Advertising Campaigns
Midterm Exam
Course Introduction
This course delves into the strategic planning, creative development, and execution of advertising campaigns across traditional and digital media platforms. Students will learn to identify target audiences, craft compelling messages, select appropriate media channels, and measure campaign effectiveness. By working on real-world case studies and group projects, learners gain hands-on experience in developing integrated advertising campaigns that align with brand objectives and deliver measurable results. The course emphasizes teamwork, creativity, and analytical thinking, preparing students for careers in advertising, marketing, or media management.
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) Marketing Magazine recognized this fast food chain as Marketer of the Year for 2012:
A) McDonald's Canada
B) Tim Hortons
C) Starbucks
D) Thai Express
Answer: A
Q2) A firm can have an excellent product at a great price,but it will be of little value unless it's available where the consumer wants it and when the consumer wants it.The statement above refers to:
A) product decisions.
B) price decisions.
C) distribution decisions.
D) positioning decisions.
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) The brand manager for Carnation Evaporated Milk wishes to run a holiday cookie contest to find consumers' best recipes.The creator of the best recipe will win a trip to Paris,France.Most likely,Carnation will hire a(n)________ to plan and execute the campaign.
A) public relations firm
B) advertising agency
C) sales promotion agency
D) contest house
Answer: C
Q2) Which of the following is NOT a valid criticism of the commission compensation system for an ad agency?
A) It is difficult to administer.
B) In periods of media cost inflation, the agency is disproportionately rewarded.
C) There is an incentive to avoid noncommissionable media.
D) Media costs do not relate directly to effort or expertise expended by agencies.
Answer: A
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4
Chapter 3: Consumer Behaviour and Target Audience
Decisions
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) _____ refer to specific events or outcomes that consumers experience when a product or service is purchased and/or consumed.
A) Evaluative criteria
B) Attribute assignments
C) Dissonance motives
D) Consequences
Answer: D
Q2) _____ divides a market on the basis of lifestyles.
A) Leisure marketing
B) Psychographic segmentation
C) Benefit segmentation
D) Behaviouristic segmentation
Answer: B
Q3) Symbols,rhymes,association,and images that assist in the learning and memory processes are known as:
A) cues
B) mnemonics
C) trigger points
D) persuaders
Answer: B
Page 5
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Chapter 4: Communication Response Models
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92 Verified Questions
92 Flashcards
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Sample Questions
Q1) When marketers develop an advertising message,one of their primary goals is to encode the message:
A) in a way that makes its message unique to each individual who is exposed to the ad
B) so that it can only be understood by members of the target audience
C) so that it will be understood and interpreted in a similar way by most consumers
D) using nonverbal communication so as to eliminate problems with connotations and jargon
Q2) Loblaws supermarkets buy an insert to go into Saturday's Toronto Star.The newspaper is read by over 100,000 people.The newspaper is an example of a(n)_____ channel of communication.
A) individualized
B) direct-response
C) nonpersonal
D) direct response
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6
Chapter 5: Objectives for the IMC Plan
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62 Verified Questions
62 Flashcards
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Sample Questions
Q1) Successful communications objectives must be measurable,time specific,have benchmark measures and:
A) a specific market share goal
B) be convincing to the sales force
C) a well-defined target market
D) be different than the previous year's objectives
Q2) The information processing model may be an effective framework for setting objectives and:
A) determining whether consumers will follow through on their intended purchases
B) allocating the advertising budget appropriately
C) evaluating the effects of a promotional campaign
D) researching consumer needs
Q3) Under the DAGMAR approach,the communication task is based on the hierarchical model ACCA,which stands for:
A) audience, customer, consumer, acquisition
B) awareness, consideration, cost, achievement
C) awareness, comprehension, conviction, action
D) advertise, create, consume, act
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Chapter 6: Brand Positioning Strategy Decisions
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59 Verified Questions
59 Flashcards
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Sample Questions
Q1) Via Rail is in competition with the airlines and uses positioning by:
A) brand name
B) usage situation
C) product category
D) distribution intensity
Q2) Ads for gardening products in the spring and school supplies in the fall are examples of messages focusing on ________ motives.
A) mixed approach-avoidance
B) problem avoidance
C) social approval
D) normal depletion
Q3) Multiattribute models are used to guage consumer attitudes towards a brand and the importance of the brand's _______________ to the consumer's purchase decision.
