Type:
Test Bank
Resource:
Canadian Advertising in Action
Edition:
10th Edition
Author(s):
Keith J. Tuckwell
TEST BANK FOR
Canadian Advertising in Action Tenth Edition Keith J. Tuckwell St Lawrence College
Test Item File to accompany Tuckwell, Canadian Advertising in Action, 10e
Chapter 1 1) 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 Diff: 1 Type: MC Page Ref: 4 Skill: Recall 2) A story about a company product in a newscast or newspaper that is not paid for by the company is an example of which form of integrated marketing communications? A) advertising B) sales promotion C) public relations D) event marketing E) sponsorship Answer: C Diff: 2 Type: MC Page Ref: 12 Skill: Applied
3 Changes in consumer behaviour related to media consumption dictate that a media plan must include A) primetime television B) a strong internet presence C) direct response marketing D) event marketing E) sponsorship Answer: B Diff: 3 Type: MC Page Ref: 5 Skill: Applied
4) A main reason advertisers do not advertise more on social media is A) too expensive B) not sure which social media to use C) return on investment is difficult to measure D) traditional media work best E) it is not interactive Answer: C Diff: 3 Type: MC Page Ref: 10 .
Test Item File to accompany Tuckwell, Canadian Advertising in Action, 10e Skill: Recall
5) 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 Diff: 3 Type: MC Page Ref: 12 Skill: Recall 6) When Redbull sends out teams to hand out samples, the company is using which marketing communications tool? A) advertising B) trade promotion C) experiential marketing D) public relations E) interactive communications Answer: C Diff: 3 Type: MC Page Ref: 12 Skill: Applied 7) The United Way's campaign about helping the homeless is an example of A) consumer advertising B) retail advertising C) advocacy advertising D) direct-response advertising E) end-product advertising Answer: C Diff: 2 Type: MC Page Ref: 8 Skill: Applied
8) People are going online and discussing their experiences with products they have used. This activity takes place on A) television B) radio C) magazines D) billboards E) social media Answer: E Diff: 1 Type: MC Page Ref: 9 Skill: Applied .
Test Item File to accompany Tuckwell, Canadian Advertising in Action, 10e
9) The critical time for marketing communications in the product life cycle is during A) the mature stage B) the introduction and growth stages C) the introduction stage D) the growth stage E) the mature and decline stages Answer: B Diff: 2 Type: MC Page Ref: 15 Skill: Recall 10) The most common way to show competitive advantage is to A) sell more products B) demonstrate product superiority C) avoid innovation D) keep prices low E) match the competition Answer: B Diff: 1 Type: MC Page Ref: 19 Skill: Recall 11) A recent phenomenon is the progressive use of lifestyle association in advertising. This involves A) scientific demonstrations B) product comparisons C) emotional appeals D) price comparisons E) logical appeals Answer: C Diff: 3 Type: MC Page Ref: 20 Skill: Applied
12) Often the Public Relations Department of an organization is responsible for building and maintaining a positive image of a company with its various publics. This is called A) advocacy advertising B) sponsorship advertising C) corporate advertising D) end-product advertising E) direct-response advertising Answer: C Diff: 2 Type: MC Page Ref: 8 Skill: Applied
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