Advertising Principles
Textbook Exam Questions
Course Introduction
Advertising Principles introduces students to the foundational concepts and strategies that drive successful advertising campaigns across various media platforms. The course covers the role of advertising within the broader marketing process, including target audience identification, message development, media selection, and campaign evaluation. Students explore the psychological and societal effects of advertising, ethical considerations, and the impact of digital technology on the advertising industry.
Throughout the course, real-world examples and case studies illustrate how creative concepts are developed and executed, equipping students with the critical thinking skills necessary to create compelling and effective advertising messages.
Recommended Textbook
Canadian Advertising in Action 11th Edition by
Keith J. Tuckwell
Available Study Resources on Quizplus
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
Available Study Resources on Quizplus for this Chatper
127 Verified Questions
127 Flashcards
Source URL: https://quizplus.com/quiz/27940
Sample Questions
Q1) Social media sites are a wonderful place for consumers to deliver word-of-mouth messages about companies.
A)True
B)False
Answer: True
Q2) Companies that approach communications as a complete package, embrace the concept of
A) marketing strategy
B) creative advertising
C) integrated marketing communications
D) product superiority
E) customer satisfaction
Answer: C
Q3) Advertising makes products appear better than they actually are.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above.
Page 3
Chapter 2: The Advertising Industry
Available Study Resources on Quizplus for this Chatper
112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/27942
Sample Questions
Q1) Category managers are common in large, packaged goods companies such as
A) the Government of Canada
B) telemarketers
C) Procter & Gamble
D) the Hudson Bay Company
E) Speedy Muffler
Answer: C
Q2) With complex laws and regulations governing advertising, pharmaceutical companies usually seek out specialist agencies that focus on
A) direct-response
B) product categories
C) interactive media
D) creative
E) media planning
Answer: B
Q3) Media support services include the CRTC.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above.
Page 4
Chapter 3: Consumer Behaviour Concepts and Target Marketing
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/27944
Sample Questions
Q1) Mark's Work Wearhouse changed their name to Mark's and now uses more women in their advertising. Use of a single marketing strategy for both sexes is termed
A) unisex appeal
B) double targeting
C) sexual stereotyping
D) reference group advertising
E) gender positioning strategy
Answer: B
Q2) Self-concept theory states that the self has four components. These are
A) physiological, safety, social, esteem
B) when, how, why and who buys
C) introduction, growth, maturity and decline
D) boomers, gen x, echo boomers, busters
E) real self, self-image, looking-glass self and ideal self
Answer: E
Q3) Mark's advertising appeals to baby boomers.
A)True
B)False
Answer: False
Page 5
To view all questions and flashcards with answers, click on the resource link above.
Chapter 4: Strategic Planning Concepts for Marketing Communications
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/27946
Sample Questions
Q1) The creative plan documents what strategies and techniques will be used to communicate a message.
A)True
B)False
Q2) Competition for customer attention is referred to as
A) competitive positioning
B) noise
C) engagement
D) forward strategy
Q3) When deciding what products to buy, a consumer passes through a series of stages and marketing communications can influence each stage. The stage of conviction refers to
A) learning new facts about the product
B) rejecting the product as unsuitable
C) confirming original attitudes about the product
D) gaining preference in the customer's mind
Q4) How the seasons influence sales of a product is part of the market analysis.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 6
Q5) Why is a mission statement important? What makes a good mission statement?
Chapter 5: Creative Planning Essentials
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/27939
Sample Questions
Q1) Advertising objectives focus on
A) behavioural issues
B) product issues
C) emotional issues
D) rational issues
E) positioning strategies
Q2) Pickup trucks like the Dodge Ram often use this tactic in their advertising:
A) endorsement
B) testimonial
C) a comparative appeal
D) a lifestyle appeal
E) exaggerated product demonstration
Q3) 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
Q4) Explain why production requirements are often determined by the media budget.
Page 7
To view all questions and flashcards with answers, click on the resource link above.
Chapter 6: Design, Layout, and Production
Available Study Resources on Quizplus for this Chatper
112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/27948
Sample Questions
Q1) The envelope in direct mail advertising must functions like
A) the middle in television commercials
B) the end section of television commercials
C) a story board
D) the copy of a print ad
E) the headline in print advertising
Q2) The Pine-Sol Television commercial in which the dog jumps off the kitchen table when his owners come home showed a good opening, middle and closing.
A)True
B)False
Q3) On the web, people sweep the text in a pattern roughly shaped like a(n)
A) box
B) rectangle
C) F
D) A
E) circle
Q4) Few ads in magazines are bleeds.
A)True
B)False
Q5) Describe a banner ad.
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Media Planning Essentials
Available Study Resources on Quizplus for this Chatper
112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/27941
Sample Questions
Q1) A rifle strategy is a matching strategy used in situations where
A) the target market can be precisely defined by some common characteristic
B) budgets are extremely tight
C) commercial time can be purchased on all available stations at a fixed time
D) the nature of the message has determined media selection
E) there is great urgency in the call to action
Q2) Pulsing refers to the grouping of advertisements in flight, at different weights and duration over the course of a year.
