Advertising and Promotion Canadian 6th Edition Guolla – Test Bank

Complete Test Bank With Answers

 

 

Sample Questions Posted Below

 

MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.

1) The purpose of setting specific marketing communication objectives is to:

A) provide a benchmark against which the success or failure of the promotional campaign can be

measured

B) have a method of determining when to delete products from the product line

C) forecast the market share level that can be attained by good advertising

D) put constraints on the creative department

Answer: A

2) To many marketing managers, the basic reason a firm spends money on advertising and promotion

is to:

A) generate sales C) create a positive corporate image Answer: A

B) create awareness of the company

D) position the company and its brands

3) One characteristic of good objectives is that they:

A) create awareness for the company.

B) specify a method and criteria for determining how well the promotional program is working.

C) create memorable advertising.

D) can only be measured at the beginning of the campaign.

Answer: B

4) Companies that develop integrated marketing communications (IMC) programs that do not contain

specific objectives:

A) will be able to save money since they won’t spend too much time worrying about what they are

trying to do

B) will be more successful than companies that develop IMC programs with specific objectives

C) will often have too many benchmark measures against which the success or failure of their

programs can be assessed

D) may find it difficult to facilitate coordination of the efforts of various groups working on a

promotional campaign

Answer: D

5) ________ objectives are types of objectives that are usually stated in terms of specific, measurable

outcomes such as sales volume, market share, or return on investment.

A) Organizational B) Marketing C) Communication D) Sales

Answer: B

6) Ace Computer has an objective of increasing its share of the home segment of the personal

computer market by 5 percent during the upcoming year. This is an example of a(n) ________

objective.

A) advertising B) organizational C) functional D) marketing

Answer: D

17) Which of the following is an example of a “smart” marketing objective?

A) Skittles will target 17-year-old boys in order to increase consumption by 80,000 lbs. in the next

calendar year.

B) Heinz plans to increase ketchup sales in Ontario by 6% this year.

C) Bob has been told by his manager to grow his number of clients this year.

D) The purpose of Mr. Clean’s advertising is to show home owners how it can be used to fight

grime all around the house.

Answer: A

8) Each of the following is a strategy for stimulating sales through growth in the product category

EXCEPT:

A) encouraging non-users to buy the product

B) encouraging current users to use the product in different ways

C) increasing consumption by current users

D) providing various packaging sizes and formats

Answer: D

9) In mature markets with limited growth, firms tend to focus on ________ as the key marketing

objective.

A) winning market share from the competition

B) generating awareness

C) profit

D) sales growth

Answer: C

10) A firm in a fast-growing market may have ________ as its marketing objective.

A) sales growth B) market share

C) generating awareness D) profit maximization

Answer: B

11) Achieving marketing objectives depends on the coordination and execution of ________.

A) non-specific corporate priorities

B) promotional elements across multiple vehicles

C) regional channels

D) all marketing mix elements

Answer: D

212) Many marketing managers prefer sales-oriented objectives for advertising for all of the following

reasons EXCEPT:

A) the reason a company spends money on advertising and promotion is to sell its products or

services

B) sales-oriented objectives help get everyone involved in the promotional program to think about

how advertising and promotion will increase sales

C) money spent on advertising and promotion can only show measurable results through sales and

market share data

D) objectives should be based on the achievement of sales results

Answer: C

13) Which of the following is NOT a likely problem for a manager who uses sales as a measure of

advertising effectiveness?

A) Other marketing mix variables besides sales can affect sales results.

B) Sales offer little guidance or direction to those responsible for planning and developing the

advertising program.

C) The marketing and competitive environment have very little influence on sales.

D) There is often a long period between when advertising is run and when sales actually occur.

Answer: C

14) Which of the following is an example of the carryover effect of promotional communication?

A) Coke and Pepsi’s battle for brand supremacy has been going on for decades, with their share of

market both hovering around 45%.

B) Parveen tried a perfume sample in the fashion magazine she was reading and liked it so much

that she purchased it the following weekend.

C) Betsy is tired of seeing ads for diapers, baby toys, and clothing, as she already has three grown

children.

