Canadian Marketing Practices
Chapter Exam Questions
Course Introduction
This course explores the unique characteristics, challenges, and opportunities that define marketing in Canada. Students will examine the historical, cultural, economic, and regulatory factors that influence Canadian marketing strategies, emphasizing how these elements differentiate Canadian markets from those in the United States and internationally. Case studies and real-world examples are used to analyze consumer behavior, digital marketing trends, branding, multicultural communications, and cross-border trade. By the end of the course, students will have a solid foundation in designing effective marketing plans that are attuned to the diverse and dynamic Canadian marketplace.
Recommended Textbook
Canadian Advertising in Action 10th Edition by
Keith J. Tuckwell
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14 Chapters
1537 Verified Questions
1537 Flashcards
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Chapter 1: Advertising in a Marketing Communications Environment
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Sample Questions
Q1) The critical time for marketing communications in the product life cycle is during A) the mature stage
B) the introduction and growth stages
C) the introduction stage
D) the growth stage
E) the mature and decline stages
Answer: B
Q2) A story about a company product in a newscast or newspaper that is not paid for by the company is an example of which form of integrated marketing communications?
A) advertising
B) sales promotion
C) public relations
D) event marketing
E) sponsorship
Answer: B
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Page 3
Chapter 2: The Advertising Industry
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Sample Questions
Q1) In essence,the agency fee system promotes an efficient client-agency relationship where the client only pays for the services provided.
A)True
B)False
Answer: True
Q2) Media research is concerned with quantitative measures of media exposure.
A)True
B)False
Answer: True
Q3) The Canadian media is divided into numerous categories,one of which is
A) television
B) radio
C) magazines
D) print
E) direct mail
Answer: D
Q4) The advertising manager role is an advertising agency job.
A)True
B)False
Answer: False
Page 4
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Chapter 3: Consumer Behaviour Concepts and Target Marketing
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Sample Questions
Q1) Esteem needs,as defined by Maslow,are addressed in commercials that portray people in
A) major chain stores
B) successful business roles
C) retraining programs
D) further education
E) purchasing gasoline
Answer: B
Q2) How do marketers use location-based targeting to their advantage?
Answer: Location-based targeting uses consumers' location information captured by signals from a smartphone.Check-in service organizations like Groupon bring special deals to people on their mobile devices in real time.Note that the customer signed on to the service giving permission to be sent the promotional communications.A customer in the grocery store can find out what's on sale while they shop through the grocery aisles.
Q3) Consumers notice all messages they physically encounter.
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) What is a marketing strategy?
Q2) The goal of contemporary communications is to engage the consumer.Engagement is driven by three factors:
A) attention, interest and desire
B) awareness, comprehension and conviction
C) objectives, strategies and tactics
D) price, place and product
E) conditions, context and content
Q3) Explain Alexander Keith's strategy to achieve growth.
Q4) Coca-Cola and Pepsi rely heavily on media advertising and distribution strategies,which are both components of the
A) financial summary
B) competitive analysis
C) target market profile
D) marketing communications activities
E) marketing mix
Q5) The creative plan documents what strategies and techniques will be used to communicate a message.
A)True
B)False
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Chapter 5: Creative Planning Essentials
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Sample Questions
Q1) After confirming the message content (creative objective),the next stage in the process is to develop the
A) creative execution
B) client evaluation
C) media buy
D) creative strategy
E) research plan
Q2) Describe the type of creative appeal used in the Porsche "Rules the bends" campaign.
Q3) In recognition tests,respondents are asked if
A) they have changed the product they use
B) they can identify a brand name
C) they can recognize a logo
D) they have bought a specific product recently
E) they can recall an advertisement for a specific product
Q4) Provide an example of how an advertiser could use factual appeals in its advertising to communicate a product improvement.
Q5) What is the purpose of the creative brief?
Q6) How might a brand's existing reputation influence the advertising message?
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Q7) Explain why production requirements are often determined by the media budget.
Chapter 6: Design,layout,and Production
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Sample Questions
Q1) Shelf-talkers,ad pads and floor ads are all examples of point-of-purchase advertising.
A)True
B)False
Q2) The sections of a television commercial are typically divided into
A) spaces of various size
B) an opening, a middle, and a closing
C) public and government networks
D) 6 sections
E) 15, 30 and 60 second sections
Q3) White space is
A) the part of the advertisement that is not occupied by other elements
B) the margins around an advertisement
C) the area where the visual goes
D) part of a black and white advertisement
E) the area where the text goes
Q4) Explain the key roles of the beginning,middle and closing of a television commercial.Use the Pine-Sol "Dog Tired" commercial to illustrate your example.
Q5) When it comes to video advertising,why should you "choose short over long"?
Page 8
Q6) Explain what is meant by "Successful ads must have visual magnetism."
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Chapter 7: Media Planning Essentials
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Sample Questions
Q1) When would an advertiser use a profile-matching strategy?
