Chapter 17 PDF

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Exam Name___________________________________

MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.

1) Oculus Rift manufactures wearable:

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A) virtual reality headset. C) motion detector devices.

B) interactive smart watches. D) video glasses.

2) According to the co-founder of Ready Set Rocket, virtual reality is the "ultimate way"

to do all of the following EXCEPT: A) View a Fashion Week event. C) Highlight travel tourism activities.

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B) Rank customer perceptions. D) Showcase a late model car.

3) With the use of virtual reality, advertisers can accomplish two main things. They can

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________ and ________. A) penetrate people's consciousness; get undivided attention B) penetrate people's boredom; entertain while shopping C) bust clutter; give full experience D) break through reality; entertain while shopping 4) Product advertisements focus on selling a good or service and take three major forms.

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They are: A) introductory, competitive, and reminder. B) introductory, comparative, and reminder. C) pioneering, competitive, and reminder. D) institutional, competitive, and reminder. 5) The purpose of a bus stop anti-smoking ad is: A) advocating a political position. C) persuading opinion leaders.

5) B) obtaining inquiries. D) selling a good or service.

6) An advertisement in the North American Hunter magazine shows the Chevrolet

S-Series pickup. The ad headline proclaims, "Just Thought We'd Reinvent the Wheel. Starting With the Door." The advertisement emphasizes the truck's newest feature, a third door designed to let passengers enter the extended cab more easily. The ad copy states that the new Chevy truck is the only compact pickup to offer a third door. The advertisement is an example of a(n) ________ advertisement. A) informational product C) reminder institutional

B) reminder product D) informational institutional

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7) John's carwash featured an ad that said: "We provide full service car washing that

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cleans the dirtiest of cars. Stop by at our new location at 431 North Blvd." The purpose of this ad is to: A) show one brand's strengths relative to those of competitors. B) tell people what a product is, what it can do, and where it can be found. C) promote a specific brand's features and benefits. D) reinforce previous knowledge of a product. 8) Pioneering advertisements would most likely be used during which stage of a

product's life cycle? A) maturity

B) introduction

C) harvesting

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D) decline

9) Yamaha Corp. has developed a device that reduces the volume of trumpets by more

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than 30 decibels - to the level of a whisper. A microphone picks up the sound, feeds it to an amplifier, and then to headphones that allow the musician to hear the music at a normal volume. What form of product advertising is the company likely to use? A) reminder B) competitive C) institutional D) pioneering 10) The key objective of a pioneering ad is to: A) change the target market. C) reinforce previous knowledge.

10) B) identify the target market. D) inform the target market.

11) TransWave International is a small company that has developed a system that uses the

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web and patented electronic sensors as an early-warning device for pipeline leaks. Pipeline safety is becoming a big issue in the U.S. as more natural gas lines are being laid near populous centres. The timing is right for this company to be extremely successful, but it must use ________ advertising so oil companies will know of its product's existence. A) institutional

B) pioneering

C) competitive

D) reminder

12) The primary purpose of a competitive advertisement is to: A) show one brand's strengths relative to those of competitors. B) reinforce previous knowledge of a product. C) promote a specific brand's features and benefits. D) tell people what a product is, what it can do, and where it can be found.

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13) When Dyson runs an advertisement comparing a Beam vacuum to the Dyson vacuum,

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they are focused on which aspect of product advertising? A) Institutional B) Hierarchica C) Competitiv l e

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D) Pioneering

14) Advertisements that are competitive and show the relative strength of one brand over

another are known as: A) Competitive institutional C) Comparative

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B) Advocacy D) Reminder

15) Competitive product and brand advertising is typically used to: A) identify the target market. B) reinforce previous knowledge. C) persuade the target market. D) inform the target market.

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16) Which of the following statements about comparative advertising is true?

