19 May Question16. Advertising is a promotion mix ingredient that is a ___
Question
16. Advertising is a promotion mix ingredient that is a _________ communication.
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.
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