Canadian Advertising
Midterm Exam
Course Introduction
Canadian Advertising explores the unique characteristics, practices, and evolution of advertising within Canada. This course examines the historical development of the Canadian advertising industry, key regulatory frameworks, and the impact of Canadian culture, bilingualism, and regional diversity on advertising strategies. Students will analyze contemporary advertising campaigns across traditional and digital media, consider ethical considerations, and assess how Canadian advertising responds to social issues and consumer trends. The course emphasizes critical thinking and practical assignments to develop skills in creating and evaluating effective advertising tailored to the Canadian market.
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) What is a competitive advantage? Give an example of a product that demonstrates this characteristic.
Answer: A competitive advantage involves one or more product or service features that are superior to the competition, and that are meaningful to the target customer. Colgate toothpaste has ingredients that repair sensitive teeth, a perceived benefit of the consumer.
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) SUV car ads showing people enjoying themselves outdoors is an example of an advertiser demonstrating product superiority.
A)True
B)False
Answer: False
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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) The largest agency network in Canada is
A) MDC Partners
B) Maritz Canada
C) Cossette Communication Group
D) Carlson Marketing
E) Nurun
Answer: C
Q2) 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
Q3) Creative boutiques are usually staffed by previous creative department employees of full-service agencies.
A)True
B)False
Answer: True
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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) Give an example and explain what is meant by "Product-Differentiation Positioning".
Answer: This positioning strategy focuses on a unique attribute of a product-a feature that distinguishes it from all other products. Examples of features include performance quality, durability, reliability, or style. In the orange juice market, Tropicana's Trop50 differentiates itself by communicating that it has 50% less sugar and calories than the competition. This is particularly interesting to consumers leading healthier lifestyles.
Q2) The TD Proudly Supports Pride in Toronto ad campaign is targeted to
A) women
B) single moms
C) gay community
D) teens
E) lumberjacks
Answer: C
Q3) "Suburban Gentry" is a market cluster segmented by geography.
A)True
B)False
Answer: False
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Page 5
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 positioning strategy statement is a working statement.
A)True
B)False
Q2) 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?
Q3) Distribution and market share trends are considered within the product analysis.
A)True
B)False
Q4) After the corporate objectives are confirmed, the organization must identify the corporate strategies, which are plans outlining
A) changing demographics
B) the responsibilities of the advertising manager
C) the media required
D) the role of the marketing manager
E) how the objectives will be achieved
Q5) Activities, interests and opinions are three essential characteristics of psychographic profile.
A)True
B)False
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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) The advertising problem or opportunity may be better described as the
A) unique selling point
B) overall goal of the campaign
C) product profile
D) creative strategy
E) creative execution
Q2) "Before and after" scenarios are examples of this presentation tactic:
A) endorsement
B) torture test
C) testimonial
D) product as hero
E) product demonstration
Q3) The target market profile must be supplied to the agency by the A) Canadian Outdoor Measurement Bureau
B) Statistics Department of Canada
C) Audit Bureau of Circulation
D) media
E) client
Q4) Describe the client's role in the creative development process.
Q5) Summarize the key elements of creative planning.
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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) The style of banner ad appearing as a rectangular box or column down the side of a page is known as
A) column
B) straight announcement
C) rich media
D) skyscraper
E) window ad
Q2) "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.
Q3) Colour has no impact on how many people read an ad.
A)True
B)False
Q4) Flow refers to
A) the movement of the reader's eye
B) the flow of white space
C) the rate of art work from the creative team
D) the time frame for the media campaign
E) the flow of product from the client
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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 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
Q2) It is now common for the client to brief the agency creative team and media team at the same time.
A)True
B)False
Q3) This budgeting method is based on the premise that advertising plays a key role in motivating consumers.
A) task (objective) method
B) percentage of sales
C) industry average
D) fixed sum per unit sold
E) share of advertising/share of market
Q4) In what circumstances would an advertiser employ a regional coverage strategy?
Q5) What is a concentrated media strategy and what are its advantages?
Q6) Explain the "rifle strategy" used to match media with markets.
