Deck 17: Advertising, Sales Promotion, and Public Relations

Question 1

With the use of virtual reality, advertisers can accomplish two main things. They can ________ and _.

A)penetrate people's consciousness; get undivided attention
B)penetrate people's boredom; entertain while shopping
C)break through reality; entertain while shopping
D)bust clutter; give full experience

Answer 1

A

Question 2

Competitive product and brand advertising is typically used to:

A)inform the target market.
B)identify the target market.
C)reinforce previous knowledge.
D)persuade the target market.

Answer 2

D

Question 3

When Godiva Chocolates runs a magazine ad with the headline "Spend Your Birthday With The Ones You Love," it has created advertising.

A)reminder
B)comparativ e
C)pioneering
D)direct sales

Answer 3

A

Question 4

John's carwash featured an ad that said: "We provide full service car washing that cleans the dirtiest of cars. Stop by at our new location at 431 North Blvd." The purpose of this ad is to:

A)show one brand's strengths relative to those of competitors.
B)promote a specific brand's features and benefits.
C)tell people what a product is, what it can do, and where it can be found.
D)reinforce previous knowledge of a product.

Question 5

An ad for Citrucel fibre 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.

A)persuasive
B)comparativ e
C)?reinforceme nt
D)?informative

Question 6

Yamaha Corp. has developed a device that reduces the volume of trumpets by more than 30 decibels - to the level of a whisper. A microphone picks up the sound, feeds it to an amplifier, and then to headphones that allow the musician to hear the music at a normal volume. What form of product advertising is the company likely to use?

A)competitive
B)institutional
C)reminder
D)pioneering

Question 7

Product advertisements focus on selling a good or service and take three major forms. They are:

A)introductory, competitive, and reminder.
B)institutional, competitive, and reminder.
C)pioneering, competitive, and reminder.
D)introductory, comparative, and reminder.

Question 8

Which of the following statements about comparative advertising is true?

A)Comparative advertisements now constitute over two-thirds of all television ads.
B)Comparative advertisements attract less consumer attention in the advertiser's brand.
C)Comparative advertisements have been banned by the Federal Trade Commission.
D)Comparative advertisements increase the perceived quality of the advertiser's brand.

Question 9

According to the co-founder of Ready Set Rocket, virtual reality is the "ultimate way" to do all of the following EXCEPT:

A)Rank customer perceptions.
B)Highlight travel tourism activities.
C)View a Fashion Week event.
D)Showcase a late model car.

Question 10

Oculus Rift manufactures wearable:

A)virtual reality headset.
B)motion detector devices.
C)interactive smart watches.
D)video glasses.

Question 11

The primary purpose of a competitive advertisement is to:

A)reinforce previous knowledge of a product.
B)promote a specific brand's features and benefits.
C)tell people what a product is, what it can do, and where it can be found.
D)show one brand's strengths relative to those of competitors.

Question 12

An ad for Campbell's soup reads, "We haven't changed that great taste your family has always loved." This is an example of advertising.

A)informative
B)reminder
C)comparativ e
D)persuasive

Question 13

Reminder advertising is most likely to be used at which stage of the product life cycle?

A)decline
B)maturity
C)growth
D)introduction

Question 14

Reminder product and brand advertising is typically used to:

A)inform the target market.
B)persuade the target market.
C)identify the target market.
D)reinforce previous knowledge.

Question 15

An advertisement in the North American Hunter magazine shows the Chevrolet S-Series pickup. The ad headline proclaims, "Just Thought We'd Reinvent the Wheel. Starting With the Door." The advertisement emphasizes the truck's newest feature, a third door designed to let passengers enter the extended cab more easily. The ad copy states that the new Chevy truck is the only compact pickup to offer a third door. The advertisement is an example of a(n)advertisement.

