Deck 12: Marketing Communications

Question 1

Owned media refers to free publicity secured through unpaid media mentions and consumer word-of-mouth.

Answer 1

False

Question 2

For Canadians, time spent on digital media is increasing while time spent on traditional forms of media is decreasing.

Answer 2

True

Question 3

Advergaming refers to the use of video ads on the Internet.

Answer 3

False

Question 4

Personal selling is a form of one-way communication.

Question 5

A company that focuses on connecting with customers using social media is using an Outbound approach.

Question 6

Grayton Hotels, a chain of hotels, pays a reality television show producer to feature one of its hotels in an episode.This is an example of product placement.

Question 7

Seven Eleven supermarket offers a discount coupon with every $50 purchase.This is an example of a trade promotion.

Question 8

The use of mobile devices in Canada peaked by 2010.

Question 9

Traffic generation is the resultant request of direct response for additional information.

Question 10

An organization engages in personal selling to promote its industrial products.This is an example of inbound marketing.

Question 11

Traditional marketing communications like TV and radio advertising fall under the category called Outbound marketing.

Question 12

Social network marketing occurs when companies market products that have social importance.

Question 13

Advertisers do not have control over messaging in advertising.

Question 14

Display ads are commonly called banner ads.

Question 15

Consumers in Canada are among the most connected digitally in the world.

Question 16

The CRTC regulates the broadcast and telecommunications industries in Canada.

Question 17

For consumers, modern communications lines are blurred between reality, entertainment, self-expression and marketing messages.

Question 18

Public relations is a communications tool that seeks to influence the opinions and attitudes of target groups.

Question 19

A sales clerk at a retail apparel store assists a customer in her purchase.This is an example of personal selling.

Question 20

Outdoor advertising includes billboards, back-lit posters, and mall posters.

Question 21

There are two approaches to marketing communications.They are ______.

A)advertisements and personal selling
B)personal selling and public relations
C)direct response and event marketing
D)outbound and inbound marketing

Question 22

Froys is a new brand of potato chips from a large manufacturer.The company wants to take the product to a wide audience through advertising.It also wants to make the brand name and logo highly visible to the public.It plans to shoot a video advertisement to fulfill these objectives.Which of the following media is most suited to advertise Froys?

A)public relations
B)event marketing
C)newspaper
D)television

Question 23

_____ reaches consumers while they are in transit and is about an organization, good, service, or idea by an identified sponsor.

A)Paid media
B)Out-of-home advertising
C)Advertising
D)Earned media

Question 24

Murphy's Irish Stout created an app, When It Rains It Pours for rewarding loyal customers in Cork, Ireland.This exemplifies the use of _____ marketing.

A)outbound
B)earned
C)paid
D)mobile

Question 25

A push strategy is when marketers focus communication efforts on ultimate consumers.

Question 26

_____ media refers to the media time purchased so that messages can be disseminated through channels that are controlled by others.

A)Owned
B)Paid
C)Social
D)Earned

Question 27

The first step in the marketing communications process is to identify the target audience.

Question 28

_____ provide marketers with expertise on how best to communicate messages to their audiences.

A)Marketing communication agencies
B)Research companies
C)Marketing associations
D)Competition bureaus

Question 29

Social networks are online websites that allow members to create a network of friends and contacts to share _____.

A)self-expression
B)gossip
C)videos
D)personal

Question 30

A pull strategy is when marketers focus communication efforts on ultimate consumers to build awareness, trial, and demand for a product.

Question 31

_____ is when interested consumers find the product and its messaging by using online techniques that marketers facilitate.

A)Mobile marketing
B)Out-of-home marketing
C)Inbound marketing
D)Outbound marketing

Question 32

Shane uses his smart phone to receive promotional information from his bank.Smartphone penetration has reached ____.

A)38 percent
B)73 percent
C)61 percent
D)40 percent

Question 33

There is a changing landscape in terms of media and how consumers are interacting with marketing communications.What change has happened to make it easier for a company to have a two-way communication with the consumer?

A)closed-circuit TV
B)LinkedIn
C)in store market surveys
D)online services such as e-mail and social media

Question 34

Which type of marketing does a company use to connect to its customers when they are interested in a product or service?

A)out-of-home marketing
B)inbound marketing
C)mobile marketing
D)event marketing

Question 35

A local bank is looking to recruit people for different vacancies across its branches in Canada.The bank's advertising budget is low and it wants to convey detailed information about the job to the applicants.Which of the following media is most suitable to promote the recruitment initiative?

A)Internet
B)television
C)outdoor/transit
D)magazine

Question 36

The Globe and Mail uses which online tools to stay competitive in the marketplace?

A)TV
B)e-readers
C)hard copy
D)glossy, smudge-proof pages

Question 37

Marketers tailor how they are spending their advertising dollars.What is the largest recipient of advertising dollars in Canada?

