Advertising and Public Relations- Chapter 16 Exam Questions and Correct Answers (Already Passed)
15. 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 - Answers a. institutional
16. Parisian Dry Cleaners airs a series of radio ads that claim, "We are the fastest dry cleaners in town."
This campaign would best be described as _____ advertising.
a. pioneer
b. target
c. product
d. institutional
e. advocacy - Answers d. institutional
17. 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 - Answers d. institutional advertising e.
comparative advertising
18. 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 - Answers c. advocacy
19. 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. - Answers e. advocacy advertising.
20. Tropicana orange juice has a television commercial where a young boy is drinking orange juice at
dinner. He remarks that he likes the great taste of Tropicana anytime. The element of the commercial
that focuses on drinking orange juice at dinner would be best classified as _____, while the focus on the
great taste of Tropicana would be best classified as _____.
a. comparative advertising; informative advertising
b. pioneer advertising; competitive advertising
c. institutional advertising; stimulating primary demand
d. product advertising; institutional
e. comparative advertising; competitive advertising - Answers b. pioneer advertising; competitive
advertising
21. The two major types of product advertising are:
a. institutional advertising and advocacy advertising.
b. pioneer advertising and competitive advertising.
c. competitive advertising and comparative advertising.
d. advocacy advertising and competitive advertising.
e. informative advertising and comparative advertising. - Answers b. pioneer advertising and competitive
advertising.
22. The "Got milk?" print campaign is advertising that stimulates demand for a(n) _____, known as
_____ advertising.
a. product category; pioneer
,b. product brand; competitive
c. product category; institutional
d. brand category; pioneer
e. product; comparative - Answers a. product category; pioneer
23. Which of the following lists forms of competitive advertising?
a. Pioneer, comparative, and reminder advertising
b. Reminder, repetitive, and reinforcement advertising
c. Comparative, reminder, and reinforcement advertising
d. Institutional, product, and comparative advertising
e. Product, pioneer, and reminder advertising - Answers c. Comparative, reminder, and reinforcement
advertising
24. When Volvo's advertising campaign mentions that the Volvo CX60 has the highest safety rating of
any European sedan, it is using _____ advertising.
a. advocacy
b. comparative
c. competitive
d. defensive
e. institutional - Answers c. competitive
25. Coors Inc. 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. advocacy advertising
b. competitive advertising
c. comparative advertising
d. defensive advertising
e. institutional advertising - Answers b. competitive advertising
, 26. Tercile 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 - Answers a. competitive
27. Soft drink companies advertise
rival brands by name. This type of advertising is best described as _____. a. pioneer
b. advocacy
c. comparative
d. defensive
e. selective - Answers c. comparative
28. 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 non-price basis e. competing in a less competitive market - Answers b.
brands that are attempting to compete with market leaders
29. The advertising campaign for Crest toothpaste lets consumers know about its newest flavor, and also
mentions its history as an established brand. The ad also mentions Crest's advantages and benefits.
Crest's advertising would be classified as _____.
a. repetitive advertising
b. reminder advertising
c. pioneer advertising
d. advocacy advertising
15. 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 - Answers a. institutional
16. Parisian Dry Cleaners airs a series of radio ads that claim, "We are the fastest dry cleaners in town."
This campaign would best be described as _____ advertising.
a. pioneer
b. target
c. product
d. institutional
e. advocacy - Answers d. institutional
17. 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 - Answers d. institutional advertising e.
comparative advertising
18. 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 - Answers c. advocacy
19. 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. - Answers e. advocacy advertising.
20. Tropicana orange juice has a television commercial where a young boy is drinking orange juice at
dinner. He remarks that he likes the great taste of Tropicana anytime. The element of the commercial
that focuses on drinking orange juice at dinner would be best classified as _____, while the focus on the
great taste of Tropicana would be best classified as _____.
a. comparative advertising; informative advertising
b. pioneer advertising; competitive advertising
c. institutional advertising; stimulating primary demand
d. product advertising; institutional
e. comparative advertising; competitive advertising - Answers b. pioneer advertising; competitive
advertising
21. The two major types of product advertising are:
a. institutional advertising and advocacy advertising.
b. pioneer advertising and competitive advertising.
c. competitive advertising and comparative advertising.
d. advocacy advertising and competitive advertising.
e. informative advertising and comparative advertising. - Answers b. pioneer advertising and competitive
advertising.
22. The "Got milk?" print campaign is advertising that stimulates demand for a(n) _____, known as
_____ advertising.
a. product category; pioneer
,b. product brand; competitive
c. product category; institutional
d. brand category; pioneer
e. product; comparative - Answers a. product category; pioneer
23. Which of the following lists forms of competitive advertising?
a. Pioneer, comparative, and reminder advertising
b. Reminder, repetitive, and reinforcement advertising
c. Comparative, reminder, and reinforcement advertising
d. Institutional, product, and comparative advertising
e. Product, pioneer, and reminder advertising - Answers c. Comparative, reminder, and reinforcement
advertising
24. When Volvo's advertising campaign mentions that the Volvo CX60 has the highest safety rating of
any European sedan, it is using _____ advertising.
a. advocacy
b. comparative
c. competitive
d. defensive
e. institutional - Answers c. competitive
25. Coors Inc. 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. advocacy advertising
b. competitive advertising
c. comparative advertising
d. defensive advertising
e. institutional advertising - Answers b. competitive advertising
, 26. Tercile 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 - Answers a. competitive
27. Soft drink companies advertise
rival brands by name. This type of advertising is best described as _____. a. pioneer
b. advocacy
c. comparative
d. defensive
e. selective - Answers c. comparative
28. 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 non-price basis e. competing in a less competitive market - Answers b.
brands that are attempting to compete with market leaders
29. The advertising campaign for Crest toothpaste lets consumers know about its newest flavor, and also
mentions its history as an established brand. The ad also mentions Crest's advantages and benefits.
Crest's advertising would be classified as _____.
a. repetitive advertising
b. reminder advertising
c. pioneer advertising
d. advocacy advertising
