Question 1

When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform customers.

Accepted Answer

The answer of When Philip Morris changed its name to...

Question 2

The purpose of reminder institutional advertisements is to

Accepted Answer

Reminder institutional advertisements are designed to bring a company's name to the attention of the target market again. The objective is to increase brand awareness and reinforce the company's presence in the market. It does not promote any specific brand features or benefits, state a position on an issue, or promote the advantages of one product class over another.

Question 3

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

Accepted Answer

The answer of There are four commonly used forms of...

Question 4

The purpose of competitive institutional advertisements is to

Accepted Answer

Competitive institutional advertisements are designed to promote the advantages of one product class over another, rather than just promoting a specific brand's features and benefits or reinforcing previous knowledge of a product. They are generally used to differentiate a company's products from its competitors and build brand awareness within a specific market. Telling people what a company is, what it can do, and where it is located falls under corporate advertisements, while stating the position of a company on an issue falls under advocacy advertisements.

Question 5

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

Accepted Answer

Advocacy advertising is a form of institutional advertising that focuses on promoting a company's position on public issues.

Question 6

The purpose of an advocacy advertisement is to

Accepted Answer

The purpose of an advocacy advertisement is to state the position of a company on an issue. It is meant to persuade and influence public opinion about a particular cause or belief, rather than promoting a specific brand or product.

Question 7

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking, they are using which type of advertising?

Accepted Answer

Advocacy advertising aims to promote a particular point of view or cause, and in this case, Lorillard is promoting the message of discouraging teenagers from smoking. It is not a pioneering, competitive, comparative, or reminder advertising as it does not introduce a new product, compare itself to a competitor, or remind consumers about a particular product.

Question 8

America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk as it competes against other beverages.This campaign is a(n) __________ campaign.

Accepted Answer

The "Got Milk?" campaign is a competitive institutional campaign because it aims to promote milk as a category against other beverages, rather than promoting a specific brand of milk.

Question 9

The state of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice.The goal of these ads is to increase demand for orange juice as it competes with other beverages.This is an example of a(n) __________ advertisement.

Accepted Answer

The "To Your Health" campaign is designed to increase demand for orange juice by highlighting its benefits, which is characteristic of a competitive institutional advertisement.

Question 10

Institutional advertisement that tell people what a company is, what it can do, and where it is located is referred to as

Accepted Answer

Pioneering institutional advertisement is the type of advertisement that informs people about a company, its location, and what it can do. This type of advertisement focuses on creating a positive image for the company and positioning it as a leader in its industry.

Question 11

The Beef Council promotes a series of ads in which the tag line is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef.This type of ad is a(n) _________.

Accepted Answer

The ad is a competitive institutional ad because it aims to promote beef consumption over other types of protein or food options.

Question 12

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 13

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. Therefore, the missing term must be one of these four. Out of these, the only logical option is "reminder," as the other three have distinct purposes and goals. Reminder ads aim to reinforce a brand's presence in the minds of consumers who have already been exposed to it, which is an important aspect of institutional advertising.

Question 14

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

Accepted Answer

Institutional advertising is focused on promoting the reputation or image of an organization rather than a specific product or service. It can be used to support public relations efforts by highlighting positive aspects of the organization and countering negative publicity. Reminder advertising is used to reinforce previous brand or product messages, competitive advertising is used to differentiate from competitors, pioneering advertising is used to introduce new products or services, and objective advertising is unbiased and informative.

Question 15

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

Accepted Answer

Advocacy advertisements state the position of a company on a controversial issue and aims to influence public opinion or government action.

Question 16

FIGURE 16-3 
-is an example of which type of advertising?

Accepted Answer

The answer of FIGURE 16-3 
-is an example of which...

Question 17

When Chevron places ads encouraging consumers to use less energy it is using which type of advertising?

Accepted Answer

Chevron's ad is advocating for a behavior change (using less energy) and therefore falls under the category of advocacy advertising.

Question 18

Recent Bayer ads stating "We cure more headaches than you think" are intended to inform consumers that the company produces many products in addition to aspirin.What type of ad is this?

Accepted Answer

The answer of Recent Bayer ads stating "We cure more...

Question 19

The purpose of pioneering institutional advertisements is to

Accepted Answer

Pioneering institutional advertisements aim to introduce a company to the public, highlighting what they do, where they are located, and what they can offer. This type of advertisement is typically used for new businesses or those that are not yet well-known.

Question 20

An ad for an international consulting firm was intended to communicate the company philosophy-that you can be big and nimble at the same time-rather than sell any one particular service provided by the company.The ad is an example of __________ advertising.

Accepted Answer

The ad is an example of pioneering institutional advertising, which aims to build the company's image and communicate its philosophy rather than promote specific services.

Quiz 16: Advertising, Sales Promotion, and Public Relations