Marketing Strategy
Pre-Test Questions
Course Introduction
Marketing Strategy is a course designed to provide students with a comprehensive understanding of how organizations develop, implement, and assess marketing plans to achieve competitive advantage. The course covers key concepts such as market analysis, segmentation, targeting, positioning, and the development of value propositions. Students learn to apply analytical frameworks to real-world scenarios, evaluate consumer and competitor insights, and align marketing objectives with broader business goals. Through case studies, simulations, and projects, participants gain practical skills in formulating strategic marketing initiatives, managing brand portfolios, and measuring performance to ensure effective and sustainable market growth.
Recommended Textbook
Canadian Advertising in Action 10th Edition by
Keith J. Tuckwell
Available Study Resources on Quizplus 14 Chapters
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Page 2
Chapter 1: Advertising in a Marketing Communications Environment
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Sample Questions
Q1) 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
Q2) For management that perceives advertising as an expense,advertising goals will not be met when
A) advertising is expensive
B) measures of advertising effectiveness are unavailable
C) there is a profit-squeeze situation
D) social media is not being used
E) public relations is a priority
Answer: C
Q3) You would use sales promotion to
A) increase the product mix
B) encourage an immediate response from consumers
C) increase advertising dollars
D) improve distribution
E) increase the use of the media
Answer: B
Page 3
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Chapter 2: The Advertising Industry
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Sample Questions
Q1) Agencies bring objectivity to the advertising planning process.How does this enhance a client's marketing communications strategy?
Answer: Many advertisers tend to used advertising that suits the company's established style or image,and often view a change in direction as a risk.Safe strategies are not necessarily the best strategies as they may not provide the most effective means of communicating with a target.The advertising agency is not directly associated with the internal environment and therefore can provide an objective perspective that might offer alternative directions for communicating with target markets.This external position can result in the development of customer-oriented campaigns rather than company-oriented campaigns.
Q2) Describe the account director's role in an advertising agency.
Answer: The account director deals directly with senior members of the client organization and is responsible for how client accounts are handled at the agency.Specific responsibilities include long-term planning,deployment of agency personnel,and overall account profitability.He/she is also responsible for working with senior agency executives to seek new business for the agency.
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Chapter 3: Consumer Behaviour Concepts and Target Marketing
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Sample Questions
Q1) 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
Q2) Demonstrate how psychographic research has been important in the development of advertising for automakers.
Answer: Psychographic information shows how an individual's interest in a particular product depends on his or her lifestyle.Automakers produce and market a range of vehicles to satisfy the requirements of the various lifestyle groups.Trendy sports cars with European styling appeal to upscale and educated professionals who are motivated by status and prestige.The Ontario Tourism Marketing Partnership used Environics Analytics' psychographic target groups of "Adventurers with teenage children" and "Fun-loving families." They concluded that family-centered visuals could be used in all marketing communications but the message would be different for each target.
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Page 5
Chapter 4: Strategic Planning Concepts for Marketing Communications
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Sample Questions
Q1) In accordance with guidelines established by senior management,the marketing department develops marketing plans.Discuss areas considered in a marketing plan.
Q2) A sales promotion section should be included in the marketing communications plan when
A) competitors launch new products
B) incentives are to be integrated into the advertising
C) demographics change
D) more statistics are required
E) sales objectives are not met
Q3) By the comprehension stage in the ACCA model,interest has been created.
A)True
B)False
Q4) "To create a 75% awareness level for the Schick Quattro razor among 16 to 29 year old males" is an example of
A) a vision statement
B) a marketing communications objective
C) a value statement
D) an advertising objective
E) a media strategy
Page 6
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Chapter 5: Creative Planning Essentials
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Sample Questions
Q1) Describe the type of creative appeal used in the Porsche "Rules the bends" campaign.
Q2) Describe the client's role in the creative development process.
Q3) How can competitive analysis serve as a guideline for creative direction?
Q4) Comparative campaigns are often undertaken by
A) market leaders
B) brands with younger target audiences
C) a challenger brand
D) well-known brands
E) brands where lifestyle is a determining purchase factor
Q5) Another form of advertising research is the split-run test,usually in print media.This is when
A) opinion measure testing is carried out
B) two competitors advertise at the same time
C) two different ads are run with the same coupon
D) different forms of media are used
E) different products are advertised at the same time
Q6) How might a brand's existing reputation influence the advertising message?
Q7) Explain the advantages and disadvantages of opinion-measure testing.
Q8) What is the purpose of the creative brief?
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Chapter 6: Design,layout,and Production
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Sample Questions
Q1) In this type of radio commercial,the message simply states the facts:
A) real situation
B) slice of life
C) straight announcement
D) personality
E) musical
Q2) Rich media are ads that
A) are less costly
B) include animation, sound, video and interactivity
C) include colour photographs
D) have surround sound
E) use high definition
Q3) When it comes to the point-of-purchase industry's "four I's",identification means
A) the overall impression must be relevant to the customer
B) the display must generate immediate impact
C) the brand must be boldly displayed
D) the display must include a reason to buy
E) the display must encourage impulse buying
Q4) Regarding television commercials,what happens at the pre-production stage?
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Chapter 7: Media Planning Essentials
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Sample Questions
Q1) In any given market,households receive different numbers of exposures due to their different viewing habits.
A)True
B)False
Q2) To engage the audience on mobile and online media,the creative should be entertaining.
