Question 1

The target audience for an advertising campaign is the

Accepted Answer

The target audience is the specific group of people towards whom the advertisements are directed. They are the individuals who the campaign seeks to influence and who are most likely to respond to the advertising message. Understanding the target audience is crucial in creating effective advertising campaigns that resonate with and motivate the intended consumers.

Question 2

The two major types of product advertising are

Accepted Answer

Pioneer advertising is used to introduce new products or services to the market, while competitive advertising is used to persuade consumers to choose a particular product or service over the competition. The other answer choices either do not accurately describe the major types of product advertising or combine different types of advertising.

Question 3

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as

Accepted Answer

Comparative advertising involves directly comparing the features or benefits of one product to another, often by name. The soft drink companies in this case are using national "taste tests" to prove that their own product is superior to their competitors, which falls under the category of comparative advertising.

Question 4

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

Accepted Answer

Defining the advertising objectives is the next step after identifying and analyzing the target audience, as it sets clear goals for what the advertising campaign aims to achieve.

Question 5

The step in developing an advertising campaign that directly precedes campaign execution is

Accepted Answer

Creating the advertising message is the step that directly precedes campaign execution. This involves crafting the actual content and creative elements of the advertisements based on the defined objectives, platform, and media plan.

Question 6

The "Got milk?" print campaign is advertising that stimulates demand for a ____, known as ____ advertising.

Accepted Answer

The answer of The "Got milk?" print campaign is advertising...

Question 7

Coors advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called

Accepted Answer

The answer of Coors advertises that its beer is the...

Question 8

Reinforcement advertising is primarily targeted at

Accepted Answer

Reinforcement advertising is a type of advertising that aims to reinforce or remind current users of a particular product about the brand and its benefits. It is not targeted at new potential target markets or competitors' brand users. It is also not meant for all stakeholders of an organization but primarily for existing customers. Therefore, the correct option is E.

Question 9

After the advertising budget is determined, the next step in creating an advertising campaign is

Accepted Answer

Developing the media plan is the next logical step in creating an advertising campaign after the advertising budget is determined. The media plan outlines the specific channels and tactics that will be used to reach the target audience with the advertising message. Once the media plan is in place, the advertising message can be created and executed according to that plan. Evaluating the advertising objectives and creating the advertising platform may come earlier in the campaign planning process, but they are typically not the next steps after the budget is determined.

Question 10

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising.

Accepted Answer

This slogan uses reinforcement advertising by implying that those who use Dial Soap have made a wise choice, reinforcing their decision to use the product.

Question 11

When developing an advertising campaign, benchmarks need to be included in the

Accepted Answer

The answer of When developing an advertising campaign, benchmarks need...

Question 12

The last stage in the development of any advertising campaign is

Accepted Answer

The last stage in the development of any advertising campaign is evaluating the effectiveness of advertising. After the campaign has been launched, it is essential to determine whether the goals and objectives have been achieved or not. This step will help to understand the effectiveness of the campaign and make necessary adjustments for future campaigns.

Question 13

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.

Accepted Answer

The answer of An ad for a multivitamin that claims,...

Question 14

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)

Accepted Answer

State Farm's statement is a specific, measurable goal for their advertising efforts, making it an advertising objective.

Question 15

The advertising campaign for Crest toothpaste lets consumers know about its newest flavor, and also mentions its history as an established brand. The ad also mentions Crest's advantages and benefits. Crest's advertising would be classified as

Accepted Answer

The answer of The advertising campaign for Crest toothpaste lets...

Question 16

The first stage in the development of any advertising campaign is

Accepted Answer

Identifying the advertising target audience is the first step in the development of any advertising campaign, as it allows advertisers to tailor their message and platform to the specific group they are trying to reach. Without knowing their target audience, the other steps such as setting the budget or creating the message would be difficult to execute effectively.

Question 17

Tercile Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ____ advertising.

Accepted Answer

Competitive advertising is used to counter the effects of the advertising of a competitor. In this case, Carbone Products Company wants to offset the effects of Tercile Products Company's advertising, so competitive advertising would be the most appropriate choice.

Question 18

Brands that are promoted through comparative advertising are most likely to be

Accepted Answer

Comparative advertising is typically used by brands that are attempting to compete with market leaders in order to gain market share. By highlighting the features and benefits of their products in comparison to the market leader, they hope to convince consumers to choose their brand instead.

Question 19

When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _______ advertising.

Accepted Answer

Competitive advertising is used to compare the product with similar products of competitors, in order to establish superiority of the advertised product. In this case, Volvo is comparing the safety rating of their product with other European sedans to establish superiority and attract customers.

Question 20

Which of the following lists forms of competitive advertising?

Accepted Answer

Competitive advertising aims to directly compare a company's product or service to its competitors. The options A, B, D, and E do not all include forms of competitive advertising, but option C does as it includes comparative advertising, which is a direct comparison of a company's product to its competitors. Reminder and reinforcement advertising do not involve direct comparisons but instead aim to keep a brand or product top of mind.

Quiz 16: Advertising and Public Relations