Question 1

Approximately how much do the world's leading advertisers each spend annually on advertising?

Accepted Answer

A)  $1 billion 
B)  $2 billion 
C)  $32 billion 
D)  $4 billion 
A)  $1 billion 
B)  $2 billion 
C)  $32 billion 
D)  $4 billion

Question 2

Marketing research plays an important role in the advertising process from start to finish.

Accepted Answer

A) True 
 B)False

Question 3

The top three advertisers in the world are Procter & Gamble, Unilever, and L'Oreal.

Accepted Answer

A) True 
 B)False

Question 4

What is the technique for assessing how well a particular medium delivers an advertiser's message known as?

Accepted Answer

A)  message research 
B)  media research 
C)  copy coverage research 
D)  effectiveness assessment 
A)  message research 
B)  media research 
C)  copy coverage research 
D)  effectiveness assessment

Question 5

Sam watches an ad on TV for a new Sony flat-screen television.This ad is an example of product advertising.

Accepted Answer

A) True 
 B)False

Question 6

Click-throughs measure the number of times a viewer sees an ad.

Accepted Answer

A) True 
 B)False

Question 7

In Canada, the Competition Act regulates deceptive ads relating to pricing.

Accepted Answer

A) True 
 B)False

Question 8

Consumer attitude toward junk mail has vastly improved in recent years.

Accepted Answer

A) True 
 B)False

Question 9

Assume Purolator offers a new service that allows home computer users to pay shipping charges and print shipping labels at home.Purolator advertises the new service on TV and in magazines.What are these ads examples of?

Accepted Answer

A)  product advertising 
B)  institutional advertising 
C)  reminder advertising 
D)  persuasive advertising 
A)  product advertising 
B)  institutional advertising 
C)  reminder advertising 
D)  persuasive advertising

Question 10

Reminder advertising is designed to keep a marketer's name or product in front of the target market, and is often used in the introductory stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 11

Multiplying an advertisement's reach by its frequency yields a figure describing the total weight of a media effort called the campaign's "gross rating point."

Accepted Answer

A) True 
 B)False

Question 12

Best Buy is advertising a specific brand of GPS car navigational system as a present for the holiday season.The television ad benefits both companies.What type of advertising is this an example of?

Accepted Answer

A)  informative 
B)  cooperative 
C)  institutional 
D)  retail 
A)  informative 
B)  cooperative 
C)  institutional 
D)  retail

Question 13

The objective of media selection is to reach the target audience without advertising beyond the identifiable limits of the potential market.

Accepted Answer

A) True 
 B)False

Question 14

The use of celebrities can improve product recognition and reduce the impact of advertising clutter.

Accepted Answer

A) True 
 B)False

Question 15

The emergence of the marketing concept, emphasizing integrated relationships, has essentially eliminated the need for integrated marketing communications.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following types of ads typically loses its effectiveness the soonest?

Accepted Answer

A)  fear 
B)  sex 
C)  humour 
D)  objective facts 
A)  fear 
B)  sex 
C)  humour 
D)  objective facts

Question 17

Split runs allow advertisers to test two or more ads at the same time by placing different versions in newspapers and magazines.

Accepted Answer

A) True 
 B)False

Question 18

Why would an airline reduce advertising during peak travel periods and boost its media schedule during slower travel months?

Accepted Answer

A)  because of repurchase cycles 
B)  because of seasonal sales patterns 
C)  because of frequency goals 
D)  because of competitors' activities 
A)  because of repurchase cycles 
B)  because of seasonal sales patterns 
C)  because of frequency goals 
D)  because of competitors' activities

Question 19

Post-testing can be helpful in adjusting current advertising programs.

Accepted Answer

A) True 
 B)False

Question 20

The Canadian Cancer Society runs ads in major magazines promoting its mission and successes.What are these ads examples of?

Accepted Answer

A)  product advertising 
B)  reminder advertising 
C)  institutional advertising 
D)  persuasive advertising 
A)  product advertising 
B)  reminder advertising 
C)  institutional advertising 
D)  persuasive advertising

Approximately how much do the world's leading advertisers each spend annually on advertising?