A)True
B)False
Q3) The client provides the agency's media personnel with background information,along with direction for developing the media plan in a document called
A) a media brief
B) a market profile
C) a media strategy
D) a creative brief
E) the media plan
Q4) Competitor's media usage and spending trends do not influence strategic media direction for a product.
A)True
B)False
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Chapter 8: Print Media: Newspapers and Magazines
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Sample Questions
Q1) Newspapers are often referred to as the "sales action" medium.
A)True
B)False
Q2) Given that circulation and the costs of advertising (line rates)vary among newspapers,how do advertisers compare alternatives for cost efficiency?
Q3) If an advertiser was trying to reach a business audience at the senior management level,a horizontal publication would be more appropriate than a vertical publication.
A)True
B)False
Q4) Broadsheets are flat,with only a vertical centrefold,and resemble an unbound magazine.
A)True
B)False
Q5) With regard to rate schedules,rates charged by line go down
A) as the size of the advertisements increase
B) if advertisements are spaced apart by set periods of time
C) if the ad is in the same location as before
D) based on the amount of white space in advertisements
E) as the number of lines increases over a specified period
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Chapter 9: Broadcast Media: Television and Radio
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Sample Questions
Q1) One of the disadvantages of radio as an advertising medium is
A) reach potential
B) cost
C) limited flexibility
D) message retention
E) frequency
Q2) Many advertisers are reallocating media budgets in accordance with the latest trends.Traditional TV advertisers have reduced their presence on conventional television in favour of
A) magazines
B) radio
C) newspaper
D) specialty cable channels
E) online advertising
Q3) Fringe time is defined as any viewing period outside of prime time.
A)True
B)False
Q4) In Canada,there are only 10 specialty networks.
A)True
B)False
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Chapter 10: Out-Of-Home Media
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Sample Questions
Q1) Superboards typically tend to generate
A) moderate frequency and moderate reach
B) moderate-to-high frequency and moderate-to-high reach
C) low reach and low frequency
D) low-to-moderate reach with heavy frequency
E) low-to-moderate frequency with heavy reach
Q2) The responsibility of COMB is to
A) compile reliable circulation data
B) ensure outdoor advertising is kept clean and neat
C) regulate outdoor advertisers
D) ensure outdoor advertisements stay within regulated sizes
E) ensure cities are paid for outdoor advertising fees
Q3) The cost efficiency for outdoor advertising improves when
A) daily travel patterns of people are considered
B) cost of production is considered
C) back lights are not used
D) outdoor advertising is less creative
E) the content is constantly changing
Q4) Describe the factors that are contributing to the popularity of outdoor advertising.
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Chapter 11: Direct-Response Media
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Sample Questions
Q1) Explain the advantages and disadvantages of a solo direct mail strategy.
Q2) Compare the two types of telemarketing.
Q3) A buyer can provide the profile of the target customer and receive a list of possible prospects on a cost-per-name basis from a
A) list broker
B) direct response agency
C) co-operative direct mail
D) Canada Post
E) house list
Q4) Why has the use of direct mail become widespread.
Q5) A good mailing list results in minimal circulation waste. A)True B)False
Q6) Co-operative direct mail has a higher response rate than solo direct mail. A)True B)False
Q7) Describe the advantages of long-form direct-response television advertising.
Q8) A list of book-of-the-month-club buyers is an example of a compiled list. A)True B)False
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Chapter 12: Interactive Communications
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Sample Questions
Q1) Describe the benefits associated with a company blog.
Q2) Behavioral targeting online is based on
A) previous online purchases
B) the internet provider
C) daypart
D) demographics
E) previous surfing patterns
Q3) What is search advertising?
Q4) When a user chooses to receive messages from a particular advertiser,the advertising strategy is called
A) permission-based email
B) banner advertising
C) YouTube
D) advertiser-generated message
E) sponsored email
Q5) Similar to print advertising,an online banner ad is simply the beginning of a process of transferring information.
A)True
B)False
Q6) What is a sponsorship and how can it be advantageous for an advertiser?
Page 14
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Chapter 13: Sales Promotion
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Sample Questions
Q1) What is the purpose of branded promotion merchandise?
Q2) While promotion strategies bring positive results in the short-term,the long-term risks of repeated promotions include
A) hurting the brand's image
B) alienating distributers
C) increasing costs
D) bringing attention to competitor's products
E) government interference
Q3) How often should a company use a promotion activity?
Q4) According to Resolve Corporation research,the average redemption rate for coupons distributed through addressed direct mail is
A) 22.5%
B) 6.5%
C) 15%
D) 1%
E) 10%
Q5) Describe the various methods of sample distribution.
Q6) Explain the difference between consumer promotions and trade promotions.
Q7) What is a delayed payment incentive? Provide an example.
Page 15
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Chapter 14: Public Relations and Experiential Marketing
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Sample Questions
Q1) McDonald's kicked off its "Champions of Play" program in conjunction with its ongoing sponsorship of the London 2012 Olympic Games.This is an example of A) cross pollination
B) sponsorship agreement
C) borrowed-interest strategy
D) experiential marketing
E) venue marketing
Q2) Community relations are an important tool for communicating A) corporate social responsibility
B) new product launches
C) discoveries
D) policy decisions of government
E) profit results
Q3) With regard to publicity,list opportunities for communicating newsworthy information about a company to the media.
Q4) A concern among sponsors is the clutter of advertising and signage at events.
A)True
B)False
Q5) Describe what a company must do to ensure a successful sponsorship.
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