A) name
B) benefits
C) sales
D) promises
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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) One way that a supermarket can make its ads seem more trustworthy is to:
A) use cartoon characters in humourous shopping experiences
B) hire attractive actors and actresses who look like people wished they looked
C) show customers talking about the supermarket on hidden cameras
D) use loud music or an unsettling colour combination
Q2) An ad campaign to convince people to stop smoking uses three teens bungee jumping off a bridge.When they reach the ground,each grabs a soda can,opens it,and takes a drink.As the third person takes a drink,the can explodes and kills him.The final screen reads,"No other product but tobacco kills every third consumer." This ad is using a _____ appeal.
A) comparative
B) humourous
C) fear
D) nonverbal
Q3) _____ is the ability to generate fresh,unique,and appropriate ideas that can be used as solutions to communication problems.
A) A unique selling plan (USP)
B) Promotional uniqueness
C) Positioning
D) Advertising creativity
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Chapter 8: Creative Tactics Decisions
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82 Verified Questions
82 Flashcards
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Sample Questions
Q1) _____ is a type of advertising execution style that involves creating a central character who can deliver the advertising message and with whom the product or service can be identified.
A) Demonstration
B) Testimonial
C) Personality symbol
D) Slice-of-life
Q2) "The ______ must be long enough to communicate the advertiser's message yet short enough to hold readers' interest"
A) headline
B) subhead
C) body copy
D) layout
Q3) During which stage of the commercial production process do cost estimating,casting,location selection,and selecting a director occur?
A) Preproduction
B) Production
C) Postproduction
D) Preparation
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Page 10
Chapter 9: Measuring the Effectiveness of the Promotional Message
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65 Verified Questions
65 Flashcards
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Sample Questions
Q1) The set of nine principles adopted by large advertising agencies to improve preparation and testing of ads is referred to as:
A) Positioning Advertising Copy Testing (PACT)
B) Post-Advertising Commercial Testing (PACT)
C) Promotional Advertising Content Testing (PACT)
D) Principles of Advertising Consumer Testing (PACT)
Q2) One example of a(n)________ is the number of coupons returned or phone calls generated from the print ad.
A) portfolio test
B) recognition test
C) inquiry test
D) Flesch test
Q3) A methodology in which viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye is called:
A) eye tracking
B) electrodermal response
C) pupil dilation
D) EEG
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Chapter 10: Media Planning and Budgeting for IMC
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) In terms of advertising,scheduling constant advertising without variation is referred to as:
A) flighting
B) continuity
C) geographical weighting
D) circulation
Q2) The primary objective of ______ is to develop a framework that will deliver the message to the target audience in the most efficient,cost-effective manner possible.
A) media planning
B) market segmentation
C) target marketing
D) organizational planning
Q3) _____ is the number of times the target audience reached by a media vehicle is exposed to the vehicle over a specified period of time.
A) Effective frequency
B) Unduplicated reach
C) Average reach
D) Average frequency
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12
Chapter 11: Broadcast Media
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77 Verified Questions
77 Flashcards
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Sample Questions
Q1) The _____ is the average number of people estimated to have listened to a radio station for a minimum of five minutes during any quarter-hour in a time period expressed as a percentage of the survey area population.
A) average quarter-hour figure
B) cumulative audience
C) average quarter-hour rating
D) relative quarter hour share
Q2) Daytime TV generally attracts:
A) children
B) women
C) young adults
D) empty nesters
Q3) The heaviest users of radio as an advertising medium are:
A) national service providers
B) local advertisers
C) national retail chains
D) tobacco and alcohol advertisers
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13
Chapter 12: Print Media
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88 Verified Questions
88 Flashcards
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Sample Questions
Q1) The _____ is a market area composed of a city where the paper is published and contiguous areas similar in character to the city.
A) city zone
B) MSA
C) consolidated market zone
D) retail trading zone
Q2) _____ will find newspapers very inefficient because of the wasted circulation.
A) Fishing rod manufacturers
B) Supermarkets
C) Home electronics retailers
D) Hotels
Q3) All of the following may result in additional costs for a magazine advertisement EXCEPT:
A) four-colour illustrations
B) bleed pages
C) large volume purchases of advertising space in the same magazine
D) gatefolds
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Chapter 13: Out-Of-Home and Support Media
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57 Verified Questions
57 Flashcards
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Sample Questions
Q1) Bringing an advertising medium to consumers wherever they may be is the strategy behind:
A) indoor as well as outdoor media.
B) multi-location insertions.
C) specific location media.
D) place-based media.