Page 9
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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) Advertisers can partially overcome the problem of clutter in magazines by
A) using spot colour
B) placing several ads in the same publication
C) purchasing left side pages
D) using bold stroke cartoons
E) ordering preferred positions
Q2) The total average daily circulation of Canadian daily newspapers is 5.6 million copies. The total number of Canadian daily newspapers that contribute to that circulation is
A) 55
B) 68
C) 96
D) 110
E) 147
Q3) How is the cost of placing a newspaper ad determined?
Q4) Vertical publications are magazines that only print advertising in columns.
A)True
B)False
Q5) Compare a digest-size magazine to a standard-size magazine. Include at least one example of each size.
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) A multitude of specialty networks is available to viewers. Some of the more popular include
A) TSN
B) CBC North
C) Global TV
D) CTV Ontario
E) Pay-Per-View
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) What are some of the advantages of advertising on television?
Q4) Labatt's Budweiser is a major sponsor for Don Cherry's Coach's Corner.
A)True
B)False
Q5) How does a frequency discount differ from a continuity discount?
Q6) Explain how a reach plan can be applied to buying advertising.
Q7) Compare the Adult Contemporary (AC) radio station format to News/talk.
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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) Digital sign units display ads that are generally
A) 10-15 seconds in length
B) 2-3 seconds in length
C) 30 seconds in length
D) 60 seconds in length
E) 5-10 seconds in length
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) Explain how transit advertising is purchased.
Q4) A volume discount is a reduced rate
A) for preferred customers
B) only available to large companies
C) based on the dollar amount purchased
D) for extended buys, such as 12 weeks or more
E) provided to those who pay cash
Q5) Why would an advertiser invest in the high cost of producing a backlit poster?
Page 12
Q6) Why are transit riders an attractive audience for advertisers?
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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) Response rates tend to be much higher for solo direct mail than for co-operative direct mail because it
A) stands alone
B) is personalized
C) offers better discounts
D) has high reach
E) is geographically flexible
Q2) Circulation lists are prepared from government, census, telephone, warranty, and other publication information.
A)True
B)False
Q3) Almost 90% of people are likely to open direct mail if it looks interesting.
A)True
B)False
Q4) How is the success of a direct mail campaign measured?
Q5) A DVD may be sent to a serious prospect for more expensive products.
A)True B)False
Q6) Compare the two types of telemarketing.
Q7) Why has the use of direct mail become widespread.
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Chapter 12: Interactive Media
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) A measurement that allows an advertiser to judge the response to an online ad is referred to as
A) a clickthrough
B) a browsing period
C) an interstitial
D) a visit
E) an ad view
Q2) What is behavioural targeting and how does it work?
Q3) Advergaming refers to the placement of ads in commercially sold games or in games played online.
A)True
B)False
Q4) If an ad was to move within a transparent layer over the page and play within a specific area of the page, it would be an example of
A) a floating ad
B) a permission-based email
C) a banner ad
D) a window ad
E) a videostrip
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Chapter 13: Sales Promotion
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Trade promotion activities are targeted towards
A) consumers
B) sales force
C) marketers
D) media
E) distributors
Q2) In Canada the most widely used promotional item is
A) beauty products
B) apparel
C) magazines
D) coupons
Q3) Trade shows are organized each year by an industrial association to demonstrate the latest products of member manufacturers.
A)True
B)False
Q4) Slippage is when a distributor loses customers during a promotion.
A)True
B)False
Q5) What objectives can rebate offers help accomplish?
Q6) What is a delayed payment incentive? Provide an example.
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) At the product level, publicity is used to launch goods.
A)True
B)False
Q2) Unlike advertising, public relations is a form of communications
A) designed and created by agencies
B) free of any costs and controlled by no one
C) controlled and paid for by government
D) determined by the media
E) controlled and paid for by a sponsor
Q3) Event marketing is big business. The sponsorship market in Canada is estimated to be worth
A) $3.6 billion
B) $2.85 billion
C) $7.8 billion
D) $2.2 billion
E) More than $10 billion
Q4) Outline some vital tips an organization should take to ensure effective communications with the public during a crisis.
Q5) Explain the disadvantages of event marketing and sponsorship.
Q6) What is a borrowed-interest strategy? Give an example.
Page 16
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