110 test bank for canadian advertising in action 9th edition đề trắc nghiệm marketing

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110 Test Bank for Canadian Advertising in Action 9th Edition

True - False Questions

Canadians 18 and over spend more time watching television

than listening to music CDs and MP3s

1 True

2 False

Business-to-business advertising refers to advertising aimed

only at professional associations such as medical

associations

1 True

2 False

Capital One's television sport showing a man and a woman

tumbling head over heels down a rocky ski slope is an example of the extreme advertising being used to

prevent audiences from hitting the fast forward button

1 True

2 False

With consumers believing that tea is a healthy beverage,

iced tea manufacturers are experiencing significant increases in sales because many consumers are

looking for healthy choices in their diet

1 True

2 False

The internet has the potential to become the biggest

single-source generator of revenues among all

communications alternatives

1 True

2 False

The Canadian Code of Advertising Standards addresses

concerns about superstitions and fears in commercial messages

1 True

A hidden quality of milk is that it helps your vision as well as

reducing your height

1 True

2 False

Social media sites are a wonderful place for consumers to

deliver word of mouth messages about companies

1 True

2 False

The biggest problem with experiential marketing is that it is

not personal with the customers

1 True

2 False

Advocacy advertising encourages consumers to look for a

particular component or ingredient when buying a final product

1 True

2 False

A retailer publishing deceptive notices of prize winners

would come under the scrutiny of Avertising

Standards Canada

1 True

2 False

Budweiser’s Bud Camp is a great example of a public

relations activity aimed at 35 to 55 year old men

1 True

2 False

In the growth stage of a product, advertising performs a dual

role, creating awareness while establishing brand

preference

1 True

2 False

Advertising in Canada is big business! In 2008, the amount

spent was $13.3 billion

1 True

2 False

The Folgers' advertising campaign promoting the Aroma

Seal, a plastic lid that keeps the coffee fresh, was designed to rejuvenate a mature product

A press release issued by Greenpeace would be used to

influence the attitudes, opinions and behaviors of interest groups toward its organization

1 True

2 False

A big challenge for advertisers is how to balance old media

with new media

1 True

2 False

Direct mail is the most common means of delivering

direct-response messages to potential consumers

1 True

2 False

Rather than plan a unique event, a company may choose to

sponsor an existing event in order to save money and reduce risk

1 True

2 False

SUV car ads showing people enjoying themselves outdoors

is an example of an advertiser demonstrating product superiority

1 True

2 False

Sales promotion which is long term in scope, is an activity

that can enhance and complement advertising

1 True

2 False

Kraft and Gillette use coupons, contests and other

incentives to encourage immediate sales

1 True

2 False

Gillette's launch of its Fusion razor with five blades spaced

30 percent more closely together than its own Mach3 Turbo system is an example of showing a competitive advantage through product innovation

1 True

2 False

Mutiple Choice Questions - Page 1

When Folgers ran an advertising campaign focusing on the

new Aroma Seal on its packaging, its primary aim was

to

1 A) sell products to a particular market segment

2 B) rejuvenate a mature product

3 C) diversify its product range

4 D) stress its hidden qualities

5 E) demonstrate its superiority

A recent phenomenon is the progressive use of lifestyle

association in advertising within the

The critical stage for marketing communications in the

product life cycle is

1 A) the mature stage

2 B) the introduction and growth stage

3 C) the introduction stage

4 D) the growth stage

5 E) the mature and decline stage

Advocacy advertising by organizations like The United Way

and Greenpeace is designed to

1 A) Present information on a point of view

2 B) communicate a special price

3 C) persuade all market segments

4 D) launch new products

5 E) communicate additions to the product mix

Free publicity is often generated through:

To encourage volume buying or seasonal buying, a

distributor may offer

An advertisement promoting fabricated parts in a specialized

industry publication is an example of

The legal profession can be reached through advertising in

magazines such as Canadian Lawyer This is known

as

1 A) consumer advertising

2 B) industrial advertising

3 C) trade advertising

4 D) Business-to-business advertising

5 E) national advertising

The most common way to show competitive advantage is to

1 A) sell more products

2 B) demonstrate product superiority

3 C) avoid innovation

4 D) keep prices low

5 E) match the competition

For news and commercial messages, today's consumers are

In reaching today's multi-tasking consumer who is active in

several media at the same time, advertisers must

consider

1 A) the impact of PVRs on television viewing

2 B) developing a stronger billboard presence

3 C) placing messages at a time and place where the consumer is engaged

4 D) embedding product messages into the scripts of TV shows

5 E) increasing the media placement budget

A story about a product in a newscast or newspaper is an

example of which form of integrated marketing

You would use sales promotion to

1 A) increase the product mix

2 B) encourage an immediate response from consumers

3 C) increase advertising dollars

4 D) improve distribution

5 E) increase the use of the media

Assuming that consumers develop a favourable attitude

toward a specific service or brand, advertising can be both

1 A) informative and multi-cultural

2 B) informative and segmented

3 C) persuasive and direct response

4 D) informative and persuasive

5 E) positive and negative

Sony issuing a press release about the launch of its new

Bravia High Definition LCD digital colour television is

an example of which marketing communications tool?

Direct response communications includes

1 A) national brand ads

2 B) infomercials

3 C) flyers

4 D) point of sale materials

5 E) out-of-home advertising

Facebook, YouTube and Twitter are examples of

1 A) rich media messages

2 B) macro-based opportunities

3 C) permission-based email

4 D) electronic media

5 E) social media

Trade advertising is done by manufacturers and directed at

1 A) the legal profession

2 B) consumers

3 C) industrial buyers

4 D) channel members

5 E) A request for immediate response

Corporate advertising may be used to

1 A) increase sales force

2 B) increase media budget

3 C) enhance a firm's image among its publics

4 D) reduce costs

5 E) improve product development

When one company sends advertising messages directly to

another company this is a form of

People are going online and discussing their experiences

with products they have used This activity takes place on:

When Green Giant Corn advertises in Canadian Grocer

Magazine, they are involved in:

1 A) direct response advertising

3 C) a subsection of business

4 D) a sales tool designed to elicit an immediate response from consumers

5 E) a media division within a marketing department

Advertising's basic role is to

1 A) influence the behaviour of a target market

2 B) induce trial purchase

3 C) increase demographic sales

4 D) increase multicultural awareness

5 E) reduce media costs

Changes in consumer behaviour related to media

consumption dictate that a media plan must include

1 A) prime time television

2 B) a strong internet presence

3 C) direct response marketing

4 D) event marketing

5 E) sponsorship

Advertising is just one component of marketing

communications activities, along with

60 Free Test Bank for Canadian Advertising in Action

9th Edition by Tuckwell Mutiple Choice Questions

- Page 2

In terms of marketing communications, all elements should

1 A) say the same thing and complement each other

2 B) work to communicate several different messages

3 C) take a secondary importance to advertising

4 D) be invested in equally

5 E) be handled by one outside supplier

Canadian consumers are complaining more about

advertising than ever before The medium that

attracted the most complaints was

1 A) television

2 B) the Internet

3 C) radio

4 D) print

5 E) outdoor

When Kraft Delissio was the first brand to market a pizza

with a wheat crust, it claimed that other pizzas had

"crust envy" The advertiser's goal was to

1 A) rejuvenate a mature product

2 B) communicate a hidden quality

3 C) target lifestyle aspirations

4 D) communicate a sales promotion

5 E) demonstrate a superiority

The Canadian Code of Advertising Standards addresses

1 A) Canadian programming content

2 B) broadcast licence applications

3 C) cable television licences

4 D) Canadian ownership of broadcast licences

4 D) Value advertising

5 E) Versatility display

The very nature of mass advertising helps to

1 A) create clutter in media

2 B) drive store traffic and sales

3 C) build brand awareness and shape consumers' opinions

4 D) build customer databases

5 E) create word of mouth advertising

When Procter & Gamble launched Crest White Strips and

stimulated a teeth-whitening craze in North America, it established a competitive advantage by

1 A) offering a unique sales proposition

2 B) offering a product innovation

3 C) re-positioning its product line

4 D) targeting a niche audience

5 E) stressing hidden qualities

Advertising that bypasses traditional channels of

distribution in delivery of the product and allows

consumers to order directly is referred to as

An advertisement featuring refrigerated display units in

Canadian Grocer is an example of

Which type of promotions are popular during the mature

stage of product because of their ability to encourage repeat or multiple purchases?

