corporate image advertising, sponsorships, and PR all have the same goal of promoting awareness and preference for the corporate brand, making them conceptually identical types of marcoms.

Question 12

Corporate image advertising is aimed at outside stakeholders, not current employees.

Accepted Answer

Corporate image advertising is aimed at both outside stakeholders and current employees, as it seeks to enhance the overall image of the company, which can affect employee morale and attract talent, in addition to influencing customers, investors, and the public.

Question 13

Dowling identifies five situations in which corporate image advertising is useful and one of them is when the product has a short purchase cycle.

Accepted Answer

Corporate image advertising is typically more useful for products with a long purchase cycle, as it aims to build a lasting brand image and reputation over time, rather than prompting immediate sales.

Question 14

When planning the content of corporate image advertising by applying the CESLIP presenter model, the sincerity characteristic can increase trust in the organization.

Accepted Answer

The sincerity characteristic of the CESLIP presenter model refers to the speaker's honesty and transparency. By projecting sincerity in corporate image advertising, the organization can build trust with the audience.

Question 15

Sponsored events should be chosen for their capacity to communicate at least one of the brand's key benefits.

Accepted Answer

Sponsored events provide a platform to communicate a brand's key benefits to its audience and therefore, should be chosen based on their ability to communicate these benefits.

Question 16

The most important measure of company awareness from a sponsored event is whether people can recall or recognize the company that sponsored the event.

Accepted Answer

The answer of The most important measure of company awareness...

Question 17

PR will overtake corporate image advertising and sponsorships as the main form of corporate marcoms.

Accepted Answer

Corporate image advertising, sponsorships, and PR each serve unique roles in corporate marketing communications (marcoms), and their effectiveness varies by company goals, industry, and target audience. No single approach is universally set to overtake the others as the main form of marcoms.

Question 18

Companies in controversial or demonized industries - such as nuclear power companies, tobacco companies, or munitions manufacturers - should keep a low profile and not use PR.

Accepted Answer

Companies in controversial or demonized industries should use PR to educate the public about their products, services, and industry practices. By being transparent and proactive, they can mitigate negative perceptions and reassure stakeholders that they are acting ethically and responsibly. Not using PR may lead to misunderstandings or misrepresentations of their actions or intentions, which can further damage their reputation.

Question 19

Corporate identity refers to the signage and symbols that the company uses to identify itself to people.

Accepted Answer

Corporate identity includes visual elements like logos, signage, and symbols that a company uses to identify itself to customers and stakeholders.

Question 20

With negative publicity, the organization should do daily surveys for a week or so to determine whether it can safely be ignored.

Accepted Answer

Daily surveys can help determine the impact of negative publicity and whether it needs to be addressed or can be safely ignored.

Quiz 13: Corporate Image Advertising, Sponsorships, and PR