Marketing Chapter 15 Key Part 2

15. WellnessCare Inc. is a large manufacturer of consumer products. The company owns more than 120 brands, and its business is stretched over 16 countries. However, most of WellnessCare's advertisements promote specific brands rather than the company itself. What are such advertisements called?  A. Product-focused advertisements B. Operational advertisements C. Societal advertisements D. Institutional advertisements E. Public service advertisements These advertisements by WellnessCare Inc. are called product-focused advertisements. Product-focused advertisements are used to inform, persuade, or remind consumers about a specific product or service.  Accessibility: Keyboard Navigation Blooms: Apply DifÏculty: Hard Grewal - Chapter 15 #15 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-11 Focus of Advertisements 16. Which of the following is a reason for a company to choose product-focused advertisements over other types of advertisements?  A. Reminding consumers about procedural issues B. Persuading customers to buy products soon C. Creating awareness about the company D.Reminding consumers about a specific product E. Creating product awareness for public welfare Product-focused advertisements are used to inform, persuade, or remind consumers about a specific product or service.  Accessibility: Keyboard Navigation Blooms: Understand DifÏculty: Medium Grewal - Chapter 15 #16 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-11 Focus of Advertisements 17. Which of the following types of advertisements is used to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation?  A. Public service advertisements B. Operational advertisements C. Institutional advertisements D. Societal advertisements E. Product-focused advertisements The focus of institutional advertisements is to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation.  Accessibility: Keyboard Navigation Blooms: Remember DifÏculty: Easy Grewal - Chapter 15 #17 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-11 Focus of Advertisements 18. Manorek Inc. is a leading media company in the country of Lucidia. It is a reputed brand and is considered to be a trusted source of information by Lucidians. The company plans to enter another continent and wants to build the same kind of reputation in these markets. Manorek Inc. advertises to familiarize these new customers with the company and its reputation in Lucidia. What type of advertising would serve this purpose?  A. Product-focused advertising B. Societal advertising C. Operational advertising D.Institutional advertising E. Public service advertising Institutional advertising would serve this purpose of Manorek Inc. The focus of institutional advertisements is to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation.  Accessibility: Keyboard Navigation Blooms: Apply DifÏculty: Hard Grewal - Chapter 15 #18 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-11 Focus of Advertisements 19. The country of Devenopolis uses mass media advertisements to promote its tourist places, educational institutions, and industrial corporations in other countries. Devenopolis uses _____ advertising.  A. public service B. institutio nal C. societ al D. operation al E. productfocused Devenopolis uses institutional advertising. The focus of institutional advertisements is to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation.  Accessibility: Keyboard Navigation Blooms: Apply DifÏculty: Hard Grewal - Chapter 15 #19 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-11 Focus of Advertisements 20. Which of the following is an example of an institutional advertisement?  A. An advertisement soft drink B. An advertisement hair salon C. An advertisement goodwill D. An advertisement appliance brand E. An advertisement product that promotes a brand of that promotes the haircuts given in a that promotes a company's that promotes a home that promotes an organic An advertisement that promotes a company's goodwill is an example of institutional advertising. The focus of institutional advertisements is to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation.  Accessibility: Keyboard Navigation Blooms: Understand DifÏculty: Medium Grewal - Chapter 15 #20 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-11 Focus of Advertisements 21. The Slivereen Charity is a charitable organization working for the welfare of people in underdeveloped countries. The firm uses mass media advertisements in developed countries to generate funds for their initiatives in the underdeveloped countries. These advertisements are best categorized as:  A. institutional advertisements. B. operational advertisements. C. public service announcements. D. corporate announcements. E. product-focused advertisements. The advertisements done by The Silvereen Charity are an example of public service announcements (PSA). A special class of demand advertising is the public service announcement, which focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups.  Accessibility: Keyboard Navigation Blooms: Apply DifÏculty: Hard Grewal - Chapter 15 #21 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-13 Public Service Announcements 22. An organization decides to launch a social marketing program. Which of the following is most likely to be the objective of this program?  