Question 1

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

Accepted Answer

The answer of The Dial Soap ad with the tag...

Question 2

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) parallel

Accepted Answer

The Fidelity Investments ad is a comparative advertisement because it highlights the advantages of its service relative to competitors like Schwab, E*TRADE, and TD Ameritrade.

Question 3

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

Accepted Answer

Comparative advertisements often attract more consumer attention for the advertiser's brand by directly comparing it to competitors, making it more memorable.

Question 4

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) causal

Accepted Answer

The Progressive ad is a comparative advertisement because it highlights its competitive rates compared to other auto insurers, directly comparing its product to competitors.

Question 5

Comparative advertisements
A) are illegal in the United States.
B) are disliked by most consumers and thus attract negative attention for the advertiser's brand.
C) need market research to provide legal support for their claims.
D) are a form of institutional advertising.
E) are rarely constructed to be persuasive.

Accepted Answer

Comparative advertisements need market research to provide legal support for their claims to ensure that the comparisons made are truthful and not misleading, as required by advertising regulations in the United States.

Question 6

Advertisements that reinforce previous knowledge of a product are referred to as ________ advertisements.
A) advocacy
B) comparative
C) persuasive
D) informative
E) reminder

Accepted Answer

Reminder advertisements are designed to reinforce previous knowledge of a product.

Question 7

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

Accepted Answer

Comparative advertisements specifically highlight the differences and relative strengths of one brand over another, often directly comparing them.

Question 8

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.

Accepted Answer

The key objective of competitive advertising is to persuade the target market to choose a specific brand over competitors, highlighting its unique benefits.

Question 9

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.

Accepted Answer

Reinforcement ads are designed to assure current users that they made the correct choice in choosing the product, reinforcing their decision and encouraging continued use.

Question 10

A recent Samsung Galaxy ad highlighted the advantages of its smartphone relative to Apple's iPhone. What type of product advertisement is the Samsung ad?
A) reminder
B) pioneering
C) reinforcement
D) comparative
E) publicity

Accepted Answer

The Samsung ad is a comparative advertisement because it highlights the advantages of its smartphone relative to Apple's iPhone, directly comparing the two products.

Question 11

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. Which type of ad is this?
A) seasonal
B) subliminal
C) reminder
D) pioneering
E) comparative

Accepted Answer

The answer of A popular local car dealership runs television...

Question 12

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

Accepted Answer

The ad serves as a reminder to consumers to purchase batteries, especially during the holiday season when electronic gifts are common.

Question 13

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

Accepted Answer

Reminder advertisements are especially effective during the maturity stage of the product life cycle, as they help maintain customer awareness and loyalty when the market is saturated and competition is high.

Question 14

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

Accepted Answer

Institutional advertisements are designed to build goodwill or an image for an organization rather than promote a specific product or service.

Question 15

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

Accepted Answer

The ad compares Citrucel to Metamucil, highlighting a preference, which is characteristic of comparative advertising.

Question 16

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

Accepted Answer

Reinforcement advertising is used to reassure current customers that they have made the right choice, emphasizing the positive aspects of the product they already know and love.

Question 17

Victoria Flower placed a print ad with the tagline "Nothing says 'I love you' like flowers on Valentine's Day," making it what type of product advertisement?
A) pioneering
B) reminder
C) comparative
D) reinforcement
E) competitive

Accepted Answer

The advertisement serves as a reminder to consumers about the tradition of giving flowers on Valentine's Day, reinforcing the association between flowers and expressing love.

Question 18

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.

Accepted Answer

A comparative ad highlights the strengths of one brand in relation to its competitors, often directly comparing features or benefits.

Question 19

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.

Accepted Answer

A reminder ad is designed to reinforce previous knowledge of a product, keeping it in the consumer's mind.

Question 20

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

Accepted Answer

Cadillac is using competitive advertising to highlight specific features of its Escalade hybrid, aiming to differentiate it from competitors by emphasizing its unique attributes.

Quiz 19: Using Social Media and Mobile Marketing to Connect With Consumers

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 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?

Comparative advertisements

A recent Progressive ad highlights its competitive rates compared to other auto insurers. What type of product advertisement is the Progressive ad?

Comparative advertisements

Advertisements that reinforce previous knowledge of a product are referred to as ________ advertisements.

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

The key objective of competitive advertising is to

Reinforcement ads are reminder ads that

A recent Samsung Galaxy ad highlighted the advantages of its smartphone relative to Apple's iPhone. What type of product advertisement is the Samsung ad?

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. Which type of ad is this?

A Duracell print ad shows a Christmas gift with the tagline "Tip: Don't forget the batteries!," making it what type of product advertisement?

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

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

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.

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.

Victoria Flower placed a print ad with the tagline "Nothing says 'I love you' like flowers on Valentine's Day," making it what type of product advertisement?

A comparative ad

A reminder ad

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