MKTG300 CH 19 – Flashcards
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FIrst&Second step to advertising campaign
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1. identify target audience 2. set explicit and measurable objectives
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Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to
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persuade consumers to take action
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because advertising is the most visible form of marketing , people think advertising and marketing are
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synonymous
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Brent is working on an advertising campaign to promote downtown businesses. He knows the increasing number of advertising communication channels available and changes in consumers' media usage
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make his job difficult
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Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on
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how well he can identify his target audience
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Advertising plan is crucial to an ad campaign because
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it will later be used to measure success or failure
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Actor Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting to a __________ arrangement the film company had made with an advertiser.
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Product Placement (alpha m)
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Example of puffery
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"youve had the rest, try the best"
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relationship between state and federal relations? EU advertising vs US advertising ?
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-state not always consistent w fed -EU more strict
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additional sales that can be attributed to an advertising campaign are known as
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lift
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Pottest means Pretest means
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evaluation of campaigns impact check before, do what its supposed to do
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a good indicator of advertising effectiveness is
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daily and weekly sales volumes
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The major text portion of a print advertisement that should arouse a desire for the product and move the consumer to action is contained in the
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Body Copy
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The execution style of an ad must match the ______ and __________
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the medium and objectives
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Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent of sales evenly distributed over the rest of the year. Gypsy will probably use a __________ advertising schedule.
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pulsing (advertisements increase during certain situations)
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Tyler runs a parasailing business on Hilton Head Island, South Carolina. Tyler closes his business in winter when the water gets too cold. Tyler should use a __________ advertising schedule.
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Flighting (heavy periods of advertisements followed by nothing)
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For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a __________ advertising schedule.
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continuous
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Advertising in which medium relies on a mix of visual and auditory techniques?
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TV
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process of evaluating and selecting the media mix
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media planning
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__________ is a particularly good advertising medium for groceries and fast food.
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radio
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When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's
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Media Mix (combo of outlets)
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the purchase of airtime or other advertisements is called
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media buy
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____________appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services.
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informational