A. Analyzing the productivity levels of the organization B. Increasing the awareness about a new product offering C. Applying marketing principles to social issues D. Increasing the awareness about a paid service E. Reminding consumers about its most profitable product Public service announcements (PSAs) represent a form of social marketing, which is the application of marketing principles to a social issue to bring about attitudinal and behavioural change among the general public or a specific population segment.  Accessibility: Keyboard Navigation Blooms: Understand DifÏculty: Easy Grewal - Chapter 15 #22 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-13 Public Service Announcements 23. Advertisements that focus on public welfare and are generally sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups can be best categorized as:  A. public service announcements. B. operational advertisements. C. institutional advertisements. D. corporate announcements. E. product-focused advertisements. A special class of demand advertising is the public service announcement (PSA), which focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups. PSAs represent a form of social marketing, which is the application of marketing principles to a social issue to bring about attitudinal and behavioural change among the general public or a specific population segment.  Accessibility: Keyboard Navigation Blooms: Remember DifÏculty: Easy Grewal - Chapter 15 #23 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-13 Public Service Announcements 24. Which of the following terms can be most accurately defined as the application of marketing principles to a public issue to bring about attitudinal and behavioural change among the general public or a specific population segment?  A. Institutional announcements B. Operational marketing C. Social marketing D. Process marketing E. Product-focused announcements Public service announcements (PSAs) represent a form of social marketing, which is the application of marketing principles to a social issue to bring about attitudinal and behavioural change among the general public or a specific population segment. The public service announcement is a special class of demand advertising, which focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups.  Accessibility: Keyboard Navigation Blooms: Remember DifÏculty: Easy Grewal - Chapter 15 #24 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-13 Public Service Announcements 25. A company decides to market its products by featuring them in a reality television show. The celebrities in the show sometimes use the products, which in turn promotes the products. Which of the following advertisement techniques has the company used?  A. Conte st B. Product placement C. POP (point-of-purchase) display D. Loyalty program E. Premiu m The advertising technique used by the company is product placement. When marketers use product placement, they include their product in nontraditional situations, such as in a scene in a movie or TV program.  Accessibility: Keyboard Navigation Blooms: Understand DifÏculty: Medium Grewal - Chapter 15 #25 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-12 Product Placement 26. Which of the following refers to the inclusion of a product in nontraditional situations, such as in a scene in a movie or TV program?  A. Sweepstak e B. Point-of-purchase display C. Dea l D. Conte st E. Product placement When marketers use product placement, they include their product in nontraditional situations, such as in a scene in a movie or TV program.  Accessibility: Keyboard Navigation Blooms: Remember DifÏculty: Easy Grewal - Chapter 15 #26 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-12 Product Placement 27. Change Your Attitude is a reality television show in which participants from varying cultural backgrounds share a house. Marketers advertise in the show by letting the participants use their products and also by displaying products in the common areas of the house. This promotional strategy is an example of a:  A. product placement. B. contes t. C. deal . D. sweepstak e. E. pop display. This promotional strategy is an example of product placement. When marketers use product placement, they include their product in nontraditional situations, such as in a scene in a movie or TV program.  Accessibility: Keyboard Navigation Blooms: Apply DifÏculty: Hard Grewal - Chapter 15 #27 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-12 Product Placement 28. Which of the following generally enforces federal laws that ensure businesses in Canada operate in a fair and equitable manner?  A. Canadian Telecommunications Commission B. Health Canada C. Advertising Standards Canada D.Canada's Competition Bureau E. Canadian Radio-television Commission The Competition Bureau enforces the Competition Act (1986), the most comprehensive legislation affecting the marketing activities of companies in Canada. This act enforces federal laws that ensure businesses in Canada operate in a fair and equitable manner.  Accessibility: Keyboard Navigation Blooms: Remember