Question 1

CanadianBusiness and HelloCanada are national magazines of Canada.They are examples of:
A) media buy.
B) media planning.
C) mass media.
D) niche media.
E) media mix.

Accepted Answer

CanadianBusiness and HelloCanada, being national magazines, are examples of mass media because they are intended to reach a large audience across the country.

Question 2

Which of the following best describes the strategy of differentiating a product by communicating its distinctive attributes?
A) Deceptive advertising
B) Cause-related marketing
C) Unique selling proposition
D) Personal selling
E) Impressions

Accepted Answer

Communicating a product's distinctive attributes through advertising is commonly known as its Unique Selling Proposition (USP).

Question 3

Which of the following refers to the combination of the media used and the frequency of advertising in each medium?
A) Media buy
B) Media planning
C) Mass media
D) Niche media
E) Media mix

Accepted Answer

Media mix refers to the combination of media used and the frequency of advertising in each medium.

Question 4

CBC Television,CTV,and Global are national TV channels in Canada.They are examples of:
A) media buy.
B) media planning.
C) mass media.
D) niche media.
E) media mix.

Accepted Answer

CBC Television, CTV, and Global are national TV channels in Canada, which makes them part of the mass media.

Question 5

Which of the following refers to the process of evaluating and selecting the media combination that will deliver a clear,consistent,compelling message to the intended audience?
A) Media buy
B) Media planning
C) Mass media
D) Niche media
E) Media mix

Accepted Answer

Media planning refers to the process of evaluating and selecting the media combination that will deliver a clear, consistent, compelling message to the intended audience. Media buy refers to the process of purchasing the selected media. Mass media and niche media refer to the type of media used, while media mix refers to the combination of different types of media used in a campaign.

Question 6

A company that deals in breakfast cereals advertises that its products contain all the essential nutrients necessary for the proper growth and development of children.This is an example of:
A) esteem appeal.
B) emotional appeal.
C) physiological appeal.
D) rational appeal.
E) social appeal.

Accepted Answer

The advertisement is using a rational appeal by presenting factual information about the nutritious content of their product.

Question 7

YuM Pizza,in a one-of-its kind initiative,introduces a new range of pizzas made of whole-grain dough with exotic herbal spice toppings.This is an example of:
A) deceptive advertising.
B) cause-related marketing.
C) unique selling proposition.
D) personal selling.
E) impressions.

Accepted Answer

This is an example of a unique selling proposition as the brand is differentiating itself from other pizza brands by using whole-grain dough and exotic herbal spice toppings.

Question 8

Mike opens a new leisure goods store and buys airtime on TV to advertise the store.He also buys space in the newspaper to run an attractive print ad.This is an example of:
A) media buy.
B) USP.
C) direct mail.
D) cause-related marketing.
E) deceptive advertising.

Accepted Answer

This is an example of media buy, as Mike is purchasing advertising time/space in various media outlets.

Question 9

Which of the following aim to satisfy consumers' desires rather than their utilitarian needs?
A) Esteem appeals
B) Emotional appeals
C) Ethos appeals
D) Rational appeals
E) Social appeals

Accepted Answer

Emotional appeals aim to satisfy consumers' desires rather than their utilitarian needs by evoking positive emotions such as love, excitement, or happiness. Esteem appeals, ethos appeals, rational appeals, and social appeals may also aim to appeal to consumers' emotions, but they may also emphasize functional benefits or social proof more heavily.

Question 10

Cradles is a company that publishes exclusive and distinct magazines catering to the high-end luxury market.This is an example of:
A) media buy.
B) media planning.
C) mass media.
D) niche media.
E) media mix.

Accepted Answer

Cradles publishes exclusive and distinct magazines targeting a specific, high-end luxury audience, which is a characteristic of niche media.

Question 11

A company that manufactures jeans promotes the idea of "youthful individuality." The products stand for originality,self-confidence,and elegance.This is an example of:
A) ethos appeal.
B) emotional appeal.
C) physiological appeal.
D) rational appeal.
E) social appeal.

Accepted Answer

The ad is focused on emotions and the way the jeans make the customer feel, promoting self-confidence and elegance with the idea of individuality, making it an emotional appeal.

Question 12

A newly opened educational institution plans to purchase airtime on the local television network to advertise the institution.It has also bought space in the newspaper for a print ad.This is an example of:
A) media buy.
B) USP.
C) direct mail.
D) cause-related marketing.
E) deceptive advertising.

Accepted Answer

This is an example of a media buy, which is the process of purchasing advertising space or time from various media outlets such as television, newspapers, and magazines to promote a product or service.

Question 13

An exclusive travel magazine chooses to cater only to the needs of those travellers who are hitchhikers.This is an example of:
A) media buy.
B) media planning.
C) mass media.
D) niche media.
E) media mix.

Accepted Answer

The exclusive travel magazine choosing to cater only to the needs of hitchhikers is an example of niche media. Niche media is a specialized form of media that caters to a specific target audience or niche market. In this case, the magazine is targeting a niche audience of hitchhiking travelers, rather than a mass market of all types of travelers. It is not a media buy or media planning, as those refer to the process of selecting and purchasing advertising space, and it is not mass media, as that refers to large-scale communication channels that reach a broad audience. Media mix refers to the combination of different types of media used in a marketing campaign, which is not applicable in this scenario as there is only one type of media being used.

