quiz - 17

Which of the following lists forms of competitive advertising?

Comparative, reminder, reinforcement

A television advertisement showing the safety features of the Volvo "Cross Country" Wagon would be best classified as which of the following?

Product advertising

The two major types of product advertising are

The two major types of product advertising are

When a company promotes its position on a public issue, this is specifically referred to as ______ advertising.

advocacy

When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using

advocacy advertising.

Brands that are promoted through comparative advertising are most likely to be

brands that are attempting to compete with market leaders. c) primarily services rather than tangible goods.

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as

comparative

Coors advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called

competitive

Troy Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ___________ advertising.

competitive

What type of advertising points out a brand's features and advantages that fit consumers but may not be available in other brands?

competitive

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

defining the advertising objectives.

The last stage in the development of any advertising campaign is

evaluating the effectiveness of advertising.

people toward whom the advertisements are directed.

identifying the advertising target audience.

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called __________ advertising.

institutional

First Union Bank airs a series of radio ads that claim, "We are the friendly bank." This campaign would best be described as __________ advertising

institutional

The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as

institutional advertising

The target audience for an advertising campaign is the

people toward whom the advertisements are directed.

Advertising that focuses on stimulating demand for a product category is called _____ advertising.

pioneer

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ___________ advertising

reinforcement

Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantages is _____ advertising.

reminder

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ______ advertising.

reminder

Reinforcement advertising is primarily targeted at

the current users of a particular product.