A)TV
B)Radio
C)Facebook
D)Internet

Question 38

Which of the following is a key advantage of regulatory bodies for marketers?

A)Marketers have a lot of control over the messages they send.
B)Marketers can be well-versed on the limitations with regards to advertising.
C)They are not useful for marketers with small budgets.
D)Marketers have little control over the messages they send.

Question 39

When a company uses a blog to create a buzz in the market about its upcoming product, resulting in a boost in its sales.This is an example of using _____ media.

A)augmented
B)paid
C)owned
D)earned

Question 40

_____ provide(s) marketers with expertise on how best to communicate messages to their audiences.

A)Public relations
B)Marketing communication agencies
C)Advertising
D)Direct response

Question 41

_____ is a tool that seeks to influence the opinions and attitudes of target groups through the use of unpaid media exposure.

A)Inbound marketing
B)Personal advertising
C)Crisis management
D)Public relations

Question 42

_____ is a communications tool that provides short-term incentives to generate interest in a product or cause and encourages purchase or support.

A)Sales Promotion
B)Publicity
C)Mass advertising
D)Public relations

Question 43

Loyalty programs are continuity programs that reward customers for ongoing purchases with _____.

A)redeemable points
B)special discounts
C)high-value gifts
D)product samples

Question 44

_____ refers to short-term marketing tools used to encourage immediate purchase by end users.

A)Cooperative promotion
B)Trade promotion
C)Consumer promotion
D)Buzz marketing

Question 45

_____ refers to the use of online ads with graphics that are placed on websites.

A)Display advertising
B)Online video advertising
C)Social media advertising
D)Social network marketing

Question 46

_____ is a non-personal form of communication that appears in the media and is not paid for directly by the organization.

A)Personal advertising
B)Publicity
C)Inbound marketing
D)Mass advertising

Question 47

Kayne Products is a firm that manufactures consumer products.The company is planning to launch a new brand of perfumes that provide lasting aroma.The company requests consumers to submit taglines for the new product and offers rewards for the best tagline.This promotional activity is an example of a _____.

A)bonus pack
B)premium
C)contest
D)coupon

Question 48

_____ promotions are short-term promotional tools used to generate support with wholesalers, distributors, or retailers.

A)Consumer
B)Personal
C)Trade
D)User-generated

Question 49

_____ is an effective medium for quickly building awareness and interest in a product and is also an excellent reminder for current products.

A)Television advertising
B)Magazine
C)Radio
D)Outdoor advertising

Question 50

_____ are price reductions supplied via mail in exchange for proof-of-purchase.

A)Bonus packs
B)Premiums
C)Rebates
D)Coupons

Question 51

Pay-per-click advertising is also referred to as _____.

A)advergaming
B)leader boarding
C)search advertising
D)banner advertising

Question 52

_____ is a marketing communications tool designed to communicate with consumers one-on-one and to elicit a direct action either online or offline.

A)Public relations
B)Sales promotion
C)Direct response
D)Mass advertising

Question 53

A consumer company sells discount tickets along with the products that they sell.Customers are offered price reductions in exchange for the tickets for subsequent purchases.Identify the promotional tool that the company is using in this case.

A)coupon
B)premiums
C)contest
D)rebate

Question 54

An advertising agency advertises for TravelAround, one of its clients, at shopping malls, airports, and health clubs.This is an example of the use of _____.

A)social media advertising
B)place-based media advertising
C)advergaming
D)mass media advertising

Question 55

_____ are offers that provide merchandise in exchange for proof-of-purchase.

A)Free trials
B)Premiums
C)Contests
D)Coupons

Question 56

A non-profit organization decides to organize a marathon in the city of Quebec to create awareness of cancer.The organization's main aim is to appeal to the local audience for participation in the marathon.The organization has a small budget and little time to appeal to the audience, and wants to minimize avoidance of the message.Which of the following media will be best suited for this organization?

A)television
B)Internet
C)outdoor/transit
D)radio

Question 57

Drobo Biscuits usually have biscuit packets with 10, 20, and 50 biscuits.In order to boost the company's sales, the company introduces biscuit packs that have 20 percent extra content.The company also mentions this in its package with great prominence.Identify the promotional tool that the company is using in this case.

A)sweepstake
B)bonus pack
C)contest
D)coupon

Question 58

Sip, an orange juice brand, launched a program offering its customers various prizes.Buyers have to use a scratch card available with the juice to reveal whether they have won prizes.This is an example of _____.

A)personal selling
B)affiliate marketing
C)trade promotion
D)consumer promotion

Question 59

A software development company publishes company information through its brochures, newsletters, and videos.Which of the following public relations tools is being used by the company in this case?

