Canadian Marketing Practices
Question Bank
Course Introduction
Canadian Marketing Practices explores the unique strategies and approaches employed in marketing within the Canadian context. The course examines cultural, economic, legal, and social factors that shape consumer behavior and influence business decisions in Canada. Topics include regulatory frameworks, bilingual and multicultural marketing, regional market segmentation, and the integration of digital technologies. Through case studies and real-world examples, students gain insights into both domestic and international marketing efforts, equipping them with practical skills to design, implement, and evaluate marketing campaigns that effectively reach and engage Canadian audiences.
Recommended Textbook
Canadian Advertising in Action 10th Edition by
Keith J. Tuckwell
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14 Chapters
1537 Verified Questions
1537 Flashcards
Source URL: https://quizplus.com/study-set/2073
Page 2
Chapter 1: Advertising in a Marketing Communications Environment
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109 Verified Questions
109 Flashcards
Source URL: https://quizplus.com/quiz/41243
Sample Questions
Q1) Corporate advertising may be used to
A) increase sales force
B) increase media budget
C) enhance a firm's image among its publics
D) reduce costs
E) improve product development
Answer: C
Q2) The Canadian Code of Advertising Standards addresses
A) Canadian programming content
B) broadcast license applications
C) cable television licences
D) Canadian ownership of broadcast licences
E) appropriate and accurate messages
Answer: E
Q3) Kellogg's Special K Cereal print campaign offered a free personal slim plan with purchase.This advertising tactic encourages brand loyalty in the mature phase of the product life cycle.
A)True
B)False
Answer: True
Page 3
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Chapter 2: The Advertising Industry
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109 Verified Questions
109 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 AOR usually receives slightly more compensation than other agencies working with a client.
A)True
B)False
Answer: True
Q3) The advertising manager role is an advertising agency job.
A)True
B)False
Answer: False
Q4) Media support services include the CRTC.
A)True
B)False
Answer: False
Page 4
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Chapter 3: Consumer Behaviour Concepts and Target Marketing
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Explain why head-on positioning can be more risky than other positioning strategies?
Answer: This positioning strategy presents a brand as being equal or better than another brand.The message focuses on an attribute that is important to the target audience.Performance on that attribute is demonstrated in the advertising.Head-on positioning strategies can be risky and expensive since the brand leader could respond to the challenge.Legal suits between Coca-Cola and Pepsi-Cola are notorious (the Cola Wars).
Q2) Among the elements contributing to role and responsibility changes in parenting is A) government legislation
B) double targeting
C) increasing number of children with attitude
D) the increasing number of two-income families
E) the effectiveness of advertising
Answer: D
Q3) The positioning strategy statement should be detailed.
A)True
B)False
Answer: False
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Chapter 4: Strategic Planning Concepts for Marketing Communications
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Describe how Nike's positioning strategy affects their advertising.
Q2) In contrast to corporate plans,marketing plans are very specific in nature.
A)True
B)False
Q3) When talking about a market background or situation analysis,an example of an external influence is
A) new-product success rates
B) sales volumes
C) technology trends
D) seasonal analysis
E) consumer data
Q4) Why is a geographic profile a necessary part of a target-market profile?
Q5) A SWOT analysis would be used to assist in marketing planning,and consists of a study of the brand's
A) strategic goals, when, how, who
B) sales volume, who, other products, and the media
C) strengths, weaknesses, opportunities and threats
D) market share, strengths, weaknesses, and budgets
E) market research and budget analysis
Q6) Describe the role of a sales representative. Page 6
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Page 7
Chapter 5: Creative Planning Essentials
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) When Ford launched the Focus they incorporated music-themed creative for the internet.This was an effort to
A) attract a new, younger target
B) communicate promotion incentives
C) increase variety of use
D) communicate a positive corporate image
E) communicate a product improvement
Q2) Provide an example of how an advertiser could use factual appeals in its advertising to communicate a product improvement.
Q3) 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
Q4) How are tactical considerations different from creative strategies?
Q5) How does having a complete profile of the target market assist the agency in the development of the creative strategy?
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Chapter 6: Design,layout,and Production
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Explain what is meant by "Successful ads must have visual magnetism."
Q2) In the type of radio ad called a "personality announcement," the advertiser gives up control of
A) when the ad is played
B) which product benefits are included in the ad
C) how often the ad is played
D) the commercial delivery
E) the advertising budget
Q3) 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
Q4) The type of layout that is least likely to have a lot of illustrations is the
A) horizontal split
B) long copy
C) poster
D) insert
E) vertical split
Page 9
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Chapter 7: Media Planning Essentials
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Advertisers using the "industry average" approach base their advertising budgets on
A) what other agencies are spending
B) what consumers are spending
C) the prime-time cost of a 30-second commercial
D) what the cost is of market research
E) what competitors are spending
Q2) Reach is the total area covered by one radio or television station.
