(Test Bank) Canadian Advertising In Action

Tuckwell, 11

Business

Test Bank

11th Edition

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Test Bank for Canadian Advertising In Action, The downloadable file consists of 361 pages, and the total size of the file is 2.55 MB. Purchase now only for highly discounted price.

Author(s): Tuckwell

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Study Note Preview

TEST BANK Ronald Palowski Georgian College Canadian Advertisin g in Action Eleventh Edition Keith J. Tuckwell Test Bank to accompany Tuckwell, Canadian Advertising in Action , 11e Copyright © 2018 Pearson Canada Inc. 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)Social m edia platforms such as Facebook and Twitter have changed the nature of communications between an organization and the public because A)social media can only deliver brief and simple advertising messages B)social media communications must be design ed to resonate with millen nials C)social media communications are a two way affair where the goal is to engage consumers D)Facebook and Twitter are declining in popularity Answer: C Diff: 1 Type MC Page Ref: 5 Skill: Recall 3) 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: 11 Skill: Applied 4)Changes in consumer behaviour related to media consumption dictate that a media plan must include A)prime time 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 Test Bank to accompany Tuckwell, Canadian Advertising in Action , 11e Copyright © 2018 Pearson Canada Inc. 5) 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 Skill: Recall 6) 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: 13 Skill: Recall 7) 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 8) Integrated Marketing Communications (IMC) involves: A) the coordination of all forms of marketing into a unified program that maximizes the impact on customers B) consolidation of marketing efforts between competitors C) empowerment by the market ing agency to make all program decisions D) exclusive use and focus on social media only as a marketing strategy Answer: A Diff: 2 Type: MC Page Ref: 6 Skill: Recall 9) The United Way's campaign about helping the homeless is an example of A) consumer advertising B) retail advertising C) advocacy advertising Test Bank to accompany Tuckwell, Canadian Advertising in Action , 11e Copyright © 2018 Pearson Canada Inc. D) direct -response advertising E) end -product advertising Answer: C Diff: 2 Type: MC Page Ref: 8 Skill: Applied 10) Bell Canada’s “Let’s Talk” program on Let’s Talk Day donates 5 cents fo r every text or long distance call made by Bell customers. This 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 11) 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 12) The critical time for marketing communications in the product life cycle is during A) the mature stage B) the introduction and growth stage s C) the introduction stage D) the growth stage E) the mature and decline stage s Answer: B Diff: 2 Type: MC Page Ref: 15 Skill: Recall 13) The internet is direct and interactive and consumers are spending more and more time with it. The next big area for advertising growth is A) out of home media B) product placement in mainstream movies C) word of mouth promotions D) mobi le communications Answer: D Diff: 1 Type: MC Page Ref: 8 Test Bank to accompany Tuckwell, Canadian Advertising in Action , 11e Copyright © 2018 Pearson Canada Inc. Skill: Recall 14) 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: 18 Skill: Recall 15) A recent phenomenon is the progressive use of lifestyle association in advertising . This involves A) scientific demonstrations B) product comparis ons C) emotional appeals D) price comparisons E) logical appeals Answer: C Diff: 3 Type: MC Page Ref: 20 Skill: Applied 16) 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 17) Public Relations involves A) a variety of activities that an organization undertakes to influence the attitudes, opinions , and behavior of inter est groups towards an organization B) direct response campaigns targeting a broad spectrum of customers C) ongoing communication with customers that demonstrate high loyalty D) acquisition of new customers through advocacy advertising Answer: A Diff: 2 Type: MC Page Ref: 11 Skill: Applied 18) In reaching today's multi -tasking consumer who is active in several media at the same time, advertisers must