Question 14

Which of the following refers to the actual purchase of airtime or print pages?
A) Media buy
B) Media planning
C) Mass media
D) Niche media
E) Media mix

Accepted Answer

Media buy refers specifically to the process of purchasing ad space or airtime.

Question 15

Which of the following refers to channels that are focused and generally used to reach narrower segments,often with unique demographic characteristics or interests?
A) Media buy
B) Media planning
C) Mass media
D) Niche media
E) Media mix

Accepted Answer

Niche media refers to channels that are focused and generally used to reach narrower segments, often with unique demographic characteristics or interests.

Question 16

A company that manufactures cars advertises the safety features in the car,the mileage,speed,and the added accessories available with the car.This is an example of:
A) esteem appeal.
B) emotional appeal.
C) physiological appeal.
D) rational appeal.
E) social appeal.

Accepted Answer

The advertisement focuses on the practical benefits of the car, such as safety, mileage, speed, and added accessories. This is a rational appeal, which emphasizes the logical and practical advantages of the product.

Question 17

A company specializes in technical gadgets for home security.Its advertisements focus on the fear of threat and the potential dangers that loved ones might face in case a home is left unguarded.This is an example of:
A) esteem appeal.
B) emotional appeal.
C) physiological appeal.
D) ethos appeal.
E) social appeal.

Accepted Answer

The advertisement focuses on evoking emotions such as fear and concern for loved ones, which is an example of emotional appeal.

Question 18

Which of the following refers to channels that include national newspapers,magazines,radio,and television,and is ideal for reaching large numbers of anonymous audience members?
A) Media buy
B) Media planning
C) Mass media
D) Niche media
E) Media mix

Accepted Answer

Mass media refers to channels that include national newspapers, magazines, radio, and television and is ideal for reaching large numbers of anonymous audience members. Media buy and media planning are specific tactics within the overall media strategy. Niche media refers to channels that reach a specific, specialized audience. Media mix refers to the combination of different types of media used in a marketing campaign.

Question 19

Which of the following helps consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage consumers to evaluate the brand favourably on the basis of the key benefits it provides?
A) Esteem appeal
B) Emotional appeal
C) Physiological appeal
D) Rational appeal
E) Social appeal

Accepted Answer

Rational appeal helps consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage consumers to evaluate the brand favorably on the basis of the key benefits it provides. Emotional appeal appeals to consumers' emotions and desires, while esteem appeal focuses on social status and recognition. Physiological appeal targets basic biological needs such as hunger, thirst, or sex drive. Social appeal emphasizes social trends or peer pressure as a reason to buy the product.

Question 20

FedEx,with its slogan "When your package absolutely,positively has to get there overnight," promises to deliver goods overnight for its customers.This is an example of:
A) deceptive advertising.
B) cause-related marketing.
C) unique selling proposition.
D) personal selling.
E) impressions.

Accepted Answer

The slogan "When your package absolutely, positively has to get there overnight" reflects FedEx's unique selling proposition, which is to provide overnight delivery for its customers. This sets FedEx apart from its competitors and highlights a specific benefit that it offers.

Quiz 14: Strategic Pricing Methods

CanadianBusiness and HelloCanada are national magazines of Canada.They are examples of:

Which of the following best describes the strategy of differentiating a product by communicating its distinctive attributes?

Which of the following refers to the combination of the media used and the frequency of advertising in each medium?

CBC Television,CTV,and Global are national TV channels in Canada.They are examples of:

Which of the following refers to the process of evaluating and selecting the media combination that will deliver a clear,consistent,compelling message to the intended audience?

A company that deals in breakfast cereals advertises that its products contain all the essential nutrients necessary for the proper growth and development of children.This is an example of:

YuM Pizza,in a one-of-its kind initiative,introduces a new range of pizzas made of whole-grain dough with exotic herbal spice toppings.This is an example of:

Mike opens a new leisure goods store and buys airtime on TV to advertise the store.He also buys space in the newspaper to run an attractive print ad.This is an example of:

Which of the following aim to satisfy consumers' desires rather than their utilitarian needs?

Cradles is a company that publishes exclusive and distinct magazines catering to the high-end luxury market.This is an example of:

A company that manufactures jeans promotes the idea of "youthful individuality." The products stand for originality,self-confidence,and elegance.This is an example of:

A newly opened educational institution plans to purchase airtime on the local television network to advertise the institution.It has also bought space in the newspaper for a print ad.This is an example of:

An exclusive travel magazine chooses to cater only to the needs of those travellers who are hitchhikers.This is an example of:

Which of the following refers to the actual purchase of airtime or print pages?

Which of the following refers to channels that are focused and generally used to reach narrower segments,often with unique demographic characteristics or interests?

A company that manufactures cars advertises the safety features in the car,the mileage,speed,and the added accessories available with the car.This is an example of:

A company specializes in technical gadgets for home security.Its advertisements focus on the fear of threat and the potential dangers that loved ones might face in case a home is left unguarded.This is an example of:

Which of the following refers to channels that include national newspapers,magazines,radio,and television,and is ideal for reaching large numbers of anonymous audience members?

Which of the following helps consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage consumers to evaluate the brand favourably on the basis of the key benefits it provides?

FedEx,with its slogan "When your package absolutely,positively has to get there overnight," promises to deliver goods overnight for its customers.This is an example of: