BUS 346 ch. 18 – Flashcards

One of the advantages of niche media is that it often allows marketers to

Persuasive advertising is often used when competition

Because PSAs are a special class of advertising, FCC rules require

Because advertising is the most visible form of marketing,

Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver

The difference between advertising and publicity is that advertising is

Generally, which of the following is the most expensive media buy?

For an advertiser, the target audience can be understood as

The __________ is the primary enforcement agency for mass media advertising.

Walmart's "Everyday low prices" selling proposition is effective primarily because it is

An emotional appeal aims to satisfy consumers' __________, whereas an informational appeal speaks to consumers' __________.

The __________ stage of the advertising campaign planning process can be described by the question, "Who are we trying to talk to?"

__________ is a particularly good advertising medium for groceries and fast food.

Advertisers can determine how effective their media mix has been in reaching their target audience by calculating __________ of the advertising schedule.

The execution style of an advertising message must

The content of an advertising message is closely tied to

The __________ is the combination of media used and the frequency of advertising in each medium.

`A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising.

Brad is working on the creative design for his company's new ad campaign. This is his first major assignment. His boss reminds him that when writing a headline, it should

Estella is trying to create an advertising message that communicates the tangible features of her company's laptop computers, telling consumers about the relative advantages of her products as compared to other offerings in the market. Estella is trying to create an __________ appeal.

Reminder advertising is primarily used to