ADVERTISING AND PROMOTION EXAM
SCRIPT FULL REVIEW SHEET TESTED
QUESTIONS AND CORRECT ANSWERS
●● Major Types of Advertising
Answer: 1) Institutional Advertising
2) Product Advertising
●● Institutional Advertising
Answer: A form of advertising designed to enhance a company's image
rather than promote a particular product
-Improve image of company or industry
-Historically ads in US were product oriented but today companies
market multiple products and need different types
-Also called corporate advertising
-Used to establish, change or promote corporation's identity
-Does not ask audience to do anything but maintain favorable attitude
toward advertiser and its goods or services
●● Advocacy Advertising
Answer: A form of advertising in which an organization expresses its
views on controversial issues or responds to media attacks
,●● Product Advertising
Answer: A form of advertising in which an organization expresses its
views on controversial issues or responds to media attacks
-Enhance sales of good or service
-Product's stage in life cycle determines which type of product
advertising is used: pioneering advertising, competitive advertising, or
comparative advertising
●● Pioneering Advertising
Answer: A form of advertising designed to stimulate primary demand for
a new product or product category
-Introductory stage
-In-depth info about product class and benefit
-seeks to create interest
●● Competitive Advertising
Answer: A form of advertising designed to influence demand for a
specific brand
-Growth phase while other companies begin to enter marketplace
, -Instead of building on demand for product category, you influence
demand for specific brand
-Promotion is less informative and more appeals to emotions, showing
subtle differences between brands, building recall of brand name,
creating favorable attitudes
●● Comparative Advertising
Answer: Form of advertising that compares two or more specifically
named or shown competing brands on one or more specific attributes
-Can use against own brand
-Products experiencing slow growth or those entering marketplace
against strong competitors more likely to employ these claims
-Was allowed only if brand was veiled and unidentified before 1970s,
but FTC says you can provide info that is true and cannot falsely
describe competitors' product or make false claims about your own
●● Advertising Campaign
Answer: A series of related ads focusing on a common theme, slogan,
and set of advertising appeals. Extends for a defined period of time
●● Advertising Objective
Answer: A specific communication task that a campaign should
accomplish for a specified target audience during a specified period
SCRIPT FULL REVIEW SHEET TESTED
QUESTIONS AND CORRECT ANSWERS
●● Major Types of Advertising
Answer: 1) Institutional Advertising
2) Product Advertising
●● Institutional Advertising
Answer: A form of advertising designed to enhance a company's image
rather than promote a particular product
-Improve image of company or industry
-Historically ads in US were product oriented but today companies
market multiple products and need different types
-Also called corporate advertising
-Used to establish, change or promote corporation's identity
-Does not ask audience to do anything but maintain favorable attitude
toward advertiser and its goods or services
●● Advocacy Advertising
Answer: A form of advertising in which an organization expresses its
views on controversial issues or responds to media attacks
,●● Product Advertising
Answer: A form of advertising in which an organization expresses its
views on controversial issues or responds to media attacks
-Enhance sales of good or service
-Product's stage in life cycle determines which type of product
advertising is used: pioneering advertising, competitive advertising, or
comparative advertising
●● Pioneering Advertising
Answer: A form of advertising designed to stimulate primary demand for
a new product or product category
-Introductory stage
-In-depth info about product class and benefit
-seeks to create interest
●● Competitive Advertising
Answer: A form of advertising designed to influence demand for a
specific brand
-Growth phase while other companies begin to enter marketplace
, -Instead of building on demand for product category, you influence
demand for specific brand
-Promotion is less informative and more appeals to emotions, showing
subtle differences between brands, building recall of brand name,
creating favorable attitudes
●● Comparative Advertising
Answer: Form of advertising that compares two or more specifically
named or shown competing brands on one or more specific attributes
-Can use against own brand
-Products experiencing slow growth or those entering marketplace
against strong competitors more likely to employ these claims
-Was allowed only if brand was veiled and unidentified before 1970s,
but FTC says you can provide info that is true and cannot falsely
describe competitors' product or make false claims about your own
●● Advertising Campaign
Answer: A series of related ads focusing on a common theme, slogan,
and set of advertising appeals. Extends for a defined period of time
●● Advertising Objective
Answer: A specific communication task that a campaign should
accomplish for a specified target audience during a specified period