Q2) In the case of a "profile-matching strategy",the customer target market is carefully defined by
A) demographic, geographic, and psychographic variables
B) customizing the product
C) advertising in every newspaper
D) working with an agency that has experience in the specific segment
E) analyzing the previous sales history
Q3) This type of media schedule is used for products that are sold and purchased at traditional times of the year
A) skip
B) blitz
C) seasonal
D) pulsing
E) roadblock
Q4) What is national coverage and how can it be achieved?
Q5) When would advertisers use a seasonal schedule?
Q6) Describe the percentage-of-sales method of budgeting.
Q7) Compare gross impressions to gross rating points.
Q8) Who is responsible for developing a media plan?
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Chapter 8: Print Media: Newspapers and Magazines
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Sample Questions
Q1) Newspapers offer merchandise tie-in opportunities,such as
A) yearly contracts
B) flexform ads
C) editorial support
D) co-operative advertising
E) long copy ads
Q2) Given that circulation and the costs of advertising (line rates)vary among newspapers,how do advertisers compare alternatives for cost efficiency?
Q3) What are community newspapers and who typically advertises in them?
Q4) A technique in which the coloured background of an ad extends to the edge of the page is called
A) Spot colour
B) Full colour
C) A gatefold
D) A placement
E) A bleed
Q5) 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?
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Chapter 9: Broadcast Media: Television and Radio
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Sample Questions
Q1) The situation where a special program replaces a regularly scheduled program is known as
A) optimizing
B) run of schedule
C) D-Day
D) media convergence
E) pre-emption
Q2) Advertisers with smaller budgets cannot purchase commercial air time from individual stations.
A)True
B)False
Q3) Studies show that early adopters of personal video recorders (PVRs)watch 60% of their televisions viewing from their computers,and skip ____% of the ads in these programs.
A) 50%
B) 20%
C) 90%
D) 75%
E) 35%
Q4) How does a frequency discount differ from a continuity discount?
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Chapter 10: Out-Of-Home Media
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Sample Questions
Q1) What is the main reason for the use of point-of-purchase advertising?
Q2) 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
Q3) A light viewer of television,who is hard to reach regardless of the weight level purchased,may be easier to reach via outdoor advertising.
A)True
B)False
Q4) A king poster is located on the tail of surface transit vehicles.
A)True
B)False
Q5) All outdoor advertising rates are quoted on a
A) 8-week basis
B) weekly basis
C) 12-week basis
D) bi-weekly basis
E) 4-week basis
Page 12
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Chapter 11: Direct-Response Media
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Sample Questions
Q1) Why has the use of direct mail become widespread.
Q2) A 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) The use of direct mail is widespread because it's a medium that enables the sender to
A) use leaflets
B) include images
C) reach a local audience
D) send short messages
E) personalize messages
Q4) What are the three basic steps involved in buying direct mail?
Q5) Direct response television advertising does not always try to sell something.List other objectives of direct response advertising.
Q6) Compare the two types of telemarketing.
Q7) Explain how companies like Shoppers Drug Mart develop house lists.
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Chapter 12: Interactive Communications
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Sample Questions
Q1) What is crowdsourcing?
Q2) Conversation reach is based on visitors per year.
A)True
B)False
Q3) the number of times an ad is sent to a visitor of a web page is referred to as:
A) a visit
B) download rate
C) a clickthrough
D) an ad view
E) the clickthrough rate
Q4) In contrast to the younger generation,Canadian boomers are not replacing familiar traditional technology like television.
A)True
B)False
Q5) Facebook has a high click rate.
A)True
B)False
Q6) What is a sponsorship and how can it be advantageous for an advertiser?
Q7) Explain why many companies are reluctant to invest in social media communications.
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Chapter 13: Sales Promotion
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Sample Questions
Q1) Experiential marketing is another name for on-site sampling.
A)True
B)False
Q2) What is the purpose of branded promotion merchandise?
Q3) Because of consumer involvement,contests
A) are self-liquidating
B) are well supported by the retail trade
C) help dramatize a unique selling point
D) are the most effective promotion for generating product trial
E) are cost-effective
Q4) According to statistics,5.7 billion of these were distributed to Canadian households in 2009.
A) coupons
B) samples
C) contests
D) cash refunds
E) premiums
Q5) What is the difference between a trade allowance and a performance allowance?
Q6) Why do manufacturers often introduce new products or advertising campaigns at trade shows?
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Chapter 14: Public Relations and Experiential Marketing
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Sample Questions
Q1) Community relations are an important tool for communicating
A) corporate social responsibility
B) new product launches
C) discoveries
D) policy decisions of government
E) profit results
Q2) The gathering of news reporters to witness the release of important information about a company or product is a
A) feature story
B) press release
C) press kit
D) video news release
E) press conference
Q3) Venue sponsorship is another form of event sponsorship.
A)True
B)False
Q4) Why is exclusivity important to event sponsors?
Q5) A concern among sponsors is the clutter of advertising and signage at events.
A)True
B)False
Page 16
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