Advertising

Question 1

Define advertising

Answer 1

Any paid promotion of an idea, good, or service
Since a company pays for advertising, it has control over the message it wants to deliver

Question 2

List the 4 types of advertising

Answer 2

1. Print
2. Broadcast
3. Direct marketing
4. Online/digital marketing

Question 3

List some factors that determine the advertising rate/cost

Answer 3

Circulation, or size of the audience that will be exposed to the ad

Question 4

Describe promotional advertising and give an example

Answer 4

Advertising with a goal of selling an item being promoted
Ex. Promotional Ad for Nivea Men in the Socitaibank Arena washroom

Question 5

Describe institutional advertising and give an example

Answer 5

Advertising with a goal of developing goodwill or positive image
Ex. “Got Milk” ads with celebrities

Question 6

List the 6 types of print media advertising

Answer 6

1. Newspapers
2. Magazines
3. Direct mail
4. Outdoor advertising
5. Station posters
6. Stadium signage

Question 7

List some advantages and disadvantages of broadcast advertising (radio)

Answer 7

Advantages:
Allows advertisers to reach a segmented audience base; relatively low cost and communicate in many settings
Disadvantages:
Does not broadcast a visual image

Question 8

List some advantages and disadvantages of broadcast advertising (tv)

Answer 8

Advantages:
Sight, sound and motion which create dynamic communication
Can target an audience by selecting a specific tv program (infomercials)
Disadvantages:
Cost of airtime

Question 9

Explain and give an example of what direct marketing/advertising is

Answer 9

Uses various media to communicate directly with consumers to make a sale
Ex. Direct mail, telemarketers, infomercials

Question 10

Explain and give an example of what online advertising is

Answer 10

Some businesses use their websites directly to sell products or they can pay for a listing on other websites
Ex. Banner advertising, company websites, online promotions, social media