. Marketing Magazine recognized this fast food chain as Marketer of the Year for 2012:

Chapter 01 1 . Marketing Magazine recognized this fast food chain as Marketer of the Year for 2012:

• McDonald's Canad

a

• Tim Ho

rtons

• Starb

ucks

• Th

ai Express 2 . McDonald's Canada was recognized as Marketing Magazine's Marketer of the Year for 2012 for this p

romotion:

• th

e launch of their new fruit smoothies

• th

e launch of their McCafé brand of coffee and espresso-based beverages

• th

eir "Our Food. Your Questions" digital marketing communications program

• their "I'm Lovin' It" campaign

3 . McDonald's Canada answered consumer questions about its food and how it's prepared by:

• answerin

g mailed-in questions by return mail.

• answering mailed

-in questions via newspaper ads in major cities.

• p

roviding tear-off sheets in store with FAQ answers.

• addressing the questions with YouTube vid

eos, TV commercials and wild postings.4 . The "Our Food. Your Questions" campaign by McDonald's Canada can be primarily described as what k ind of marketing communication tool?

• Ex

periential Marketing

• Pu

blic Relations

• Personal Sellin

g

• Direct Marketing

5 . _____ is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, good, and services to create exchanges that satisfy individual and organizational objectives.

• In

tegrated marketing communications

• Marketing
• Advertising
• Sales

promotion 6 . Which of the following is the BEST example of a marketing exchange?

• Vianna gave

Myron a menu, and he placed his food order.

• Jay

son helped Tiffany replace a light bulb in her porch fixture.

• Ty

ron and Gwen gave their daughter a necklace for her birthday.

• For

mowing her yard, Mrs. Dudley gave Ike a chocolate cake.7 . Product, price, place and promotion are also known as ________

• th

e marketing mix.

• mark

eting communications tools.

• methods of selling goods and serv

ices.

• marketing jarg

on.8 . Which of the following statements about price is true?

• Price

refers to what the marketer must give up to sell a product.

• Price

communicates the economic cost to consumers for all of the product benefits combined.

• Price is not

a key aspect of the product conveyed in a promotional offer.

• Lev

els of recommended ad expenditures are not relative to price.Advertising and Promotion An Integrated Marketing Communications Perspective, 5th Canadian Edition By George Belch Michael Belch Michael Guolla (Test Bank All Chapters, 100% Original Verified, A+ Grade) Answers At The End Of Each Chapter 1 / 4

9 . A firm can have an excellent product at a great price, but it will be of little value unless it's available wh ere the consumer wants it and when the consumer wants it. The statement above refers to:

• p

roduct decisions.

• p

rice decisions.

• d

istribution decisions.

• p

ositioning decisions.1

• ______ is the coordination of all seller-initiated efforts to set up channels of information and persuasion

to sell goods and services.

• Pu

blicity

• Ad

vertising

• Org

anizational communication

• Pro

motion 1

• Which of the following is NOT an element of the promotional mix?
• Pack

aging

• Ad

vertising

• Perso

nal selling

• Sales

promotion 1

• _____ is defined as any paid form of nonpersonal communication about an organization, product, service

o r idea by an identified sponsor.

• Ad

vertising

• Th

e promotional mix

• Pu

blicity

• Sales

promotion 1

3. Advertising may be defined as any:

• p

aid form of nonpersonal communication about a product, service, or company

• co

mmunication about a product, service, or company

• co

mmunication that moves a product from one level to another level of the distribution channel

• p

ersonal communication from a company representative to prospective buyers 1

• Which the following is NOT an advantage inherent in the use of advertising?
• Ab

ility to control the message

• Lo

w cost per contact

• Ab

ility to create brand images and symbolism

• Immed

iate feedback 1

• Which of the following is NOT a characteristic of advertising as a form of promotion?
• Co

st-effective method for communicating with large audiences

• Perso

nal nature of the message

• Th

e ability to reach large audiences with the advertising message

• Th

e ability to create images for brands 1

• Which of these is NOT a reason why marketers use advertising?
• To

set an appropriate price across various channels B.To strike a responsive chord with consumers when differentiation across other elements of the mark eting mix is difficult

• To

create symbolic appeals for a company or brand

• To

take advantage of the fact that advertising is a very cost-effective method of reaching a large au dience 1

• Rolex's use of high quality product photography and celebrities wearing their watches is a form of:
• p

rimary demand

• co

mbined demand for the celebrities

• p

roduct symbolism

• n

ational appeal 2 / 4

18.________ refers to what a product or brand means to consumers and what they experience in purchasing and using it.   A. Product appeal B. Product symbolism C. Brand identity D. Brand recognition   19.A brand or corporate name and its identification through its logo, symbols, slogans, or trademarks

represent:  

A. product appeal B. product symbolism C. brand identity D. brand equity   20.This is the added value or goodwill resulting from a favourable image and/or consumer attachment to a

company name, brand name, or trademark:  

A. product appeal B. product symbolism C. brand identity D. brand equity   21.Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the country is known as _____ advertising.   A. primary demand B. retail C. consumer D. national   22.Advertising done by Wal-Mart, The Bay, and Target for the purpose of building store traffic and encouraging consumers to make a purchase is known as _____ advertising.   A. trade B. retail C. cooperative D. in-store   23.Advertising done by Home Hardware to encourage consumers to shop there for all hardware needs is known as _____ advertising.   A. national B. primary demand C. selective demand D. retail/local  

24.Primary demand advertising is designed to:  

A. draw particular attention to a particular branded item B. stimulate demand for a general product class or industry C. help launch a specific line extension D. create a market share gain for the industry leader   25._____ advertising is a type of consumer-oriented advertising that focuses on creating demand for a specific company's brand.   A. Primary demand B. Selective demand C. Trade D. Cooperative

  3 / 4

26._____ advertising is targeted at individuals who buy or influence the purchase of industrial goods or services for their companies.   A. Professional B. Direct-response C. Business-to-business D. Retail   27.Ads for computers and office furniture in Purchasing Canada, a trade magazine written and published especially for corporate and government buyers, are examples of _____ advertising.   A. retail B. business-to-business C. professional D. primary-demand   28.Advertisements for a Parkell tooth polisher in Canadian Dentist, a publication for dentists, are an example of _____ advertising.   A. professional B. trade C. primary demand D. progressive   29._____ includes those marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer.   A. Direct marketing B. Public relations C. Sales promotion D. Brand equity   30.Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests, or

sweepstakes are known as:  

A. consumer sales promotion B. trade sales promotion C. direct marketing incentives D. strategic promotions   31.McDonald's restaurants use a Monopoly game to allow customers to win various prizes. Each game piece that you receive as a result of a purchase either awards you a prize or fills in one section on a Monopoly board. Prizes can also be won if you own all the pieces of the railroads or all of one colour of property.

This is an example of a:  

A. consumer sales promotion B. direct-response advertising campaign C. primary demand advertising campaign D. service-oriented sales promotion   32.Sales promotion programs targeted toward marketing intermediaries such as wholesalers, distributors, and

retailers are known as:  

A. a consumer sales promotion B. a trade sales promotion C. a functional inducement D. integrated promotions   33._____ is nonpersonal communication neither directly paid for nor run under identified sponsorship.   A. Advertising B. Sales promotion C. Publicity D. Public relations  

• / 4