Question 1

The first step in the advertising campaign decision process is to:
A) make media decisions
B) evaluate the campaign
C) determine campaign objectives
D) develop advertising copy
E) make creative decisions

Accepted Answer

The first step in the advertising campaign decision process should be to determine campaign objectives. Without clear objectives, it will be difficult to make media decisions, create effective advertising copy, or evaluate the campaign's success.

Question 2

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 _____ advertising.
A) comparative
B) differentiational
C) pioneering
D) institutional
E) competitive

Accepted Answer

The ads focus on highlighting the effectiveness of Crest White Strips compared to other products, which is characteristic of competitive advertising.

Question 3

Which of the following statements about comparative advertising is true?
A) Comparative advertising for a new brand has a negative impact on purchase intentions if a brand with high credibility is the comparison product.
B) The FCC is the only federal agency that has any regulatory power over comparative advertising.
C) Direct comparative advertisements will not decrease purchase intentions for established brands even though consumer awareness of new ones is increased.
D) Comparative advertising is highly regulated and is illegal in certain countries.
E) None of these statements about comparative advertising is true.

Accepted Answer

Comparative advertising is highly regulated and is illegal in certain countries. While the FCC has some regulatory power over comparative advertising in the United States, other countries have stricter regulations or prohibit it altogether. Additionally, studies have shown that direct comparative advertisements can decrease purchase intentions for established brands, especially if the comparison product has higher credibility. Therefore, statement A is false. Statement B is also false, as other federal agencies such as the FTC also have regulatory power over comparative advertising. Statement C is partially false because direct comparative advertisements can decrease purchase intentions for established brands, but they can also increase consumer awareness of new ones.

Question 4

Unlike advertising that establishes or maintains a company's identity,_____ advertising touts the benefits of a specific good or service.
A) selective
B) cooperative
C) advocacy
D) image
E) product

Accepted Answer

Product advertising focuses specifically on promoting the benefits of a particular good or service, rather than establishing a company's overall identity or promoting a broader cause or advocacy.

Question 5

Ads showing consumers preferring Kraft Cheese Nips to Sunshine Cheezits are an example of _____ advertising because it implies that the Kraft brand cheese crackers is superior to the Sunshine brand cheese crackers.
A) differential
B) cooperative
C) advocacy
D) comparative
E) image

Accepted Answer

The given ads are an example of comparative advertising because they compare two different brands of cheese crackers - Kraft Cheese Nips and Sunshine Cheezits - and imply that Kraft is superior to Sunshine.

Question 6

Comparative advertising is:
A) like a mirror because it compares all negative and positive features of both products
B) like a shotgun in that it compares multiple features of two products
C) like a rifle in that it only compares a single benefit or advantage
D) only used by companies at the highest level of the pyramid of corporate responsibility
E) is accurately described by none of the above

Accepted Answer

Comparative advertising typically focuses on comparing specific features or benefits of competing products, but the descriptions in options A, B, C, and D do not accurately capture the essence of comparative advertising.

Question 7

When the conservative New England Banking Company decided to hire Campbell & Cook advertising agency to launch a new advertising campaign,the agency's first step was to:
A) determine that the goal of the ads was to emphasize the bank's customer service
B) set its marketing budget
C) decide what executional style to use in the ads
D) see if sales promotion was superior to other tools within the promotion mix
E) hire a spokesperson

Accepted Answer

Before launching a new advertising campaign, it is important to determine the goal of the ads. In this case, the agency's first step was to determine that the goal of the ads was to emphasize the bank's customer service. This would help to guide the rest of the campaign, including decisions about marketing budget, executional style, and other promotional tools. Hiring a spokesperson would come later in the process.

Question 8

A(n)_____ is a specific communication task that should be accomplished for a specified target audience during a specified period of time.
A) advertising objective
B) marketing mix
C) media schedule
D) advertising life span
E) promotional mix

Accepted Answer

This definition directly relates to an advertising objective, which is a specific goal that an advertising campaign aims to achieve within a certain timeframe and for a specific audience.

Question 9

Hill's Science Diet dog food has been available at pet stores and veterinary clinics for years.Then the manufacturer of Hill's has 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 dog's with sensitive skin._____ advertising should be used for the new Hill's Science Diet for dogs with sensitive skin.
A) Pioneering
B) Innovative
C) Promotional
D) Introductory
E) Comparative

Accepted Answer

Pioneering advertising is used when a product is new to the market or when a company wants to inform consumers about a new product category. Since Hill's Science Diet for dogs with sensitive skin is a new product offering, pioneering advertising would be appropriate to introduce it to the market.

Question 10

One method used for setting advertising objectives is:
A) campaign budgeting
B) objective and task
C) the DAGMAR approach
D) percentage of sales
E) contribution margin

Accepted Answer

The DAGMAR (Defining Advertising Goals for Measured Advertising Results) approach is a method used for setting advertising objectives. It involves specific, measurable, and realistic goals for the advertising campaign, and the objective is to measure how well the campaign achieves these goals. The approach emphasizes the importance of communication effects, rather than just sales effects, in evaluating advertising effectiveness.

