Advertising Management
Pre-Test Questions
Course Introduction
Advertising Management explores the strategic and operational aspects of creating, implementing, and evaluating advertising campaigns across various media platforms. The course covers fundamental concepts such as consumer behavior, market segmentation, media planning, creative strategy, budgeting, and measuring campaign effectiveness. Students learn to develop integrated advertising plans, understand the role of digital and traditional media, and assess legal and ethical considerations in advertising. Through case studies and practical assignments, learners gain hands-on experience in targeting audiences, crafting persuasive messages, and optimizing advertising outcomes to meet organizational objectives.
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
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Sample Questions
Q1) Direct Response Communications is a form of marketing that A) solicits feedback directly from consumers on product value issues
B) distributes messages directly to customers on an individual basis
C) offers consumers an interactive on line purchasing experience
D) is used in support of public relations campaigns
Answer: A
Q2) Extreme advertising is a good way to advertise. Discuss this statement.
Answer: Advertisers have only a few seconds to catch the attention of today's viewers before they're gone! To many people in the advertising industry, this style of ad fits with a young, contemporary lifestyle. We have extreme sports, extreme music, extreme food and drink; ad agencies are simply trying to keep up. On the other hand, advertisers have come under criticism for using extreme advertising. In the automotive industry, for instance, car manufacturers are being criticized for encouraging dangerous driving.
Q3) The Canadian Code of Advertising Standards addresses concerns about superstitions and fears in commercial messages.
A)True
B)False
Answer: True
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Chapter 2: The Advertising Industry
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) Which role within an agency is involved in managing production deadlines?
Answer: The production manager ensures all production activities are completed within scheduled time frames. He/she coordinates people, places and schedules with external companies involved in the production, including recruiting models, film crews, and costumes, for example. A traffic manager is responsible for ensuring that the final product (print or broadcast commercial) reaches the media destination on time.
Q2) The person responsible for ensuring the final product reaches the media destination on time is the
A) production manager
B) account planner
C) account supervisor
D) creative director
E) traffic manager
Answer: E
Q3) Media support services include the CRTC.
A)True
B)False
Answer: False
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Chapter 3: Consumer Behaviour Concepts and Target Marketing
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Explain why head-on positioning can be more risky than other positioning strategies?
Answer: This positioning strategy presents a brand as being equal or better than another brand. The message focuses on an attribute that is important to the target audience. Performance on that attribute is demonstrated in the advertising. Head-on positioning strategies can be risky and expensive since the brand leader could respond to the challenge. Legal suits between Coca-Cola and Pepsi-Cola are notorious (the Cola Wars).
Q2) Environics Analytics identifies many lifestyle clusters in Canada. The category "Money & Brains" is an example. This group is described as
A) high-achieving, cultured urban families
B) successful suburban households starting to empty-nest
C) upscale and educated professionals and their families
D) wealthy middle-aged urban sophisticates
E) prosperous Quebec suburban families
Answer: C
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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) Objectives are statements that outline
A) specific details of implementation
B) necessary resources
C) a mission statement
D) what is to be accomplished
E) a marketing strategy
Q2) What are three essential characteristics in a psychographic profile? Describe how this knowledge would influence the direction of communications message strategies.
Q3) Explain what corporate strategy Proctor and Gamble was following when it sold its Pringles unit.
Q4) The business planning process involves making decisions about A) prices, suppliers and products
B) competitors, consumers and capital
C) markets, risks and consumer behaviour
D) objectives, strategies and tactics
E) a ten-year goal
Q5) By the comprehension stage in the ACCA model, interest has been created. A)True
B)False
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) During the introductory and early growth stages of a product's life cycle, it can be challenging to convince people to try the product out for the first time. How is advertising sometimes used to encourage trial purchase?
Q2) For negative appeals, such as insurance companies showing disasters homeowners could encounter, the product promise and benefits are based on an experience the potential buyer can
A) increase B) replace with a substitute C) avoid D) use E) buy
Q3) When evaluating creative, why should a client be concerned about whether or not the advertising message is presented in good taste?
Q4) How does having a complete profile of the target market assist the agency in the development of the creative strategy?
Q5) In what situation does advertising temporarily depart from communicating unique selling points to focus on the brand name and promotion?
Q6) 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) What is white space and why should its use be considered?
Q2) The objective of a direct-response television commercial is to A) catch a wider target audience
B) capture candid responses from the television studio audience
C) provide visuals that print ads can't
D) create awareness
E) initiate immediate action from the customer
Q3) A direct mail piece should include multiple pieces in the mailing. A)True
B)False
Q4) "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.
