Deck 17: Advertising, Sales Promotion, and Public Relations

Question 1

According to advertisers,those who watch online TV are more:

A)engaged
B)happy
C)likely to be multitasking at the same time
D)busy and less engaged

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)persuade the target market.
D)reinforce previous knowledge.

Answer 2

C

Question 3

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)reminder
B)comparative
C)persuasive
D)informative

Answer 3

A

Question 4

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

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

Question 5

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

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

Question 6

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

Question 7

The use of personal video recorders (PVRs)and digital video recorders (DVRs)forced advertisers to come up with creative strategies to ensure their ads were getting across to watchers.According to the text,which was a strategy adopted by advertisers?

A)implementing subliminal slow-motion ads that could only be seen on a PVR or DVR
B)implementing "rapid ads" for those that fast forward through commercials
C)implementing in-show advertising along the bottom 'ticker'
D)implementing no advertising

Question 8

The key objective of a pioneering ad is to:

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

Question 9

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

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

Question 10

According to the CEO of Machinima,people who are watching online TV are conducting all of the following,except:

A)embedding videos
B)ranking videos
C)replying to videos
D)sharing videos

Question 11

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)reinforcement
B)comparative
C)persuasive
D)informative

Question 12

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)reminder
B)competitive
C)pioneering
D)institutional

Question 13

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)reminder
B)competitive
C)pioneering
D)institutional

Question 14

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 increase the perceived quality of the advertiser's brand.
D)Comparative advertisements have been banned by the Federal Trade Commission.

Question 15

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

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

Question 16

The primary purpose of a competitive advertisement is to:

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

Question 17

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

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

Question 18

The purpose of a bus stop anti-smoking ad is:

A)obtaining inquiries.
B)selling a good or service.
C)advocating a political position.
D)persuading opinion leaders.

Question 19

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

Question 20

When Dyson runs an advertisement comparing a Beam vacuum to the Dyson vacuum,they are focused on which aspect of product advertising?

A)Institutional
B)Hierarchical
C)Pioneering
D)Competitive

Question 21

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)advocacy
D)pioneering product

Question 22

Reinforcement ads are reminder ads that:

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

Question 23

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)pioneering
B)competitive
C)advocacy
D)reminder

Question 24

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

Question 25

The purpose of an advocacy advertisement is to

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

Question 26

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

A)report that social media does influence their purchasing behavior
B)prefer up-to-the-minute PR reports
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 27

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

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

Question 28

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)direct sales
C)pioneering
D)comparative

Question 29

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

A)Pioneering
B)Competitive
C)Advocacy
D)Reminder

Question 30

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

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

Question 31

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)pioneering
B)competitive
C)advocacy
D)reminder

Question 32

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

Question 33

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

Question 34

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

Question 35

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

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

Question 36

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

Question 37

The purpose of an advocacy advertisement is to:

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

Question 38

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)pioneering
B)competitive
C)advocacy
D)reminder

Question 39

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 product advertisement.
D)advocacy institutional advertisement.

Question 40

Reminder product and brand advertising is typically used to:

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

Question 41

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

Question 42

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

Question 43

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

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

Question 44

The US Army ad below is an example of which type of advertising?

A)Reminder
B)Competitive
C)Pioneering
D)Advocacy

Question 45

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

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

Question 46

The first decision in developing an advertising program is to:

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

Question 47

The "Got Milk?" ad below is an example of which type of advertising?

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

Question 48

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

Question 49

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

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

Question 50

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

Question 51

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

Question 52

Information and persuasive content can be combined to form:

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

Question 53

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

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

Question 54

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

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

Question 55

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

Question 56

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

Question 57

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

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

Question 58

Fear appeals suggest to the consumers that ____________.

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

Question 59

Which market is the largest for product placement?

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

Question 60

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

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

Question 61

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

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

Question 62

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

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

Question 63

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)a snob appeal.
C)an appeal to pride.
D)a sex appeal.

Question 64

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

Question 65

The FACTS ad below is an example of which type of appeal?

A)Reminder
B)Fear
C)Sex
D)Advocacy

Question 66

The use of Don Cherry as a spokesperson in Molson's mini-kegs (or Bubbas)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)a snob appeal.
C)an appeal to pride.
D)a sex appeal.

Question 67

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

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

Question 68

Which form of advertising is the most dominant in the industry?

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

Question 69

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

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

Question 70

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

Question 71

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)20
C)30
D)40

Question 72

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)Reception rate
C)Target audience reach
D)Rating

Question 73

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

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

Question 74

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

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

Question 75

The average Canadian watches _______ hours of TV per week.

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

Question 76

The use of actor Philippe Charbonneau to promote Canadian Cancer Society causes rather than an unknown model is an example of a very popular form of advertising today - the use of:

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

Question 77

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

Question 78

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)reminder
B)fear
C)sex
D)advocacy

Question 79

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

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

Question 80

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

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