Deck 12: Engaging Consumers and Communicating Customer Value: Advertising and Public Relations 

Question 1

In a marketing communications mix, refers to any short-term incentive that encourages the purchase or sale of a product or service.

A) advertising
B) sales promotion
C) public relations
D) crowdsourcing
E) personal selling

Answer 1

B

Question 2

TechGreen is launching a line of miniature solar chargers for laptops, cellphones, and other electronic devices. The chargers are compact and affordable, and the green energy technology is a value-added benefit for both the company and consumers. Which of the following would qualify as an advertisement for TechGreen's new solar
Chargers?

A) an endorsement by a national environmental organization to tout the benefits of the new solar chargers
B) a press conference to discuss the various benefits, including environmental features
C) an online lottery where interested buyers have a chance to win a prize
D) the use of dedicated sales personnel to explain the qualities of the new solar chargers to retailers
E) a front-page notice of the release of TechGreen's solar chargers in all leading newspapers

Answer 2

E

Question 3

Window Concepts has introduced a new line of windows that offer the same benefits as solar panels in reducing heating and cooling costs in homes. The state-of-the-art windows will also contribute to the slowing of global warming while providing energy reliability. The company sends a team of representatives to the National Doors and Windows Trade Show to promote the new line of windows. Which promotion mix tool has Window
Concepts used in this scenario?

A) public relations
B) crowdsourcing
C) crowdcasting
D) personal selling
E) advertising

Answer 3

D

Question 4

In a promotion mix, involve(s) personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

A) advertising
B) direct marketing
C) indirect procurement
D) predictive analyticals
E) public relations

Question 5

tends to legitimize products, is very expressive, allows brand or company dramatization, and can build up a long-term image for a product.

A) Telephone marketing
B) Direct mailing
C) Television advertising
D) Door-to-door selling
E) Printed-catalog marketing

Question 6

Which of the following is an effect of the advancement of technology on marketing?

A) Consumers rely less on marketer-supplied information than in the past.
B) Fragmented markets have assimilated into a few mass markets.
C) Marketers have increasingly moved toward mass-marketing techniques.
D) Marketers go through more intermediaries to connect with consumers.
E) Marketers tend to supply less information to consumers than in the past.

Question 7

Power Pro, a leading manufacturer of lawn and garden equipment, releases a new line of cordless, lightweight, electric weed trimmers. To boost sales, Power Pro issues a 50 percent off coupon to the first 100 buyers at all Home Depot stores in Ontario. Which element of the promotion mix has Power Pro used in this scenario?

A) sales promotion
B) public relations
C) crowdsourcing
D) personal selling
E) advertising

Question 8

Which of the following is true of advertising in the new marketing communications model?

A) Advertisers have replaced print catalogues with digital versions.
B) Advertisers are increasingly shifting toward digital media.
C) Advertisers are finding traditional media less expensive.
D) Advertisers are spending more on broadcast advertising.
E) Advertisers are using less targeted media to reach customers.

Question 9

Which of the following is a function of an integrated marketing communications system?

A) controlling production levels by feedback received from customers
B) designing products using environmentally friendly techniques
C) delivering a clear, consistent, and compelling message on the product to each brand contact
D) allowing suppliers or vendors to manage the inventory of products
E) sharing company forecasting details with shareholders

Question 10

Studio 19 is a dance studio geared to adults who want to learn ballroom and Latin dance. When individuals call the studio, they're encouraged to access the website to receive a $25 e-coupon entitling them to a free half hour of dance instruction. Once they become patrons, text messages are sent to share news about featured dance instructors and upcoming special events. Which of the following promotion mix tools does Studio 19 employ to reach target customers?

A) personal selling
B) public relations
C) retailing
D) crowdsourcing
E) direct marketing

Question 11

Rather than just creating and placing "TV ads" or "print ads" or "Snapchat branded stories," many marketers now view themselves more broadly as managers.

A) integrated marketing communication
B) direct marketing
C) social media marketing
D) content marketing
E) multi-media marketing

Question 12

Which of the following is true of marketing strategies that are being developed in the new marketing communications model?

A) They target much larger customer segments.
B) They include a greater number of print media ads.
C) They rely more on mass-media marketing techniques.
D) They use very little alternative media.
E) They are more targeted, social, and engaging.

Question 13

What is a promotion mix? Define the major tools used in a promotion mix.

Question 14

is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

A) Advertising
B) Personal selling
C) Direct marketing
D) Sales promotion
E) Public relations

Question 15

ColaBlue, a soft drink manufacturer, is sued by an environmental group for not meeting certain safety standards in its waste disposal. ColaBlue remedies the problem by adding higher-grade filters and purifiers. Which of the following actions by ColaBlue would constitute a public-relations effort to address the effects of the lawsuit and the consequent damage to its brand image?

