Deck 16: Advertising, Sales Promotion, and Public Relations

Question 1

Another name for pioneering advertising is ________ advertising.

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

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

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

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

Answer 3

A

Question 4

The key objective of a pioneering ad is to

A) provide concrete evidence for comparison of a product's features and benefits.
B) show one brand's strengths relative to those of competitors.
C) inform the target market about a newly introduced product.
D) reinforce previous knowledge of a product.
E) promote the advantages of one product class over another.

Question 5

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 6

Advertisers are expecting and planning for large growth in

A) virtual and augmented reality.
B) direct-to-DVR.
C) 16K Ultra HD satellite TV.
D) 90-second commercials.
E) commercials broadcast on home control technology.

Question 7

Advertisers are enthusiastic about virtual reality because

A) ads look better on high definition (HD) computer screens.
B) it captures a user's undivided attention.
C) there will be more advertising space available.
D) it uses inexpensive technology so investment is minimal.
E) measuring TV viewership will be easier.

Question 8

Which of the following is one of the three primary types of product advertisements?

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

Question 9

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 10

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 includes and how it can improve communication. 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 11

When the Campbell Soup Co. introduced its new Slow Kettle Style Soups, its advertising touted restaurant-quality soup with authentic ingredients and unique flavors available at the grocery store. What type of product advertisement was it most likely using in its ads?

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

Question 12

________ can take three forms: pioneering (or informational), competitive (or persuasive), and reminder.

A) Product advertisements
B) Service advertisements
C) Persuasive advertisements
D) Institutional advertisements
E) Cooperative advertisements

Question 13

Product advertisements are advertisements that focus on

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

Question 14

A pioneering advertisement should

A) tell people what the company values are, and share its successes and advancements.
B) inform the target market about 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 15

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 16

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 17

A Mercedes-Benz ad features the introduction of its new self-driving car. What type of product advertisement is this ad?

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

Question 18

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 19

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. With recent growth in the natural gas industry, the timing is right for this company's success, but it must use ________ advertising so oil and gas companies will know of its product's existence.

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

Question 20

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 21

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 22

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

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

Question 23

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 24

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 25

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 26

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

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

Question 27

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 28

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

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

Question 29

The Dial Soap ad with the tag line, "Aren't you glad you use Dial? Don't you wish everybody did?" is an example of which type of advertising?

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

Question 30

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 31

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) pioneering
D) informative
E) reinforcement

Question 32

A popular local car dealership runs television commercials in the fall featuring vehicles driving in deep snow, and recommends its services to winterize cars and trucks before the snow falls. What type of ad is this?

A) seasonal
B) subliminal
C) reminder
D) pioneering
E) comparative

Question 33

A recent Progressive ad highlights its competitive rates compared to other auto insurers. What type of product advertisement is the Progressive ad?

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

Question 34

A reminder ad

A) reinforces previous knowledge of a product.
B) states the position of a company on an issue.
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

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 a brand's values and history.
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 36

A Fidelity Investments ad highlights the advantages of its online trading service relative to Schwab, E*TRADE, and TD Ameritrade. What type of product advertisement is the Fidelity Investments ad?

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

Question 37

Which of the following statements about comparative advertising is true?

A) Comparative advertisements are illegal in the United States.
B) Comparative advertisements are disliked by most consumers and thus attract negative attention for the advertiser's brand.
C) Comparative advertisements need market research to provide legal support for their claims.
D) Comparative advertisements are a form of institutional advertising.
E) Comparative advertisements are rarely constructed to be persuasive.

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

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 40

A Duracell print ad shows a Christmas gift with the tagline "Tip: Don't forget the batteries!" making it what type of product advertisement?

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

Question 41

Bridgestone uses institutional ________ ads in its "One Team, One Planet" campaign to inform people about its rubber tree farms, tire recycling, and environmentally-friendly factories.

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

Question 42

The State of Florida's 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 43

Which of the following is one of the commonly used forms of institutional advertising?

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

Question 44

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 45

Visit California is responsible for promoting tourism in the state and recently ran a successful ad called "Average Joes" to share lifestyle attributes that are popular there. This an example of which type of advertising?

