Deck 18: Advertising Sales Promotion and Public Relations

Question 1

Product advertisements focus on selling

A)publicity.
B)an emotion or a feeling.
C)a sense of well-being.
D)goodwill.
E)a product or service.

Answer 1

E

Question 2

Advertising refers to

A)any nonpaid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
B)any paid form of personal communication about an organization, product, service, or idea by an identified sponsor.
C)any nonpaid form of personal communication about an organization, product, service, or idea by an unidentified sponsor.
D)any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
E)any paid form of nonpersonal communication about an organization, product, service, or idea by an unidentified sponsor.

Answer 2

D

Question 3

Informational ads, particularly those with specific information, have been found to be interesting, convincing, and

A)inexpensive.
B)humorous.
C)expensive.
D)effective.
E)competitive.

Answer 3

D

Question 4

The next big change coming to television advertising will most likely be

A)virtual reality.
B)digital video recorders (DVRs).
C)16K Ultra HD satellite TV.
D)90-second commercials.
E)iPad remote controls.

Question 5

The three primary types of product advertisements are __________, competitive, and reminder.

A)goodwill
B)industrial
C)persuasive
D)pioneering
E)subliminal

Question 6

Advertisements basically consist of two types:

A)prepurchase and post-purchase.
B)promotional and reinforcement.
C)promotional and informative.
D)product and service.
E)product and institutional.

Question 7

The key objective of a pioneering ad is to

A)promote a specific brand's features and benefits.
B)show one brand's strengths relative to those of competitors.
C)inform the target market.
D)reinforce previous knowledge of a product.
E)promote the advantages of one product class over another.

Question 8

Product advertisements are advertisements that focus on

A)a product class rather than on an individual brand.
B)building goodwill or an image for an organization.
C)counteracting negative opinions.
D)selling a product or service.
E)clarifying misconceptions.

Question 9

When the Campbell Soup Co. introduced its new Campbell's Kettle Soups, what type of product advertisement was it most likely using in its ads?

A)reminder
B)pioneering
C)reinforcement
D)comparative
E)competitive

Question 10

The three primary types of product advertisements are

A)pioneering, institutional, and informational.
B)humor, sex, and fear.
C)pioneering, competitive, and reminder.
D)competitive, subliminal, and institutional.
E)cognitive, affective, and behavioral.

Question 11

The primary purpose of a pioneering product advertisement is to

A)tell people what the company is, what it can do, and where it is located.
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.
E)build goodwill or an image for an organization rather than promote a specific product or service.

Question 12

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as

A)publicity.
B)sales promotion.
C)advertising.
D)personal selling.
E)direct marketing.

Question 13

The three primary types of product advertisement are pioneering, __________, and reminder.

A)informational
B)competitive
C)industrial
D)institutional
E)subliminal

Question 14

The three primary types of product advertisement are pioneering, competitive, and

A)informational.
B)industrial.
C)reminder.
D)persuasive.
E)subliminal.

Question 15

Another name for pioneering advertising is __________ advertising.

A)differentiation
B)persuasive
C)prospecting
D)awareness
E)informational

Question 16

Advertisements that focus on selling a product or service and that can take three forms-pioneering (or informational), competitive (or persuasive), and reminder-are referred to as

A)product advertisements.
B)service advertisements.
C)persuasive advertisements.
D)institutional advertisements.
E)cooperative advertisements.

Question 17

Pioneering advertisements would most likely be used during which stage of the product life cycle?

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

Question 18

A Levi's ad features the introduction of the company's new Levi's 501 CT. What type of product advertisement is this ad?

A)reminder
B)pioneering
C)reinforcement
D)comparative
E)competitive

Question 19

A recent Verizon "Share Everything" ad that describes a smartphone plan with unlimited talk and text service informs its target market about what the service is and what it can do. This ad is an example of __________ advertisement.

A)a reminder product
B)a reminder institutional
C)a competitive product
D)an informational institutional
E)a pioneering product

Question 20

A pioneering (or informational) ad

A)reinforces previous knowledge of a product.
B)assures current users they made the right choice.
C)promotes a specific brand's features and benefits.
D)tells people what a product is, what it can do, and where it can be found.
E)shows one brand's strengths relative to those of competitors.

Question 21

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

A)Comparative advertisements increase the perceived quality of the advertiser's brand.
B)Comparative advertisements now constitute over 90 percent of all television ads.
C)Comparative advertisements attract less consumer attention to the advertiser's brand.
D)Comparative advertisements have been banned by the Federal Trade Commission.
E)Comparative advertisements can, and often do, cause more harm than good.

Question 22

The primary purpose of a competitive advertisement is to

A)tell people what a product is, what it can do, and where it can be found.
B)assure current users they made the right choice.
C)reinforce previous knowledge of a product.
D)promote a specific brand's features and benefits.
E)promote the advantages of one product class over another.

Question 23

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

A)introduction
B)harvesting
C)mature
D)growth
E)decline

Question 24

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

A)reminder
B)pioneering
C)reinforcement
D)comparative
E)competitive

Question 25

The purpose of a reminder 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)state the position of a company on an issue.
D)reinforce previous knowledge of a product.
E)promote the advantages of one product class over another.

