Question 1

The ad reads,"Dove brand beauty bars are 1/4 moisturizing lotion." What is this an example of?

Accepted Answer

This is an example of a product attribute, as it is stating a specific characteristic of the product (i.e. that it contains 1/4 moisturizing lotion).

Question 2

What is a specific communication task that should be accomplished for a specified target audience during a specified period of time?

Accepted Answer

A specific communication task that should be accomplished for a specified target audience during a specified period of time is called an advertising objective. Advertising objectives are specific, measurable, and achievable goals that brands set for their ad campaigns. They define what a brand wants to accomplish through its advertising efforts, such as increasing brand awareness, generating leads, or boosting sales. The other options listed in the question refer to marketing and promotion strategies, but do not specifically address the task of setting communication goals.

Question 3

Which of the following BEST describes an advertising campaign?

Accepted Answer

An advertising campaign is typically designed to run for a specific period of time, with a start and end date.

Answer: C
 A key aspect of designing an advertising campaign is choosing which media channels to use, such as TV, radio, print, or online.

Therefore, the best choices are A and C.

Question 4

Because the ads imply that the Kraft crackers are superior to the Sunshine brand cheese crackers,what are ads showing consumers preferring Kraft Cheese Nips to Sunshine Cheezits?

Accepted Answer

The ads show a direct comparison between the two brands, implying that the Kraft crackers are a better choice than the Sunshine brand, making it an example of comparative advertising.

Question 5

The goal of this type of advertising is to influence demand for a specific brand of good or service and is less informational and more emotional.The emphasis is on brand name,recall,and favourable brand attitude.What advertising is being described?

Accepted Answer

Competitive advertising focuses on influencing demand for a specific brand by emphasizing brand name, recall, and creating a favorable brand attitude, often using emotional appeals rather than purely informational content.

Question 6

Which type of advertising is usually employed when a new product enters a marketplace that is occupied by strong existing products?

Accepted Answer

The answer of Which type of advertising is usually employed...

Question 7

When the conservative Royal Bank decided to hire Campbell & Cook advertising agency to launch a new advertising campaign,what was the agency's first step?

Accepted Answer

The first step of the agency was to determine the goal of the ads, which was to emphasize the bank's customer service. This would then guide the executional style and marketing budget decisions. A is incorrect because sales promotion is just one tool within the promotion mix and not necessarily the best one for this campaign. B is incorrect because the executional style should be based on the goal and target audience of the ads. D is also incorrect because the marketing budget needs to be determined based on the goal and strategy of the campaign.

Question 8

The new Hydrience hair colour advertising campaign encourages people to "treat their hair to lush,radiant colour." What is the advertising focusing on?

Accepted Answer

The advertising campaign is focusing on a product benefit, which is achieving lush and radiant hair colour by using Hydrience hair colour.

Question 9

According to the text,which of the following statements about comparative advertising is true?

Accepted Answer

Comparative advertising is indeed highly regulated and can be illegal in certain countries due to concerns about misleading claims and unfair competition.

Question 10

Hill's Science Diet dog food has been available at pet stores and veterinary clinics for years.The manufacturer of Hill's recently developed Hill's Science Diet for dogs with sensitive skin.This product differs from the company's previous product offerings because it produces healthy skin and shiny coats.Hill's other dog food was not designed for dogs with sensitive skin.What type of advertising should be used for the new Hill's Science Diet for dogs with sensitive skin?

Accepted Answer

Pioneering advertising is used to introduce a new product to the market, especially when it offers new benefits or features, like Hill's Science Diet for dogs with sensitive skin.

Question 11

A newspaper ad for General Mills cereal highlights its Box Tops for Education program in which General Mills donates cash to schools when the schools redeem box tops off General Mills cereal.What does this ad focus on?

Accepted Answer

The ad focuses on the benefit of the Box Tops for Education program, which is that General Mills donates cash to schools when box tops are redeemed.

Question 12

What is DAGMAR an acronym for?

Accepted Answer

DAGMAR stands for "Defining Advertising Goals for Measured Advertising Results," which emphasizes the importance of setting clear objectives for advertising campaigns and measuring their outcomes.

Question 13

According to the text,what is one method used for setting advertising objectives?

Accepted Answer

The DAGMAR approach is a method for setting advertising objectives that focuses on defining specific, measurable, achievable, relevant, and time-bound goals.

Question 14

Those expensive Coke television ads featuring computer-generated images are primarily a type of which type of advertising?

Accepted Answer

The answer of Those expensive Coke television ads featuring computer-generated...

Question 15

What prohibits advertisers from falsely describing competitors' products and allows competitors to sue if ads show their products or brand names in an incorrect or false manner?

Accepted Answer

The Competition Act prohibits false or misleading representations and deceptive marketing practices, allowing competitors to take legal action if their products or brand names are misrepresented in advertisements.

Question 16

What is the first step in the advertising campaign decision process?

Accepted Answer

The first step in the advertising campaign decision process is to determine campaign objectives. This involves setting clear, specific, and measurable goals that the campaign aims to achieve. Without clear objectives, the advertising campaign will lack direction and focus, making it difficult to evaluate its effectiveness. Once objectives are identified, the other decisions such as creative decisions and developing advertising copy can follow.

Question 17

Which type of advertising compares two or more specifically named or present competing brands on one or more specific attributes?

Accepted Answer

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

Question 18

Procter & Gamble's ads for Crest White Strips emphasize the brand name and how effectively it whitens teeth.The ads show demonstrations of how the strips can be worn at any time of the day-even at work.This is an example of what type of advertising?

Accepted Answer

The ads for Crest White Strips are an example of competitive advertising because they focus on the brand's unique benefits and how it stands out from competitors, specifically highlighting the effectiveness and convenience of the product. Competitive advertising aims to persuade consumers that one product is better than others in the same category.

Question 19

Pepsi's advertising campaign that depicts people who mistakenly drink Coke as suddenly living a boring lifestyle,acting "square," or singing mellow,old songs,is an example of what type of advertising?

Accepted Answer

The advertising campaign is directly comparing Pepsi to Coke by showing the negative consequences of drinking Coke instead of Pepsi, making it an example of comparative advertising.

Question 20

What is comparative advertising?

Accepted Answer

Comparative advertising is a type of advertising where one product or service is directly compared to another product or service. The comparison usually focuses on one or more specific attributes of the products. Therefore, option A, which highlights the comparison of one or more competing attributes with one or more specific attributes is the most accurate description of comparative advertising. Options B, C, and D don't accurately describe comparative advertising.

Quiz 14: Advertising and Public Relations