Deck 18: Advertising,sales Promotion,and Public Relations

Question 1

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.

Answer 1

D
Explanation: A pioneering (or informational)ad tells people what a product is,what it can do,and where it can be found.

Question 2

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

Answer 2

B
Explanation: The Mercedes ad is a product pioneering ad because its purpose is to inform the target market about what the product is,what the product can do,and where the product can be found.

Question 3

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.

Answer 3

A
Explanation: The growth of virtual reality and augmented reality is just one of the many exciting changes occurring in the field of advertising today.VR and AR technologies offer advertisers a way to provide unique,immersive experiences to consumers.

Question 4

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.

Question 5

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 6

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 7

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

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

Question 8

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 9

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 10

Advertisements basically consist of two types:

A)prepurchase and postpurchase.
B)promotional and reinforcement.
C)promotional and informative.
D)product and service.
E)product and institutional.

Question 11

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 companies will know of its product's existence.

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

Question 12

A 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 a(n)________ advertisement.

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

Question 13

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 14

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 15

________ 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 16

Another name for pioneering advertising is ________ advertising.

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

Question 17

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

Question 18

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 19

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 20

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 21

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 22

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 23

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 24

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)parallel

Question 25

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

Question 26

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 27

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 28

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 29

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 30

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 often 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 31

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

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

Question 32

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 33

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 34

Shaw's Dozen Rose Bouquet placed a print ad with the tagline "Don't forget Valentine's Day," making it what type of product advertisement?

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

Question 35

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 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

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 38

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 39

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.Which type of ad is this?

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

Question 40

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 41

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 42

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

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

Question 43

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

Question 44

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 is an example of which type of advertising?

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

Question 45

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 46

America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk as it competes against other beverages.This campaign consists of ________ ads.

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

Question 47

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 48

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 a(n)________ advertisement.

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

Question 49

An 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 50

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 51

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(n)

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

Question 52

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 53

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 54

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 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

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

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

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)pioneering
D)informative
E)reinforcement

Question 58

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 59

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 60

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 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

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 63

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

A)are at least 50 percent less effective.
B)have little access to desirable target markets.
C)still represent substantial financial commitments.
D)are at least 50 percent more effective.
E)are rarely watched other than on mobile devices.

Question 64

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)joy,fear,and self-worth appeals
D)demographic,psychographic,and lifestyle appeals
E)gender,ethnicity,and reference group appeals

Question 65

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 66

________ ads are expensive but effective;TurboTax reported that following its ad's airing,it more than doubled the number of people talking about its brand.

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

Question 67

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 68

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 69

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)creative and rhetorical.

Question 70

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

Question 71

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 72

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 73

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 74

In 1990,a 30-second ad during the Super Bowl cost $700,000.By 2017,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 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 75

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 76

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(n)

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

Question 77

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 78

The U.S.Army 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)competitive institutional
B)competitive product
C)advocacy
D)pioneering product
E)reminder institutional

Question 79

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 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 80

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