Effects of Advertising
Ad Decisions
Types of Advertising
Channels
What's the difference?Potpourri
100
1.4 million
What is the number of people who work in various marketing positions including media advertising such as newspapers, magazines, television, radio, and internet media.
100
A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
What is an advertising campaign?
100
Used to build up the image of the company.
What is institutional advertising?
100
Advantages of this channel include year round readership and geographic selectivity; disadvantages include limited color and low pass-along rate.
What are newspapers?
100
Consumer sales promotion versus trade sales promotion.
What is sales promotion activities targeting the ultimate consumer versus activities targeting a marketing channel member, such as a wholesaler or retailer?
200
True or false: New brands with a small market share spend proportionally more for advertising and sales promotion than those with a large market share
TRUE: New brands with a small market share spend proportionally more for advertising and sales promotion than those with a large market share
200
Defining Advertising Goals for Measured Advertising Results
What is the DAGMAR (Defining Advertising Goals for Measured Advertising Results) approach in which all advertising objectives should precisely define the target market, the desired percentage change in some specified measure of effectiveness, and the time frame in which that change is to occur. Once objectives are defined, creative work can begin on the advertising campaign.
200
Used to enhance the sales of a specific good or service.
What is product advertising?
200
Disadvantages include longer-term advertiser commitment and lack of urgency. Advantages include long advertising life and high pass-along rates.
What are magazines?
200
Trade allowance versus push money.
What is a price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers versus money offered to channel intermediaries to encourage them to sell products?
300
TRUE OR FALSE: Later, new brands tend to require lower spending to maintain a certain minimum level of exposure to measurably affect purchase habits.
FALSE: New brands tend to require higher spending to maintain a certain minimum level of exposure to measurably affect purchase habits.
300
"Sell the sizzle, not the steak."
What is an example of product benefit advertising?
300
Typically used to safeguard against negative consumer attitudes and to enhance the company’s credibility among consumers who already favor its position
What is advocacy advertising (or a type of institutional advertising)?
300
Advantages include low cost and short-notice scheduling; disadvantages include commercial clutter and no visual treatment.
What is radio?
300
Coupon versus rebate
What is a promotional tool that encourages product trial and repurchase versus a direct price cut to consumers, usually provided after a proof of purchase is mailed in?
400
Sales or market share decrease no matter how much is spent on advertising and sales promotion
What are diminishing returns?
400
A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign... and provide an example for an additional 200 points.
What is the unique selling proposition (often slogans or jingles)?
400
Advertising used during the introductory stage of the product life cycle.
What is pioneering advertising?
400
Advantages include wide, diverse audience and entertainment carryover; disadvantages include consumer skepticism and high campaign cost.
What is television?
400
Contest versus sweepstakes
What is a promotion in which participants use some skill or ability to compete for prizes versus promotions that depend on ?chance, with free participation?
500
TRUE OR FALSE: Advertising does not change a consumer’s negative attitude toward a product, or reinforce a positive attitude.
FALSE: Advertising may change a consumer’s negative attitude toward a product, or reinforce a positive attitude.
500
Newspapers, magazines, radio, television, outdoor media and the Internet.
What are the six major "channels" of advertising media?
500
Care should be used with this advertising approach in global markets due to government regulations and cultural/social value sensitivity
What is comparative advertising?
500
Disadvantages include not everyone has access and difficult to measure reach/ROI; advantages include fast growing use and short lead time?
What is Internet advertising?
500
"Just say no" versus "Just do it"
What is a PSA/advocacy campaign versus a unique selling proposition?
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