Question 26

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

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

Question 27

What type of product advertisement is a Samsung ad that compares its features relative to products in a similar category?

A)reminder
B)pioneering
C)reinforcement
D)comparative
E)competitive

Question 28

The key objective of competitive advertising is to

A)tell people what a product is, what it can do, and where it can be found.
B)show one brand's strengths relative to those of competitors.
C)reinforce previous knowledge of a product.
D)promote the advantages of one product class over another.
E)persuade the target market to select the firm's brand rather than that of a competitor.

Question 29

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

A)gender.
B)education.
C)income.
D)ethnicity.
E)occupation.

Question 30

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.

A)reinforcement
B)comparative
C)persuasive
D)informative
E)reminder

Question 31

A comparative ad

A)reinforces previous knowledge of a product.
B)assures current users they made the right choice.
C)promotes a specific brand's features and benefits.
D)tells people what a product is, what it can do, and where it can be found.
E)shows one brand's strengths relative to those of competitors.

Question 32

An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl, Tylenol, and Chlor-Trimeton. This is ad is an example of __________ advertising.

A)reinforcement
B)persuasive
C)comparative
D)informative
E)reminder

Question 33

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

A)Comparative advertisements now constitute over 90 percent of all television ads.
B)Comparative advertisements attract more consumer attention for the advertiser's brand.
C)Comparative advertisements can decrease the perceived quality of the advertiser's brand.
D)Comparative advertisements have been banned by the Federal Trade Commission.
E)Comparative advertisements can, and often do, cause more harm than good.

Question 34

A competitive (or persuasive) ad

A)reinforces previous knowledge of a product.
B)assures current users they made the right choice.
C)promotes a specific brand's features and benefits.
D)tells people what a product is, what it can do, and where it can be found.
E)shows one brand's strengths relative to those of competitors.

Question 35

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

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

Question 36

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

A)advocacy
B)comparative
C)persuasive
D)informative
E)reminder

Question 37

TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks. Pipeline safety is becoming a big issue in the United States as more natural gas lines are being laid near population centers. 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
E)objective

Question 38

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

A)advocacy
B)competitive
C)reminder
D)comparative
E)differentiation

Question 39

Which of the following statements about comparative advertising is true?

A)Comparative advertisements now constitute over 90 percent of all television ads.
B)Comparative advertisements attract less consumer attention for the advertiser's brand.
C)Comparative advertisements need market research to provide legal support for their claims.
D)Comparative advertisements have been banned by the Federal Trade Commission.
E)Comparative advertisements can, and often do, cause more harm than good.

Question 40

A reminder ad

A)reinforces previous knowledge of a product.
B)assures current users they made the right choice.
C)promotes a specific brand's features and benefits.
D)tells people what a product is, what it can do, and where it can be found.
E)shows one brand's strengths relative to those of competitors.

Question 41

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

A)product
B)public service
C)institutional
D)reminder
E)repositioning

Question 42

Reinforcement ads are reminder ads that

A)assure current users they made the correct choice in choosing the product.
B)reinforce previous knowledge of a product.
C)repeat ad campaigns that have been used before in order to remind consumers of how good the ads were.
D)reaffirm a company's position on an issue of importance or interest.
E)reassure the company it has made the right choice in advertising the product.

Question 43

There are four commonly used forms of institutional advertising: __________, pioneering, competitive, and reminder.

A)sustainable
B)persuasive
C)philanthropic
D)informational
E)advocacy

Question 44

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

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

Question 45

A Budweiser ad, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. This ad is an example of __________ advertisement.

A)a pioneering
B)a competitive
C)a reminder
D)a political
E)an advocacy

Question 46

When The American Red Cross places its "Need Donations" ad, it wants to encourage consumers to make a blood donation to the American Red Cross. Which type of advertising is American Red Cross using?

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

Question 47

__________ advertising is often used to support the public relations plan or counter adverse publicity.

A)Institutional
B)Reminder
C)Competitive
D)Pioneering
E)Objective

Question 48

The objective of institutional advertisements is to __________ rather than promote a specific product or service.

A)generate support for nonprofit organizations
B)increase frequency of purchase of new products
C)tout the competitive advantages of one industry over another
D)build goodwill or an image for an organization
E)promote alternative uses for a product class

Question 49

All of the following are alternative forms of institutional advertisements except

A)competitive.
B)public service.
C)reminder.
D)pioneering.
E)advocacy.

Question 50

What type of product advertisement is one for Shaw's Dozen Rose Bouquet that has the tagline "Don't forget Valentine's Day"?

A)pioneering
B)reminder
C)reinforcement
D)comparative
E)competitive

Question 51

The purpose of pioneering institutional advertisements is to

A)promote a specific brand's features and benefits.
B)inform 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.
E)promote the advantages of one product class over another.

Question 52

A Dial Soap advertisement uses the tagline "Aren't you glad you use Dial? Don't you wish everybody did?" This is an example of which type of advertising?

