Marketing Strategy
Test Questions
Course Introduction
Marketing Strategy explores the principles and frameworks used to develop, implement, and evaluate effective marketing plans in competitive environments. The course covers the analysis of market opportunities, segmentation, targeting, positioning, and the development of strategic marketing mixes. Students learn to align marketing objectives with broader business goals, assess the impact of environmental factors, and use data-driven insights to make strategic decisions. Case studies and real-world examples are utilized to enhance critical thinking and problem-solving skills, preparing students to design and execute successful marketing strategies in diverse industries.
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) 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
Q2) The primary job of personal selling is to
A) make a sale
B) support an event
C) encourage volume or seasonal buying
D) generate free publicity
E) stimulate awareness of a product
Answer: A
Q3) Consumers prefer to view their favorite shows on line and at a time that suits them. This is known as on-demand viewing.
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) Nielsen Media Research is an independent organization that
A) owns television media
B) educates advertisers about the merits of media
C) compiles and publishes reliable measurement data
D) represents the interests of full-service agencies
E) plans and buys media time and space
Answer: C
Q2) Media research is concerned with quantitative measures of media exposure.
A)True
B)False
Answer: True
Q3) The largest agency network in Canada is
A) MDC Partners
B) Maritz Canada
C) Cossette Communication Group
D) Carlson Marketing
E) Nurun
Answer: C
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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) Beauty and personal care products are famous for appealing to safety needs.
A)True
B)False
Answer: False
Q2) Give an example and explain what is meant by "head-on positioning".
Answer: Head-on positioning is when a brand is presented as equal to or better than another brand. This positioning is usually initiated as a means of challenging the leader. The classic example of this positioning strategy is the "Pepsi Challenge." Pepsi advertisements show Coke drinkers preferring the taste of Pepsi over Coke. One commercial showed a Coca-Cola delivery man succumbing to the taste of Pepsi.
Q3) When advertisers create market segments based on purchase history, they are using
A) geographic segmentation
B) behavioural targeting
C) gender segmentation
D) demographic segmentation
E) lifestyle segmentation
Answer: B
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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) When organizations participate in planned events hosted by others, this may be referred to as:
A) sales planning
B) personal selling
C) partnership marketing
D) integrated marketing
E) a sponsorship opportunity
Q2) To increase market share from 25% to 30% by 2016 is an example of
A) a mission statement
B) a marketing strategy
C) a social responsibility objective
D) a corporate objective
E) a sales strategy
Q3) When talking about a market background or situation analysis, an example of an external influence is
A) new-product success rates
B) sales volumes
C) technology trends
D) seasonal analysis
E) consumer data
Page 6
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Chapter 5: Creative Planning Essentials
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Objectives that are focused on behavioural issues such as creating awareness are:
A) sales objectives
B) creative objectives
C) media objectives
D) advertising objectives
E) marketing objectives
Q2) In order to ensure consistency of thought and style to campaigns that stretch over extended periods of time, this is an important component of the creative development process:
A) product mix
B) media budget
C) market place
D) teamwork
E) mission statement
Q3) The objective of Visa Canada's campaign with the tagline "Do you smallenfreuden? was to get cardholders to use their cards more often.
A)True
B)False
Q4) Explain the advantages and disadvantages of opinion-measure testing.
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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) In the type of radio ad called a "personality announcement," the advertiser gives up control of
A) when the ad is played
B) which product benefits are included in the ad
C) how often the ad is played
D) the commercial delivery
E) the advertising budget
Q2) On the web, people sweep the text in a pattern roughly shaped like a(n)
A) box
B) rectangle
C) F
D) A
E) circle
Q3) What is out-of-home advertising and how is it best used as an advertising vehicle?
Q4) A signature and a tagline are the same thing.
A)True
B)False
Q5) When it comes to video advertising, why should you "choose short over long"?
Q6) Describe a banner ad.
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Chapter 7: Media Planning Essentials
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Sample Questions
Q1) In what circumstances would an advertiser employ a regional coverage strategy?
Q2) Advertisers often wind up spending more money on advertising when the brand is in the growth stage of its product life cycle. Explain.
Q3) Share of advertising refers to
A) the number of loyal customers within a market segment
B) the competitor's overall media budget
C) the amount a brand invests in advertising as a percentage of the total category investment
D) the portion of the overall marketing budget devoted to advertising
E) the portion of the advertising budget placed in television
Q4) Explain the "rifle strategy" used to match media with markets.
Q5) From a strategic viewpoint, media planners know that online and mobile communications must be
A) blocking out the competition's advertising
B) expensive to create
C) engaging
D) fast-paced
E) 3D
Q6) When would an advertiser use a profile-matching strategy?
