Question 1

A food manufacturer falsely claiming its products are organic comes under the scrutiny of Advertising Standards Canada.

Accepted Answer

A) True 
 B)False  True

Question 2

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

Accepted Answer

A) True 
 B)False  True

Question 3

Molson's Beer Fridge Campaign created curiosity with their patriotic beer fridge placed in selected locations around the world. This campaign resulted in

Accepted Answer

A)  significant increases in Molson beer purchases by affluent baby boomers 
B)  $50 million of free press coverage in Canada and abroad 
C)  higher Molson beer exports to developing countries 
D)  a net loss in return on investment 
A)  significant increases in Molson beer purchases by affluent baby boomers 
B)  $50 million of free press coverage in Canada and abroad 
C)  higher Molson beer exports to developing countries 
D)  a net loss in return on investment B

Question 4

Event Marketing and Sponsorship is considered a growth area of marketing communications. Discuss the benefits of these IMC activities.

Accepted Answer

Similar to public relations, event marke

Question 5

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

Accepted Answer

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 
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

Communications that allow consumers to order directly is referred to as

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

How do product demand and the product life cycle influence the decision to invest in advertising?

Accepted Answer

In the introductory and growth

Question 9

Consumer advertising is designed to

Accepted Answer

A)  reduce brand awareness of competitors 
B)  increase perceived value by target audiences 
C)  elicit a purchase response from consumers 
D)  support a cause related campaign 
A)  reduce brand awareness of competitors 
B)  increase perceived value by target audiences 
C)  elicit a purchase response from consumers 
D)  support a cause related campaign

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

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

Question 12

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

Accepted Answer

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

Question 13

What changes in consumer behavior will make delivery of advertising messages more challenging in the future?

Accepted Answer

Although consumers still watch conventio

Question 14

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?

Accepted Answer

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

Question 15

Advertising messages focus on the unique selling features of the product and the benefits that the customer will derive from them.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

The United Way's campaign about helping the homeless dramatically depicts the nature of the problem while encouraging the public to find a solution. What form of advertising is this and what is its primary objective?

Accepted Answer

This is an example of advocacy advertisi

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Bell Canada's "Let's Talk" program on Let's Talk Day donates 5 cents for every text or long distance call made by Bell customers. This is an example of

Accepted Answer

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

Question 20

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

Accepted Answer

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

A food manufacturer falsely claiming its products are organic comes under the scrutiny of Advertising Standards Canada.

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

Molson's Beer Fridge Campaign created curiosity with their patriotic beer fridge placed in selected locations around the world. This campaign resulted in

Event Marketing and Sponsorship is considered a growth area of marketing communications. Discuss the benefits of these IMC activities.

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

Communications that allow consumers to order directly is referred to as

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

How do product demand and the product life cycle influence the decision to invest in advertising?

Consumer advertising is designed to

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

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

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

What changes in consumer behavior will make delivery of advertising messages more challenging in the future?

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?

Advertising messages focus on the unique selling features of the product and the benefits that the customer will derive from them.

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

The United Way's campaign about helping the homeless dramatically depicts the nature of the problem while encouraging the public to find a solution. What form of advertising is this and what is its primary objective?

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

Bell Canada's "Let's Talk" program on Let's Talk Day donates 5 cents for every text or long distance call made by Bell customers. This is an example of

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

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters

Exam 1: Advertising in a Marketing Communications Environment

A food manufacturer falsely claiming its products are organic comes under the scrutiny of Advertising Standards Canada.

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

Molson's Beer Fridge Campaign created curiosity with their patriotic beer fridge placed in selected locations around the world. This campaign resulted in

Event Marketing and Sponsorship is considered a growth area of marketing communications. Discuss the benefits of these IMC activities.

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

Communications that allow consumers to order directly is referred to as

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

How do product demand and the product life cycle influence the decision to invest in advertising?

Consumer advertising is designed to

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

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

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

What changes in consumer behavior will make delivery of advertising messages more challenging in the future?

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?

Advertising messages focus on the unique selling features of the product and the benefits that the customer will derive from them.

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

The United Way's campaign about helping the homeless dramatically depicts the nature of the problem while encouraging the public to find a solution. What form of advertising is this and what is its primary objective?

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

Bell Canada's "Let's Talk" program on Let's Talk Day donates 5 cents for every text or long distance call made by Bell customers. This is an example of

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

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters