Advertising (11) Flashcards
What is advertising?
Advertising is external communication that is paid for by the seller and that promotes a product to potential customers.
Advertising is external _______ that is paid for by the ______ and that promotes a product to potential customers.
communication, seller
What is the first step a marketer should take when creating advertisements?
determine the purpose and craft the ad accordingly
What are three functions/purposes of advertisments?
- Inform
- Persuade
- Remind and Reinforce
What does informing the consumer mean?
letting the customer know that the product exists or letting customers know about a product’s attributes or benefits
When is a good time to inform the customer through advertising?
particularly useful during the introduction stage of the product life cycle
When is the persuasive element of advertising helpful?
the evaluation of alternatives stage of the buyer behavior process where customers are aware of the product but have not made a purchase decision.
Advertising can serve to simply _______ customers that the product exists.
remind
When does reminding the customer work well?
When there is a high brand awareness of the product among the target market
What are the four categories of Advertising media?
- Broadcast
- Out-of-home
- Digital
Broadcast includes…
television and radio, both national and local stations
Local television ads can target by _________ segmentation, but they still reach the overall population in that area.
geographic
Why does Television advertising still carry an element of credibility and prestige?
because television in general has the concept of fame or success associated with it
WHo do radio ads target?
Local radio ads can often target the specific audiences that listen to various types of music or programming.
Radio ads are _____ and ______ to create and don’t take long to start running once created
easy, affordable
Do radio ads have a short of long life span?
short
radio ads tend to have a short lifespan; they don’t last beyond the playing of the commercial (where print ads can last longer).
Print includes…
newspapers, magazines, brochures, directories, and flyers.
Print adcvertising has experienced a sharp ______ in recent years because…
decline
readers have turned to digital news options.
What is a downside to advertisng in magazines?
that there is often a long lead-time (time from creating the ad to when it runs in the magazine), so running an ad at the last-minute is usually not an option.
what are out-of-home advertsiments good for?
mass marketing; they often have a high up-front cost but are seen by a wide segment of the population.
What is a drawback to billboard ads?
they cannot display many details (as far as text information); people only have time to read a few words while driving by.
Digital includes…
running ads on social media platforms, on search engines, and on other websites.
what is a downside to advertising digitally?
A downside to advertising digitally is that not all target market groups can be found online. For instance, older customer bases may not be as active online to see digital ads.
In recent years, digital ad spending has ______ and print ad spending has _______
increased, decreased
The Pew Research Center found that in 2017, _____ percent of all newspaper ad revenue was from digital sources.
The 2018 numbers presented by emarketer show that mobile makes up ______ percent of the _____ percent of the total media advertising.
31, 67.3, 29.2
