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24. Advertising that focuses on stimulating demand for a product category is called _____ advertising. a) pioneer b) competitive c) institutional d) categorical e) product

a) pioneer

27. 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 a) pioneer. b) competitive. c) comparative. d) defensive. e) institutional.

b) competitive.

41. Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n) a) target audience goal. b) advertising platform. c) percent-of-sales approach. d) advertising objective. e) media plan goal.

d) advertising objective.

46. If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of a) market share. b) dollar sales. c) unit sales. d) communication. e) long-run goals.

d) communication.

45. Advertising campaign objectives that are aimed at making customers' attitudes more favorable are stated in ________ terms. a) communication b) sales c) demand d) market e) survey

a) communication

34. Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ___________ advertising. a) reinforcement b) offensive c) comparative d) institutional e) defensive

a) reinforcement

55. Advertising appropriations are largest for which type of product? a) Business products b) Convenience goods c) High-priced products d) Specialty goods e) Infrequently purchased goods

b) Convenience goods

50. Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development? a) Determining the appropriations b) Creating the platform c) Identifying the target d) Defining objectives e) Developing the media plan

b) Creating the platform

54. The total amount of money a marketer allocates for advertising for a specific time period is the a) marketing budget. b) advertising appropriation. c) objective-and-task approach. d) promotion grant. e) finances for advertising.

b) advertising appropriation.

30. Brands that are promoted through comparative advertising are most likely to be a) market leaders. b) brands that are attempting to compete with market leaders. c) primarily services rather than tangible goods. d) attempting to compete on a nonprice basis. e) competing in a less competitive market.

b) brands that are attempting to compete with market leaders.

23. The two major types of product advertising are a) institutional and advocacy. b) pioneer and competitive. c) competitive and comparative. d) advocacy and competitive. e) informative and comparative.

b) pioneer and competitive.

31. Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantages is _____ advertising. a) repetitive b) reminder c) pioneer d) competitive e) reinforcement

b) reminder

25. Which of the following lists forms of competitive advertising? a) Pioneer, comparative, reminder b) Reminder, repetitive, reinforcement c) Comparative, reminder, reinforcement d) Institutional, product, comparative e) Product, pioneer, reminder

c) Comparative, reminder, reinforcement

26. What type of advertising points out a brand's features and advantages that fit consumers but may not be available in other brands? a) Reminder b) Reinforcement c) Competitive d) Defensive e) Institutional

c) Competitive

49. Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements. The identification and organization of these selling points is called the a) advertising appropriation. b) objective-and-task approach. c) advertising platform. d) advertising objective. e) advertising budget.

c) advertising platform.

20. When a company promotes its position on a public issue, this is specifically referred to as ______ advertising. a) institutional b) product c) advocacy d) issue e) competitive

c) advocacy

29. 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 a) pioneer. b) competitive. c) comparative. d) defensive. e) selective.

c) comparative.

52. The most effective method of determining platform issues is to use a survey of a) personnel within the firm. b) individuals at the advertising agency. c) customers. d) marketers in the industry. e) advertising experts.

c) customers.

38. After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by a) creating the advertising platform. b) determining the financial resources available. c) defining the advertising objectives. d) developing a media plan. e) creating an advertising message.

c) defining the advertising objectives.

36. The first stage in the development of any advertising campaign is a) creating the message. b) setting the budget. c) identifying the advertising target audience. d) defining the advertising objectives. e) creating the advertising platform.

c) identifying the advertising target audience

35. The target audience for an advertising campaign is the a) information base on which to develop the campaign. b) geographic distribution of persons. c) people toward whom the advertisements are directed. d) overall goal of the advertising campaign. e) sales objective to be achieved by the campaign.

c) people toward whom the advertisements are directed.

42. When developing an advertising campaign, benchmarks need to be included in the a) campaign platform. b) evaluation of the advertising effectiveness. c) statement of advertising objectives. d) media plan. e) budget.

c) statement of advertising objectives.

37. The last stage in the development of any advertising campaign is a) creating the advertising platform. b) developing the media plan. c) creating the advertising message. d) evaluating the effectiveness of advertising. e) defining the advertising objectives.

d) evaluating the effectiveness of advertising.

