Question 1

An individual enters a website page and it starts loading. A bid request is sent out by the website publisher to potential advertisers saying "there is a 30-year-old French-Canadian male living in Montreal looking for airline tickets to Paris. How much are you willing to bid for being the only advertiser on this page?" Within Milliseconds, the website publisher receives bids from different advertisers. The Website publisher then analyzes who the highest bidder is and the winner is alerted and allowed to place the ad. This example leverages which concept?

Accepted Answer

The example is leveraging the concept of real-time bidding (RTB), where bids are submitted and analyzed in real-time to determine the winner of an auction for ad space.

Question 2

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking, they are using which type of advertising?

Accepted Answer

Advocacy advertising is when a company promotes a social cause, such as discouraging drug use or promoting environmental sustainability. In this case, Lorillard Tobacco Company is advocating against smoking among teenagers.

Question 3

At the beginning of the school year in September, Pfizer pharmaceutical ran an ad in several women's magazines in which it suggested that the timing may be right for vaccination. Pfizer was using _________advertising.

Accepted Answer

The answer of At the beginning of the school year...

Question 4

Reinforcement ads are reminder ads that:

Accepted Answer

Reinforcement ads are designed to reassure consumers that they made the right choice in choosing a particular product. These ads remind the consumer of the benefits of the product and provide reassurance that they made the right choice.

Question 5

Air Canada tracks a user's online activity using cookies and sees that they are searching for 'beach destinations - Cuba.' Working with their advertiser, the next time that user logs in, they see a banner ad for Air Canada Vacations and Air Canada
Flights. This is an example of online:

Accepted Answer

This is an example of behavioural advertising, as Air Canada is using information about the user's online activity and behaviour to tailor their advertising towards them.

Question 6

The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by Miller beer encouraging the responsible use of alcohol, are ________ advertisements.

Accepted Answer

Advocacy advertisements are designed to promote a company's position on social or political issues, rather than selling a specific product or service. The Miller beer ads encouraging responsible drinking represent an example of this type of advertisement.

Question 7

The United Way of Canada runs monthly advertisements that are focused on building their reputation and goodwill for future fundraising drives. These are known as:

Accepted Answer

Institutional advertisements are focused on building the reputation and goodwill of an organization, rather than promoting a specific product or service. The United Way of Canada's monthly advertisements are designed to improve their image in the eyes of potential donors, making institutional advertisements the best choice. Reminder advertisements are designed to remind consumers of a product or service they have already been exposed to, public service announcements are typically used to raise awareness of an issue, and product advertisements are designed to promote a specific product or service.

Question 8

An ad for Mercedes Benz cars 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 or sign of a product in the ad. This ad was an example of ________ advertising.

Accepted Answer

This ad is an example of a reminder institutional advertisement because it doesn't focus on any specific product or promote any features. Instead, it serves as a subtle reminder of the Mercedes Benz brand and its logo.

Question 9

Using near-field communication (NFC)technology and digital signage with video is advantageous when used in point-of-purchase displays because:

Accepted Answer

NFC technology allows for instant communication between the display and the consumer's smartphone when they interact with the display, making it an effective tool for providing immediate product information, promotions, or discounts. Digital signage with video can also capture the consumer's attention and increase engagement with the display. Option A is incorrect as not all individuals use their smartphones for comparison shopping. Option B is incorrect as NFC and digital signage are useful throughout the entire shopping experience, not just at checkout. Option C is incorrect as not all phones have an NFC chip.

Question 10

Outdoor billboard advertising is becoming more advanced. For example, a tourism advertisement for Nova Scotia installed a replica lighthouse downtown Toronto and allowed users to:

Accepted Answer

The answer of Outdoor billboard advertising is becoming more advanced....

Question 11

An ad for an international consulting firm was intended to communicate the company philosophy - that you can be big and nimble at the same time - rather than sell any one particular service provided by the company. The ad is an example of _________advertising.

Accepted Answer

The ad is an example of pioneering advertising, which is aimed at creating brand awareness and promoting the company's philosophy rather than a particular product or service.

Question 12

The purpose of an advocacy advertisement is to

Accepted Answer

The purpose of an advocacy advertisement is to state the position of a company on an issue. It is meant to convince people to support a particular cause or idea and has a specific message or point of view. It is not meant to promote a product or reinforce previous knowledge of a product, nor does it necessarily tell people about a company's location or capabilities.

Question 13

Institutional advertising can take all of the following alternative forms EXCEPT:

Accepted Answer

Institutional advertising focuses on building and maintaining the reputation and image of an organization rather than promoting a specific product or service. Therefore, product institutional advertising is not a valid form of institutional advertising. The other answer choices represent different types of institutional advertising: competitive (comparing the organization to its competitors), reminder (reinforcing the organization's message), and pioneering (introducing new information or ideas about the organization).

Question 14

According to the text, the main driver why public relations departments are using social media is because consumers:

Accepted Answer

The text states that one of the main drivers why public relations departments are using social media is because consumers report that social media does influence their purchasing behaviour.

Question 15

The headline of a General Motors advertisement in the Reader's Digest magazine reads, "I believe these kids will make great engineers. Now I've got to make them believe it." The ad shows an engineer surrounded by seven young people. The ad copy talks about how General Motors believes the more the company puts into the
Community, the more society will get out of the community. This advertisement is an example of a(n):

Accepted Answer

This advertisement is promoting General Motors as a company that invests in the community and encourages young people to pursue careers in engineering. It is not promoting a specific product, and the overall message is one of advocacy for the company as a whole, making it an example of an advocacy institutional advertisement.

Question 16

The purpose of an advocacy advertisement is to:

Accepted Answer

The purpose of an advocacy advertisement is to state a company's position on a particular issue and promote it to the targeted audience. It is aimed at creating a positive image of the company's values and beliefs, and its commitment to social responsibility. Advocacy advertising campaigns are usually designed to influence public opinion and promote a specific cause or a point of view.

Question 17

The Beef Council promotes a series of ads in which the tag line is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is a _________  _.

Accepted Answer

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

Question 18

The objective of institutional advertisements is to_________ , rather than promote a specific good or service.

Accepted Answer

The objective of institutional advertisements is to build goodwill or an image for an organization, rather than promote a specific product or service. These advertisements focus on the organization's values, culture, achievements, and mission, with the aim of enhancing its brand reputation and establishing a positive image in the minds of its stakeholders, including customers, employees, investors, and communities. Institutional advertisements use emotional appeals, storytelling, slogans, and imagery to create a lasting impression of the organization's identity, personality, and social purpose.

Question 19

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(n)advertisement.

Accepted Answer

The "To Your Health" campaign is designed to promote the benefits of orange juice over other beverages, which aligns with competitive institutional advertising aimed at increasing demand for a product category.

Question 20

The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends. The goal of the ad is to increase consumption of pistachio nuts. The ads are examples of _________ads.

Accepted Answer

The answer of The California Pistachio Growers Association has an...

Quiz 17: Advertising, Sales Promotion, and Public Relations