Core: Marketing, 8e (Kerin)
Chapter 16 Advertising, Sales Promotion, and Public Relations
1) Advertisers are expecting and planning for large growth in
A) virtual and augmented reality.
B) direct-to-DVR.
C) 16K Ultra HD satellite TV.
D) 90-second commercials.
E) commercials broadcast on home control technology.
2) Advertisers are enthusiastic about virtual reality because
A) ads look better on high definition (HD) computer screens.
B) it captures a user’s undivided attention.
C) there will be more advertising space available.
D) it uses inexpensive technology so investment is minimal.
E) measuring TV viewership will be easier.
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.
4) Advertising refers to
A) any nonpaid 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.
5) Advertisements basically consist of two types:
A) prepurchase and post-purchase.
B) promotional and reinforcement.
C) promotional and informative.
D) product and service.
E) product and institutional.
6) Product advertisements are advertisements that focus on
A) promoting a product class or category rather than an individual brand’s offering.
B) building goodwill or an image for an organization.
C) counteracting negative opinions.
D) selling a product or service.
E) clarifying misconceptions.
7) ________ can take three forms: pioneering (or informational), competitive (or persuasive),
and reminder.
A) Product advertisements
B) Service advertisements
C) Persuasive advertisements
D) Institutional advertisements
E) Cooperative advertisements
8) 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.
9) Which of the following is one of the three primary types of product advertisements?
A) goodwill
B) industrial
C) persuasive
D) pioneering
E) subliminal
10) 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.
11) Another name for pioneering advertising is ________ advertising.
A) differentiation
B) persuasive
C) prospecting
D) awareness
E) informational
12) Pioneering advertisements would most likely be used during which stage of the product life
cycle?
A) introduction
B) decline
C) maturity
D) acceleration
E) growth
13) A pioneering advertisement should
A) tell people what the company values are, and share its successes and advancements.
B) inform the target market about 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.
14) The key objective of a pioneering ad is to
A) provide concrete evidence for comparison of a product’s features and benefits.
B) show one brand’s strengths relative to those of competitors.
C) inform the target market about a newly introduced product.
D) reinforce previous knowledge of a product.
E) promote the advantages of one product class over another.
15) 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.
16) A Mercedes-Benz ad features the introduction of its new self-driving car. What type of
product advertisement is this ad?
A) reminder
B) pioneering
C) reinforcement
D) comparative
E) competitive
17) When the Campbell Soup Co. introduced its new Slow Kettle Style Soups, its advertising
touted restaurant-quality soup with authentic ingredients and unique flavors available at the
grocery store. What type of product advertisement was it most likely using in its ads?
A) reminder
B) pioneering
C) reinforcement
D) comparative
E) competitive
18) 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 includes and how it can improve
communication. This ad is an example of ________ advertisement.
A) a reminder product
B) a reminder institutional
C) a competitive product
D) an informational institutional
E) a pioneering product
19) 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. With
recent growth in the natural gas industry, the timing is right for this company’s success, but it
must use ________ advertising so oil and gas companies will know of its product’s existence.
A) reminder
B) competitive
C) pioneering
D) institutional
E) objective
20) 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
21) 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.
22) 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 a brand’s values and history.
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.
23) 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
24) 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
25) 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.
26) Which of the following statements about comparative advertisements is most accurate?
A) They now constitute over 90 percent of all television ads.
B) They often attract more consumer attention for the advertiser‘s brand.
C) They can decrease the perceived quality of the advertiser’s brand.
D) They have been banned by the Federal Trade Commission.
E) They can, and often do, cause more harm than good.
27) Which of the following statements about comparative advertising is true?
A) Comparative advertisements are illegal in the United States.
B) Comparative advertisements are disliked by most consumers and thus attract negative
attention for the advertiser’s brand.
C) Comparative advertisements need market research to provide legal support for their claims.
D) Comparative advertisements are a form of institutional advertising.
E) Comparative advertisements are rarely constructed to be persuasive.
28) A recent Progressive ad highlights its competitive rates compared to other auto insurers.
What type of product advertisement is the Progressive ad?
A) reminder
B) pioneering
C) reinforcement
D) comparative
E) persuasive
29) A Fidelity Investments ad 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?
A) reminder
B) pioneering
C) reinforcement
D) comparative
E) competitive
30) 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
31) Advertisements that reinforce previous knowledge of a product are referred to as ________
advertisements.
A) advocacy
B) comparative
C) persuasive
D) informative
E) reminder
32) A reminder ad
A) reinforces previous knowledge of a product.
B) states the position of a company on an issue.
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.
33) 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
34) A Duracell print ad shows a Christmas gift with the tagline “Tip: Don’t forget the batteries!”
making it what type of product advertisement?
A) advocacy
B) reminder
C) reinforcement
D) comparative
E) competitive
35) A popular local car dealership runs television commercials in the fall featuring vehicles
driving in deep snow, and recommends its services to winterize cars and trucks before the snow
falls. What type of ad is this?
A) seasonal
B) subliminal
C) reminder
D) pioneering
E) comparative
36) 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.
37) 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
38) 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
39) 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
40) 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