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41) 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) pioneering
D) informative
E) reinforcement
42) 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
43) 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
44) ________ advertising is often used to support the public relations plan or counter adverse
publicity.
A) Institutional
B) Reminder
C) Competitive
D) Pioneering
E) Objective
45) Which of the following is one of the forms of institutional advertising?
A) sustainable
B) persuasive
C) philanthropic
D) informational
E) advocacy
46) All of the following are alternative forms of institutional advertisements except which?
A) competitive
B) public service
C) reminder
D) pioneering
E) advocacy
47) 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.
48) Chevron placed an ad with copy reading, "Protecting the planet is everyone's job. We
Agree.," that encouraged consumers to use renewable energy. Which type of advertising was
Chevron using?
A) reminder
B) competitive
C) pioneering
D) advocacy
E) objective
49) When the Lorillard Tobacco Co. places ads discouraging teenagers from smoking, the firm is
using which type of advertising?
A) pioneering
B) competitive
C) reminder
D) comparative
E) advocacy
50) A Budweiser ad, as part of its "Responsibility Matters" campaign, promotes responsible
drinking by encouraging the use of designated drivers. This ad is an example of a(n) ________
advertisement.
A) pioneering
B) competitive
C) reminder
D) political
E) advocacy
51) 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.
52) 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.
53) 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
54) 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
55) 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) competitive
B) pioneering
C) advocacy
D) reminder
E) political
56) 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.
57) America's dairy farmers and milk processors use their "Milk Life" campaign to increase
demand for milk as it competes against other beverages. This campaign consists of ________
ads.
A) competitive institutional
B) competitive product
C) advocacy
D) pioneering product
E) pioneering institutional
58) Visit California is responsible for promoting tourism in the state and recently ran a
successful ad called "Average Joes" to share lifestyle attributes that are popular there. This is an
example of which type of advertising?
A) reminder institutional
B) competitive institutional
C) pioneering institutional
D) product advocacy
E) product differentiation
59) 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
60) The Beef Council promoted a series of ads in which the tagline was "Beef—it's what's for
dinner." The purpose of these ads was 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.
61) 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.
62) The U.S. Army sponsors advertising meant to get potential recruits to think about
opportunities with the organization that they already know exist. This is an example of a(n)
________ advertisement.
A) competitive institutional
B) competitive product
C) advocacy
D) pioneering product
E) reminder institutional
63) 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 nor any 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
64) 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.
65) 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) The Federal Communications Commission (FCC) suggests that advertising program decisions
be based on market research about the target audience.
C) The placement of the advertising depends on the target audience.
D) The size of the advertising budget should dictate the target audience.
E) Understanding the lifestyles, attitudes, and demographics of the target market is essential.
66) 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) segmentation methods
E) advertising objectives
67) 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.
68) In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2017, the cost had soared
to $5 million for a 30-second spot. The most likely reason for the escalating cost is that
A) the number of TV viewers of the Super Bowl 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.
69) ________ ads are expensive but effective; TurboTax reported that following its ad's airing, it
more than doubled the number of people talking about its brand.
A) Reinforcement
B) Online
C) Super Bowl
D) Competitive
E) Cooperative
70) While not all advertising options are as expensive as the Super Bowl, most alternatives
A) are at least 50 percent less effective.
B) have little access to desirable target markets.
C) still represent substantial financial commitments.
D) are at least 50 percent more effective.
E) are rarely watched other than on mobile devices.
71) An advertising message usually focuses on the ________ of the product that are important to
a prospective buyer in making trial and adoption decisions.
A) emotional aspects
B) price points
C) psychological aspects
D) financial risks
E) key benefits
72) Most advertising messages are made up of two elements, which are
A) rhetorical and persuasive.
B) informational and persuasive.
C) functional and creative.
D) functional and persuasive.
E) creative and rhetorical.
73) Information and persuasive content can be combined to form which common advertising
appeals?
A) sex, fear, and humor appeals
B) guilt, financial risk, and self-esteem appeals
C) joy, fear, and self-worth appeals
D) demographic, psychographic, and lifestyle appeals
E) gender, ethnicity, and reference group appeals
74) 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(n)
A) authoritarian appeal.
B) coercive appeal.
C) family appeal.
D) guilt appeal.
E) fear appeal.
75) Which of the following is an important guideline when using a 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 will 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.
76) The World Wide Fund for Nature sponsors an ad showing a person morphing into a fish with
the caption, "Stop Climate Change before It Changes You." This is an example of which type of
appeal?
A) reminder
B) fear
C) sex
D) pioneering
E) guilt
77) A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are
discussing the dangers of carbon monoxide poisoning and how purchasing and using the
advertised product can avert disaster. Such advertisements use
A) compassionate appeals.
B) guilt appeals.
C) family appeals.
D) fear appeals.
E) coercive appeals.
78) Life insurance companies like Prudential hope to get you to worry about how your loved
ones will provide for themselves once you have passed away. 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
A) fear appeal.
B) rhetorical appeal.
C) life-cycle appeal.
D) humorous appeal.
E) security appeal.
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 extreme or dangerous ideologies.
80) When the Office of National Drug Control Policy ran an ad with the headline, "Marijuana
harmless? Didn't see the merging truck," it was using which type of ad appeal?
A) humor
B) fear
C) sex
D) nostalgic
E) guilt
