Chapter 15

Question 1

Advertising allowances:

Answer 1

price reductions to firms in the channel to encourage them to advertise or otherwise promote the firm’s products locally.

Question 2

Cooperative advertising:

Answer 2

producers sharing in the cost of ads with wholesalers and retailers

Question 3

Product advertising:

Answer 3

advertising that tries to sell a specific product.

Question 4

Institutional advertising:

Answer 4

advertising that tries to promote an organization’s image, reputation, or ideas–rather than a specific product.

Question 5

Pioneering advertising:

Answer 5

advertising that tries to develop primary demand for a product category rather than demand for a specific brand.

Question 6

Competitive advertising:

Answer 6

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

Question 7

Direct type advertising:

Answer 7

competitive advertising that aims for immediate buying action.

Question 8

Indirect type advertising:

Answer 8

competitive advertising that points out product advantages—to affect future buying decision

Question 9

Comparative advertising:

Answer 9

advertising that makes specific brand comparisons using actual product names.

Question 10

Reminder advertising:

Answer 10

advertising to keep the product’s name before the public.

Question 11

Copy thrust:

Answer 11

what the words and illustrations of an ad should communicate.

Question 12

Advertising agencies:

Answer 12

specialists in planning and handling mass-selling details for advertisers.

Question 13

Corrective advertising:

Answer 13

ads to correct deceptive advertising.