Question 1

Competitive advertising

Accepted Answer

Competitive advertising tries to develop selective demand for a specific brand.

Question 2

When personal computers were in the market introduction stage of their product life cycle, advertising had to help consumers understand why they needed to own a computer and what a computer could do. Now that personal computers are mature products and have wide acceptance among business and home users, the advertising is focused more on trying to get consumers to purchase a particular brand of computer. So, personal computer advertising used to be _______________ advertising in market introduction, but is now _______________ advertising in market maturity.

Accepted Answer

Pioneering advertising tries to develop primary demand for a product category rather than demand for a specific brand. It is usually done in the early stages of the product life cycle. Competitive advertising tries to develop selective demand for a specific brand and comes later in the product life cycle.

Question 3

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

Accepted Answer

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

Question 4

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

Best Sound, Inc. is trying to stimulate selective demand for its car stereo in order to affect its target market's future buying decisions. This is an example of indirect competitive advertising.

Question 5

Which of the following is true of competitive advertising?

Accepted Answer

Competitive advertising tries to develop selective demand for a specific brand.

Question 6

Using advertising to develop selective demand:

Accepted Answer

A firm is forced into competitive advertising as the product life cycle moves along, to hold its own against competitors.

Question 7

INDIRECT competitive advertising seeks:

Accepted Answer

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

Question 8

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

Accepted Answer

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

Question 9

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

Accepted Answer

A typical retailer's newspaper ad stressing "today's" sale prices on "regular" stock is an example of direct competitive advertising, which aims for immediate buying action.

Question 10

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

When Nissan's Altima advertises its new luxury sedan by showing it side-by-side with competing brands, it is using comparative advertising. Comparative advertising means making specific brand comparisons using actual product names.

Question 11

"Competitive advertising" tries to:

Accepted Answer

Competitive advertising tries to develop selective demand for a specific brand.

Question 12

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

A manufacturer of computer printers should point out the advantages of its new line of scanners to its potential customers. It should stress indirect competitive advertising to persuade consumers.

Question 13

An ad stressing the advantages of one brand of cookware--compared to similar (but unnamed) competitive products--is an example of ______________ advertising.

Accepted Answer

An ad stressing the advantages of one brand of cookware over other available brands is trying to stimulate selective demand for its brand. It is an example of competitive advertising.

Question 14

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

Accepted Answer

A supermarket manager should use direct competitive advertising to increase store traffic during the middle of the week, which aims for immediate buying action.

Question 15

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 ad for "DieHard" auto batteries is aiming to influence its target market's future buying decisions. This is an example of the indirect type of competitive advertising.

Question 16

Which kind of advertising should a manufacturer of paper towels (that are basically similar to competitive products) use if it wants to increase its market share?

Accepted Answer

A manufacturer of paper towels should use competitive advertising to stimulate selective demand and increase its market share.

Question 17

Advertising which tries to develop selective demand for a specific brand rather than a product category is called ______________ advertising.

Accepted Answer

Advertising which tries to develop selective demand for a specific brand rather than a product category is called competitive advertising.

Question 18

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

Accepted Answer

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

Question 19

DIRECT competitive advertising:

Accepted Answer

Direct competitive advertising aims for immediate buying action.

Question 20

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 ad campaign by Glitter, Inc. for "gold-tone" jewelry on TV aims at immediate buying action. This is an example of direct type competitive advertising.

Quiz 15: Advertising, Publicity, and Sales Promotion

Competitive advertising

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

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:

Which of the following is true of competitive advertising?

Using advertising to develop selective demand:

INDIRECT competitive advertising seeks:

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

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

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:

"Competitive advertising" tries to:

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?

An ad stressing the advantages of one brand of cookware--compared to similar (but unnamed) competitive products--is an example of ______________ advertising.

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

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

Which kind of advertising should a manufacturer of paper towels (that are basically similar to competitive products) use if it wants to increase its market share?

Advertising which tries to develop selective demand for a specific brand rather than a product category is called ______________ advertising.

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

DIRECT competitive advertising:

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: