Advertising and Promotion Practice Questions
Course Introduction
Advertising and Promotion explores the strategic planning and execution of advertising and promotional campaigns within the context of integrated marketing communications. Students will learn the principles underlying effective message creation, media selection, budgeting, and evaluation of campaigns. The course covers both traditional and digital platforms, emphasizing how organizations use various promotional tools such as advertising, sales promotions, public relations, personal selling, and direct marketing to reach target audiences, build brand awareness, and influence consumer behavior. Ethical considerations and regulatory frameworks relevant to advertising and promotion are also examined.
Recommended Textbook
Advertising and Promotion An Integrated Marketing 5th Edition by George Belch
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18 Chapters
1396 Verified Questions
1396 Flashcards
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Page 2
Chapter 1: Integrated Marketing Communications
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71 Verified Questions
71 Flashcards
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Sample Questions
Q1) _____ is nonpersonal communication neither directly paid for nor run under identified sponsorship.
A) Advertising
B) Sales promotion
C) Publicity
D) Public relations
Answer: C
Q2) _____ is the management function that evaluates public attitudes,identifies the policies and procedures of an individual or organization with the public interest,and executes a program of action to earn public understanding and acceptance.
A) Publicity
B) Corporate affairs
C) Public relations
D) Sales promotion
Answer: C
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Page 3
Chapter 2: Organizing for IMC: Role of Agencies
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) A major reason why some companies choose to use an in-house agency is to:
A) maintain creative freshness
B) reduce advertising and promotions costs
C) better understand how advertising works
D) win advertising awards that will enhance the image of their brands
Answer: B
Q2) The Performance by Results system reflects three groups of performance measures.Which of the following is NOT one of those measures?
A) comparison to previous year's communication budget
B) marketing communication effectiveness
C) overall business performance
D) agency process evaluation
Answer: A
Q3) The ________ department coordinates all phases of production to see that the ads are completed on time.
A) media
B) production
C) art
D) traffic
Answer: D
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Chapter 3: Consumer Behaviour and Target Audience
Decisions
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) The Energizer bunny,the golden arches of McDonald's,and the Mr.Peanut character used by Planters' Peanuts are all examples of:
A) cues
B) persuaders
C) trigger points
D) mnemonics
Answer: D
Q2) Consumer behaviour is defined as:
A) conspicuous consumption
B) the process people engage in when searching, selecting, and using products and services that they need
C) the act of physically purchasing a product
D) the act of making a final decision as to which product to purchase
Answer: B
Q3) An example of functional benefit is:
A) the taste of a soft drink
B) the number of people you know who own the brand
C) the product photo in a magazine ad
D) the model number of a plasma TV
Answer: A
Page 5
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Chapter 4: Communication Response Models
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Sample Questions
Q1) The elaboration likelihood model (ELM)was developed to explain the process by which persuasive communications influence:
A) dissonance formation
B) attributions
C) attitudes
D) group norms
Q2) Inez and Troy were just strolling through the mall when they saw a mattress with adjustable levels of firmness in a store window.Once they became aware that such a product existed,they were eager to talk to a salesperson and learn more about the mattresses.After talking to the salesperson for thirty minutes,Inez and Troy realized they wanted to own one.They used their credit card to order a mattress and to pay for its delivery to their home.In terms of the models of response process,Inez and Troy have just gone through the stages in the _____ model.
A) hierarchy of effects
B) AIDA
C) learning
D) adoption response
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6
Chapter 5: Objectives for the IMC Plan
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62 Flashcards
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Sample Questions
Q1) For which of the following advertising communication tasks should the specified time period required be the longest?
A) Repositioning a brand
B) Increasing brand awareness levels
C) Creating knowledge regarding a brand attribute
D) Increasing knowledge levels about a brand attribute
Q2) Marketers may have a __________ objective when communicating with their current customers who have previously purchased the brand and have the product in their home or work.
A) brand-switching
B) purchase-related
C) category trial
D) repeat-consumption
Q3) Before setting objectives for advertising and promotion,an organization should:
A) conduct a situation analysis to identify marketing and promotional issues facing the firm
B) conduct surveys to develop the media objectives
C) develop creative objectives
D) develop communication goals
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Page 7
Chapter 6: Brand Positioning Strategy Decisions
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Sample Questions
Q1) ________ motives are based on the product providing a positive experience via one of the five senses.
A) Incomplete satisfaction
B) Sensory gratification
C) Social approval
D) Normal depletion
Q2) Which of the following is NOT a good example of a specific competitive space within a broader product category?
