Question 1

An advertisement by a dishwashing liquid that invites you to visit their Web site to learn how the product is being used to help our environment is an example of:

Accepted Answer

To sell ideas, organizations use nonproduct advertising.

Question 2

When a fast-food chain entered the Chinese market,it was at a time when childhood obesity was becoming a real problem.As a result,the chain teamed with the Chinese education system to develop nutrition classes for elementary school students featuring their mascot,a clown.The clown show was an example of _____ because it showed the fast-food chain as a company that cares about its consumers.

Accepted Answer

Public relations is an umbrella process - much like marketing - responsible for managing the firm's relationships with its various publics.

Question 3

The advertising targeted at the pet stores to increase the sale of pet food is:

Accepted Answer

Companies aim trade advertising at resellers (wholesalers, dealers, and retailers)to obtain greater distribution of their products.

Question 4

The advertising used by high-end car companies creates the perception that the automobile is a luxury product and is intended for the elite.Which element of its marketing strategy most likely dictates its use of image advertising?

Accepted Answer

As a marketing communications tool, advertising enables marketers to reach more prospects at lower cost than a salesperson could ever do. Further, the creativity inherent in advertising allows the marketer to create an image or personality, full symbolic meaning and benefits, for the company's brand.

Question 5

The process of integrating all the messages created by an advertiser's various communication agencies and sent out by various departments within the company to achieve consistency is called:

Accepted Answer

Integrated marketing communications is the process of coordinating and integrating all the various communication channels and messages to ensure they are consistent and complementary. It involves bringing together different communication agencies and departments within a company to work towards a common goal and create a unified message for the target audience.

Question 6

Gary Silva,senior vice president of sales of an auto parts store,says his store doesn't have a cookie-cutter layout but builds stores based on market need,with each designed independently."It would be easier if all the stores had the exact same layout,but it's not the right thing to do for independent owners because some areas have more professional customers and others have more do-it-yourselfers," he explained.From this information,you know that his store targets both _____ markets.

Accepted Answer

There are two main types of target markets, consumers and businesses.

Question 7

The thirteen-year-old teenage boy will more than likely ignore the commercial about preventing baldness because he is NOT the part of the advertiser's:

Accepted Answer

A firm's marketing activities are always aimed at a particular segment of the population - its target market.

Question 8

The type of advertising published in a psychiatry journal aimed at the practitioners is called:

Accepted Answer

Advertising aimed at teachers, accountants, doctors, dentists, architects, engineers, lawyers, and the like is called professional advertising and typically appears in official publications of professional societies.

Question 9

In 2002,a Swedish home electrical appliance manufacturer decided to use the same advertising message wherever it advertised around the world.In other words,the company decided to use:

Accepted Answer

Global marketers may use global advertising, in which messages are consistent in ads placed around the world.

Question 10

Which of the following types of advertising is considered good at creating awareness and credibility for a business firm at relatively low cost?

Accepted Answer

Public relations advertising is considered good at creating awareness and credibility for a business firm at relatively low cost. It involves creating and disseminating positive news about the company and its products/services through press releases, media relations, events, and social media. Unlike other types of advertising, public relations advertising does not involve paid media placement, hence it is relatively cheap. Moreover, it is perceived as more credible and trustworthy than paid advertising because it is presented as news or information rather than as a sales pitch.

Question 11

Which of the following activities refers to all the planned messages that companies and organizations create and disseminate to support their marketing objectives and strategies?

Accepted Answer

Marcom (Marketing Communications) refers to all the planned messages that companies and organizations create and disseminate to support their marketing objectives and strategies. It includes advertising, sales promotion, public relations, personal selling, and direct marketing.

Question 12

Which of the following organizations is most likely to use PSA?

Accepted Answer

Consumer advertising includes most of the advertising we see in the mass media. This includes public service announcements (PSAs)from organizations such as the American Cancer Society or the Partnership for a Drug-Free America.

Question 13

Which of the following is a major drawback to the use of personal selling?

Accepted Answer

Personal selling is a highly personalized form of marketing, which requires a high level of interpersonal skills and communication. Because of the involvement of salespeople, personal selling incurs higher per-customer costs compared to other forms of promotion. This is a major drawback, especially for companies with limited resources, as personal selling can become prohibitively expensive. Therefore, choice B, "Its high per-customer costs," is the most fitting answer among the given options.

Question 14

The ad for sunny Florida beaches is designed to make people want to visit Florida.It contains a Web site address and a toll-free number that can be used by people planning a vacation to Florida.This type of advertising is an example of:

Accepted Answer

Direct-response advertising seeks an immediate, direct response from the reader.

Question 15

The two primary types of target markets are _____ markets.

Accepted Answer

The two primary types of target markets are business markets, which involve selling products or services to other businesses, and consumer markets, which involve selling directly to individual consumers.

Question 16

The brochure you receive from the ceiling fan manufacturer,the pamphlet of recipes from the producers of cranberry juice products,and the instructions that came with your new telephone system are all examples of:

Accepted Answer

Companies use a wide variety of promotional tools other than media advertising to communicate information about themselves and their brands. These collateral materials include fliers, brochures, catalogs, posters, sales kits, product specification sheets, instruction booklets, and so on.

Question 17

What type of advertising would an organization devoted to finding cures for catastrophic childhood diseases most likely use to raise donations?

Accepted Answer

Noncommercial advertising is used around the world by governments and nonprofit organizations to seek donations, volunteer support, or changes in consumer behavior.

Question 18

As of January 2006,a supermarket chain operated 142 supermarkets in the New York-New Jersey and Philadelphia metropolitan areas.The store only advertises in those states where it has stores.The store would more than likely use _____ advertising.

Accepted Answer

Some companies sell only in one part of the country or in two or three states. They use regional advertising, placing their ads in local media or regional editions of national media.

Question 19

A growing concern about accountability,the proliferation of new media,and the increasing cost of competition has led corporate management to realize that:

Accepted Answer

The statement mentions a concern about the difference between what companies advertise and what they actually do, indicating a need for accountability. This suggests that there are gaps between messaging and actions, highlighting a growing concern.

Question 20

In order to convey the benefits of sponsorship to a potential sponsor,a rodeo show would most likely use _____.This enables the marketer to answer the prospect's questions on the spot.

Accepted Answer

Personal selling is when salespeople deal directly with customers either face-to-face or via telemarketing.

Quiz 1: What Is Advertising Today