A)True
B)False
Q3) The ability to cancel a media buy is an indicator of the chosen media's
A) effectiveness
B) visibility
C) coverage
D) flexibility
E) reach
Q4) Why is it important that a well-defined target-market profile be provided to media planners?
Q5) Describe the percentage-of-sales method of budgeting.
Q6) What is a concentrated media strategy and what are its advantages?
Page 10
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Chapter 8: Print Media: Newspapers and Magazines
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Very often ads placed by national advertisers include a hooker.This identifies
A) an unethical issue
B) an additional insert
C) if the article continues on another page
D) local retailers where the product can be purchased
E) it as a classified advertisement
Q2) Modular agate line advertising is a standardized unit of space.
A)True
B)False
Q3) The circulation of magazines and newspapers in Canada is audited by ABC.
A)True
B)False
Q4) Supermarkets,department stores and shopping malls often purchase double-page spreads,which are also known as a
A) flexform ad
B) continuous ad
C) ROP
D) free-standing insert
E) double truck
Q5) Explain the factors that can affect newspaper rate schedules.
Page 11
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Chapter 9: Broadcast Media: Television and Radio
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41251
Sample Questions
Q1) Network advertising is suitable for advertisers whose products and services are widely distributed and who have relatively large media budgets.
A)True
B)False
Q2) A total audience plan in radio advertising is a
A) frequency discount
B) run-of-schedule rate
C) selective-spot buy
D) continuity discount
E) reach plan
Q3) 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
Q4) PVRs allow viewers to edit out commercials.
A)True
B)False
Page 12
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Chapter 10: Out-Of-Home Media
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Some critics of outdoor advertising refer to it as "pollution on a stick" because it
A) has low reproduction quality
B) is flashy and expensive
C) is not recyclable
D) clutters the landscape
E) has little creative impact
Q2) In transit-shelter advertising,the colour reproduction is
A) oversized
B) generally not backlit
C) ineffective on readership
D) of inferior quality
E) of superior quality
Q3) Interior cards are printed advertisements located in bars and restaurants.
A)True
B)False
Q4) Advertising rates for wraps are the same as other forms of transit ads.
A)True
B)False
Q5) The costs of outdoor advertising are high in two areas.Explain.
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Chapter 11: Direct-Response Media
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41253
Sample Questions
Q1) Direct mail fits between traditional mass media and online media.
A)True
B)False
Q2) A statement stuffer is also known as a
A) leaflet
B) catalogue
C) bounce back
D) folder
E) flyer
Q3) A 60-second commercial seen on conventional television stations encouraging people to try a new skin cream is an example of
A) direct response television (DRTV)
B) telemarketing
C) catalogue marketing
D) direct mail
E) direct-response print
Q4) Telemarketing involves the use of telecommunications.
A)True
B)False
Q5) Explain the advantages that bounce backs offer.
Page 14
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Chapter 12: Interactive Communications
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41254
Sample Questions
Q1) A mutual funds company posts articles on its website on a regular basis to discuss market issues and recommend financial products.This is an example of a
A) podcast
B) webisode
C) company blog
D) banner ad
E) microsite
Q2) The effectiveness of internet advertising is widely accepted.
A)True
B)False
Q3) This is the type of advertising,in which the advertiser's listing is placed within or alongside search results in exchange for paying a fee each time someone clicks on the listing
A) sponsorship
B) contract-based
C) view
D) pay-per-click
E) banner
Q4) What is a sponsorship and how can it be advantageous for an advertiser?
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Chapter 13: Sales Promotion
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41255
Sample Questions
Q1) Media-delivered coupons are coupons distributed
A) inside consumer goods
B) through television stations
C) through in-store kiosks
D) through radio stations
E) in newspapers, magazines or online
Q2) The best known and longest running loyalty program in Canada is offered by
A) Air Canada
B) Air Miles
C) Canadian Tire
D) Pepsi-Cola
E) Esso
Q3) What promotional objectives can be achieved through trade promotions?
Q4) Frequent coupon users are more likely to be females over the age of 55.
A)True
B)False
Q5) What objectives are achieved through the use of premiums?
Q6) Explain why coupons are effective in achieving consumer promotion objectives.
Q7) Describe the various methods of sample distribution.
Q8) 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
Source URL: https://quizplus.com/quiz/41256
Sample Questions
Q1) As a means of personalizing a corporation,corporate blogs are written by
A) journalists
B) industry associations
C) celebrities
D) lobbyists
E) CEOs of large corporations
Q2) Regardless of the situation or desired outcome,public relations objectives tend to be similar to
A) advertising objectives
B) government policies
C) sales promotion objectives
D) marketing objectives
E) corporate mission statements
Q3) Content analysis refers to knowing how much exposure was actually received as a result of public relations activities.
A)True
B)False
Q4) Explain the disadvantages of event marketing and sponsorship.
Q5) What are the basic differences between advertising and public relations?
Q6) How has social media affected public relations?
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