A) Chocolate bars within the chocolate category.
B) Anti-dandruff shampoos within the shampoo category.
C) Sport coupés within the camping category.
D) Windows Surface vs. iPads within the personal computer category.
Q3) Brand position diagrams should show a comparison of competing brands on the basis of ________
A) consumers' salient beliefs.
B) consumers' aspirations.
C) previous response to advertising.
D) salient attributes.
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8
Chapter 7: Creative Strategy Decisions
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) Dara is the creative director for the Wise-Humphrey advertising agency.She spends an hour every morning reading publications such as Marketing Magazine,Strategy,and The National Post to gain a better understanding of what is happening in the world of marketing and advertising.This activity can be characterized as:
A) general preplanning input
B) product specific preplanning input
C) verification research
D) problem detection research
Q2) Some marketers avoid the use of humour in their advertising because:
A) humour can draw attention away from the product
B) effective humour is difficult to produce
C) humour can put the consumer in a good mood and increase liking of the ad
D) humour compels the receiver to engage in counterarguing
Q3) _______ appeals are often used for brands with a small market share.
A) Feature
B) Emotional
C) Comparative
D) Reminder
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9
Chapter 8: Creative Tactics Decisions
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82 Flashcards
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Sample Questions
Q1) _____ is an advertising execution technique whereby the focus is on using excitement and suspense to tell a short story with the product as the star of the ad.
A) Slice-of-life
B) Animation
C) Dramatization
D) Imagery
Q2) Advertisements for M&M candy featuring various colours of the candy taking on human personifications are examples of which type of creative execution?
A) Dramatization
B) Testimonial
C) Animation
D) Straight-sell
Q3) On a cost-per-minute basis,____ messages are the most expensive messages to produce.
A) video
B) audio
C) celebrity
D) print
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Chapter 9: Measuring the Effectiveness of the Promotional Message
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Sample Questions
Q1) An advantage offered by field test measures is:
A) greater control of noise
B) more realistic testing conditions
C) avoidance of potential sabotage
D) the ability to isolate the causes of the viewers' evaluations
Q2) Sometimes,participants rate an ad as good on all characteristics because they like a few characteristics and overlook specific weaknesses.This is called:
A) prejudice
B) bias
C) distortion
D) halo effect
Q3) The portfolio test for ads assumes that:
A) the ad that yields the highest recall is the most effective
B) reliability and validity are the most important part of the testing process
C) the consumer will closely scrutinize all ads that he or she sees
D) field and laboratory tests produce the same results
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11
Chapter 10: Media Planning and Budgeting for IMC
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Sample Questions
Q1) The Globe & Mail,Maclean's,and The National Post are all examples of:
A) media strategies
B) distribution channels
C) media vehicles
D) communications decoders
Q2) Which of the following is NOT an advantage inherent in the flighting method of schedule advertising?
A) Cost efficiency
B) Extra strength during "on" periods
C) Continuous target coverage
D) Ability to include more than one advertising vehicle
Q3) Which scheduling method would be inappropriate for the product named?
A) Spring-blooming bulbs-continuous
B) Soft drinks-pulsing
C) Snow blower-flighting
D) Accounting services-flighting
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Chapter 11: Broadcast Media
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77 Verified Questions
77 Flashcards
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Sample Questions
Q1) When the images of a television commercial are implanted into a radio spot this is known as:
A) positioning
B) image transfer
C) visualization
D) narrowcasting
Q2) There are approximately 6 million television households in Canada.During a "Hockey Night in Canada" broadcast,50 percent of the households had their television sets turned on and 1 million were watching the Montreal Canadiens versus the Toronto Maple Leafs hockey game on CBC.The share of audience for the game would be:
A) 23
B) 33
C) 43
D) cannot be determined from information given
Q3) BBM Canada provides information on radio listenership using a _____ method.
A) people meter
B) people meter method and a diary
C) computer
D) telephone feedback
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Page 13
Chapter 12: Print Media
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88 Flashcards
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Sample Questions
Q1) Which of the following is an example of a trade journal?
A) Maxim
B) Maclean's
C) Chatelaine
D) Canadian Grocer
Q2) A company that manufactures ski boots might prefer to advertise in specialized publications such as Ski or Skiing rather than general interest magazines and sports magazines such as Sports Illustrated because of:
A) the broader reach of the specialized publications
B) the greater audience selectivity of the specialized publications
C) fewer ads and less clutter in the specialized publications
D) the creative flexibility available in specialized magazines and not available in more general-interest publications
Q3) _____ will find newspapers very inefficient because of the wasted circulation.
