Question 1

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(n)__________.

Accepted Answer

The ad aims to promote beef consumption over other proteins, making it a competitive institutional ad.

Question 2

When developing the advertising program,specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Accepted Answer

The answer of When developing the advertising program,specifying __________ helps...

Question 3

The purpose of reminder institutional advertisements is to

Accepted Answer

Reminder institutional advertisements are designed to bring a company's name or brand to the attention of the target market again. The purpose is not to promote specific features or benefits, tell people what the company is, what it can do or where it is located, state the company's position on an issue, or promote the advantages of one product class over another.

Question 4

The Budweiser ad above,as part of its "Responsibility Matters" campaign,promotes responsible drinking by encouraging the use of designated drivers.This ad is an example of a __________ advertisement.

Accepted Answer

The Budweiser ad is promoting a social cause, which is responsible drinking and encouraging the use of designated drivers. This falls under advocacy advertising, where a company promotes a social cause or issue, rather than promoting its own products.

Question 5

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 aims to increase demand for orange juice by highlighting its benefits, which is characteristic of a competitive institutional advertisement.

Question 6

The first decision in developing an advertising program is to

Accepted Answer

The answer of The first decision in developing an advertising...

Question 7

The "Got Milk?" ad shown above is an example of which type of advertising?

Accepted Answer

The answer of The "Got Milk?" ad shown above is...

Question 8

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

Accepted Answer

The answer of When Philip Morris changed its name to...

Question 9

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 reminder institutional advertising because it aims to remind customers about the brand and its association with luxury and indulgence, without focusing on any specific product or competitive comparison.

Question 10

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

Accepted Answer

Advocacy advertisements are designed to promote a particular point of view or cause, often supporting or opposing specific social or political issues. The Miller Brewing Company advertisement encouraging responsible use of alcohol is an example of an advocacy advertisement.

Question 11

The U.S.Army ad shown above is an example of a(n)__________ advertisement.

Accepted Answer

The advertisement is an example of a reminder institutional advertisement because it is designed to remind people of the importance of the U.S. Army and its role in protecting the country.

Question 12

Which of the following is NOT an aspect of identifying the target audience for an advertisement?

Accepted Answer

The statement about the Federal Trade Commission (FTC) suggesting that advertising program decisions be based on market research about the target audience is incorrect. It is actually the Federal Communications Commission (FCC) that recommends this.

Question 13

The purpose of competitive institutional advertisements is to

Accepted Answer

Competitive institutional advertisements are designed to promote the advantages of a particular product class over another. These advertisements are often used by companies to differentiate their products from those of their competitors and establish themselves as the industry leader. By highlighting the unique features and benefits of their product, companies can persuade consumers to choose their brand over others in the market.

Question 14

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

Accepted Answer

The ad is focused on communicating the company's philosophy rather than promoting a specific service, which aligns with the goal of pioneering institutional advertising.

Question 15

The purpose of pioneering institutional advertisements is to

Accepted Answer

Pioneering institutional advertisements are designed to educate people about a company, its capabilities, and its location. These ads are not focused on promoting specific products or features, but instead on establishing the position of the company in the market.

Question 16

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

Accepted Answer

A pioneering institutional advertisement is designed to inform people what a company is, what it can do, and where it is located. It aims to create a positive image for the company in the minds of potential customers and establish its brand identity. This type of advertisement is often used by new companies or those entering new markets.

Question 17

America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk relative to other beverages.This campaign would consist of __________ ads.

Accepted Answer

The "Got Milk?" campaign is designed to increase demand for milk relative to other beverages, which makes it a competitive institutional ad, as it promotes the benefits of milk over competing products.

Question 18

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

Accepted Answer

The Lorillard Tobacco Company is using advocacy advertising, which aims to promote social or political causes. In this case, the cause is discouraging teenagers from smoking.

Question 19

Bridgestone uses institutional __________ ads like the one shown above 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 like the...

Question 20

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

The answer of Recent Bayer ads stating,"We cure more headaches...

Quiz 18: Advertising, Sales Promotion, and Public Relations

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(n) __________.