Question 1

Advertising that seeks to create goodwill and to build a desired image for a company,rather than to promote specific products is termed as ________.
A) product advertising
B) institutional advertising
C) comparative advertising
D) bait and switch advertising
E) reminder advertising

Accepted Answer

B) Institutional advertising refers to advertising that seeks to create goodwill and to build a desired image for a company, rather than to promote specific products.

Question 2

Premium Hardware is an American manufacturer of hardware products that sells its products across the country.The firm runs a full-page ad in the local newspapers in Chicago,advertising specials that are available at Venture Hardware Store,a chain of retail outlets in Chicago.Since both Venture Hardware Store and Premium Hardware have shared the cost of this ad,this would be ________ advertising.
A) comparative
B) bait and switch
C) reminder
D) specialty
E) cooperative

Accepted Answer

E) Cooperative advertising involves a financial arrangement in which companies with products sold nationally share the costs of local advertising with local marketing intermediaries.

Question 3

________ involves a financial arrangement in which companies with products sold nationally share the costs of local advertising with local marketing intermediaries.
A) Cooperative advertising
B) Prospecting
C) Canned sales pitch
D) Specialty advertising
E) Trade allowances

Accepted Answer

A) Cooperative advertising involves a financial arrangement in which companies with products sold nationally share the costs of local advertising with local marketing intermediaries.

Question 4

Orville Manufacturers produce a popular line of cola drinks called Pep-Up.In order to promote the drink,the firm pays the producers of a popular television show to depict some of the characters drinking Pep-Up drinks.In this example,Orville Manufacturers uses ________.
A) integrated advertising
B) product placement
C) advocacy advertising
D) stealth marketing
E) push strategy

Accepted Answer

B) Product placement refers to the paid display or use of products in television shows, movies, and video games.

Question 5

Which of the following is an advantage of product placement?
A) It is predictable.
B) Its effectiveness is independent of the popularity of the programming.
C) It provides extensive choice of vehicles.
D) It offers a way to get around viewers' advertising filters.
E) It has low visibility.

Accepted Answer

D) Some of the advantages of using product placement are:it offers a way to get around viewers' advertising filters; and there is a chance for high visibility in the right program, movie, or game.

Question 6

Which of the following is a disadvantage of using fixed web (from stationary computers)as an advertising media?
A) reduced clutter
B) limited media options
C) cannot be measured
D) changes and additions cannot be made easily
E) extreme degree of audience fragmentation

Accepted Answer

E) Disadvantages of using fixed web (from stationary computers) as an advertising media include extreme degree of audience fragmentation; increasing clutter; technical glitches can interrupt ad display; and ad-blocking software can prevent ads from being displayed.

Question 7

Some interactive purchasing systems combine product placement with direct-response retailing so that consumers can use their TV remotes to buy products shown in a program.This is an example of ________.
A) behavioral targeting
B) push strategy
C) hybrid media
D) implied claims
E) remarketing

Accepted Answer

C) The number of hybrid media will grow; one example is "webified" interactive purchasing systems that merge the television and Internet platforms so that consumers can use their TV remotes to buy products shown in a program.

Question 8

________ refers to a creative tactic designed to capture the audience's attention and promote preference for the product or company being advertised.
A) Media mix
B) Advertising appeal
C) Advertising media
D) Specialty advertising
E) Communication mix

Accepted Answer

B) Advertising appeal refers to a creative tactic designed to capture the audience's attention and promote preference for the product or company being advertised.

Question 9

A television commercial promoting a new range of naturally-flavoured ice creams,manufactured by Ice Fountain,an ice cream and candy manufacturing firm,is an example of which of the following elements in the communication mix?
A) institutional advertising
B) sales promotion
C) social media
D) product advertising
E) personal selling

Accepted Answer

D) Product advertising promotes the features and benefits of specific products.

Question 10

TechSmart Inc.,a software solutions firm,runs full-page advertisements in the newspaper and commercials emphasizing the firm's commitment to employment generation,affirmative action,and multiculturalism.The aim of the promotional strategy is to create goodwill and build a positive image for the firm.In this example,TechSmart Inc.uses ________ advertising.
A) product advertising
B) institutional advertising
C) comparative advertising
D) bait and switch advertising
E) reminder advertising

Accepted Answer

B) Institutional advertising refers to advertising that seeks to create goodwill and to build a desired image for a company, rather than to promote specific products.

Question 11

Institutional advertisements that present a company's point of view on public issues such as education or health care are known as ________ advertising.
A) product
B) comparative
C) cooperative
D) advocacy
E) consultative

Accepted Answer

D) Institutional ads that address public issues are called advocacy advertising.

Question 12

KM Group,a home products manufacturer,owns a brand of paper towels called EasyWipes.The firm creates a commercial showing how an EasyWipes paper towel absorbs a spill faster than the competitor's paper towel.In this example,the commercial used by KM Group can be classified as a(n)________ advertising.
A) institutional
B) guerrilla
C) comparative
D) stealth
E) cooperative

Accepted Answer

C) The term comparative advertising is applied to ads that specifically highlight how one product is better than its competitors. Strong comparative messages can boost sales, but the approach is risky.

