Advertising Management Study Guide Questions
Course Introduction
Advertising Management explores the strategic and operational aspects of creating, executing, and evaluating advertising campaigns within organizations. The course covers topics such as the role of advertising in marketing communications, campaign planning and budgeting, target audience analysis, creative strategy development, media selection, digital advertising platforms, and effectiveness measurement. Students will examine case studies, learn to work with advertising agencies, and gain insight into ethical, social, and legal considerations in the advertising industry. By the end of the course, students will understand the processes involved in managing successful advertising programs and the skills needed to adapt to a constantly evolving media landscape.
Recommended Textbook
Canadian Advertising in Action 10th Edition by Keith
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Page 2
J. Tuckwell
Chapter 1: Advertising in a Marketing Communications Environment
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Sample Questions
Q1) Discuss the challenges that new technologies are posing for television advertisers today.
Answer: The increasing penetration of satellite dishes,cable television,and the availability of so many stations have changed the way that people view television.Audiences will continue to be chopped into increasingly smaller sizes,a phenomenon referred to as audience fragmentation.In addition,consumers are increasingly taking control of their television viewing by using their remote controls or PVRs.Online delivery of many television shows and sporting events has led to on-demand viewing.
Q2) Advertising designed to influence public opinion is referred to as
A) advocacy advertising
B) service industry advertising
C) product advertising
D) promotional advertising
E) public advertising
Answer: A
Q3) Mobile communications are not interactive.
A)True
B)False
Answer: False
Page 3
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Chapter 2: The Advertising Industry
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Sample Questions
Q1) Describe the account director's role in an advertising agency.
Answer: The account director deals directly with senior members of the client organization and is responsible for how client accounts are handled at the agency.Specific responsibilities include long-term planning,deployment of agency personnel,and overall account profitability.He/she is also responsible for working with senior agency executives to seek new business for the agency.
Q2) The standard media commission rate paid to advertising agencies has been A) 10%
B) 12.5%
C) 15%
D) 17.5%
E) 18%
Answer: C
Q3) As Canada is a diverse country,both geographically and culturally,organizations such as Molson Coors would likely employ an international management system in Canada.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Consumer Behaviour Concepts and Target Marketing
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Sample Questions
Q1) List and define four of the lifestyle clusters used to classify Canadian consumers.
Answer: The clusters are defined by data collected and analyzed by the Prizm C2 segmentation system,a product of Environics Analytics.Four examples would include: Cosmopolitan Elite who are very affluent middle-aged and older city dwellers; Suburban Gentry who are well-off middle-aged suburban families with dual income; Urban Villagers who are wealthy middle-aged urban sophisticates and includes well-off immigrants; and Pets and PCs who are upscale suburban families with active,child-centered lifestyles.
Q2) Positioning refers to the place a brand occupies in the agency's campaign.
A)True
B)False
Answer: False
Q3) The positioning strategy statement should be detailed.
A)True
B)False
Answer: False
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Chapter 4: Strategic Planning Concepts for Marketing Communications
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Sample Questions
Q1) Financial resources (the budget)are laid out in what section of the marketing plan?
A) media buying
B) tactics
C) target market
D) strategy
E) financial
Q2) Why is a mission statement important? What makes a good mission statement?
Q3) List and describe the online and interactive advertising opportunities available to advertisers.
Q4) Why is a situation analysis included as a section in a marketing plan and what type of information does it contain?
Q5) A firm will look at marketing mix,target market,and control mechanisms that determine effectiveness of strategies in a marketing plan.
A)True
B)False
Q6) Explain the ACCA behavioural model.
Q7) What is a marketing strategy?
Q8) Describe how Nike's positioning strategy affects their advertising.
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Chapter 5: Creative Planning Essentials
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Sample Questions
Q1) Once the advertising objectives are clearly defined,devising the message and media strategies are the task of the
A) product manager
B) client
C) agency
D) product mix
E) account manager
Q2) Comparative campaigns are often undertaken by
A) market leaders
B) brands with younger target audiences
C) a challenger brand
D) well-known brands
E) brands where lifestyle is a determining purchase factor
Q3) How can agency creative people incorporate positioning into the creative process?
Q4) Shell Oil's campaign about sustainable development offers an example of how making the public aware of their actions improves people's perception of Shell as a corporation.
A)True
B)False
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Chapter 6: Design,layout,and Production
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Sample Questions
Q1) Web design is a combination of design features and A) emotional experiences
B) formal writing styles
C) the web browser
D) banner ads
E) traditional communications
Q2) Shelf-talkers,ad pads and floor ads are all examples of point-of-purchase advertising.
A)True
B)False
Q3) Recommend some copy and design considerations when producing a direct mail piece.
Q4) Viral marketing encourages the receiver of a message to
A) make an immediate response
B) purchase cold medication
C) send a reply back to the sender
D) pass the message along
E) make repeat visits to a company's website
Q5) Explain how colour and contrast can be used in design to be an effective attention-grabber.
8
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Chapter 7: Media Planning Essentials
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Sample Questions
Q1) Components of media objective statements include
A) Where is the competition advertising?
B) What is the message to be communicated?
C) Who is the competition?
D) What is the market share?
E) How much is the budget?
