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Đề thi trắc nghiệm Marketing có đáp án, Câu hỏi trắc nghiệm Marketing, Marketing Management Exam, Mutiple Choice Questions, câu hỏi lựa chọn Marketing, Examination Marketing, test bank for Marketing Câu hỏi trắc nghiệm miễn phí có đáp án, dạng câu hỏi lựa chọn, câu hỏi đúng sai, câu hỏi trả lời ngắn Test Bank with answers for M Advertising 2 Test bank with answer for marketing management a strategic decision making approach 7th edition Test Bank with answer for marketing an introduction 10th edition Free Test Bank with answer for Consumer Behavior 10th Edition Test Bank with answer for Marketing An Introduction 12th Free Test with answer Bank for Retailing Management Free Test with answer Bank for A Preface to Marketing Management 14th Free Test with answer Bank for A Preface to Marketing Management Test Bank for Foundations of Marketing 6th Edition Test Bank with Answer for Consumer Behavior 11th Edition 375 Test Bank for Essentials of Marketing A Marketing Strategy Planning Approach 13th Edition by Perreault 234 Test Bank for Essentials of Marketing 3rd Edition
110 Test Bank for Canadian Advertising in Action 9th Edition True - False Questions Canadians 18 and over spend more time watching television than listening to music CDs and MP3s True False Business-to-business advertising refers to advertising aimed only at professional associations such as medical associations True False Capital One's television sport showing a man and a woman tumbling head over heels down a rocky ski slope is an example of the extreme advertising being used to prevent audiences from hitting the fast forward button True False With consumers believing that tea is a healthy beverage, iced tea manufacturers are experiencing significant increases in sales because many consumers are looking for healthy choices in their diet True False The internet has the potential to become the biggest singlesource generator of revenues among all communications alternatives True False The Canadian Code of Advertising Standards addresses concerns about superstitions and fears in commercial messages True False MySpace, YouTube and Facebook are examples of social media True False A hidden quality of milk is that it helps your vision as well as reducing your height True False Social media sites are a wonderful place for consumers to deliver word of mouth messages about companies True False The biggest problem with experiential marketing is that it is not personal with the customers True False Advocacy advertising encourages consumers to look for a particular component or ingredient when buying a final product True False A retailer publishing deceptive notices of prize winners would come under the scrutiny of Avertising Standards Canada True False Budweiser’s Bud Camp is a great example of a public relations activity aimed at 35 to 55 year old men True False In the growth stage of a product, advertising performs a dual role, creating awareness while establishing brand preference True False Advertising in Canada is big business! In 2008, the amount spent was $13.3 billion True False The Folgers' advertising campaign promoting the Aroma Seal, a plastic lid that keeps the coffee fresh, was designed to rejuvenate a mature product True False New media alternatives are solely the domain of younger generations True False A press release issued by Greenpeace would be used to influence the attitudes, opinions and behaviors of interest groups toward its organization True False A big challenge for advertisers is how to balance old media with new media True False Direct mail is the most common means of delivering directresponse messages to potential consumers True False Rather than plan a unique event, a company may choose to sponsor an existing event in order to save money and reduce risk True False SUV car ads showing people enjoying themselves outdoors is an example of an advertiser demonstrating product superiority True False Sales promotion which is long term in scope, is an activity that can enhance and complement advertising True False Kraft and Gillette use coupons, contests and other incentives to encourage immediate sales True False Gillette's launch of its Fusion razor with five blades spaced 30 percent more closely together than its own Mach3 Turbo system is an example of showing a competitive advantage through product innovation True False Mutiple Choice Questions - Page When Folgers ran an advertising campaign focusing on the new Aroma Seal on its packaging, its primary aim was to A) sell products to a particular market segment B) rejuvenate a mature product C) diversify its product range D) stress its hidden qualities E) demonstrate its superiority A recent phenomenon is the progressive use of lifestyle association in advertising within the A) business community B) government agencies C) automotive industry D) tourism industry E) airline industry The critical stage for marketing communications in the product life cycle is A) the mature stage B) the introduction and growth stage C) the introduction stage D) the growth stage E) the mature and decline stage Advocacy advertising by organizations like The United Way and Greenpeace is designed to A) Present information on a point of view B) communicate a special price C) persuade all market segments D) launch new products E) communicate additions to the product mix Free publicity is often generated through: A) retail advertising B) Public relations C) direct response advertising D) end-product advertising E) Personal selling To encourage volume buying or seasonal buying, a distributor may offer A) a contest B) coupons C) price discounts D) merchandising tips E) a loyalty program An advertisement promoting fabricated parts in a specialized industry publication is an example of A) industrial advertising B) corporate advertising