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Test Bank For Canadian Advertising in Action 10th Canadian Edition By Tuckwell

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Canadian Advertising - Test Bank

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Canadian Advertising - Test Bank

Chapter 3 1) Market segmentation refers to the process of dividing a large market into A) smaller units for creative purposes B) smaller homogeneous markets C) different target areas for different agencies D) different product categories Answer: B Diff: 2 Type: MC Page Ref: 69 Skill: Rec...

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, 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
Copyright © 2015 Pearson Canada Inc.

, 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
Copyright © 2015 Pearson Canada Inc.

, 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

Copyright © 2015 Pearson Canada Inc.

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