A) making new advertisements for ColaBlue products and sponsoring shows on television
B) holding a press conference to explain the remedial steps that ColaBlue has taken
C) tying in with local restaurants to promote exclusive sales of ColaBlue soft drinks
D) lowering prices of ColaBlue's products in the short term
E) having well-trained personnel at retail outlets to explain the different ranges of products the company provides

Question 16

Lush Lawns, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, truck signage, website, and business cards. Which technique is being used by Lush Lawns to promote its business?

A) integrated marketing communications
B) logistics information management
C) inventory control segmentation
D) global marketing management
E) niche market penetration

Question 17

Which of the following is true of consumers in the new marketing communications model?

A) They are less informed than before about companies and product marketing techniques.
B) They are more reliant on traditional methods of marketing for product information.
C) They are more reliant on mass-media marketing methods for product information.
D) They are better equipped to find product and brand information on their own.
E) They are less powerful than before in affecting the way a company markets its products.

Question 18

In a promotion mix, performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavourable rumors and events.

A) sales promotion
B) direct marketing
C) public relations
D) advertising
E) personal selling

Question 19

When an Infiniti automotive dealership sends e-mail updates to customers about new products it is engaging in personal selling.

Question 20

In a promotion mix, occurs when a firm's sales force makes individual presentations to consumers for the purpose of promoting sales and building customer relationships.

A) advertising
B) merchandising
C) crowdsourcing
D) public relations
E) personal selling

Question 21

When a company issues a press release to announce a sizable donation to a national charity, it is using to generate goodwill and maintain a positive corporate image.

A) personal selling
B) public relations
C) advertising
D) sales promotion
E) direct and digital marketing

Question 22

In a pull strategy, the producer promotes the product to channel members who in turn promote it to final consumers.

Question 23

In an effort to better engage its younger consumers, Adidas relies entirely on digital and social media.

Question 24

Which of the following is a disadvantage of advertising?

A) It reaches targeted customers too slowly in most cases.
B) It does not allow dramatization of the brand or company.
C) It can be too customized and only attracts small, niche markets.
D) It is the most costly promotion tool for companies.
E) It only provides one-way communication with customers.

Question 25

A pharmaceutical manufacturer offers monetary incentives to its sales representatives to promote a new drug to the medical professionals in their respective geographic territories. This is an example of a strategy.

A) pull
B) vertical integration
C) publish-subscribe
D) direct marketing
E) push

Question 26

Chic Eyewear, a producer of designer eyeglass frames, promotes their new line in national fashion magazines. Chic Eyewear lists the select optical retailers that carry their line at the bottom of their ads. This is an example of
A strategy.

A) publish-subscribe
B) direct marketing
C) pull
D) push
E) vertical integration

Question 27

Karen Dodd is employed by Dell and responsible for calling on primary schools in her home province of British Columbia to promote the company's offerings. She demonstrates the Dell line of products including desktop computers, laptops, and tablets and fields questions from teachers and administrators alike. This is an example of which promotion tool?

A) digital advertising
B) public relations
C) sales promotion
D) personal selling
E) television advertising

Question 28

Strings, a family-owned musical instrument business, offers three hours of free music lessons with the purchase of any stringed instrument over $500 during the month of May. This is an example of which promotion mix element?

A) direct and digital marketing
B) public relations
C) advertising
D) sales promotion
E) personal selling

Question 29

Which of the following is most likely a difference between advertising and sales promotion?

A) Advertising is a sales-directed form of communication, while sales promotions are endorsed as company news.
B) Advertising can trigger quick sales, while sales promotions cannot.
C) Advertising can be used to build up a long-term image for a product while sales promotion effects can be short lived.
D) Advertising can be used to dramatize product offers, but sales promotion cannot be used for this purpose.
E) Advertising is not as effective in building long-term brand preferences as sales promotions.

Question 30

Which of the following is an example of a combination of sales promotions and direct marketing?

A) a company's sales representatives meeting customers directly to present customized offerings
B) a company sending an e-mail to a customer about a discount on a product during a holiday season
C) a company holding a press conference to talk about their new product
D) a company releasing a nationwide television ad about every buyer having a chance to win a lottery prize
E) a company giving discounts on their product prices in order to gain a brand image

Question 31

Content marketing managers create, inspire, share, and curate marketing content-both their own content and that created by consumers and others.

Question 32

A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of .

A) direct and digital marketing
B) retailing
C) advertising
D) public relations
E) merchandising

Question 33

Which of the following is true of direct and digital marketing?

