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Exam 1: Advertising and IMC Today

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Question 21

Multiple Choice

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A direct-mail ad exemplifies _____.

A) covert advertising
B) public service advertising
C) awareness advertising
D) noncommercial advertising
E) action advertising

F) A) and D)
G) All of the above

Correct Answer

verified

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Question 22

Multiple Choice

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A brochure about a ceiling fan,a pamphlet of recipes from the producers of cranberry juice products,and instructions that come with telephone systems are examples of _____.

A) sales gimmicks
B) premiums
C) noise
D) bonus goods
E) collateral materials

F) B) and E)
G) A) and D)

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Question 23

True/False

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Most of the advertising we see in the mass media falls under the broad category of business advertising.

IMC helps companies adopt a consumer-centric,rather than marketer-centric,perspective in creating brand messages.

_____ is a paid,mediated form of communication from an identifiable source,designed to persuade the receiver to take some action,now or in the future.

A restaurant owner,who,in a magazine,came across an ad for an international trade show for people in the hospitality business,decided to request for further information on the show together with a registration form.In the context of advertising,this is a form of _____.

A bargain barn in the suburbs of Philadelphia placed an ad in the local newspaper to attract consumers with heavy discounts over the Thanksgiving weekend.But,most people missed the ad owing to a spate of promotional ads placed by a newly-opened pizzeria in the same locality.The ads of the pizzeria were colorful and attractive which distracted many potential consumers of the bargain barn.Consequently,there was much less footfall over the Thanksgiving weekend in the bargain barn than expected.The ads of the local pizzeria served as _____ for the bargain barn.

The sponsor does not usually produce the message.

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

According to Nowak and Phelps,what are the four related tactics the IMC approach focuses on?

IMC is both a concept and a process.

What are the three objectives that companies committed to relationship marketing try to accomplish?

Which of the following is the principal benefit of IMC?

State why companies practice IMC.

Fresh Zone is a supermarket based in New York that has branches in two other states,Ohio and Illinois.It uses _____,in which ads are placed in the local media or territorial editions of the national media.

In a(n) _____,a salesperson sells products and encourages customers to call if they encounter any problems.

In a(n) _____,the salesperson phones customers shortly after the sale to check whether the product meets expectations and asks for product improvement suggestions and any specific disappointments.

A real or imaginary spokesperson who lends some voice or tone to the ad within the text of the ad is known as a(n) _____.

In global advertising,messages are rarely consistent in ads placed around the world.

Of all the business functions,marketing is the only one whose primary role is to bring in revenue.