D) Davis has seen many Honda ads on television, as well as on rink boards on NHL broadcasts.

His car just broke down, and he will take a test drive this weekend at the Honda dealership

based on the strong brand attributes he recalls.

Answer: D

15) The use of sales as an advertising objective can be ineffective due to:

A) the fact that it is easy to isolate the effects of advertising on sales

B) the fact that advertising objectives emphasizing sales are generally the best operational guides

to decision making

C) the fact that there is often a lagged effect whereby the effect of advertising on sales is not

immediate

D) the fact that they offer sufficient guidance for those responsible for planning and developing

promotional programs

Answer: C

316) Which of the following is NOT an uncontrollable environmental factor?

A) The relative price of the item compared to the competition

B) The state of the economy and consumers’ level of disposable income

C) Laws and regulations affecting the industry

D) Changing consumer trends and preferences

Answer: A

17) The concept of advertising expenditures producing long term as well as immediate results is known

as:

A) the halo effect C) the carryover effect Answer: C

B) the communication effect

D) DAGMAR

18) The carryover effect:

A) can be particularly long-lasting with mature, low-priced, and frequently purchased products

B) has no effect on the relationship between advertising and sales

C) has no impact on sales objectives

D) encourages the use of nonspecific objectives

Answer: A

19) As the Marketing Manager for Hellmann’s Mayonnaise you create a message reminding the target

audience of how delicious Hellmann’s has always tasted in a turkey sandwich. Your primary

communication objective most likely is:

A) to educate other brand users about the use of mayonnaise

B) to convince non-mayonnaise users to eat more turkey

C) to remind new category users of how much they have enjoyed Hellmann’s in the past

D) to increase repeat purchases from brand loyals

Answer: D

20) Michelin creates a TV commercial showing how their HydroEdge tires stop an average of 14 feet

shorter than Goodyear’s ComforTred tires. Their primary communication objective most likely is:

A) to increase repeat purchases from brand loyals

B) to convince non-drivers to buy a car and put Michelin tires on it

C) to convince other brand users about Michelin’s superior safety performance to ensure that their

next purchase is a set of Michelin tires

D) to persuade new car owners that they bought the wrong tires

Answer: C

21) Before setting objectives for advertising and promotion, an organization should:

A) conduct surveys to develop the media objectives

B) develop communication goals

C) develop creative objectives

D) conduct a situation analysis to identify marketing and promotional issues facing the firm

Answer: D

422) Kraft distributes baking recipes on the labels of their peanut butter, in order to:

A) add value to the peanut butter purchase

B) steal away other brand loyals

C) encourage current users to consume more Kraft peanut butter

D) show new peanut butter consumers what to do with it

Answer: C

23) Procter & Gamble wishes to encourage trial usage of Pampers diapers among new parents. An

effective way to do this would be to:

A) encourage testimonials from other parents

B) create a strong comparison ad between Pampers and Huggies diapers

C) insert coupons into Pampers packages

D) distribute free diaper samples to parents of newborns in the hospital

Answer: D

24) Procter & Gamble wishes to encourage trial usage of Pampers diapers among parents who currently

use another brand, but might be willing to switch. An effective way to do this would be to:

A) insert coupons into Pampers packages

B) create a strong comparison ad between Pampers and Huggies diapers

C) distribute free diaper samples to parents of newborns in the hospital

D) encourage testimonials from other parents

Answer: B

25) Which of the following statements best describes the relationship between marketing and

communication objectives?

A) For a successful campaign, communication objectives can be developed before or after the

development of marketing objectives.

B) Communication objectives are derived from marketing objectives.

C) Marketing objectives and communication objectives are synonymous.

D) There is no relationship between the two.

Answer: B

26) DAGMAR is:

A) a method of setting sales objectives

B) a model of consumer behaviour

C) a model of advertising goal setting

D) the most often used method of setting objectives

Answer: C

27) ________ is an approach to setting advertising objectives, which states that communication effects

are the logical basis for advertising goals and objectives against which success or failure should be

measured.

