Advertising

Question 1

is any form of non-personal ____ and promotion of ___, ___, and ____ usually ___ for by an identified sponsor.

Answer 1

presentation
ideas 
goods 
services
paid

Question 2

Characteristics of Advertising

Answer 2

1. It is a marketing (selling) function.
2. paid for messages: therefore sponsor decides the message and its delivery form
3. could be educational (Public Service Announcement)

Question 3

Love relationship (3)

Answer 3

1. plays an economic role: keeps the economy going
2. mayor way of getting information to consumer.
3. Performs a social function- shows cultural values and perspectives

Question 4

Hate Relationship (4)

Answer 4

1. Uses false, misleading or deceptive measures to sell a product
2. Creates desires and needs that are wasteful and unhealthy.
3. Some ads are insulting and degrading.
4. Critics claim advertising pollutes the publics mind.

Question 5

Copy writers

Answer 5

1. print ads
2. radio scripts
3. TV scripts

Question 6

what is advertisement suppose to do? (4)

Answer 6

Makes people aware of products/services

changes peoples attitudes toward a product

tells consumers of products improvements

encourage people to shift to this product

Question 7

Demographic Audience (5)

Answer 7

1. Age
2. Gender
3. Marital Status
4. Income
5. Education

Question 8

Psychographic(2)

Answer 8

Human desires

Human needs

Question 9

Basic Need Level Order

Answer 9

1. Physiological (water, food, shelter and clothes)
   (sex, intimacy, social contact)
2. Safety- they exploit fear
   (cameras, alarms, bars, health and life insurance)
3. Love and Belonging
4. Self-esteem
5. Actualization- max level only a few get here.

Question 10

advertisement the exploit what?

Answer 10

What we want not what we need

Question 11

are words, phrases, sentences, ideas that try to tap into the needs and desire

Answer 11

appeals

Question 12

emotional

Answer 12

focus on audience feelings

desires & needs

Question 13

rational

Answer 13

focus on audience rationality

logic & reason

Question 14

Slogan

Answer 14

short catchy word phrase that becomes identified with the product

Question 15

call for attention

Answer 15

phone number or website

Question 16

Advertisement situation

Answer 16

1. Particular position of the production service
2. market share
3. Audience
4. Competition