Canadian Advertising
Mock Exam
Course Introduction
Canadian Advertising explores the history, development, and current practices of advertising in Canada. The course examines the unique landscape of Canadian media, the influence of bilingualism and multiculturalism on campaigns, and the regulatory environment that shapes advertising messaging. Students analyze major Canadian advertising agencies, case studies of iconic campaigns, and the impact of digital technologies on the industry. Through critical assessment and creative projects, students gain an understanding of how Canadian values, culture, and business objectives intersect in effective advertising strategies tailored for local and global audiences.
Recommended Textbook
Canadian Advertising in Action 11th Edition by
Keith J. Tuckwell
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14 Chapters
1576 Verified Questions
1576 Flashcards
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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) For management that perceives advertising as an expense, advertising goals will not be met when
A) advertising is expensive
B) measures of advertising effectiveness are unavailable
C) there is a profit-squeeze situation
D) social media is not being used
E) public relations is a priority
Answer: C
Q2) For news and commercial messages, today's consumers are more reliant on
A) television
B) internet and mobile digital technology
C) newspapers
D) satellite radio
E) magazines
Answer: B
Q3) Direct mail is the most common means of delivering direct-response messages to potential consumers.
A)True
B)False
Answer: True
Page 3
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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) If the advertising manager does not like the agency's creative or media recommendation, then
A) more advertising research is required
B) the client must revise their objectives
C) the agency will choose to drop the client
D) the agency proposal won't likely reach the corporate approval stage
E) the advertising budget will be lowered
Answer: D
Q2) Which of the following organizations provides media support services by educating advertisers?
A) Television Bureau of Canada
B) CRTC
C) CARD
D) Nielsen Marketing Research
E) Audit Bureau
Answer: A
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) Market segmentation refers to the process of dividing a large market into
A) smaller units for creative purposes
B) smaller homogeneous markets
C) different target areas for different agencies
D) different product categories
Answer: B
Q2) The role you play with yourself, such as that of an athlete, musician or writer, is a reflection of your self-image.
A)True
B)False
Answer: True
Q3) What are the two primary factors that would prompt a company to reposition its brand?
Answer: Repositioning is defined as changing the place that a brand occupies in the consumer's mind in relation to competitive products. There are two primary reasons for repositioning. One, the marketing activity of a direct competitor may change, and two, the preferences of the target market may change.
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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) What are three essential characteristics in a psychographic profile? Describe how this knowledge would influence the direction of communications message strategies.
Q2) Competition for attention is referred to as A) noise
B) competitive attention
C) competitive awareness
D) strategic awareness
E) acquisition strategies
Q3) Outline three general marketing communications objectives.
Q4) Interactive communications plans are becoming popular with marketers. What are the driving forces that promote this trend and what are some of the opportunities?
Q5) When a company focuses all of its financial and marketing resources to improve sales of its products, it is following a A) new product strategy
B) penetration strategy
C) acquisition strategy
D) market strategy
E) strategic alliance strategy
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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) A potential danger of using celebrity endorsements is the celebrity is
A) not credible
B) underexposed
C) receiving bad press
D) overexposed
E) the product is the hero
Q2) The document that contains vital information about the advertising task at hand is known as the creative brief. This is provided by the
A) marketplace
B) client
C) sales team
D) agency
E) industry
Q3) Through consultation with the agency's creative team, the client will play a dominant role in the development of creative-strategy statements.
A)True
B)False
Q4) What is the purpose of the creative brief?
Q5) 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) A direct mail piece should include multiple pieces in the mailing.
A)True
B)False
Q2) 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
Q3) According to David Ogilvy, ten times as many people read the headline of an ad compared to the body copy.
A)True
B)False
Q4) In television, 30-second spots outperform 60-second spots.
A)True
B)False
Q5) What are thumbnail sketches and how are they used by an art director?
Q6) The insert layout is a visual illustration.
A)True
B)False
Page 8
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Chapter 7: Media Planning Essentials
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112 Flashcards
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Sample Questions
Q1) The client provides the agency's media personnel with background information, along with direction for developing the media plan in a document called
A) a media brief
B) a market profile
C) a media strategy
D) a creative brief
E) the media plan
Q2) When a target market can be narrowly defined by a common characteristic, advertisers use a selective coverage plan with A) a roadblock
B) continuity
C) an even schedule
D) a shotgun strategy
E) a rifle strategy
Q3) Describe the percentage-of-sales method of budgeting.
Q4) How do advertisers choose which media to use?
Q5) Summarize the media planning process.
Q6) What is a build-up schedule?
Q7) What constitutes a well-written media objective?
Page 9
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Chapter 8: Print Media: Newspapers and Magazines
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112 Verified Questions
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Sample Questions
Q1) What are the challenges facing the current newspaper industry?
Q2) Should an advertiser not use all of the estimated space in their contract by the end of the year, the advertiser would have to
A) place more advertisements
B) carry the unused space into the next year's contract
C) pay a penalty
D) pay higher rates the following year
E) pay the magazine based on a short rate
Q3) Newspaper advertising is useful for national advertisers following a key market media strategy. Explain why.
Q4) The primary advantage of magazines is
A) number of ads in a single issue
B) cost
C) frequency
D) target-market selectivity
E) lead time
Q5) The actual readership of a magazine may be much greater than its circulation. A)True
B)False
Q6) Outline the quality benefits of magazine advertising.
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) What impact will the growing penetration of specialty networks have on the future of advertising?
Q2) Smaller budget advertisers can purchase commercial time from
A) individual stations
B) national networks
C) CBC
D) CTV
E) CNN
Q3) The Pacific network is an example of one of the CBC's
A) regional networks
B) competitors
C) international networks
D) Chinese-language networks
E) specialty networks
Q4) An advantage of television as an advertising medium is
A) impact and effectiveness
B) audience fragmentation
C) commercial avoidance
D) planning flexibility
E) the ability to reach anyone, anywhere
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Chapter 10: Out Of Home Media
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111 Flashcards
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Sample Questions
Q1) 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
Q2) Transit advertising rates are unaffected by the number of markets being covered.
A)True
B)False
Q3) Research shows that nearly 75% of all purchase decisions are made right in the store.
A)True
B)False
Q4) One of the weaknesses of outdoor advertising is that it's not a good complementary medium.
A)True
B)False
Q5) Outdoor media space is purchased on the basis of the advertising weight level desired by the advertiser. Explain what this means.
Page 12
Q6) Explain how impulse purchasing is an advantage of at-retail media.
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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) Compare the two types of telemarketing.
Q2) An envelope containing a variety of offers from non-competitive products is an example of
A) solo direct mail
B) DRTV
C) co-operative direct mail
D) bounce back
E) selective direct mail
Q3) Discuss the use of catalogues and magazines as direct marketing venues.
Q4) Factors that contribute to the high absolute costs of direct mail include
A) marketing research
B) agency fees
C) circulation
D) fulfillment
E) applicable taxes
Q5) What is the primary advantage to telemarketing? And, what is the major drawback?
Q6) Explain the advantages and disadvantages of a solo direct mail strategy.
Q7) A good mailing list results in minimal circulation waste.
A)True
B)False
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Chapter 12: Interactive Media
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) In the digital universe, control has shifted from the advertiser to the
A) marketer
B) partner
C) customer
D) web host
E) search engine
Q2) Describe the benefits associated with a company blog.
Q3) What is a sponsorship and how can it be advantageous for an advertiser?
Q4) Clickthrough refers to the number of times users click on a banner ad.
A)True
B)False
Q5) The Interactive Advertising Bureau reports that in 2014 online advertising revenues reached
A) $7.5 billion
B) $0.5 billion
C) $1.5 billion
D) $2.0 billion
E) $3.8 billion
Q6) What is rich media?
Q7) Explain how companies can use sponsored posts in a newsfeed.
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Chapter 13: Sales Promotion
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111 Flashcards
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Sample Questions
Q1) A second objective of consumer promotion is to encourage
A) protection of loyalty
B) increase in listings
C) word-of-mouth advertising
D) sales support
E) a building of volume
Q2) What impact has the internet had on consumer promotion trends?
Q3) An "on-pack" premium promotion is when
A) a consumer collects proof of purchase
B) a consumer is involved in a frequent buyer program
C) an item is attached to a package
D) a consumer buys in bulk
E) a consumer picks an instant win package
Q4) Slippage is when a distributor loses customers during a promotion.
A)True
B)False
Q5) What promotional objectives can be achieved through trade promotions?
Q6) Why is it important for marketers to prevent a promotion from being disruptive to the continuity of the product's regular sales message?
Q7) What is a delayed payment incentive? Provide an example.
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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) One of the biggest advantages of public relations is the control of the message by the company.
A)True
B)False
Q2) A company delivering messages about its stance on protecting the environment is an example of reputation management.
A)True
B)False
Q3) Companies that use this strategy believe that products that are featured in shows have more credibility with viewers. What is the strategy?
A) reputation management
B) product placement
C) press release
D) corporate advertising
E) advocacy advertising
Q4) Essentially, publicity must be newsworthy; what may seem like news to a company may not be news to the media.
A)True
B)False
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