A) DAGMAR C) The hierarchy of effects model B) Inside-out communications planning

D) Zero based communications planning

Answer: A

528) According to the criteria outlined in DAGMAR, which of the following is the best quantitative

benchmark statement?

A) “Increase sales revenue by 10 percent.”

B) “Increase the number of female millennials mentioning the brand name when asked for brand

preference from 40 percent to 50 percent.”

C) “Increase awareness of the brand in this calendar year.”

D) “Win new customers from our core competitor and increase sales volume by 15 percent.”

Answer: B

29) Under the DAGMAR approach, the communication task is based on the hierarchical model ACCA,

which stands for:

A) awareness, comprehension, conviction, action

B) awareness, consideration, cost, achievement

C) advertise, create, consume, act

D) audience, customer, consumer, acquisition

Answer: A

30) According to DAGMAR, the basic function of advertising is to:

A) generate action B) create sales

C) communicate D) change behaviour

Answer: C

31) Under the DAGMAR model, a(n) ________ can be performed by, and attributed to, advertising

rather than a combination of marketing factors.

A) marketing task C) functional communication change B) advertising benchmark

D) communication task

Answer: D

32) Using the DAGMAR approach, which of the following is NOT a stage of commercial

communication?

A) Awareness B) Action C) Sales D) Conviction

Answer: C

33) A new manufacturer of stereo speakers which has no brand awareness developed a statement of

advertising objectives, which stated that the goal of the company’s new ad campaign is “To make

30% of the audience aware of our new brand.” This statement could serve as an example of a:

A) short-term promotional objective B) sales objective

C) communications task D) benchmark measure

Answer: C

634) Successful communications objectives must be measurable, time specific, have benchmark

measures and:

A) be different than the previous year’s objectives

B) a specific market share goal

C) be convincing to the sales force

D) a well-defined target market

Answer: D

35) According to the DAGMAR model, which of the following is NOT a characteristic of a good

objective?

A) A good objective specifies the target audience.

B) A good objective specifies a time period for accomplishment.

C) A good objective is concrete and measurable.

D) A good objective is based on sales results.

Answer: D

36) According to the DAGMAR model, a good advertising objective does NOT:

A) indicate a starting point B) specify degree of change sought

C) specify a time period D) target a diversified audience

Answer: D

37) Determining a target market’s present level of awareness, knowledge, and liking toward a product

often requires the taking of ________ measures.

A) sales interval B) benchmark

C) qualitative awareness D) quantitative awareness

Answer: B

38) Before beginning its new advertising campaign, TD Canada Trust conducted a study to determine

consumers’ level of awareness and knowledge of the bank and its services as well as consumers’

perceptions of the bank’s image. These are examples of:

A) benchmark measures C) communication tasks B) marketing research goals

D) DAGMAR objectives

Answer: A

39) Assume that the Greyhound Bus Company runs a six-month advertising campaign promoting its

convenient bus routes and excellent on-time service without conducting any sort of marketing

research. At the end of the six-month period, Greyhound conducts a study and finds that 80 percent

of its frequent travellers agree that the bus company has convenient bus routes and excellent on-time

service. Greyhound can conclude that:

A) the campaign was not successful since it should have nearly 90 percent of riders agreeing that it

offers convenient bus routes and excellent on-time service

B) its advertising is working

C) without benchmark measures, it will never know if the campaign was a success or a failure

D) the campaign was successful in changing perceptions regarding its service

Answer: C

740) For which of the following advertising communication tasks should the specified time period

required be the longest?

A) Increasing brand awareness levels

B) Increasing knowledge levels about a brand attribute

C) Creating knowledge regarding a brand attribute

D) Repositioning a brand

Answer: D

41) Air Canada set the following objective for its new advertising campaign: “To increase the

percentage of consumers who know that our fares are lower than the competitors from 55 percent to

75 percent over the next six months.” Using the criteria associated in the DAGMAR approach to

setting objective, what is wrong with this objective?

A) It does not contain a benchmark measure and statement of the degree of change sought.

B) It does not specify a well-defined target audience.

C) It does specify a specific time period for accomplishing the objective.

