Deck 1: Advertising in a Marketing Communications Environment

Question 1

Assuming that consumers develop a favourable attitude toward a specific service or brand,advertising can be both

A) informative and multi-cultural
B) informative and segmented
C) persuasive and direct response
D) informative and persuasive
E) informative and negative

Answer 1

D

Question 2

People are going online and discussing their experiences with products they have used.This activity takes place on

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

Answer 2

E

Question 3

You would use sales promotion to

A) increase the product mix
B) encourage an immediate response from consumers
C) increase advertising dollars
D) improve distribution
E) increase the use of the media

Answer 3

B

Question 4

When East Side Mario's used advertising to communicate their new menu,its primary aim was to

A) sell products to New Yorkers
B) rejuvenate a mature product
C) associate with New York
D) stress its hidden qualities
E) demonstrate its superiority

Question 5

Research shows that social media are effective in building market share when

A) advertising is a pop- up
B) long advertising videos are shown on YouTube
C) the audience can purchase immediately after seeing the advertising on the internet
D) celebrities endorse the social media advertising
E) customers share their positive opinions

Question 6

Advertising is best defined as

A) marketing
B) a paid form of marketing communication designed to influence thought patterns and purchase behavior
C) a subsection of business
D) a sales tool designed to elicit an immediate response from consumers
E) a media division within a marketing department

Question 7

Advertising is just one component of marketing communications,along with

A) personal selling
B) product and distribution
C) price
D) media planning
E) budgeting

Question 8

The United Way's campaign about helping the homeless is an example of

A) consumer advertising
B) retail advertising
C) advocacy advertising
D) direct-response advertising
E) end-product advertising

Question 9

When Redbull sends out teams to hand out samples,the company is using which marketing communications tool?

A) advertising
B) trade promotion
C) experiential marketing
D) public relations
E) interactive communications

Question 10

Advertising's primary role is to

A) influence the behaviour of a target market
B) induce trial purchase
C) increase demographic sales
D) increase multicultural awareness
E) reduce media costs

Question 11

Advertising opportunities on the internet include

A) billboard advertising
B) television advertising
C) display advertising
D) public relations
E) radio advertising

Question 12

Advocacy advertising by non-profit organizations like The United Way and Greenpeace is designed to

A) Present a point of view on a public issue
B) communicate a special price
C) persuade all market segments
D) launch new products
E) communicate additions to the product mix

Question 13

A main reason advertisers do not advertise more on social media is

A) too expensive
B) not sure which social media to use
C) return on investment is difficult to measure
D) traditional media work best
E) it is not interactive

Question 14

For news and commercial messages,today's consumers are more reliant on

A) television
B) internet and mobile digital technology
C) newspapers
D) satellite radio
E) magazines

Question 15

The most common way to show competitive advantage is to

A) sell more products
B) demonstrate product superiority
C) avoid innovation
D) keep prices low
E) match the competition

Question 16

A story about a company product in a newscast or newspaper that is not paid for by the company is an example of which form of integrated marketing communications?

A) advertising
B) sales promotion
C) public relations
D) event marketing
E) sponsorship

Question 17

In reaching today's multi-tasking consumer who is active in several media at the same time,advertisers must consider

A) the impact of PVRs on television viewing
B) developing a stronger billboard presence
C) placing messages at a time and place where the consumer is engaged
D) embedding product messages into the scripts of TV shows
E) increasing the media placement budget

Question 18

Often the Public Relations Department of an organization is responsible for building and maintaining a positive image of a company with its various publics.This is called

A) advocacy advertising
B) sponsorship advertising
C) corporate advertising
D) end-product advertising
E) direct-response advertising

Question 19

A recent phenomenon is the progressive use of lifestyle association in advertising.This involves

A) scientific demonstrations
B) product comparisons
C) emotional appeals
D) price comparisons
E) logical appeals

Question 20

The critical time for marketing communications in the product life cycle is during

A) the mature stage
B) the introduction and growth stages
C) the introduction stage
D) the growth stage
E) the mature and decline stages

Question 21

Advertising that focuses on improving the company's image is known as

A) socially responsible advertising
B) multi-faceted advertising
C) corporate advertising
D) industrial advertising
E) advocacy advertising

Question 22

When Green Giant Corn advertises in Canadian Grocer Magazine,they are involved in

A) direct response advertising
B) trade advertising
C) retail advertising
D) advocacy advertising
E) consumer advertising

Question 23

Companies that approach communications as a complete package,embrace the concept of

