Which the following is not an advantage inherent in

18)
Which the following is NOT an advantage inherent in the use of advertising?
18)
A)
Low cost per contact
B)
Immediate feedback
C)
Ability to control the message
D)
Ability to create brand images and symbolism
Answer:B
Topic: 01 - 08 Advertising
19)
Which of the following is NOT a characteristic of advertising as a form of promotion?
19)
Topic: 01 - 08 Advertising
20)
Which of these is NOT a reason why marketers use advertising?
20)
Topic: 01 - 08 Advertising
4

21)
A brand or corporate name and its identification through its logo, symbols, slogans, or
trademarks represent:
21)
Topic: 01 - 03 Communicating Product
22)
This is the added value or goodwill resulting from a favourable image and/or consumer
attachment to a company name, brand name, or trademark:
22)
A)
product appeal
B)
brand equity
C)
brand identity
D)
product symbolism
Answer:B
Topic: 01 - 03 Communicating Product
23)
Canadian advertisers spend more than ________ annually.
23)
Topic: 01 - 08 Advertising
24)
Prime-time network television reached ________ on a daily basis.
24)
Topic: 01 - 08 Advertising
25)
________ can be a cost-effective way to build a positive attitude toward the brand in
potential consumers prior to, during, or after purchasing a product.
25)
Topic: 01 - 08 Advertising
26)
________ advertising is targeted at individuals who buy or influence the purchase of
industrial goods or services for their companies.
26)
A)
Retail
B)
Professional
C)
Business-to-business
D)
Direct-response
Answer:C
Topic: 01 - 08 Advertising
5

27)
Ads for computers and office furniture in Purchasing Canada , a trade magazine written
and published especially for corporate and government buyers, are examples of
________ advertising.
27)
Topic: 01 - 08 Advertising