D) Nothing is wrong with this objective; it satisfies all of the criteria specified in the DAGMAR

model.

Answer: B

42) Which of the following is at the top of the communication effects pyramid?

A) Knowledge B) Preference

C) Purchase/repurchase D) Awareness

Answer: C

43) Managers who use the communications effects pyramid to set objectives believe that:

A) advertising and promotion cannot accomplish lower-order objectives

B) the foundation of the communications program is set by accomplishing lower-level objectives

such as awareness, knowledge, and comprehension

C) lower-level objectives such as purchase and reuse form the foundation of the communications

program

D) advertising and promotion should first accomplish higher-order objectives such as trial and

purchase and then create awareness and brand knowledge

Answer: B

44) The hierarchy of effects model suggests that consumers move through a series of steps en route to

purchase. Which of the following shows the correct order of these steps?

A) Knowledge, Trial, Preference, Word of Mouth, Conviction, Repurchase

B) Awareness, Understanding, Preference, Liking, Agreement, Trial

C) Awareness, Knowledge, Liking, Preference, Conviction, Purchase

D) Knowledge, Awareness, Trial, Liking, Preference, Loyalty

Answer: C

845) According to the hierarchy of effects model, the percentage of prospective customers will ________

at the higher pyramid levels.

A) increase B) decline

C) be other brand switchers D) come from current users

Answer: B

46) Oreo wishes to create awareness of its new Swedish Fish (gummy candy) filled cookies. According

to the hierarchy of effects model, which of the following would be an effective tool to use?

A) bonus packages in store, offering 20% more for the same price as regular Oreos

B) sponsorship of 3-on-3 hockey and basketball tournaments, with signage and product sampling

C) magazine ads in publications geared to their intended target audience

D) flashy video content on Oreo’s website, showing Swedish Fish “swimming to a store near you”

Answer: B

47) The information processing model may be an effective framework for setting objectives and:

A) researching consumer needs

B) determining whether consumers will follow through on their intended purchases

C) allocating the advertising budget appropriately

D) evaluating the effects of a promotional campaign

Answer: D

48) According to the information processing model, which type of research/test would help determine

the effectiveness of a campaign designed to target exposure to the message?

A) Measurement of Web page views B) Indicators of purchase intent

C) Message recall tests D) Actual purchase levels

Answer: A

49) McDonald’s has developed a campaign to highlight their healthier menu items, such as the

290-calorie Egg McMuffin. In order to determine whether the target audience accepts that

McDonald’s does offer healthy food choices, according to the information processing model, which

type of research/test should McDonald’s employ?

A) Changes in inventory levels

B) Measurement of brand attitudes and purchase intent

C) Listener, reader, viewer recognition tests

D) Message recall tests

Answer: B

50) According to Rossiter & Percy’s approach, the link between marketing objectives and

communication objectives is:

A) environmental analysis

B) measurement of brand attitudes and purchase intent

C) behavioural objectives

D) geared to sales figures

Answer: C

951) Virgin Mobile is trying to reach consumers who never owned a cell phone. This is an example of:

A) repressed need B) fulfilled need C) category need D) unfulfilled need

Answer: C

52) Marketers may have a ________ objective when communicating with their current customers who

have previously purchased the brand and have the product in their home or work.

A) brand-switching B) category trial

C) purchase-related D) repeat-consumption

Answer: D

53) Brand ________ is often referred to as unaided brand awareness when measuring.

A) unawareness B) recall C) objectives D) recognition

Answer: B

54) Which of the following is the most plausible target audience when the main marketing objective is

to increase market share?

A) Brand loyals C) Other brand loyals B) New category users

D) Other brand switchers

Answer: D

55) Which of the following is the most plausible target audience when the main marketing objective is

to increase sales volume?

A) Other brand loyals C) New category users B) Other brand switchers

D) Brand loyals

Answer: C

56) Which of the following behavioural objectives is more likely to be selected when a firm plans to

increase its profit?