Q2) "Funnelling" in the media selection process involves
A) developing budget summaries that outline spending
B) moving additional dollars into the media budget
C) pulsing
D) moving from general types of media to a specific medium
E) crafting the advertising message
Q3) The nature of the word "shotgun" suggests that the target market for which the shotgun strategy is best suited is more
A) local
B) provincial
C) specific
D) general
E) regional
Q4) What are the basic steps of the task method of budgeting?
Page 9
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Chapter 8: Print Media: Newspapers and Magazines
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Sample Questions
Q1) Gluing items such as recipe booklets or small catalogues into magazines is known as
A) tipping
B) bleeding
C) gifting
D) gatefolding
E) sampling
Q2) Explain the factors that can affect newspaper rate schedules.
Q3) With regard to rate schedules,rates charged by line go down
A) as the size of the advertisements increase
B) if advertisements are spaced apart by set periods of time
C) if the ad is in the same location as before
D) based on the amount of white space in advertisements
E) as the number of lines increases over a specified period
Q4) So that advertisers can see how their ad actually appeared,newspapers issue a(n)
A) make good
B) tear sheet
C) split run
D) insertion order
E) CPM
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Chapter 9: Broadcast Media: Television and Radio
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Sample Questions
Q1) If overbooking of the available advertising time occurs as a result of the volume of orders,television networks allocate preference based on
A) rulings by the CRTC
B) length of contract
C) who the advertiser is
D) frequency potential
E) content of commercial
Q2) Adult contemporary stations play popular and easy-listening music,current and past,and generally appeal to
A) 25- to 54-year-old males
B) 45- to 65-year-olds
C) 18- to 34-year-olds
D) 25- to 49-year-olds
E) teens and tweens
Q3) What are some of the advantages of advertising on television?
Q4) Describe the potential discounts available to radio advertisers.
Q5) On a seasonal basis,there is a drop-off in television viewing in the summer.
A)True
B)False
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Chapter 10: Out-Of-Home Media
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Sample Questions
Q1) Why are transit riders an attractive audience for advertisers?
Q2) Home Hardware uses what it calls a demomercial to
A) upsell customers to a higher-priced product
B) encourage impulse purchases
C) highlight the benefit of products unique to the company
D) demonstrate how to use a product
E) teach customers how to perform do-it-yourself project
Q3) Outdoor media space is purchased on the basis of the advertising weight level desired by the advertiser.Explain what this means.
Q4) Outdoor posters are often referred to as billboards.
A)True
B)False
Q5) When speaking of transit wraps,a mural covers
A) a whole transit shelter
B) the inside of a bus
C) a wall in a subway station
D) a whole bus
E) one side of a bus
Q6) What is meant by the term "display shipper"?
Q7) Compare spectaculars (superboards)to regular billboards.
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Chapter 11: Direct-Response Media
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Q1) Direct mail is a form of advertising communicated to prospects only through the postal service.
A)True
B)False
Q2) Co-operative direct mailing has proven to be on of the most effective forms of print media for generating trial purchase.
A)True
B)False
Q3) In terms of net advertising revenues in Canada,direct mail ranks
A) second
B) third
C) fourth
D) fifth
E) sixth
Q4) There are two types of direct-response television,one of which is
A) short form
B) interactive
C) branded
D) corporate
E) traditional
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Chapter 12: Interactive Communications
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Sample Questions
Q1) What is crowdsourcing?
Q2) Explain clickthrough and clickthrough rate.
Q3) Advertisers must effectively integrate online advertising with other forms of advertising.
A)True
B)False
Q4) Explain what the IMU measures and describe at least three types of banner ads.
Q5) A couple of high school students generating their own ad for the Apple iPod Mini and posting it on YouTube is an example of
A) sponsorship
B) a videostrip
C) content marketing
D) a pre-roll ad
E) a post-roll ad
Q6) How is a webisode different from a television commercial?
Q7) Similar to print advertising,an online banner ad is simply the beginning of a process of transferring information.
A)True
B)False
Page 14
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Chapter 13: Sales Promotion
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Sample Questions
Q1) It is common for companies to combine pull and push promotion strategies which means they direct their attention at both
A) final users and the media
B) primary suppliers and channel members
C) competitors and final users
D) strategic partners and the media
E) final users and channel members
Q2) Which of the following is an example of a consumer promotion activity?
A) co-operative advertising allowance
B) premiums
C) performance allowance
D) payola
E) delayed payment incentive
Q3) What objectives can rebate offers help accomplish?
Q4) Beer manufacturers see premium offers as a vital tool for building business during the critical summer months.
A)True
B)False
Q5) What impact has the internet had on consumer promotion trends?
Q6) What is the purpose of branded promotion merchandise?
Page 15
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Chapter 14: Public Relations and Experiential Marketing
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Q1) Corporate public relations delivers a message that shows the good things a company is doing.
A)True
B)False
Q2) When developing a public relations strategy,the timetable should be designed so that the message
A) reaches the general public before trade audiences
B) is only released once opinion leaders have endorsed it
C) is spread after an advertising campaign has been launched
D) does not precede the product's availability
E) reaches opinion leaders in advance of the public
Q3) The partnership between a company like CIBC and a non-profit entity such as the Canadian Breast Cancer Foundation is referred to as
A) cause marketing
B) public relations
C) venue marketing
D) product placement
E) sponsorship
Q4) What is a blog and how can it affect an organization?
Q5) Explain the concept of venue marketing and provide at least two examples.
Page 16
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