C) trade advertising D) professional advertising E) national advertising 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 The legal profession can be reached through advertising in magazines such as Canadian Lawyer This is known as A) consumer advertising B) industrial advertising C) trade advertising D) Business-to-business advertising E) national advertising 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 For news and commercial messages, today's consumers are more reliant on A) television B) computers and mobile digital technology C) newspapers D) satellite radio E) magazines In reaching today's multi-tasking consumer who is active in several media at the same time, advertisers must consider A) the impact of PVRs on television viewing B) developing a stronger billboard presence C) placing messages at a time and place where the consumer is engaged D) embedding product messages into the scripts of TV shows E) increasing the media placement budget A story about a product in a newscast or newspaper is an example of which form of integrated marketing communications? A) advertising B) sales promotion C) public relations D) event marketing E) sponsorship The fastest growing advertising medium is A) internet advertising B) television advertising C) end-product advertising D) direct-response advertising E) radio advertising 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 Assuming that consumers develop a favourable attitude toward a specific service or brand, advertising can be both A) informative and multi-cultural B) informative and segmented C) persuasive and direct response D) informative and persuasive E) positive and negative Sony issuing a press release about the launch of its new Bravia High Definition LCD digital colour television is an example of which marketing communications tool? A) Advertising B) trade promotion C) event marketing D) public relations E) interactive communications Direct response communications includes A) national brand ads B) infomercials C) flyers D) point of sale materials E) out-of-home advertising Facebook, YouTube and Twitter are examples of A) rich media messages B) macro-based opportunities C) permission-based email D) electronic media E) social media Trade advertising is done by manufacturers and directed at A) the legal profession B) consumers C) industrial buyers D) channel members E) advertising agencies Sales promotion activity is when a store communicates A) store image B) its location C) takeover information D) changes in personnel E) A request for immediate response Corporate advertising may be used to A) increase sales force B) increase media budget C) enhance a firm's image among its publics D) reduce costs E) improve product development When one company sends advertising messages directly to another company this is a form of A) advocacy advertising B) sponsorship C) corporate advertising D) end-product advertising E) direct-response advertising 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 When Green Giant Corn advertises in Canadian Grocer Magazine, they are involved in: A) direct response advertising B) trade advertising C) retail advertising D) advocacy advertising E) brand advertising Advertising is best defined as A) a tool of communication 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 Advertising's basic role is to A) influence the behaviour of a target market B) induce trial purchase C) increase demographic sales D) increase multicultural awareness E) reduce media costs Changes in consumer behaviour related to media consumption dictate that a media plan must include A) prime time television B) a strong internet presence C) direct response marketing D) event marketing E) sponsorship Advertising is just one component of marketing communications activities, along with A) personal selling B) logistics C) inventory D) media planning E) budgeting 60 Free Test Bank for Canadian Advertising in Action 9th Edition by Tuckwell Mutiple Choice Questions - Page In terms of marketing communications, all elements should A) say the same thing and complement each other B) work to communicate several different messages C) take a secondary importance to advertising D) be invested in equally E) be handled by one outside supplier Canadian consumers are complaining more about advertising than ever before The medium that attracted the most complaints was A) television B) the Internet C) radio D) print E) outdoor When Kraft Delissio was the first brand to market a pizza with a wheat crust, it claimed that other pizzas had "crust envy" The advertiser's goal was to A) rejuvenate a mature product B) communicate a hidden quality C) target lifestyle aspirations D) communicate a sales promotion E) demonstrate a superiority The Canadian Code of Advertising Standards addresses A) Canadian programming content B) broadcast licence applications C) cable television licences D) Canadian ownership of broadcast licences E) testimonials Delivering a message directly to a potential customer is A) promotional advertising B) Direct response advertising C) advocacy advertising D) corporate advertising E) retail advertising Advertising designed to influence public opinion is referred to as A) advocacy advertising B) service industry advertising C) product advertising D) promotional advertising E) public advertising Advertising that focuses on improving the company’s image is known as A) socially responsible advertising B) multi-faceted advertising C) corporate advertising D) industrial advertising E) advocacy advertising Budweiser’s Bud Camp is an example of A) Experiential marketing B) Lifestyle advertising C) Prestige promotions D) Value advertising E) Versatility display The very nature of mass advertising helps to A) create clutter in media B) drive store traffic and sales C) build brand awareness and shape consumers' opinions