Deck 16: Advertising, Sales Promotion, and Public Relations

Question 1

Verizon's ad for its new IN calling and messaging service informs the target market about what the service is and what it can do.It is an example of a(n) __________ ad.

A)reminder institutional
B)informational institutional
C)reminder product
D)competitive product
E)pioneering product

Answer 1

E

Question 2

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

A)institutional
B)differentiation
C)pioneering
D)competitive
E)reminder

Answer 2

D

Question 3

Product advertisements focus on selling _________.

A)security or a sense of well-being
B)an idea or concept
C)and emotion or feeling
D)an industrial good
E)a good or service

Answer 3

E

Question 4

The three primary types of product advertisement are _________.

A)pioneering, institutional, and informational
B)informational, psychological, and reminder
C)pioneering, competitive, and reminder
D)competitive, persuasive, and institutional
E)cognitive, emotional, and psychological

Question 5

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as _________.

A)publicity
B)sales promotion
C)advertising
D)personal selling
E)direct marketing

Question 6

Unlike traditional advertising, 3-D advertising is an opportunity for advertisers to

A)sell more products to consumers.
B)immerse consumers in an experience.
C)use subliminal messages more effectively.
D)reduce the cost of advertising in traditional media.
E)upsell consumers on additional products and services.

Question 7

Advertisements are prepared for different purposes, but they basically consist of two types:

A)product advertisements and institutional advertisements.
B)pre-purchase advertisements and post-purchase advertisements.
C)promotional advertisements and reinforcement advertisements.
D)promotional advertisements and informative advertisements.
E)product advertisements and service advertisements.

Question 8

Advertising refers to

A)any non-paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor.
B)any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor.
C)any paid form of personal communication about an organization, good, service, or idea by an identified sponsor.
D)any nonpaid form of personal communication about an organization, good, service, or idea by an unidentified sponsor.
E)any paid form of nonpersonal communication about an organization, good, service, or idea by an unidentified sponsor.

Question 9

reminder, are referred to as

A)product advertisements.
B)service advertisements.
C)cyclical advertisements.
D)persuasive advertisements.
E)coordinated advertisements.

Question 10

The primary purpose of a pioneering advertisement is to

A)promote a specific brand's features and benefits.
B)tell people what a product is, what it can do, and where it can be found.
C)show one brand's strengths relative to those of competitors.
D)reinforce previous knowledge of a product.
E)build goodwill or an image for an organization rather than promote a specific product or service.

Question 11

Another name for pioneering advertising is _________.

A)awareness advertising
B)persuasive advertising
C)prospecting advertising
D)differentiation advertising
E)informational advertising

Question 12

Pioneering advertisements would most likely be used during which stage of a product's life cycle?

A)introduction
B)harvesting
C)maturity
D)growth
E)decline

Question 13

The first 3-D advertisements were 30-second spots on

A)American Idol.
B)the Super Bowl.
C)Tiger Woods PGA tour.
D)the Vancouver Winter Olympics.
E)Barack Obama's Presidential inauguration.

Question 14

DreamWorks' CEO Katzenberg considered __________ the company's first __________ movie "...a real revolution." It was so important that all future DreamWorks movies would incorporate this technology.

A)Monsters vs.Aliens; 3D
B)Toy Story; digitally enhanced
C)Kung Fu Panda; HD
D)Oobermind; HD Dolby
E)Shrek the Musical; Sound synthetization

Question 15

The three primary types of product advertisement are, _________, and reminder.

A)industrial
B)competitive
C)pioneering
D)informational
E)psychological

Question 16

Product advertisements refer to

A)advertisements that focus on a product class rather than on an individual brand and which take the form of (1) industrial, (2) social, and (3) governmental.
B)advertisements that focus on selling a good or service and which take three forms: (1) awareness, (2) interest, and (3) adoption.
C)advertisements that focus on counteracting negative opinions and which may take three forms (1) defensive, (2) offensive, or (3) deflection.
D)advertisements that focus on selling a good or service and which take three forms: (1) pioneering (or informational), (2) competitive (or persuasive), and (3) reminder.
E)advertisements that focus on clarifying misconceptions and which may take three forms (1) instructional, (2) reprimand, or (3) placation.

Question 17

The key objective of a pioneering ad is to

A)promotes a specific brand's features and benefits.
B)tells people what a product is, what it can do, and where it can be found.
C)shows one brand's strengths relative to those of competitors.
D)reinforces previous knowledge of a product.
E)promotes the advantages of one product class over another.

Question 18

The three primary types of product advertisement are _________, competitive, and reminder.

A)informational
B)psychological
C)industrial
D)persuasive
E)pioneering

Question 19

The three primary types of product advertisement are pioneering, competitive, and _________.

