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

Chapter 1

1) Advertising is best defined as

1. A) marketing
2. B) a paid form of marketing communication designed to influence thought patterns and purchase behavior
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

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?

1. A) advertising
2. B) sales promotion
3. C) public relations
4. D) event marketing
5. 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

1. A) primetime television
2. B) a strong internet presence
3. C) direct response marketing
4. D) event marketing
5. E) sponsorship

Answer: B

Diff: 3                     Type: MC        Page Ref: 5

Skill: Applied

 4) The main reason advertisers do not advertise more on social media is

1. A) too expensive
2. B) not sure which social media to use
3. C) return on investment is difficult to measure
4. D) traditional media work best
5. E) it is not interactive

Answer: C

Diff: 3                     Type: MC        Page Ref: 10

Skill: Recall

5) 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

Answer: B

Diff: 3                     Type: MC        Page Ref: 12

Skill: Recall