Question 1

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

Accepted Answer

Comparative advertising is a type of advertising where a specific brand is compared to one or more other brands in the same category, using actual names. The purpose of comparative advertising is to highlight the advantages of one brand over the others and to influence consumers to choose that brand. Therefore, option C is the correct answer.

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

Clorox's claim that their Disinfecting Wipes disinfect better than those made by Windex is an example of comparative advertising, in which a company directly compares its product to that of a competitor to demonstrate its superiority.

Question 3

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

Accepted Answer

Direct competitive advertising is used to promote a specific product or service and can be effective in driving traffic to a store during a specific time period, such as the middle of the week. This type of advertising can highlight promotions or discounts on products that may be relevant to the target audience, encouraging them to visit the store. Indirect competitive advertising may not be as effective in this scenario, as it does not focus specifically on the products or services offered by the supermarket. Pioneering advertising may be more appropriate for a new supermarket, while reminder advertising is intended to maintain awareness of a brand or product over time. Institutional advertising is used to promote the overall image or reputation of a company, rather than specific products or services.

Question 4

Glitter, Inc. advertises its "gold-tone" jewelry on TV, along with a toll free number and the message that "operators are standing by now to take your credit card order." This is an example of:

Accepted Answer

The answer of Glitter, Inc. advertises its "gold-tone" jewelry on...

Question 5

Many countries forbid this form of advertising.

Accepted Answer

Comparative advertising is a form of advertising that involves comparing one's products or services to those of competitors. Many countries have strict rules and regulations regarding comparative advertising, and some even ban it altogether in order to prevent false or misleading claims about competitors' products.

Question 6

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

Since the manufacturer is introducing a new product (scanners) and there are already numerous brands of scanners in the market, the best advertising strategy would be indirect competitive advertising. Essentially, this means that the advertising would emphasize the benefits and unique selling points of their scanner over other similar brands without explicitly mentioning them. This type of advertising is effective in encouraging consumers to switch from their current brand to the advertised one.

Question 7

A typical retailer's newspaper ad stressing "today's" sale prices on "regular" stock is an example of ______________ advertising.

Accepted Answer

The retailer's newspaper ad stressing "today's" sale prices on "regular" stock is an example of direct competitive advertising as it is highlighting current prices and trying to attract customers away from their competitors by offering better deals.

Question 8

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:

Accepted Answer

The answer of Best Sound, Inc. placed a full-page color...

Question 9

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

Accepted Answer

Indirect competitive advertising aims to influence future buying decisions by highlighting the advantages of a particular product, without directly comparing it to its competitors.

Question 10

This advertising type may be useful when the product has achieved brand preference or insistence, perhaps in the market maturity or sales decline stages.

Accepted Answer

Reminder advertising is designed to remind customers about a product they may have already purchased or used before. This type of advertising is useful in the market maturity or sales decline stages when the product has already achieved brand preference or insistence, and the goal is to maintain or reinforce that preference or insistence among existing customers.

Question 11

When a producer has won brand preference for its product--but is entering the sales decline stage of its life cycle--it probably should use:

Accepted Answer

The best choice for a producer who has won brand preference for its product but is entering the sales decline stage of its life cycle is reminder advertising. This type of advertising aims to remind consumers that the product still exists and can be a good option for their needs. It helps maintain brand awareness and loyalty among existing customers, which can lead to repeat purchases. Therefore, reminder advertising can be a cost-effective way to extend the lifespan of the product without the need for significant investment in product development or advertising.

Question 12

Reminder advertising

Accepted Answer

Reminder advertising aims to keep the product's name and its benefits before the public, after the product has been introduced and gained some level of market acceptance. This type of advertising reinforces the brand image and helps maintain its market share.

Question 13

Nissan's Altima advertises the performance of its new luxury sedan by showing it side-by-side with competing brands, like Lexus and BMW. This is:

Accepted Answer

The advertisement is using comparative advertising by directly comparing Nissan's Altima with competing brands like Lexus and BMW.

Question 14

"Comparative advertising":

Accepted Answer

Comparative advertising should be supported by research evidence to substantiate the claims made about the competing products.

Question 15

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

Accepted Answer

Comparative advertising is when an advertiser directly compares its product to a competitor's product. In this case, General Mills is highlighting the advantages of its product over Kellogg's product, thus making it a comparative advertisement.

Question 16

An ad for Toyota's lowest priced truck claimed that it "is tougher, gives better mileage, and costs less that any other truck"--and specifically named the directly competitive trucks. This is:

Accepted Answer

The ad is making a direct comparison between Toyota's truck and its competitors, which is comparative advertising.

Question 17

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

Accepted Answer

Direct advertising aims for immediate buying action and encourages customers to take action such as making a purchase. Interactive advertising allows customers to engage and interact with the brand, but may not necessarily lead to an immediate purchase. Indirect advertising aims to create brand recognition and reputation, but may not have a direct call-to-action for immediate buying action. Strategic and identity advertising focus on broader brand positioning and may not have a direct call-to-action.

Question 18

A major difference between reminder advertising and pioneering advertising is that:

Accepted Answer

Reminder advertising aims to remind customers to choose a particular brand over others while pioneering advertising aims to create awareness and generate interest in a new product category. Therefore, reminder advertising focuses on selective demand while pioneering advertising tries to develop primary demand. The other options are incorrect.

Question 19

INDIRECT competitive advertising seeks:

Accepted Answer

Indirect competitive advertising aims to develop selective demand, which means influencing future buying decisions of target customers. It highlights the benefits and advantages of a particular brand over its competitors in hopes that the target customers will choose the brand in the future. Indirect competitive advertising does not seek immediate buying action or product-specific demand. Developing primary demand or goodwill is more of a goal for direct advertising.

Question 20

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

The answer of Sears advertises its "DieHard" auto batteries as...

Quiz 16: Advertising, Publicity, and Sales Promotion