Marketing Strategies
Midterm Exam
Course Introduction
Marketing Strategies explores the fundamental concepts, frameworks, and tools that organizations use to create, deliver, and sustain value in highly competitive markets. The course covers the development, implementation, and management of effective marketing plans, including segmentation, targeting, positioning, and the optimal mix of product, price, promotion, and place. Case studies and real-world examples are analyzed to help students understand how to evaluate market opportunities, respond to consumer behavior, and leverage digital and traditional marketing channels. By the end of the course, students will be equipped to design strategic marketing solutions that drive organizational growth and success.
Recommended Textbook
Canadian Advertising in Action 11th Edition by
Keith J. Tuckwell
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14 Chapters
1576 Verified Questions
1576 Flashcards
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Page 2
Chapter 1: Advertising in a Marketing Communications Environment
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) Canadian Tire's association with the 2014 Canadian Olympic Team is an example of A) database marketing
B) sales promotion activities
C) sponsorship
D) national advertising
E) public relations
Answer: C
Q2) What marketing communication strategies should a company consider if it opts to rejuvenate a brand when it reaches the mature stage of its product life cycle?
Answer: Repositioning of a brand requires a large investment in marketing communications to let consumers know how the new and improved brand can meet current consumer expectations. Mass media and online media can be used to get the message across to the target audience. Creating buzz with social media is also important. Promotions that include trial can also be effective.
Q3) Companies use coupons, contests and other incentives to encourage immediate sales.
A)True
B)False
Answer: True
Page 3
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Chapter 2: The Advertising Industry
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) Why has the commission system fallen out of favour with many clients?
Answer: The commission system is hinged to the media purchase. Television is very costly, driving the cost of media purchase higher, and therefore agency commission upward. Newer media are being downplayed because they cost less than television. Many advertisers perceive agency media purchase biased towards high cost media that serves the agency commission fee rather than the client's needs.
Q2) Moving toward this type of agency compensation will eliminate media bias and encourage holistic, media-neutral marketing.
A) the fee system
B) monthly retainer
C) commission based
D) payment-by-results
E) AOR system
Answer: D
Q3) The advertising manager role is an advertising agency job.
A)True
B)False
Answer: False
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Chapter 3: Consumer Behaviour Concepts and Target Marketing
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) A "peer group" is a group, class or category of people to which individuals believe they belong.
A)True
B)False
Answer: True
Q2) The positioning strategy statement should be detailed.
A)True
B)False
Answer: False
Q3) Give an example and explain what is meant by "Product-Differentiation Positioning".
Answer: This positioning strategy focuses on a unique attribute of a product-a feature that distinguishes it from all other products. Examples of features include performance quality, durability, reliability, or style. In the orange juice market, Tropicana's Trop50 differentiates itself by communicating that it has 50% less sugar and calories than the competition. This is particularly interesting to consumers leading healthier lifestyles.
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Chapter 4: Strategic Planning Concepts for Marketing Communications
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Explain Alexander Keith's strategy to achieve growth.
Q2) Why is a mission statement important? What makes a good mission statement?
Q3) Who formulates the overall strategic direction for an organization?
A) external planning consultants
B) middle managers
C) senior managers
D) the media
E) stock holders
Q4) Competition for customer attention is referred to as
A) competitive positioning
B) noise
C) engagement
D) forward strategy
Q5) "To generate an after-budget profit of $600,000 in the next 12 months" is an example of a marketing objective.
A)True
B)False
Q6) By the comprehension stage in the ACCA model, interest has been created.
A)True
B)False Page 6
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Page 7
Chapter 5: Creative Planning Essentials
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Describe the criteria clients using the managerial approach for evaluating creative may apply.
Q2) "To achieve a brand awareness level of 60 per cent among the defined target market within 12 months of launching the product" is an example of
A) a sales promotion objective
B) a media objective
C) a creative objective
D) an advertising objective
E) a marketing objective
Q3) The document that contains vital information about the advertising task at hand is known as the creative brief. This is provided by the A) marketplace
B) client
C) sales team
D) agency
E) industry
Q4) How can competitive analysis serve as a guideline for creative direction?
Q5) How are emotional appeals used in advertising? Provide an example.
Q6) How are tactical considerations different from creative strategies?
Page 8
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Chapter 6: Design, Layout, and Production
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) Subheadlines are a mandatory component of a print ad.
A)True
B)False
Q2) Why is the length of body copy a key issue, and is long copy "dead"?
Q3) The type of layout that is least likely to have a lot of illustrations is the
A) horizontal split
B) long copy
C) poster
D) insert
E) vertical split
Q4) Explain why the movement of a reader's eye is important to advertisers and what "flow" means.
Q5) What makes good copy and layout? Discuss some tried and true tips discussed in this chapter.
Q6) Words like "New!" or "Introducing" are often used in news headlines.
A)True
B)False
Q7) Recommend some copy and design considerations when producing a direct mail piece.
Q8) Explain what is meant by "Successful ads must have visual magnetism."
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Chapter 7: Media Planning Essentials
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) The direction a media plan takes is largely based on the guidelines provided by the client's marketing plan.
A)True
B)False
Q2) Explain how the degree of uniqueness of a product can have an influence on the amount of money that is spent on advertising.
Q3) Media objective statements should outline what the media plan should accomplish.
