Question 1

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.

Accepted Answer

The answer of Bridgestone uses institutional ________ ads in its...

Question 2

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.

Accepted Answer

The "To Your Health" campaign is an example of a competitive institutional advertisement because it aims to increase demand for orange juice by highlighting its benefits in comparison to other beverages.

Question 3

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

Accepted Answer

Advocacy advertising is a common form of institutional advertising where an organization promotes a particular idea or cause.

Question 4

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

Accepted Answer

The answer of When Philip Morris changed its name to...

Question 5

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?

Accepted Answer

The answer of Visit California is responsible for promoting tourism...

Question 6

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.

Accepted Answer

The ad promotes responsible behavior and encourages the use of designated drivers, which is a form of advocacy advertisement. This type of ad aims to promote a social or environmental issue rather than marketing a product or service.

Question 7

The purpose of an advocacy advertisement is to

Accepted Answer

The purpose of an advocacy advertisement is to state the position of a company on an issue, often related to social, environmental, or political causes. The goal is to influence public opinion and advocate for a particular cause, rather than promote a specific product or brand.

Question 8

The purpose of competitive institutional advertisements is to

Accepted Answer

Competitive institutional advertisements aim to promote the advantages of one product class over another. They do not necessarily promote a specific brand's features and benefits (option A), state the position of a company on an issue (option C) or reinforce previous knowledge of a product (option D). While telling people what a company is, what it can do, and where it is located (option B) may be a part of competitive institutional advertising, it is not the primary purpose.

Question 9

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

Accepted Answer

The answer of The Beef Council promoted a series of...

Question 10

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

Accepted Answer

The Lorillard Tobacco Co. is using advocacy advertising, which is focused on promoting a social, charitable, or other cause rather than promoting a product or service. In this case, the cause is discouraging teenagers from smoking.

Question 11

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

Accepted Answer

Four alternative forms of commonly used institutional advertisements are advocacy,pioneering,competitive,and reminder.

Question 12

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.

Accepted Answer

The answer of America's dairy farmers and milk processors use...

Question 13

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

Accepted Answer

A pioneering institutional advertisement is used to inform people about a company, its capabilities, and its location. This type of advertisement is used to establish or build a company's brand image, rather than promote a specific product or service.

Question 14

The purpose of pioneering institutional advertisements is to

Accepted Answer

Pioneering institutional advertisements are designed to introduce a company to the public, provide basic information about what the company does and where it is located, and establish its reputation. They are not typically focused on promoting specific product features or benefits, stating the company’s position on an issue, reinforcing previous knowledge of a product, or promoting one product class over another.

Question 15

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.

Accepted Answer

Reminder institutional advertisements are designed to reinforce existing knowledge about a product or organization, which aligns with the goal of reminding potential recruits about opportunities they are already aware of.

Question 16

An ad for Mercedes-Benz automobiles 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 nor any sign of a product in the ad. This ad was an example of ________ advertising.

Accepted Answer

The answer of An ad for Mercedes-Benz automobiles showed a...

Question 17

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?

Accepted Answer

The answer of Recent Bayer ads stating, "We cure more...

Question 18

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?

Accepted Answer

Chevron's ad is an example of advocacy advertising, which promotes a cause or idea instead of a specific product or service. In this case, the ad is advocating for the use of renewable energy to protect the planet, and Chevron is positioning itself as a company that supports this cause.

Question 19

The purpose of reminder institutional advertisements is to

Accepted Answer

Reminder institutional advertisements aim to reinforce the brand in the minds of the target market and bring the company name to their attention again. These ads do not focus on promoting specific features or benefits of a brand, stating positions on issues, or comparing products. Instead, they serve as a reminder to the target market of the company's existence and promote brand recognition.

Question 20

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

Accepted Answer

Institutional advertising is used to promote the overall image of a company or organization, rather than promoting a specific product or service. It is often used to support the public relations plan or counter adverse publicity. Reminder advertising is used to remind or reinforce the message of an already established brand, competitive advertising is used to compare a company's products with their competitors, pioneering advertising is used to introduce a new product to the market, and objective advertising focuses on providing information about a product or service rather than trying to persuade the consumer.

Quiz 16: Advertising, Sales Promotion, and Public Relations