A) It is suited for highly targeted marketing efforts and for building one-to-one customer relationships.
B) It does not involve any interaction between the company and its customers.
C) It is an impersonal promotion tool that hinders two-way communication.
D) Its marketing message is fixed and does not change according to the customer's requirements.
E) It is presented as company news rather than as a sales-directed communication.

Question 34

Which of the following is true of personal selling?

A) It is the most expensive promotional tool for companies to utilize.
B) It is an ineffective method for building long-term customer relationships.
C) It allows firms to dramatize product offers through arts and visuals.
D) It is the most effective promotional tool for geographically dispersed buyers.
E) It presents a firm's message as news rather than as a sales-directed communication.

Question 35

Which of the following is true of public relations?

A) It involves training a dedicated sales force to meet customers.
B) It provides quick incentives to make product purchases.
C) It emphasizes news and events rather than sales.
D) It cannot be used to dramatize a product or company.
E) It is the most widely used promotional tool.

Question 36

Mass marketing is the optimal promotion tool for building personal and long-lasting relationships with customers.

Question 37

Which of the following types of promotion tools requires a considerable degree of personal interaction with a customer?

A) digital advertising
B) public relations
C) personal selling
D) television advertising
E) sales promotion

Question 38

Paid media refers to promotional channels owned and controlled by the company, including company websites, corporate blogs, owned social media pages, proprietary brand communities, sales forces, and events.

Question 39

Despite the shift toward digital media, traditional mass media still capture a sizable share of the promotion budgets of most major marketing firms.

Question 40

Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers?

A) the publish-subscribe method
B) a pull strategy
C) vertical integration
D) direct marketing
E) a push strategy

Question 41

Starbucks has signed a contract with a television production company to have its brand featured prominently in a new situation comedy about empty nesters. The conditions of the agreement state that the situation comedy will feature only the Starbucks brand of coffee. What kind of advertising technique is being used in this example?

A) advertainment
B) vertical integration
C) product placement
D) subliminal advertising
E) geofencing

Question 42

The objective of advertising is to build primary demand.

A) informative
B) comparative
C) persuasive
D) personal
E) reminder

Question 43

A consumer demanding a product from a retailer after watching an ad on television has responded to a pull promotional advertising strategy.

Question 44

Which of the following is an example of branded entertainment?

A) a company using an acclaimed movie director to film an advertisement
B) a company using a celebrity to endorse a product
C) a company placing its product in a movie scene
D) a company using a famous song in its advertisement
E) a company airing its advertisements in movie theaters

Question 45

Which statement is most likely true about the affordable method of setting an advertising budget?

A) Spending on advertising is based on a competitor's advertising outlays.
B) Spending on advertising is based on a predetermined percentage of current or forecasted sales for the year.
C) Spending on advertising is calculated based on the financial objectives a company wishes to accomplish.
D) Spending on advertising is calculated after operating expenses and capital outlays are deducted from total revenues.
E) Spending on advertising is calculated as a percentage of the unit sales price.

Question 46

Which of the following is the first step in developing an advertising program?

A) setting the advertising budget
B) setting advertising objectives
C) developing an advertising strategy
D) developing a brand message
E) evaluating advertising campaigns

Question 47

Which of the following best describes the term "Madison and Vine"?

A) merging advertising with entertainment
B) voicing social concerns through advertising
C) emphasizing reach over impact in advertising
D) utilizing the slice of life style of advertising
E) using social media for advertising a brand

Question 48

advertising primarily maintains brand relationships and is important for mature products.

A) Reminder
B) Comparative
C) Persuasive
D) Classified
E) Personalized

Question 49

Pepsi Cola has long used this form of advertising in an attempt to take market share from their primary rival, Coca Cola.

A) personal
B) reminder
C) informative
D) comparative
E) classified

Question 50

Explain the use of sales promotions as a promotion mix tool.

Question 51

The method of setting an advertising budget typically overlooks how promotion affects sales.

A) competitive parity
B) affordable
C) objective-and-task
D) percentage-of-sales
E) adaptive-control

Question 52

The early manufacturers of electric vehicles (EVs) first had to invest in _ advertising to make the market aware of the economic and performance benefits.

A) reminder
B) comparative
C) switching
D) informative
E) persuasive

Question 53

Which method of setting advertising budgets best helps management think about the relationship between promotion spending, selling price, and profit per unit?

A) adaptive-control method
B) percentage-of-sales method
C) competitive-parity method
D) objective-and-task method
E) affordable method

Question 54

According to the text, the most logical budget-setting method in advertising is the method.

A) percentage-of-sales
B) competitive-parity
C) affordable
D) adaptive-control
E) objective-and-task

Question 55

John Deere's sales force working with Lowe's, Home Depot, Home Hardware, and other independent dealers, and other channel members to promote their products to final consumers is an example of a push promotion strategy.

