JL Chapter 17 questions

JL Chapter 17 questions - MKTG Chapter 17Advertising and...

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MKTG Chapter 17—Advertising and Public Relations 1. _____ is any form of impersonal, sponsor-paid, one-way mass communication. a. Publicity b. Advertising c. Promotion d. Public relations e. Direct marketing 2. How can advertising affect consumers? a. changes cultural practices and conventions b. changes strongly held values c. manipulates society against its will d. changes negative attitudes to positive ones e. makes people buy things they do not want 3. _____ advertising is designed to enhance a company's image rather than promote a particular product. a. Publicity b. Institutional c. Pioneering d. Selective e. Image 4. Unlike advertising that establishes or maintains a company's identity, _____ advertising touts the bene- fits of a specific good or service. a. selective b. cooperative c. advocacy d. image e. product 5. Which type of advertising is used to stimulate demand for a new product or product category? a. Comparative b. Innovative c. Focused
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d. Image e. Pioneering 6. Which form of advertising is designed to influence demand for a specific brand? a. institutional advertising b. primary advertising c. competitive advertising d. direct advertising e. growth advertising
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7. _____ advertising compares two or more specifically named or shown competing brands on one or more specific attributes. a.
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JL Chapter 17 questions - MKTG Chapter 17Advertising and...

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