Advertising, Sales Promotion, and Public Relations Flashcards
1
Q
Types of ads
A
Product/service Institutional Pioneering Competitive Reminder Advocacy
2
Q
Product/Service ads
A
Promote product/service
3
Q
Institutional ads
A
Align company with idea/cause
4
Q
Pioneering ads
A
Announcements about what company is, what it does, or where it’s at
5
Q
Competitive ads
A
Advantage of one product class over another
6
Q
Comparative ads
A
Type of competitive ad that directly compares products together
7
Q
Reminder ads
A
Bring company’s name to attention of target market again
8
Q
Advocacy
A
State position of company on issue
9
Q
Message Content
A
Information and persuasive elements within ad
10
Q
Types of appeals
A
Sex
Humor
Fear
Emotional
11
Q
Puffery
A
Claim so outlandish that it is meant to be taken as exaggeration
12
Q
Deception
A
Claims that are not backed up by evidence
13
Q
Factors in selecting the right media
A
Target audience Type of product Nature of message Campaign objectives Available budget Cost of alternate media
14
Q
Media Planning Metrics
A
Reach Rating Frequency GRP CPM
15
Q
Reach
A
Number of people exposed to ad
