Advertising Principles
Test Questions
Course Introduction
Advertising Principles explores the foundational concepts, strategies, and practices central to the field of advertising. Students will examine the role of advertising within the broader scope of marketing and communication, including its purpose, history, and ethical implications. The course covers key topics such as audience analysis, message development, media planning, creative strategy, and the evaluation of campaign effectiveness. Through real-world case studies and practical assignments, students will develop a critical understanding of how advertising influences consumer behavior and shapes public perception in a dynamic media landscape.
Recommended Textbook
Canadian Advertising in Action 11th Edition by Keith
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14 Chapters
1576 Verified Questions
1576 Flashcards
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Page 2
J. Tuckwell
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) A television commercial showing "twenty-somethings" drinking Red Bull while active in extreme sports is an example of
A) pop advertising
B) lifestyle advertising
C) sex-role stereotyping
D) hidden qualities
E) information-driven communication
Answer: B
Q2) If IKEA were to develop an advertising campaign featuring affordable furniture solutions for the challenges of student life, what technique would IKEA be using to differentiate its products? Discuss the effectiveness of this technique. Answer: A recent phenomenon in advertising is the progressive use of lifestyle associations to differentiate among products. Advertisers target lifestyle aspirations by appealing to the emotional side of the purchase decision. The advertising makes an emotional connection with potential consumers and shows how the product plays a role in one's life.
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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 agency role which acts as the primary link with the client is the:
A) media supervisor
B) art director
C) account executive
D) production manager
E) copywriter
Answer: C
Q2) 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.
Q3) Advertising agencies are service organizations responsible for creating, planning, producing advertising and placing messages for their clients.
A)True
B)False
Answer: True
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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) Trop50 is a Tropicana juice that customers view as having 50% less sugar and calories than the leading orange juice. This image is an example of which marketing strategy?
A) head-on positioning
B) innovation positioning
C) product-differentiation positioning
D) lifestyle positioning
E) brand-leadership positioning
Answer: C
Q2) What are the primary reasons for repositioning?
Answer: Organizations must often reposition their brand because the marketing activity of a competitor has changed. Also, the preferences of the existing target market have changed.
Q3) The definition of consumer buying behaviour includes
A) mass consumption
B) discretionary income
C) satisfaction of needs and wants
D) costs of goods purchased
E) competitors
Answer: C
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) A product analysis could include
A) economic trends
B) regional market importance
C) seasonal analysis
D) social and demographic trends
E) distribution trends
Q2) What type of communications activities are part of a direct-response plan?
Q3) When it comes to getting consumers to pay attention to a message amidst noise and clutter, is the quality or the quantity of a message more important? Why?
Q4) Documenting the nature of what a message will be and how it will be communicated is in the
A) creative plan
B) media plan
C) direct-response plan
D) budget
E) marketing plan
Q5) Why is it important to conduct a competitive analysis? Describe the two main marketing mix activities typically assessed in a competitive analysis.
Page 6
Q6) Why is experiential marketing (events and sponsorships) becoming more important?
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Page 7
Chapter 5: Creative Planning Essentials
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111 Flashcards
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Sample Questions
Q1) One of the key issues of the market profile include
A) the creative strategy
B) client management
C) current overall sales
D) the target audience description
E) the identification of major competitors
Q2) No matter how good a tagline is, it would never outlast an advertising campaign.
A)True
B)False
Q3) 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?
Q4) For positive appeals, the product promise and benefits presented are based on an experience the potential buyer can avoid by purchasing the advertised product or service.
A)True
B)False
Q5) What role does a slogan play in a brand's positioning strategy? Provide an example.
Q6) What is the purpose of the creative brief?
Page 8
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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 makes good copy and layout? Discuss some tried and true tips discussed in this chapter.
Q2) Colour has no impact on how many people read an ad.
A)True
B)False
Q3) The art director develops thumbnail sketches, which are
A) small, experimental drawings of design concepts
B) ads in which the background extends to the page edge
C) highly refined facsimiles of the finished ad
D) ads that are balanced from left to right
E) actual size drawings of an ad
Q4) Outline the advantages and disadvantages of using artwork versus photographs in print advertising.
Q5) Explain the strategy of consumer-generated content in advertising.
Q6) Out-of-home advertising is the current term for
A) small home-based advertising agencies
B) point-of-purchase advertising
C) businesses run from home
D) small catalogues
E) outdoor posters, transit ads, outdoor digital displays and mural ads
Page 9
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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) Reaching the desired target market efficiently through media is complicated by variables such as
A) pricing policies
B) product development
C) distribution problems
D) consumers' media habits
E) environmental concerns
Q2) "Media Advisor" is an example of a
A) cost efficiency calculation
B) television media planning software tool
C) broadcast planning tactic
D) budgeting strategy
E) electronic data interchange
Q3) When would an advertiser use a profile-matching strategy?
