Advertising that aims to create a

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called __________ advertising.

17. 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

18. First Union Bank airs a series of radio ads that claim, “We are the friendly bank.” This campaign would best be described as __________ advertising.

a) pioneer

b) target

c) product

d) institutional

e) comparative

19. 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.

20. 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

21. 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.

22. A television advertisement showing the safety features of the Volvo “Cross Country” Wagon would be best classified as which of the following?

a) Product advertising

b) Pioneer advertising

c) Defensive advertising

d) Societal marketing

e) Publicity

23. The two major types of product advertising are

a) institutional and advocacy.

b) pioneer and competitive.

c) competitive and comparative.

d) advocacy and competitive.

e) informative and comparative.

24. Advertising that focuses on stimulating demand for a product category is called _____ advertising.

a) pioneer

b) competitive

c) institutional

d) categorical

e) product

25. Which of the following lists forms of competitive advertising?

a) Pioneer, comparative, reminder

b) Reminder, repetitive, reinforcement

c) Comparative, reminder, reinforcement

d) Institutional, product, comparative

e) Product, pioneer, reminder

26. What type of advertising points out a brand’s features and advantages that fit consumers but may not be available in other brands?

a) Reminder

b) Reinforcement

c) Competitive

d) Defensive

e) Institutional

27. Coors 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) pioneer.

b) competitive.

c) comparative.

d) defensive.

e) institutional.

28. Troy 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

29. Soft drink companies advertise that their products beat the competition in national “taste tests,” and they refer to the rival brands by name. This type of advertising is best described as

a) pioneer.

b) competitive.

c) comparative.

d) defensive.

e) selective.

30. 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 nonprice basis.

e) competing in a less competitive market.