Advertising

Question 1

define advertising

Answer 1

any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

Question 2

what are the three objects of hierarchy of effects model

Answer 2

inform, persuade, remind

Question 3

what are the three stages of the hierarchy of effects model

Answer 3

advertising, sales promotion, advertising

Question 4

what are the 4 roles within an ad agency

Answer 4

account service, strategic planners, creatives, production

Question 5

there has to be a(n) ____________________ between the consumer and the brand

Answer 5

emotional connection

Question 6

what are the 5 M’s of advertising

Answer 6

mission, money, message, media, measurement

Question 7

what are the two advertising objective approaches?

Answer 7

information appeals, tranformatinal appeals (logos and pathos)

Question 8

affordable advertising budget

Answer 8

setting the budget based on what the company thinks it can afford this year (not ideal, advertising is seen as expense rather than investment)

Question 9

percentage of sales advertising budget

Answer 9

setting the budget as a specified percentage of current or anticipated sales of the sales price (highly variable and backwards)

Question 10

competitive parirty advertising budget

Answer 10

setting the budget to achieve share of voice parity with competitors

Question 11

objective and task advertising budget

Answer 11

setting the budget by defining specific objectives, identifying the tasks that must be performed to achieve those objectives, and estimating the costs to perform them

Question 12

how to choose what type of media to use for a marketing strategy? (3 criteria)

Answer 12

reach (number exposed to marketing plan)
frequency (number of times within range that a person is exposed)
impact (qualitative value of exposure through given mediums)

Question 13

weighted number of exposures equation:

Answer 13

RFI

Question 14

total number of exposures equation:

Answer 14

GRP = E = R*F

Question 15

paid media

Answer 15

brand pays to leverage a channel

Question 16

earned media

Answer 16

when customers become the media channel

Question 17

owned media

Answer 17

channel that a brand controls

Question 18

define content marketing

Answer 18

form of advertising that uses the generation of content as a way to promote the particular brand which funds the content’s production

Question 19

guerilla marketing

Answer 19

advertisement strategy designed to promote products in an unconventional manner with relatively little budget to spend

Question 20

evaluated ad effectiveness measures: consumer mindset level (3)

Answer 20

aided recall, attitude tests, purchase intentions and willingness to pay

Question 21

two levels on which to evaluate ad effectiveness

Answer 21

consumer-mindset, product market level