A) marketing strategy
B) creative advertising
C) integrated marketing communications
D) product superiority
E) customer satisfaction

Question 24

Experiential marketing communications includes

A) national brand ads
B) infomercials
C) flyers
D) events
E) out-of-home advertising

Question 25

An advertisement featuring refrigerated display units in Canadian Grocer is an example of

A) industrial advertising
B) merchandising advertising
C) trade advertising
D) professional advertising
E) service-industry advertising

Question 26

Older consumers are more concerned than younger consumers about

A) use of personal information
B) social media
C) inappropriate messages
D) sex in advertising
E) extreme advertising

Question 27

Advertising designed to influence public opinion is referred to as

A) advocacy advertising
B) service industry advertising
C) product advertising
D) promotional advertising
E) public advertising

Question 28

An advertisement promoting fabricated parts in a specialized industry publication is an example of

A) industrial advertising
B) corporate advertising
C) trade advertising
D) professional advertising
E) national advertising

Question 29

Communications that allow consumers to order directly is referred to as

A) end-product advertising
B) experiential marketing
C) direct-response communications
D) sales promotions
E) service-industry advertising

Question 30

Wendy's finds itself in a product category where competitors like McDonald's invest heavily in advertising.Wendy's should

A) adopt an online strategy
B) pursue new customer segments
C) evaluate less expensive alternatives such as sales promotion
D) reduce advertising spending
E) divert advertising dollars to broadcast media only

Question 31

At what stage in the product life cycle must the product focus on creating brand preference?

A) introduction
B) growth
C) maturity
D) decline
E) withdrawal

Question 32

Canadian programming is the cornerstone of the

A) Telecommunications Act
B) Canadian Code of Advertising Standards
C) Competition Act
D) Broadcasting Act
E) Food and Drug Act

Question 33

Free publicity is always generated through

A) retail advertising
B) public relations
C) direct response advertising
D) end-product advertising
E) sales promotions

Question 34

Corporate advertising may be used to

A) increase sales force
B) increase media budget
C) enhance a firm's image among its publics
D) reduce costs
E) improve product development

Question 35

Which medium accounts for the largest portion of advertising revenue among the mass media in Canada?

A) radio
B) television
C) magazines
D) billboards
E) internet

Question 36

The legal profession can be reached through advertising in magazines such as Canadian Lawyer.This is known as

A) consumer advertising
B) industrial advertising
C) trade advertising
D) business-to-business advertising
E) national advertising

Question 37

The channel that will be the hub for delivering content for all media is

A) newspapers
B) magazines
C) radio
D) television
E) the internet

Question 38

The primary goal of sales promotion is to

A) improve a company's image
B) communicate a company's store locations
C) provide takeover information
D) communicate changes in personnel
E) encourage an immediate response by the customer

Question 39

Trade advertising is done by manufacturers and directed at

A) the legal profession
B) consumers
C) industrial buyers
D) channel members
E) advertising agencies

Question 40

The largest advertising categories in Canada include:

A) financial institutions
B) telecommunications companies
C) educational institutions
D) publishing companies
E) provincial governments

Question 41

Labatt's "smooth taste teams" is an example of

A) experiential marketing
B) lifestyle advertising
C) prestige promotions
D) value advertising
E) versatility display

Question 42

Major networks are streaming shows and sporting events for viewing online.This has led to

A) On-demand viewing
B) total commercial-free viewing
C) more tech-savvy consumers
D) consumers becoming more isolated in society
E) consumers losing control of their TV

Question 43

For management that perceives advertising as an expense,advertising goals will not be met when

A) advertising is expensive
B) measures of advertising effectiveness are unavailable
C) there is a profit-squeeze situation
D) social media is not being used
E) public relations is a priority

Question 44

When Samsung launched the Galaxy S4 and communicated the product's features that were better than the competition,the company established a competitive advantage by

A) offering a unique sales proposition
B) communicating a product innovation
C) re-positioning its product line
D) targeting a niche audience
E) stressing hidden qualities

Question 45

The Canadian Code of Advertising Standards addresses

A) Canadian programming content
B) broadcast license applications
C) cable television licences
D) Canadian ownership of broadcast licences
E) appropriate and accurate messages

Question 46

In terms of integrated marketing communications,all elements should

A) say the same thing and complement each other
B) work to communicate several different messages
C) take a secondary importance to advertising
D) be invested in equally
E) be handled by one outside supplier

Question 47

The primary job of personal selling is to

A) make a sale
B) support an event
C) encourage volume or seasonal buying
D) generate free publicity
E) stimulate awareness of a product

Question 48

A grocery store using coupons,cash refunds and contests is using

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

Question 49

Advertising in Canada is big business! In 2011,the amount spent was $14.4 billion.