A)reminder institutional
B)reminder product
C)informational product
D)informational institutional

Question 16

Advertisements that are competitive and show the relative strength of one brand over another are known as:

A)Comparative
B)Reminder
C)Advocacy
D)Competitive institutional

Question 17

All of the following are correct statements about print newspapers and digital newspapers except:

A)print versions are ready early in the day and after dinner
B)print readership is up
C)online newspapers is growing rapidly
D)online versions are read immediately upon waking up

Question 18

Pioneering advertisements would most likely be used during which stage of a product's life cycle?

A)decline
B)introduction
C)maturity
D)harvesting

Question 19

TransWave International is a small company that has developed a system that uses the web and patented electronic sensors as an early-warning device for pipeline leaks. Pipeline safety is becoming a big issue in the U.S. as more natural gas lines are being laid near populous centres. The timing is right for this company to be extremely
Successful, but it must use advertising so oil companies will know of its
Product's existence.

A)competitive
B)institutional
C)reminder
D)pioneering

Question 20

The key objective of a pioneering ad is to:

A)reinforce previous knowledge.
B)identify the target market.
C)change the target market.
D)inform the target market.

Question 21

An individual enters a website page and it starts loading. A bid request is sent out by the website publisher to potential advertisers saying "there is a 30-year-old French-Canadian male living in Montreal looking for airline tickets to Paris. How much are you willing to bid for being the only advertiser on this page?" Within
Milliseconds, the website publisher receives bids from different advertisers. The
Website publisher then analyzes who the highest bidder is and the winner is alerted and allowed to place the ad. This example leverages which concept?

A)customized bidding response (CBR)
B)personalized bidding responses (PBR)
C)real-time bidding (RTB)
D)fast-result bidding (FRB)

Question 22

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking, they are using which type of advertising?

A)Pioneering
B)Competitiv e
C)Reminder
D)Advocacy

Question 23

At the beginning of the school year in September, Pfizer pharmaceutical ran an ad in several women's magazines in which it suggested that the timing may be right for vaccination. Pfizer was using advertising.

A)competitive
B)reminder
C)advocacy
D)pioneering

Question 24

Reinforcement ads are reminder ads that:

A)reassure consumers that they have made the correct choice in choosing the product.
B)repeat ad campaigns that have been used before in order to remind customers of past loyalty.
C)repeat the original theme in a slightly varied form to help avoid burnout.
D)reaffirm a company's position on an issue of importance or interest.

Question 25

Air Canada tracks a user's online activity using cookies and sees that they are searching for 'beach destinations - Cuba.' Working with their advertiser, the next time that user logs in, they see a banner ad for Air Canada Vacations and Air Canada
Flights. This is an example of online:

A)personal intrusion
B)following ads
C)advertising customization
D)behavioural advertising

Question 26

The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by Miller beer encouraging the responsible use of alcohol, are ________ advertisements.

A)advocacy
B)competitive
C)reminder
D)pioneering

Question 27

The United Way of Canada runs monthly advertisements that are focused on building their reputation and goodwill for future fundraising drives. These are known as:

A)institutional advertisements.
B)reminder advertisements.
C)public service announcements.
D)product advertisements.

Question 28

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of ________ advertising.

A)pioneering product
B)competitive institutional
C)competitive product
D)reminder institutional

Question 29

Using near-field communication (NFC)technology and digital signage with video is advantageous when used in point-of-purchase displays because:

A)individuals are more likely to use their smartphone to comparison shop
B)two-thirds of purchases occur when checking out
C)all phones today have an NFC chip
D)the technology can allow for instant communication when someone interacts with the display

Question 30

Outdoor billboard advertising is becoming more advanced. For example, a tourism advertisement for Nova Scotia installed a replica lighthouse downtown Toronto and allowed users to:

A)control the lighthouse's light with their smartphones
B)climb to the top and view Yonge Street
C)watch a video of the ocean on their phone
D)tune their radio to hear ocean sounds

Question 31

An ad for an international consulting firm was intended to communicate the company philosophy - that you can be big and nimble at the same time - rather than sell any one particular service provided by the company. The ad is an example of advertising.

