Deck 18: Advertising, Sales Promotion, and Public Relations

Question 1

Advertisers are excited about online TV because

A) ads look better on computer screens.
B) it will offer target audiences who are engaged in the programming.
C) there will be more advertising space available.
D) its utilizes new technology.
E) measuring effectiveness will be easier.

Answer 1

B

Question 2

Advertisements that focus on selling a product or service and 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.

Answer 2

A

Question 3

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.

Answer 3

D

Question 4

Advertising refers to

A) any non-paid 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 non-paid 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.

Question 5

Advertisements basically consist of two types: __________ and __________.

A) re-purchase; postpurchase
B) promotional; reinforcement
C) promotional; informative
D) product; service
E) product; institutional

Question 6

Another name for pioneering advertising is __________ advertising.

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

Question 7

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.

Question 8

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

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

Question 9

Product advertisements refer to 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 10

Campbell's Kettle Soup Ad
the Campbell's Kettle Soup ad above,Campbell's is introducing its new Kettle Style soups.What type of product advertisement is this ad?

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

Question 11

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 12

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

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

Question 13

next big change coming to television is

A) OTV or online TV.
B) digital video recorders (DVRs).
C) more cable programming.
D) 90-second commercials.
E) flat screens.

Question 14

Product advertisements focus on selling __________.

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

Question 15

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 16

Campbell's Kettle Soup Ad
Verizon's ad for its new IN calling and messaging service informs the target market about what the service is and what it can do.It is an example of a(n)__________ ad.

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

Question 17

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 18

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

A) introductory
B) decline
C) mature
D) harvest
E) growth

Question 19

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 20

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

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

Question 21

1&1 Ad
ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1.This is ad is an example of __________ advertising.

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

Question 22

1&1 Ad
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 23

1&1 Ad
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 24

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

A) Comparative advertisements now constitute over 90% 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 25

Campbell's Kettle Soup Ad
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 26

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 27

1&1 Ad
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 28

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 29

Which of the following statements about comparative advertising is true?

A) Comparative advertisements now constitute over 90% 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 30

Campbell's Kettle Soup Ad
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 U.S.as more natural gas lines are located 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 31

Red Bull Ad
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 32

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

A) introductory
B) harvest
C) mature
D) growth
E) decline

Question 33

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 34

1&1 Ad
type of product advertisement is the 1&1 ad shown above?

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

Question 35

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% of all television ads.
C) Comparative advertisements attract less consumer attention in 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 36

Red Bull Ad
type of product advertisement is the Red Bull ad above?

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

Question 37

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 38

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 39

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 40

1&1 Ad
Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

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

Question 41

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

A) generate support for nonprofit organizations
B) increase frequency of purchases 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 42

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

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

Question 43

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

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

Question 44

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 45

M&Ms Ad
M&Ms ad shown above is an example of which type of advertising?

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

Question 46

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

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

Question 47

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 48

M&Ms Ad
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) reminder

Question 49

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

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

Question 50

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 51

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 52

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

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

Question 53

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 54

Chevron Ad
Chevron places ads like the one shown above,it conveys its position of supporting renewable energy despite the public perception of its role in the energy shortage.Which type of advertising is Chevron using?

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

Question 55

__________ 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 56

Chevron Ad
the Lorillard Tobacco Company 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 57

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

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

Question 58

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 59

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 60

M&Ms Ad
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 61

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 62

Pepsi's Super Bowl ads generated a __________ increase in its Facebook "likes."

A) 7%
B) 37%
C) 67%
D) 97%
E) 100%

Question 63

America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk relative to other beverages.This campaign is an example of a __________ campaign.

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

Question 64

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 65

type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service,a change in behavior,or a reduction in the use of a product is referred to as a(n)_________.

A) authoritarian appeal
B) coercive appeal
C) family appeal
D) guilt appeal
E) fear appeal

Question 66

first decision in developing an advertising program is to

A) set the budget.
B) state its mission.
C) identify the target audience.
D) select the appeal.
E) select the media.

Question 67

Information and persuasive content are commonly 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.

Question 68

Which of the following is an important guideline provided in the text for using a 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.
E) Make sure to emphasize that the outcome rests in the viewers' hands.

Question 69

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

Got Milk? Ad
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 compared to 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 71

advertising messages are made up of two elements,which are

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

Question 72

advertising message usually focuses on the __________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 of the product

Question 73

U. S. Army Ad
U.S.Army ad shown above is an example of a(n)__________ advertisement.

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

Question 74

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 75

U. S. Army Ad
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 76

Got Milk? Ad
"Got Milk?" ad shown above is an example of which type of advertising?

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

Question 77

1990,a 30-second ad during the Super Bowl cost $700,000.By 2011,the cost had soared to $3 million for a 30-second spot.The MOST LIKELY reason for the escalating cost is that

A) the number of TV viewers for the Super Bowl is growing.
B) the ads are much more elaborate.
C) the NFL knows advertisers will pay more.
D) the ad agencies have dramatically increased their fees.
E) the companies that create Super Bowl ads do not have to run any other ads all year long.

Question 78

During a visit to superbowl-ads.com,you will find

A) the worst Super Bowl TV ads ever made.
B) a rating of advertising agencies that produced ads for recent Super Bowls.
C) the ads that ran during the last 14 Super Bowls.
D) a look at how Super Bowl TV ads are made.
E) ads that never aired during a Super Bowl.

Question 79

Got Milk? Ad
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 80

Got Milk? Ad
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(n)_____________.

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