18. First Union Bank airs a series of radio ads that claim, "We are the friendly bank." This campaign would best be described as __________ advertising. a) pioneer b) target c) product d) institutional e) comparative

d) institutional

19. 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 a) public relations. b) product advertising. c) advocacy advertising. d) institutional advertising. e) comparative advertising.

d) institutional advertising.

56. Sony Corporation has a particular approach for determining its advertising appropriation. A problem with this technique, however, is that the people in the marketing department have difficulty estimating the level of effort needed to achieve certain goals. This problem is characteristic of the __________ approach. a) reliable-appropriation b) match-competition c) arbitrary d) objective-and-task e) percent-of-sales

d) objective-and-task

44. The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing __________ for the campaign. a) the target audience b) a budget c) a media plan d) objectives e) advertising directives

d) objectives

32. 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. a) reinforcement b) competitive c) comparative d) reminder e) institutional

d) reminder

57. The main problem with using the objective-and-task approach to setting an advertising budget is that a) sales create advertising rather than advertising creates sales. b) it often results in overspending or underspending of the firm's resources. c) it does not achieve full potential in terms of stimulating demand. d) the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals. e) it is difficult to determine the objectives of the campaign.

d) the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals.

58. Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent. This approach is an example of which of the following methods of determining advertising expenditure levels? a) Competitive parity b) Percent of sales c) Arbitrary d) Affordability e) Objective-and-task

e) Objective-and-task

48. The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are) the a) advertising objectives. b) target audience objectives. c) media plan. d) advertising message. e) advertising platform.

e) advertising platform.

21. When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using a) competitive advertising. b) public relations. c) product advertising. d) public service awareness. e) advocacy advertising.

e) advocacy advertising.

40. The step in developing an advertising campaign that directly precedes campaign execution is a) defining advertising objectives. b) creating the advertising platform. c) evaluating advertising effectiveness. d) developing a media plan. e) creating the advertising message.

e) creating the advertising message.

39. After the advertising budget is determined, the next step in creating an advertising campaign is a) creating the advertising message. b) creating the advertising platform. c) evaluating the advertising objectives. d) executing the campaign. e) developing the media plan.

e) developing the media plan.

59. To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80 percent of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal. This is an example of which one of the following approaches to determining advertising budgets? a) Objective-and-task b) Percent of sales c) Competition matching d) Arbitrary allocation e) Past-year comparison

a) Objective-and-task

22. A television advertisement showing the safety features of the Volvo "Cross Country" Wagon would be best classified as which of the following? a) Product advertising b) Pioneer advertising c) Defensive advertising d) Societal marketing e) Publicity

a) Product advertising

53. What is an advertising platform most commonly based upon? a) The opinions of employees within the firm or the advertising agency b) Data collected from past marketing research about the brand c) Customer surveys about what they consider the most important issues d) Retailer information about potential consumers of the product e) The advertising appropriation for that particular ad campaign

a) The opinions of employees within the firm or the advertising agency

47. An advertising platform is the a) basic issue or selling point that an advertiser wishes to include in an advertising campaign. b) objective of the advertising campaign, stated in precise and measurable terms. c) form in which the basic issues of the campaign should be presented. d) broad objectives of the advertising campaign. e) consumer advertising research conducted.

a) basic issue or selling point that an advertiser wishes to include in an advertising campaign.

28. 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. a) competitive b) pioneer c) institutional d) primary e) target

a) competitive

51. An advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that a) competitive products lack. b) can be seen easily in a photograph. c) are familiar concepts to those in the target market. d) competitive products have as well. e) are reasonably inexpensive to develop.

a) competitive products lack.

17. Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called __________ advertising. a) institutional b) product c) organizational d) pioneer e) advocacy

a) institutional

43. Why should a benchmark statement be included in advertising objectives? a) Shareholders want to see where a company is in relation to competition. b) It is useful in determining whether retailers have increased their sales over the year. c) It gives an indication of how the advertising message is best presented. d) Without a reference point, it is difficult to determine to what degree objectives have been accomplished. e) Objectives become more easily attainable when such a statement is included.

d) Without a reference point, it is difficult to determine to what degree objectives have been accomplished.

33. Reinforcement advertising is primarily targeted at a) new potential target markets. b) users of competitors' brands and products. c) anyone who uses that type of product. d) all the stakeholders of an organization. e) the current users of a particular product.

e) the current users of a particular product.