A)industrial
B)reminder
C)persuasive
D)psychological
E)informational

Question 20

TransWave International is a small company that has developed a system that uses the Web 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.

A)reminder
B)objective
C)pioneering
D)competitive
E)institutional

Question 21

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

A)advocacy
B)reminder
C)differentiation
D)comparative
E)competitive institutional

Question 22

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

A)Comparative advertisements now constitute over 90% of all television ads.
B)Comparative advertisements attract more consumer attention to the advertiser's brand.
C)Comparative advertisements can decrease the perceived quality of the advertiser's brand.
D)Comparative advertisements have been banned by the Federal Trade Commission.
E)Comparative advertisements can, and often, do more harm than good.

Question 23

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

A)reminder
B)competitive
C)pioneering
D)institutional
E)differentiation

Question 24

The purpose of a reminder advertisement is to

A)promote a specific brand's features and benefits.
B)tell people what a product is, what it can do, and where it can be found.
C)state the position of a company on an issue.
D)reinforce previous knowledge of a product.
E)promote the advantages of one product class over another.

Question 25

The primary purpose of a competitive advertisement is to

A)promote a specific brand's features and benefits.
B)tell people what a product is, what it can do, and where it can be found.
C)show one brand's strengths relative to those of competitors.
D)reinforce previous knowledge of a product.
E)promote the advantages of one product class over another.

Question 26

The key objective of competitive advertising is to

A)tell people what a product is, what it can do, and where it can be found.
B)show one brand's strengths relative to those of competitors.
C)reinforce previous knowledge of a product.
D)promote the advantages of one product class over another.
E)persuade the target market to select the firm's brand rather than that of a competitor.

Question 27

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

A)reinforcement
B)comparative
C)persuasive
D)informative
E)reminder

Question 28

An ad for Campbell's soup reads, "We haven't changed that great taste your family's always loved." This is an example of __________ advertising.

A)advocacy
B)comparative
C)persuasive
D)informative
E)reminder

Question 29

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 ad is an example of __________ advertising.

A)reinforcement
B)comparative
C)persuasive
D)informative
E)reminder

Question 30

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 _________.

A)gender
B)income
C)ethnicity
D)education
E)occupation

Question 31

An FTD ad shows a woman holding a very large vase of flowers.The background is red and the only text in the ad is "Valentine's Day." What type of ad is this?

A)parity
B)direct sales
C)pioneering
D)comparative
E)reminder

Question 32

FIGURE 16-1
is an example of which type of advertising?

A)reminder
B)comparative
C)pioneering
D)institutional
E)differentiation

Question 33

Reinforcement ads are reminder ads that

A)repeat the original theme in a slightly varied form to help avoid burnout.
B)repeat ad campaigns that have been used before in order to remind customers of past loyalty.
C)reassure consumers they have made the correct choice in choosing the product.
D)reaffirm a company's position on an issue of importance or interest.
E)reassure the company it has made the right choice in advertising the product.

Question 34

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as _________.

A)product advertisements
B)public service announcements
C)institutional advertisements
D)reminder advertisements
E)repositioning advertisements

Question 35

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

A)Comparative advertisements now constitute over 90% of all television ads.
B)Comparative advertisements attract less consumer attention in the advertiser's brand.
C)Comparative advertisements increase the perceived quality of the advertiser's brand.
D)Comparative advertisements have been banned by the Federal Trade Commission.
E)Comparative advertisements can, and often, do more harm than good.

Question 36

Reminder advertisements are especially effective for products in which stage of the product life cycle?

A)introduction
B)maturity
C)harvesting
D)growth
E)entry

Question 37

The objective of institutional advertisements is to _________, rather than promote a specific product or service.

A)generate support for nonprofit organizations
B)increase frequency of purchases of new products
C)tout the competitive advantages of one industry over another
D)build goodwill or an image for an organization
E)promote alternative uses for a product class

Question 38

FIGURE 16-2
is an example of which type of advertising?

A)reminder
B)competitive
C)pioneering
D)institutional
E)differentiation

Question 39

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

A)advocacy
B)comparative
C)persuasive
D)informative
E)reminder

Question 40

Which of the following statements about comparative advertising is true?

A)Comparative advertisements now constitute over 90% of all television ads.
B)Comparative advertisements attract less consumer attention in the advertiser's brand.
C)Comparative advertisements need market research to provide legal support for their claims.
D)Comparative advertisements have been banned by the Federal Trade Commission.
E)Comparative advertisements can, and often, do more harm than good.

Question 41

When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform customers.

