Advertising (11)

Question 1

What is advertising?

Answer 1

Advertising is external communication that is paid for by the seller and that promotes a product to potential customers.

Question 2

Advertising is external _______ that is paid for by the ______ and that promotes a product to potential customers.

Answer 2

communication, seller

Question 3

What is the first step a marketer should take when creating advertisements?

Answer 3

determine the purpose and craft the ad accordingly

Question 4

What are three functions/purposes of advertisments?

Answer 4

• Inform
• Persuade
• Remind and Reinforce

Question 5

What does informing the consumer mean?

Answer 5

letting the customer know that the product exists or letting customers know about a product’s attributes or benefits

Question 6

When is a good time to inform the customer through advertising?

Answer 6

particularly useful during the introduction stage of the product life cycle

Question 7

When is the persuasive element of advertising helpful?

Answer 7

the evaluation of alternatives stage of the buyer behavior process where customers are aware of the product but have not made a purchase decision.

Question 8

Advertising can serve to simply _______ customers that the product exists.

Answer 8

remind

Question 9

When does reminding the customer work well?

Answer 9

When there is a high brand awareness of the product among the target market

Question 10

What are the four categories of Advertising media?

Answer 10

• Broadcast
• Print
• Out-of-home
• Digital

Question 11

Broadcast includes…

Answer 11

television and radio, both national and local stations

Question 12

Local television ads can target by _________ segmentation, but they still reach the overall population in that area.

Answer 12

geographic

Question 13

Why does Television advertising still carry an element of credibility and prestige?

Answer 13

because television in general has the concept of fame or success associated with it

Question 14

WHo do radio ads target?

Answer 14

Local radio ads can often target the specific audiences that listen to various types of music or programming.

Question 15

Radio ads are _____ and ______ to create and don’t take long to start running once created

Answer 15

easy, affordable

Question 16

Do radio ads have a short of long life span?

Answer 16

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).

Question 17

Print includes…

Answer 17

newspapers, magazines, brochures, directories, and flyers.

Question 18

Print adcvertising has experienced a sharp ______ in recent years because…

Answer 18

decline

readers have turned to digital news options.

Question 19

What is a downside to advertisng in magazines?

Answer 19

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.

Question 20

what are out-of-home advertsiments good for?

Answer 20

mass marketing; they often have a high up-front cost but are seen by a wide segment of the population.

Question 21

What is a drawback to billboard ads?

Answer 21

they cannot display many details (as far as text information); people only have time to read a few words while driving by.

Question 22

Digital includes…

Answer 22

running ads on social media platforms, on search engines, and on other websites.

Question 23

what is a downside to advertising digitally?

Answer 23

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.

Question 24

In recent years, digital ad spending has ______ and print ad spending has _______

Answer 24

increased, decreased

Question 25

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.

Answer 25

31, 67.3, 29.2

Question 26