Question 1

A manufacturer of computer printers has decided to add scanners to its line.Which kind of advertising should it stress if it wants to persuade consumers to buy its brand of more or less similar scanners?

Accepted Answer

A manufacturer of computer printers should point out the advantages of its new line of scanners to its potential customers.This is indirect competitive advertising,which points out product advantages in order to affect future buying decisions.

Question 2

Best Sound,Inc.placed a full-page color ad in Car Talk magazine,stressing the better sound available with its car stereo product as compared to similarly priced products,to try to affect its target market's future buying decisions.This is an example of ________ advertising.

Accepted Answer

Best Sound,Inc.is trying to stimulate selective demand for its car stereo in order to affect its target market's future buying decisions.This is an example of indirect competitive advertising,which points out product advantages in order to affect future buying decisions.

Question 3

Nissan advertises the performance of its new luxury sedan by showing it side-by-side with competing brands,like Lexus and BMW.What type of advertising does it adopt?

Accepted Answer

When Nissan advertises its new luxury sedan by showing it side-by-side with competing brands,it is using comparative advertising.Comparative advertising means making specific brand comparisons using actual product names.

Question 4

The type of competitive advertising that points out product advantages in order to affect future buying decisions is

Accepted Answer

The indirect type of competitive advertising points out product advantages in order to affect future buying decisions.

Question 5

Direct competitive advertising focuses on

Accepted Answer

Direct competitive advertising aims for immediate buying action.

Question 6

Comparative advertising

Accepted Answer

Superiority claims in comparative advertising are supposed to be supported by research evidence.

Question 7

Reminder advertising

Accepted Answer

Reminder advertising tries to keep the product's name before the public.

Question 8

Although legal in the United States,________ is forbidden in some countries.

Accepted Answer

Some countries forbid comparative advertising.

Question 9

Competitive advertising that makes specific brand comparisons-using actual names-is ________ advertising.

Accepted Answer

Advertising that makes specific brand comparisons using actual names is comparative advertising.

Question 10

Which type of advertising is considered useful when the product of a firm has achieved brand preference or insistence and the firm needs to primarily reinforce its previous promotion?

Accepted Answer

Reminder advertising may be useful when the product has achieved brand preference or insistence,perhaps in the market maturity or sales decline stages.It is used primarily to reinforce previous promotion.

Question 11

Glitter,Inc.advertises its "gold-tone" jewelry on TV,along with a toll free number and the message "operators are standing by now to take your credit card order." This is an example of ________ advertising.

Accepted Answer

The ad campaign by Glitter,Inc.for "gold-tone" jewelry on TV aims at immediate buying action.This is an example of direct competitive advertising.

Question 12

An ad for Toyota's lowest-priced truck claimed that it "is tougher,gives better mileage,and costs less than any other truck" and specifically named the directly competitive trucks.This is an example of

Accepted Answer

When Toyota advertises its trucks' advantages by directly comparing them with other specific brands,it is using comparative advertising.Comparative advertising means making specific brand comparisons using actual product names.

Question 13

In its ads,General Mills highlights the advantages of its Milk 'n Cereal breakfast bars over Kellogg's breakfast bars.This is an example of

Accepted Answer

When General Mills advertises the advantages of its Milk 'n Cereal breakfast bars over Kellogg's breakfast bars,it is using comparative advertising.Comparative advertising means making specific brand comparisons using actual product names.

Question 14

The ________ type of competitive advertising aims for immediate buying action.

Accepted Answer

The direct type of competitive advertising aims for immediate buying action.

Question 15

A supermarket manager should use ________ advertising to increase store traffic during the middle of the week.

Accepted Answer

A supermarket manager should use direct competitive advertising to increase store traffic during the middle of the week,which aims for immediate buying action.

Question 16

Sears advertises its "DieHard" auto batteries as "even better than your original battery." The ads tell possible customers to get a DieHard at their Sears auto center the next time they need one.This is an example of

Accepted Answer

The ad for DieHard auto batteries is aiming to influence its target market's future buying decisions.This is an example of indirect competitive advertising.

Question 17

When a producer has won brand preference for its product but is entering the sales decline stage of its life cycle,it should probably use

Accepted Answer

When a producer has won brand preference for its product but is entering the sales decline stage of its life cycle,it should probably use reminder advertising.

Question 18

One major difference between reminder advertising and pioneering advertising is that

Accepted Answer

Reminder advertising tries to keep the product's name before the public and is used primarily to reinforce previous promotion.Reminder advertising focuses on selective demand,while pioneering advertising tries to develop primary demand.

Question 19

Indirect competitive advertising seeks

Accepted Answer