A)advocacy
B)pioneering
C)competitive
D)reminder

Question 32

The purpose of an advocacy advertisement is to

A)reinforce previous knowledge of a product.
B)tell people what a company is, what it can do, and where it is located.
C)promote a specific brand's features and benefits.
D)state the position of a company on an issue.

Question 33

Institutional advertising can take all of the following alternative forms EXCEPT:

A)competitive institutional ads.
B)product institutional ads.
C)reminder institutional ads.
D)pioneering institutional ads.

Question 34

According to the text, the main driver why public relations departments are using social media is because consumers:

A)prefer up-to-the-minute PR reports
B)report that social media does influence their purchasing behaviour
C)like the ease of access to social media
D)are more likely to listen to social media on their phone than through a traditional press release

Question 35

The headline of a General Motors advertisement in the Reader's Digest magazine reads, "I believe these kids will make great engineers. Now I've got to make them believe it." The ad shows an engineer surrounded by seven young people. The ad copy talks about how General Motors believes the more the company puts into the
Community, the more society will get out of the community. This advertisement is an example of a(n):

A)competitive institutional advertisement.
B)competitive product advertisement.
C)advocacy institutional advertisement.
D)advocacy product advertisement.

Question 36

The purpose of an advocacy advertisement is to:

A)state the position of a company on an issue.
B)reinforce previous knowledge of a product.
C)promote a specific brand's features and benefits.
D)tell people what a company is, what it can do, and where it is located.

Question 37

The Beef Council promotes a series of ads in which the tag line is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is a _ _.

A)pioneering institutional ad
B)reminder institutional ad
C)product ad
D)competitive institutional ad

Question 38

The objective of institutional advertisements is to , rather than promote a specific good or service.

A)increase the total amount of products used
B)support worthy charities
C)increase frequency of purchases of new products
D)build goodwill or an image for an organization

Question 39

Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a(n)advertisement.

A)pioneering product
B)competitive product
C)competitive institutional
D)advocacy

Question 40

The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends. The goal of the ad is to increase consumption of pistachio nuts. The ads are examples of ads.

A)competitive institutional
B)competitive product
C)pioneering product
D)advocacy

Question 41

An ad for Hydroxycut, an advanced weight loss formula by GNC shows a woman who claims that she lost "an incredible 23 pounds." This ad is using a:

A)sex appeal.
B)life cycle appeal.
C)rhetorical appeal.
D)humorous appeal.

Question 42

Fear appeals suggest to the consumers that _ .

A)they will be able to avoid deceptive implications by using the product or service
B)they will become more attractive after using the product or service
C)they can avoid some negative experience through the purchase and use of a product or service
D)they will be afraid, be very afraid

Question 43

Information and persuasive content can be combined to form:

A)guilt and enrichment appeals.
B)sex, fear, and humorous appeals.
C)hierarchical need satisfiers.
D)perceptual modifiers and need enhancers.

Question 44

Many commercials that use sex appeals gain the attention of the audience, but they:

A)have little impact on how consumers think, feel, or act.
B)do not appeal to either men or women.
C)wear out quickly, boring the consumer.
D)contain no information to help consumers.

Question 45

All of the following are correct statements about print newspapers and digital newspapers except:

A)Canadians read print versions that are ready early in the day and after dinner
B)Canadians say newspaper ads have no influence on purchasing decisions
C)Canadians say newspaper ads influence purchasing decisions
D)Canadians trust newspaper advertising

Question 46

Which of the following is an important guideline when using fear appeal?

A)Be sure to make it appeal to children.
B)Avoid any reference to death or dying.
C)Make the appeal so strong that it appears humorous.
D)Don't make the appeal so strong that consumers want to avoid the advertisement.

Question 47

An ad for Kraft salad dressings uses a play on words in its headline, "Around here, we're 'jeans and t-shirts' but our dressing is 'night on the town.'" This appeal implies that the dressing is like what is served at the finest eating establishments, but you can enjoy it in the comfort of your home. This is a appeal.