D) build customer databases E) create word of mouth advertising When Procter & Gamble launched Crest White Strips and stimulated a teeth-whitening craze in North America, it established a competitive advantage by A) offering a unique sales proposition B) offering a product innovation C) re-positioning its product line D) targeting a niche audience E) stressing hidden qualities Advertising that bypasses traditional channels of distribution in delivery of the product and allows consumers to order directly is referred to as A) end-product advertising B) retail advertising C) direct-response advertising D) consumer advertising E) service-industry advertising An advertisement featuring refrigerated display units in Canadian Grocer is an example of A) industrial advertising B) merchandising advertising C) trade advertising D) professional advertising E) service-industry advertising Which type of promotions are popular during the mature stage of product because of their ability to encourage repeat or multiple purchases? A) coupons and price discounts B) premium offers and contests C) price discounts and bonus packs D) seasonal packaging and coupons E) sale prices Companies that approach communications as a complete package, embrace the concept of A) marketing strategy B) creative advertising C) integrated marketing communications D) product superiority E) customer satisfaction The Canadian Code of Advertising Standards is administered by A) Canadian Radio-television and Telecommunications Commission B) AOL and Time Warner C) The Competition Act D) Advertising Standards Canada E) Canadian Institute of Advertising Which medium accounts for the largest portion of advertising revenue among the mass media in Canada? A) radio B) television C) magazines D) billboards E) Internet If a brand finds itself in a product category where competitors invest heavily in advertising, that brand should A) adopt an online strategy B) pursue new customer segments C) evaluate less expensive alternatives such as sales promotion D) reduce advertising spending E) divert advertising dollars to broadcast media only Engagement in advertising deals with how _ the consumer is while receiving our message A) sleepy B) Socially active C) distracted D) involved E) unaware In a competitive environment, brand leaders protect their turf by A) investing in sales promotion B) implementing price discounting C) maintaining significant advertising budgets D) making a short term commitment to advertising E) relying more on personal selling The primary job of personal selling is to A) secure widespread distribution of a product B) to support an event C) to encourage volume or seasonal buying D) to generate free publicity E) to stimulate awareness of a product Which type of advertising communicates a distinct reason to buy now rather than later? A) corporate advertising B) national advertising C) service-industry advertising D) advocacy advertising E) promotional advertising Canadian content is the cornerstone of the A) Telecommunications Act B) Canadian Code of Advertising Standards C) Competition Act D) Broadcasting Act E) Canadian Broadcasting Corporation The iced tea segment is growing based on consumers' perceptions that tea is a healthy beverage This is an example of A) selective conception B) brand preference C) primary demand D) a product innovation E) a lifestyle consideration When Teflon coating on a flying pan was first introduced this was an example of a product A) attribute B) benefit C) incentive D) lifestyle association E) innovation It is imperative that the brand so that repeat purchases occur in the longer term A) uses a lifestyle association B) has a product innovation C) meets consumer expectations D) is in the introductory stage E) is inexpensive A grocery store using coupons, cash refunds and contests is using this IMC activity A) public relations B) pricing strategy C) sales promotion D) advertising E) personal selling Tim Hortons association with the Men's Canadian Curling Championship is an example of A) database marketing B) sales promotion activities C) sponsorship D) national advertising E) public relations Major networks are streaming shows and sporting events for viewing online This has led to A) On-demand viewing B) total commercial-free viewing C) more tech-savvy consumers D) consumers becoming more isolated in society E) consumers losing control of their TV At what stage in the product life cycle must the product focus on creating brand preference? A) introduction B) growth C) maturity D) decline E) withdrawal A television commercial showing "twenty-somethings" driving a Pontiac Sunfire downtown on a Saturday night while grooving to popular music is an example of A) pop advertising B) lifestyle association C) sex-role stereotyping D) hidden qualities E) information-driven communication The largest advertising categories in Canada include: A) financial institutions B) packaged good companies C) educational institutions D) insurance companies E) government Free Text Questions If IKEA were to develop an advertising campaign featuring affordable furniture solutions for the challenges of student life, what technique would IKEA be using to differentiate its products? Discuss the effectiveness of this technique Answer Given A recent phenomenon in advertising is the progressive use of lifestyle associations to differentiate among products Advertisers target lifestyle aspirations by appealing to the emotional side of the purchase decision The advertising makes an emotional connection with potential consumers and shows how the product plays a role in one's life Event Marketing and Sponsorship is considered a growth area of marketing communications Discuss the benefits of these IMC activities Answer Given Similar to public relations, event marketing and sponsorship often yield favourable news coverage and