Question 1

Which of the following statements about comparative advertising is true?

Accepted Answer

Federal rulings prohibit advertisers from falsely describing competitors' products and allow competitors to sue if ads show their products or mention their brand names in an incorrect or false manner.FTC rules also apply to advertisers making false claims about their own products.

Question 2

Before any creative work can begin on an advertising campaign,it is important to:

Accepted Answer

The first step in any advertising campaign is to set advertising objectives.

Question 3

An emphasis on branding generally begins as firms use _____ advertising.

Accepted Answer

The goal of competitive advertising is to influence demand for a specific brand.Such advertising is less informational and more emotional.The emphasis is on brand name recall and a favorable attitude toward the brand.

Question 4

Cranium,the Seattle-based toy company,has recently introduced Giggle Gear,a toy designed to let kids' imagination run wild.With the face and headpieces that make up Giggle Gear,kids can change themselves into aliens,fairies,bugs,and robots.What type of advertising will this company be using to promote this new toy?

Accepted Answer

Pioneering advertising is intended to stimulate demand for a new product.

Question 5

An ad in which Dunkin' Donuts tells consumers that more "hard-working" people prefer their coffee than the high-priced,"elitist" coffee sold at Starbucks is an example of _____ advertising.

Accepted Answer

This comparative advertising names Dunkin Donut's competitor,Starbucks,and distinguishes the differences in the network coverage.

Question 6

A feature of a product is called a(n):

Accepted Answer

Attributes are features,while benefits are what consumers will receive or achieve by using the product.

Question 7

Pioneering advertising,competitive advertising,and comparative advertising are all types of:

Accepted Answer

Product advertising promotes the benefits of a specific good or service,and the types used are pioneering,competitive,and comparative advertising.

Question 8

Which form of advertising is designed to influence demand for a specific brand?

Accepted Answer

Competitive advertising is used when a product enters the growth phase of the product life cycle and other companies begin to enter the marketplace.

Question 9

An advertising campaign:

Accepted Answer

The advertising campaign is a series of related advertisements that focus on a common theme,slogan,and set of advertising appeals and extends for a defined period of time.

Question 10

Around election time every year,we see ads on television claiming that one candidate is superior to another in terms of experience,capability,and/or ethics.Sometimes opponents are named and even vilified in these _____ ads.

Accepted Answer

Comparative advertising compares two or more specifically named or shown competing brands on one or more specific attributes.

Question 11

One method used for setting advertising objectives is:

Accepted Answer

According to the DAGMAR approach,all advertising objectives should precisely define the target audience,the desired percentage change in some specified measure of effectiveness,and the time frame in which that change is to occur.

Question 12

A newspaper ad for General Mills cereal highlights its BoxTop Redemption program in which General Mills donates cash to schools when the schools redeem box tops from General Mills cereal.This ad focuses on:

Accepted Answer

The ad answers the customer's question,"What's in it for me?"

Question 13

Instead of sending artfully arranged flower bouquets,an entrepreneur has developed fresh fruit bouquets and is marketing them under the name Edible Arrangements.The premium fruit is cut to mimic flowers,arranged in a basket,and carefully delivered to the recipient's home.One of the problems is convincing people that it is not a novelty product,but an attractive way to show how you feel about someone.Edible Arrangements will be using _____ advertising to promote its fruit bouquets.

Accepted Answer

Pioneering advertising is heavily utilized during the introductory stage of the product life cycle.

Question 14

Which of the following is what consumers will receive or achieve by using a product?

Accepted Answer

Benefits might be such things as convenience,pleasure,savings,or relief.

Question 15

The UPS Store's advertising "What Brown Can Do for You" whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere,UPS can help.The advertising is focusing on:

Accepted Answer

A benefit is what customers will receive or achieve by using the product or service.

Question 16

A series of related advertisements focusing on a common theme,slogan,and set of advertising appeals is referred to as a(n):

Accepted Answer

This is the definition of an advertising campaign.

Question 17

Ads for Yoplait Greek Yogurt highlight that the product has twice the protein and three times the calcium of other yogurts.This advertising highlights:

Accepted Answer

The calcium and protein content are considered product attributes.

Question 18

A(n)_____ is a specific communication task that a campaign should accomplish for a specified target audience during a specified period.

Accepted Answer

This is the definition of an advertising objective.

Question 19

_____ advertising compares two or more specifically named or shown competing brands on one or more specific attributes.

Accepted Answer

This is the definition of comparative advertising.

Question 20

DAGMAR is an acronym for:

Accepted Answer

The DAGMAR approach (Defining Advertising Goals for Measured Advertising Results)is a method of setting objectives.

Quiz 31: Advertising Public Relations and Sales Promotion