A)pioneering
B)competitive
C)advocacy
D)reminder
E)political

Question 42

The purpose of reminder institutional advertisements is to

A)promote a specific brand's features and benefits.
B)tell people what a company is, what it can do, and where it is located.
C)state the position of a company on an issue.
D)bring the company's name to the attention of the target market again.
E)promote the advantages of one product class over another.

Question 43

There are four commonly used forms of institutional advertising: advocacy, pioneering, _________, and reminder.

A)differentiation
B)philanthropic
C)persuasive
D)competitive
E)informational

Question 44

The purpose of competitive institutional advertisements is to

A)promote a specific brand's features and benefits.
B)tell people what a company is, what it can do, and where it is located.
C)state the position of a company on an issue.
D)reinforce previous knowledge of a product.
E)promote the advantages of one product class over another.

Question 45

There are four commonly used forms of institutional advertising: _________, pioneering, competitive, and reminder.

A)differentiation
B)persuasive
C)philanthropic
D)informational
E)advocacy

Question 46

The purpose of an advocacy advertisement is to

A)tell people what a company is, what it can do, and where it is located.
B)state the position of a company on an issue.
C)reinforce previous knowledge of a product.
D)promote the advantages of one product class over another.
E)promote a specific brand's features and benefits.

Question 47

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking, they are using which type of advertising?

A)pioneering institutional
B)competitive institutional
C)comparative institutional
D)advocacy
E)reminder

Question 48

America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk as it competes against other beverages.This campaign is a(n) __________ campaign.

A)competitive institutional
B)competitive product
C)advocacy
D)pioneering product
E)pioneering institutional

Question 49

The state of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice.The goal of these ads is to increase demand for orange juice as it competes with other beverages.This is an example of a(n) __________ advertisement.

A)competitive institutional
B)competitive product
C)product advocacy
D)pioneering product
E)pioneering institutional

Question 50

Institutional advertisement that tell people what a company is, what it can do, and where it is located is referred to as

A)competitive institutional advertisement.
B)competitive product advertisement.
C)reminder institutional advertisement.
D)advocacy institutional advertisement.
E)pioneering institutional advertisement.

Question 51

The Beef Council promotes a series of ads in which the tag line is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef.This type of ad is a(n) _________.

A)reminder institutional
B)competitive institutional
C)pioneering institutional
D)product differentiation
E)product advocacy

Question 52

There are four commonly used forms of institutional advertising: advocacy, _________, competitive, and reminder.

A)differentiation
B)persuasive
C)philanthropic
D)informational
E)pioneering

Question 53

There are four commonly used forms of institutional advertising: advocacy, pioneering, competitive, and _________.

A)differentiation
B)philanthropic
C)reminder
D)persuasive
E)informational

Question 54

Often __________ advertising is used to support the public relations plan or counter adverse publicity.

A)reminder
B)competitive
C)pioneering
D)institutional
E)objective

Question 55

The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by Miller beer encouraging the responsible use of alcohol, are __________ advertisements.

A)pioneering institutional
B)reminder institutional
C)competitive institutional
D)advocacy
E)political

Question 56

FIGURE 16-3
is an example of which type of advertising?

A)reminder institutional
B)competitive institutional
C)pioneering institutional
D)product advocacy
E)product differentiation

Question 57

When Chevron places ads encouraging consumers to use less energy it is using which type of advertising?

A)reminder institutional
B)competitive institutional
C)pioneering institutional
D)advocacy
E)encouragement

Question 58

Recent Bayer ads stating "We cure more headaches than you think" are intended to inform consumers that the company produces many products in addition to aspirin.What type of ad is this?

A)pioneering institutional
B)competitive institutional
C)reminder institutional
D)political
E)advocacy

Question 59

The purpose of pioneering institutional advertisements is to

A)promote a specific brand's features and benefits.
B)tell people what a company is, what it can do, and where it is located.
C)state the position of a company on an issue.
D)reinforce previous knowledge of a product.
E)promote the advantages of one product class over another.

Question 60

An ad for an international consulting firm was intended to communicate the company philosophy-that you can be big and nimble at the same time-rather than sell any one particular service provided by the company.The ad is an example of __________ advertising.

A)pioneering institutional
B)competitive institutional
C)reminder institutional
D)advocacy
E)political

Question 61

When developing the advertising program, specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

A)financial goals
B)time constraints
C)pricing constraints
D)target audiences
E)promotion objectives

Question 62

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as _________.

A)authoritarian appeals
B)coercive appeals
C)family appeals
D)fear appeals
E)sex appeals

Question 63

In 1990 a 30-second ad during the Super Bowl cost $700,000.In 2010 the cost was $3 million.The reason for the escalating cost is

A)the ads are much more elaborate.
B)the TV stations know the advertisers will pay more.
C)the number of viewers is growing.
D)the ad agencies have dramatically increased their fees.
E)companies that run Super Bowl ads do not have to run any other ads all year long.