Question 50

A common complaint about advertising is

A) the rising costs
B) attention deficit in audiences
C) lack of scientific evidence in messages
D) use of sex to sell something
E) people don't read ads

Question 51

Delivering a message directly to a potential customer is

A) promotional advertising
B) direct-response communications
C) advocacy advertising
D) corporate advertising
E) retail advertising

Question 52

In a competitive environment,brand leaders build market share by

A) investing in sales promotion
B) implementing price discounting
C) maintaining significant advertising budgets
D) making a short-term commitment to advertising
E) relying more on personal selling

Question 53

The iced tea segment is growing based on consumers' perceptions that tea is a healthy beverage.This is an example of

A) selective perception
B) brand preference
C) primary demand
D) a product innovation
E) a lifestyle consideration

Question 54

Traditionally,mass advertising helped to

A) create clutter in media
B) drive store traffic and sales
C) create widespread awareness of a new product
D) build customer databases
E) create word-of-mouth advertising

Question 55

Canadian Tire's association with the 2014 Canadian Olympic Team is an example of

A) database marketing
B) sales promotion activities
C) sponsorship
D) national advertising
E) public relations

Question 56

Popular promotions during the mature stage of the product life cycle are

A) coupons and price discounts
B) premium offers and contests
C) price discounts and bonus packs
D) seasonal packaging and coupons
E) sale prices

Question 57

A television commercial showing "twenty-somethings" drinking Red Bull while active in extreme sports is an example of

A) pop advertising
B) lifestyle advertising
C) sex-role stereotyping
D) hidden qualities
E) information-driven communication

Question 58

Which type of communications provides a distinct reason to buy now rather than later?

A) corporate advertising
B) national advertising
C) service-industry advertising
D) advocacy advertising
E) sales promotion

Question 59

The Canadian Code of Advertising Standards is administered by

A) Canadian Radio-television and Telecommunications Commission
B) AOL and Time Warner
C) The Competition Act
D) Advertising Standards Canada
E) Canadian Institute of Advertising

Question 60

When Kashi communicated that its cereal was tasty and lowers cholesterol,the company's goal was to

A) rejuvenate a mature product
B) communicate a hidden quality
C) target lifestyle aspirations
D) communicate a sales promotion
E) demonstrate its superiority

Question 61

A big challenge for advertisers is to convince people to use traditional rather than new media.

Question 62

The Canadian Code of Advertising Standards addresses concerns about superstitions and fears in commercial messages.

Question 63

Companies use coupons,contests and other incentives to encourage immediate sales.

Question 64

A press release issued by Greenpeace would be used to influence the attitudes,opinions and behaviours of interest groups toward its organization.

Question 65

Advocacy advertising encourages consumers to look for a particular component or ingredient when buying a final product.

Question 66

Sales promotion is long term in scope.

Question 67

Apple's launch of the new iPhone 5 with its new and better features is an example of showing a competitive advantage through product innovation.

Question 68

Rather than plan a unique event,a company may choose to sponsor an existing event in order to save money and reduce risk.

Question 69

Canadians 18 and over spend more time watching television than listening to radio.

Question 70

Bell Canada sponsored the 2010 Vancouver Olympic Games.This is a great example of direct-response communications.

Question 71

The internet has the potential to become the biggest single-source generator of revenues among all communications alternatives.

Question 72

SUV car ads showing people enjoying themselves outdoors is an example of an advertiser demonstrating product superiority.

Question 73

Kellogg's Special K Cereal print campaign offered a free personal slim plan with purchase.This advertising tactic encourages brand loyalty in the mature phase of the product life cycle.

Question 74

Advertising is critical at the decline stage of the product life cycle.

Question 75

In the growth stage of a product,advertising performs a dual role,creating awareness while establishing brand preference.

Question 76

Business-to-business advertising refers to advertising aimed only at professional associations such as medical associations.

Question 77

New media alternatives are solely the domain of younger generations.

Question 78

Direct mail is the most common means of delivering direct-response messages to potential consumers.

Question 79

Social media sites are a wonderful place for consumers to deliver word-of-mouth messages about companies.

Question 80

A Corvette television advertisement showing an enraged driver racing wildly is an example of extreme advertising used to encourage young audiences to get involved in street car racing.