Advertising Management Exam Questions
Course Introduction
Advertising Management is a comprehensive course focusing on the principles, strategies, and practices involved in the planning, execution, and evaluation of advertising campaigns. Students explore the roles of advertising in integrated marketing communications, understand consumer behavior, and analyze various media channels, both traditional and digital. The course covers creative strategy development, budget planning, media selection, and effectiveness measurement, as well as ethical and legal considerations in advertising. By integrating theoretical concepts with real-world case studies and projects, the course prepares students to effectively manage advertising activities within a dynamic and competitive business environment.
Recommended Textbook
Canadian Advertising in Action 11th Edition by
Keith J. Tuckwell
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14 Chapters
1576 Verified Questions
1576 Flashcards
Source URL: https://quizplus.com/study-set/1405
Page 2
Chapter 1: Advertising in a Marketing Communications Environment
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127 Verified Questions
127 Flashcards
Source URL: https://quizplus.com/quiz/27940
Sample Questions
Q1) Social media platforms such as Facebook and Twitter have changed the nature of communications between an organization and the public because
A) social media can only deliver brief and simple advertising messages
B) social media communications must be designed to resonate with millennials
C) social media communications are a two way affair where the goal is to engage consumers
D) Facebook and Twitter are declining in popularity
Answer: C
Q2) Describe how Molson Coors Canada increased the impact of its advertising campaign by combining it with social media.
Answer: Before the advertising campaign for Molson Canadian 67 was launched, Molson created buzz through Twitter, its Molson insider database, and its Molson Canadian Facebook fan page. The database and fan page identified advocates of their brand. Molson invited advocates and a friend to sample the beer and learn about the new brand at a Molson-hosted party. Guests were encouraged to submit written reports of their experience on a dedicated Molson 67 site.
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Page 3
Chapter 2: The Advertising Industry
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) The AOR usually receives slightly more compensation than other agencies working with a client.
A)True
B)False
Answer: True
Q2) The Institute of Communications Agencies (ICA) is the national association that represents
A) full-service advertising agencies
B) the Canadian media
C) large advertisers
D) advertising support companies
E) media support services
Answer: A
Q3) Media support services include the CRTC.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Consumer Behaviour Concepts and Target Marketing
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Positioning statements should
A) guide the development of marketing communications
B) detail the history of the product
C) demonstrate how to use the product
D) describe where the product is on the shelf
E) discuss the company stock value
Answer: A
Q2) Pets and PC's is a cluster that represents large upscale suburban families with child centered lifestyles.
A)True
B)False
Answer: True
Q3) Behavioural targeting involves
A) age and income
B) gender and ethnicity
C) activities, interests and opinions
D) individual behaviour
E) media usage
Answer: D
Page 5
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Chapter 4: Strategic Planning Concepts for Marketing Communications
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Interactive communications plans are becoming popular with marketers. What are the driving forces that promote this trend and what are some of the opportunities?
Q2) When organizations participate in planned events hosted by others, this may be referred to as:
A) sales planning
B) personal selling
C) partnership marketing
D) integrated marketing
E) a sponsorship opportunity
Q3) The value of publicity is generally worth
A) more than events and sponsorships deliver
B) less than other forms of marketing communication
C) the money paid to the news media
D) much more than value derived from paid advertising
E) far less than the effort it takes
Q4) In contrast to corporate plans, marketing plans are very specific in nature.
A)True
B)False
Q5) Describe the role of a sales representative.
Page 6
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Chapter 5: Creative Planning Essentials
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Kraft peanut butter Teddy bears is an example of how a character may be so closely associated with a product that
A) only a humorous appeal can be used
B) creative research is no longer needed
C) fewer creative executions are required
D) support-claims statements are unnecessary
E) his presence is expected in the advertising
Q2) Advertising objectives usually focus on product issues and are expressed in qualitative terms whenever possible.
A)True
B)False
Q3) An endorsement advertisement essentially amounts to a typical user of the product explaining how they have enjoyed the product in their everyday lives.
A)True
B)False
Q4) What research method is commonly used in broadcast media, particularly television, to assess impact of a message on a target audience?
Q5) Describe the client's role in the creative development process.
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Chapter 6: Design, Layout, and Production
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) White space is the border of a bleed ad.
A)True
B)False
Q2) What are some of the creative considerations in developing a successful radio commercial?
Q3) To ensure unity, a television commercial must
A) last 60 seconds
B) employ special effects
C) involve animation
D) integrate audio and video
E) flow logically
Q4) Explain the key roles of the beginning, middle and closing of a television commercial. Use the Pine-Sol "Dog Tired" commercial to illustrate your example.
Q5) What makes good copy and layout? Discuss some tried and true tips discussed in this chapter.
Q6) "If simplicity is a key to good advertising, then telegraphic simplicity is the key to good outdoor advertising." Explain what this means and how you could achieve telegraphic simplicity.
