Question 1

The primary job of personal selling is to

Accepted Answer

A)  make a sale 
B)  support an event 
C)  encourage volume or seasonal buying 
D)  generate free publicity 
E)  stimulate awareness of a product 
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 2

The biggest problem with experiential marketing is that it is impersonal.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

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

Question 4

Advertising in Canada is big business! In 2014, the amount spent was $114.0 billion.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

A common complaint about advertising is

Accepted Answer

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 
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 7

In terms of integrated marketing communications, all elements should

Accepted Answer

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 
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 8

Sales promotion is long term in scope.

Accepted Answer

A) True 
 B)False

Question 9

Why is it imperative that a brand meets consumer expectations?

Accepted Answer

It is imperative that the brand meet con

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Why is it so important for a product to live up to the promise advertising makes?

Accepted Answer

Advertising messages focus on the unique

Question 13

Alpine Gum offered consumers a significant benefit over its competitor Hall's lozenges: its medicinal properties last 20 minutes compared to only seven or eight minutes for a lozenge. Discuss Alpine's advantage and how it contributed to its advertising campaign.

Accepted Answer

The most common way to show advantage is

Question 14

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.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

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 
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 16

Should the success of an advertising campaign be measured strictly in terms of product sales? Why or why not?

Accepted Answer

Such measurement is misleading, as there

Question 17

Advertising makes products appear better than they actually are.

Accepted Answer

A) True 
 B)False

Question 18

Describe how Molson Coors Canada increased the impact of its advertising campaign by combining it with social media.

Accepted Answer

Before the advertising campaign for Mols

Question 19

Identify and briefly explain the differences between trade and industrial advertising.

Accepted Answer

Trade advertising is conducted by manufa

Question 20

Define direct-response communications. Provide a recent example.

Accepted Answer

Direct-response communications is a form

The primary job of personal selling is to

The biggest problem with experiential marketing is that it is impersonal.

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

Advertising in Canada is big business! In 2014, the amount spent was $114.0 billion.

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

A common complaint about advertising is

In terms of integrated marketing communications, all elements should

Sales promotion is long term in scope.

Why is it imperative that a brand meets consumer expectations?

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

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

Why is it so important for a product to live up to the promise advertising makes?

Alpine Gum offered consumers a significant benefit over its competitor Hall's lozenges: its medicinal properties last 20 minutes compared to only seven or eight minutes for a lozenge. Discuss Alpine's advantage and how it contributed to its advertising campaign.

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.

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

Should the success of an advertising campaign be measured strictly in terms of product sales? Why or why not?

Advertising makes products appear better than they actually are.

Describe how Molson Coors Canada increased the impact of its advertising campaign by combining it with social media.

Identify and briefly explain the differences between trade and industrial advertising.

Define direct-response communications. Provide a recent example.

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

The primary job of personal selling is to

The biggest problem with experiential marketing is that it is impersonal.

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

Advertising in Canada is big business! In 2014, the amount spent was $114.0 billion.

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

A common complaint about advertising is

In terms of integrated marketing communications, all elements should

Sales promotion is long term in scope.

Why is it imperative that a brand meets consumer expectations?

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

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

Why is it so important for a product to live up to the promise advertising makes?

Alpine Gum offered consumers a significant benefit over its competitor Hall's lozenges: its medicinal properties last 20 minutes compared to only seven or eight minutes for a lozenge. Discuss Alpine's advantage and how it contributed to its advertising campaign.

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.

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

Should the success of an advertising campaign be measured strictly in terms of product sales? Why or why not?

Advertising makes products appear better than they actually are.

Describe how Molson Coors Canada increased the impact of its advertising campaign by combining it with social media.

Identify and briefly explain the differences between trade and industrial advertising.

Define direct-response communications. Provide a recent example.

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