Question 1

Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience

Accepted Answer

Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience gender.

Question 2

A comparative ad

Accepted Answer

A comparative (or informational)ad shows one brand's strengths relative to those of competitors.

Question 3

The key objective of competitive advertising is to

Accepted Answer

The key objective is to persuade the target market to select the firm's brand rather than that of a competitor.

Question 4

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?

Accepted Answer

The Fidelity Investments ad is a comparative ad that compares its online trading service relative to those of Schwab,E*TRADE,and TD Ameritrade.

Question 5

A Duracell print ad shows a Christmas gift with the tagline "Tip: Don't forget the batteries!," making it what type of product advertisement?

Accepted Answer

The Duracell ad is a reminder ad that prompts consumers to recall that Christmas toys often require batteries that are not included.

Question 6

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?

Accepted Answer

Reinforcement advertising,a type of reminder advertising,is used to assure current users they may the right choice.The Dial Soap ad with the copy "Aren't you glad you use Dial.Don't you wish everybody did?" is an example of reinforcement advertising.

Question 7

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

Accepted Answer

Advertising that promotes a specific brand's features and benefits is competitive.The objective of these messages is to persuade the target market to select the firm's brand rather than that of a competitor.

Question 8

Reinforcement ads are reminder ads that

Accepted Answer

Key term definition-reinforcement advertising.

Question 9

A competitive (or persuasive)ad

Accepted Answer

Advertising that promotes a specific brand's features and benefits is competitive.

Question 10

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

Accepted Answer

Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience gender.

Question 11

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

Accepted Answer

The Samsung Galaxy ad is a comparative ad that compares its features relative to Apple's iPhone.

Question 12

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

Accepted Answer

Reminder advertising is good for products that have achieved a well-recognized position and are in the maturity phase of their product life cycle.

Question 13

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

Accepted Answer

Key term definition-comparative advertising.

Question 14

Shaw's Dozen Rose Bouquet placed a print ad with the tagline "Don't forget Valentine's Day," making it what type of product advertisement?

Accepted Answer

The Shaw's Dozen Rose Bouquet ad is a reminder ad that prompts consumers about Valentine's Day and to order Shaw's roses as a gift for Valentine's Day.

Question 15

A recent Progressive ad highlights its competitive rates compared to other auto insurers.What type of product advertisement is the Progressive ad?

Accepted Answer

The Progressive ad is a comparative ad that compares its features relative to other insurance companies.

Question 16

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

Accepted Answer

Key term definition-reminder advertising.

Question 17

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.

Accepted Answer

Comparative advertisements are competitive advertisements that show one brand's strengths relative to those of competitors.

Question 18

Which of the following statements about comparative advertising is true?

Accepted Answer

A comparative (or informational)ad shows one brand's strengths relative to those of competitors.Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand.Firms that use comparative advertising need market research to provide legal support for their claims.

Question 19

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.Which type of ad is this?

Accepted Answer

Reminder advertising is used to reinforce previous knowledge of a product.The ad here reminds consumers about upcoming bad weather and the need for winterization services.Reminder advertising is good for products that have achieved a well-recognized position and are in the maturity phase of their product life cycles.

Question 20

A reminder ad

Accepted Answer

Reminder advertising is used to reinforce previous knowledge of a product.

Quiz 18: Advertising,sales Promotion,and Public Relations