Q5) The primary purpose of the headline is to
A) command the reader's attention
B) tell what product is for sale
C) support the company's brand
D) entertain the reader
E) educate the reader
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Chapter 7: Media Planning Essentials
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) The strategy of distributing media dollars more equitably across several media is often referred to as
A) a concentrated media strategy
B) a roadblock
C) an assortment media strategy
D) a build-up schedule
E) flexibility
Q2) From a strategic viewpoint, media planners know that online and mobile communications must be
A) blocking out the competition's advertising
B) expensive to create
C) engaging
D) fast-paced
E) 3D
Q3) Explain the media concept called "recency."
Q4) The product brand media profile is particularly important if a client is briefing a new ad agency. Explain why.
Q5) Why is it important that a well-defined target-market profile be provided to media planners?
Page 9
Q6) Who is responsible for developing a media plan?
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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) Compare and contrast the two formats of Canadian newspapers: tabloids and broadsheets.
Q2) An advantage of newspapers is
A) lack of target market orientation
B) picture quality
C) high cost of advertising placement
D) coverage and reach
E) short lifespan
Q3) A controlled circulation magazine
A) is distributed free to a predetermined target
B) is an insert inside a newspaper
C) appeals to all market segments
D) is also classified as junk mail
E) is restricted by law
Q4) Flexform refers to an advertisement that
A) is full colour
B) covers two full pages
C) comes as an insert
D) is a centrefold
E) does not conform to normal shapes
Page 10
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Chapter 9: Broadcast Media: Television and Radio
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) Studies show that early adopters of personal video recorders (PVRs) watch 60% of their televisions viewing from their computers, and skip ____ of the ads in these programs.
A) 50%
B) 20%
C) 90%
D) 75%
E) 35%
Q2) A frequency discount is usually earned when buying television time as
A) a minimum number of spots over a specified period of time
B) seasonal advertising
C) package plans
D) continuous advertising
E) volume advertising
Q3) Horizontal rotation refers to the placement of commercials based on the
A) time of year
B) station format
C) time of day within various dayparts
D) selection of AM vs. FM
E) day of the week
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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) What are the two options available in the exterior bus poster format?
Q2) What is meant by the term "display shipper"?
Q3) One of the weaknesses of outdoor advertising is that it's not a good complementary medium.
A)True
B)False
Q4) Describe the innovative in-store advertising and merchandising options available to supermarket chains and convenience store chains.
Q5) Advertising rates for wraps are the same as other forms of transit ads.
A)True
B)False
Q6) The only advertising medium that is growing faster than out-of-home advertising is A) television
B) radio
C) online
D) magazine
E) transit shelter
Q7) Why is market coverage of transit advertising an advantage?
Q8) Explain how transit advertising is purchased.
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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) Explain the function of a list broker.
Q2) Long-form commercials are commonly referred to as
A) infomercials
B) time-dependent commercials
C) demo commercials
D) prolonged commercials
E) consumer-response commercials
Q3) Describe direct home shopping.
Q4) Lists prepared from government, census, telephone, warranty, and other publication information are referred to as
A) house lists
B) circulation lists
C) merged lists
D) response lists
E) compiled lists
Q5) Describe the advantages of long-form direct-response television advertising.
Q6) Name and briefly describe at least three major forms of direct response advertising.
Q7) What are the three basic steps involved in buying direct mail?
Q8) Describe three kinds of lists.
Page 13
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Chapter 12: Interactive Media
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) Video advertising is attractive to advertisers because it is different than television advertising.
A)True
B)False
Q2) Crowdsourcing can replace an advertising agency to complete business-related tasks.
A)True
B)False
Q3) Behavioral targeting depends on uploading a cookie.
A)True
B)False
Q4) In the digital universe, control has shifted from the advertiser to the A) marketer
B) partner
C) customer
D) web host
E) search engine
Q5) How is the internet useful to marketers for generating leads?
Q6) What is daypart targeting?
Q7) Outline three disadvantages of online advertising.
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Chapter 13: Sales Promotion
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Why do manufacturers often introduce new products or advertising campaigns at trade shows?
Q2) Sales promotion can be defined as activity that provides special incentives to bring about
A) more movement in the product life cycle
B) immediate response from consumers
C) more creative advertising
D) more web sites
E) greater competitor activity
Q3) 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
Q4) Explain why coupons are effective in achieving consumer promotion objectives.
Q5) What is the purpose of branded promotion merchandise?
Q6) What is the difference between a trade allowance and a performance allowance?
Q7) Provide examples of Canadian retailer loyalty programs.
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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) The Air Canada Centre, Rogers Arena and Rexall Place are all examples of venue marketing.
A)True
B)False
Q2) Publicity consists of public interest programs that deal with governments.
A)True
B)False
Q3) The need for companies to be differentiated within events they sponsor calls for
A) less advertising
B) more lower level competitor sponsors
C) a wider target audience
D) exclusivity
E) more companies to share the cost
Q4) One reason many companies are reluctant to enter into sponsorship programs is because they are
A) difficult to implement
B) difficult to measure
C) prohibitively expensive
D) risky to undertake
E) a drain on resources
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