Principles of Marketing Communications
Test Preparation
Course Introduction
Principles of Marketing Communications introduces students to the foundational concepts and strategies behind effective communication in the marketing realm. The course examines how organizations create, deliver, and manage messages to inform, persuade, and connect with target audiences through various channels, including advertising, public relations, digital media, sales promotion, and direct marketing.
Emphasis is placed on the integration of communication tools, message design, audience analysis, campaign development, and the ethical and cultural considerations that influence marketing communications in a global environment. Through case studies and practical exercises, students gain a comprehensive understanding of how marketing communications drive brand value and support organizational objectives.
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) At what stage in the product life cycle must the product focus on creating brand preference?
A) introduction
B) growth
C) maturity
D) decline
E) withdrawal
Answer: B
Q2) A television commercial showing "twenty-somethings" drinking Red Bull while active in extreme sports is an example of
A) pop advertising
B) lifestyle advertising
C) sex-role stereotyping
D) hidden qualities
E) information-driven communication
Answer: B
Q3) Advertising makes products appear better than they actually are.
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
Source URL: https://quizplus.com/quiz/27942
Sample Questions
Q1) Explain why Molson Coors requires a three-region structure where marketing and communications strategies are developed to reflect the nature and character of each region's target audience.
Answer: Molson Coors develops unique regional campaigns for Western Canada, Ontario/Atlantic and Quebec. A national marketing team manages a group of brands referred to as "strategic national brands." Examples are Canadian and Coors Light. Each region has a staff of marketing, sales and promotion personnel who develop marketing and communications strategies and implement plans for these brands. According to Molson Coors, such a system allows a company to build on its strengths and chip away at its weaknesses.
Q2) Account shifting refers to
A) the transfer of funds to a new financial institution
B) a shift in market share data
C) the movement of an advertising account from one agency to another
D) a shift in product development planning
E) an increase in pricing
Answer: C
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4
Chapter 3: Consumer Behaviour Concepts and Target Marketing
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111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/27944
Sample Questions
Q1) Apple's positioning statement forms a meaningful relationship with Apple customers. A)True
B)False
Answer: True
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) Psychographic targeting helps advertisers create messages where the personality of the target matches the A) geographic region of the target
B) income of the target
C) benefits sought by the target
D) personality of the product
E) age group of the target
Answer: D
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Chapter 4: Strategic Planning Concepts for Marketing Communications
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111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/27946
Sample Questions
Q1) Where marketing planning is concerned, the major areas of marketing responsibility include:
A) identifying financial resources
B) identifying and selecting target markets
C) media planning
D) implementing corporate strategies
E) acquiring an advertising agency
Q2) Information about the users of a product, such as age, gender, lifestyle and location, are included in the
A) market share trends
B) market segment analysis
C) market share
D) market analysis
E) target market analysis
Q3) Why is experiential marketing (events and sponsorships) becoming more important?
Q4) Describe each of the following corporate strategies to achieve growth and give an example for each: penetration strategy, new products strategy, and strategic alliance.
Q5) Explain the process of marketing control and evaluation.
Q6) Describe how Nike's positioning strategy affects their advertising. Page 6
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Page 7
Chapter 5: Creative Planning Essentials
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111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/27939
Sample Questions
Q1) In the product profile, these are identified and ranked by priority:
A) client problems
B) geographic markets
C) slogans
D) benefits offered
E) major competitors
Q2) Suncor's campaign about sustainable development offers an example of how making the public aware of their actions improves people's perception of Suncor as a corporation.
A)True
B)False
Q3) Summarize the key elements of creative planning.
Q4) When Jaguar launched their interactive ad campaign, this was an effort to
A) attract a new, younger target
B) communicate promotion incentives
C) increase variety of use
D) communicate a positive corporate image
E) communicate a product improvement
Q5) Discuss why companies sometimes develop advertising designed to build and improve their corporate reputations with the public. Provide an example.
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Chapter 6: Design, Layout, and Production
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112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/27948
Sample Questions
Q1) Flow refers to
A) the movement of the reader's eye
B) the flow of white space
C) the rate of art work from the creative team
D) the time frame for the media campaign
E) the flow of product from the client
Q2) One purpose of a signature is to
A) capture the reader's attention
B) position the product in the customer's mind
C) provide more information
D) keep body copy short
E) integrate the headline with the illustration
Q3) The art director develops thumbnail sketches, which are
A) small, experimental drawings of design concepts
B) ads in which the background extends to the page edge
C) highly refined facsimiles of the finished ad
D) ads that are balanced from left to right
E) actual size drawings of an ad
Q4) Describe a banner ad.
Q5) What is the purpose of a headline in print advertising?
Page 9
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Chapter 7: Media Planning Essentials
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112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/27941
Sample Questions
Q1) The first step in the task method of budgeting is to determine
A) existing share of market
B) the cost of the advertising recommendation
C) appropriate share of advertising
D) the quantity of advertising
E) what the advertising needs to achieve
Q2) Advertisers often wind up spending more money on advertising when the brand is in the growth stage of its product life cycle. Explain.