Q4) What constitutes a well-written media objective?
Q5) What are the basic steps of the task method of budgeting?
Q6) How do advertisers choose which media to use?
Q7) Explain the principles of continuity and flighting.
Q8) Summarize the media planning process.
Q9) How is a brand development index (BDI) developed and utilized? Page 10
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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) If ABC Company entered into a space contract with Canadian Geographic to purchase 12 four-colour pages throughout the year, but by the end of the contract period had only purchased eight pages, what would happen?
Q2) 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
Q3) In terms of content and audience reached, magazine publications fall into two major categories:
A) general interest and special interest
B) consumer and business
C) entertainment and sports
D) horizontal and vertical
E) trade and association
Q4) "There is nothing as stale as yesterday's news." Which disadvantage of newspaper does this phrase sum up?
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Page 12
Chapter 9: Broadcast Media: Television and Radio
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) Radio attracts the greatest number of listeners
A) during the 6 p.m. news
B) during late night programming
C) in the morning
D) during the afternoon rush-hour
E) at lunch hour
Q2) For advertisers with precisely defined target markets, the use of television advertising is very effective.
A)True
B)False
Q3) Television clutter refers to the scheduling of too many breaks during a program.
A)True
B)False
Q4) One of the most prominent and ongoing television sponsorships in Canada is The Big Bang Theory.
A)True
B)False
Q5) Explain how a reach plan can be applied to buying advertising.
Q6) List the dayparts in television used to determine the rates for commercials.
Q7) Describe the potential discounts available to radio advertisers.
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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) Full-motion video displays that offer the flexibility to change creative quickly are available in
A) transit stations only
B) rural markets
C) along major highways
D) all markets
E) key urban markets
Q2) Advertisers can purchase outdoor poster space either as single panels or as a(n)
A) internet banner
B) magazine ad
C) newspaper ad
D) television commercial
E) showing
Q3) One type of bus wrap is called
A) a backlit
B) a fullback
C) a quarterback
D) a tail poster
E) a backwrap
Q4) Outline the appeal and opportunities of cinema advertising.
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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) In direct response television advertising, unsold inventory available on short notice at a lower cost is called
A) leftover time
B) free time
C) discounted inventory
D) remnant time
E) circulation waste
Q2) In comparison to magazines, direct mail
A) needs more research
B) must solicit support from newspapers
C) costs less per exposure
D) must grab attention without editorial assistance
E) doesn't need to be as attractive
Q3) Describe three kinds of lists.
Q4) What are the three basic steps involved in buying direct mail?
Q5) As an advertising medium, direct mail ranks second.
A)True
B)False
Q6) What is the primary advantage to telemarketing? And, what is the major drawback?
Q7) How is the success of a direct mail campaign measured?
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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) Marketers are trying to figure out to what degree engagement with a brand results in
A) positive publicity
B) brand awareness
C) viral social media
D) liking a brand
E) consumer purchases
Q3) Internet is just ahead of television and radio in terms of the amount of time adults over 55 spend with each medium on a weekly basis.
A)True
B)False
Q4) Explain clickthrough and clickthrough rate.
Q5) The effectiveness of internet advertising is widely accepted.
A)True
B)False
Q6) Outline three disadvantages of online advertising.
Page 16
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Chapter 13: Sales Promotion
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) When a product is new or relatively new and a trial purchase is the primary objective, a marketer will most often use
A) an in-store coupon
B) instantly redeemable coupon
C) on-pack self-coupon
D) in-pack self-coupon
E) media-delivered coupon
Q2) Contests are most appropriate at which stage of the product life cycle?
A) trial stage
B) mature stage
C) growth stage
D) decline stage
E) introductory stage
Q3) Premiums can be offered to consumers as a mail-in. In other words, consumers send in a proof of purchase and the item is returned by mail.
A)True
B)False
Q4) What objectives are achieved through the use of premiums?
Q5) Which media would you recommend to support a contest?
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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 industry benchmark for publicity generated for every dollar spent on sponsorship is currently
A) 6:1
B) 2:1
C) 5:1
D) 3:1
E) 4:1
Q2) The crucial consideration when sponsoring events is
A) exclusivity
B) role of the advertising and promotion
C) image of the event
D) choice of target
E) the long-term benefit
Q3) One of the goals of fundraising campaigns for organizations like the United Way or Salvation Army is
A) lobbying
B) to foster community relations
C) issue management
D) to change government policy
E) to communicate what the organization is all about
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