A)True
B)False
Q3) The product/brand media profile, contained in the media brief, reviews
A) the psychographics of the target market
B) market size and growth trends
C) competitor's media usage and spending
D) historical media usage and spending trends
E) the amount allocated to the media budget
Q4) Media objective statements should outline what the media plan should accomplish.
A)True
B)False
Q5) When would an advertiser use a profile-matching strategy?
Page 9
To view all questions and flashcards with answers, click on the resource link above.
Chapter 8: Print Media: Newspapers and Magazines
Available Study Resources on Quizplus for this Chatper
112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/27943
Sample Questions
Q1) Newspaper readership tends to increase as a person's level of education and income increases.
A)True
B)False
Q2) Newspaper readers tend to go through the entire paper suggesting
A) position charges for placement in specific sections is wasteful
B) a high possibility for exposure for advertised products
C) that newspaper readers are scanners
D) newspapers have a long lifespan
E) that the editorial content is equally strong in each section
Q3) Colour charges in newspaper ads are normally quoted on A) the frequency of inserts
B) the type of colours selected
C) the position of ad in the newspaper
D) the basis of spot colour or full colour
Q4) 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?
Q5) What are community newspapers and who typically advertises in them?
Q6) Magazines offer advertisers some degree of creative flexibility. Explain how.
Page 10
To view all questions and flashcards with answers, click on the resource link above.
Chapter 9: Broadcast Media: Television and Radio
Available Study Resources on Quizplus for this Chatper
112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/27945
Sample Questions
Q1) The visible placement of branded merchandise in television shows, films, and video games is referred to as
A) branded content
B) sponsorship
C) product placement
D) a selective spot
E) a billboard
Q2) Television advertising has several advantages. Consumer ability to identify the packages of new products is the result of
A) frequency of messages
B) high reach
C) coverage flexibility
D) demographic selectivity
E) demonstration capability
Q3) 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
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Out Of Home Media
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/27950
Sample Questions
Q1) Outdoor advertising can be effective in generating product awareness when used as a primary medium, particularly if a shotgun media strategy is used.
A)True
B)False
Q2) Superboards are typically
A) low budget advertising venues
B) mass produced and distributed nationally
C) high budget one-of-a-kind structures
D) used for short term advertising
Q3) Out-of-home media includes
A) newspapers
B) radio
C) web banners
D) packaging
E) in-store advertising
Q4) A king poster is located on the tail of surface transit vehicles.
A)True
B)False
Q5) Discuss options for advertising in arenas and stadiums.
Q6) What are "wild postings" and what unique advantages can they offer advertisers?
Page 12
To view all questions and flashcards with answers, click on the resource link above.
Chapter 11: Direct Response Media
Available Study Resources on Quizplus for this Chatper
112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/27947
Sample Questions
Q1) Typically, folders and leaflets are printed on
A) newsprint
B) heavier stock
C) translucent paper
D) lightweight letter stock
E) white paper
Q2) The most common means of direct mail delivery is Canada Post. One of the options Canada Post offers for direct mail is
A) addressed mail
B) Purolator
C) parcel post
D) priority post
E) express
Q3) Co-operative direct mail has proven to be one of the most effective forms of print media for
A) increasing telephone inquiries
B) generating responses to coupons
C) driving website traffic
D) generating trial purchases
E) selling expensive automobiles
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Interactive Media
Available Study Resources on Quizplus for this Chatper
112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/27949
Sample Questions
Q1) Describe the benefits associated with a company blog.
Q2) 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
Q3) What does the term "consumer-generated content" mean?
Q4) Generally, response rates or click rates are higher for this type of banner:
A) rectangular
B) big box
C) animated
D) leaderboard
E) pre-roll
Q5) What is a microsite and how do companies use them to market their products?
Q6) Clickthrough refers to the number of times users click on a banner ad.
A)True
B)False
Q7) Explain how companies can use sponsored posts in a newsfeed.
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Sales Promotion
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/27952
Sample Questions
Q1) While promotion strategies bring positive results in the short-term, the long-term risks of repeated promotions include
A) hurting the brand's image
B) alienating distributers
C) increasing costs
D) bringing attention to competitor's products
E) government interference
Q2) Explain the difference between consumer promotions and trade promotions.
Q3) According to statistics, 6.8 billion of these were distributed to Canadian households in 2012.
A) coupons
B) samples
C) contests
D) cash refunds
E) premiums
Q4) Explain the different types of coupons that are distributed through the physical packaging of goods sold.
Q5) What impact has the internet had on consumer promotion trends?
Q6) Provide two examples of a game contest.
Q7) Explain experiential marketing and provide an example.
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Public Relations and Experiential Marketing
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/27951
Sample Questions
Q1) 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
Q2) What are the basic differences between advertising and public relations?
Q3) Advertising is controlled by the media, whereas public relations is controlled and paid for by a sponsor.
A)True
B)False
Q4) Explain the disadvantages of event marketing and sponsorship.
Q5) What criteria should be considered when planning public relations?
Q6) A company delivering messages about its stance on protecting the environment is an example of reputation management.
A)True
B)False
Q7) Venue sponsorship is another form of event sponsorship.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 16