Page 9
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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) The term circulation refers to
A) the number of free inserts per issue
B) the number of copies sold per issue
C) the type of advertising included in the print media
D) the number of copies printed per issue
E) the average number of copies distributed per issue
Q2) Flexform refers to an advertisement that
A) is full colour
B) covers two full pages
C) comes as an insert
D) is a centrefold
E) does not conform to normal shapes
Q3) One of the biggest drawbacks of newspaper advertising is
A) lack of competition
B) its size
C) its short lifespan
D) the expense of an individual newspaper
E) its long lead time
Q4) Explain why newspapers are often referred to as the "sales action" medium.
Q5) Outline the quality benefits of magazine advertising.
Page 10
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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) If a television program has a rating of 16, it means that it reaches 16% of that market's population.
A)True
B)False
Q2) Will satellite radio become a threat to traditional radio in the near future?
Q3) What impact are iPods and other portable devices having on radio advertising?
Q4) Generally, advertisers prefer that their commercials be placed
A) first or last in a cluster
B) last in a cluster
C) in the middle of a cluster
D) outside of a cluster
E) first in a cluster
Q5) Horizontal rotation refers to the placement of commercials based on the
A) time of year
B) station format
C) time of day within various dayparts
D) selection of AM vs. FM
E) day of the week
Q6) What impact will the growing penetration of specialty networks have on the future of advertising?
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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) Commuters using transit tend to be creatures of routine. As a result, an advantage of transit advertising is
A) high number of impressions on the target market
B) target market specificity
C) media environment is often crowded
D) large advertising space to work with
E) covers urban areas only
Q2) Street-level advertising can help reach consumers in hard-to-target urban areas. Explain.
Q3) What are "wild postings" and what unique advantages can they offer advertisers?
Q4) When impulse buying is not a factor, point-of-purchase can still influence buying decisions by
A) making consumers want more than they came for
B) making consumers feel good about themselves
C) using long copy
D) informing and educating consumers
E) being interactive
Q5) Outdoor advertising space is typically purchased on a market-by-market basis.
A)True
B)False
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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) The use of direct mail is widespread because it's a medium that enables the sender to
A) use leaflets
B) include images
C) reach a local audience
D) send short messages
E) personalize messages
Q2) How is the success of a direct mail campaign measured?
Q3) Describe the advantages of long-form direct-response television advertising.
Q4) One of the advantages of direct mail is high reach. Explain why this is an advantage.
Q5) Factors that contribute to the high absolute costs of direct mail include
A) marketing research
B) agency fees
C) circulation
D) fulfillment
E) applicable taxes
Q6) Compare the two types of telemarketing.
Q7) What factors affect the production costs of a direct mail package?
Q8) What are the three basic steps involved in buying direct mail?
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Chapter 12: Interactive Media
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) Success of an email ad depends on
A) quality of the email list
B) going viral
C) length of the email
D) how informative the content is
E) sponsorship
Q2) How is the internet useful to marketers for generating leads?
Q3) A form of display advertising that includes animation, sound, video, and interactivity is called
A) animated media
B) real-time media
C) electronic media
D) rich media
E) social media
Q4) Companies like using social media for their advertising because of the sound metric system they can use to measure an ad's success rate.
A)True
B)False
Q5) Describe the two primary ways of buying social media advertising on Facebook.
Page 14
Q6) What is behavioural targeting and how does it work?
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Chapter 13: Sales Promotion
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111 Flashcards
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Sample Questions
Q1) The marketer who pioneered the delayed payment incentive concept in Canada is
A) Canadian Tire
B) Tim Hortons
C) Maxwell House
D) Leon's Furniture
E) Shoppers Drug Mart
Q2) An "on-pack" premium promotion is when
A) a consumer collects proof of purchase
B) a consumer is involved in a frequent buyer program
C) an item is attached to a package
D) a consumer buys in bulk
E) a consumer picks an instant win package
Q3) A frequent- buyer (loyalty) program is an example of
A) consumer promotion
B) sponsorship
C) trade allowance
D) trade promotion
E) public relations
Q4) Promotion strategy is the battle plan that outlines the means of achieving the objectives. Explain the two basic types of promotion strategy: push and pull.
Page 15
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Chapter 14: Public Relations and Experiential Marketing
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110 Flashcards
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Sample Questions
Q1) Public relations must be sensitive to two different publics. Name and describe these audiences.
Q2) When a company sponsors an event in order to promote a newsworthy activity related to a product, they are using
A) branded content
B) product placement
C) product seeding
D) buzz marketing
E) a borrowed-interest strategy
Q3) Branded content is when a brand is mentioned on a social media site or within a video game.
A)True
B)False
Q4) The industry benchmark for publicity generated for every dollar spent on sponsorship is currently
A) 6:1
B) 2:1
C) 5:1
D) 3:1
E) 4:1
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