Marketing research plays an important role in the advertising process from start to finish.

The top three advertisers in the world are Procter & Gamble, Unilever, and L'Oreal.

What is the technique for assessing how well a particular medium delivers an advertiser's message known as?

Sam watches an ad on TV for a new Sony flat-screen television.This ad is an example of product advertising.

Click-throughs measure the number of times a viewer sees an ad.

In Canada, the Competition Act regulates deceptive ads relating to pricing.

Consumer attitude toward junk mail has vastly improved in recent years.

Assume Purolator offers a new service that allows home computer users to pay shipping charges and print shipping labels at home.Purolator advertises the new service on TV and in magazines.What are these ads examples of?

Reminder advertising is designed to keep a marketer's name or product in front of the target market, and is often used in the introductory stage of the product life cycle.

Multiplying an advertisement's reach by its frequency yields a figure describing the total weight of a media effort called the campaign's "gross rating point."

Best Buy is advertising a specific brand of GPS car navigational system as a present for the holiday season.The television ad benefits both companies.What type of advertising is this an example of?

The objective of media selection is to reach the target audience without advertising beyond the identifiable limits of the potential market.

The use of celebrities can improve product recognition and reduce the impact of advertising clutter.

The emergence of the marketing concept, emphasizing integrated relationships, has essentially eliminated the need for integrated marketing communications.

Which of the following types of ads typically loses its effectiveness the soonest?

Split runs allow advertisers to test two or more ads at the same time by placing different versions in newspapers and magazines.

Why would an airline reduce advertising during peak travel periods and boost its media schedule during slower travel months?

Post-testing can be helpful in adjusting current advertising programs.

The Canadian Cancer Society runs ads in major magazines promoting its mission and successes.What are these ads examples of?

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Consumer Behaviour

Business-to-Business (B2B) Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Market Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers Wholesalers and Direct Marketers

Integrated Marketing Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

TB Boone 3Ce final

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Exam 14: Advertising and Digital Communications

Approximately how much do the world's leading advertisers each spend annually on advertising?

Marketing research plays an important role in the advertising process from start to finish.

The top three advertisers in the world are Procter & Gamble, Unilever, and L'Oreal.

What is the technique for assessing how well a particular medium delivers an advertiser's message known as?

Sam watches an ad on TV for a new Sony flat-screen television.This ad is an example of product advertising.

Click-throughs measure the number of times a viewer sees an ad.

In Canada, the Competition Act regulates deceptive ads relating to pricing.

Consumer attitude toward junk mail has vastly improved in recent years.

Assume Purolator offers a new service that allows home computer users to pay shipping charges and print shipping labels at home.Purolator advertises the new service on TV and in magazines.What are these ads examples of?

Reminder advertising is designed to keep a marketer's name or product in front of the target market, and is often used in the introductory stage of the product life cycle.

Multiplying an advertisement's reach by its frequency yields a figure describing the total weight of a media effort called the campaign's "gross rating point."

Best Buy is advertising a specific brand of GPS car navigational system as a present for the holiday season.The television ad benefits both companies.What type of advertising is this an example of?

The objective of media selection is to reach the target audience without advertising beyond the identifiable limits of the potential market.

The use of celebrities can improve product recognition and reduce the impact of advertising clutter.

The emergence of the marketing concept, emphasizing integrated relationships, has essentially eliminated the need for integrated marketing communications.

Which of the following types of ads typically loses its effectiveness the soonest?

Split runs allow advertisers to test two or more ads at the same time by placing different versions in newspapers and magazines.

Why would an airline reduce advertising during peak travel periods and boost its media schedule during slower travel months?

Post-testing can be helpful in adjusting current advertising programs.

The Canadian Cancer Society runs ads in major magazines promoting its mission and successes.What are these ads examples of?

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Consumer Behaviour

Business-to-Business (B2B) Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Market Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers Wholesalers and Direct Marketers

Integrated Marketing Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

TB Boone 3Ce final

Filters