1. Describe the major types of advertising. Discuss the differences among them.
Chapter 16 – Advertising and Public Relations
2. What are the important issues that need to be considered in the process of developing advertising objectives?
3. What are the major differences between sales-based and communications-based advertising objectives?
Chapter 16 – Advertising and Public Relations
4. What is an advertising platform? What is the best way to develop a platform?
Chapter 16 – Advertising and Public Relations
5. Compare the competition-matching approach with the arbitrary approach in determining an advertising
appropriation. Which method might more easily lead to overspending or under-spending on the appropriation?
Chapter 16 – Advertising and Public Relations
6. What are the major components of a media plan? What limitations must be considered as the media plan is
implemented?
Chapter 16 – Advertising and Public Relations
7. What are the components of a print ad? What are the functions of each component?
Chapter 16 – Advertising and Public Relations
8. Describe the various methods used to evaluate the advertising effectiveness after a campaign.
Chapter 16 – Advertising and Public Relations
9. What are the advantages of using an advertising agency to develop an advertising campaign?
Chapter 16 – Advertising and Public Relations
10. What is meant by public relations? Discuss its purposes.
Chapter 16 – Advertising and Public Relations
11. Discuss how event sponsorship can be used as a public relations tool.
Chapter 16 – Advertising and Public Relations
12. Discuss four publicity-based public relations tools.
Chapter 16 – Advertising and Public Relations
13. What approaches can be used to evaluate the effectiveness of public relations programs?
Chapter 16 – Advertising and Public Relations
14. What steps should an organization take to be able to deal effectively with negative public relations?
15. Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders
is called _____ advertising.
a. institutional
b. product
c. organizational
d. pioneer
e. advocacy
Chapter 16 – Advertising and Public Relations
16. Parisian Dry Cleaners airs a series of radio ads that claim, “We are the fastest dry cleaners in town.” This
campaign would best be described as _____ advertising.
a. pioneer
b. target
c. product
d. institutional
e. advocacy
17. The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff,
and students are as well as how outstanding its academic programs are. This type of promotion would best be
characterized as _____.
a. public relations
b. product advertising
c. advocacy advertising
d. institutional advertising
e. comparative advertising
Chapter 16 – Advertising and Public Relations
18. When a company promotes its position on a public issue, this is specifically referred to as _____ advertising.
a. institutional
b. product
c. advocacy
d. issue
e. competitive
19. When Anheuser-Busch ran an advertising campaign featuring the slogan, “Know when to say when,” it was using:
a. competitive advertising.
b. public relations.
c. product advertising.
d. public service awareness.
e. advocacy advertising.
Chapter 16 – Advertising and Public Relations
20. Tropicana orange juice has a television commercial where a young boy is drinking orange juice at dinner. He
remarks that he likes the great taste of Tropicana anytime. The element of the commercial that focuses on drinking
orange juice at dinner would be best classified as _____, while the focus on the great taste of Tropicana would be
best classified as _____.
a. comparative advertising; informative advertising
b. pioneer advertising; competitive advertising
c. institutional advertising; stimulating primary demand
d. product advertising; institutional
e. comparative advertising; competitive advertising
21. The two major types of product advertising are:
a. institutional advertising and advocacy advertising.
b. pioneer advertising and competitive advertising.
c. competitive advertising and comparative advertising.
d. advocacy advertising and competitive advertising.
e. informative advertising and comparative advertising.
Chapter 16 – Advertising and Public Relations
22. The“Gotmilk?”printcampaignisadvertisingthatstimulatesdemandfora(n)_____,knownas_____advertising.
a. product category; pioneer
b. product brand; competitive
c. product category; institutional
d. brand category; pioneer
e. product; comparative
23. Which of the following lists forms of competitive advertising?
a. Pioneer, comparative, and reminder advertising
b. Reminder, repetitive, and reinforcement advertising
c. Comparative, reminder, and reinforcement advertising
d. Institutional, product, and comparative advertising
e. Product, pioneer, and reminder advertising
Chapter 16 – Advertising and Public Relations
24. WhenVolvo’sadvertisingcampaignmentionsthattheVolvoCX60hasthehighestsafetyratingofanyEuropean
sedan, it is using _____ advertising.
a. advocacy
b. comparative
c. competitive
d. defensive
e. institutional
25. Coors Inc. advertises that its beer is the only one that is kept cold from the brewery to the store. This type of
advertising is called _____.
a. advocacy advertising
b. competitive advertising
c. comparative advertising
d. defensive advertising
e. institutional advertising
Chapter 16 – Advertising and Public Relations
26. Tercile Products Company advertises a specific product heavily, and Carbone Products Company wants to offset
the effects of that advertising. In this case, Carbone would most likely employ _____ advertising.
a. competitive
b. pioneer
c. institutional
d. primary
e. target
27. Soft drink companies advertise that their products beat the competition in national “taste tests,” and they refer to the
rival brands by name. This type of advertising is best described as _____.
a. pioneer
b. advocacy
c. comparative
d. defensive
e. selective
Chapter 16 – Advertising and Public Relations
28. Brands that are promoted through comparative advertising are most likely to be _____.
a. market leaders
b. brands that are attempting to compete with market leaders
c. primarily services rather than tangible goods
d. attempting to compete on a non-price basis
e. competing in a less competitive market
29. The advertising campaign for Crest toothpaste lets consumers know about its newest flavor, and also mentions its
history as an established brand. TheadalsomentionsCrest’sadvantagesandbenefits.Crest’sadvertisingwould
be classified as _____.
a. repetitive advertising
b. reminder advertising
c. pioneer advertising
d. advocacy advertising
e. reinforcement advertising
Chapter 16 – Advertising and Public Relations