Introduction to Advertising Question Bank
Course Introduction
Introduction to Advertising provides students with a foundational understanding of the principles and practices that shape the advertising industry. This course covers the evolution of advertising, key concepts such as branding, targeting, and positioning, and explores different media channels including print, broadcast, digital, and social media. Students will analyze real-world advertising campaigns, learn about strategic planning, message development, and the role of creativity in effective advertisements. The course also considers ethical, social, and regulatory aspects of advertising, preparing students to think critically about the impact and responsibilities of advertising in contemporary society.
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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Page 2
Chapter 1: Advertising in a Marketing Communications Environment
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) Assuming that consumers develop a favourable attitude toward a specific service or brand,advertising can be both
A) informative and multi-cultural
B) informative and segmented
C) persuasive and direct response
D) informative and persuasive
E) informative and negative
Answer: D
Q2) Advertising makes products appear better than they actually are.
A)True
B)False
Answer: False
Q3) A press release issued by Greenpeace would be used to influence the attitudes,opinions and behaviours of interest groups toward its organization.
A)True
B)False
Answer: True
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Page 3
Chapter 2: The Advertising Industry
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) Explain the various factors that could lead to a client's advertising manager firing an agency.
Answer: There could be many reasons why an agency is fired.Most of these reasons have to do with the strength of the client-agency relationship.Common reasons for letting an agency go are client dissatisfaction with the quality of work,new client demands that can't be met,the absence of a team concept,philosophical differences,client consolidation,and mergers that result in account conflict situations.
Q2) Advertisers are represented by the
A) CRTC
B) CARDMEDIA
C) ACA
D) ICA
E) NBC
Answer: C
Q3) Creative boutiques are usually staffed by previous creative department employees of full-service agencies.
A)True
B)False
Answer: True
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Page 4
Chapter 3: Consumer Behaviour Concepts and Target Marketing
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) The analysis of information that establishes relationships between pieces of information in order to identify effective marketing communications strategies is called
A) CRM
B) positioning
C) data mining
D) direct marketing
E) behaviour-response marketing
Answer: C
Q2) Air Miles is an example of a customer rewards program used for data mining.
A)True
B)False Answer: True
Q3) Companies present their products to consumers so that the products agree with the prevailing attitudes of their target audience.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Strategic Planning Concepts for Marketing Communications
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Many marketing practitioners believe that the quality of a message doesn't matter,as long it is delivered frequently enough.
A)True
B)False
Q2) Marketing communications strategies include
A) specific tactics
B) identification of the product line
C) the pricing strategy
D) a positioning statement
E) description of the distribution channels
Q3) Why are companies investing more heavily in direct response techniques to get their message out?
Q4) The Nike campaigns that show athletes excelling in their sport is guided by
A) new product activity
B) positioning strategy
C) marketing strategy assessment
D) a strategic alliance
E) an acquisition strategy
Q5) Describe the role of a sales representative.
Page 6
Q6) What is a marketing strategy?
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Page 7
Chapter 5: Creative Planning Essentials
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109 Flashcards
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Sample Questions
Q1) Describe the criteria clients using the managerial approach for evaluating creative may apply.
Q2) The creative team need not concern itself with what competitor brands are saying and how they are saying it.
A)True
B)False
Q3) Endorsements of a product or service is presented by an organization or
A) pets
B) models
C) an average person, off the street
D) a demonstration
E) a celebrity
Q4) In order for the audience to remember the name of the product in a television commercial,there must be sufficient
A) brand registration
B) production quality
C) product comparison
D) brand endorsement
E) brand demonstration
Q5) Describe the client's role in the creative development process.
Page 8
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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) A bleed page in magazine advertising refers to when A) the white space extends to the edge of the page
B) the coloured background extends to the edge of the page
C) the colour bleeds into white
D) the flow is affected by the colour
E) there is an error in printing
Q2) Explain direct-response communications and name the more common types.
Q3) Video advertising is not for traditional-style advertisers who use television.
A)True
B)False
Q4) 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
Q5) What is out-of-home advertising and how is it best used as an advertising vehicle?
Q6) What is white space and why should its use be considered?
Page 9
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Chapter 7: Media Planning Essentials
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110 Flashcards
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Sample Questions
Q1) Explain the media concept called "recency."
Q2) Continuity is one of the first media planning variables to be sacrificed when budget becomes an issue.
A)True
B)False
Q3) Which of the following publications would most likely be used in a "rifle" strategy?