Question 64

The first decision in developing an advertising program is to

A)set the budget.
B)state the mission of the advertising program.
C)identify the target audience.
D)select the appeal.
E)select the media.

Question 65

Which of the following is an important guideline when using fear appeal?

A)Make sure the advertisement is still appropriate for viewing by children.
B)Make the appeal so strong that it appears humorous.
C)Don't make the appeal so strong that consumers want to "tune out" the advertisement.
D)Avoid any reference to death or dying.
E)Make sure to emphasize that the outcome rests in the viewers' hands.

Question 66

Life insurance companies like Prudential attempt to appeal to a person's sense of "Don't wait until it's too late." They hope to get people to worry about how their loved ones will provide for themselves once he/she is dead.They paint a very gloomy picture of the possible consequences of not having life insurance, and they make a point of recommending that you act immediately because you never know when it is going to be too late.This is an example of _________.

A)rhetorical appeal
B)life cycle appeal
C)humorous appeal
D)security appeal
E)fear appeal

Question 67

Which of the following statements describes a potential problem with using sex appeals in advertising?

A)What men find sexy, most women do not.
B)What women find sexy, men do not.
C)Sex in advertising typically appeals to only younger audiences.
D)An ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent.
E)Sex in advertising alienates a large segment of the conservative right.

Question 68

When developing the promotion program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and _________.

A)identifying the target audience
B)evaluating a campaign
C)designing the advertising
D)pretesting the advertising
E)scheduling the advertising program

Question 69

The army branch of the U.S.military sponsors a campaign directed toward potential recruits and to inform them of the opportunities in the army.What type of ad is this type of advertising?

A)reminder institutional
B)competitive institutional
C)pioneering institutional
D)advocacy
E)objective

Question 70

Movies promoted on the Super Bowl achieve __________ more revenue than movies not promoted on the Super Bowl; E*Trade increased the number of new accounts by 32 percent in the week after the game; and Go Daddy estimates that it received $11.7 million in publicity as a result of its ads.

A)10%
B)20%
C)30%
D)40%
E)70%

Question 71

Bebe is a contemporary women's clothing store.When Bebe uses evocative imagery in its advertising it is using which type of advertising appeal?

A)reminder
B)fear
C)sex
D)guilt
E)self-esteem

Question 72

Information and persuasive content can be combined in the form of

A)sex, fear, and humor appeal.
B)guilt, financial risk, self-esteem.
C)sex, fear, and self-worth.
D)demographics, psychographics, and lifestyle.
E)gender, ethnicity, and reference group.

Question 73

An ad for Conesco Insurance asks the question, "How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show.The idea that she will not have the care she needs because she failed to consider the future when she was young is an example of a _________.

A)rhetorical appeal
B)life cycle appeal
C)humorous appeal
D)security appeal
E)fear appeal

Question 74

An advertising message usually focuses on __________ that are important to a prospective buyer in making trial and adoption decisions.

A)emotional aspects
B)company policies
C)the psychological aspects
D)the financial risks
E)the key benefits of the product

Question 75

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name or sign of a product in the ad.This ad was an example of __________ advertising.

A)competitive institutional
B)competitive product
C)advocacy
D)pioneering product
E)reminder institutional

Question 76

When the office of National Drug Control Policy ran an ad with the headline: "Marijuana Harmless?" and the statement "Didn't see merging truck" it was using which type of ad appeal?

A)reminder
B)advocacy
C)guilt
D)fear
E)sex

Question 77

Most advertising messages are made up of two types of elements

A)expository and persuasional.
B)informational and persuasional.
C)informational and creative.
D)functional and persuasional.
E)creative and expository.

Question 78

The testimonial type ads for carbon dioxide detectors feature parents who are discussing the dangers of carbon monoxide poisoning.In many of the ads, the homeowners tell the target audience how disaster can be averted by purchasing and using the advertised product.Such advertisements are using _________.

A)authoritarian appeals
B)guilt appeals
C)fear appeals
D)family appeals
E)coercive appeals

Question 79

A political ad that incorporates a fear appeal would most likely be expressed as

A)religious repercussions after death.
B)disenfranchisement from mainstream society.
C)a lack of patriotic responsibility.
D)a lack of self-respect or self-worth.
E)warnings against the rise of other, unpopular ideologies.

Question 80

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as _________.

A)authoritarian appeals
B)coercive appeals
C)family appeals
D)guilt appeals
E)fear appeals