A) Fishing rod manufacturers
B) Supermarkets
C) Home electronics retailers
D) Hotels
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14
Chapter 13: Out-Of-Home and Support Media
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Sample Questions
Q1) It is very difficult for movie theatre audiences to physically avoid the _____ through some form of zipping and zapping.
A) product placement
B) sales promotion
C) publicity
D) TV exposure
Q2) Which of the following is NOT an advantage associated with transit advertising?
A) long exposure time for interior transit cards
B) high frequency of exposure
C) high absolute and relative costs
D) geographic selectivity
Q3) Which of the following forms of support media has a low degree of waste coverage?
A) transit advertising
B) outdoor advertising
C) promotional products marketing
D) mobile billboards
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15
Chapter 14: Sales Promotion
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146 Flashcards
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Sample Questions
Q1) An advantage of coupons is that they:
A) build brand loyalty
B) generally elicit immediate response from consumers
C) are very effective even without brand name awareness
D) allow a marketer to offer a price reduction to consumers who are price sensitive without having to reduce the price for everyone
Q2) _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials.
A) Vertical cooperative advertising
B) Ingredient-sponsored cooperative advertising
C) Horizontal cooperative advertising
D) Support advertising
Q3) Which of the following sales promotion techniques would be most effective for generating excitement or interest in a brand?
A) Coupons
B) Price-off deals
C) Bonus packs
D) Contests/sweepstakes
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16
Chapter 15: Public Relations
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Sample Questions
Q1) Each of the following is a strength of event sponsorship EXCEPT:
A) Effective IMC programs can be built around them at the local, regional or national level.
B) The brand can be positioned to a well-defined target audience.
C) Sponsorship of an event that interests the brand's target consumer can help form emotional attachments to the brand.
D) Many marketers need evidence that event sponsorship is effective and a good return on their investment.
Q2) Marketing public relations activities are less likely to be used in the following ways:
A) providing information to opinion leaders
B) building brand preference
C) creating news about a new advertising campaign
D) defending products at risk with a message of reassurance
Q3) The new role of public relations is one characterized by:
A) less of a communication role
B) less of a marketing orientation
C) a tighter, more tightly defined role
D) a broader, more marketing-oriented role
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Chapter 16: Direct Marketing
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53 Verified Questions
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Sample Questions
Q1) An RFM scoring method is often used to measure the effectiveness of a database.RFM stands for:
A) rebates, free premiums, and multiple purchases engaged in by the consumer
B) recency, frequency, and monetary transactions between the company and the customer
C) rough, fine-tuned, maximized database updates
D) recent, fortnightly, monthly transactional data compiled
Q2) The lower cost of commercials on cable and satellite has led advertisers to a new form of advertising called ____.
A) direct-response television
B) split 30s
C) infomercials
D) 2 minute commercials
Q3) Advertisers can measure the relative effectiveness of a direct marketing campaign quickly by looking at the:
A) cost per thousand (CPM)
B) breakeven point
C) net sales
D) cost per order (CPO)
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Page 18
Chapter 17: Internet Media
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Sample Questions
Q1) The most significant media trend in recent years is:
A) the melding of sales promotion and advertising activities.
B) the consumer adoption of social media.
C) the incidence of multiple television sets in the majority of Canadian households.
D) video gaming.
Q2) ______ are ads that appear underneath the Web page and become visible only when the user leaves the site.
A) Pop-unders
B) Cookies
C) Interstitials
D) Pop-ups
Q3) The increased use of streaming video advertising messages is a direct result of:
A) the increased penetration of broadband into households.
B) the decreased readership of newspapers among young adults in Canada.
C) the decreased viewership of television shows across all age groups.
D) the fact that young viewers are looking for more exciting and engaging content.
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Chapter 18: Regulatory, Ethical, Social, and Economic Issues
for Imc
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53 Verified Questions
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Sample Questions
Q1) Which of the following expresses a valid conclusion about the truthfulness of advertising?
A) It can be difficult to determine if an ad is misleading consumers since deception is partly dependent on how a consumer perceives an advertising message.
B) Even though most advertisers intend to deliberately mislead consumers, they often present only information that is favourable to their position.
C) Many critics of advertising feel that advertising should include puffery or embellished messages.
D) Many critics of advertising do not believe that advertising can or should be informative.
Q2) _____ are moral principles and values that govern the actions and decisions of an individual or group.
A) Regulations
B) Guidelines
C) Ethics
D) Social criticisms
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