Question 1

Promotion of a concept,an idea,a philosophy,or the goodwill of an industry,company,organization,person,geographic location,or government agency is called _____ advertising.

Accepted Answer

Institutional advertising is used to promote a concept, idea, philosophy, or goodwill of an industry, company, organization, person, geographic location, or government agency. Product advertising focuses on promoting a specific product or service, retail advertising promotes products sold in a retail environment, and cooperative advertising is a joint promotional effort between two or more companies.

Question 2

Promotion that attempts to increase demand for an existing good,service,organization,person,place,idea,or cause is called _____ advertising.

Accepted Answer

Persuasive advertising is focused on convincing consumers to choose a particular brand or product over their competitors. It aims to increase demand and sales by highlighting the benefits and unique selling proposition of a product or service. Informative advertising provides information about the product or service to create awareness, while evaluative advertising is used to compare and contrast products for the purpose of facilitating consumer decision-making. Ambush advertising, on the other hand, is a strategy where a brand tries to associate itself with a major event without being an official sponsor.

Question 3

Which of the following types of advertising is most likely to be used in the latter part of the maturity stage and throughout the decline stage of the product lifecycle?

Accepted Answer

Reminder advertising is most effective in the latter part of the maturity stage and throughout the decline stage of the product lifecycle as it helps to maintain the brand awareness and loyalty among the existing customers. It reminds customers of the product's existence and encourages them to continue buying it.

Question 4

When Think Green,a not-for-profit organization,realizes that its campaign for a "go vegan" lifestyle has lost its steam; it decides to renew the campaign by holding an international culinary contest for the best vegetarian recipe.This is an example of _____ advertising.

Accepted Answer

The campaign aims to remind and renew interest in the "go vegan" lifestyle, which aligns with the purpose of reminder advertising.

Question 5

Which of the following is a strategy in which a retailer shares advertising costs with a manufacturer or a wholesaler?

Accepted Answer

Cooperative advertising is a strategy in which a retailer shares advertising costs with a manufacturer or a wholesaler. This helps the retailer reduce advertising expenses and allows the manufacturer/wholesaler to reach a wider audience. Corporate advertising is used to promote the overall brand image of a company. Institutional advertising is used to promote charities or social causes. Community advertising is used to promote events or causes in the local community.

Question 6

Which of the following types of advertising is most likely to be used during the growth stage and the early part of the maturity stage of the product lifecycle?

Accepted Answer

During the growth stage and early part of the maturity stage of the product lifecycle, the focus is on gaining market share and increasing sales. Persuasive advertising is most effective during this stage, as it aims to persuade customers to choose the advertised product over competitors' products. Reminder advertising (B) is more appropriate for the later part of the maturity stage when brand awareness is already high, and the goal is to remind customers to continue using the product. Evaluative advertising (C) is typically used for new or unknown products during the introduction stage of the product lifecycle. Retentive advertising (D) is aimed at retaining existing customers and is typically used in the latter part of the maturity stage or the decline stage of the product lifecycle.

Question 7

When a pharmaceutical company advertises that its product has a greater pain-relieving effect than Tylenol,it is using _____ advertising.

Accepted Answer

The company is making a comparison between their product and Tylenol, therefore it is comparative advertising.

Question 8

Advertising that reinforces previous promotional activity by keeping the name of a good,service,organization,person,place,idea,or cause before the public is called _____ advertising.

Accepted Answer

Reminder advertising is used to keep the name or product in the minds of the consumers. This type of advertising reinforces previous promotional activity and makes it easier for consumers to recall the brand or product when making a purchase decision. The purpose of reminder advertising is to maintain brand awareness and loyalty, rather than introducing new information or persuading consumers to make a purchase.

Question 9

The American Heart Association runs ads in major magazines promoting its mission and successes.These ads are examples of _____ advertising.

Accepted Answer

Institutional advertising focuses on promoting the overall image and reputation of an organization, rather than promoting a specific product or service. The American Heart Association's ads focus on promoting their mission and successes, rather than selling a particular product.

Question 10

_____ advertising includes two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort.

Accepted Answer

The description provided matches the concept of interactive advertising, which involves engaging the audience in a mutually beneficial way that fosters a relationship between them and the brand. Comparative advertising refers to messages that contrast the features and benefits of one product to another. Retail advertising focuses on promoting products or services directly to consumers, while cooperative advertising involves the collaboration of two or more companies to promote a common product or service.

