Marketing Communications
Midterm Exam
Course Introduction
Marketing Communications explores the various methods and strategies organizations use to convey their messages and build relationships with target audiences. The course covers the core elements of integrated marketing communications, including advertising, public relations, sales promotion, direct marketing, personal selling, and digital media. Students will learn how to develop effective communication campaigns, select appropriate channels, and tailor messages to align with branding objectives and consumer behavior. Emphasis is placed on the planning, execution, and evaluation of communication strategies in a diverse and evolving media landscape, preparing students to engage consumers and stakeholders effectively in both local and global contexts.
Recommended Textbook
Canadian Advertising in Action 11th Edition by
Keith J. Tuckwell
Available Study Resources on Quizplus 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) Popular promotions during the mature stage of the product life cycle are
A) coupons and price discounts
B) premium offers and contests
C) price discounts and bonus packs
D) seasonal packaging and coupons
E) sale prices
Answer: B
Q2) Research shows that social media are effective in building market share when
A) advertising is a pop- up
B) long advertising videos are shown on YouTube
C) the audience can purchase immediately after seeing the advertising on the internet
D) celebrities endorse the social media advertising
E) customers share their positive opinions
Answer: E
Q3) Advertising messages focus on the unique selling features of the product and the benefits that the customer will derive from them.
A)True
B)False
Answer: True
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) 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
Q2) The agency compensation system gaining in popularity is the
A) commission system
B) payment-by-results system
C) media buy system
D) fee system
E) agency of record system
Answer: B
Q3) Advertising agencies are service organizations responsible for creating, planning, producing advertising and placing messages for their clients.
A)True
B)False
Answer: True
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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) Research indicates high-end products, such as those by Mercedes-Benz, appeal primarily to which age group?
A) 55 - 70
B) 71 - 85
C) 18 - 24
D) 25-34
E) 35-54
Answer: E
Q2) An individual's favourable or unfavourable feelings toward an idea or object are referred to as
A) motives
B) needs
C) impressions
D) attitudes
E) perceptions
Answer: D
Q3) Positioning refers to the place a brand occupies in the agency's campaign.
A)True
B)False
Answer: False
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) How the seasons influence sales of a product is part of the market analysis.
A)True
B)False
Q2) Who formulates the overall strategic direction for an organization?
A) external planning consultants
B) middle managers
C) senior managers
D) the media
E) stock holders
Q3) The creative plan documents what strategies and techniques will be used to communicate a message.
A)True
B)False
Q4) In the business planning process, another term for execution is
A) concepts
B) tactics
C) objectives
D) strategies
E) mission
Q5) Describe the role of a sales representative.
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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) When the creative team has completed an assignment in the form of rough layouts, storyboards or scripts, it is submitted to ________ for approval.
A) the client
B) fellow designers
C) senior agency personnel
D) the general public
E) a focus group
Q2) Within the creative brief, the product profile will include an analysis of the media budget.
A)True
B)False
Q3) 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
Q4) Describe the client's role in the creative development process.
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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) Insert layouts are commonly used to
A) emphasize the product or package
B) allow for long copy layouts
C) create picture-dominant ads
D) make the best use of white space
E) present rough ideas to a client
Q2) A headline for C-I-L Golfgreen lawn fertilizer reads "Instant Greenification." This is an example of a
A) question headline
B) news headline
C) promise-of-benefit headline
D) curiosity headline
E) command headline
Q3) Explain the relationship between the size of a newspaper advertisement and its ability to draw reader attention.
Q4) Explain direct-response communications and name the more common types.
Q5) Regarding television commercials, what happens at the pre-production stage?
Q6) Colour has no impact on how many people read an ad.
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) When it comes to reach versus frequency, a new product that has a high awareness objective may place greater emphasis on
A) flexibility
B) GRP's
C) impressions
D) reach
E) tactics
Q2) Purchasing media time in periodic waves, separated by periods of inactivity, is known as
A) hiatus
B) continuity
C) flighting
D) shotgun
E) flexibility
Q3) A "blitz schedule" is often associated with
A) a grouping of advertisements
B) the purchase of media on an alternate basis
C) the purchase of media in a uniform manner
D) seasonal times of the year
E) a major event
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Chapter 8: Print Media: Newspapers and Magazines
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112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/27943
Sample Questions
Q1) A technique in which the coloured background of an ad extends to the edge of the page is called
A) spot colour
B) dull colour
C) a gatefold
D) a placement
E) a bleed
Q2) Circulation is defined as the average number of copies per issue of a publication that are sold by subscription only.
