Question 1

All of the following steps are part of the planning process used to develop an organization's advertising program EXCEPT:

Accepted Answer

A) identify the target audience. 
B) specify the advertising objectives. 
C) set the advertising budget. 
D) pretest the advertising. 
A) identify the target audience. 
B) specify the advertising objectives. 
C) set the advertising budget. 
D) pretest the advertising.

Question 2

Which form of advertising is the most dominant in the industry?

Accepted Answer

A) television 
B) newspapers 
C) Internet 
D) direct mail 
A) television 
B) newspapers 
C) Internet 
D) direct mail

Question 3

CSI: Miami,a detective-based crime solving show has their detectives walking around with Samsung tablets to capture pictures of the crime scene.This is an example of:

Accepted Answer

A) a product deal. 
B) a product premium. 
C) a product sample. 
D) a product placement. 
A) a product deal. 
B) a product premium. 
C) a product sample. 
D) a product placement.

Question 4

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as:

Accepted Answer

A) Gross rating points 
B) Reception rate 
C) Target audience reach 
D) Rating 
A) Gross rating points 
B) Reception rate 
C) Target audience reach 
D) Rating

Question 5

Which of the following statements about inquiry tests is true?

Accepted Answer

A) With inquiry test, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. 
B) With inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
C) Inquiry tests involve studies such as controlled experiments and consumer purchase tests. 
D) In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favourable attitude toward the product advertise 
A) With inquiry test, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. 
B) With inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
C) Inquiry tests involve studies such as controlled experiments and consumer purchase tests. 
D) In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favourable attitude toward the product advertise

Question 6

The province of British Columbia in conjunction with the BC Fruit Growers Association developed the "School Fruit and Vegetable Nutrition" campaign to show the benefits of fruits and vegetables.The goal of these ads is to increase demand for fruits and vegetables as they compete with other less healthy alternatives.This is an example of a __________ advertisement.

Accepted Answer

A) competitive institutional 
B) competitive product 
C) product advocacy 
D) pioneering product 
A) competitive institutional 
B) competitive product 
C) product advocacy 
D) pioneering product

Question 7

Sampling is an appropriate strategy for which type of products?

Accepted Answer

A) products which are classified as shopping goods 
B) products in the decline stage of their product life cycle 
C) commodity products like salt, sugar, and baking soda 
D) products which are perishable 
A) products which are classified as shopping goods 
B) products in the decline stage of their product life cycle 
C) commodity products like salt, sugar, and baking soda 
D) products which are perishable

Question 8

MojoMax Health,a maker of an all-natural recovery product,sends their founder to Goodness Me! to discuss with the floor staff how best the product should be sold.This is an example of:

Accepted Answer

A) trade-oriented sales promotions. 
B) consumer promotions. 
C) manufacturers' promotions. 
D) sales promotions. 
A) trade-oriented sales promotions. 
B) consumer promotions. 
C) manufacturers' promotions. 
D) sales promotions.

Question 9

Outdoor billboard advertising is becoming more advanced.For example,a tourism advertisement for Nova Scotia installed a replica lighthouse downtown Toronto and allowed users to:

Accepted Answer

A) tune their radio to hear ocean sounds 
B) climb to the top and view Yonge Street 
C) control the lighthouse's light with their smartphones 
D) watch a video of the ocean on their phone 
A) tune their radio to hear ocean sounds 
B) climb to the top and view Yonge Street 
C) control the lighthouse's light with their smartphones 
D) watch a video of the ocean on their phone

Question 10

Describe how advanced electronics such as NFC,QR codes,and mobile advertising will impact the advertising industry.

Accepted Answer

Advanced electronics such as NFC, QR cod

Question 11

What are the differences between merchandise allowances,case allowances,and finance allowances?

Accepted Answer

The answer of What are the differences between merchandise allowances,case...

Question 12

Describe the objectives of institutional advertising.List and briefly define the four forms of institutional advertising.

Accepted Answer

The answer of Describe the objectives of institutional advertising.List and...

Question 13

What is the difference between a coupon and a deal?

Accepted Answer

The answer of What is the difference between a coupon...

Question 14

Canada Goose used the picture of Kate Upton,a model who appeared on the cover of Sports Illustrated Swimsuit edition wearing a Canada Goose Parka,as part of an online advertising campaign.Which strategy were they using?

Accepted Answer

A) rhetorical appeals 
B) logical appeals 
C) humorous appeals 
D) sex appeals 
A) rhetorical appeals 
B) logical appeals 
C) humorous appeals 
D) sex appeals

Question 15

An individual enters a website page and it starts loading.A bid request is sent out by the website publisher to potential advertisers saying "there is a 30-year-old French-Canadian male living in Montreal looking for airline tickets to Paris.How much are you willing to bid for being the only advertiser on this page?" Within milliseconds,the website publisher receives bids from different advertisers.The website publisher then analyzes who the highest bidder is and the winner is alerted and allowed to place the ad.This example leverages which concept?