publicity Customers may feel better about the sponsor knowing that it is participating in something that is meaningful to that customer, and it may ultimately influence product purchases Alpine Gum offered consumers a significant benefit over its competitor Hall's lozenges: its medicinal properties last 20 minutes compared to only seven or eight minutes for a lozenge Discuss Alpine's advantage and how it contributed to its advertising campaign Answer Given The most common way to show advantage is to demonstrate the superiority of a product compared to a similar product or stating what the product can Alpine's campaign had impact because the message was meaningful to the target audience Explain the relationship between a company's corporate image and consumer's attitudes Answer Given An Ipsos-Reid study showed that a positive corporate image is likely to help ensure a specific brand ends up on a consumer's list of products to consider 85 percent of adults surveyed believed that a positive corporate image affects their choices Essentially, a company's advertising and marketing communications reflect the image of the company and its products or services, and is designed to transform consumers' attitudes Explain the difference between product advertising and promotional advertising Answer Given Product advertising informs customers of the benefits of a particular brand, communicating features, attributes and benefits A feature is something about a product, an attribute is the functional result of the feature, and the benefit clarifies how it is important to the consumer Features, attributes and benefits are communicated in functional or emotional terms to elicit a consumer response Promotional advertising is designed to accomplish a single task, to get consumers to take action immediately It communicates a distinct reason why buying now is better than buying later Advertising that announces a limited time offer is an example of promotional advertising Define personal selling and explain its relationship to advertising Answer Given Personal selling is a personalized form of communication that involves a seller presenting the features and benefits of a product or service to a buyer for the purpose of making a sale A sales representative presents the merits of a brand to the buyer at the head office of a retailer To illustrate the importance of personal selling, consider how a new product such as Tide to Go or Minute Maid Simply Orange arrives on the shelf at your local supermarket Discuss how an advertisement featuring a contest for Bell Mobility would impact product sales Answer Given Sales promotion activities like a contest encourage immediate sales and may encourage volume buying or seasonal buying Sales promotion activities may also encourage merchandising activity in retail stores which can provide the opportunity for increased sales at the point of purchase Why is it so important for a product to live up to the promise advertising makes? Answer Given Advertising messages focus on the unique selling points of the product and the benefits the customer will derive from them Getting the customer to try a product once, at great expense, only to be disappointed in the quality or whatever the primary benefit was to be is a waste of money It is imperative that the brand meet consumer expectations so that repeat purchases occur in the longer term Advertising has always played a major role in achieving brand and company objectives Discuss how opportunities for contemporary advertising to this are changing Answer Given Advertising plays a major role by helping attract new customers and retain current customers Contemporary advertising is now more targeted based on database and interactive marketing techniques New opportunities tend to be more microbased than macro-based (mass advertising), but the purpose is the same, to help a brand or company grow The most common way to show a competitive advantage is to demonstrate product superiority Provide an example from a recent advertisement you've seen Answer Given Advertisers demonstrate the superiority of a given product by comparing it to a similar product or by making significant claims about what the product will Examples could include any product that is more affordable (KIA), faster (Bell Sympatico), superior performance/clarity (Sony), etc Describe how Van Houtte Cafe increased the impact of its advertising campaign by combining it with other elements of marketing communications Answer Given Van Houtte combined a coupon offer and a vacation contest in one promotion to encourage immediate purchase of its products Such strategies are frequently implemented in conjunction with an advertising campaign How product demand and the product life cycle influence the decision to invest in advertising? Answer Given Positive primary demand (for a product category) provides the best economic environment in which to advertise Conversely, if primary demand is declining, investment in advertising should be reduced or even withdrawn When selective demand (for a specific product) is positive, it makes sense to invest in a brand campaign The term engagement of the audience is very important in advertising today Explain this term with an example Answer Given For advertisers, the challenge is getting their message across in one medium while the consumer is active at the same time in several other media We often call this multi-tasking The advertiser has to get and hold the attention of the consumer An example would be a very funny or controversial commercial that can only be found at the advertisers website Newspapers and magazines now have online content How is this working out for them from a financial standpoint? Answer Given Online readers have grown accustomed to free content Publishing companies have not been able to attract advertising revenues on