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

Indirect competitive advertising points out product advantages to affect future buying decisions. 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 2

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 3

Indirect competitive advertising seeks:

Accepted Answer

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

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.What type of advertising does it adopt?

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

Advertising which tries to develop selective demand for a specific brand rather than a product category is called ______________ advertising.

Accepted Answer

Advertising which tries to develop selective demand for a specific brand rather than a product category is called competitive advertising.

Question 6

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 7

An ad stressing the advantages of one brand of cookware-compared to similar (but unnamed)competitive products-is an example of ______________ advertising.

Accepted Answer

An ad stressing the advantages of one brand of cookware over other available brands is trying to stimulate selective demand for its brand. It is an example of competitive advertising.

Question 8

Direct competitive advertising focuses on ________.

Accepted Answer

Direct competitive advertising aims for immediate buying action.

Question 9

The competitive advertising that points out product advantages to affect future buying decisions is ________.

Accepted Answer

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

Question 10

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 11

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

Indirect competitive advertising points out product advantages to affect future buying decisions. 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 12

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 13

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

Accepted Answer

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

Question 14

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

Indirect competitive advertising points out product advantages to affect future buying decisions. 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 15

What is the objective of competitive advertising?

Accepted Answer

Competitive advertising tries to develop selective demand for a specific brand.

Question 16

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 17

Which kind of advertising should a manufacturer of paper towels (that are basically similar to competitive products)use if it wants to increase its market share?

Accepted Answer

A manufacturer of paper towels should use competitive advertising to stimulate selective demand and increase its market share.

Question 18

Which of the following is true of competitive advertising?

Accepted Answer

Competitive advertising tries to develop selective demand for a specific brand.

Question 19

"Competitive advertising" tries to:

Accepted Answer

Competitive advertising tries to develop selective demand for a specific brand.

Question 20

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.

Quiz 17: Advertising and Sales Promotion

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?

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:

Indirect competitive advertising seeks:

Nissan's Altima 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?

Advertising which tries to develop selective demand for a specific brand rather than a product category is called ______________ advertising.

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

An ad stressing the advantages of one brand of cookware-compared to similar (but unnamed) competitive products-is an example of ______________ advertising.

Direct competitive advertising focuses on ________.

The competitive advertising that points out product advantages to affect future buying decisions is ________.

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

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

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.

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

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.

What is the objective of competitive advertising?

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:

Which kind of advertising should a manufacturer of paper towels (that are basically similar to competitive products) use if it wants to increase its market share?

Which of the following is true of competitive advertising?

"Competitive advertising" tries to:

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