Definitions
Advertising Yesterday, Today and Tomorrow
Economic, Social and Regulatory Aspects
Business of Advertising
Market Segmentation, Targeting and Marketing Mix
100
A(n) effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that rank high on the consumer's priority list.
What is positioning strategy?
100
Began when Volley B. Palmer established a business in Philadelphia in 1841.
What is the profession of advertising
100
There is too much advertising due to the proliferation of this.
What is new media?
100
This business has evolved into four distinct groups.
What is the advertising business?
100
The Values and Lifestyles (VALS) typology uses a two dimensional structure based on these two things.
What are primary motivation and resources?
200
The structured and composed non-personal communication of information, usually paid for and usually persuasive in nature, about products or ideas by identified sponsors through various media
What is advertising?
200
The most important development in the history of advertising
What is the printing press?
200
The big cursive G that appears in all ads for General Mills cereals is an example of this.
What is a trademark?
200
This position writes the words that make up the headline and message in an ad.
Who is the copywriter?
200
Harris Teeter is a chain of supermarkets in the Atlanta area. In one of its stores that is in a predominantly Jewish neighborhood, the store has three rabbis on staff who make sure the foods sold at the store are kosher. Each of the other Harris Teeter stores has distinct characteristics that ally it with the neighborhood in which it is located. The chain is using this type of segmentation.
What is geodemographic?
300
Used to claim superiority to competitors
What is comparative advertising?
300
Advertising reaches us through various channels of communication referred to as this.
What is media?
300
The major regulator of advertising for products sold in interstate commerce.
Who is the Federal Trade Commission?
300
Retailers like The Home Depot use tv, catalogs, the Internet and magazines to transmit its advertising messages to consumers. In terms of the four distinct groups around which advertising is organized, The Home Depot uses this.
What is media?
300
Market segmentation is a two-step process. The second step is this.
What is aggregate groups of people or organizations into larger market segments?
400
The retainer method of pricing the services of an ad agency is also called this.
What is the straight-fee method?
400
Drives the growth of advertising since its earliest beginnings and has made it one of the hallmarks of the free enterprise system.
What is economics?
400
U.S. Caviar ran ads in an onboard American Airlines magazine offering real Russian caviar at substantially lower prices than it typically sold for. Later FTC investigators determined the caviar U.S. Caviar was selling as exotic Russian caviar was produced in the U.S. and was actually overpriced given its quality. U.S. Caviar engaged in this.
What is deceptive advertising?
400
An ad describing why you should buy a Glen Muir organic product is an example of this.
What is product advertising?
400
Through marketing research, Prudential Insurance discovered that about 40 percent of its sales were initiated by current customers rather than company insurance agents. With this knowledge it used this kind of behavioristic segmentation variable to segment its market into Prudential policy holders and non-policy holders.
What is user status?
500
The product's ability to satisfy both functional needs and symbolic wants
What is product utility?
500
By publicizing the material, social and cultural opportunities of a free enterprise society, advertising has encouraged this.
What is increased productivity by both management and labor?
500
When advertisers spend millions of dollars trying to convince people that their products will make them healthier and more successful, they are trying to do this.
What is manipulate consumers' value systems?
500
This is an advantage that a company has when it uses a decentralized advertising department.
What is increased divisional flexibility?
500
The Visitors Bureau of Greenville, Miss., uses an ad with the following headline, "Join some others who got inspired here," and then lists the famous authors that came from this area of the state. The message in this headline indicates the city is using this to attract tourists.
What is benefit segmentation?
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