- The
vast majority of advertising is _, designed to increase purchase of a
specific offering.
A. Institutional
B. Product
C. Slice of life
D. Moral
E. Research based - stimulates primary demand.
A. Pioneering advertising
B. Competitive advertising
C. Institutional advertising
D. Comparative advertising
E. Sales promotion - “Cotton:
The fabric of our lives” is an example of industry sponsored
____.
A. Institutional advertising
B. Ethical advertising
C. Comparative advertising
D. Competitive advertising
E. Product advertising - Building
a positive customer attitude toward the brand is a key component of _
advertising.
A. Pioneering
B. Competitive
C. Institutional
D. Comparative
E. Sales promotion - When
two or more brands are reviewed side by side against each other on certain
attributes this is considered ________________.
A. Pioneering advertising
B. Competitive advertising
C. Institutional advertising
D. Comparative advertising
E. Sales promotion - Apple
has run a series of humorous ads on television in which two guys stand side by
side and sling barbs back and forth about features of the Mac versus the PC.
This is an example of _____________.
A. Pioneering advertising,
B. Competitive advertising
C. Institutional advertising
D. Comparative advertising
E. Sales promotion - measures the percentage of individuals in a defined target market that are
exposed to an ad during a specified time period.
A. Frequency
B. Target
C. Pioneering
D. Reach
E. Din - measures the average number of times a person in the target market is exposed
to the message.
A. Frequency
B. Target
C. Pioneering
D. Reach
E. Hits - is NOT one of the examples of the seven broad categories of advertising
media.
A. Radio
B. Magazines
C. Outdoor
D. Direct mail
E. Fax - _______
is an advantage of using television media advertising.
A. Short shelf life
B. Appeals to multiple senses
C. Impressions are fleeting
D. Benefit of din
E. Cost
The correct answer and explanation is:
Answers and Explanations:
61. B. Product
- Explanation: The majority of advertising is product advertising, which aims to promote a specific offering to encourage purchases. Product advertising focuses on the benefits, features, and value of a particular product or service.
62. A. Pioneering advertising
- Explanation: Pioneering advertising is used to stimulate primary demand by introducing an entirely new product category or concept to the market. This type of advertising aims to create awareness and educate consumers.
63. A. Institutional advertising
- Explanation: Institutional advertising promotes an entire industry rather than a specific product. “Cotton: The fabric of our lives” is an example that builds a positive image of the cotton industry as a whole.
64. B. Competitive
- Explanation: Competitive advertising focuses on building a positive customer attitude toward a specific brand, differentiating it from competitors. It often highlights unique features or advantages.
65. D. Comparative advertising
- Explanation: Comparative advertising involves comparing two or more brands side by side on specific attributes to show the superiority of one brand over others.
66. D. Comparative advertising
- Explanation: The humorous Apple ads contrasting Mac and PC are a clear example of comparative advertising, directly comparing features to highlight Mac’s advantages.
67. D. Reach
- Explanation: Reach measures the percentage of the target audience exposed to an advertisement during a specific period. It quantifies the breadth of exposure.
68. A. Frequency
- Explanation: Frequency measures how often a person in the target market is exposed to the same advertisement. It indicates the depth of exposure.
69. E. Fax
- Explanation: Fax is not a common advertising medium in the seven broad categories, which include radio, television, magazines, outdoor, newspapers, digital, and direct mail.
70. B. Appeals to multiple senses
- Explanation: One of the main advantages of television advertising is its ability to appeal to multiple senses through a combination of visual and auditory elements. This enhances engagement and retention.
Explanation of the Correct Answers :
Understanding advertising principles is crucial for crafting effective campaigns. The vast majority of ads are product advertisements (Q61), aiming to increase sales by highlighting a product’s value. Pioneering advertising (Q62) is essential in creating demand for new product categories, focusing on educating the market. Institutional advertising (e.g., “Cotton: The fabric of our lives” in Q63) promotes an entire industry, helping build a favorable perception.
Building brand preference often requires competitive advertising (Q64), emphasizing a brand’s unique qualities. Similarly, comparative advertising (Q65 & Q66) contrasts brands, like Apple’s iconic Mac vs. PC campaigns, to showcase superiority.
Metrics like reach (Q67) and frequency (Q68) are crucial for assessing ad effectiveness. Reach determines how many people see the ad, while frequency measures how often it reaches the same person, both vital for campaign optimization.
Ad media choices, such as TV, radio, and digital, significantly impact campaign success. Fax (Q69) is outdated and not a major advertising medium today. Television advertising, a powerful medium, excels because it appeals to multiple senses (Q70), creating memorable, engaging experiences despite its fleeting impressions.
By understanding these concepts, marketers can tailor strategies to meet objectives effectively.