Marketing Final Exam

Aacsb reflective msc blooms knowledge 14 exxon mobil

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Unformatted text preview: lication 13. Which form of advertising involves an organization expressing its views on controversial issues or responding to media attacks? a. Advocacy b. Persuasive c. Issue d. Comparative e. Image ANS: A This is the definition of advocacy advertising. PTS: 1 REF: 267 Thinking KEY: CB&E Model Promotion OBJ: 17-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 14. Exxon Mobil has launched a series of ads promoting its commitment to alternative energy sources during a time when the company is recording record profits while consumers struggle with high gas prices and environmentalists are concerned that burning fossil fuels is contributing to the acceleration of global warming. This is an example of _____ advertising. a. global b. homogeneous c. pioneering d. advocacy e. image ANS: D Advocacy advertising is a means for organizations to express their viewpoints on various controversial issues or respond to media attacks. PTS: 1 REF: 267 Thinking KEY: CB&E Model Promotion OBJ: 17-2 TOP: AACSB Reflective MSC: BLOOMS Application 15. Americans for Balanced Energy Sources has spent $1.3 million on ads to say that coal-fired electric generating plants can be clean despite growing opposition to coal plants, as many of the plants contribute directly to greenhouse gases leading to an accelerated increase in global warming. These ads are examples of _____ advertising. a. advocacy b. selective c. product d. differential e. image ANS: A Advocacy advertising is a means for organizations to express their viewpoints on various controversial issues or respond to media attacks. PTS: 1 REF: 267 Thinking KEY: CB&E Model Promotion OBJ: 17-2 TOP: AACSB Reflective MSC: BLOOMS Application 16. Unlike advertising that establishes or maintains a company’s identity, _____ advertising touts the benefits of a specific good or service. a. selective b. cooperative c. advocacy d. image e. product ANS: E This is the definition of product advertising. PTS: 1 REF: 267 Thinking KEY: CB&E Model Promotion OBJ: 17-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 17. General Motors runs magazine advertisements that encourage the purchase of Cadillac automobiles. This is an example of _____ advertising. a. pioneering b. circumstantial c. product d. advocacy e. comparative ANS: C Product advertising touts the benefits of a specific product or service. PTS: 1 REF: 267 Thinking KEY: CB&E Model Promotion OBJ: 17-2 TOP: AACSB Reflective MSC: BLOOMS Application 18. Pioneering advertising, competitive advertising, and comparative advertising are all types of: a. institutional advertising b. product advertising c. d. e. primary advertising commercial advertising commissioned advertising ANS: B Product advertising promotes the benefits of a specific good or service, and the types used are pioneering, competitive, and comparative advertising. PTS: 1 REF: 267 Thinking KEY: CB&E Model Promotion OBJ: 17-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 19. Which type of advertising is used to...
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This document was uploaded on 09/29/2013.

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