Advertising

Question 1

Promotional mix (3)

Answer 1

sales promotion
personal selling
public relations

Question 2

Teaser campaigns

Answer 2

does not completely reveal identity of product

attract attentions by being mysterious and engaging

Question 3

Lifestyle campaigns

Answer 3

associate product with desirable lifestyle- linking to aspirational groups

Question 4

Rational campaigns

Answer 4

appeal to the consumers cognition

heavy on facts, seek to persuade by rational argument

Question 5

Advertising planning functions

Answer 5

Setting the budget 
identifying the target 
media planning 
defining the objectives 
creating the advertising platform

Question 6

four elements important in the effectiveness of advertising

Answer 6

Awareness
liking
interest
enjoyment

Question 7

advertising aficionados

Answer 7

people that believe advertising is a good thing, paints a fair picture and good source of information

Question 8

consumer activist

Answer 8

people want to protect others and complain to manufacturer

Question 9

advertising moral guardians

Answer 9

advertising is creating a materialistic society, appeals to peoples baser instincts

Question 10

advertising seeker

Answer 10

person watches a lot of tv advertiser and enjoys It as entertainment

Question 11

Advertising effectiveness

Answer 11

Market research- post campaign tests
Recognition tests- asks consumer if they recognise ad
recall tests- unaided recall (which they remember seeing recently) Aided recall- shown a group without being told which one they are interested in