consider Test Bank to accompany Tuckwell, Canadian Advertising in Action , 11e Copyright © 2018 Pearson Canada Inc. A) the impact of PVRs on television viewing B) developing a stronger billboard presence C) placing messages at a time and place where the consumer is engaged D) embedding product messages into the scripts of TV shows E) increasing the media placement budget Answer: C Diff: 2 Type: MC Page Ref: 22 Skill: Applied 19) 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 Diff: 2 Type: MC Page Ref: 24 Skill: Applied 20) Social media’s high level of influence in Canada results from A) use of social media by more than 80% o f the population B) strong connectivity to the internet by most Canadians C) increased use of mobile devices D) Canada’s high -tech economy Answer: A Diff: 2 Type: MC Page Ref: 24 Skill: Applied 21) Advertising's primary role is to A) influence the behaviour of a target market B) induce trial purchase C) increase demographic sales D) increase multicultural awareness E) reduce media costs Answer: A Diff: 1 Type: MC Page Ref: 3 Skill: Recall 22) Assuming that consumers develop a favourable attitude toward a specific service or brand, advertising can be both A) informative and multi -cultural B) informative and segmented C) persuasive and direct response D) informative and persuasive E) informativ e and negative Test Bank to accompany Tuckwell, Canadian Advertising in Action , 11e Copyright © 2018 Pearson Canada Inc. Answer: D Diff: 2 Type: MC Page Ref: 5 Skill: Applied 23) Advertising is just one component of marketing communications, along with A) personal selling B) product and distribution C) price D) media planning E) budgeting Answer: A Diff: 1 Type: MC Page Ref: 7 Skill: Recall 24) Advertising opportunities on the internet include A) billboard advertising B) television advertising C) display advertising D) public relations E) radio advertising Answer: C Diff: 3 Type: MC Page Ref: 9 Skill: Applied 25) For news and commercial messages, today's consumers are more reliant on A) television B) internet and mobile digital technology C) newspapers D) satellite radio E) magazines Answer: B Diff: 2 Type: MC Page Ref: 22 Skill: Recall 26) When East Side Mario’s used advertising to communicate their new menu, its primary aim was to A) sell products to New Yorkers B) rejuvenate a mature product C) associate with New York D) stress its hidden qualities E) demonstrate its superiority Answer: B Diff: 3 Type: MC Page Ref: 18 Skill: Applied Test Bank to accompany Tuckwell, Canadian Advertising in Action , 11e Copyright © 2018 Pearson Canada Inc. 27) Molson’s Beer Fridge Campaign created curiosity with their patriotic beer fridge placed in selected locations around the world. This campaign resulted in A) significant increases in Molson beer purchases by affluent baby boomers B) $50 million of free press coverage in Canada and abroad C) higher Molson beer exports to developing countries D) a net loss in return on investment Answer: B Diff: 3 Type: MC Page Ref: 18 Skill: Recall 28) Advocacy advertising by non-profit organizations like The United Way and Greenpeace is designed to A) present a point of view on a public issue B) communicate a special price C) persuade all market segments D) launch new products E) communicate additions to the product mix Answer: A Diff: 3 Type: MC Page Ref: 8 Skill: Applied 29) Consumer advertising is designed to A) reduce brand awareness of competitors B) increase perceived value by target audiences C) elicit a purchase response from cons umers D) support a cause related campaign Answer: C Diff: 3 Type: MC Page Ref: 8 Skill: Applied 30) The primary goal of s ales promotion is to A) improve a company’s image B) communicate a company’s store location s C) provide takeover information D) communicate changes in personnel E) encourage an immediate response by the customer Answer: E Diff: 1 Type: MC Page Ref: 13 Skill: Applied 31) When Green Giant Corn advertises in Canadian Grocer Magazine , they are involved in A) direct response advertising B) trade advertising C) retail advertising D) advocacy advertising Test Bank to accompany Tuckwell, Canadian Advertising in Action , 11e Copyright © 2018 Pearson Canada Inc. E) consumer advertising Answer: B Diff: 2 Type: MC Page Ref: 8 Skill: Applied 32) Free publicity is always generated through A) retail advertising B) public relations C) direct response advertising D) end-product advertising E) sales promotions Answer: B Diff: 2 Type: MC Page Ref: 12 Skill: Applied 33) Red Bull’s “jump from space” event utilized A) a corporate advertising strategy that maintained market share B) an advocacy -based strategy in support of their environmental causes C) a web -based strategy to launch a new product D) a public relations strategy to produce significant publicity for the brand Answer: D Diff: 2 Type: MC Page Ref: 12 Skill: Applied 34) Experiential marketing communications includes A) national brand ads B) infomercials C) flyers D) events E) out-of-home advertising Answer: D Diff: 1 Type: MC Page Ref: 13 Skill: Applied 35) An advertisement promoting fabricated parts in a specialized industry publication is an example of A) industrial advertising B) corporate advertising C) trade advertising D) professional advertising E) national advertising Answer: A Diff: 1 Type: MC Page Ref: 8 Skill: Applied 36) Trade advertising is done by manufacturers and directed at Test Bank to accompany Tuckwell, Canadian Advertising in Action , 11e Copyright © 2018 Pearson Canada Inc. A) the legal profession B) consumers C) industrial buyers D) channel members E) advertising agencies Answer: D Diff: 2 Type: MC Page Ref: 8 Skill: Recall 37) The legal profession can be reached through advertising in magazines such as Canadian Lawyer . This is known as A) consumer advertising B) industrial advertising C) trade advertising D) business -to-business advertising E) national advertising Answer: D Diff: 3 Type: MC Page Ref: 7 Skill: Applied 38) Corporate advertising may be used to A) increase sales force B) increase media budget C) enhance a firm's image among its publics D) reduce costs E) improve product development Answer: C Diff: 2 Type: MC Page Ref: 8 Skill: Recall 39) Companies that approach communications as a complete package, embrace the concept of A) marketing strategy B) creative advertising C) integrated marketing communications D) product superiority E) customer sa tisfaction Answer: C Diff: 3 Type: MC Page Ref: 6 Skill: Applied 40) Advertising designed to influence public opinion is referred to as A) advocacy advertising B) service industry advertising C) product advertising D) promotional advertising Test Bank to accompany Tuckwell, Canadian Advertising in Action , 11e Copyright © 2018 Pearson Canada Inc. E) public ad vertising Answer: A Diff: 2 Type: MC Page Ref: 8 Skill: Recall 41) Direct Response Communications is a form of marketing that A) solicits feedback directly from consumers on product value issues B) distributes messages directly to customers on an individual basis C) offers consumers an interactive on line purchasing experience D) is used in support of public relations campaigns Answer: A Diff: 2 Type: MC Page Ref: 10 Skill: Recall 42) At what stage in the product life cycle must the product focus on cr eating brand preference? A) introduction B) growth C) maturity D) decline E) withdrawal Answer: B Diff: 3 Type: MC Page Ref: 16 Skill: Applied 43) An advertisement featuring refrigerated display units in Canadian Grocer is an example of A) industrial advertising B) merchandising advertising C) trade advertising D) professional advertising E) service -industry advertising Answer: A Diff: 3 Type: MC Page Ref: 7 Skill: Applied 44) Wendy’s finds itself in a product category where competitors like McDonald ’s invest heavily in advertising . Wendy’s should A) adopt an online strategy B) pursue new customer segments C) evaluate less expensive alternatives such as sales promotion D) reduce advertising spending E) divert advertising dollars to broadcast media only Answer: C Diff: 3 Type: MC Page Ref: 20 Skill: Applied Test Bank to accompany Tuckwell, Canadian Advertising in Action , 11e Copyright © 2018 Pearson Canada Inc. 45) Canadian programming is the cornerstone of the A) Telecom munications Act B) Canadian Code of Advertising Standards C) Competition Act D) Broadcasting Act E) Food and Drug Act Answer: D Diff: 2 Type: MC Page Ref: 26 Skill: Applied 46) Which medium accounts for the largest portion of advertising revenue among the mass media in Canada? A) radio B) television C) magazines D) billboards E) internet Answer: E Diff: 2 Type: MC Page Ref: 4 Skill: Recall 47) The largest advertising categories in Canada include A) financial institutions B) telecommunications companies C) educational institutions D) publishing