A) Time Magazine
B) Chatelaine Magazine
C) Ski Canada Magazine
D) Canadian Geographic Magazine
E) Globe and Mail newspaper
Q4) Frequency refers to
A) the type of TV commercial
B) the length of an advertising campaign
C) the average number of times an audience is exposed to an advertisement
D) the delivery schedule of a newspaper or magazine
E) the total number of potential audience
Q5) Describe a selective coverage plan.Provide an example.
Q6) What constitutes a well-written media objective?
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) Given that circulation and the costs of advertising (line rates)vary among newspapers,how do advertisers compare alternatives for cost efficiency?
Q2) The placing of advertisements anywhere within the regular printed pages of a newspaper is referred to as ROP (run of press,run of paper).
A)True
B)False
Q3) 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
Q4) The largest daily Canadian newspaper is The Globe and Mail,which has an average ?Monday-to-Friday circulation of 421 700 per day.
A)True
B)False
Q5) Explain the four main disadvantages of magazine advertising.
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Chapter 9: Broadcast Media: Television and Radio
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110 Flashcards
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Sample Questions
Q1) 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
Q2) A frequency discount is usually earned when buying television time as
A) a minimum number of spots over a specified period of time
B) seasonal advertising
C) package plans
D) continuous advertising
E) volume advertising
Q3) The normal length of television commercials is
A) infomercials
B) 60 seconds
C) 30 seconds
D) 15 seconds
E) 45 seconds
Q4) What advantages can radio offer a local retail advertiser like a corner grocery store?
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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) Research shows that nearly 75% of all purchase decisions are made right in the store.
A)True
B)False
Q2) A transit shelter unit consists of
A) vertical interior cards
B) exterior bus posters
C) Two street level backlit posters
D) wall banner
E) superboard
Q3) There are a few disadvantages to purchasing outdoor media,one of which is
A) target reach and frequency
B) geographic flexibility
C) creative limitations
D) compatibility with other media
E) visual impact
Q4) Why is market coverage of transit advertising an advantage?
Q5) Outdoor posters are often referred to as billboards.
A)True
B)False
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Chapter 11: Direct-Response Media
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Describe three kinds of lists.
Q2) Direct mail is a form of advertising communicated to prospects via A) statement stuffers
B) television
C) catalogues
D) telecommunications
E) the postal service
Q3) Specialized or individually prepared direct mail offers sent directly to prospects are called
A) personal packs
B) single-piece direct mail
C) solo direct mail
D) cooperative direct mail
E) customized direct mail
Q4) How is the success of a direct mail campaign measured?
Q5) What are the three basic steps involved in buying direct mail?
Q6) First class mail is a way of distributing direct mail.
A)True
B)False
Q7) Describe direct home shopping.
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Chapter 12: Interactive Communications
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) The Interactive Advertising Bureau reports that in 2011 online advertising revenues reached
A) $7.5 billion
B) $0.5 billion
C) $1.5 billion
D) $2.0 billion
E) $2.6 billion
Q2) Success of an email ad depends on
A) quality of the email list
B) going viral
C) length of the email
D) how informative the content is
E) sponsorship
Q3) How is a webisode different from a television commercial?
Q4) Lower traffic sites are more likely to use a flat-fee system.
A)True
B)False
Q5) What is behavioural targeting and how does it work?
Q6) Explain clickthrough and clickthrough rate.
Q7) 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 Flashcards
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Sample Questions
Q1) Of the 5.7 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) 95 million
Q2) If 1000 coupons are distributed and 75 are returned,then the redemption rate is
A) 75%
B) 15%
C) 7.5%
D) 0.75%
E) 10%
Q3) Among media-delivered coupons,this distribution method has a higher rate of redemption than magazines.
A) direct mail
B) online
C) television
D) newspaper
E) free-standing insert
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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 most prominent disadvantage to events and sponsorships is
A) the ambush marketing tactics
B) the high cost
C) the intrusive media coverage
D) overcrowding
E) the clutter of signage
Q2) Public relations can play a key role in
A) the mature stage of the life cycle
B) advertising campaigns
C) launching new products
D) the growth stage of the product life cycle
E) the decline stage of the product life cycle
Q3) How well an organization manages a crisis situation has a direct impact on how the public perceives the outcome.
A)True
B)False
Q4) How has social media affected public relations?
Q5) Describe cause marketing and provide an example.
Q6) What role would public relations play in a new product introduction?
Q7) What is product placement? Provide an example.
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