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Chapter 7: Media Planning Essentials
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112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/27941
Sample Questions
Q1) A "blitz schedule" is often associated with
A) a grouping of advertisements
B) the purchase of media on an alternate basis
C) the purchase of media in a uniform manner
D) seasonal times of the year
E) a major event
Q2) When it comes to reach versus frequency, a new product that has a high awareness objective may place greater emphasis on
A) flexibility
B) GRP's
C) impressions
D) reach
E) tactics
Q3) The first step in the task method of budgeting is to determine
A) existing share of market
B) the cost of the advertising recommendation
C) appropriate share of advertising
D) the quantity of advertising
E) what the advertising needs to achieve
Q4) Explain the principles of continuity and flighting.
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Chapter 8: Print Media: Newspapers and Magazines
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) The term circulation refers to
A) the number of free inserts per issue
B) the number of copies sold per issue
C) the type of advertising included in the print media
D) the number of copies printed per issue
E) the average number of copies distributed per issue
Q2) Circulation is defined as the average number of copies per issue of a publication that are sold by subscription only.
A)True
B)False
Q3) A technique in which the coloured background of an ad extends to the edge of the page is called
A) spot colour
B) dull colour
C) a gatefold
D) a placement
E) a bleed
Q4) Do newspapers offer a high possibility of exposure for product and services being advertised? Explain your answer.
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Chapter 9: Broadcast Media: Television and Radio
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112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/27945
Sample Questions
Q1) The placement of two 15-second television commercials for the same product, so that one appears at the start and one at the end of a cluster, is known as
A) clutter
B) clustering
C) optimizing
D) split 30s
E) piggybacking
Q2) Explain why advertisers look for sponsorship opportunities in television advertising.
Q3) The Pacific network is an example of one of the CBC's
A) regional networks
B) competitors
C) international networks
D) Chinese-language networks
E) specialty networks
Q4) Explain why message retention presents a challenge to effective radio advertising.
Q5) Why would an advertiser consider selective-spot advertising instead of network advertising?
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Chapter 10: Out Of Home Media
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) A transit shelter unit consists of
A) vertical interior cards
B) exterior bus posters
C) Two street level backlit posters
D) wall banner
E) superboard
Q2) Posters located on the subway wall opposite waiting riders are called
A) subway backlits
B) triples
C) platform posters
D) murals
E) interior posters
Q3) Research shows that nearly 75% of all purchase decisions are made right in the store.
A)True
B)False
Q4) Wall banners cannot be removed and reused.
A)True
B)False
Q5) How might outdoor advertising have a negative impact on the image of a product?
Page 12
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Chapter 11: Direct Response Media
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) An envelope containing a variety of offers from non-competitive products is an example of
A) solo direct mail
B) DRTV
C) co-operative direct mail
D) bounce back
E) selective direct mail
Q2) Direct response advertising is advertising through any medium designed to generate a response by any means that is measurable.
A)True
B)False
Q3) When Shoppers Drug Mart accumulates considerable data on customers through its Optimum Card, they are able to create
A) a merge/purge
B) a house list
C) a list broker
D) an external list source
E) a response list
Q4) Explain the disadvantages of direct-response television advertising.
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Chapter 12: Interactive Media
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112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/27949
Sample Questions
Q1) Behavioral targeting depends on uploading a cookie.
A)True
B)False
Q2) Yahoo! and Facebook are examples of
A) measurement companies
B) portal sites
C) cookies
D) sponsors
E) ad networks
Q3) Unilever uses this online advertising: aside from its corporate website, each of its brands has a page.
A) an interstitial
B) a microsite
C) a media banner
D) a podcast
E) rich media
Q4) Explain the flat-fee model for buying media space on the internet, providing an example.
Q5) Explain how companies can use sponsored posts in a newsfeed.
Q6) What does the term "consumer-generated content" mean?
Page 14
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Chapter 13: Sales Promotion
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Evaluating the financial impact of a coupon offer includes
A) interest rates
B) handling costs
C) creative costs
D) free samples
E) advertising costs
Q2) Of the 6.8 billion coupons distributed by the packaged goods industry annually, how many are redeemed?
A) 1.1 billion
B) 650 million
C) 330 million
D) 225 million
E) 86 million
Q3) Trade promotion activities are targeted towards
A) consumers
B) sales force
C) marketers
D) media
E) distributors
Q4) What is a bonus pack and how does it increase sales?
Page 15
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Chapter 14: Public Relations and Experiential Marketing
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) A press release is the term used for a
A) document containing the essential elements of a news story
B) package that includes press releases and photographs
C) document that outlines news and events for employees
D) gathering of news reporters
E) blog
Q2) The gathering of news reporters to witness the release of important information about a company or product is a
A) feature story
B) press release
C) press kit
D) video news release
E) press conference
Q3) Giving a product free to trendsetters who, in turn, influence others to hopefully purchase it is called product seeding.
A)True
B)False
Q4) What criteria should be considered when planning public relations?
Q5) How can public relations aid in a not-for-profit organization's fundraising efforts?
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