Question 1

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 state.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

Since A to Z is advertising their own store and their own promotion, it is most likely that they are using retail advertising.

Question 2

Which of the following is an example of trade advertising?
A)Mars Inc.is using print advertising to attract supply managers from other companies.
B)Pluto Inc., a toothpaste manufacturer, places an ad in Tooth Daily, a magazine frequently circulated among dentists.
C)CL Inc., a chocolate manufacturer, hopes to attract wholesalers and retailers by placing an ad in NextMag, a weekly hotel magazine.
D)James, a doctor, places an ad in a local newspaper to advertise his new clinic.
E)The State Egg Federation runs a series of television ads that educate people about the nutritional value of eggs.

Accepted Answer

Trade advertising is directed at wholesalers, distributors, retailers, and other members of the supply chain in order to encourage them to stock and sell a company's products. The ad placed by CL Inc. in NextMag, a weekly hotel magazine, is an example of trade advertising as it aims to attract wholesalers and retailers. The other options are not trade advertising as they target end consumers or professionals in different industries.

Question 3

Advertisements for CL brake products, True spark plugs, AM chassis parts, and Stone wheels featured in Tire Review, a journal for owners/operators of auto shops, are examples of _____ advertising.
A)retail
B)direct-response
C)business-to-business
D)direct-mail
E)primary-demand

Accepted Answer

These advertisements are targeted towards owners/operators of auto shops, which makes it business-to-business advertising.

Question 4

Which of the following best describes selective-demand advertising?
A)It focuses on creating demand for a specific company's brands.
B)It is done by retailers or local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment.
C)It focuses on creating demand for an entire industry.
D)It focuses on targeting individuals who buy or influence the purchase of industrial goods or services for their companies.
E)It is one of the four Ps of the marketing mix.

Accepted Answer

Selective-demand advertising is focused on creating demand for a specific company's brands, products or services. It aims to differentiate a particular brand from its competitors in the market and promote its unique features and benefits to attract the target audience. This type of advertising is typically used by established brands to reinforce their brand image and maintain their market share.

Question 5

_____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products.
A)Professional
B)Primary-demand
C)Retail
D)Business-to-business
E)Direct-response

Accepted Answer

Business-to-business advertising is aimed at companies that buy products or services to help their own businesses operate. It is sometimes referred to as industrial advertising, trade advertising, or commercial advertising.

Question 6

_____ advertising is targeted at marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand.
A)National
B)Selective-demand
C)Professional
D)Trade
E)Retail

Accepted Answer

Trade advertising is targeted at marketing channel members, such as wholesalers, distributors, and retailers, in order to encourage them to stock more of a particular brand. This type of advertising focuses on the benefits of carrying and selling a product, and may include promotions or incentives to encourage retailers to purchase more inventory.

Question 7

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, which is aimed at creating brand awareness and promoting the product to the general public. Primary demand advertising is used to create a demand for a product category rather than a specific brand. Trade advertising is aimed at businesses rather than consumers. Business-to-business advertising is used to promote products or services to other businesses. Professional advertising is aimed at professionals in a specific field, such as doctors or lawyers. None of these options fit the description of Stylo's advertising strategy.

Question 8

Which of the following statements is true of direct marketing?
A)Traditionally, it has not been considered an element of the promotional mix.
B)It is synonymous with direct mail.
C)The rapid growth of the Internet is discouraging the growth of direct marketing.
D)It is seldom, if ever, used by companies that have an external sales force.
E)It is less direct when compared to mail-order catalogs.

Accepted Answer

Traditionally, direct marketing was not considered a core element of the promotional mix, which traditionally included advertising, sales promotion, personal selling, and public relations. However, the evolution of consumer behavior and technology has elevated the importance of direct marketing within the promotional mix.

Question 9

Munroe Dairy, 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 used to create demand for an entire product category, rather than a specific brand. Munroe Dairy's global ads are promoting the benefits of drinking milk, which is an example of creating demand for milk as a product category.

Question 10

The National Egg Association has been promoting the benefits of eggs for many years.It aims to educate customers about the nutritional values of eggs through ads which are aired in several states.It is making use of
A)direct-response advertising.
B)professional advertising.
C)primary-demand advertising.
D)selective-demand advertising.
E)trade advertising.