A)sex
B)rhetorical
C)humorous
D)family life cycle

Question 48

Which market is the largest for product placement?

A)Europe
B)China
C)Canada
D)United States

Question 49

North America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk as it competes against other beverages. This is a(n) ________ advertisement.

A)competitive product
B)competitive institutional
C)advocacy
D)pioneering product

Question 50

Which of the following statements describes a problem with using humorous appeals in advertising?

A)Most humorous advertisements offend someone.
B)Humour tends to wear out quickly, boring the consumer.
C)What adults find humorous, children do not.
D)What children find humorous, adults do not.

Question 51

All of the following are true statements about coupons, except:

A)a company's market share decreases during the period immediately after coupons are distributed
B)Groupon and Facebook offer electronic coupons
C)a company's market share increases during the period immediately after coupons are distributed
D)gross revenues can be decreased from purchases by already-loyal customers

Question 52

The use of Michael Jordan in Hanes underwear commercials rather than an unknown model is an example of a very popular form of advertising today - the use of:

A)a celebrity spokesperson.
B)an appeal to pride.
C)a sex appeal.
D)a snob appeal.

Question 53

An ad for State Farm Insurance asks the question, "How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show. The idea that she will not have the care she needs because she failed to consider the future when she was young is an
Example of a:

A)humorous appeal.
B)fear appeal.
C)rhetorical appeal.
D)life cycle appeal.

Question 54

The province of British Columbia in conjunction with the BC Fruit Growers Association developed the "School Fruit and Vegetable Nutrition" campaign to show the benefits of fruits and vegetables. The goal of these ads is to increase demand for fruits and vegetables as they compete with other less healthy alternatives. This is an example of a advertisement.

A)product advocacy
B)competitive product
C)competitive institutional
D)pioneering product

Question 55

Canada Goose used the picture of Kate Upton, a model who appeared on the cover of Sports Illustrated Swimsuit edition wearing a Canada Goose Parka, as part of an online advertising campaign. Which strategy were they using?

A)logical appeals
B)sex appeals
C)humorous appeals
D)rhetorical appeals

Question 56

Most advertising messages are made up of two types of elements. They are:

A)functional and persuasive.
B)informational and persuasive.
C)expository and persuasive.
D)informational and creative.

Question 57

The testimonial type ads for carbon dioxide detectors feature parents who are discussing the dangers of carbon monoxide poisoning. In many of the ads, the homeowners tell the target audience how disaster can be averted by purchasing and using the advertised product. Such advertisements are using:

A)sex appeals.
B)family appeals.
C)fear appeals.
D)humorous appeals.

Question 58

Which of the following statements describes a problem with using sex appeals in advertising?

A)What women find sexy, men don't.
B)The sex appeal of the ad can distract the audience from the product.
C)What men find sexy, women don't.
D)Sex appeal typically fails to gain audience attention.

Question 59

All of the following steps are part of the planning process used to develop an organization's advertising program EXCEPT:

A)specify the advertising objectives.
B)pretest the advertising.
C)set the advertising budget.
D)identify the target audience.

Question 60

The first decision in developing an advertising program is to:

A)set the budget.
B)select the appeal.
C)identify the target audience.
D)state the mission of the advertising program.

Question 61

CPM with respect to advertising is defined as the:

A)cost per minute of television or radio time.
B)reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households with the advertising message.
C)cost of reaching 1,000 individuals or households with the advertising message.
D)cost of one medium relative to the cost of other media (e.g. direct mail versus television, radio, or outdoor), each of which are divided by the multiple of their respective reach and frequency.

Question 62

The means by which the advertising message is communicated to the target audience is through:

A)micromarketing.
B)advertising media.
C)a decoder.
D)reach and frequency.