A)True
B)False
Q3) Because of the relative infrequency (in comparison to newspapers) of magazine publications, the advertiser gets the benefit of
A) split runs
B) digest sizing
C) more advertising
D) less costs
E) longevity
Q4) How have magazines expanded their reach beyond digital media?
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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) What are some of the disadvantages of television advertising?
Q2) What impact will the growing penetration of specialty networks have on the future of advertising?
Q3) What is a PVR and what impact might it have on the television industry?
Q4) Smaller budget advertisers can purchase commercial time from
A) individual stations
B) national networks
C) CBC
D) CTV
E) CNN
Q5) Of all the places Canadian consumers listen to the radio, a high amount of listening is done
A) while waiting for the bus
B) while driving
C) while travelling to work
D) outside
E) at the grocery store
Q6) Radio is referred to as a "frequency medium". Explain this concept.
Q7) What is branded content, and how has it impacted the story line of popular television shows? Support your answer with an example.
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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) 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
Q2) Posters located on the subway wall opposite waiting riders are called
A) subway backlits
B) triples
C) platform posters
D) murals
E) interior posters
Q3) Transit rates and discounts are available for set periods of time, with the discount
A) set at a fixed amount
B) increasing with number of advertising cards
C) increasing with the time commitment
D) only available upon certain payment terms
E) depending on previous dealings with the advertiser
Q4) What are the two options available in the exterior bus poster format?
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Chapter 11: Direct Response Media
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112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/27947
Sample Questions
Q1) Response rates tend to be much higher for solo direct mail than for co-operative direct mail because it
A) stands alone
B) is personalized
C) offers better discounts
D) has high reach
E) is geographically flexible
Q2) The merge/purge process combines numerous purchased lists without regard for duplicate names.
A)True
B)False
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) Unaddressed mail is a way of distributing direct mail.
A)True
B)False
Page 13
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Chapter 12: Interactive Media
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) Canadians spend an average of 5 hours per day on social media.
A)True
B)False
Q2) Prime time for online advertising is
A) commuting to work
B) at home during the early evening
C) during the day
D) late evening
E) commuting home from work
Q3) Describe the two primary ways of buying social media advertising on Facebook.
Q4) 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
Q5) Click rates for ads have been decreasing across all web destinations.
A)True
B)False
Q6) Describe the benefits associated with a company blog.
Q7) What is daypart targeting?
Q8) Email opens up an opportunity for viral marketing. Explain this statement.
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Chapter 13: Sales Promotion
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Bonus packs appeal to consumers because
A) they offer more for the same price
B) they change brand perception
C) they are a key strategy to build loyalty
D) they increase manufacturer's profits
Q2) Premiums are usually offered by manufacturers in the form of
A) price discounts
B) exclusive contest ballots
C) coupons
D) cash-back
E) merchandise
Q3) A free toy inside a box of Fruit Loops is an example of a(n)
A) bonus offer
B) delayed payment incentive
C) in-pack premium
D) cross-ruff
E) sample
Q4) Explain why coupons are effective in achieving consumer promotion objectives.
Q5) What promotional objectives can be achieved through trade promotions?
Q6) What is a bonus pack and how does it increase sales?
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) A borrowed-interest strategy promotes a newsworthy activity that is related to the product in order to spark interest among editors.
A)True
B)False
Q2) Realistic expectations of public relations should be stated in terms of what it can
A) expect in terms of profit
B) achieve in terms of market share
C) influence
D) achieve in specific sales
E) achieve in quantitative terms
Q3) Hyundai faced this type of situation when it had to correct misleading fuel economy figures:
A) publicity
B) product placement
C) reputation management
D) advocacy advertising
E) public affairs
Q4) Describe what a company must do to ensure a successful sponsorship.
Q5) What role would public relations play in a new product introduction?
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