Chapter 15

Question 1

What is product advertising

Answer 1

Advertising that tries to sell a specific product

Question 2

Institutional advertising

Answer 2

Advertising that tries to promote an organizations image reputation or ideas

Question 3

Pioneering advertising

Answer 3

Advertising that tries to develop primary demand for a product category

Question 4

Competitive advertising

Answer 4

Advertising that tries to develop selective demand for a specific brand rather than a product category

Question 5

Direct type advertising

Answer 5

Competitive advertising that aims for immediate buying action

Question 6

Indirect type advertising

Answer 6

Competitive advertising that points out product advantages

Question 7

Comparative advertising

Answer 7

Advertising that makes specific brand comparison using actual product names

Question 8

Reminder advertising

Answer 8

Advertising to keep the products name before the public

Question 9

Copy thrust

Answer 9

With the words and illustrations of an ad should communicate

Question 10

Advertising agencies

Answer 10

Specialists in planning and handling mass selling details for advertisers

Question 11

Corrective advertising

Answer 11

Ads to correct deceptive advertising