Accepted Answer

A) real-time bidding (RT
B)  
B) fast-result bidding (FR
B)  
C) personalized bidding responses (PBR) 
D) customized bidding response (CBR) 
A) real-time bidding (RT
B)  
B) fast-result bidding (FR
B)  
C) personalized bidding responses (PBR) 
D) customized bidding response (CBR)

Question 16

The frequent appearance of the Sears Wish Book Catalogue on the Corner Gas TV show is an example of:

Accepted Answer

A) a product deal. 
B) a product premium. 
C) a product sample. 
D) a product placement. 
A) a product deal. 
B) a product premium. 
C) a product sample. 
D) a product placement.

Question 17

What are the two conflicting goals advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Accepted Answer

The answer of What are the two conflicting goals advertisers...

Question 18

The purpose of an advocacy advertisement is to:

Accepted Answer

A) promote a specific brand's features and benefits. 
B) tell people what a company is, what it can do, and where it is located. 
C) state the position of a company on an issue. 
D) reinforce previous knowledge of a product. 
A) promote a specific brand's features and benefits. 
B) tell people what a company is, what it can do, and where it is located. 
C) state the position of a company on an issue. 
D) reinforce previous knowledge of a product.

Question 19

The testimonial type ads for carbon dioxide detectors feature parents who are discussing the dangers of carbon monoxide poisoning.In many of the ads,the homeowners tell the target audience how disaster can be averted by purchasing and using the advertised product.Such advertisements are using:

Accepted Answer

A) fear appeals. 
B) sex appeals. 
C) humorous appeals. 
D) family appeals. 
A) fear appeals. 
B) sex appeals. 
C) humorous appeals. 
D) family appeals.

Question 20

The "Got Milk?" ad below is an example of which type of advertising?

Accepted Answer

A) reminder institutional 
B) competitive institutional 
C) pioneering institutional 
D) product advocacy 
A) reminder institutional 
B) competitive institutional 
C) pioneering institutional 
D) product advocacy

All of the following steps are part of the planning process used to develop an organization's advertising program EXCEPT:

Which form of advertising is the most dominant in the industry?

CSI: Miami,a detective-based crime solving show has their detectives walking around with Samsung tablets to capture pictures of the crime scene.This is an example of:

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as:

Which of the following statements about inquiry tests is true?

Sampling is an appropriate strategy for which type of products?

MojoMax Health,a maker of an all-natural recovery product,sends their founder to Goodness Me! to discuss with the floor staff how best the product should be sold.This is an example of:

Outdoor billboard advertising is becoming more advanced.For example,a tourism advertisement for Nova Scotia installed a replica lighthouse downtown Toronto and allowed users to:

Describe how advanced electronics such as NFC,QR codes,and mobile advertising will impact the advertising industry.

What are the differences between merchandise allowances,case allowances,and finance allowances?

Describe the objectives of institutional advertising.List and briefly define the four forms of institutional advertising.

What is the difference between a coupon and a deal?

Canada Goose used the picture of Kate Upton,a model who appeared on the cover of Sports Illustrated Swimsuit edition wearing a Canada Goose Parka,as part of an online advertising campaign.Which strategy were they using?

The frequent appearance of the Sears Wish Book Catalogue on the Corner Gas TV show is an example of:

What are the two conflicting goals advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

The purpose of an advocacy advertisement is to:

The testimonial type ads for carbon dioxide detectors feature parents who are discussing the dangers of carbon monoxide poisoning.In many of the ads,the homeowners tell the target audience how disaster can be averted by purchasing and using the advertised product.Such advertisements are using:

The "Got Milk?" ad below is an example of which type of advertising?

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters

Exam 17: Advertising, Sales Promotion, and Public Relations

All of the following steps are part of the planning process used to develop an organization's advertising program EXCEPT:

Which form of advertising is the most dominant in the industry?

CSI: Miami,a detective-based crime solving show has their detectives walking around with Samsung tablets to capture pictures of the crime scene.This is an example of:

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as:

Which of the following statements about inquiry tests is true?

Sampling is an appropriate strategy for which type of products?

MojoMax Health,a maker of an all-natural recovery product,sends their founder to Goodness Me! to discuss with the floor staff how best the product should be sold.This is an example of:

Outdoor billboard advertising is becoming more advanced.For example,a tourism advertisement for Nova Scotia installed a replica lighthouse downtown Toronto and allowed users to:

Describe how advanced electronics such as NFC,QR codes,and mobile advertising will impact the advertising industry.

What are the differences between merchandise allowances,case allowances,and finance allowances?

Describe the objectives of institutional advertising.List and briefly define the four forms of institutional advertising.

What is the difference between a coupon and a deal?

Canada Goose used the picture of Kate Upton,a model who appeared on the cover of Sports Illustrated Swimsuit edition wearing a Canada Goose Parka,as part of an online advertising campaign.Which strategy were they using?

The frequent appearance of the Sears Wish Book Catalogue on the Corner Gas TV show is an example of:

What are the two conflicting goals advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

The purpose of an advocacy advertisement is to:

The testimonial type ads for carbon dioxide detectors feature parents who are discussing the dangers of carbon monoxide poisoning.In many of the ads,the homeowners tell the target audience how disaster can be averted by purchasing and using the advertised product.Such advertisements are using:

The "Got Milk?" ad below is an example of which type of advertising?

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters