Question 1

The _____ type of competitive advertising aims for immediate buying action.

Accepted Answer

Direct advertising aims to get immediate buying action from the target audience, such as through the use of limited-time offers or calls to action. Interactive advertising aims to engage the audience in a two-way communication, while indirect advertising focuses on building brand awareness and associations over time. Strategic advertising aims to achieve long-term marketing goals, and identity advertising focuses on creating and reinforcing a brand image.

Question 2

Boomerang, Inc. has created a really new product and the firm's marketing manager is worried that consumers may not buy the product because it is such a different way of satisfying the basic need. The promotion blend for the new product probably should emphasize ______________ during market introduction.

Accepted Answer

Pioneering advertising is used for introducing new products or services to the market. As the marketing manager of Boomerang, Inc. is worried that consumers may not buy the product because it is so different, it would be appropriate to use pioneering advertising to educate consumers about the product's unique features and benefits.

Question 3

An ad stressing the advantages of one brand of cookware-compared to similar (but unnamed) competitive products-is an example of ______________ advertising.

Accepted Answer

The answer of An ad stressing the advantages of one...

Question 4

Glitter, Inc. advertises its "gold-tone" jewelry on TV, along with a toll free number and the message that "operators are standing by now to take your credit card order." This is an example of:

Accepted Answer

Direct type competitive advertising is advertising that directly compares the advertiser's product or service to that of a competitor. In this case, Glitter, Inc. is directly comparing its "gold-tone" jewelry to that of other companies by advertising that its jewelry is "gold-tone" and that it is available for purchase by calling a toll-free number.

Question 5

Using advertising to develop selective demand:

Accepted Answer

As a product moves through its product life cycle, it may face increased competition and a need to differentiate itself from other products. Advertising can be used to create selective demand by promoting the unique benefits and features of the product to specific target audiences.

Question 6

Which of the following is true of competitive advertising?

Accepted Answer

Competitive advertising aims to develop selective demand for a specific brand by highlighting its advantages over competitors.

Question 7

Sears advertises its "DieHard" auto batteries as "even better than your original battery." The ads tell possible customers to get a DieHard at their Sears auto center the next time they need one. This is an example of

Accepted Answer

The advertisement is encouraging customers to choose DieHard batteries over competitors by highlighting its superiority, which is characteristic of indirect competitive advertising.

Question 8

A typical retailer's newspaper ad stressing "today's" sale prices on "regular" stock is an example of ______________ advertising.

Accepted Answer

The ad is a direct competitive advertising because it focuses on the sale prices of regular stock, which implies that the store is directly competing with other retailers. The ad is not a reminder ad because it promotes current sale prices and is not reminding customers of an existing product or brand. It is also not a pioneering or institutional ad because it is not introducing a new product, concept, or promoting the overall image or reputation of the retailer. It is not an indirect competitive ad because it is directly promoting the sale prices of the store.

Question 9

"Competitive advertising" tries to:

Accepted Answer

Competitive advertising aims to develop selective demand for a particular brand or product rather than primary demand for the overall product category. It is designed to persuade consumers to choose a particular brand over its competitors.

Question 10

DIRECT competitive advertising:

Accepted Answer

The answer of DIRECT competitive advertising:
...

Question 11

The _____ type of competitive advertising points out product advantages to affect future buying decisions.

Accepted Answer

Indirect competitive advertising aims to influence future buying decisions by highlighting product advantages without directly mentioning competitors.

Question 12

A manufacturer of computer printers has decided to add scanners to its line. Which kind of advertising should it stress if it wants to persuade consumers to buy its brand of more or less similar scanners?

Accepted Answer

Indirect competitive advertising would be the best choice in this scenario. Since the brand is relatively new to the market, it can highlight its scanners' unique features and compare them subtly with other brands' similar products. This type of advertising focuses on the benefits of the product rather than making direct comparisons. It helps build brand reputation and differentiation in the market.

Question 13

When personal computers were in the market introduction stage of their product life cycle, advertising had to help consumers understand why they needed to own a computer and what a computer could do. Now that personal computers are mature products and have wide acceptance among business and home users, the advertising is focused more on trying to get consumers to purchase a particular brand of computer. So, personal computer advertising used to be _______________ advertising in market introduction, but is now _______________ advertising in market maturity.

Accepted Answer

In the market introduction stage, pioneering advertising is used to build demand for a new product or category by informing and educating potential customers about the product and its benefits. As the product reaches market maturity, where there is wide acceptance and many competitors, advertising shifts to competitive advertising, focusing on persuading consumers to choose one brand over another.

Question 14

Competitive advertising

Accepted Answer

Competitive advertising tries to develop selective demand for a specific brand, rather than just promoting the product category as a whole. This type of advertising is used when the brand has already achieved a certain level of brand preference or insistence among consumers, and aims to further increase sales by promoting the unique benefits and advantages of that particular brand over its competitors.

Question 15

Which kind of advertising should a manufacturer of paper towels (that are basically similar to competitive products) use if it wants to increase its market share?

Accepted Answer

Since the paper towels offered by the manufacturer are similar to competitive products, using competitive advertising can help differentiate their brand and convince consumers to choose their product over competitors.

Question 16

Advertising which tries to develop selective demand for a specific brand rather than a product category is called ______________ advertising.

Accepted Answer

Competitive advertising is aimed at creating demand for a specific brand and tries to persuade customers to choose that brand over its competitors. Institutional advertising is focused on promoting a company's image or reputation rather than a particular product or service. Indirect reminder advertising is designed to create general awareness of a product or service, without emphasizing any specific brand. Direct pioneering advertising is used to introduce new products or services to the market. Primary advertising refers to the promotion of a product category, rather than a specific brand.

Question 17

Faced with a decline in red meat consumption, the American Beef Association is sponsoring an advertising campaign to increase consumption of beef by stressing new research results about beef's nutritional benefits. This is an example of:

Accepted Answer

This is an example of pioneering advertising, as the American Beef Association is trying to create a new market (or increase consumption in an existing market) for beef through promoting its benefits. It is not a comparison with other products (comparative advertising), a reminder of an existing product (reminder advertising), or trying to steal customers from a competitor (competitive advertising). It is also not an indirect action advertising where the advertising is meant to shift the customer's attention elsewhere.

Question 18

Indirect competitive advertising seeks:

Accepted Answer

Indirect competitive advertising aims to develop selective demand, which means it attempts to affect future buying decisions by developing a positive image or impression of the company so that target customers will eventually choose its products in the future. This advertising approach does not focus on immediate buying action, developing goodwill only, or developing primary demand.

Question 19

A supermarket manager should use ______________ advertising to increase store traffic during the middle of the week.

Accepted Answer

Direct competitive advertising is used to directly promote products or services to increase sales and store traffic, especially during specific times like the middle of the week.

Question 20

Best Sound, Inc. placed a full-page color ad in Car Talk magazine-stressing the better sound available with its car stereo product as compared to similarly priced products-to try to affect its target market's future buying decisions. This is an example of:

Accepted Answer

Indirect competitive advertising aims to influence future buying decisions by highlighting the benefits of a product compared to competitors, without directly urging immediate purchase.

Quiz 15: Advertising, Publicity, and Sales Promotion