Question 1

The primary purpose of a competitive advertisement is to

Accepted Answer

The primary purpose of a competitive advertisement is to promote a specific brand's features and benefits over its competitors. It aims to persuade the audience to choose one brand over the other by highlighting the advantages of the promoted product.

Question 2

An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl,Tylenol,and Chlor-Trimeton.This is ad is an example of __________ advertising.

Accepted Answer

The ad is highlighting the advantages of Allegra over its competitors and directly comparing it to Benadryl, Tylenol, and Chlor-Trimeton. This is an example of comparative advertising, which is often used to persuade consumers to switch to a different brand or product.

Question 3

Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience __________.

Accepted Answer

Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience gender.

Question 4

The Fidelity Investments ad above highlights the advantages of its online trading service relative to Schwab,E*TRADE,and TD Ameritrade.What type of product advertisement is the Fidelity Investments ad shown above?

Accepted Answer

The Fidelity Investments ad is a comparative product advertisement as it is highlighting the advantages of its online trading service in comparison to other competitors like Schwab, E*TRADE, and TD Ameritrade.

Question 5

A recent Verizon "Share Everything" ad that describes a smartphone plan with unlimited talk and text service informs its target market about what the service is and what it can do.This ad is an example of a(n)__________ advertisement.

Accepted Answer

The ad is introducing a new service and explaining its features, which is characteristic of a pioneering product advertisement.

Question 6

TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks.Pipeline safety is becoming a big issue in the U.S.as more natural gas lines are being laid near population centers.The timing is right for this company to be extremely successful,but it must use __________ advertising so oil companies will know of its product's existence.

Accepted Answer

The product is a new and innovative approach to pipeline safety, making pioneering advertising the best choice to showcase its unique features and benefits. Pioneering advertising focuses on educating the target market about a new product or service and its benefits, as opposed to simply reminding them of existing options or competing with similar products.

Question 7

When Cadillac uses advertising to promote specific features of its Escalade hybrid,it is using which type of product advertisement?

Accepted Answer

The answer of When Cadillac uses advertising to promote specific...

Question 8

In the Campbell's Kettle Soup ad above,Campbell's is introducing its new Kettle Style soups.What type of product advertisement is this ad?

Accepted Answer

This ad is introducing a new product (Kettle Style soups), which falls under the category of pioneering product advertisement.

Question 9

Which of the following statements about comparative advertising is most accurate?

Accepted Answer

The answer of Which of the following statements about comparative...

Question 10

The key objective of competitive advertising is to

Accepted Answer

The key objective of competitive advertising is to persuade the target market to select the firm's brand rather than that of a competitor. While other options may be a part of competitive advertising, the main purpose is to create a brand preference and increase market share over competitors.

Question 11

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

Accepted Answer

The answer of Advertising that promotes a specific brand's features...

Question 12

Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

Accepted Answer

Reminder advertisements aim to remind customers about a product they already have knowledge of and have previously purchased or used. These ads are not meant to persuade, educate or compare products. Instead, they serve as a gentle reminder to the customer to consider purchasing the product again.

Question 13

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Accepted Answer

Comparative advertisements directly compare one brand's strengths and weaknesses with those of another brand in order to convince consumers to choose their brand over the competition.

Question 14

Which of the following statements about comparative advertising is most accurate?

Accepted Answer

Comparative advertisements are designed to compare the features, quality, and prices of a brand against its competitors. One of the biggest advantages of this type of advertising is that it attracts more consumer attention for the advertiser's brand. By comparing their brand to others, the advertiser can highlight its unique selling points and strengths, which can differentiate it from its competition. However, comparative advertising can also backfire if the comparison is not favorable, as it may decrease the perceived quality of the advertiser's brand. Therefore, while comparative advertising can be a useful tool for advertisers, it must be used with caution.

Question 15

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1.This is ad is an example of __________ advertising.

Accepted Answer

The ad is a comparative advertising because it compares Citrucel with Metamucil and provides evidence to support the superiority of Citrucel. The claim of 2 to 1 preference in blind taste test is aimed to persuade the consumers to choose Citrucel over Metamucil.

Question 16

A comparative ad

Accepted Answer

A comparative ad is designed to show the strengths of one brand relative to its competitors. This type of ad is often used to convince potential customers that one product is superior to its alternatives on the market.

Question 17

What type of product advertisement is the 1&1 ad shown above?

Accepted Answer

The answer of What type of product advertisement is the...

Question 18

A reminder ad

Accepted Answer

A reminder ad is designed to reinforce previous knowledge of a product. It reminds the audience of the brand and its attributes without necessarily promoting a specific feature or benefit. It is meant to keep the brand at the top of people's minds and encourage repeat purchases.

Question 19

Which of the following statements about comparative advertising is true?

Accepted Answer

Comparative advertising needs market research to provide legal support for the claims made in the ad. While comparative advertising is not banned by the FTC, it does require legal support to ensure that any claims made are truthful and not misleading. It is also not true that comparative advertising constitutes over 90% of all television ads or that it always causes more harm than good. The effectiveness of comparative advertising depends on a variety of factors, including the product category, the nature of the comparison, and the specific audience being targeted.

Question 20

A competitive (or persuasive)ad

Accepted Answer

The answer of A competitive (or persuasive)ad
...

Quiz 18: Advertising, Sales Promotion, and Public Relations

The primary purpose of a competitive advertisement is to

An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl,Tylenol,and Chlor-Trimeton.This is ad is an example of __________ advertising.

Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience __________.

The Fidelity Investments ad above highlights the advantages of its online trading service relative to Schwab,E*TRADE,and TD Ameritrade.What type of product advertisement is the Fidelity Investments ad shown above?

A recent Verizon "Share Everything" ad that describes a smartphone plan with unlimited talk and text service informs its target market about what the service is and what it can do.This ad is an example of a(n) __________ advertisement.

When Cadillac uses advertising to promote specific features of its Escalade hybrid,it is using which type of product advertisement?

In the Campbell's Kettle Soup ad above,Campbell's is introducing its new Kettle Style soups.What type of product advertisement is this ad?

Which of the following statements about comparative advertising is most accurate?

The key objective of competitive advertising is to

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

Which of the following statements about comparative advertising is most accurate?

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1.This is ad is an example of __________ advertising.

A comparative ad

What type of product advertisement is the 1&1 ad shown above?

A reminder ad

Which of the following statements about comparative advertising is true?

A competitive (or persuasive) ad