Introduction to Advertising Midterm
Exam
Course Introduction
Introduction to Advertising provides students with a comprehensive overview of the principles and practices of advertising in todays dynamic media landscape. The course explores the history, purpose, and evolution of advertising, examining key concepts such as branding, consumer behavior, campaign strategy, and media selection. Students will analyze real-world advertising campaigns to understand creative message development, ethical considerations, and the impact of digital technologies. Emphasis is placed on both traditional and emerging platforms, equipping learners with the foundational knowledge necessary to critically evaluate advertisements and their role in marketing communication.
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) Social media platforms such as Facebook and Twitter have changed the nature of communications between an organization and the public because
A) social media can only deliver brief and simple advertising messages
B) social media communications must be designed to resonate with millennials
C) social media communications are a two way affair where the goal is to engage consumers
D) Facebook and Twitter are declining in popularity
Answer: C
Q2) Companies use coupons, contests and other incentives to encourage immediate sales.
A)True
B)False
Answer: True
Q3) Consumer advertising is designed to
A) reduce brand awareness of competitors
B) increase perceived value by target audiences
C) elicit a purchase response from consumers
D) support a cause related campaign
Answer: C
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) Advertising agencies are service organizations responsible for creating, planning, producing advertising and placing messages for their clients.
A)True
B)False
Answer: True
Q2) The key responsibility of the copywriter is to come up with a message that stands out and is relevant to the potential customer.
A)True
B)False
Answer: True
Q3) Agencies, as a rule, will not accept assignments from an advertiser who
A) is in direct competition with another client
B) not wholly Canadian-owned
C) requires marketing planning assistance
D) has severed a relationship with another agency
E) has a need for interactive communications
Answer: A
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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) The 4D- rule applies to
A) loyalty-response
B) psychographic segmentation
C) developing a positioning statement
D) behavioural segmentation
E) developing advertising
Answer: C
Q2) Numerous advertising examples can be cited to demonstrate advertising applications of Maslow's need theory; for example, safety needs are used to motivate people to purchase retirement savings plans.
A)True
B)False
Answer: True
Q3) TD Canada Trust appeals to the LGBT market because the bank wants to
A) change attitudes of the gay community
B) appeal to the needs of a large untapped market
C) reduce their media spending
D) change attitudes of their current customers
E) reposition their brand
Answer: B
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) 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
Q2) Marketing objectives typically concentrate on
A) sales volume, market share, and profit
B) brand positioning
C) the competitive landscape
D) all of the above
Q3) A mission statement is a statement of
A) the vision statement
B) the corporate plan
C) the price of a company's products
D) an advertising campaign
E) a company's weakest link
Q4) What type of communications activities are part of a direct-response plan?
Q5) Explain the process of marketing control and evaluation.
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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) For positive appeals, the product promise and benefits presented are based on an experience the potential buyer can avoid by purchasing the advertised product or service.
A)True
B)False
Q2) Day-after recall testing is used by the broadcast media, in particular television. The objective is to
A) find out which media the consumer used in the last 24 hours
B) find out what products the consumer purchased recently
C) determine the exposure and recall of particular commercials
D) measure the creative content for the agency
E) measure the reach of the media
Q3) 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
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Page 7
Chapter 6: Design, Layout, and Production
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) Describe three types of body copy commonly used in print advertising.
Q2) Many practitioners suggest that during a 30-second radio commercial, the brand or company name should be mentioned this many times:
A) 6
B) 5
C) 2
D) 4
E) 3
Q3) What are thumbnail sketches and how are they used by an art director?
Q4) Words like "New!" or "Introducing" are often used in news headlines.
A)True
B)False
Q5) The primary purpose of the headline is to
A) command the reader's attention
B) tell what product is for sale
C) support the company's brand
D) entertain the reader
E) educate the reader
Q6) Outline the advantages and disadvantages of using artwork versus photographs in print advertising.
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) In this budgeting method, the company allocates a predetermined amount to advertising for each unit sold:
A) industry average
B) share of market
C) fixed sum per unit sold
D) task method
E) percentage of sales
Q2) In advertising, "continuity" is
A) the length of time required for a medium to be effective
B) the total audience reached by the media plan
C) measured by gross rating points
D) purchasing media in blocks
E) management's commitment to the campaign
Q3) Purchasing media time in periodic waves, separated by periods of inactivity, is known as
A) hiatus
B) continuity
C) flighting
D) shotgun
E) flexibility
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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) Flexform refers to an advertisement that
A) is full colour
B) covers two full pages
C) comes as an insert
D) is a centrefold
E) does not conform to normal shapes
Q2) Foodservice and Hospitality magazine is an example of
A) a horizontal publication
B) a regional edition
C) a general interest publication
D) a vertical publication
E) a consumer publication
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) Explain the difference between a horizontal business magazine and a vertical one, providing examples.
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Chapter 9: Broadcast Media: Television and Radio
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112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/27945
Sample Questions
Q1) Audience fragmentation is the result of several factors, including
A) increased magazine readership
B) new digital channels
C) the lack of specialty networks
D) text-messaging
E) MP3 players
Q2) Television requires significant lead time from advertisers. For example, network buys are negotiated in June for
A) the eight-week summer season
B) the fall season
C) a complete broadcast year
D) the winter season
E) specials
Q3) Explain how television ratings are determined.
Q4) Explain why advertisers look for sponsorship opportunities in television advertising.
Q5) Television advertising involves relatively low production costs.
A)True
B)False
Q6) Explain how a reach plan can be applied to buying advertising.
Page 11
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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) Out-of-home media includes
A) newspapers
B) radio
C) web banners
D) packaging
E) in-store advertising
Q2) 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
Q3) There are several advantages to outdoor advertising, one of which is
A) prestige
B) target flexibility
C) stand-alone medium
D) target market selectivity
E) production costs
Q4) A king poster is located on the tail of surface transit vehicles.
A)True
B)False
Q5) The costs of outdoor advertising are high in two areas. Explain.
Page 12
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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) Co-operative direct mail has proven to be one of the most effective forms of print media for
A) increasing telephone inquiries
B) generating responses to coupons
C) driving website traffic
D) generating trial purchases
E) selling expensive automobiles
Q2) Advantages of addressed mail include
A) prestige
B) geographic flexibility
C) lifespan
D) cost savings
E) the return of undeliverable mail
Q3) One of the disadvantages of direct-response television is
A) late night scheduling
B) fulfillment
C) cost
D) its inflexibility
E) consumer skepticism about the message
Q4) Explain the advantages and disadvantages of a solo direct mail strategy.
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Chapter 12: Interactive Media
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112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/27949
Sample Questions
Q1) Yahoo! and Facebook are examples of
A) measurement companies
B) portal sites
C) cookies
D) sponsors
E) ad networks
Q2) In contrast to the younger generation, Canadian boomers are not replacing familiar traditional technology like television.
A)True
B)False
Q3) What is crowdsourcing?
Q4) When online users choose to receive messages from particular advertisers, this is an example of
A) sponsored e-mail
B) opt-in direct email
C) sponsorship
D) spam
E) banners
Q5) What is the definition of mobile marketing?
Q6) What is search advertising?
Page 14
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Chapter 13: Sales Promotion
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Sales promotion can be defined as activity that provides special incentives to bring about
A) more movement in the product life cycle
B) immediate response from consumers
C) more creative advertising
D) more web sites
E) greater competitor activity
Q2) What is the difference between a trade allowance and a performance allowance?
Q3) Of the 6.8 billion coupons distributed by the packaged goods industry annually, how many are redeemed?
A) 1.1 billion
B) 650 million
C) 330 million
D) 225 million
E) 86 million
Q4) For the organization, a benefit of a loyalty program is the information it is collecting about customer purchase behaviour.
A)True
B)False
Q5) What objectives can rebate offers help accomplish?
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) The Toronto International Film Festival approaches sponsorships as A) silencing third parties
B) a necessary evil
C) borrowed interest
D) capitalistic
E) true partnerships
Q2) Companies financially support events in return for
A) names of attendees
B) products/services associated with the event
C) advertising privileges associated with the event
D) VIP privileges associated with the event
E) future rental of the event venue
Q3) In terms of public relations, internal publics include
A) customers
B) prospective shareholders
C) the financial community
D) community organizations
E) the media
Q4) Describe cause marketing and provide an example.
Q5) Describe what a company must do to ensure a successful sponsorship.
Page 16
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