Marketing Final Exam

A map floating over cell phone users heads showing

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Unformatted text preview: e or more specific attributes. a. Contrasting b. c. d. e. Comparative Pioneering Superlative Differentiational ANS: B This is the definition of comparative advertising. PTS: 1 REF: 268 Thinking KEY: CB&E Model Promotion OBJ: 17-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 25. Verizon runs ads that have a map floating over cell phone users’ heads showing where they have 3G network capabilities, and the blue coloring on the map shows that Verizon’s coverage is almost everywhere in the United States. The ads also show an unfortunate AT&T customer with a red-shaded map showing much less 3G network coverage throughout the United States. Verizon is using _____ advertising. a. competitive b. institutional c. comparative d. image e. pioneering ANS: C This comparative advertising names Verizon’s competitor, AT&T, and distinguishes the differences in the network coverage. PTS: 1 REF: 268 Thinking KEY: CB&E Model Promotion 26. Comparative advertising: a. b. c. d. e. OBJ: 17-2 TOP: AACSB Reflective MSC: BLOOMS Application does not have high claim recall effectiveness has always been legal but is in bad taste allows advertisers to falsely describe the competition was not allowed before the 1970s if the other brands were mentioned by name or shown results in high recall of the brand name of the advertised goods, but not for the named, competing brand ANS: D Comparative advertising compares two or more specifically named or shown competing brands on one or more specific attributes. Before the 1970s, it was allowed only in certain circumstances. PTS: 1 REF: 268 Thinking KEY: CB&E Model Promotion OBJ: 17-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 27. Around election time every year, we see ads on television claiming that one candidate is superior to another in terms of experience, capability, and/or ethics. Sometimes opponents are named and even vilified in these _____ ads. a. differential b. cooperative c. advocacy d. comparative e. image ANS: D Comparative advertising compares two or more specifically named or shown competing brands on one or more specific attributes. PTS: 1 REF: 268 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 28. Which of the following statements about comparative advertising is true? a. Comparative advertising is highly effective in Arabic countries. b. The FCC is the only federal agency that has any regulatory power over comparative advertising. c. Comparative advertising is often used for products experiencing strong growth. d. Comparative advertising is highly regulated and is illegal in certain countries. e. Comparative advertising is illegal in the United States. ANS: D Comparative advertising is not consistent with social values in Arabic countries and is not effective there. The Federal Trade Commission has regulatory power over comparative advertising. Comparative advertising is often used for products with sluggish growth. Comparative advertising is...
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This document was uploaded on 09/29/2013.

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