Q3) The direction a media plan takes is largely based on the guidelines provided by the client's marketing plan.
A)True
B)False
Q4) Describe the percentage-of-sales method of budgeting.
Q5) Explain how the degree of uniqueness of a product can have an influence on the amount of money that is spent on advertising.
Q6) Explain the "rifle strategy" used to match media with markets.
Q7) Explain the media concept called "recency."
Q8) Compare gross impressions to gross rating points.
Q9) When would advertisers use a seasonal schedule?
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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) Business magazines can be classified as horizontal. This means
A) that they appeal to people at the same level of responsibility
B) they are distributed as part of a newspaper
C) distribution is only in Canada
D) circulation is always the same
E) advertising contracts have to be even
Q2) The largest circulation of a broadsheet daily newspaper is of
A) The Gazette
B) The Globe and Mail
C) The Toronto Star
D) The National Post
E) The Toronto Sun
Q3) What is the difference between the primary reader and the pass-along reader of a magazine?
Q4) The two broad forms of newspaper advertising are
A) full page and fractional
B) contract and open line
C) daily and community
D) display and classified
E) national and retail
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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) A multitude of specialty networks is available to viewers. Some of the more popular include
A) TSN
B) CBC North
C) Global TV
D) CTV Ontario
E) Pay-Per-View
Q2) How does a frequency discount differ from a continuity discount?
Q3) If a commercial message reaches 20% of target households in a market and the commercial is scheduled five times per week, how many GRPs does it achieve?
A) 20 GRPs
B) 75 GRPs
C) 25 GRPs
D) 100 GRPs
E) 4 GRPs
Q4) Television advertising involves relatively low production costs.
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
Source URL: https://quizplus.com/quiz/27950
Sample Questions
Q1) Outdoor advertising can reinforce the message of other media by
A) extending the total reach and frequency
B) being obtrusive
C) increasing target market selectivity
D) minimizing costs
E) increasing exposure to motorists
Q2) Interior cards are printed advertisements located in bars and restaurants.
A)True
B)False
Q3) A type of superboard that rotates is called a
A) bigboard
B) spectacular
C) 3-D billboard
D) superflex
E) trivision
Q4) Spectaculars can be an example of airport display advertising.
A)True
B)False
Q5) Why are transit riders an attractive audience for advertisers?
Q6) Outline the disadvantages of at-retail media.
Page 13
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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) Unaddressed mail offers some degree of personalization and garners a higher response rate than personalized mail.
A)True
B)False
Q2) Direct response advertising is advertising through any medium designed to generate a response by any means that is measurable.
A)True
B)False
Q3) What is dimensional direct mail?
Q4) Describe the advantages of long-form direct-response television advertising.
Q5) The use of direct mail is widespread because it's a medium that enables the sender to
A) use leaflets
B) include images
C) reach a local audience
D) send short messages
E) personalize messages
Q6) Summarize the rights of consumers in regards to telemarketing.
Q7) Explain the advantages that bounce backs offer.
Page 14
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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) How are marketers interested in reaching the youth market using text messaging to their advantage?
Q2) The most popular model for pricing ads on the internet is
A) pay-for-performance
B) CPM
C) flat fee
D) sponsorship
E) CPC
Q3) Describe the benefits associated with a company blog.
Q4) Search engines such as Google use auction-style bidding for determining what to charge advertisers for placing ads on the search results page.
A)True
B)False
Q5) Similar to print advertising, an online banner ad is simply the beginning of a process of transferring information.
A)True
B)False
Q6) Explain why many companies are reluctant to invest in social media communications.
Page 15
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Chapter 13: Sales Promotion
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111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/27952
Sample Questions
Q1) Provide examples of Canadian retailer loyalty programs.
Q2) Why is it important for marketers to prevent a promotion from being disruptive to the continuity of the product's regular sales message?
Q3) Describe the various methods of sample distribution.
Q4) Why are dealer premiums controversial?
Q5) What is the purpose of branded promotion merchandise?
Q6) Promotion strategy is the battle plan that outlines the means of achieving the objectives. Explain the two basic types of promotion strategy: push and pull.
Q7) When Melitta coffee offered consumers a chance to win tickets to HSBC Stars on Ice and a 75-cent coupon for any Melitta coffee, it was offering a A) sweepstakes
B) cross sample
C) delayed payment premium
D) cross-promotion
E) combination offer
Q8) One objective of consumer promotion activity is to protect distributor loyalty.
A)True
B)False
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Chapter 14: Public Relations and Experiential Marketing
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/27951
Sample Questions
Q1) The partnership between a company like CIBC and a non-profit entity such as the Canadian Breast Cancer Foundation is referred to as
A) cause marketing
B) public relations
C) venue marketing
D) product placement
E) sponsorship
Q2) With regard to publicity, list opportunities for communicating newsworthy information about a company to the media.
Q3) Content analysis refers to knowing how much exposure was actually received as a result of public relations activities.
A)True
B)False
Q4) Preteens and teens are difficult to reach through conventional media but can be reached effectively through sponsorship of rock concerts and music tours.
A)True
B)False
Q5) How has social media affected public relations?
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