A)True
B)False
Q4) Prior to committing to a plan, media planners should analyze competitors'
A) websites
B) annual sales
C) target audience
D) mission statements
E) media usage and expenditure patterns
Q5) Summarize the media planning process.
Q6) When would an advertiser use a profile-matching strategy?
Q7) Describe the three decisions involved in the media selection process.
Q8) Explain the role of the media buyer.
Page 10
Q9) What is a concentrated media strategy and what are its advantages?
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Chapter 8: Print Media: Newspapers and Magazines
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) Explain the four main disadvantages of magazine advertising.
Q2) An example of a vertical publisher is
A) Canadian Business
B) National Post Business
C) ROB magazine
D) Canadian Grocer
E) Profit
Q3) Current readership statistics show that daily newspapers reach _____ of adults daily.
A) 40%
B) 55%
C) 30%
D) 75%
E) 80%
Q4) How is the cost of placing a newspaper ad determined?
Q5) How have the information age and the electronic revolution changed the nature of newspaper and magazine publishing? What has this meant for advertisers?
Q6) Given that circulation and the costs of advertising (line rates) vary among newspapers, how do advertisers compare alternatives for cost efficiency?
Page 12
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Chapter 9: Broadcast Media: Television and Radio
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) List the dayparts in television used to determine the rates for commercials.
Q2) New technologies are affecting the way people watch television. Perhaps the biggest change of all is
A) consumers watch far less TV
B) consumers now control when, where and how they receive advertising messages
C) consumers are choosier about what they watch
D) there are more 30-second commercials
E) consumers watch far more TV
Q3) Radio is referred to as a "frequency medium". Explain this concept.
Q4) Compare the Adult Contemporary (AC) radio station format to News/talk.
Q5) What is clutter and how can it be a disadvantage to television as an advertising medium?
Q6) What is branded content, and how has it impacted the story line of popular television shows? Support your answer with an example.
Q7) Smaller budget advertisers can purchase commercial time from
A) individual stations
B) national networks
C) CBC
D) CTV
E) CNN
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Chapter 10: Out Of Home Media
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) A king poster is located on the tail of surface transit vehicles.
A)True
B)False
Q2) The primary advantage of backlit posters is
A) they are available as a display shipper
B) they are inexpensive
C) they compete with media columns
D) they are portable
E) the image enhancement they offer
Q3) Rear-illuminated units positioned adjacent to high-traffic streets in the downtown core of major markets are referred to as
A) mall posters
B) transit shelters
C) backlits
D) street-level advertising
E) banners
Q4) Explain the primary function of an exterior store sign.
Q5) Compare spectaculars (superboards) to regular billboards.
Q6) Explain the meaning of volume discounts and continuity discounts as it applies to outdoor advertising.
Page 14
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Chapter 11: Direct Response Media
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) A proper mailing list offers an advertiser not only demographic selectivity but also the opportunity to
A) enhance its image
B) ensure quality of reproduction
C) include long copy
D) deliver messages to specific geographic locations
E) control the delivery date
Q2) Direct response advertising is advertising through any medium designed to generate a response by any means that is measurable.
A)True
B)False
Q3) One of the disadvantages of direct mail is
A) lack of measurability
B) lack of advertiser control
C) clutter
D) its reputation as "junk mail"
E) lack of creative flexibility
Q4) As an advertising medium, direct mail ranks second.
A)True
B)False
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Chapter 12: Interactive Media
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) Internet is just ahead of television and radio in terms of the amount of time adults over 55 spend with each medium on a weekly basis.
A)True
B)False
Q2) What is the definition of mobile marketing?
Q3) If during one million impressions, there are 20 000 clicks on the banner, the clickthrough rate is
A) 8%
B) 1%
C) 10%
D) 2%
E) 4%
Q4) Banner ads purchased on Facebook can be paid according to:
A) size of banner
B) type of banner
C) cost-per-click
D) cost-per-million
E) length of contract
Q5) What does the term "consumer-generated content" mean?
Q6) What is a microsite and how do companies use them to market their products?
Page 16
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Chapter 13: Sales Promotion
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) What is the difference between a trade allowance and a performance allowance?
Q2) Beer manufacturers see premium offers as a vital tool for building business during the critical summer months.
A)True
B)False
Q3) McDonald's "Monopoly" promotion is an example of a game contest.
A)True
B)False
Q4) Slippage is when a distributor loses customers during a promotion.
A)True
B)False
Q5) Why is sampling considered the most effective method of generating trial purchase?
Q6) A temporary price reduction designed to encourage larger purchases by distributors is referred to as a
A) rebate
B) performance allowance
C) merchandising allowance
D) trade allowance
E) refund offer
Page 17
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Chapter 14: Public Relations and Experiential Marketing
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) A borrowed-interest strategy promotes a newsworthy activity that is related to the product in order to spark interest among editors.
A)True
B)False
Q2) What role can public relations play for a company facing a crisis?
Q3) Community relations are an important tool for communicating
A) corporate social responsibility
B) new product launches
C) discoveries
D) policy decisions of government
E) profit results
Q4) Nike's coordination of various marketing communications activities for road races in large urban markets is an example of
A) institutional advertising
B) public relations
C) event marketing
D) sales promotion
E) corporate citizenship
Q5) Why is exclusivity important to event sponsors?
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