Deck 15: Advertising, Sales Promotion, and Public Relations

Question 1

Advertising refers to

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

Answer 1

D

Question 2

Informational ads, particularly those with specific information, have been found to be interesting, convincing, and

A)inexpensive.
B)humorous.
C)expensive.
D)effective.
E)competitivE.Informational ads, particularly those with specific information, have been found to be interesting, convincing, and effective.

Answer 2

D

Question 3

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

Answer 3

C

Question 4

Product advertisements focus on selling __________.

A)publicity
B)an emotion or a feeling
C)a sense of well-being
D)goodwill
E)a product or service

Question 5

The three primary types of product advertisements are __________, competitive, and reminder.

A)goodwill
B)industrial
C)persuasive
D)pioneering
E)subliminal

Question 6

Another name for pioneering advertising is __________ advertising.

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

Question 7

The three primary types of product advertisements are __________.

A)pioneering, institutional, and informational
B)humor, sex, and fear
C)pioneering, competitive, and reminder
D)competitive, subliminal, and institutional
E)cognitive, affective, and behavioral

Question 8

The primary purpose of a pioneering product advertisement is to

A)tell people what the company is, what it can do, and where it is located.
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.The primary purpose of a pioneering product advertisement is to tell people what a product is, what it can do, and where it can be found.

Question 9

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

A)informational
B)competitive
C)industrial
D)institutional
E)subliminal

Question 10

Product advertisements refer to advertisements that focus on

A)a product class rather than on an individual brand.
B)building goodwill or an image for an organization.
C)counteracting negative opinions.
D)selling a product or service.
E)clarifying misconceptions.

Question 11

Advertisers are excited about online TV because

A)ads look better on high definition (HD) computer screens.
B)it will offer target audiences who are engaged.
C)there will be more advertising space available.
D)it uses old technology so investment is minimal.
E)measuring TV viewership will be easier.

Question 12

The key objective of a pioneering ad is to

A)promote a specific brand's features and benefits.
B)show one brand's strengths relative to those of competitors.
C)inform the target market.
D)reinforce previous knowledge of a product.
E)promote the advantages of one product class over another.

Question 13

Television rating company Nielsen has labeled which of the following the "Zero TV" households?

A)those who watch absolutely no television programming
B)traditional broadcast viewers
C)online TV viewers
D)satellite TV viewers
E)cable TV viewers

Question 14

The next big change coming to television advertising will most likely be

A)OTV or online TV.
B)digital video recorders (DVRs).
C)16 K Ultra HD satellite TV.
D)90-second commercials.
E)iPad remote controls.

Question 15

Advertisements that focus on selling a product or service and which can take three forms - pioneering (or informational), competitive (or persuasive), and reminder - are referred to as

A)product advertisements.
B)service advertisements.
C)persuasive advertisements.
D)institutional advertisements.
E)cooperative advertisements.

Question 16

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

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

Question 17

Advertisements basically consist of two types: __________ and __________.

A)prepurchase; postpurchase
B)promotional; reinforcement
C)promotional; informative
D)product; service
E)product; institutional

Question 18

In the Welch's ad above, Welch's is introducing its new Farmer's Pick juice. What type of product advertisement is this ad?

A)reminder
B)pioneering
C)reinforcement
D)comparative
E)competitive

Question 19

Pioneering advertisements would most likely be used during which stage of the product life cycle?

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

Question 20

A pioneering (or informational) ad

A)reinforces previous knowledge of a product.
B)assures current users they made the right choice.
C)promotes a specific brand's features and benefits.
D)tells people what a product is, what it can do, and where it can be found.
E)shows one brand's strengths relative to those of competitors.

Question 21

A reminder ad

A)reinforces previous knowledge of a product.
B)assures current users they made the right choice.
C)promotes a specific brand's features and benefits.
D)tells people what a product is, what it can do, and where it can be found.
E)shows one brand's strengths relative to those of competitors.

Question 22

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 23

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

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

Question 24

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

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

Question 25

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 for 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, cause more harm than good.

Question 26

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)reminder
B)pioneering
C)reinforcement
D)comparative
E)rivalry

Question 27

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 28

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

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

Question 29

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

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

Question 30

The primary purpose of a competitive advertisement is to

A)tell people what a product is, what it can do, and where it can be found.
B)assure current users they made the right choice.
C)reinforce previous knowledge of a product.
D)promote a specific brand's features and benefits.
E)promote the advantages of one product class over another.

Question 31

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

Question 32

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.

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

Question 33

A comparative ad

A)reinforces previous knowledge of a product.
B)assures current users they made the right choice.
C)promotes a specific brand's features and benefits.
D)tells people what a product is, what it can do, and where it can be found.
E)shows one brand's strengths relative to those of competitors.

Question 34

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 for 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, cause more harm than good.

