Deck 15: Advertising, Sales Promotion, and Public Relations

Question 1

In 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

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

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.

Answer 3

D

Question 4

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 5

The three primary types of product advertisement 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 6

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

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

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

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

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

Question 9

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 a(n)__________ advertisement.

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

Question 10

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

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

Question 11

The 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 12

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 13

Advertisements basically consist of two types: __________ and __________.

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

Question 14

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 15

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 16

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 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 17

Advertisers are excited about online TV because

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

Question 18

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 19

Another name for pioneering advertising is __________ advertising.

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

Question 20

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 21

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 22

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 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 23

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 24

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

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

Question 25

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 26

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 27

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

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 29

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

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

Question 30

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 31

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 32

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 33

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 34

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 35

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 36

-What type of product advertisement is the Red Bull ad above?

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

Question 37

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 38

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 39

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 40

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 is ad is an example of __________ advertising.

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

Question 41

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 42

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

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

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 Dial soap ad shown above is an example of which type of advertising?

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

Question 45

All of the following are alternative forms of institutional advertisements EXCEPT:

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

Question 46

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 47

When Chevron places an ad like the one shown above,it wants to encourage consumers to use renewable energy.Which type of advertising is Chevron using?

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

Question 48

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

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

Question 49

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 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

__________ 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 52

The kind of 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 53

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)reminder

Question 54

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

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

Question 55

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

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

Question 56

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 57

When 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 58

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 59

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 60

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

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

Question 61

An 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 62

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 63

The 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 64

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 65

In 1990,a 30-second ad during the Super Bowl cost $700,000.By 2012,the cost had soared to $3.5 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 and therefore more expensive to produce.
C)the NFL knows advertisers will pay anything it wants.
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 66

The "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 67

Most 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 rhetorical.

Question 68

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.

Question 69

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 70

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 71

The Beef Council promotes a series of ads in which the tag line is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef.This type of ad is a(n)__________.

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

Question 72

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 73

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 74

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 75

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 76

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

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

Question 77

The __________ ad for Doritos showing a grandmother who launched a baby wearing a sling to grad a bag of the chips was rated the best ad for the most recent Super Bowl.

A)reinforcement
B)pioneering
C)fear appeal
D)consumer-generated
E)cooperative

Question 78

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 79

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 80

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.