Strategic Communication
Midterm Exam
Course Introduction
Strategic Communication explores the purposeful use of communication by individuals and organizations to advance specific goals and objectives. This course examines the theoretical foundations, planning processes, and practical applications of communication strategies within various contexts, including corporate, political, nonprofit, and public sector environments. Students will learn to analyze audiences, craft effective messages, select appropriate channels, and measure the impact of communication efforts, all while considering ethical implications and diverse cultural perspectives. The course emphasizes real-world case studies and hands-on projects to develop skills in managing communication campaigns, crisis communication, and stakeholder engagement.
Recommended Textbook
Canadian Advertising in Action 10th Edition by
Keith J. Tuckwell
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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) Advertising is best defined as
A) marketing
B) a paid form of marketing communication designed to influence thought patterns and purchase behavior
C) a subsection of business
D) a sales tool designed to elicit an immediate response from consumers
E) a media division within a marketing department
Answer: B
Q2) The iced tea segment is growing based on consumers' perceptions that tea is a healthy beverage.This is an example of
A) selective perception
B) brand preference
C) primary demand
D) a product innovation
E) a lifestyle consideration
Answer: E
Q3) Mobile communications are not interactive.
A)True
B)False
Answer: False
Page 3
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Chapter 2: The Advertising Industry
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Sample Questions
Q1) Describe the role of the copywriter in an agency.
Answer: The copywriter converts information provided by the client and account personnel (information on unique selling points,target-market profiles,purchase motivations,and so on)into an effective,persuasive sales message.The message must be presented in such a manner that it stands out and is relevant to potential customers.The copywriter develops the main idea of the advertisement in conjunction with the art director,then creates its various verbal components: the headline,sub-headlines,and body copy or text.
Q2) What advantages does using a media-buying service offer?
Answer: A media-buying service is a specialist agency responsible for planning and purchasing the most cost-efficient media for a client.In other words,it is responsible for gaining maximum exposure to a target audience at minimum cost.In addition,a media-buying service often obtains government approvals and other required clearances,and generally takes care of the administrative work associated with the media buying transaction.Since efficiency is important,the use of a media-buying service might generate cost savings that can be reinvested in the creative product.
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Chapter 3: Consumer Behaviour Concepts and Target Marketing
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Sample Questions
Q1) Smartphones are used in locating individual customers for receiving special deals.
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) Self-concept theory states that the self has four components.These are
A) physiological, safety, social, esteem
B) when, how, why and who buys
C) introduction, growth, maturity and decline
D) boomers, gen x, echo boomers, busters
E) real self, self-image, looking-glass self and ideal self
Answer: E
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Page 5
Chapter 4: Strategic Planning Concepts for Marketing Communications
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Sample Questions
Q1) "To improve public awareness of our company's actions in the area of social responsibility marketing" is an example of
A) a vision statement
B) a marketing communications objective
C) a value statement
D) a best practice
E) a media strategy
Q2) What elements should a good statement of marketing communications objectives include? Provide an example.
Q3) Corporate objectives take their direction from
A) the marketing strategy
B) the customer
C) the mission statement
D) the business plan
E) senior management
Q4) Activities,interests and opinions are three essential characteristics of psychographic profile.
A)True
B)False
Q5) Describe the role of a sales representative.
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Chapter 5: Creative Planning Essentials
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Sample Questions
Q1) 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
Q2) The key benefit statement is
A) the reason for using market research
B) the reason for a larger budget
C) the primary reason for buying the product over the competition
D) the main reason for using a particular agency
E) why certain media was used
Q3) One of the key issues addressed in the market profile is identification of major competitors and their market shares.
A)True
B)False
Q4) Why is it important that the client provide the agency with a complete profile of the target market?
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Chapter 6: Design,layout,and Production
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Sample Questions
Q1) Explain how colour and contrast can be used in design to be an effective attention-grabber.
Q2) When it comes to television,a weak concept can be saved at the editing stage.
A)True
B)False
Q3) 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
Q4) When it comes to video advertising,why should you "choose short over long"?
Q5) What is out-of-home advertising and how is it best used as an advertising vehicle?
Q6) In a television commercial,the middle section's purpose is to grab the viewer's attention and introduce the key benefit.
A)True
B)False
Q7) What is white space and why should its use be considered?
Q8) Describe a banner ad.
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Chapter 7: Media Planning Essentials
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Sample Questions
Q1) If a message reaches 70 per cent of the target households three times in one week,what GRP level is attained?
