Introduction to Advertising Exam Materials
Course Introduction
Introduction to Advertising explores the fundamental principles, strategies, and practices that drive the world of advertising today. This course covers the history and evolution of advertising, the roles of various media platforms, target audience identification, message creation, and campaign development. Students will examine the psychology behind consumer behavior, ethical considerations in advertising, and the impact of digital technologies on traditional advertising methods. Through case studies and practical assignments, participants will gain insight into how compelling advertisements are crafted and assessed in real-world contexts.
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) People are going online and discussing their experiences with products they have used. This activity takes place on
A) television
B) radio
C) magazines
D) billboards
E) social media
Answer: E
Q2) 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
Q3) Mobile communications are not interactive.
A)True
B)False
Answer: False
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) How does a category manager's role differ from a brand manager?
Answer: A brand manager is responsible for the development and implementation of marketing programs for a specific brand. The brand manager works directly with the communications agencies. Typically, a brand manager reports to a category manager, who is responsible for developing and implementing the marketing activity for all products grouped in the category. The category manager adopts a more generalized view of the business than would a brand manager. Determining which brands receive more or less advertising support would be a decision for the category manager, not the brand manager.
Q2) The advertising manager role is an advertising agency job.
A)True
B)False
Answer: False
Q3) Media support services include the CRTC.
A)True
B)False
Answer: False
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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) Esteem needs are addressed in commercials that portray people in successful business roles-for example, an executive driving a BMW or Porsche.
A)True
B)False
Answer: True
Q2) When print ads in Quebec for Dr. Pepper capitalized on the medical image of the brand, this was an example of
A) demographic segmentation
B) geographic segmentation
C) behaviour response segmentation
D) repositioning
E) psychographic segmentation
Answer: B
Q3) Customers that are less loyal (brand switchers) can be retained by
A) use of coupons to motivate them to buy the product again
B) offering free loyalty program memberships
C) reminding them of the unique features of the product
D) using celebrity endorsements
Answer: A
Page 5
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Chapter 4: Strategic Planning Concepts for Marketing Communications
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Explain Alexander Keith's strategy to achieve growth.
Q2) For Target, in-store Starbucks cafes is a strategic alliance. A)True
B)False
Q3) 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
Q4) Following a divestment strategy, Proctor and Gamble recently Duracell because A) it wanted to build a stronger global presence
B) it wanted to focus on more profitable market segments
C) research showed fewer people eat chips
D) it wanted to pursue more research and development
E) there are too many competitors in the snack market
Q5) Public relations cannot play a key role in launching a new product. 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) Frequently the tagline or slogan in the creative execution captures the essence of A) the positioning strategy
B) the target audience
C) a product line extension
D) the competition
E) a character or spokesperson
Q2) 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
Q3) How does a factual appeal differ from a negative appeal?
Q4) How does having a complete profile of the target market assist the agency in the development of the creative strategy?
Q5) What role does the support claims statement play as an element in the creative objective?
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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) 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
Q2) Recently, the 15-second TV commercial has become more popular with advertisers because
A) today's people have shorter attention spans
B) it saves money on media time
C) it's easier to fit a message into 15 seconds
D) 15-second ads have more impact
E) 15-second ads are better-suited to special effects
Q3) White space is the border of a bleed ad.
A)True
B)False
Q4) 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 Verified Questions
112 Flashcards
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Sample Questions
Q1) A media planner recommends a particular medium within a class because that medium
A) will attract PR
B) is new to the audience
C) has an existing relationship with the agency
D) is the most cost-efficient
E) has time or space available
Q2) Gross impressions are calculated by multiplying the estimated number of people who receive a message by the number of times they receive it.
A)True
B)False
Q3) 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
Q4) How do advertisers choose which media to use?
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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) Readership data about newspapers is compiled by an industry-sponsored measurement organization called
A) BBM
B) Print Measurement Bureau
C) Canadian Circulation Audit Board
D) NADbank Inc.
