Journalism Chapter 1 2 Amul, a food product marketing organization, has come up with new global ads that promote the benefits of drinking milk as well as demonstrates the various uses of milk

Chapter 01 – An Introduction to Integrated Marketing Communications

38. (p. 20) Big bazaar, a supermarket in India, recently placed an ad in the newspapers circulated

in Bangalore city that it would provide 10 vegetables at a flat rate of Rs.10 to consumers from

Monday to Wednesday between 1 p.m. and 3 p.m. at select locations in the Bangalore city.

Which of the following types of advertising did it make use of?

39. (p. 20) Advertising done by Target, Kohl’s, and Macy’s for the purpose of building store

traffic and encouraging consumers to make a purchase now is known as _____ advertising.

Chapter 01 – An Introduction to Integrated Marketing Communications

40. (p. 20) Which of the following is true about retail advertising?

41. (p. 20) A used bookstore that runs an ad which announces a “12-hour, everything must go”

sale is using:

Chapter 01 – An Introduction to Integrated Marketing Communications

42. (p. 20) Retail/Local advertising often takes the form of:

43. (p. 20) Primary-demand advertising is designed to:

Chapter 01 – An Introduction to Integrated Marketing Communications

44. (p. 20) _____ advertising focuses on creating demand for a specific company’s brand.

45. (p. 20) Amul, a food product marketing organization, has come up with new global ads that

promote the benefits of drinking milk as well as demonstrates the various uses of milk. This is

an example of:

Chapter 01 – An Introduction to Integrated Marketing Communications

46. (p. 20) The National Egg Coordination Committee has for years now been promoting the

benefits of eggs and their importance in one’s diet through its ads, which are aired in many

nations. Which type of advertising is it making use of?

47. (p. 20) Which of the following best describes selective-demand advertising?

Chapter 01 – An Introduction to Integrated Marketing Communications

48. (p. 20) Which of the following is an example of retail advertising?

49. (p. 20) _____ advertising is targeted at individuals who influence the purchase of goods and

services used to make other products.

Chapter 01 – An Introduction to Integrated Marketing Communications

50. (p. 20) Ads for Wagner Brake Products, Champion spark plugs, MOOG chassis parts, and

Keystone wheels in Tire Review, a journal written and published especially for

owners/operators of auto shops, are examples of _____ advertising.

51. (p. 20) DocStock, a company that manufactures stethoscopes, has placed an ad in DocsMag,

a magazine targeted at doctors. This is an example of:

Chapter 01 – An Introduction to Integrated Marketing Communications

52. (p. 20) _____ advertising is targeted to marketing channel members such as wholesalers,

distributors, and retailers in order to encourage them to stock more of a particular brand.

53. (p. 20) Which of the following is an example of trade advertising?

Chapter 01 – An Introduction to Integrated Marketing Communications

54. (p. 19) Which of the following statements is true about direct marketing?

55. (p. 19; 21) Bradford Exchange is a company that sells collectible plates. If you order one plate

from the company, you will receive multiple mails each month providing you with

information of new issues and encouraging you to place your order for additional plates.

Given this information, which promotional element does Bradford Exchange depend upon?

Chapter 01 – An Introduction to Integrated Marketing Communications

56. (p. 21) One of the major tools of direct marketing is ______ advertising, where a product is

promoted through an ad that encourages the consumer to purchase directly from the

manufacturer.

57. (p. 21) The ad for the Bose Wave radio/CD player in Newsweek magazine has a coupon that

you can use to order the radio/CD player, a toll-free number you can call to place an order,

and a website to place orders. This ad is an example of _____ advertising.

Chapter 01 – An Introduction to Integrated Marketing Communications

58. (p. 21) _____ is a tool of direct marketing that is used to call customers directly and attempt

to sell the products and services, or qualify them as sales leads.

59. (p. 21) Coldwater Creek is a retailer that uses its website to promote and sell new

merchandise. Coldwater Creek views the Internet as a(n) _____ medium.

Chapter 01 – An Introduction to Integrated Marketing Communications

60. (p. 21) Starbucks has developed apps for the iPhone which allow customers to share drink

recipes, find the nearest Starbucks, look up nutritional information, and manage their

Starbucks gift cards. This is an example of _____ marketing.

61. (p. 22) Which of the following is true about the Internet media?

62. (p. 23) _____ includes those marketing activities that provide extra value or incentives for

purchasing a product such as coupons and premiums.

63. (p. 23) Sales promotions targeted to the ultimate users of a product such as sampling,

coupons, contests, or sweepstakes are known as:

Chapter 01 – An Introduction to Integrated Marketing Communications

64. (p. 23) Chicken of the Sea includes coupons in their magazine advertisements. This is an

example of:

65. (p. 23) Sales promotion programs targeted toward marketing intermediaries such as

wholesalers, distributors, and retailers are known as:

Chapter 01 – An Introduction to Integrated Marketing Communications

66. (p. 23) Florafax Wire Service allows a consumer in Alaska to go to his or her local florist

and order roses to be sent to a friend in Maine. The Alaskan florist uses Florafax to order the

roses from a florist in Maine who will arrange and deliver them. An ad for Florafax in a trade

journal for florists offers retail florists a $4 rebate when they send 20 orders and an additional

$.75 per order when they use florafax.net online sending. In its ad, Florafax is using:

67. (p. 24) _____ is nonpersonal communication neither directly paid for nor run under

identified sponsorship.

Chapter 01 – An Introduction to Integrated Marketing Communications

68. (p. 24) Which of the following statements describe the difference between publicity and

advertising?

69. (p. 24) One of the primary advantages inherent in the use of publicity is its:

Chapter 01 – An Introduction to Integrated Marketing Communications

70. (p. 24) When the individual voted off of The Survivor, a reality series, appears on David

Letterman as a guest to discuss the series and his or her role in the series, it is an example of

_____ for the CBS television show.

71. (p. 24) Because of the perceived objectivity of the source, which of the elements of the

promotional mix is usually regarded as most credible?

Chapter 01 – An Introduction to Integrated Marketing Communications

73. (p. 24) Which of the following statements describe a disadvantage of publicity?