Accepted Answer

The National Egg Association's ads aim to promote the overall demand for eggs by educating customers about the nutritional benefits of eggs. This is an example of primary-demand advertising.

Question 11

DocStock Inc., a company that manufactures stethoscopes, has placed an ad in MediMag, a magazine primarily read by doctors.The company is trying to improve sales by directly reaching out to its primary market segment.This is an example of\
A)business-to-business advertising.
B)trade advertising.
C)professional advertising.
D)primary-demand advertising.
E)direct-action advertising.

Accepted Answer

Professional advertising targets specific professional groups, such as doctors in this case, by promoting products relevant to their field. Since DocStock Inc. is advertising stethoscopes in a magazine read by doctors, it is an example of professional advertising.

Question 12

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 in creating awareness of a brand and its products/services among the target audience. It also helps in shaping consumer perceptions, influencing purchase decisions, and creating a positive image for the brand.

Question 13

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 specifically designed to attract customers and increase foot traffic and sales for a specific retail store or chain. It usually involves promoting specific products, sales, or events, and its goal is to persuade potential customers to visit the store and make a purchase. Therefore option C is the correct answer.

Question 14

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 focuses on creating demand for a specific company's brand among consumers. Primary-demand advertising aims to create demand for a whole product category, while trade advertising is aimed at wholesalers and retailers, professional advertising targets professionals, and industrial advertising targets other businesses.

Question 15

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.

Question 16

Which of the following is an example of retail advertising?
A)Advertisement of a health drink that compares its benefits to its competitor's
B)Advertising done by the Beef Council to stimulate the demand for beef
C)Advertisement for Fizzy Cola placed in a trade magazine to promote it to food store managers
D)Advertisement for Pink Airlines that appears in newspapers all across the country
E)Newspaper advertisement for a discount at a restaurant located on the outskirts of San Diego

Accepted Answer

Retail advertising is aimed at promoting products or services directly to consumers, typically through mass media outlets such as newspapers, radio, television, or digital media channels. Option E is an example of retail advertising because it promotes a discount at a restaurant to attract customers to visit and make a purchase. The other options are not examples of retail advertising because they target different audiences, such as wholesalers (C), health-conscious consumers (A), or industry-specific professionals (B and D).

Question 17

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 aims to create demand for a general product class or entire industry, rather than specific products or brands. Its purpose is to generate interest and awareness among potential customers who may not have previously considered purchasing products in that category.

Question 18

Retail or 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

Direct-action advertising is the type of advertising that encourages customers to take immediate action, such as visiting a store or making a purchase. This is commonly used in local or retail advertising to drive traffic and sales to a specific location. Trade advertising is aimed at other businesses in the industry, selective-demand advertising is aimed at a specific target market, bait-and-switch advertising is unethical, and indirect-response advertising is focused on brand building rather than driving immediate sales.

Question 19

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)B2B

Accepted Answer

Direct-action advertising is designed to encourage immediate action from the consumer, such as making a purchase. Its primary goal is to build store traffic and encourage sales.

Question 20

_____ 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 is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment. This type of advertising is typically aimed at consumers who live close to the store or service in question, and is designed to create awareness of the local option over larger corporations or rivals.

Quiz 1: An Introduction to Integrated Marketing Communications

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 state.A to Z most likely used

Which of the following is an example of trade advertising?

Advertisements for CL brake products, True spark plugs, AM chassis parts, and Stone wheels featured in Tire Review, a journal for owners/operators of auto shops, are examples of _____ advertising.

Which of the following best describes selective-demand advertising?

_____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products.

_____ advertising is targeted at marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand.

Which of the following statements is true of direct marketing?

Munroe Dairy, 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

The National Egg Association has been promoting the benefits of eggs for many years.It aims to educate customers about the nutritional values of eggs through ads which are aired in several states.It is making use of

DocStock Inc., a company that manufactures stethoscopes, has placed an ad in MediMag, a magazine primarily read by doctors.The company is trying to improve sales by directly reaching out to its primary market segment.This is an example of\

Which of the following is true of advertising?

Which of the following is true of retail advertising?

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

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.

Which of the following is an example of retail advertising?

Primary-demand advertising is designed to

Retail or local advertising often takes the form of

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

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