E) Audit Bureau of Circulation
Q2) A gatefold advertisement in a magazine is one that
A) folds out spanning 2, 3 or 4 pages
B) is the front cover
C) is a preferred position
D) is inside the front cover
E) is an insert
Q3) 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
Q4) How is the cost of placing a newspaper ad determined?
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) Network shows such as Hockey Night in Canada allocate a certain portion of the commercial time available to local stations for selective-spot sales.
A)True
B)False
Q2) The summer television season usually occurs from mid-June to mid-September. Networks offer discounts during this season that can be as high as
A) 25-30%
B) 5-10%
C) 10-15%
D) 15-20%
E) 20-25%
Q3) Explain how advertisers can use media optimizers to buy time on television more efficiently.
Q4) A commercial shown on any of the top 30 television shows in Canada has the potential to reach more than one million viewers.
A)True
B)False
Q5) Explain how a reach plan can be applied to buying advertising.
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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) Describe the factors that are contributing to the popularity of outdoor advertising.
Q2) When speaking of transit wraps, a mural covers
A) a whole transit shelter
B) the inside of a bus
C) a wall in a subway station
D) a whole bus
E) one side of a bus
Q3) 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
Q4) The place where you will find wild postings is
A) in the movie theatre
B) on the hoarding of construction sites
C) in washroom stalls
D) in a sports arena
E) in shopping malls
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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) What is the primary advantage to telemarketing? And, what is the major drawback?
Q2) One of the major forms of direct-response advertising includes
A) telemarketing
B) promotions
C) point-of-purchase transactions
D) personal selling
E) radio commercials
Q3) A response list is a list of
A) magazine subscribers
B) current customers
C) publication information
D) proven mail-order buyers
E) brokers
Q4) Why has the use of direct mail become widespread.
Q5) Explain why direct mail would be attractive to advertisers that want to deliver messages to customers one-on-one.
Q6) As an advertising medium, direct mail ranks second.
A)True
B)False
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Q7) Why is the future success of telemarketing probably in inbound telemarketing?
Chapter 12: Interactive Media
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) The internet is now the most popular means of delivering information about sales promotion offers that act as immediate motivation to buy a product.
A)True
B)False
Q2) Advergaming refers to the placement of ads in commercially sold games or in games played online.
A)True
B)False
Q3) Google's service AdWords is used to determine the ads that appear on the search results page. If awareness is the advertiser's objective, Google's costs are based on
A) cost-per-click
B) cost per thousand impressions
C) cost-per-acquisition
D) cost per million impressions
E) flat-fee
Q4) Explain the pay-for-performance model for buying media space on the Internet.
Q5) What does the term "consumer-generated content" mean?
Q6) Describe the benefits associated with a company blog.
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Chapter 13: Sales Promotion
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) What impact has the internet had on consumer promotion trends?
Q2) How is the success or failure of a coupon offer determined?
Q3) The most common type of refund is the
A) premium
B) multiple-purchase refund
C) single-purchase refund
D) slippage
E) buy one, get a dollar back
Q4) A Cheerios box containing a small sample package of Lucky Charms cereal is an example of cross sampling.
A)True
B)False
Q5) Describe the various methods of sample distribution.
Q6) McDonald's "Monopoly" promotion is an example of a game contest.
A)True
B)False
Q7) What objectives can rebate offers help accomplish?
Q8) Why is it important for marketers to prevent a promotion from being disruptive to the continuity of the product's regular sales message?
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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) Outline some vital tips an organization should take to ensure effective communications with the public during a crisis.
Q2) A form of paid communication that undertakes the task of enhancing a company's image and creating goodwill toward a company is
A) advocacy advertising
B) publicity
C) seeding
D) corporate advertising
E) reputation management
Q3) Public relations must be sensitive to two different publics. Name and describe these audiences.
Q4) Branded content is when a brand is mentioned on a social media site or within a video game.
A)True
B)False
Q5) What criteria should be considered when planning public relations?
Q6) What is the role of a press conference?
Q7) Describe cause marketing and provide an example.
Q8) How can a corporate or brand website be used as a public relations tool?
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