Question 13

Which of the following is a disadvantage of product placement?
A) It cannot get around viewers' advertising filters.
B) It is predictable.
C) It provides extensive choice of vehicles.
D) It has less scope for visibility in the right program.
E) Its effectiveness is linked to the popularity of the programming.

Accepted Answer

E) Some of the disadvantages of using product placement are:limited choice of vehicles, unpredictable, effectiveness is linked to the popularity of the programming, and risk of overuse could reduce effectiveness over time.

Question 14

Myers and Co.,a firm that manufactures fire alarm systems for organizational customers,uses statistics,product testing reports,and other quality assurance certificates to convince corporate clients of the effectiveness of their products.In this example,Myers and Co.uses advertising appeal based on ________.
A) logic
B) emotion
C) humor
D) scarcity
E) sentiment

Accepted Answer

A) The basic approach with a logical appeal is to make a claim based on a rational argument supported by solid evidence.

Question 15

The ad that tells you to "call within the next ten minutes because supplies are limited" is using advertising appeal based on ________.
A) logic
B) emotion
C) humor
D) scarcity
E) sentiment

Accepted Answer

D) If a product is in limited supply or available only for a limited time, advertisers can use this scarcity to encourage consumer responses.

Question 16

Using personalized letters and email messages to deliver targeted messages to individual consumers or organizational purchasers would be classified as ________.
A) institutional advertising
B) direct marketing
C) product placement
D) guerrilla advertising
E) personal selling

Accepted Answer

B) Direct marketing refers to direct communication other than personal sales contacts designed to stimulate a measurable response.

Question 17

One significant advantage to using television for advertising is the ________.
A) entertainment carryover
B) high audience selectivity
C) long life for the message
D) short preparation time
E) low cost for production

Accepted Answer

A) Some of the advantages of using television as an advertising media include great impact, broad reach, appealing to senses of sight, sound, and motion, creative opportunities for demonstration, high attention, and entertainment carryover.

Question 18

Amgen Laboratories Ltd.,a pharmaceutical company,runs advertisements and commercials promoting child health and stressing healthy eating habits in children.These advertisements also provide health tips to parents.In this example,Amgen Laboratories Ltd.uses ________ advertising.
A) product
B) comparative
C) advocacy
D) cooperative
E) consultative

Accepted Answer

C) Institutional ads that address public issues are called advocacy advertising.

Question 19

Direct marketing differs from advertising in that direct marketing ________.
A) is carried by someone else's medium
B) promotes the features and benefits of specific products
C) refers to personal sales contacts
D) involves the purchase of time or space in other media
E) often uses personally addressable media

Accepted Answer

E) Direct marketing can differ from advertising in important ways, such as it often uses personally addressable media, such as letters and email messages, to deliver targeted messages to individual consumers or organizational purchasers.

Question 20

Which of the following is an advantage of using newspapers as an advertising media?
A) long lead time for placing ads
B) low visual competition from other ads
C) extensive market coverage
D) long life span
E) printed papers have rapidly increasing readership in most cities

Accepted Answer

C) Newspapers have several advantages such as extensive market coverage, low cost, short lead time for placing ads, good local market coverage, geographic selectivity, and credibility.

Quiz 16: Customer Communication

Advertising that seeks to create goodwill and to build a desired image for a company,rather than to promote specific products is termed as ________.

________ involves a financial arrangement in which companies with products sold nationally share the costs of local advertising with local marketing intermediaries.

Orville Manufacturers produce a popular line of cola drinks called Pep-Up.In order to promote the drink,the firm pays the producers of a popular television show to depict some of the characters drinking Pep-Up drinks.In this example,Orville Manufacturers uses ________.

Which of the following is an advantage of product placement?

Which of the following is a disadvantage of using fixed web (from stationary computers) as an advertising media?

Some interactive purchasing systems combine product placement with direct-response retailing so that consumers can use their TV remotes to buy products shown in a program.This is an example of ________.

________ refers to a creative tactic designed to capture the audience's attention and promote preference for the product or company being advertised.

A television commercial promoting a new range of naturally-flavoured ice creams,manufactured by Ice Fountain,an ice cream and candy manufacturing firm,is an example of which of the following elements in the communication mix?

Institutional advertisements that present a company's point of view on public issues such as education or health care are known as ________ advertising.

Which of the following is a disadvantage of product placement?

The ad that tells you to "call within the next ten minutes because supplies are limited" is using advertising appeal based on ________.

Using personalized letters and email messages to deliver targeted messages to individual consumers or organizational purchasers would be classified as ________.

One significant advantage to using television for advertising is the ________.

Amgen Laboratories Ltd.,a pharmaceutical company,runs advertisements and commercials promoting child health and stressing healthy eating habits in children.These advertisements also provide health tips to parents.In this example,Amgen Laboratories Ltd.uses ________ advertising.

Direct marketing differs from advertising in that direct marketing ________.

Which of the following is an advantage of using newspapers as an advertising media?