Deck 15: Advertising, sales Promotion, and Public Relations

Question 1

Product advertisements are advertisements that focus on

A) promoting a product class or category rather than an individual brand's offering.
B) building goodwill or an image for an organization.
C) counteracting negative opinions.
D) selling a product or service.
E) clarifying misconceptions.

Answer 1

D

Question 2

When the Campbell Soup Co.introduced its new Campbell's Kettle Soups,what type of product advertisement was it most likely using in its ads?

A) reminder
B) pioneering
C) reinforcement
D) comparative
E) competitive

Answer 2

B

Question 3

A recent Verizon "Share Everything" ad that describes a smartphone plan with unlimited talk and text service informs its target market about what the service is and what it can do.This ad is an example of __________ advertisement.

A) a reminder product
B) a reminder institutional
C) a competitive product
D) an informational institutional
E) a pioneering product

Answer 3

E

Question 4

Another name for pioneering advertising is __________ advertising.

A) differentiation
B) persuasive
C) prospecting
D) awareness
E) informational

Question 5

Any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as

A) publicity.
B) sales promotion.
C) advertising.
D) personal selling.
E) direct marketing.

Question 6

The key objective of a pioneering ad is to

A) provide concrete evidence for comparison of a product's features and benefits.
B) show one brand's strengths relative to those of competitors.
C) inform the target market about a newly introduced product.
D) reinforce previous knowledge of a product.
E) promote the advantages of one product class over another.

Question 7

TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks.Pipeline safety is becoming a big issue in the United States as more natural gas lines are being laid near population centers.The timing is right for this company to be extremely successful,but it must use __________ advertising so oil companies will know of its product's existence.

A) reminder
B) competitive
C) pioneering
D) institutional
E) objective

Question 8

Pioneering advertisements would most likely be used during which stage of the product life cycle?

A) introduction
B) decline
C) maturity
D) acceleration
E) growth

Question 9

Which of the following is one of the three primary types of product advertisements?

A) goodwill
B) industrial
C) persuasive
D) reminder
E) subliminal

Question 10

Informational ads,particularly those with specific information,have been found to be interesting,convincing,and

A) inexpensive.
B) humorous.
C) expensive.
D) effective.
E) competitive.

Question 11

Product advertisements focus on selling

A) publicity.
B) an emotion or a feeling.
C) a sense of well-being.
D) goodwill.
E) a product or service.

Question 12

A Levi's ad features the introduction of the company's new Levi's 501 CT jeans.What type of product advertisement is this ad?

A) reminder
B) pioneering
C) reinforcement
D) comparative
E) competitive

Question 13

Advertising refers to

A) any nonpaid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
B) any paid form of personal communication about an organization, product, service, or idea by an identified sponsor.
C) any nonpaid form of personal communication about an organization, product, service, or idea by an unidentified sponsor.
D) any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
E) any paid form of nonpersonal communication about an organization, product, service, or idea by an unidentified sponsor.

Question 14

Advertisements that focus on selling a product or service and that can take three forms-pioneering (or informational),competitive (or persuasive),and reminder-are referred to as

A) product advertisements.
B) service advertisements.
C) persuasive advertisements.
D) institutional advertisements.
E) cooperative advertisements.

Question 15

Advertisements basically consist of two types:

A) prepurchase and post-purchase.
B) promotional and reinforcement.
C) promotional and informative.
D) product and service.
E) product and institutional.

Question 16

Advertisers are excited about virtual reality because

A) ads look better on high definition (HD) computer screens.
B) it captures a user's undivided attention.
C) there will be more advertising space available.
D) it uses inexpensive technology so investment is minimal.
E) measuring TV viewership will be easier.

Question 17

The next big change coming to television advertising will most likely be

A) virtual reality.
B) digital video recorders (DVRs).
C) 16K Ultra HD satellite TV.
D) 90-second commercials.
E) iPad remote controls.

Question 18

A pioneering (or informational)ad

A) reinforces previous knowledge of a product.
B) assures current users they made the right choice.
C) promotes a specific brand's features and benefits.
D) tells people what a product is, what it can do, and where it can be found.
E) shows one brand's strengths relative to those of competitors.

Question 19

A pioneering advertisement should

A) tell people what the company values are, and share its successes and advancements.
B) inform the target market about what a product is, what it can do, and where it can be found.
C) show one brand's strengths relative to those of competitors.
D) reinforce previous knowledge of a product.
E) build goodwill or an image for an organization rather than promote a specific product or service.

Question 20

The three primary types of product advertisements are

A) pioneering, institutional, and informational.
B) humor, sex, and fear.
C) pioneering, competitive, and reminder.
D) competitive, subliminal, and institutional.
E) cognitive, affective, and behavioral.

Question 21

A reinforcement ad

A) reinforces previous knowledge of a product.
B) assures current users they made the right choice.
C) promotes a specific brand's features and benefits.
D) tells people what a product is, what it can do, and where it can be found.
E) shows one brand's strengths relative to those of competitors.

Question 22

An ad for Campbell's soup reads,"We haven't changed that great taste your family's always loved." This is an example of __________ advertising.

A) advocacy
B) comparative
C) pioneering
D) informative
E) reinforcement

Question 23

Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

A) advocacy
B) comparative
C) persuasive
D) informative
E) reminder

Question 24

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

A) competitive
B) institutional
C) differentiation
D) pioneering
E) reminder

Question 25

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1.This ad is an example of __________ advertising.

A) reinforcement
B) comparative
C) persuasive
D) informative
E) reminder

Question 26

The key objective of competitive advertising is to

A) tell people what a product is, what it can do, and where it can be found.
B) show a brand's values and history.
C) reinforce previous knowledge of a product.
D) promote the advantages of one product class over another.
E) persuade the target market to select the firm's brand rather than that of a competitor.

Question 27

Shaw's Dozen Rose Bouquet that has the tagline "Don't forget Valentine's Day," making it what type of product advertisement?

A) advocacy
B) reminder
C) reinforcement
D) comparative
E) competitive

Question 28

A popular local car dealership runs television commercials in the fall featuring vehicles driving in deep snow,and recommends its services to winterize cars and trucks before the snow falls.What type of ad is this?

A) seasonal
B) subliminal
C) reminder
D) pioneering
E) comparative

Question 29

Which of the following statements about comparative advertising is true?

A) Comparative advertisements are illegal in the United States.
B) Comparative advertisements are disliked by most consumers and thus attract negative attention for the advertiser's brand.
C) Comparative advertisements need market research to provide legal support for their claims.
D) Comparative advertisements are a form of institutional advertising.
E) Comparative advertisements are rarely constructed to be persuasive.

Question 30

A reminder ad

A) reinforces previous knowledge of a product.
B) states the position of a company on an issue.
C) promotes a specific brand's features and benefits.
D) tells people what a product is, what it can do, and where it can be found.
E) shows one brand's strengths relative to those of competitors.

Question 31

A comparative ad

A) reinforces previous knowledge of a product.
B) assures current users they made the right choice.
C) promotes a specific brand's features and benefits.
D) tells people what a product is, what it can do, and where it can be found.
E) shows one brand's strengths relative to those of competitors.

Question 32

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

A) advocacy
B) competitive
C) reminder
D) comparative
E) differentiation

Question 33

Which of the following statements about comparative advertising is most accurate?

A) Comparative advertisements now constitute over 90 percent of all television ads.
B) Comparative advertisements attract more consumer attention for the advertiser's brand.
C) Comparative advertisements can decrease the perceived quality of the advertiser's brand.
D) Comparative advertisements have been banned by the Federal Trade Commission.
E) Comparative advertisements can, and often do, cause more harm than good.

Question 34

Reminder advertisements are especially effective for products in which stage of their product life cycle?

A) introduction
B) harvesting
C) mature
D) growth
E) decline

Question 35

The Dial Soap ad with the tag line,"Aren't you glad you use Dial? Don't you wish everybody did?
" is an example of which type of advertising?

A) fear appeal
B) competitive
C) pioneering
D) institutional
E) reinforcement

Question 36

A competitive (or persuasive)ad

A) reinforces previous knowledge of a product.
B) assures current users they made the right choice.
C) promotes a specific brand's features and benefits.
D) tells people what a product is, what it can do, and where it can be found.
E) shows one brand's strengths relative to those of competitors.

Question 37

Reinforcement ads are reminder ads that

A) assure current users they made the correct choice in choosing the product.
B) reinforce previous knowledge of a product.
C) repeat ad campaigns that have been used before in order to remind consumers of how good the ads were.
D) reaffirm a company's position on an issue of importance or interest.
E) reassure the company it has made the right choice in advertising the product.

Question 38

A Fidelity Investments ad highlights the advantages of its online trading service relative to Schwab,E*TRADE,and TD Ameritrade.What type of product advertisement is the Fidelity Investments ad?

A) reminder
B) pioneering
C) reinforcement
D) comparative
E) competitive

Question 39

A recent Samsung Galaxy smartphone ad highlighted the advantages of its product relative to Apple's iPhone.What type of product advertisement is the Samsung ad?

A) reminder
B) pioneering
C) reinforcement
D) comparative
E) competitive

Question 40

When Cadillac uses advertising to promote specific features of its Escalade hybrid,it is using which type of product advertisement?

A) reminder
B) competitive
C) pioneering
D) institutional
E) differentiation

Question 41

A Budweiser ad,as part of its "Responsibility Matters" campaign,promotes responsible drinking by encouraging the use of designated drivers.This ad is an example of __________ advertisement.

A) a pioneering
B) a competitive
C) a reminder
D) a political
E) an advocacy

Question 42

Recent Bayer ads stating,"We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin.What type of ad is this?

A) pioneering institutional advertisement
B) competitive institutional advertisement
C) advocacy institutional advertisement
D) reminder institutional advertisement
E) subliminal institutional advertisement

Question 43

The State of Florida's Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice.The goal of these ads is to increase demand for orange juice as it competes with other beverages.This is an example of a __________ advertisement.

A) competitive product
B) product advocacy
C) competitive institutional
D) pioneering product
E) pioneering institutional

Question 44

__________ advertising is often used to support the public relations plan or counter adverse publicity.

A) Institutional
B) Reminder
C) Competitive
D) Pioneering
E) Objective

Question 45

Which of the following is one of the commonly used forms of institutional advertising?

A) sustainable
B) persuasive
C) philanthropic
D) informational
E) advocacy

Question 46

The purpose of pioneering institutional advertisements is to

A) promote a specific brand's features and benefits.
B) inform people what a company is, what it can do, and where it is located.
C) state the position of a company on an issue.
D) reinforce previous knowledge of a product.
E) promote the advantages of one product class over another.

Question 47

The objective of institutional advertisements is to __________ rather than promote a specific product or service.

A) generate support for nonprofit organizations
B) increase frequency of purchase of new products
C) tout the competitive advantages of one industry over another
D) build goodwill or an image for an organization
E) promote alternative uses for a product class

Question 48

The purpose of competitive institutional advertisements is to

A) promote a specific brand's features and benefits.
B) tell people what a company is, what it can do, and where it is located.
C) state the position of a company on an issue.
D) reinforce previous knowledge of a product.
E) promote the advantages of one product class over another.

Question 49

The purpose of reminder institutional advertisements is to

A) promote a specific brand's features and benefits.
B) tell people what a company is, what it can do, and where it is located.
C) state the position of a company on an issue.
D) bring the company's name to the attention of the target market again.
E) promote the advantages of one product class over another.

Question 50

Chevron placed an ad with copy reading,"Protecting the planet is everyone's job.We Agree.," that encouraged consumers to use renewable energy.Which type of advertising was Chevron using?