1 A) coupons and price discounts

2 B) premium offers and contests

3 C) price discounts and bonus packs

4 D) seasonal packaging and coupons

5 E) sale prices

Companies that approach communications as a complete

package, embrace the concept of

1 A) Canadian Radio-television and Telecommunications Commission

2 B) AOL and Time Warner

3 C) The Competition Act

4 D) Advertising Standards Canada

5 E) Canadian Institute of Advertising

Which medium accounts for the largest portion of

advertising revenue among the mass media in

If a brand finds itself in a product category where

competitors invest heavily in advertising, that brand should

1 A) adopt an online strategy

2 B) pursue new customer segments

3 C) evaluate less expensive alternatives such as sales promotion

4 D) reduce advertising spending

5 E) divert advertising dollars to broadcast media only

Engagement in advertising deals with how _ the

consumer is while receiving our message

In a competitive environment, brand leaders protect their turf

by

1 A) investing in sales promotion

2 B) implementing price discounting

3 C) maintaining significant advertising budgets

4 D) making a short term commitment to advertising

5 E) relying more on personal selling

The primary job of personal selling is to

1 A) secure widespread distribution of a product

2 B) to support an event

3 C) to encourage volume or seasonal buying

4 D) to generate free publicity

5 E) to stimulate awareness of a product

Which type of advertising communicates a distinct reason to

buy now rather than later?

5 E) Canadian Broadcasting Corporation

The iced tea segment is growing based on consumers'

perceptions that tea is a healthy beverage This is an example of

When Teflon coating on a flying pan was first introduced this

was an example of a product

1 A) attribute

2 B) benefit

3 C) incentive

4 D) lifestyle association

5 E) innovation

It is imperative that the brand so that repeat

purchases occur in the longer term

1 A) uses a lifestyle association

2 B) has a product innovation

3 C) meets consumer expectations

4 D) is in the introductory stage

5 E) is inexpensive

A grocery store using coupons, cash refunds and contests is

using this IMC activity

Major networks are streaming shows and sporting events for

viewing online This has led to

1 A) On-demand viewing

2 B) total commercial-free viewing

3 C) more tech-savvy consumers

4 D) consumers becoming more isolated in society

5 E) consumers losing control of their TV

At what stage in the product life cycle must the product

focus on creating brand preference?

A television commercial showing "twenty-somethings"

driving a Pontiac Sunfire downtown on a Saturday

night while grooving to popular music is an example

Free Text Questions

If IKEA were to develop an advertising campaign featuring

affordable furniture solutions for the challenges of

student life, what technique would IKEA be using to differentiate its products? Discuss the effectiveness of this technique.

Answer Given

A recent phenomenon in advertising is the progressive use of lifestyle associations

to differentiate among products Advertisers target lifestyle aspirations by

appealing to the emotional side of the purchase decision The advertising makes

an emotional connection with potential consumers and shows how the product plays a role in one's life

Event Marketing and Sponsorship is considered a growth

area of marketing communications Discuss the

benefits of these IMC activities.

Alpine Gum offered consumers a significant benefit over its

competitor Hall's lozenges: its medicinal properties last 20 minutes compared to only seven or eight

minutes for a lozenge Discuss Alpine's advantage and how it contributed to its advertising campaign.

Answer Given

The most common way to show advantage is to demonstrate the superiority of a product compared to a similar product or stating what the product can do Alpine's campaign had impact because the message was meaningful to the target

audience

Explain the relationship between a company's corporate

image and consumer's attitudes.

Answer Given

An Ipsos-Reid study showed that a positive corporate image is likely to help

ensure a specific brand ends up on a consumer's list of products to consider 85 percent of adults surveyed believed that a positive corporate image affects their choices Essentially, a company's advertising and marketing communications reflect the image of the company and its products or services, and is designed to transform consumers' attitudes

Explain the difference between product advertising and

promotional advertising.

Answer Given

Product advertising informs customers of the benefits of a particular brand,

communicating features, attributes and benefits A feature is something about a product, an attribute is the functional result of the feature, and the benefit clarifies how it is important to the consumer Features, attributes and benefits are

communicated in functional or emotional terms to elicit a consumer response Promotional advertising is designed to accomplish a single task, to get consumers

to take action immediately It communicates a distinct reason why buying now is better than buying later Advertising that announces a limited time offer is an

example of promotional advertising

Define personal selling and explain its relationship to

advertising.

Answer Given

Personal selling is a personalized form of communication that involves a seller presenting the features and benefits of a product or service to a buyer for the purpose of making a sale A sales representative presents the merits of a brand to the buyer at the head office of a retailer To illustrate the importance of personal selling, consider how a new product such as Tide to Go or Minute Maid Simply Orange arrives on the shelf at your local supermarket