Question 1

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

Accepted Answer

Institutional advertisements are designed to build goodwill or an image for an organization, rather than promote a specific product or service. Public service advertisements are focused on raising awareness about a social issue or cause. Product advertisements promote a specific product, while reminder advertisements aim to remind consumers about a product or service they have already purchased. Repositioning advertisements are used when a company wants to change the perception of the public about their product or service.

Question 2

Reinforcement ads are reminder ads that

Accepted Answer

The answer of Reinforcement ads are reminder ads that
...

Question 3

There are four commonly used forms of institutional advertising: __________, pioneering, competitive, and reminder.

Accepted Answer

Advocacy advertising is a form of institutional advertising that promotes a company's position on a public issue.

Question 4

The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by the Miller Brewing Co. encouraging the responsible use of alcohol, are __________ advertisements.

Accepted Answer

Advocacy advertisements are meant to communicate a particular viewpoint on a social, political, or environmental issue. The Miller Brewing Co. ads promoting responsible drinking are an example of advocacy advertising. The other options - pioneering, competitive, reminder, and political advertisements - are not relevant to the scenario presented in the question.

Question 5

A Budweiser ad, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. This ad is an example of __________ advertisement.

Accepted Answer

The ad is promoting responsible drinking through the use of designated drivers, which aligns with the goals of an advocacy advertisement. It is not a pioneering ad because the concept of designated drivers is not new, it is not a competitive ad because it is not directly comparing Budweiser to other brands, it is not a reminder ad because it is not reminding consumers to buy Budweiser specifically, and it is not a political ad because it is not addressing political issues.

Question 6

When The American Red Cross places its "Need Donations" ad, it wants to encourage consumers to make a blood donation to the American Red Cross. Which type of advertising is American Red Cross using?

Accepted Answer

The answer of When The American Red Cross places its...

Question 7

__________ advertising is often used to support the public relations plan or counter adverse publicity.

Accepted Answer

Institutional advertising focuses on promoting the reputation and image of a company or organization rather than a specific product or service. It is often used to improve public perception or counter negative publicity, making it a good choice to support a public relations plan. Reminder advertising reminds people of a product or service they are already familiar with; competitive advertising compares the benefits of one company's product or service to those of a competitor; pioneering advertising introduces a new product or service to the market; objective advertising presents facts and information about a product or service without any persuasive language or tactics.

Question 8

The objective of institutional advertisements is to __________ rather than promote a specific product or service.

Accepted Answer

The objective of institutional advertisements is to build goodwill or an image for an organization rather than promote a specific product or service. These advertisements focus on improving the overall perception of the organization, rather than just promoting a single product.

Question 9

All of the following are alternative forms of institutional advertisements except

Accepted Answer

The answer of All of the following are alternative forms...

Question 10

What type of product advertisement is one for Shaw's Dozen Rose Bouquet that has the tagline "Don't forget Valentine's Day"?

Accepted Answer

The advertisement is a reminder type as it is reminding the customers to not forget Valentine's Day and promoting their Dozen Rose Bouquet as a gift option.

Question 11

The purpose of pioneering institutional advertisements is to

Accepted Answer

Pioneering institutional advertisements aim to provide information about the company, what it does, where it is located, and its products or services. The objective of such ads is to build awareness and establish a brand identity. Option A talks about advertising a specific brand's features and benefits, which is more relevant to product advertisements. Option C discusses the position of a company on various issues, which is generally covered under corporate advertising. Option D refers to reminder advertising and is insufficient to define the purpose of pioneering institutional advertisements. Option E is more relevant to comparative advertising, where one product class is promoted over the other.

Question 12

A Dial Soap advertisement uses the tagline "Aren't you glad you use Dial? Don't you wish everybody did?" This is an example of which type of advertising?

Accepted Answer

The answer of A Dial Soap advertisement uses the tagline...

Question 13

When the Lorillard Tobacco Co. places ads discouraging teenagers from smoking, the firm is using which type of advertising?

Accepted Answer

Advocacy advertising aims to promote a particular point of view on a controversial issue such as discouraging smoking among teenagers.

Question 14

An FTD ad shows a woman holding a very large vase of flowers. The background is red and the only text in the ad is "Mother's Day." What type of ad is this?

Accepted Answer

The answer of An FTD ad shows a woman holding...

Question 15

The purpose of an advocacy advertisement is to

Accepted Answer

An advocacy advertisement is designed to promote a company's position on an issue, such as environmental sustainability or social justice. It is not necessarily focused on promoting a specific product or brand, like options A and D suggest. Option B is more in line with a company's general advertising, while option E is more about comparative advertising.

Question 16

There are four commonly used forms of institutional advertising: advocacy, __________, competitive, and reminder.

Accepted Answer

Pioneering advertising is one of the commonly used forms of institutional advertising, alongside advocacy, competitive, and reminder advertising.

Question 17

An ad for Campbell's soup reads, "We haven't changed that great taste your family's always loved." This is an example of __________ advertising.

Accepted Answer

This is an example of reinforcement advertising, which aims to reinforce the existing beliefs and attitudes of consumers towards a product or service. In this case, Campbell's soup is reinforcing the idea that their soup has always had a great taste and that they have not changed it. They are not trying to persuade or inform consumers about any new features or benefits of their product, nor are they making any comparisons with other brands.

Question 18

There are four commonly used forms of institutional advertising: advocacy, pioneering, competitive, and

Accepted Answer

The four commonly used forms of institutional advertising are advocacy, pioneering, competitive, and reminder. There is no mention of sustainable or philanthropic advertising. The last form, persuasive, is not included in the given list. Therefore, the best choice is C - reminder.

Question 19

There are four commonly used forms of institutional advertising: advocacy, pioneering, __________, and reminder.

Accepted Answer

The four commonly used forms of institutional advertising are advocacy, pioneering, competitive, and reminder. Option D, competitive, is the missing option. The other options are not part of the commonly used forms of institutional advertising.

Question 20

A reinforcement ad

Accepted Answer

Reinforcement advertising is designed to reassure current users of a product that they have made the right choice, thereby reinforcing their decision to continue using the product.

Quiz 18: Advertising Sales Promotion and Public Relations