2025 Updated MKTG CH12 TEST BANK
Assessment Questions & Verified Correct answers
(A+ Guarantee)
A company uses billboards and posters to reach out to its target customers. This is an
example of _____. - correct answer✔✔out-of-home advertising
Shane receives a text message from a bank that is offering low-interest loans as part of
their promotional activities. This is an example of _____. - correct answer✔✔mobile
marketing
_____ media refers to the media time purchased so that messages can be
disseminated through channels that are controlled by others. - correct answer✔✔Paid
A company uses television as a medium to send its advertising messages. This is an
example of _____. - correct answer✔✔paid media
____ refers to the media channels that a company controls, either fully or partially, such
as a website, microsite, or social media page that is used to directly communicate with
consumers. - correct answer✔✔Owned media
SARA, a new operating system launched by a not-for-profit community, grows in
popularity due to word-of-mouth publicity. This is an example of _____ media. - correct
answer✔✔earned
_____ refers to the free publicity secured through unpaid media mentions and
consumers who spread the word through word-of-mouth or the Internet. - correct
answer✔✔Earned media
_____ refers to the traditional marketing approach where marketers seek out
consumers by widely broadcasting messages using advertising, direct mail, e-mail
marketing, telemarketing, and personal selling approaches. - correct
answer✔✔Outbound marketing
Nee uses its website and blog to communicate directly to its customers. This
exemplifies the use of _____ media. - correct answer✔✔owned
Nee's blog helps to create a buzz in the market about its upcoming product, resulting in
a boost in its sales. This is an example of using _____ media. - correct
answer✔✔earned
, Which type of marketing does Nee use to connect to its customers? - correct
answer✔✔inbound marketing
_____ provide marketers with expertise on how best to communicate messages to their
audiences. - correct answer✔✔Marketing communication agencies
_____ is when interested consumers find the product and its messaging by using online
techniques that marketers facilitate. - correct answer✔✔Inbound marketing
_____ is any paid form of non-personal communication about an organization, good,
service, or idea by an identified sponsor. - correct answer✔✔Advertising
_____ is an efficient means of reaching large numbers of people both online and offline
and making both the options work together. - correct answer✔✔Advertising
Which of the following is a key weakness of advertising? - correct answer✔✔Offline
approaches of advertising are costly.
Small branded events can be used to create a buzz and spread viral messages when
using _____. - correct answer✔✔event marketing
Froys is a new brand of potato chips from a large manufacturer. The company wants to
take the product to a wide audience through advertising. It also wants to make the
brand name and logo highly visible to the public. It plans to shoot a video advertisement
to fulfill these objectives. Which of the following media is most suited to advertise
Froys? - correct answer✔✔television
A local bank is looking to recruit people for different vacancies across its branches in
Canada. The bank's advertising budget is low and it wants to convey detailed
information about the job to the applicants. Which of the following media is most
suitable to promote the recruitment initiative? - correct answer✔✔Internet
A non-profit organization decides to organize a marathon in the city of Quebec to create
awareness of cancer. The organization's main aim is to appeal to the local audience for
participation in the marathon. The organization has a small budget and little time to
appeal to the audience, and wants to minimize avoidance of the message. Which of the
following media will be best suited for this organization? - correct
answer✔✔outdoor/transit
_____ refers to the use of online ads with graphics that are placed on websites. -
correct answer✔✔Display advertising
A _____ is a tall, slim, vertical ad placed along the side of a web page. - correct
answer✔✔skyscraper
Assessment Questions & Verified Correct answers
(A+ Guarantee)
A company uses billboards and posters to reach out to its target customers. This is an
example of _____. - correct answer✔✔out-of-home advertising
Shane receives a text message from a bank that is offering low-interest loans as part of
their promotional activities. This is an example of _____. - correct answer✔✔mobile
marketing
_____ media refers to the media time purchased so that messages can be
disseminated through channels that are controlled by others. - correct answer✔✔Paid
A company uses television as a medium to send its advertising messages. This is an
example of _____. - correct answer✔✔paid media
____ refers to the media channels that a company controls, either fully or partially, such
as a website, microsite, or social media page that is used to directly communicate with
consumers. - correct answer✔✔Owned media
SARA, a new operating system launched by a not-for-profit community, grows in
popularity due to word-of-mouth publicity. This is an example of _____ media. - correct
answer✔✔earned
_____ refers to the free publicity secured through unpaid media mentions and
consumers who spread the word through word-of-mouth or the Internet. - correct
answer✔✔Earned media
_____ refers to the traditional marketing approach where marketers seek out
consumers by widely broadcasting messages using advertising, direct mail, e-mail
marketing, telemarketing, and personal selling approaches. - correct
answer✔✔Outbound marketing
Nee uses its website and blog to communicate directly to its customers. This
exemplifies the use of _____ media. - correct answer✔✔owned
Nee's blog helps to create a buzz in the market about its upcoming product, resulting in
a boost in its sales. This is an example of using _____ media. - correct
answer✔✔earned
, Which type of marketing does Nee use to connect to its customers? - correct
answer✔✔inbound marketing
_____ provide marketers with expertise on how best to communicate messages to their
audiences. - correct answer✔✔Marketing communication agencies
_____ is when interested consumers find the product and its messaging by using online
techniques that marketers facilitate. - correct answer✔✔Inbound marketing
_____ is any paid form of non-personal communication about an organization, good,
service, or idea by an identified sponsor. - correct answer✔✔Advertising
_____ is an efficient means of reaching large numbers of people both online and offline
and making both the options work together. - correct answer✔✔Advertising
Which of the following is a key weakness of advertising? - correct answer✔✔Offline
approaches of advertising are costly.
Small branded events can be used to create a buzz and spread viral messages when
using _____. - correct answer✔✔event marketing
Froys is a new brand of potato chips from a large manufacturer. The company wants to
take the product to a wide audience through advertising. It also wants to make the
brand name and logo highly visible to the public. It plans to shoot a video advertisement
to fulfill these objectives. Which of the following media is most suited to advertise
Froys? - correct answer✔✔television
A local bank is looking to recruit people for different vacancies across its branches in
Canada. The bank's advertising budget is low and it wants to convey detailed
information about the job to the applicants. Which of the following media is most
suitable to promote the recruitment initiative? - correct answer✔✔Internet
A non-profit organization decides to organize a marathon in the city of Quebec to create
awareness of cancer. The organization's main aim is to appeal to the local audience for
participation in the marathon. The organization has a small budget and little time to
appeal to the audience, and wants to minimize avoidance of the message. Which of the
following media will be best suited for this organization? - correct
answer✔✔outdoor/transit
_____ refers to the use of online ads with graphics that are placed on websites. -
correct answer✔✔Display advertising
A _____ is a tall, slim, vertical ad placed along the side of a web page. - correct
answer✔✔skyscraper
