Question 1

Competitive advertising which makes specific brand comparisons-using actual names-is ______________ advertising.

Accepted Answer

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

Question 2

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

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 3

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. It should stress indirect competitive advertising to persuade consumers.

Question 4

Nissan's Altima advertises the performance of its new luxury sedan by showing it side-by-side with competing brands, like Lexus and BMW. This is:

Accepted Answer

When Nissan's Altima 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 5

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:

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 6

Many countries forbid this form of advertising.

Accepted Answer

Many countries forbid comparative advertising.

Question 7

This advertising type may be useful when the product has achieved brand preference or insistence, perhaps in the market maturity or sales decline stages.

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.

Question 8

In its ads, Clorox touts the effectiveness of its Disinfecting Wipes by claiming that they disinfect better than those made by Windex, a competing brand. This is:

Accepted Answer

When Clorox touts the effectiveness of its disinfecting wipes claiming that they disinfect better than those made by Windex, it is using comparative advertising. Comparative advertising means making specific brand comparisons using actual product names.

Question 9

Institutional advertising:

Accepted Answer

Institutional advertising tries to develop goodwill for a company or even an industry.

Question 10

______________ advertising tries to develop goodwill for a company or even an industry-instead of a specific product.

Accepted Answer

Institutional advertising tries to develop goodwill for a company or even an industry instead of a specific product.

Question 11

A major difference between reminder advertising and pioneering advertising is that:

Accepted Answer

Reminder advertising focuses on selective demand, while pioneering advertising tries to develop primary demand.

Question 12

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:

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.

Question 13

The _____ type of competitive advertising points out product advantages to affect future buying decisions.

Accepted Answer

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

Question 14

When a producer has won brand insistence in its target market-and just wants to keep the product's name before the public-it can use:

Accepted Answer

When a producer has won brand insistence in its target market and just wants to keep the product's name before the public it can use reminder advertising.

Question 15

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 the indirect type of competitive advertising.

Question 16

"Comparative advertising":

Accepted Answer

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

Question 17

All of the following are true of institutional advertising except it

Accepted Answer

Reminder advertising (not institutional advertising) tries to keep the product's name before the public.

Question 18

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

Question 19

All of the following are product-based advertising except

Accepted Answer

Institutional advertising usually focuses on the name and prestige of an organization or industry, not a specific product.

Question 20

Reminder advertising

Accepted Answer

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

Quiz 15: Advertising, Publicity, and Sales Promotion