Question 35

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

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

Question 36

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.

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

Question 37

A competitive (or persuasive) ad

A)reinforces previous knowledge of a product.
B)assures current users they made the right choice.
C)promotes a specific brand's features and benefits.
D)tells people what a product is, what it can do, and where it can be found.
E)shows one brand's strengths relative to those of competitors.

Question 38

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

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

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

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)education
C)income
D)ethnicity
E)occupation

Question 41

The Dial Soap ad with the tag line, "Aren't you glad you use Dial? Don't you wish everybody did?" is an example of which type of advertising?

A)fear appeal
B)competitive
C)pioneering
D)institutional
E)reinforcement

Question 42

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

A)Institutional
B)Reminder
C)Competitive
D)Pioneering
E)Objective

Question 43

Budweiser, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. Ads in this campaign are an example of __________ advertisements.

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

Question 44

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

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

Question 45

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

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

Question 46

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

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

Question 47

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 purchase 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 48

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

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

Question 49

The purpose of an advocacy advertisement 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 50

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 "Mother's Day." What type of ad is this?

A)special occasion
B)subliminal
C)reminder
D)pioneering
E)comparative

Question 51

A reinforcement ad

A)reinforces previous knowledge of a product.
B)assures current users they made the right choice.
C)promotes a specific brand's features and benefits.
D)tells people what a product is, what it can do, and where it can be found.
E)shows one brand's strengths relative to those of competitors.

Question 52

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

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

Question 53

Reinforcement ads are reminder ads that

A)assure current users they made the correct choice in choosing the product.
B)reinforce previous knowledge of a product.
C)repeat ad campaigns that have been used before in order to remind consumers of how good the ads were.
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 54

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

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

Question 55

The purpose of pioneering institutional advertisements is to

A)promote a specific brand's features and benefits.
B)inform 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 56

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

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

Question 57

What type of product advertisement is the Dove Promises Chocolate ad above?

A)pioneering
B)reminder
C)reinforcement
D)comparative
E)competitive

Question 58

All of the following are alternative forms of institutional advertisements EXCEPT:

A)competitive
B)public service
C)reminder
D)pioneering
E)advocacy

Question 59

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)reinforcement

Question 60

Chevron placed an ad stating that, "Protecting the planet is everyone's job. We Agree.," and encouraged consumers to use renewable energy. Which type of advertising was Chevron using?

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

Question 61

In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2014, the cost had soared to $4 million for a 30-second spot. The most likely reason for the escalating cost is that

A)the number of TV viewers for the Super Bowl since 1990 has grown substantially.
B)the ads are much more elaborate and therefore more expensive to produce.
C)the NFL knows advertisers will pay anything it wants.
D)the ad agencies have dramatically increased their creative and production fees.
E)the companies that create Super Bowl ads do not have to run any other ads all year long.

Question 62

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

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

Question 63

__________ ads are effective; GoDaddy reported that the day following the airing of the ad above was the biggest sales day in company history.

A)reinforcement
B)online
C)Super Bowl
D)competitive
E)cooperative

Question 64

The U.S. Army sponsors advertising meant to get potential recruits to think about opportunities with the Army that they already known exist. This is an example of a(n) __________ advertisement.

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

Question 65

America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk relative to other beverages. This campaign would consist of __________ ads.

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

Question 66

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 67

The "Got Milk?" ad shown above is an example of which type of advertising?

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

Question 68

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 69

Which of the following is NOT an aspect of identifying the target audience for an advertisement?

A)The scheduling of the advertising can depend on the target audience.
B)Understanding the demographics of the target market is essential.
C)The placement of the advertising depends on the target audience.
D)The Federal Trade Commission (FTC) suggests that advertising program decisions be based on market research about the target audience.
E)Understanding the lifestyles and attitudes of the target market is essential.

Question 70

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

A)product or service features
B)time constraints
C)pricing constraints
D)target audiences
E)advertising objectives

Question 71

Bridgestone uses institutional __________ ads in its "One Team. One Planet" campaign to inform people about its rubber tree farms, tire recycling, and environmentally friendly factories.

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

Question 72

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 73

The first decision in developing an advertising program is to

A)set the budget.
B)specify the advertising objectives.
C)identify the target audience.
D)select the appeal.
E)select the media.

Question 74

When developing the advertising 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 75

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 advertisement
B)competitive institutional advertisement
C)advocacy institutional advertisement
D)reminder institutional advertisement
E)subliminal institutional advertisement

Question 76

For Super Bowl XLVII (2013), there were about __________ viewers.

A)1.2 million
B)3.8 million
C)68 million
D)111 million
E)3.8 billion

Question 77

An advertisement that informs people what a company is, what it can do, and where it is located is referred to as a(n)

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

Question 78

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 __________ advertisement.

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

Question 79

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

Question 80

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

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