A)press release
B)special event
C)press conference
D)company report

Question 60

An owner operated restaurant is looking to improve their lunch business.Which advertising choice is most appropriate?

A)Radio
B)Television
C)Magazine
D)Public relations

Question 61

The Marvel action movies are all examples of

A)Event marketing
B)Branded entertainment
C)Sponsorship
D)Push strategy

Question 62

A soft drink company often shows its products in movies and TV programs.This is known as _____.

A)product placement
B)point-of-sale display
C)augmented reality
D)trade promotion

Question 63

A company sends its customers e-mails informing them about newly launched products, as well as offers available for members.Many customers reply to the e-mail, seeking further information about the products and membership.This is an example of _____.

A)mass advertising
B)direct response
C)public relations
D)sales promotion

Question 64

_____ involves a company paying a fee in exchange for inclusion in an event, involvement in its advertising opportunities, or exposure within the event itself.

A)Direct response
B)Sales promotion
C)Event marketing
D)Sponsorship

Question 65

JEA Pvt.Ltd., a cellphone manufacturing company, focuses on the pull communication strategy.In a pull strategy, the company will focus its marketing communication efforts on _____.

A)wholesalers
B)retailers
C)consumers
D)suppliers

Question 66

Coolit, an energy drink, pays Riveira Neighbourhood Association a fee to allow its involvement in an upcoming soccer match amongst different schools.The soccer match will be named after the energy drink, and Coolit will also have advertising banners at the event.Identify the marketing strategy that Coolit is adopting.

A)personal selling
B)trade promotion
C)affiliate marketing
D)sponsorship

Question 67

Ginger Inc., is focusing its communication efforts to build awareness, and create demand for its products amongst consumers.Ginger, Inc.is adopting a(n) _____.

A)personal selling strategy
B)push strategy
C)social network strategy
D)pull strategy

Question 68

Sam's Ice Creams conducts a contest that is linked to holiday celebrations to promote its new flavours.Which form of marketing has Sam's adopted?

A)affiliate marketing
B)event marketing
C)search marketing
D)direct response

Question 69

_____ involves the two-way flow of communication between a buyer and seller, often face-to-face, or facilitated through communication devices, to influence an individual or group purchase-decision.

A)Trade promotion
B)Personal selling
C)Event marketing
D)Sponsorship

Question 70

Which of the following communication strategies is Latte, Inc.adopting for its new Arabica coffee?

A)push strategy
B)affiliate marketing
C)personal selling
D)pull strategy

Question 71

Grap Breakfast Cereals pays a reality television show involving children to display its product on the show.This is an example of _____.

A)event marketing
B)product placement
C)affiliate marketing
D)skyscraper advertising

Question 72

_____ is the resultant request of direct response for additional information.

A)Traffic generation
B)Augmented reality
C)Trade promotion
D)Lead generation

Question 73

Nelly's, a brand that offers its customers cosmetics with 100 percent natural ingredients, has established itself through word-of-mouth marketing.Most of its new customers become aware of the brand through recommendations from existing customers.On its 10^thanniversary, it offers to its members discounts on the newly launched range of cosmetics.Nelly's is most likely in the _____ stage of the customer advocacy funnel.

A)awareness
B)interest
C)purchase
D)advocacy

Question 74

Sam's Ice Creams receives requests for additional information on their website.These requests are known as _____.

A)lead generation
B)search optimization
C)traffic generation
D)search generation

Question 75

Ket Inc., a producer of refined cooking oil, largely focuses its communication efforts on wholesalers, retailers, and distributors.Which of the following strategies has Ket adopted?

A)pull strategy
B)relationship marketing
C)affiliate marketing
D)push strategy

Question 76

Laila purchases groceries from FoodMart.FoodMart offers her a membership card, which entitles Laila to coupons, lucky draws, and discounts on her continued purchases at FoodMart.Which of the following tools is FoodMart using to drive the customer through the customer advocacy funnel?

A)engagement
B)loyalty
C)trial
D)awareness

Question 77

Which of the following type of marketing would a company be using if it were marketing its products through Facebook, YouTube, and Twitter?

A)search engine optimization
B)affiliate marketing
C)social network marketing
D)e-mail marketing

Question 78

_____ refers to the creation or involvement of a brand in an experience or occasion that heightens its awareness, creates positive associations, and generates a desired response.

A)Sales promotion
B)Event marketing
C)Sponsorship
D)Direct response

Question 79

Meg & Mason, a newly launched women's clothing brand, creates videos and ads online to attract customers to its website.Which of the following stages of customer advocacy is Meg & Mason in?

A)trial
B)advocacy
C)engagement
D)awareness

Question 80

_____ is the resultant visit of a direct response to a location or website.

A)Lead generation
B)Trade promotion
C)Traffic generation
D)Word-of-mouth