Question 1

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.

Accepted Answer

The ad is an example of advocacy advertising, which aims to promote a social issue or cause, in this case, responsible drinking and the use of designated drivers.

Question 2

Which of these is one of the forms of institutional advertising?

Accepted Answer

Advocacy advertising is a form of institutional advertising where a company promotes a particular idea or cause rather than a specific product or service.

Question 3

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?

Accepted Answer

Chevron was using advocacy advertising, which is designed to promote a company's position on a public issue, in this case, environmental protection and the use of renewable energy.

Question 4

The purpose of reminder institutional advertisements is to

Accepted Answer

Reminder institutional advertisements aim to keep the company's name in the minds of the target market, ensuring that the brand remains familiar and relevant.

Question 5

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 ________ advertisement.

Accepted Answer

Reminder institutional advertising is used to reinforce existing knowledge about an organization, which aligns with the U.S. Army's goal of reminding potential recruits of opportunities they already know exist.

Question 6

The objective of institutional advertisements is to ________ rather than promote a specific product or service.

Accepted Answer

Institutional advertisements aim to build goodwill or enhance the image of an organization rather than focusing on promoting a specific product or service.

Question 7

The purpose of an advocacy advertisement is to

Accepted Answer

Advocacy advertisements are designed to communicate a company's stance on a particular issue, often to influence public opinion or policy.

Question 8

________ advertising is often used to support the public relations plan or counter adverse publicity.

Accepted Answer

Institutional advertising is used to build a positive image for a company and can be used to counter adverse publicity.

Question 9

When the Lorillard Tobacco Co. places ads discouraging teenagers from smoking, the firm is using which type of advertising?

Accepted Answer

Advocacy advertising is used by companies to promote a social issue or cause, such as discouraging teenagers from smoking.

Question 10

The purpose of pioneering institutional advertisements is to

Accepted Answer

Pioneering institutional advertisements aim to inform the public about what a company is, what it can do, and where it is located, rather than focusing on specific products or issues.

Question 11

When Philip Morris changed its name to Altria, it ran ________ institutional ads to inform consumers.

Accepted Answer

Pioneering ads are used to inform consumers about a new company name or product, which is what Philip Morris did when it changed its name to Altria.

Question 12

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

Accepted Answer

The ad is a competitive institutional ad because it aims to promote beef consumption over other types of protein or meals, positioning beef as the preferred choice for dinner.

Question 13

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.

Accepted Answer

The answer of Bridgestone uses ________ institutional ads in its...

Question 14

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.

Accepted Answer

The "To Your Health" campaign is designed to increase demand for orange juice by highlighting its benefits, which is characteristic of a competitive institutional advertisement. This type of advertisement focuses on promoting the benefits of a product category as a whole, rather than a specific brand, to compete with other categories.

Question 15

The purpose of competitive institutional advertisements is to

Accepted Answer

Competitive institutional advertisements aim to promote the advantages of one product class over another, highlighting why one category is superior to its competitors.

Question 16

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?

Accepted Answer

The answer of Visit California is responsible for promoting tourism...

Question 17

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?

Accepted Answer

Bayer is a well-known company, and the ad is not trying to create a new market or change consumer behavior. Instead, it is simply reminding consumers of the company's wide range of products.

Question 18

An advertisement that informs people what a company is, what it can do, and where it is located is referred to as

Accepted Answer

A pioneering institutional advertisement is designed to inform the public about what a company is, what it does, and where it is located.

Question 19

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.

Accepted Answer

The "Milk Life" campaign is an example of competitive institutional advertising, which aims to promote the benefits of a product category (milk) over competing beverages.

Question 20

All of these are alternative forms of institutional advertisements except which?

Accepted Answer

The answer of All of these are alternative forms of...

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