their websites fast enough to compensate for the lost revenues incurred in hard copy Why are members of contemporary Canadian society complaining about the use of sex in advertising to sell products? Answer Given Critics charge that advertisers are using more and more sex with each passing year Using sex appeals in an appropriate manner and for appropriate products seems natural, but gratuitous sex is something consumers shouldn't have to tolerate Identify and briefly explain the differences between trade and industrial advertising Answer Given Trade advertising is conducted by manufacturers and directed towards distribution channel members Messages usually stress the product's acceptance by other intermediaries, the promotions that the manufacturer will offer to help re-sell the product and its profit margins Industrial advertising is conducted by suppliers targeting industrial buyers of capital equipment, accessories, fabricated parts or raw materials The advertising message is supportive of personal selling activities Industrial advertising tends to stimulate awareness and generate sales leads Why is it imperative that a brand meets consumer expectations? Answer Given It is imperative that the brand meet consumer expectations (delivered as promised) so that repeat purchases occur in the longer term Poor or inconsistent quality is inconsistent with customer relationship management programs that companies are now implementing Define direct-response communications Provide a recent example Answer Given Direct-response communications is a form of advertising in which messages are delivered directly to potential customers on an individual basis Direct mail is the most common means of delivering these messages, but other forms of communication such as direct-response television, print and telemarketing play a significant role Current examples would include Carol Alt informercials, Columbia House CD and DVD club, etc Discuss the challenges that new technologies are posing for advertisers today Answer Given The increasing penetration of satellite dishes, cable television, and the availability of so many stations have changed the way that people view television Audiences will continue to be chopped into increasingly smaller sizes, a phenomenon referred to as audience fragmentation In addition, consumers are increasingly taking control of their television viewing by using their remote controls or PVRs Online delivery of many television shows and sporting events has led to ondemand viewing What are the critical stages for advertising in the product life cycle? Answer Given The critical stages for marketing communications are the product's introduction and growth stages Advertising objectives focus on the creation of primary demand if it is a new product category and creating awareness for the new brand name and package in the consumer's mind Extreme advertising is designed to "turn up the volume" and prevent someone from fast forwarding them on the PVR Discuss this statement Answer Given Advertisers have only a few seconds to catch the attention of today's viewers before they're gone! To many people in the advertising industry this style of ad fits with today's fads We have extreme sports, extreme music, extreme food and drink; ad agencies are simply trying to keep up What strategies should a company consider if it opts to rejuvenate a brand when it reaches the mature stage of its product life cycle? Answer Given Strategic options may include modifying or improving the product, presenting new uses for the product (and thereby increasing frequency of use), or attracting new user segments to the product Regardless of the strategic option selected, advertising would play a key role in communicating the new direction Should the success of an advertising campaign be measured strictly in terms of product sales? Why or why not? Answer Given Such measurement is misleading, as there is no direct relationship between advertising and sales Other variables beyond advertising influence the consumer's decision-making process Marketing decisions regarding product, price, distribution, sales promotion, personal selling, and event marketing, for example, all combine to have an effect on sales It is not reasonable to hold one variable, such as advertising, responsible when sales decline or increase The United Way's campaign about helping the homeless dramatically depicts the nature of the problem while encouraging the public to find a solution What form of advertising is this and what is its primary objective? Answer Given This is an example of advocacy advertising, defined as any public communication paid for by an identified sponsor that presents information or a point of view on a publicly recognized, controversial issue The purpose of advocacy advertising is to influence public opinion The goal of integrated marketing communications is to coordinate the various components of the marketing mix to achieve common objectives What are the seven major elements of this mix? Answer Given The marketing mix comprises seven major elements: advertising, public relations, sales promotion, personal selling, event marketing and sponsorships, direct response advertising and online interactive communications ... advertises in Canadian Grocer Magazine, they are involved in: A) direct response advertising B) trade advertising C) retail advertising D) advocacy advertising E) brand advertising Advertising is... advertising Advertising designed to influence public opinion is referred to as A) advocacy advertising B) service industry advertising C) product advertising D) promotional advertising E) public advertising. .. which form of integrated marketing communications? A) advertising B) sales promotion C) public relations D) event marketing E) sponsorship The fastest growing advertising medium is A) internet advertising