Question 1

Instead of sending artfully arranged flower bouquets,an entrepreneur has developed fresh fruit bouquets and is marketing them under the name Edible Arrangements.The premium fruit is cut to mimic flowers,arranged in a basket,and carefully delivered to the recipient's home.One of the problems is convincing people that it is not a novelty product,but an attractive way to show how you feel about someone.Which type of advertising is Edible Arrangements using to promote its fruit bouquets?
A)pioneering
B)innovative
C)introductory
D)start-up

Accepted Answer

Pioneering advertising is heavily utilized during the introductory stage of the product life cycle.

Question 2

Procter & Gamble's ads for Head & Shoulders Intensive Solutions system designed to treat the symptoms of dandruff and seborrhoea emphasize the brand name and how effectively it heals the scalp.In addition,the ads demonstrates how easy it is to use the system,which looks complicated but isn't.Which type of advertising is this?
A)comparative
B)pioneering
C)institutional
D)competitive

Accepted Answer

The goal of competitive advertising is to influence demand for a specific brand of good or service.Such advertising is less informational and more emotional.The emphasis is on brand name,recall,and favourable attitude toward the brand.

Question 3

Which type of advertising is used to stimulate demand for a new product or product category and is heavily utilized during the introductory stage of the product life cycle?
A)comparative
B)innovative
C)image
D)pioneering

Accepted Answer

Pioneering advertising is used to stimulate demand for a new product or product category and is heavily utilized during the introductory stage of the product life cycle. This type of advertising aims to create awareness and educate the market about the new product or category, highlighting its unique features and benefits. It is different from comparative, image, or innovative advertising, which serve different purposes and are used at different stages of the product life cycle.

Question 4

General Motors runs magazine advertisements that encourage the purchase of Cadillac automobiles.Which type of advertising is being used?
A)pioneering
B)circumstantial
C)product
D)comparative

Accepted Answer

Product advertising touts the benefits of a specific product or service.

Question 5

DuPont has an advertisement that shows police officers describing how they were shot at close range in the line of duty.The advertisement explains that the lives of these public servants were saved by Kevlar bullet-proof vests and that Kevlar was invented by DuPont.Which type of advertising is being used?
A)attribute
B)image
C)pioneering
D)institutional

Accepted Answer

Institutional advertising is designed to enhance the image of the company and asks for no action except maintaining a favourable attitude toward the advertiser and its goods and services.

Question 6

How does advertising affect consumers?
A)It changes cultural practices and conventions.
B)It changes strongly held values.
C)It changes young people's views.
D)It changes negative attitudes to positive ones.

Accepted Answer

Advertising can affect attitudes but cannot alter values or force people to do things they do not want to do or believe are wrong.

Question 7

The advertising response function helps marketers to do which of the following?
A)create ads that will be noticed by consumers each time the ad runs
B)use their advertising budgets wisely
C)calculate the break-even points for each product being advertised
D)determine the reach and frequency of specific media

Accepted Answer

The advertising response function is a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.

Question 8

Why do many brands with a large market share spend proportionally less on advertising compared to brands with small market share?
A)Beyond a certain volume of promotion,diminishing returns set in.
B)There is no minimum level of exposure for advertising to have an effect on sales.
C)Advertising will not stimulate economic growth for the industry.
D)The firms with large market share do not understand the advertising-to-sales relationship.

Accepted Answer

There is a saturation point for advertising.

Question 9

The goal of one type of advertising is to influence demand for a specific brand of good or service.Such advertising is less informational and more emotional;the emphasis is on brand name,recall,and favourable attitude toward the brand.What is the type of advertising being described?
A)pioneering
B)objective-specific
C)competitive
D)comparative

Accepted Answer

The type of advertising being described is competitive advertising, which seeks to influence demand for a specific brand by creating a favorable attitude towards it and emphasizing brand recall. It is different from pioneering advertising, which aims to create demand for a new product or product category, and objective-specific advertising, which provides factual information about a product or service. Comparative advertising, on the other hand, compares a brand with its competitors to assert its superiority.

Question 10

Unlike advertising that establishes or maintains a company's identity,which type of advertising touts the benefits of a specific good or service?
A)selective
B)advocacy
C)image
D)product

Accepted Answer

Product advertising specifically promotes the benefits and features of a particular good or service. It is designed to persuade consumers to buy that specific product rather than a competitor's.

Question 11

When Gillette introduced its Venus razor for women,it spent several million dollars on advertising and other promotions and successfully boosted its market share.As an advertising consultant,what would you advise that Gillette do in terms of its advertising budget?
A)double its advertising budget in order to double its market share
B)maintain the current advertising budget and continue to focus on brand awareness and market share gains
C)shift the budget dollars from advertising to sales promotion and personal selling due to a change in the product life-cycle stage
D)focus on maintaining market share and spend proportionately less on advertising because additional expenditures would reap diminishing benefits

Accepted Answer

The advertising response function shows that beyond a certain level of spending for advertising and sales promotion,diminishing returns set in.As a mature,successful company,Gillette can choose to spend only as much as needed to maintain market share.

Question 12

When Coca-Cola was accused of deliberately trying to poison consumers in India by selling them soft drinks allegedly containing 27 times the maximum amount of pesticide that is permissible,Coke ran ads in national newspapers describing how much care it takes to guarantee the safety of the products it produces.What were these ads examples of?
A)advocacy advertising
B)selective advertising
C)product advertising
D)image advertising

Accepted Answer

Advocacy advertising is a means for corporations to express their viewpoints on various controversial issues or respond to media attacks.

Question 13

Cranium,a toy company,has recently introduced Giggle Gear,a toy designed to let kids' imaginations run wild.With the face and headpieces that make up Giggle Gear,kids can change themselves into aliens,fairies,bugs,and robots.Which type of advertising should be used to promote this new toy?
A)pioneering
B)innovative
C)promotional
D)start-up

Accepted Answer

Pioneering advertising is intended to stimulate demand for a new product.

Question 14

Which form of institutional advertising is a means for corporations to express their viewpoints on various controversial issues?
A)advocacy
B)persuasive
C)issue
D)comparative

Accepted Answer

Advocacy advertising is used by corporations to express their viewpoints on controversial issues, aiming to influence public opinion or policy.

Question 15

What is the term for any form of impersonal,sponsor-paid,one-way mass communication?
A)publicity
B)advertising
C)public relations
D)direct marketing

Accepted Answer

Advertising fits the description of impersonal, sponsor-paid, one-way mass communication. Publicity may not always be sponsor-paid and can be more personalized. Public relations involves building and maintaining relationships with various stakeholders. Direct marketing involves more personalized communication and direct contact with consumers.

Question 16

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?
A)as a result of experiential marketing research
B)to create the appropriate level of institutional advertising
C)to achieve a certain minimum level of exposure to measurably affect purchase habits
D)to prevent product cannibalization

Accepted Answer

There are two reasons that companies with new brands with small market share tend to spend proportionately more for advertising and sales promotions compared to those with existing products and large market share.The first reason is in response to the advertising response function.The second reason is to create product awareness in the minds of the target audience.

Question 17

Procter & Gamble's marketing efforts for its L'Oreal Men Expert Hydra Sensitive shaving gel product includes television commercials,billboards,magazine inserts,and radio spots.What are all these activities associated with?
A)advertising
B)publicity
C)sales promotions
D)direct marketing

Accepted Answer

Advertising is any form of impersonal,paid communications in which the sponsor is identified.

Question 18

Which type of advertising is designed to enhance a company's image rather than promote a particular product?
A)publicity
B)institutional
C)pioneering
D)image

Accepted Answer

Institutional advertising is designed to enhance a company's image or reputation rather than promote a specific product. It focuses on creating a favorable perception of the company and its values, such as social responsibility or environmentalism. Publicity refers to the free media attention a company may receive, while pioneering or image advertising are not commonly used terms in the marketing industry.

Question 19

People who drink Coca Cola are extremely loyal to this product.Which of the following statements best describes how increased advertising of Coca-Cola would affect brand loyal users of Coca-Cola?
A)The advertising would have no effect because loyal users of Coca-Cola have a neutral frame of reference.
B)The advertising could encourage loyal Coca-Cola users to try other brands.
C)The advertising could create a positive frame of reference for loyal Coca-Cola users.
D)The advertising could cause loyal Coca-Cola users to buy more.

Accepted Answer

Increased advertising should increase sales to brand-loyal consumers who already have a positive frame of reference for the product.

Question 20

Procter & Gamble has run ads that promote its Children's Safe Drinking Water program in which it shows its employees teaching people around the world how to purify their water.The program was instituted because 5,000 children die every day from diseases caused by unsafe water.These ads are examples of which type of advertising?
A)product
B)institutional
C)pioneering
D)comparative

Accepted Answer

Institutional advertising is a form of advertising designed to enhance a company's image rather than promote a particular product.

Quiz 15: Advertising, public Relations, and Direct Response

Which type of advertising is used to stimulate demand for a new product or product category and is heavily utilized during the introductory stage of the product life cycle?

General Motors runs magazine advertisements that encourage the purchase of Cadillac automobiles.Which type of advertising is being used?

How does advertising affect consumers?

The advertising response function helps marketers to do which of the following?

Why do many brands with a large market share spend proportionally less on advertising compared to brands with small market share?

The goal of one type of advertising is to influence demand for a specific brand of good or service.Such advertising is less informational and more emotional;the emphasis is on brand name,recall,and favourable attitude toward the brand.What is the type of advertising being described?

Unlike advertising that establishes or maintains a company's identity,which type of advertising touts the benefits of a specific good or service?

When Gillette introduced its Venus razor for women,it spent several million dollars on advertising and other promotions and successfully boosted its market share.As an advertising consultant,what would you advise that Gillette do in terms of its advertising budget?

Cranium,a toy company,has recently introduced Giggle Gear,a toy designed to let kids' imaginations run wild.With the face and headpieces that make up Giggle Gear,kids can change themselves into aliens,fairies,bugs,and robots.Which type of advertising should be used to promote this new toy?

Which form of institutional advertising is a means for corporations to express their viewpoints on various controversial issues?

What is the term for any form of impersonal,sponsor-paid,one-way mass communication?

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?

Procter & Gamble's marketing efforts for its L'Oreal Men Expert Hydra Sensitive shaving gel product includes television commercials,billboards,magazine inserts,and radio spots.What are all these activities associated with?

Which type of advertising is designed to enhance a company's image rather than promote a particular product?

People who drink Coca Cola are extremely loyal to this product.Which of the following statements best describes how increased advertising of Coca-Cola would affect brand loyal users of Coca-Cola?