Question 11

An ad sponsored by Avon Cosmetics advising all women over the age of 40 to get an annual mammogram is an example of _____ advertising.
A) advocacy
B) selective
C) product
D) differential
E) image

Accepted Answer

Advocacy advertising promotes a particular point of view or cause, and in this case, Avon is advocating for women over 40 to get an annual mammogram.

Question 12

An advertising campaign:
A) may contain a wide variety of themes and slogans
B) extends for a defined period of time
C) continues for the life of the product
D) starts with determining which media will be used
E) rarely has a specific budget

Accepted Answer

An advertising campaign extends for a defined period of time, typically with a set start and end date. The other choices are incorrect as a campaign can have a specific theme or slogan, may or may not continue for the life of the product, and determining media and setting a budget are important components of planning a successful campaign.

Question 13

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 _____ advertising.
A) competitive
B) institutional
C) comparative
D) image
E) pioneering

Accepted Answer

The 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 comparative advertising, as it directly compares Pepsi to Coke and highlights the supposed advantages of choosing Pepsi over Coke.

Question 14

DAGMAR is an acronym for:
A) defining and achieving goals means advertising reach
B) developing aggressive markets
C) designing advertising with market research
D) defining advertising goals for measured advertising results
E) developing aggressive growth markets and revenues

Accepted Answer

DAGMAR stands for "defining advertising goals for measured advertising results," and is a framework for developing effective advertising campaigns. It involves setting specific, measurable, and achievable goals for the advertising campaign and then measuring the results to determine its effectiveness.

Question 15

The goal 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 favorable brand attitude.
A) pioneering
B) objective-specific
C) competitive
D) institutional
E) comparative

Accepted Answer

Competitive advertising is designed to influence demand for a specific brand of good or service and is focused on promoting the brand name, building a favorable brand attitude and recall. It is less about providing information and more about creating an emotional connection with the audience. The main goal is to set a particular brand apart from its competitors and increase its market share.

Question 16

Fujitsu runs magazine advertisements that encourage purchase of its tablet-size PC.This is an example of _____ advertising.
A) pioneering
B) circumstantial
C) product
D) advocacy
E) comparative

Accepted Answer

The advertisement is promoting a specific product, Fujitsu's tablet-size PC, which makes it an example of product advertising.

Question 17

Comparative advertising:
A) does not have high claim recall effectiveness
B) has always been legal but is in bad taste
C) allows advertisers to falsely describe the competition
D) was not allowed before the 1970s if the other brands were mentioned by name or shown
E) has high recall of the brand name of the advertised goods,but not for the named,competitive brand

Accepted Answer

Before the 1970s, comparative advertising was not allowed if the other brands were mentioned by name or shown. Afterwards, it became legal with certain regulations in place. Options A, B, and C are incorrect because comparative advertising can be effective, legal, and truthful while still being tasteful. Option E is partially correct, but comparative advertising can also have high recall for the named competitive brand.

Question 18

_____ advertising compares two or more specifically named or present competing brands on one or more specific attributes.
A) Contrasting
B) Comparative
C) Pioneering
D) Superlative
E) Differentiational

Accepted Answer

Comparative advertising directly compares two or more specific brands on one or more specific attributes.

Question 19

_____ advertising is used to stimulate demand for a new product or product category and is heavily utilized during the introductory stage of the product life cycle.
A) Comparative
B) Innovative
C) Focused
D) Image
E) Pioneering

Accepted Answer

Pioneering advertising, also known as introductory advertising, is used to create awareness and generate interest for a new product or product category. It aims to establish the product's unique features and benefits in the market and is heavily utilized during the introductory stage of the product life cycle.

Question 20

One of the problems with using aluminum foil to line casserole dishes is sticking.Reynolds Wrap has developed Release non-stick aluminum foil.Its advertising campaign for the new product describes how the new foil is superior to existing foils.Reynolds Wrap is using _____ advertising to promote Release.
A) pioneering
B) innovative
C) introductory
D) differentiational
E) focused

Accepted Answer

The answer of One of the problems with using aluminum...

Quiz 15: Advertising and Public Relations

The first step in the advertising campaign decision process is to:

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 _____ advertising.

Which of the following statements about comparative advertising is true?

Unlike advertising that establishes or maintains a company's identity,_____ advertising touts the benefits of a specific good or service.

Ads showing consumers preferring Kraft Cheese Nips to Sunshine Cheezits are an example of _____ advertising because it implies that the Kraft brand cheese crackers is superior to the Sunshine brand cheese crackers.

Comparative advertising is:

When the conservative New England Banking Company decided to hire Campbell & Cook advertising agency to launch a new advertising campaign,the agency's first step was to:

A(n) _____ is a specific communication task that should be accomplished for a specified target audience during a specified period of time.

One method used for setting advertising objectives is:

An ad sponsored by Avon Cosmetics advising all women over the age of 40 to get an annual mammogram is an example of _____ advertising.

An advertising campaign:

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 _____ advertising.

DAGMAR is an acronym for:

The goal 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 favorable brand attitude.

Fujitsu runs magazine advertisements that encourage purchase of its tablet-size PC.This is an example of _____ advertising.

Comparative advertising:

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

_____ advertising is used to stimulate demand for a new product or product category and is heavily utilized during the introductory stage of the product life cycle.