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A) Comparative advertisements increase the perceived quality of the advertiser's

brand. B) Comparative advertisements attract less consumer attention in the advertiser's brand. C) Comparative advertisements have been banned by the Federal Trade Commission. D) Comparative advertisements now constitute over two-thirds of all television ads. 17) An ad for Citrucel fibre supplement claimed that in a blind taste test, consumers

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preferred the taste of Citrucel to Metamucil 2 to 1. This ad is an example of ________ advertising. A) informative B) reinforceme C) comparativ D) persuasive nt e 18) Reminder advertising is most likely to be used at which stage of the product life

cycle? A) decline

B) introduction

C) maturity

D) growth

19) An ad for Campbell's soup reads, "We haven't changed that great taste your family has

always loved." This is an example of ________ advertising. A) informative B) comparativ C) reminder e

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D) persuasive

20) All of the following are correct statements about print newspapers and digital

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newspapers except: A) online newspapers is growing rapidly B) print versions are ready early in the day and after dinner C) online versions are read immediately upon waking up D) print readership is up 21) When Godiva Chocolates runs a magazine ad with the headline "Spend Your Birthday

With The Ones You Love," it has created ________ advertising. A) reminder B) direct sales C) comparativ e 3

D) pioneering

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22) Reminder product and brand advertising is typically used to: A) persuade the target market. C) inform the target market.

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B) reinforce previous knowledge. D) identify the target market.

23) Reinforcement ads are reminder ads that:

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A) repeat the original theme in a slightly varied form to help avoid burnout. B) reaffirm a company's position on an issue of importance or interest. C) repeat ad campaigns that have been used before in order to remind customers of

past loyalty. D) reassure consumers that they have made the correct choice in choosing the

product. 24) The United Way of Canada runs monthly advertisements that are focused on building

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their reputation and goodwill for future fundraising drives. These are known as: A) reminder advertisements. B) public service announcements. C) institutional advertisements. D) product advertisements. 25) The objective of institutional advertisements is to ________, rather than promote a

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specific good or service. A) support worthy charities B) increase frequency of purchases of new products C) build goodwill or an image for an organization D) increase the total amount of products used 26) Institutional advertising can take all of the following alternative forms EXCEPT: A) product institutional ads. B) reminder institutional ads. C) pioneering institutional ads. D) competitive institutional ads.

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27) At the beginning of the school year in September, Pfizer pharmaceutical ran an ad in

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several women's magazines in which it suggested that the timing may be right for vaccination. Pfizer was using ________ advertising. A) reminder

B) advocacy

C) competitive

D) pioneering

28) The purpose of an advocacy advertisement is to: A) reinforce previous knowledge of a product. B) promote a specific brand's features and benefits. C) state the position of a company on an issue. D) tell people what a company is, what it can do, and where it is located.

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29) The kind of advertisements that state the position of a company on an issue, such as

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the ads sponsored by Miller beer encouraging the responsible use of alcohol, are ________ advertisements. A) reminder

B) pioneering

C) competitive

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D) advocacy

30) The headline of a General Motors advertisement in the Reader's Digest magazine

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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): A) competitive product advertisement. B) advocacy product advertisement. C) advocacy institutional advertisement. D) competitive institutional advertisement. 31) An ad for an international consulting firm was intended to communicate the company

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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. A) reminder B) pioneering C) advocacy D) competitive 32) Using near-field communication (NFC) technology and digital signage with video is

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advantageous when used in point-of-purchase displays because: A) all phones today have an NFC chip B) two-thirds of purchases occur when checking out C) the technology can allow for instant communication when someone interacts with the display D) individuals are more likely to use their smartphone to comparison shop 33) The California Pistachio Growers Association has an ongoing ad campaign in which it

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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. A) pioneering product B) competitive product C) advocacy D) competitive institutional 34) 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. A) pioneering product B) competitive institutional C) advocacy D) competitive product

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35) Outdoor billboard advertising is becoming more advanced. For example, a tourism

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advertisement for Nova Scotia installed a replica lighthouse downtown Toronto and allowed users to: A) control the lighthouse's light with their smartphones B) tune their radio to hear ocean sounds C) climb to the top and view Yonge Street D) watch a video of the ocean on their phone 36) According to the text, the main driver why public relations departments are using

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social media is because consumers: A) like the ease of access to social media B) report that social media does influence their purchasing behaviour C) are more likely to listen to social media on their phone than through a traditional press release D) prefer up-to-the-minute PR reports 37) An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of

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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. A) competitive institutional B) competitive product C) pioneering product D) reminder institutional 38) The Beef Council promotes a series of ads in which the tag line is "Beef–it's what's for

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dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is a ________. A) reminder institutional ad C) pioneering institutional ad

B) product ad D) competitive institutional ad

39) When the Lorillard Tobacco Company places ads discouraging teenagers from

smoking, they are using which type of advertising? A) Competitiv B) Advocacy C) Pioneering e

D) Reminder

40) The purpose of an advocacy advertisement is to A) tell people what a company is, what it can do, and where it is located. B) state the position of a company on an issue. C) promote a specific brand's features and benefits. D) reinforce previous knowledge of a product.