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

Question 46

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 47

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 48

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 49

The Beef Council promoted a series of ads in which the tagline was "Beef-it's what's for dinner." The purpose of these ads was 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 50

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 51

All of the following are alternative forms of institutional advertisements except which?

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

Question 52

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 53

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 54

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 55

The U.S. Air Force sponsors advertising meant to get potential recruits to think about opportunities with the organization that they already know exist. This is an example of a(n) ________ advertisement.

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

Question 56

An ad for Mercedes-Benz automobiles 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 nor any 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 57

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 58

Chevron placed an ad with copy reading, "Protecting the planet is everyone's job. We Agree.," that encouraged consumers to use renewable energy. Which type of advertising was Chevron using?

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

Question 59

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 60

________ 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 61

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 62

Which of the following is an important guideline when 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 will 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 63

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) segmentation methods
E) advertising objectives

Question 64

A potential problem with using sex appeals in advertising is that

A) what men find sexy, most women do not, and vice versa.
B) dds using sex appeal do not attract as much attention as those using other appeals.
C) sex in advertising typically appeals to only younger audiences.
D) an ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent.
E) sex in advertising alienates too large a segment of typical audiences.

Question 65

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 size of the advertising budget should dictate the target audience.
E) Understanding the lifestyles, attitudes, and demographics of the target market is essential.

Question 66

Information and persuasive content can be combined to form which common advertising appeals?

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

Question 67

A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning and how purchasing and using the advertised product can avert disaster. Such advertisements use

A) compassionate appeals.
B) guilt appeals.
C) family appeals.
D) fear appeals.
E) coercive appeals.

Question 68

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 69

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as

A) an authoritarian appeal.
B) a coercive appeal.
C) a family appeal.
D) a fear appeal.
E) a sex appeal.

Question 70

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

A) religious repercussions after death.
B) disenfranchisement from mainstream society.
C) a lack of patriotic responsibility.
D) a lack of self-respect or self-worth.
E) warnings against the rise of extreme or dangerous ideologies.

Question 71

When bebe, a contemporary women's clothing store, uses pictures in its advertising to "attract customers who are intrigued by the playfully sensual and evocative imagery of the bebe lifestyle," it is using which type of advertising appeal?

A) reminder
B) fear
C) sex
D) guilt
E) self-esteem

Question 72

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

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

Question 73

Life insurance companies like Prudential hope to get you to worry about how your loved ones will provide for themselves once you have passed away. They paint a very gloomy picture of the possible consequences of not having life insurance, and they make a point of recommending that you act immediately because you never know when it is going to be too late. This is an example of a

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

Question 74

When the Office of National Drug Control Policy ran an ad with the headline, "Marijuana harmless? Didn't see the merging truck," it was using which type of ad appeal?

A) humor
B) fear
C) sex
D) nostalgic
E) guilt

Question 75

In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2018, the cost had soared to $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 networks that broadcast the game knows advertisers will pay anything they want.
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 76

________ ads are expensive but effective: Pepsi ads led to 3,932,000 views on its website,; Weathertech increased customer engagement by 225 percent; and a study of movies released after their ads ran showed an increase of $8.4 million in opening weekend revenue.

A) Reinforcement
B) Online
C) Super Bowl
D) Competitive
E) Cooperative

Question 77

All of the following statements are true about using sex appeals in advertising except which?

A) Sexual content is most effective when there is a strong fit between the use of a sex appeal in the ad and the image and positioning of the brand.
B) Sex appeals increase attention by helping advertising stand out in today's cluttered media environment.
C) Sexual content in ads does not always lead to changes in recall, recognition, or purchase intent.
D) Sex appeals can be found in almost any product category, from automobiles to toothpaste.
E) When using sex appeals, the advertiser must be sure that the appeal is strong enough to get the audience's attention and concern but not so strong that it will lead them to tune out the message.

Question 78

The 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) an authoritarian appeal.
B) a coercive appeal.
C) a family appeal.
D) a guilt appeal.
E) a fear appeal.

Question 79

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

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

Question 80

The World Wide Fund for Nature sponsors an ad showing a person morphing into a fish with the caption, "Stop Climate Change before it Changes You." This is an example of which type of appeal?

A) reminder
B) fear
C) sex
D) pioneering
E) guilt