Chapter 18
Chapter 18
Chapter 18
Chapter 18
Chapter 18
100
What are the two types of advertising?
Product Advertising and Institutional Advertising
100
This element reinforces previous knowledge of a product and is used in the PLC Maturity Stage
Reminder
100
What are the four execution styles of advertising?
Slice-of-life (Pepsi), Spokesperson (Flo), Humorous (Doritos on place), and Animated (Energizer Bunny)
100
The exposures (number of ads x number of viewers) is known as ______.
Cost per Thousand (CPM)
100
Advantage of Internet advertising is ______.
Video and Audio capabilities
200
What is the definition of Product Advertising?
Touts the benefits of a specific good or service
200
The Media Mix is defined and factors that influence is _____.
Group of Media that are used to promote the product.
200
Media selection takes into consideration ______ and _____ when communicating with the consumer.
Reach and Frequency
200
The Gross Rating Points (GRPs) is determined by multiplying ____ and _____.
Reach x Frequency
200
Disadvantage of Television advertising is _______.
High cost to write the check (Super Bowl commercials)
300
What are the three elements of Product Advertising?
Pioneering (Informational), Competitive (Persuasive), and Reminder
300
The advertising type that enhances a company's image (Corporate Identity) rather than promote a particular product
Institutional or aka Advocacy Advertising
300
In regards to Reach, ______ has passed Television.
Digital
300
Advantages of Television advertising are _______.
Reaches large market, cost per person
300
Disadvantage of Radio advertising is _____.
No visual Element
400
This element stimulates primary demand for a NEW Product and is used in the Primary Life Cycle (PLC) Introduction Stage.
Pioneering (AFLAC Example)
400
Advertising the benefit and not the attribute is a footstomper to do what?
Sell the sizzle, not the steak
400
In regards to Reach, _____ has passed radio and TV.
Mobile
400
Advantage of Radio advertising is _____.
Low Cost
400
Disadvantages of Newspapers are ______.
Static visual, poor color, moving away from medium, can't select demographic
500
This element is influences demand for BRAND GROWTH and is used the in the PLC Growth Stage. In addition, explicitly mentions competitor.
Competitive (PC vs MAC Example)
500
Of the 9 ad appeals, the four most relevant appeals are?
Health, Fear, Admiration, Environmental Consciousness
500
How many times an ad plays within a defined period is known as _____.
Frequency
500
Advantages of Newspapers are _____.
Coverage of local market, ads change quickly
500
Disadvantage of Internet advertising is _____.
Ad "click thru rates"
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