companies E) provincial governments Answer: A Diff: 2 Type: MC Page Ref: 3 Skill: Recall 48) Older consumers are more concerned than younger consumers about A) use of personal information B) social media C) inappropriate messages D) sex in advertising E) extreme advertising Answer: A Diff: 3 Type: MC Page Ref: 24 Skill: Recall 49) Communications that allow consumers to order directly is referred to as A) end-product advertising B) experiential marketing C) direct -response communications Test Bank to accompany Tuckwell, Canadian Advertising in Action , 11e Copyright © 2018 Pearson Canada Inc. D) sales promotions E) service -industry advertising Answer: C Diff: 2 Type: MC Page Ref: 10 Skill: Applied 50) The chann el that will be the hub for deliver ing content for all media is A) newspapers B) magazines C) radio D) television E) the internet Answer: E Diff: 1 Type: MC Page Ref: 22 Skill: Applied 51) Advertising that focuses on improving the company’s image is known as A) socially responsible advertising B) multi -faceted advertising C) corporate advertising D) industrial advertising E) advocacy advertising Answer: C Diff: 1 Type: MC Page Ref: 8 Skill: Recall 52) Newspapers and magazine s are losing subscribers each year. Their strategy to survive involves A) loyalty rewards for long term subscribers B) free trial subscriptions for up to one year C) bundle promotions with other marketing channels such as television D) development of digital content Answer: D Diff: 1 Type: MC Page Ref: 22 Skill: Recall 53) Delivering a message directly to a potential customer is A) promotional advertising B) direct -response communications C) advocacy advertising D) corporate advertising E) retail advertising Answer: B Diff: 1 Type: MC Page Ref: 12 Skill: Recall Test Bank to accompany Tuckwell, Canadian Advertising in Action , 11e Copyright © 2018 Pearson Canada Inc. 54) Consumers are attracted to the internet because A) it is an easier approach to understanding complex marketing messages B) multiple family members can log on at the same time C) it is direct and interactiv e D) costs much less than cable television Answer: D Diff: 3 Type: MC Page Ref: 8 Skill: Recall 55) Labatt’s “smooth taste teams” is an example of A) experiential marketing B) lifestyle advertising C) prestige promotions D) value advertising E) versatility display Answer: A Diff: 1 Type: MC Page Ref: 13 Skill: Recall 56) 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 Diff: 3 Type: MC Page Ref: 18 Skill: Applied 57) When Kashi communicated that its cereal was tasty and lowers cholesterol, the company’s goal was to A) rejuvenate a mat ure product B) communicate a hidden quality C) target lifestyle aspirations D) communicate a sales promotion E) demonstrate its superiority Answer: E Diff: 2 Type: MC Page Ref: 19 Skill: Applied 58) A grocery store using coupons, cas h refunds and contests is using A) public relations B) pricing strategy C) sales promotion D) advertising E) personal selling Test Bank to accompany Tuckwell, Canadian Advertising in Action , 11e Copyright © 2018 Pearson Canada Inc. Answer: C Diff: 1 Type: MC Page Ref: 12 Skill: Applied 59) When Samsung launched the Galaxy S 6 and communicated the product’s features that were better than the competition, the company established a competitive advantage by A) offering a unique sales proposition B) communicating a product innovation C) re-positioning its product line D) targeting a niche audience E) stressing hidden qualities Answer: B Diff: 3 Type: MC Page Ref: 19 Skill: Applied 60) Major networks are streaming shows and sporting events for viewing online. This has led to A) on-demand viewing B) total commercial -free viewing C) more tech -savvy consumers D) consumers becoming more isolated in society E) consumers losing control of their TV Answer: A Diff: 2 Type: MC Page Ref: 22 Skill: Applied 61) The primary job of personal selling is to A) make a s ale B) support an event C) encourage volume or seasonal buying D) generate free publicity E) stimulate awareness of a product Answer: A Diff: 2 Type: MC Page Ref: 13 Skill: Recall 62) The Canadian Code of Advertising Standards is administered by A) Canadian Radio -television and Telecommunications Commission B) AOL and Time Warner C) The Competition Act D) Advertising Standards Canada E) Canadian Institute of Advertising Answer: D Diff: 3 Type: MC Page Ref: 27 Skill: Recall