Question 56

The aim of _ is to make ads and brand content so engaging or useful that people want to watch them.

A) advertainment
B) subliminal advertising
C) social advertising
D) branded entertainment
E) infotainment advertising

Question 57

The primary objective of advertising is to build selective demand.

A) personal
B) reminder
C) classified
D) informative
E) persuasive

Question 58

Inglast, a chocolate producer, is faced with a class action suit when customers found pieces of plastic in boxes of cocoa powder. Inglast settles the case and then releases an advertising campaign to show the new and improved safety seals on all containers of cocoa powder. Which kind of advertisement has Inglast most likely used?

A) comparative
B) reminder
C) classified
D) personalized
E) informative

Question 59

In the competitive-parity method of setting an advertising budget, the budget is set based on _ .

A) the total revenues that a company makes
B) a percentage of current sales
C) objectives set by the company and the cost required to accomplish them
D) a percentage of future sales
E) the amount spent by similar companies in the same industry

Question 60

Trendy Appliances has introduced a new product, Minute Yogurt, into the yogurt maker appliance market. Minute Yogurt differs from competitive offerings because it takes a minute to blend and a minute to clean.
Which type of advertising would be best for promoting Minute Yogurt?

A) classified advertising
B) personalized advertising
C) reminder advertising
D) comparative advertising
E) informative advertising

Question 61

In advertising media selection, frequency describes the qualitative value of message exposure through a given medium.

Question 62

A TV ad promoting how an ordinary person's life has changed due to considerable weight loss is an example of the style of advertising.

A) fantasy
B) mood or image
C) technical expertise
D) scientific evidence
E) testimonial evidence

Question 63

Trainstar, a sportswear equipment manufacturer, releases a new line of energy drinks called VitaZing. The television ad for the energy drink shows people jogging, working out in a gym, and doing aerobics. The actors then take a break to drink VitaZing, which visibly re-energizes them and leads them to continue exercising. Which advertising methods most likely used in the VitaZing ad?

A) personality symbol
B) scientific evidence
C) testimonial evidence
D) technical expertise
E) lifestyle

Question 64

Which of the following media is most suitable for advertising a product that needs to be demonstrated?

A) billboard
B) newspaper
C) television
D) magazine
E) radio

Question 65

A promotion strategy consists of two major elements: creating advertising messages and selecting advertising media.

Question 66

Advertising's goal is to help move consumers through the buying process.

Question 67

Native advertising refers to advertising or other brand-produced online content that looks in form and function like the other natural content surrounding it on a Web or social media platform.

Question 68

Which of the following media is most suitable for having consumers provide input on product design or features?

A) social media
B) television
C) radio
D) magazines
E) billboards

Question 69

Which of the following is a disadvantage of using a magazine as an advertising medium?

A) It has low geographic selectivity.
B) It consists of low-quality reproduction.
C) It has low credibility and image.
D) It involves high costs.
E) It has a poor pass-along readership.

Question 70

The competitive-parity method of setting promotion budgets prevents promotion wars between companies.

Question 71

The mood or image style shows the company's expertise in making the product.

Question 72

Comparative advertising is a type of persuasive advertising.

Question 73

The affordable method tends to place promotion last among spending priorities, even in situations in which advertising is critical to the firm's success.

Question 74

Marketers need to know how customers connect with an ad and brand idea as a part of the broader brand relationship. This can be achieved by measuring levels.

A) media engagement
B) listenership
C) frequency
D) readership
E) reach

Question 75

Which of the following is a disadvantage of using digital, mobile, and social media for advertising?

A) Audience selectivity is low.
B) The audience controls content and ad exposure.
C) The interactive capabilities are low.
D) There is little scope for personalization.
E) The costs are high.

Question 76

Traditional mass media still make up a majority of today's media mixes.

Question 77

The style of advertising shows ordinary people clearly using a product in a normal setting.

A) technical expertise
B) slice of life
C) mood or image
D) personality symbol
E) testimonial evidence

Question 78

Crest toothpaste has used a style of advertising to convince buyers that Crest is better than other brands at fighting cavities.

A) fantasy
B) scientific evidence
C) testimonial evidence
D) mood or image
E) technical expertise

Question 79

Which of the following best describes the personality symbol style of advertising?

A) using ordinary people to show how a product affects them in their daily lives
B) using a celebrity to endorse a product in an advertisement
C) using an animated character or mascot to represent a product in an advertisement
D) using scientific evidence to support claims about a product in an advertisement
E) using a technical expert to recommend a product in an advertisement

Question 80

Product placement is a form of brand integration.