A) Brand trial B) Category trial C) Brand switching D) Repeat purchase

Answer: D

57) Sprite soft drink sponsored “Flowrider” surfing exhibits at major summer events, offering free

samples of their new citrus flavour to consumers who attended. The behavioural objective behind

this campaign was:

A) repeat purchase B) purchase timing C) brand awareness D) brand trial

Answer: D

58) Campbell’s Soup aired TV commercials and ran magazine ads featuring recipes “just like Mom used

to make.” The behavioural objective behind this campaign was:

A) brand switching B) purchase intent C) repeat purchase D) brand re-trial

Answer: D

1059) Shahida Rampal owns a neighbourhood restaurant specializing in foods from her native India. Her

research has shown that consumers in the area come to her restaurant 2 or 3 times a year, along with

their visits to 4 or 5 other establishments nearby. She would like to entice these consumers to visit

her restaurant at least one extra time over the course of a year. Her behavioural objective could be

described as:

A) brand trial C) purchase frequency B) brand awareness

D) purchase timing

Answer: C

60) Steven owns a card and gift shop. Recent research shows that the average sale in his store is $7.50.

That is, consumers on average spend $7.50 each time they visit. Steven has initiated a loyalty card

program which offers one free greeting card for every 10 that a consumer buys in the hope that can

increase his store’s average sale to $8.50 per visit. This is an effective tactic to use with what kind of

repeat purchase objective?

A) purchase amount C) purchase frequency B) purchase timing

D) category building

Answer: A

61) Brands increasingly encourage website visits, interaction with other customers on social media and

viewing or posting videos in content communities. This digital fostering of brand experience is a

current form of:

A) brand experience C) multi-level marketing B) shopper marketing

D) purchase timing

Answer: B

62) Kool-Aid drink mixes face an interesting dilemma. A study of consumers’ pantries in households

with young children indicated that Moms have multiple packages of the product in the home. Until

she makes up a pitcher or two of the drink, however, no further purchases will occur. Kool-Aid

needs to initiate a program to encourage:

A) repeat consumption C) repeat purchase B) brand trial

D) purchase frequency

Answer: A

63) Which of the following is NOT one of the four communication objectives accommodated by the

R&P framework?

A) Brand attitude C) Category need B) Brand purchase intention

D) Market share growth

Answer: D

64) The “category need” communication objective is also known as:

A) brand switching C) demand build Answer: C

B) non-user stimulation

D) market share growth

1165) Every single point of communication should contribute to a target audience’s understanding and

knowledge of the brand name. This universal communication objective is known as:

A) brand awareness B) brand insistence

C) brand attitude D) market saturation

Answer: A

66) Brand recall is often referred to as:

A) product demand C) product knowledge Answer: D

B) message acceptance

D) unaided brand awareness

67) ________ at the point of purchase based on past messages can be sufficient for brand consideration

or purchase.

A) Brand preference C) Brand superiority Answer: D

B) Brand recall

D) Brand recognition

68) Which of the following is NOT a communication objective option for brand attitude?

A) Create or establish brand attitude B) Favour brand attitude

C) Maintain brand attitude D) Increase brand attitude

Answer: B

69) The consumer’s overall evaluation of the brand is known as ________.

A) brand consideration B) branding

C) brand attitude D) brand value

Answer: C

70) The ________ brand attitude is when a marketer focuses on a new motive for purchasing the brand

that the target audience will be receptive toward.

A) maintained B) modified C) increased D) established

Answer: B

12Answer Key

Testname: UNTITLED5

1) A

2) A

3) B

4) D

5) B

6) D

7) A

8) D

9) C

10) B

11) D

12) C

13) C

14) D

15) C

16) A

17) C

18) A

19) D

20) C

21) D

22) C

23) D

24) B

25) B

26) C

27) A

28) B

29) A

30) C

31) D

32) C

33) C

34) D

35) D

36) D

37) B

38) A

39) C

40) D

41) B

42) C

43) B

44) C

45) B

46) B

47) D

48) A

49) B

50) C

13Answer Key

Testname: UNTITLED5

51) C

52) D

53) B

54) D

55) C

56) D

57) D

58) D

59) C

60) A

61) B

62) A

63) D

64) C

65) A

66) D

67) D

68) B

69) C

70) B

14