A) reminder
B) competitive
C) pioneering
D) advocacy
E) objective

Question 51

The Beef Council promotes a series of ads in which the tagline is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef.This type of ad is

A) a reminder institutional ad.
B) a pioneering institutional ad.
C) a product institutional ad.
D) a competitive institutional ad.
E) an advocacy ad.

Question 52

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

A) product
B) public service
C) institutional
D) reminder
E) repositioning

Question 53

When Philip Morris changed its name to Altria,it ran __________ institutional ads to inform consumers.

A) competitive
B) advocacy
C) pioneering
D) reminder
E) stakeholder

Question 54

Visit California is responsible for promoting tourism in the state and recently ran a successful ad called "Average Joes" to share lifestyle attributes that are popular there.This an example of which type of advertising?

A) reminder institutional
B) competitive institutional
C) pioneering institutional
D) product advocacy
E) product differentiation

Question 55

All of the following are alternative forms of institutional advertisements except which?

A) competitive
B) public service
C) reminder
D) pioneering
E) advocacy

Question 56

The purpose of an advocacy advertisement is to

A) promote a specific brand's features and benefits.
B) tell people what a company is, what it can do, and where it is located.
C) state the position of a company on an issue.
D) reinforce previous knowledge of a product.
E) promote the advantages of one product class over another.

Question 57

America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk relative to other beverages.This campaign consists of __________ ads.

A) competitive institutional
B) competitive product
C) advocacy
D) pioneering product
E) pioneering institutional

Question 58

Bridgestone uses institutional __________ ads in its "One Team,One Planet" campaign to inform people about its rubber tree farms,tire recycling,and environmentally-friendly factories.

A) pioneering
B) competitive
C) reminder
D) political
E) advocacy

Question 59

An advertisement that informs people what a company is,what it can do,and where it is located is referred to as

A) a competitive institutional advertisement.
B) a competitive product advertisement.
C) a reminder institutional advertisement.
D) an advocacy institutional advertisement.
E) a pioneering institutional advertisement.

Question 60

When the Lorillard Tobacco Co.places ads discouraging teenagers from smoking,the firm is using which type of advertising?

A) pioneering
B) competitive
C) reminder
D) comparative
E) advocacy

Question 61

When the Office of National Drug Control Policy ran an ad with the headline,"Marijuana harmless? Didn't see the merging truck," it was using which type of ad appeal?

A) humor
B) fear
C) sex
D) nostalgic
E) guilt

Question 62

An advertising message usually focuses on the __________ of the product that are important to a prospective buyer in making trial and adoption decisions.

A) emotional aspects
B) price points
C) psychological aspects
D) financial risks
E) key benefits

Question 63

__________ ads are expensive but effective; Lexus reported that following its ad's airing,searches for its vehicles on Kelley Blue Book's website skyrocketed by 1,800 percent.

A) Reinforcement
B) Online
C) Super Bowl
D) Competitive
E) Cooperative

Question 64

The first decision in developing an advertising program is to

A) set the budget.
B) specify the advertising objectives.
C) identify the target audience.
D) select the appeal.
E) select the media.

Question 65

Which of the following is an important guideline when using a fear appeal?

A) Make sure the advertisement is still appropriate for viewing by children.
B) Make the appeal so strong that it appears humorous.
C) Don't make the appeal so strong that consumers will want to tune out the advertisement.
D) Avoid any reference to death or dying.
E) Make sure to emphasize that the outcome rests in the viewers' hands.

Question 66

An ad for Conesco Insurance asks the question,"How long will you wait to start planning for long-term care? " The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show.The idea that she will not have the care she needs because she failed to plan her finances for the future when she was younger is an example of a

A) rhetorical appeal.
B) baby boomer appeal.
C) humorous appeal.
D) fear appeal.
E) security appeal.

Question 67

When developing the advertising program,specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

A) product or service features
B) time constraints
C) pricing constraints
D) segmentation methods
E) advertising objectives

Question 68

Which of the following is not an aspect of identifying the target audience for an advertisement?