Question 63

The number of individuals who subscribe to newspaper deliveries would be referred to as a newspaper's:

A)Reach
B)Span
C)Share
D)Scope

Question 64

The Canadian government ran an extremely graphic video that depicted a teenager driving a car while texting, and getting into an accident that showed blood and exposed bones. The focus on this was appeal.

A)advocacy
B)reminder
C)sex
D)fear

Question 65

Frequency is defined as the:

A)average number of times a person in the target audience is exposed to an advertisement.
B)total number of times an advertisement is broadcast on network and cable television or radio.
C)number of different advertisements, sales promotions, or publicity events in a promotional campaign of a marketing program.
D)number of times an advertisement must be shown before a given percentage of the audience can recall key points of information.

Question 66

The use of Sidney Crosby as a spokesperson in Gatorade and Reebok commercials rather than an unknown model is an example of a very popular form of advertising today - the use of:

A)a sex appeal.
B)a snob appeal.
C)an appeal to pride.
D)a celebrity spokesperson.

Question 67

The average Canadian watches hours of TV per week.

A)30
B)40
C)20
D)10

Question 68

According to the text, which of the following types of media garners the largest amount of advertising expenditures?

A)radio
B)Online
C)newspapers
D)television

Question 69

If you ordered a commercial to run on a local station that could reach 500,000 households for a cost of $1,000, what would your cost per thousand (CPM)be?

A)$2.00
B)$3.00
C)$5.00
D)$4.00

Question 70

If a local television station in your area stated it reached one-fifth of the television households in its viewing area with a prime time movie, what would be the movie's rating?

A)10
B)30
C)40
D)20

Question 71

A political ad that incorporates a fear appeal would most likely be expressed as

A)a lack of patriotic responsibility.
B)a lack of self-respect or self-worth.
C)warnings against the rise of other unpopular ideologies.
D)disenfranchisement from mainstream society.

Question 72

The use of Don Cherry as a spokesperson for organ donation awareness for the Kidney Foundation of Canada rather than an unknown model is an example of a very popular form of advertising today - the use of:

A)an appeal to pride.
B)a snob appeal.
C)a celebrity spokesperson.
D)a sex appeal.

Question 73

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. The average number of times a person in the target audience is exposed to a message or advertisement is
Called:

A)parity.
B)reach.
C)rating.
D)frequency.

Question 74

The use of deceased celebrities such as John Wayne and Fred Astaire in commercials may:

A)create a fear appeal.
B)create a humorous appeal.
C)avoid the possibility of the spokesperson's image changing.
D)create a product ambiance that limits its appeal to older consumers.

Question 75

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as:

A)Gross rating points
B)Rating
C)Reception rate
D)Target audience reach

Question 76

Which of the following is an important guideline when using fear appeal?

A)Don't make the appeal so strong that consumers want to "tune out" the advertisement.
B)Avoid any reference to death or dying.
C)Make the appeal so strong that it appears humorous.
D)Make sure the advertisement is still appropriate for viewing by children.

Question 77

A two-hour-made-for-TV movie shows three advertisements for the new Ford Focus Hybrid at $10,000 per ad. The show is watched by 100,000 people across the country. The advertiser calculates the gross rating points and finds it is:

A)100,000
B)33,333
C)300,000
D)30,000

Question 78

Which of the following approach would likely be used by a life insurance company for developing advertisements using fear appeal?

A)Showing costs of the life insurance depending on whether the customer smokes or not.
B)Showing pictures of the staff and location of the insurance company.
C)Focusing on the ability to process automatic withdrawals to pay for life insurance.
D)Showing the negative effects of premature death on the relatives of those who do not carry enough life insurance.

Question 79

Consider all forms of advertising, which is the most dominant in the industry?

A)online
B)direct mail
C)television
D)newspapers

Question 80

The use of actor Michael J. Fox as a spokesperson for Toyota rather than an unknown model is an example of a very popular form of advertising today-the use of a(n):

A)appeal to pride.
B)celebrity spokesperson.
C)snob appeal.
D)sex appeal.