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41) Air Canada tracks a user's online activity using cookies and sees that they are

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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: A) personal intrusion B) behavioural advertising C) following ads D) advertising customization 42) An individual enters a website page and it starts loading. A bid request is sent out by

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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? A) customized bidding response (CBR) B) personalized bidding responses (PBR) C) fast-result bidding (FRB) D) real-time bidding (RTB) 43) Which market is the largest for product placement? A) Europe B) United C) China

43) D) Canada

States 44) All of the following are true statements about coupons, except: A) gross revenues can be decreased from purchases by already-loyal customers B) Groupon and Facebook offer electronic coupons C) a company's market share decreases during the period immediately after coupons

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are distributed D) a company's market share increases during the period immediately after coupons are distributed 45) North America's dairy farmers and milk processors use their "Got Milk?" campaign to

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increase demand for milk as it competes against other beverages. This is a(n) ________ advertisement. A) advocacy C) competitive institutional

B) competitive product D) pioneering product

46) The province of British Columbia in conjunction with the BC Fruit Growers

Association developed the "School Fruit and Vegetable Nutrition" campaign to show the benefits of fruits and vegetables. The goal of these ads is to increase demand for fruits and vegetables as they compete with other less healthy alternatives. This is an example of a ________ advertisement. A) competitive product C) product advocacy

B) pioneering product D) competitive institutional

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47) The Canadian Military advertises regularly to the public with images of soldiers

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intensely engaged in army activities. These action advertisements are examples of which type of advertising? A) Pioneering B) Competitiv C) Reminder D) Advocacy e 48) All of the following are correct statements about print newspapers and digital

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newspapers except: A) Canadians trust newspaper advertising B) Canadians say newspaper ads have no influence on purchasing decisions C) Canadians say newspaper ads influence purchasing decisions D) Canadians read print versions that are ready early in the day and after dinner 49) The first decision in developing an advertising program is to: A) select the appeal. B) set the budget. C) state the mission of the advertising program. D) identify the target audience.

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50) All of the following steps are part of the planning process used to develop an

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organization's advertising program EXCEPT: A) specify the advertising objectives. C) set the advertising budget.

B) pretest the advertising. D) identify the target audience.

51) Most advertising messages are made up of two types of elements. They are: A) informational and creative. B) functional and persuasive. C) expository and persuasive. D) informational and persuasive.

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52) Information and persuasive content can be combined to form: A) guilt and enrichment appeals. B) perceptual modifiers and need enhancers. C) sex, fear, and humorous appeals. D) hierarchical need satisfiers.

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53) Which of the following is an important guideline when using fear appeal? A) Make the appeal so strong that it appears humorous. B) Don't make the appeal so strong that consumers want to avoid the advertisement. C) Be sure to make it appeal to children. D) Avoid any reference to death or dying.

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54) Fear appeals suggest to the consumers that ________.

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A) they will be able to avoid deceptive implications by using the product or service B) they will be afraid, be very afraid C) they will become more attractive after using the product or service D) they can avoid some negative experience through the purchase and use of a

product or service 55) The testimonial type ads for carbon dioxide detectors feature parents who are

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discussing the dangers of carbon monoxide poisoning. In many of the ads, the homeowners tell the target audience how disaster can be averted by purchasing and using the advertised product. Such advertisements are using: A) family appeals. B) humorous appeals. C) fear appeals. D) sex appeals. 56) An ad for State Farm Insurance asks the question, "How long will you wait to start

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planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show. The idea that she will not have the care she needs because she failed to consider the future when she was young is an example of a: A) life cycle appeal. C) rhetorical appeal.

B) humorous appeal. D) fear appeal.

57) Which of the following statements describes a problem with using sex appeals in

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advertising? A) What men find sexy, women don't. B) Sex appeal typically fails to gain audience attention. C) The sex appeal of the ad can distract the audience from the product. D) What women find sexy, men don't. 58) Canada Goose used the picture of Kate Upton, a model who appeared on the cover of

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Sports Illustrated Swimsuit edition wearing a Canada Goose Parka, as part of an online advertising campaign. Which strategy were they using? A) humorous appeals C) sex appeals

B) logical appeals D) rhetorical appeals

59) Many commercials that use sex appeals gain the attention of the audience, but they: A) wear out qui...