A) The scheduling of the advertising can depend on the target audience.
B) The Federal Communications Commission (FCC) suggests that advertising program decisions be based on market research about the target audience.
C) The placement of the advertising depends on the target audience.
D) The size of the advertising budget should dictate the target audience.
E) Understanding the lifestyles, attitudes, and demographics of the target market is essential.

Question 69

When developing the advertising program,specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and

A) identifying the target audience.
B) evaluating a campaign.
C) designing the advertising.
D) pretesting the advertising.
E) scheduling the advertising program.

Question 70

In 1990,a 30-second ad during the Super Bowl cost $700 ,000.By 2016,the cost had soared to $5 million for a 30-second spot.The most likely reason for the escalating cost is that

A) the number of TV viewers of the Super Bowl has grown substantially.
B) the ads are much more elaborate and therefore more expensive to produce.
C) the networks that broadcast the game knows advertisers will pay anything they want.
D) the ad agencies have dramatically increased their creative and production fees.
E) the companies that create Super Bowl ads do not have to run any other ads all year.

Question 71

An ad for Mercedes-Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name or any sign of a product in the ad.This ad was an example of __________ advertising.

A) competitive institutional
B) competitive product
C) advocacy
D) pioneering product
E) reminder institutional

Question 72

Information and persuasive content can be combined to form which common advertising appeals?

A) sex, fear, and humor appeals
B) guilt, financial risk, and self-esteem appeals
C) guilt, fear, and self-worth appeals
D) demographic, psychographic, and lifestyle appeals
E) gender, ethnicity, and reference group appeals

Question 73

Most advertising messages are made up of two elements,which are

A) rhetorical and persuasive.
B) informational and persuasive.
C) functional and creative.
D) functional and persuasive.
E) informational and rhetorical.

Question 74

The World Wide Fund for Nature sponsors an ad showing a person morphing into a fish with the caption,"Stop Climate Change before it Changes You." This is an example of which type of appeal?

A) reminder
B) fear
C) sex
D) pioneering
E) guilt

Question 75

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service,a change in behavior,or a reduction in the use of a product is referred to as

A) an authoritarian appeal.
B) a coercive appeal.
C) a family appeal.
D) a guilt appeal.
E) a fear appeal.

Question 76

A political ad that incorporates a fear appeal would most likely be expressed as

A) religious repercussions after death.
B) disenfranchisement from mainstream society.
C) a lack of patriotic responsibility.
D) a lack of self-respect or self-worth.
E) warnings against the rise of extreme or dangerous ideologies.

Question 77

A testimonial ad for a First Alert carbon monoxide (CO)detector features parents who are discussing the dangers of carbon monoxide poisoning.In the ad,the homeowners tell the target audience how purchasing and using the advertised product can avert disaster.Such advertisements use

A) compassionate appeals.
B) guilt appeals.
C) family appeals.
D) fear appeals.
E) coercive appeals.

Question 78

Life insurance companies like Prudential hope to get you to worry about how your loved ones will provide for themselves once you have passed away.They paint a very gloomy picture of the possible consequences of not having life insurance,and they make a point of recommending that you act immediately because you never know when it is going to be too late.This is an example of a

A) fear appeal.
B) rhetorical appeal.
C) life-cycle appeal.
D) humorous appeal.
E) security appeal.

Question 79

While not all advertising options are as expensive as the Super Bowl,most alternatives

A) are at least 50 percent less effective.
B) fail in comparison.
C) still represent substantial financial commitments.
D) are at least 50 percent more effective.
E) rarely result in exposure of the target market, except on mobile devices.

Question 80

The U.S.Air Force sponsors advertising meant to get potential recruits to think about opportunities with the organization that they already know exist.This is an example of a(n)__________ advertisement.

A) reminder institutional
B) competitive institutional
C) pioneering institutional
D) advocacy
E) subliminal institutional