A) 21
B) 2.1
C) 70
D) 2100
E) 210
Q2) A blocking chart outlines in one or two pages
A) market coverage
B) the media selected
C) all of the details of the media execution.
D) the timing of the campaign
E) a blitz schedule
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
Q4) Describe the percentage-of-sales method of budgeting.
Page 9
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Chapter 8: Print Media: Newspapers and Magazines
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Sample Questions
Q1) Why would an advertiser pay a position charge for their newspaper advertising placement?
Q2) How is the cost of placing a newspaper ad determined?
Q3) The transient rate applies to
A) casual advertisers
B) some sections of the paper
C) community newspaper advertisers
D) inserts
E) volume-discount advertisers
Q4) Because of its geographic selectivity,newspaper advertising is useful for national advertisers following a key market media strategy.
A)True
B)False
Q5) Pre-printed insert costs are usually quoted
A) for delivery only
B) with a run of the press agreement
C) the same way as standard advertising rates
D) on a when required basis
E) on a cost per thousand basis
Q6) Newspaper revenue is generated from four advertising sources.Explain.
Page 10
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Chapter 9: Broadcast Media: Television and Radio
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Sample Questions
Q1) For advertisers with precisely defined target markets,the use of television is wasteful because
A) it offers creative flexibility
B) the message will reach many outside the target
C) commercials are placed in a cluster
D) programs are only compatible with specific audiences
E) spots can be purchased from individual stations
Q2) The percentage of Canadians living in households equipped with cable or satellite is
A) 78%
B) 65%
C) 50%
D) 99%
E) 90%
Q3) Radio stations often change their format to
A) surprise listeners
B) reach an underserved target
C) increase listenership
D) become more entertaining
E) appeal to a younger demographic
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Page 11
Chapter 10: Out-Of-Home Media
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Sample Questions
Q1) Significant exposure levels for outdoor advertising occur in the first 4 weeks of a campaign.
A)True
B)False
Q2) Full-motion video displays that offer the flexibility to change creative quickly are available in
A) transit stations only
B) rural markets
C) along major highways
D) all markets
E) key urban markets
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) How can product manufacturers get their point-of-purchase materials erected in store?
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Chapter 11: Direct-Response Media
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Sample Questions
Q1) Catalogues are distributed by large retail chains and other direct-marketing organizations.The largest catalogue in Canada is from
A) Canadian Tire
B) Harry Rosen
C) Mountain Equipment Co-op
D) IKEA
E) Sears
Q2) A response list is a list of
A) magazine subscribers
B) current customers
C) publication information
D) proven mail-order buyers
E) brokers
Q3) Direct home shopping is a service provided by cable television channel
A) HGTV
B) TSN
C) TSC
D) WTN
E) PBS
Q4) Explain the advantages and disadvantages of a solo direct mail strategy.
Page 13
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Chapter 12: Interactive Communications
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Sample Questions
Q1) Research indicates that mobile ads are not as effective as standard banners on the internet.
A)True
B)False
Q2) Dove's video ad titled "Dove Beauty Sketches" was viewed by more than 100 million people when it was
A) posted on social media
B) played in movie theatres
C) posted on Dove's website
D) shown on Entertainment Tonight
E) aired on television
Q3) How is the internet useful to marketers for generating leads?
Q4) What is the definition of mobile marketing?
Q5) If during one million impressions,there are 20 000 clicks on the banner,the clickthrough rate is
A) 8%
B) 1%
C) 10%
D) 2%
E) 4%
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Chapter 13: Sales Promotion
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Sample Questions
Q1) When a product is new or relatively new and a trial purchase is the primary objective,a marketer will most often use
A) an in-store coupon
B) instantly redeemable coupon
C) on-pack self-coupon
D) in-pack self-coupon
E) media-delivered coupon
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) In a push strategy,the organization creates demand by directing promotional efforts at consumers or final users of the product.
A)True
B)False
Q4) Why is sampling considered the most effective method of generating trial purchase?
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Chapter 14: Public Relations and Experiential Marketing
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Sample Questions
Q1) How has social media affected public relations?
Q2) The crucial consideration when sponsoring events is
A) exclusivity
B) role of the advertising and promotion
C) image of the event
D) choice of target
E) the long-term benefit
Q3) With regard to publicity,list opportunities for communicating newsworthy information about a company to the media.
Q4) Employees,distributors,shareholders and regular customers are all part of an organization's
A) target audience
B) influence group
C) opinion leaders
D) internal public
E) external public
Q5) External publics are usually communicated with regularly.
A)True
B)False
Q6) Describe social media and provide examples.
Page 16
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