Q2) Which of the following is true about the usefulness of street-level posters?
A) Large amounts of text and pictures of people enhance product recognition.
B) Short headlines, longer body text and a product shot enhance the creative appeal.
C) Specifying a brand name in the headline enhances message appeal.
D) The use of humour accelerates brand recognition.
Q3) Which of the following is NOT an example of place-based media?
A) ads inside washrooms
B) televisions in doctors' offices
C) a poster in a sports stadium
D) consumer magazines in dentists' offices
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15
Chapter 14: Sales Promotion
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146 Flashcards
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Sample Questions
Q1) Which of the following is a reasonable objective for consumer-oriented sales promotions?
A) To obtain trial of a new brand
B) To encourage off-shelf displays in major grocery stores
C) To increase consumption of an established brand
D) To enhance advertising and marketing efforts
Q2) Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging.They distributed 1,000,000 promotional packages,at a cost of $20,000 for design and production.They predict that the redemption rate will be 5%.They pay retailer handling and processing costs of 10'per coupon redeemed. What is the total cost of the coupon promotion to Uncle Ben's?
A) $7,500
B) $55,000
C) $75,000
D) $150,000
Q3) The redemption rate for refunds is lower than that for coupons because:
A) the payoff is smaller.
B) the reinforcement is immediate.
C) more effort is required.
D) the payoff is larger.
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Chapter 15: Public Relations
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) Each of the following is a limitation of media publicity EXCEPT:
A) Timing of the publicity is not always completely under the control of the marketer.
B) The fact that media are not being compensated for providing the information may lead receivers to consider the news more truthful and credible.
C) Many firms' PR efforts are never associated with their sponsors in the public mind.
D) Media publicity may also misfire through mismanagement and a lack of coordination with the marketing department.
Q2) Marketing public relations (MPR)are activities designed to support marketing objectives in all of the following ways EXCEPT:
A) building marketplace excitement
B) creating news about a new advertising campaign
C) incentivizing immediate product sales
D) defending products at risk with a message of reassurance
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Chapter 16: Direct Marketing
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53 Verified Questions
53 Flashcards
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Sample Questions
Q1) Which off the following is NOT related to telemarketing?
A) inbound and outbound calling
B) potential for fraud and deception
C) call centre management
D) negotiated purchase of broadcast time
Q2) Which of the following is NOT an example of direct response media?
A) direct mail
B) Internet
C) telemarketing
D) interior transit boards
Q3) Which of the following statements about direct e-mail is true?
A) Today's marketers use permission-based email instead of having to maintain a comprehensive website.
B) The majority of research respondents suggest that branded content makes no impact on whether they forward a message.
C) The chance of a consumer passing along a commercial message using email is quite high.
D) Studies show that the use of direct mail via e-mail messages has no corresponding effect on visits to the retail location of the sender.
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Page 18
Chapter 17: Internet Media
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79 Verified Questions
79 Flashcards
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Sample Questions
Q1) Yesterday when Enrique checked his e-mail,he had an offer to buy software that would make it easier for him to file his income tax next year.This e-mail offer is an example of how the Internet and _____ can complement each other.
A) sales promotion
B) personal selling
C) direct marketing
D) public relations
Q2) Which of the following is NOT a recommended strategy for search success?
A) Optimize customization through past search history.
B) Embed keyword text in visuals on the company's web page.
C) Pay extra money for the search terms to increase the site's ranking.
D) Provide unique and valuable content to appeal to designers of other sites so they will include a link on their site.
Q3) Virtual game world advertising is most closely aligned with which traditional media vehicle?
A) billboards
B) product placement
C) public relations
D) cinema advertising
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Page 19
Chapter 18: Regulatory, Ethical, Social, and Economic Issues for Imc
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53 Flashcards
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Sample Questions
Q1) According to the Consumer Protection Act of Quebec,it is illegal to direct commercial advertising messages to persons younger than:
A) 6
B) 10
C) 13
D) 15
Q2) According to those who believe that advertising does NOT have an adverse effect on consumer values,advertising:
A) is a major determinant of society's taste and values
B) is merely a reflection of society's tastes and values
C) is solely accountable for the increase in materialism due to its nature and power
D) cannot create needs but only exploit existing ones
Q3) The type of advertising appeal that has received the most criticism for being in poor taste is:
A) personal computer ads targeted at children
B) fear appeals used to sell shampoos and deodorants
C) humorous appeals used to make fun of people who are socially inept
D) ads using sex and/or nudity
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