Question 11

_____ advertising includes advertising by stores that sell goods or services directly to the consuming public.

Accepted Answer

The definition given in the question perfectly fits the concept of retail advertising, which is advertising done by stores that sell goods or services directly to the consumer. Therefore, the correct answer is D) Retail.

Question 12

Which of the following is true of celebrity testimonials?

Accepted Answer

The most effective celebrity testimonial ads are those that link the celebrity and the advertised good or service. This means that the celebrity should have some connection or relevance to the product being advertised, which enhances their credibility as a message source. The popularity of the celebrity alone may not be enough to make the ad effective. The number of products endorsed by the celebrity or the medium used to display the ad are not necessarily related to its effectiveness.

Question 13

Promotion that seeks to develop initial demand for a good,service,organization,person,place,idea,or cause is called _____ advertising.

Accepted Answer

Informative advertising aims to create awareness and educate the target audience about a new product, service, organization, person, place, idea or cause. The goal of informative advertising is to develop initial demand by providing information about the features, benefits, and uses of the product, service, or idea.

Question 14

An apparel marketer pays a percentage of the cost of a retail store's newspaper advertisement featuring its product lines.This is an example of:

Accepted Answer

Cooperative advertising is when manufacturers or suppliers pay a percentage of their advertising costs to the retailer or distributor who uses the advertising to promote their products. In this scenario, the apparel marketer is paying a percentage of the cost of the newspaper advertisement featuring its product lines, indicating that it is engaged in cooperative advertising.

Question 15

Star,a supermarket chain,runs print advertisements promoting best deals for different products every week.This is an example of _____ advertising.

Accepted Answer

Retail advertising is a type of advertising that is aimed at promoting the sale of products or services that are sold directly to consumers. In this case, Star is a supermarket chain promoting its best deals on various products to attract customers to its stores. Therefore, it is an example of retail advertising. Associative advertising aims to create a relationship between the brand and a certain lifestyle or identity. Referenced advertising uses citations or references from professional experts or satisfied consumers to back up claims made by the brand. Corporate advertising is aimed at promoting the company behind the brand rather than specific products or services.

Question 16

Nokia is set to launch a new model of smartphones.Which of the following types of promotion should Nokia employ to drive initial sales for its new model?

Accepted Answer

Informative advertising is used to introduce a new product to the market by providing information about its features, benefits, and uses, which is essential for driving initial sales.

Question 17

Which of the following terms do advertisers use to describe a promotional environment that is filled with hundreds of competing 15- and 30-second commercials?

Accepted Answer

The term advertisers use for a promotional environment filled with hundreds of competing 15- and 30-second commercials is "clutter." This refers to the high volume of advertising messages that consumers are bombarded with daily.

Question 18

Think Green,a not-for-profit organization,promotes its "go vegan" lifestyle by publishing advertisements in the print media as well as electronic media.This is an example of _____ advertising.

Accepted Answer

Institutional advertising is used by organizations to promote their image, reputation, or ideas rather than promoting specific products or services. In this case, Think Green is promoting their idea of a "go vegan" lifestyle rather than promoting a specific product or service.

Question 19

Oriental Insurance promotes identity theft insurance with an advertisement that warns viewers about stealing of credit cards and usage of fake social security numbers.Which appeal is being used in this commercial to motivate the viewers to act?

Accepted Answer

The commercial is using a fear appeal by warning viewers about the negative consequences of identity theft and encouraging them to take action by purchasing identity theft insurance.

Question 20

Which of the following elements of a print advertisement focuses on informing,persuading,and stimulating buying action?

Accepted Answer

Body copy is the main written content in a print advertisement and it is designed to inform, persuade, and stimulate buying action by providing detailed information about the product or service being advertised. It typically includes features, benefits, and calls to action aimed at convincing the reader to make a purchase. While the headline, illustration, and signature are all important elements of a print advertisement, they primarily serve to attract attention, communicate brand identity, and provide visual interest, respectively.

Quiz 16: Integrated Marketing Communications, Advertising, and Public Relations