Test Bank to accompany Tuckwell, Canadian Advertising in Action, 11e

TEST BANK

Ronald Palowski Georgian College Canadian Advertising in Action Eleventh Edition Keith J. Tuckwell 1 / 4

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 media 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 designed to resonate with millennials 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)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 2 / 4

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

• too expensive
• not sure which social media to use
• return on investment is difficult to measure
• traditional media work best
• it is not interactive

Answer: C

Diff: 3 Type: MC Page Ref: 10

Skill: Recall

6) You would use sales promotion to

• increase the product mix
• encourage an immediate response from consumers
• increase advertising dollars
• improve distribution
• 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?

• advertising
• trade promotion
• experiential marketing
• public relations
• interactive communications

Answer: C

Diff: 3 Type: MC Page Ref: 12

Skill: Applied

8) Integrated Marketing Communications (IMC) involves:

• the coordination of all forms of marketing into a unified program that maximizes

the impact on customers

• consolidation of marketing efforts between competitors
• empowerment by the marketing agency to make all program decisions
• 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

• consumer advertising
• retail advertising
• advocacy advertising 3 / 4

Test Bank to accompany Tuckwell, Canadian Advertising in Action, 11e Copyright © 2018 Pearson Canada Inc.

• direct-response advertising
• 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 for every text or long distance call made by Bell customers. This is an example of

• consumer advertising
• retail advertising
• advocacy advertising
• direct-response advertising
• 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

• television
• radio
• magazines
• billboards
• 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

• the mature stage
• the introduction and growth stages
• the introduction stage
• the growth stage
• the mature and decline stages

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

• out of home media
• product placement in mainstream movies
• word of mouth promotions
• mobile communications

Answer: D

Diff: 1 Type: MC Page Ref: 8

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