CSUF MKTG 351 Chapter 17 Questions with Correct Answers
(Grade A+)
Question 1: What is advertising?
Answer: -a popular form of promotion
Question 2: Why do new brands w/small market share tend to spend more for advertising and sales
promotion?
Answer: -a certain minimum level of exposure is needed to measurably affect purchase habits -after certain
level of spending, diminishing returns set in
Question 3: Define advertising response function.
Answer: spending for advertising and sales promotion increases sales or market share, up to a certain level,
but then produces diminishing returens
Question 4: What are the effects of advertising on consumers?
Answer: -informs people about products and services and influences their attitudes, beliefs, and ultimately
their purchases -may succeed in transforming a person's negative attitude into a positive one -reinforces
positive attitudes towards a brand
Question 5: What are the major types of advertising?
Answer: -institutional advertising -product advertising
Question 6: Define institutional advertising.
Answer: the goal of the promotion plan is to improve the image of the company
Question 7: Define product advertising.
Answer: advertiser wants to enhance the sales of a specific good or service
Question 8: What are the major functions of institutional advertising?
Answer: -designed to establish, change, or promote the corporation's identity as a whole -used to advocate
or express their views on controversial issues
Question 9: What are the major functions of product advertising?
Answer: -promotes the benefits of a specific good/service -product's life cycle determines which type of
advertising is used
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, Question 10: What type(s) advertising fall under product advertising?
Answer: -pioneering advertising -competitive advertising -comparative advertising
Question 11: What type(s) of advertising fall under institutional advertising?
Answer: -advocacy advertising
Question 12: Define advocacy advertising.
Answer: used to safeguard against negative consumer attitudes and to enhance the company's credibility
among consumers who already favor its positon
Question 13: Define pioneering advertising.
Answer: intended to stimulate primary demand for a new product or product category
Question 14: Define competitive advertising.
Answer: used to influence demand for a specific brand
Question 15: Define comparative advertising.
Answer: directly or indirectly compares 2+ competing brands on one or more specific attributes
Question 16: Define advertising campaign.
Answer: a series of related advertisements focusing on a common theme, slogan, and set of advertising
appeals
Question 17: Define advertising objective.
Answer: identifies the specific communication task that a campaign should accomplish for a specified target
audience during a specific period
Question 18: What method is used to set advertising objectives?
Answer: -DAGMAR approach Defining Advertising Goals for Measured Advertising Results
Question 19: What is the main goal in advertising?
Answer: -to sell the products benefit
Question 20: Define advertising appeal.
Answer: identifies a reason for a person to buy a product
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(Grade A+)
Question 1: What is advertising?
Answer: -a popular form of promotion
Question 2: Why do new brands w/small market share tend to spend more for advertising and sales
promotion?
Answer: -a certain minimum level of exposure is needed to measurably affect purchase habits -after certain
level of spending, diminishing returns set in
Question 3: Define advertising response function.
Answer: spending for advertising and sales promotion increases sales or market share, up to a certain level,
but then produces diminishing returens
Question 4: What are the effects of advertising on consumers?
Answer: -informs people about products and services and influences their attitudes, beliefs, and ultimately
their purchases -may succeed in transforming a person's negative attitude into a positive one -reinforces
positive attitudes towards a brand
Question 5: What are the major types of advertising?
Answer: -institutional advertising -product advertising
Question 6: Define institutional advertising.
Answer: the goal of the promotion plan is to improve the image of the company
Question 7: Define product advertising.
Answer: advertiser wants to enhance the sales of a specific good or service
Question 8: What are the major functions of institutional advertising?
Answer: -designed to establish, change, or promote the corporation's identity as a whole -used to advocate
or express their views on controversial issues
Question 9: What are the major functions of product advertising?
Answer: -promotes the benefits of a specific good/service -product's life cycle determines which type of
advertising is used
Page 1
, Question 10: What type(s) advertising fall under product advertising?
Answer: -pioneering advertising -competitive advertising -comparative advertising
Question 11: What type(s) of advertising fall under institutional advertising?
Answer: -advocacy advertising
Question 12: Define advocacy advertising.
Answer: used to safeguard against negative consumer attitudes and to enhance the company's credibility
among consumers who already favor its positon
Question 13: Define pioneering advertising.
Answer: intended to stimulate primary demand for a new product or product category
Question 14: Define competitive advertising.
Answer: used to influence demand for a specific brand
Question 15: Define comparative advertising.
Answer: directly or indirectly compares 2+ competing brands on one or more specific attributes
Question 16: Define advertising campaign.
Answer: a series of related advertisements focusing on a common theme, slogan, and set of advertising
appeals
Question 17: Define advertising objective.
Answer: identifies the specific communication task that a campaign should accomplish for a specified target
audience during a specific period
Question 18: What method is used to set advertising objectives?
Answer: -DAGMAR approach Defining Advertising Goals for Measured Advertising Results
Question 19: What is the main goal in advertising?
Answer: -to sell the products benefit
Question 20: Define advertising appeal.
Answer: identifies a reason for a person to buy a product
Page 2
