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a paid form of marketing comm

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the difference between advertising and publicity is that advertising is

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identify the target audience

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first step in beginning an advertising campaign is

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consumers whom its research designates as its target market

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for an advertiser the target audience is

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persuade consumers to take action

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slogans like don't text and drive and buy flood insurance are examples of ads designed to

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getting consumers attention

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in simple words advertising is really about

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many people think of marketing and averting as synonymous

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because advertising is the most visible form of marketing

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get our attention

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to get us to remember their ad and the product or brand in the ad, advertisers must first

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how well he can identify his target audience

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greg's ad campaign for his tour company success depends on

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set explicit and measurable objectives for the campaign

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after identifying a target market, jorge will

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inform, persuade or remind customers

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generally speaking, all advertising messages are designed to

question

will later be used to measure the success or failure of the campaign

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the advertising plan is crucial to a campaign because

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pull strategy- to get the product into stories by having consumers demand it

answer

when advertising to consumers the object is

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pull the product into retail stores through consumer demand

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when beverage companies develop a new product they heavily advertising in order to

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push

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a free all-expense paid trip to vegas for dealers that sell at least 24 units this year. this strategy is

question

push

answer

offering free point of purchase displays for ordering their product. this is what strategy

question

create and build brand awareness

answer

informative advertising is used to

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informative

answer

now available, rabbits. is an example of what strategy

question

persuasive

answer

when a product has gained a certain level of brand awareness, firms use what type of advertising to motivate consumers to take action

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buy now, pay later

answer

which of the following is the best example of persuasive message

question

persuasive

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pg has repositioned tide within the laundry detergent many times over to motivated the consumer to use the product. the product is in a later product life cycle and this is an example of

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is most intense

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persuasive advertising is often used when competition

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prompt repurchase of a product

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reminder advertising is primarily used to

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reminder

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the bud wiser commercials with the horses wishing a good holiday season is an example of what type of message

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institutional advertising

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the california raisins ad band of dancing raisins, huge popular and resulted in merch

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psa

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ad that focuses on public welfare issues

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broadcasters to devote a specific amount of free time to them

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because PSA are a special class FCC requires

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PSA

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smokey the bear, you can prevent wildfires

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specific and measurable

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regardless of the objective, the objectives must be

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b2b marketing is usually involves more personal selling

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generally less money is spent on advertising in b2b markets

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the budgeting method used

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which of the following is not a major consideration in determining an advertising budget

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tout the products key benefits as perceived by target market

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what is a starting point for an ad message

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solving problems for consumers

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when developing an ad message the message should focus on

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USP

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trying to explain how his cell company is different from others offered. trying to establish

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meaningful to the consumer

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walmarts low prices USP is effective because

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informational

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appeals help consumers make purchase decisions by offering facts and strong arguments about relevant issues explaining key benefits of the products and services

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emotional appeal

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message designed to focus on consumer fear of robbery this is

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create a bond between the consumer and the brand

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the key to a successful emotional advertising appeal is to use the emotion to

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personal desires

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an emotional appeal aims to satisfy

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utilitarian needs

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informational appeal speaks to consumers

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anger

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which of the following is least common emotional appeal

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the characteristics of the media selected to carry the message

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the content of an advertising message is closely tied to

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media mix

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combination of media used and frequency of advertising in each medium

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media mix

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the magazine, internet and direct main advertising is microsoft's

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television

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most expensive media buy

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internet

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in addition to spanish language media, which of following mediums are experience growth

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usa today

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example of a mass media advertising channel

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change and personalized messages for different audiences

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advantages of niche media is that it often allows marketers to

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radio

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particularly good advertising medium for groceries and fast food

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the total GRP

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advertising can determine how effective their media mix has been by calculating

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television

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advertising in which medium relies on mix of visual and auditory tech

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flighting

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advertising schedule uses heavy advertising during some periods followed periods of no advertising

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pulsing

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schedule uses a base level of advertising during some periods followed by periods of increased advertising

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continuous

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for products purchased throughout the year, advertisers use which schedule

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creation of the advertisement

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once the message, type of ad and appeal are decided the advertiser focuses on

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dictate the type of medium used to deliver the message

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the execution style for the ad will

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consistent and compelling message

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when using different media, advertisers need to deliver

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should not overshadow the message

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the creative aspect of advertising design

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match the medium and the objectives

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the execution style of an advertising message must

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be short and use simple words

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writing copy one should

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photo credits

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which isn't part a key part of an advertisement

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posttesting

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the effectiveness of an advertising campaign is assessed during the campaign

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pretest

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to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended

question

the daily and weekly sales volume

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monitoring the ad campaign jami will keep track of

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tracking

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monitoring sales volumes on a daily basis will be part of his

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postest

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to determine whether objectives have been met, the marketer will

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lift

answer

additional sales that can be attributed to an advertising campaign are known as

question

protect consumers from deceptive practices

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advertising regulation involves a complex mix of laws designed to

question

fda, fcc, ftc

answer

three major regulating advertising agencies

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ftc

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primary enforcement agency for mass media advertising

question

better business bureau on children's advertising review unit guidelines

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a guide for ethically advertising to children

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EU advertising laws are more restrictive than those in the US

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US global marketers have found that

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you have tried the rest, now try the best

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best example of puffery

question

supports promotional efforts by generating free media attention

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unlike advertising public relations

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public relations

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identifying events where celebs would wear the fashions was part of an activity related to

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helping

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is the internet helping or hurting PR

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cause-related marketing

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commercial activity in which businesses and charities form partnerships to market for their mutual benefit

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coupons and rebates

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not a PR tool but a sales promotion tool

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sales promotions

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special incentives or excitement building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs

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sweepstakes

answer

does not require entrant to complete a task other than buying a ticket or filling out a form

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deal

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buy one, get one free is what type of sales promotion

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premiums

answer

offering an item at free or at bargain price to reward sampling, buying or testing behavior

question

rebates increase sales, but few customers actually apply for the rebate

answer

firms are willing to offer generous rebates because

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near the check-out counter

answer

special in store displays for magazines and chewing gum are most effective located

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cross-promotion

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when two or more firms join forces to reach a target audience in a short term effort

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sales promotion, advertising

answer

traditionally marketers have seen the role of ____ as generating short term results and ____ as long term results

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the two products appeal to the same target market

answer

cross promotion is most successful when

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