41) ________ advertising is often used to support the public relations plan or counter adverse
publicity.
A) Institutional
B) Reminder
C) Competitive
D) Pioneering
E) Objective
42) Which of the following is one of the commonly used forms of institutional advertising?
A) sustainable
B) persuasive
C) philanthropic
D) informational
E) advocacy
43) All of the following are alternative forms of institutional advertisements except which?
A) competitive
B) public service
C) reminder
D) pioneering
E) advocacy
44) 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.
45) 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
46) 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
47) 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 ________
advertisement.
A) a pioneering
B) a competitive
C) a reminder
D) a political
E) an advocacy
48) 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.
49) An advertisement that informs people what a company is, what it can do, and where it is
located is referred to as
A) a competitive institutional advertisement.
B) a competitive product advertisement.
C) a reminder institutional advertisement.
D) an advocacy institutional advertisement.
E) a pioneering institutional advertisement.
50) 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
51) 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
52) 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
53) 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.
54) America’s dairy farmers and milk processors use their “Milk Life” campaign to increase
demand for milk relative to other beverages. This campaign consists of ________ ads.
A) competitive institutional
B) competitive product
C) advocacy
D) pioneering product
E) pioneering institutional
55) 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 an
example of which type of advertising?
A) reminder institutional
B) competitive institutional
C) pioneering institutional
D) product advocacy
E) product differentiation
56) The State of Florida’s 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
57) 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) a reminder institutional ad.
B) a pioneering institutional ad.
C) a product institutional ad.
D) a competitive institutional ad.
E) an advocacy ad.
58) 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.
59) The U.S. Air Force 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) reminder institutional
B) competitive institutional
C) pioneering institutional
D) advocacy
E) subliminal institutional
60) An ad for Mercedes-Benz automobiles 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
61) 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.
62) 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.
63) 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
64) 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.
65) In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2018, 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 networks that broadcast the game knows advertisers will pay anything they want.
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.
66) ________ ads are expensive but effective: Pepsi ads led to 3,932,000 views on its website,;
Weathertech increased customer engagement by 225 percent; and a study of movies released
after their ads ran showed an increase of $8.4 million in opening weekend revenue.
A) Reinforcement
B) Online
C) Super Bowl
D) Competitive
E) Cooperative
67) 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
68) 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) informational and rhetorical.
69) 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) guilt, fear, and self-worth appeals
D) demographic, psychographic, and lifestyle appeals
E) gender, ethnicity, and reference group appeals
70) 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) an authoritarian appeal.
B) a coercive appeal.
C) a family appeal.
D) a guilt appeal.
E) a fear appeal.
71) 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.
72) 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
73) 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.
74) 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.
75) 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.
76) 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
77) 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) an authoritarian appeal.
B) a coercive appeal.
C) a family appeal.
D) a fear appeal.
E) a sex appeal.
78) A potential problem with using sex appeals in advertising is that
A) what men find sexy, most women do not, and vice versa.
B) dds using sex appeal do not attract as much attention as those using other appeals.
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 too large a segment of typical audiences.
79) All of the following statements are true about using sex appeals in advertising except which?
A) Sexual content is most effective when there is a strong fit between the use of a sex appeal in
the ad and the image and positioning of the brand.
B) Sex appeals increase attention by helping advertising stand out in today’s cluttered media
environment.
C) Sexual content in ads does not always lead to changes in recall, recognition, or purchase
intent.
D) Sex appeals can be found in almost any product category, from automobiles to toothpaste.
E) When using sex appeals, the advertiser must be sure that the appeal is strong enough to get the
audience’s attention and concern but not so strong that it will lead them to tune out the message.
80) When bebe, a contemporary women’s clothing store, uses pictures in its advertising to
“attract customers who are intrigued by the playfully sensual and evocative imagery of the bebe
lifestyle,” it is using which type of advertising appeal?
A) reminder
B) fear
C) sex
D) guilt
E) self-esteem