A)fear appeal
B)competitive
C)pioneering
D)institutional
E)reinforcement

Question 53

When the Lorillard Tobacco Co. places ads discouraging teenagers from smoking, the firm is using which type of advertising?

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

Question 54

An FTD ad shows a woman holding a very large vase of flowers. The background is red and the only text in the ad is "Mother's Day." What type of ad is this?

A)special occasion
B)subliminal
C)reminder
D)pioneering
E)comparative

Question 55

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.
E)promote the advantages of one product class over another.

Question 56

There are four commonly used forms of institutional advertising: advocacy, __________, competitive, and reminder.

A)differentiation
B)pioneering
C)persuasive
D)philanthropic
E)informational

Question 57

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

A)advocacy
B)comparative
C)persuasive
D)informative
E)reinforcement

Question 58

There are four commonly used forms of institutional advertising: advocacy, pioneering, competitive, and

A)sustainable.
B)philanthropic.
C)reminder.
D)persuasive.
E)informational.

Question 59

There are four commonly used forms of institutional advertising: advocacy, pioneering, __________, and reminder.

A)differentiation
B)philanthropic
C)pioneering
D)competitive
E)informational

Question 60

A reinforcement ad

A)reinforces previous knowledge of a product.
B)assures current users they made the right choice.
C)promotes a specific brand's features and benefits.
D)tells people what a product is, what it can do, and where it can be found.
E)shows one brand's strengths relative to those of competitors.

Question 61

An advertising message usually focuses on the __________ of/for the product that is/are important to a prospective buyer in making trial and adoption decisions.

A)emotional aspects
B)price
C)psychological aspects
D)financial risks
E)key benefits

Question 62

The State of 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 __________ advertisement.

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

Question 63

The first decision in developing an advertising program is to

A)set the budget.
B)specify the advertising objectives.
C)identify the target audience.
D)select the appeal.
E)select the media.

Question 64

The well-known series of "Milk Life" ads are an example of which type of advertising?

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

Question 65

America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk relative to other beverages. This campaign consists of __________ ads.

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

Question 66

When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform consumers.

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

Question 67

When developing the advertising program, specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

A)product or service features
B)time constraints
C)pricing constraints
D)target audiences
E)advertising objectives

Question 68

Most advertising messages are made up of two elements, which are

A)expositional and persuasional.
B)informational and persuasional.
C)informational and creative.
D)functional and persuasional.
E)creative and rhetorical.

Question 69

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

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

Question 70

The purpose of competitive institutional advertisements 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.
E)promote the advantages of one product class over another.

Question 71

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)advocacy
D)pioneering product
E)reminder institutional

Question 72

Which of the following is not an aspect of identifying the target audience for an advertisement?

A)The scheduling of the advertising can depend on the target audience.
B)The Federal Communications Commission (FCC) suggests that advertising program decisions be based on market research about the target audience.
C)The placement of the advertising depends on the target audience.
D)The Federal Trade Commission (FTC) suggests that advertising program decisions be based on market research about the target audience.
E)Understanding the lifestyles, attitudes, and demographics of the target market is essential.

Question 73

While not all advertising options are as expensive as the Super Bowl, most alternatives

A)are at least 50 percent less effective.
B)fail in comparison.
C)still represent substantial financial commitments.
D)are at least 50 percent more effective.
E)are rarely watched other than on mobile devices.

Question 74

The Beef Council promotes a series of ads in which the tagline 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)a pioneering institutional ad.
C)a product institutional ad.
D)a competitive institutional ad.
E)an advocacy ad.

Question 75

The purpose of reminder institutional advertisements 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)bring the company's name to the attention of the target market again.
E)promote the advantages of one product class over another.

Question 76

An advertisement that informs people what a company is, what it can do, and where it is located is referred to as

A)a competitive institutional advertisement.
B)a competitive product advertisement.
C)a reminder institutional advertisement.
D)an advocacy institutional advertisement.
E)a pioneering institutional advertisement.

Question 77

Recent Bayer ads stating, "We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin. What type of ad is this?

A)pioneering institutional advertisement
B)competitive institutional advertisement
C)advocacy institutional advertisement
D)reminder institutional advertisement
E)subliminal institutional advertisement

Question 78

When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and

A)identifying the target audience.
B)evaluating a campaign.
C)designing the advertising.
D)pretesting the advertising.
E)scheduling the advertising program.

Question 79

In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2015, the cost had soared to $4.5 million for a 30-second spot. The most likely reason for the escalating cost is that

A)the number of TV viewers of the Super Bowl has grown substantially.
B)the ads are much more elaborate and therefore more expensive to produce.
C)the NFL knows advertisers will pay anything it wants.
D)the ad agencies have dramatically increased their creative and production fees.
E)the companies that create Super Bowl ads do not have to run any other ads all year.

Question 80

Information and persuasive content can be combined to form

A)sex, fear, and humor appeals.
B)guilt, financial risk, and self-esteem appeals.
C)sex, fear, and self-worth appeals.
D)demographic, psychographic, and lifestyle appeals.
E)gender, ethnicity, and reference group appeals.