Question 1

_____ advertising attempts to create a particular image for a company or tries to build goodwill toward the organization.

Accepted Answer

Institutional advertising focuses on promoting the organization itself, rather than its individual products or services. It aims to establish a positive image for the company and foster goodwill among consumers and the public.

Question 2

An ad explaining how and why Toyota recycles 376 million pounds of steel annually and uses aggressive recycling programs to keep 18 million pounds of other scrap metals from ending up in landfills is an example of _____ advertising.

Accepted Answer

This is an example of institutional advertising, which aims to promote the organization's image, reputation, or ideas rather than focusing on a specific product's benefits or features. In this case, Toyota is highlighting its commitment to environmental sustainability and recycling efforts to enhance its corporate image.

Question 3

An ad explaining why UPS package-delivery service has modified its logo after thirty years would be an example of _____ advertising.

Accepted Answer

Institutional advertising is focused on promoting the organization's image, reputation, or ideas rather than promoting a specific product or service. Changing a logo to refresh or update a company's image falls under this category, as it aims to enhance the overall perception of the company rather than advertise a specific product or service offering.

Question 4

Janome sewing machine ads feature sewing machine storeowner Andrew Singletary in which he says, ""I'll repair any brand, but I'll only sell Janome." The source for this ad would be classified as:

Accepted Answer

The answer of Janome sewing machine ads feature sewing machine...

Question 5

Before designing an advertising campaign for Hormel low-fat turkey chili, Hormel Foods advertising department needs to:

Accepted Answer

Before designing an advertising campaign, it's crucial to identify the target market, establish promotional goals, set a budget, and determine the promotional theme. Doing all these steps ensures the campaign is well-targeted, goal-oriented, budgeted, and thematically consistent.

Question 6

Typical advertising objectives include:

Accepted Answer

All the options listed (expanding the use of a product, counteracting product substitution, improving dealer relations, and supporting personal selling efforts) are typical objectives of advertising campaigns.

Question 7

When florists make floral arrangements the flowers are stuck into a piece of foam that is soaked in water and cut to fit the flowers being arranged. An ad placed in Floral Management for Aquafoam, one of the principal brands of foam used by florists, describes a contest with a $10,000 prize that any florist can enter by simply placing a telephone order for Aquafoam. The objective of this ad is to:

Accepted Answer

The answer of When florists make floral arrangements the flowers...

Question 8

The most likely objective of an ad for Recourses, a management consulting firm that can provide a complete analysis of any type of business and make recommendations for improvement, is to:

Accepted Answer

The ad's objective is likely to support personal selling by highlighting Recourses' ability to analyze businesses and recommend improvements, thereby generating interest and potential leads for their consulting services.

Question 9

The ad for the Life and Health Insurance Foundation for Education asks you to imagine what would happen to your family if you were to die. The most likely objective of this advertising is to:

Accepted Answer

The ad aims to highlight the importance of life and health insurance by asking the audience to consider the potential impact on their family if they were to die, thereby supporting personal selling by creating a perceived need for insurance products.

Question 10

_____ advertising promotes products of two or more firms that share the cost of advertising.

Accepted Answer

Cooperative advertising is a cost-sharing arrangement whereby both suppliers and distributors of a product promote that product together.

Question 11

A billboard for Wolverine work shoes shows that Wolverine brand shoes can be purchased at Andeason Shoe Store. The billboard is most likely an example of _____ advertising.

Accepted Answer

Cooperative advertising involves a partnership between a manufacturer and a retailer to promote a product. In this case, Wolverine (the manufacturer) and Andeason Shoe Store (the retailer) are working together to advertise Wolverine brand shoes, making it an example of cooperative advertising.

Question 12

Which of the following statements about cooperative advertising is True?

Accepted Answer

Cooperative advertising is often used to extend a firm's promotion budget by sharing the costs of advertising with other businesses, such as manufacturers and retailers.

Question 13

_____ advertising involves firms on different levels of distribution.

Accepted Answer

Vertical cooperative advertising involves collaboration between firms at different levels of the distribution channel, such as manufacturers and retailers, to share advertising costs and efforts.

Question 14

Which of the following is an example of two companies that might work together in vertical cooperative advertising?

Accepted Answer

Vertical cooperative advertising involves collaboration between different levels of the same supply chain, such as manufacturers and retailers. The manufacturer of Barbie dolls working with Toys "R" Us is an example of this, as it involves a manufacturer partnering with a retailer to promote a product.

Question 15

Which of the following could engage in vertical cooperative advertising?

Accepted Answer

Vertical cooperative advertising involves collaboration between different levels of the same industry, such as a retailer (Mystery Ink bookstore) and a manufacturer or publisher (Walker & Co. mystery book publisher), to promote a product.

Question 16

The manufacturer of Broyhill furniture often shares the costs of advertising with furniture stores that feature its products in local advertisements. This is an example of _____ advertising.

Accepted Answer

Vertical cooperative advertising involves a partnership between manufacturers and retailers to share the cost of advertising at the local level. In this case, Broyhill, the manufacturer, shares advertising costs with furniture stores, making it a vertical cooperative effort.

Question 17

In Southern Living magazine, Dillard's department store ads often feature various brands carried by the retailer, such as Estee Lauder cosmetics, Lenox china, and Emma James clothing for women. If Dillard's and the manufacturers share the cost, these ads would be classified as _____ advertising.

Accepted Answer

Vertical cooperative advertising involves a retailer partnering with manufacturers to promote specific products or brands that the retailer carries, sharing the advertising costs. This is the case with Dillard's department store ads featuring brands like Estee Lauder, Lenox, and Emma James.

Question 18

An advertising allowance:

Accepted Answer

An advertising allowance is indeed a type of financial incentive provided by manufacturers to retailers. This incentive is aimed at encouraging retailers to advertise or prominently display the manufacturer's products, thereby increasing product visibility and potentially boosting sales.

Question 19

The difference between cooperative advertising and advertising allowances is the:

Accepted Answer

The key difference between cooperative advertising and advertising allowances lies in the control exerted by the manufacturer over how the advertising money is spent. In cooperative advertising, manufacturers and retailers share the advertising costs and efforts, with specific guidelines on how the funds should be used, ensuring the manufacturer has significant control. In contrast, advertising allowances often give the retailer more freedom on how to use the funds for advertising.

Question 20

_____ advertising is undertaken by firms on the same level of distribution and is a way to share the costs of advertising.

Accepted Answer

Horizontal cooperative advertising is when firms at the same level of distribution, such as retailers, collaborate to share the costs of advertising. This approach allows them to pool resources for mutual benefit, such as promoting a common product or service.

Quiz 19: Advertising, Sales Promotion, and Public Relations