ADVERTISING & PROMOTION TEST QUESTIONS AND
ANSWERS, 8TH CANADIAN EDITION BY MICHAEL GUOLLA,
GEORGE E. BELCH
1.What is marketing according to Kotler and Keller (2012)? - ANSWER Delivering value to
customers by managing customer relationships in ways that benefit the organisation.
2.What is 'value' in marketing? - ANSWER Customer perception of all the benefits of a product
or service against the cost of acquiring and consuming it.
3.What are the three types of customer-perceived benefits? - ANSWER Functional, Experiential,
Psychological.
4.How does perceived value impact customer behaviour? - ANSWER It influences loyalty, word
of mouth, repurchase decisions, and overall brand perception.
5.What are the 4 Ps in the marketing mix? - ANSWER Product, Price, Place, Promotion
6.What are the five traditional elements of the promotional mix? - ANSWER Advertising
Direct Marketing
Personal Selling
Sales Promotion
Public Relations
7.What is the Shannon and Weaver Model of Communication? - ANSWER A linear model
consisting of: Information Source → Transmitter → Channel → Receiver → Destination, with
'Noise' affecting the process.
,8.What is an undifferentiated message and medium? - ANSWER Same message to all audiences
using the same medium - now considered inefficient.
9.What is a differentiated message and undifferentiated medium? - ANSWER Target audiences
receive different messages through a shared medium to benefit from scale.
10.What is an undifferentiated message and differentiated medium? - ANSWER A consistent
message is delivered via different media to reach distinct audiences.
11.What is a differentiated message and differentiated medium? - ANSWER Customised
messages sent via specific channels to reach segmented audiences - ideal scenario.
12.What is Integrated Marketing Communications (IMC)? - ANSWER A strategic approach to
marketing that combines various communication tools to create clarity, consistency, and impact
across all channels.
13.What are the 4 C's of IMC? - ANSWER Consistency - All messages support and reinforce each
other
Coherence - Messages logically connect
Continuity - Campaign connects over time
Complementary - All elements work together
14.What are key barriers to implementing IMC successfully? - ANSWER Organisational Silos
Difficulty in Measurement
Resource Intensity
Fluid Media Landscape
Stifled Creativity
Global Differences
, 15.What are the main criteria for evaluating IMC options? - ANSWER Coverage - Reach of the
target market
Cost - Expense of the option
Contribution - Impact on objectives
Commonality - Overlap with other options
Complementarity - Support for communication goals
Cross-effects - Boost from combined efforts
Conformability - Overall alignment of tools
16.What is the Marketing Communications Process Model? - ANSWER It shows how marketing
strategy and analysis guide the development of a promotional program targeted at specific
markets using a communication mix.
17.What is Opportunity Analysis? - ANSWER The process of identifying areas where:
There are demand trends
Customer needs are unmet
The firm can compete effectively
18.What are the steps to identify market opportunities? - ANSWER 1. Examine the marketplace
2. Observe demand trends and competition in segments
19.What is a competitive advantage? - ANSWER Attributes that give a firm an edge, such as:
Better products
Superior service
Lower costs
Strong distribution channels
Strong marketing communications
ANSWERS, 8TH CANADIAN EDITION BY MICHAEL GUOLLA,
GEORGE E. BELCH
1.What is marketing according to Kotler and Keller (2012)? - ANSWER Delivering value to
customers by managing customer relationships in ways that benefit the organisation.
2.What is 'value' in marketing? - ANSWER Customer perception of all the benefits of a product
or service against the cost of acquiring and consuming it.
3.What are the three types of customer-perceived benefits? - ANSWER Functional, Experiential,
Psychological.
4.How does perceived value impact customer behaviour? - ANSWER It influences loyalty, word
of mouth, repurchase decisions, and overall brand perception.
5.What are the 4 Ps in the marketing mix? - ANSWER Product, Price, Place, Promotion
6.What are the five traditional elements of the promotional mix? - ANSWER Advertising
Direct Marketing
Personal Selling
Sales Promotion
Public Relations
7.What is the Shannon and Weaver Model of Communication? - ANSWER A linear model
consisting of: Information Source → Transmitter → Channel → Receiver → Destination, with
'Noise' affecting the process.
,8.What is an undifferentiated message and medium? - ANSWER Same message to all audiences
using the same medium - now considered inefficient.
9.What is a differentiated message and undifferentiated medium? - ANSWER Target audiences
receive different messages through a shared medium to benefit from scale.
10.What is an undifferentiated message and differentiated medium? - ANSWER A consistent
message is delivered via different media to reach distinct audiences.
11.What is a differentiated message and differentiated medium? - ANSWER Customised
messages sent via specific channels to reach segmented audiences - ideal scenario.
12.What is Integrated Marketing Communications (IMC)? - ANSWER A strategic approach to
marketing that combines various communication tools to create clarity, consistency, and impact
across all channels.
13.What are the 4 C's of IMC? - ANSWER Consistency - All messages support and reinforce each
other
Coherence - Messages logically connect
Continuity - Campaign connects over time
Complementary - All elements work together
14.What are key barriers to implementing IMC successfully? - ANSWER Organisational Silos
Difficulty in Measurement
Resource Intensity
Fluid Media Landscape
Stifled Creativity
Global Differences
, 15.What are the main criteria for evaluating IMC options? - ANSWER Coverage - Reach of the
target market
Cost - Expense of the option
Contribution - Impact on objectives
Commonality - Overlap with other options
Complementarity - Support for communication goals
Cross-effects - Boost from combined efforts
Conformability - Overall alignment of tools
16.What is the Marketing Communications Process Model? - ANSWER It shows how marketing
strategy and analysis guide the development of a promotional program targeted at specific
markets using a communication mix.
17.What is Opportunity Analysis? - ANSWER The process of identifying areas where:
There are demand trends
Customer needs are unmet
The firm can compete effectively
18.What are the steps to identify market opportunities? - ANSWER 1. Examine the marketplace
2. Observe demand trends and competition in segments
19.What is a competitive advantage? - ANSWER Attributes that give a firm an edge, such as:
Better products
Superior service
Lower costs
Strong distribution channels
Strong marketing communications
