CH.11 - Advertising Message and Marketing Communications

Question 1

Price, Product, Place, Promotion, Advertising, Public Relations, Personal Selling, Sales Promotion, Digital Marketing, Direct Marketing, Guerilla Marketing

Answer 1

Promotional Mix: Marketing Communication Methods

Question 2

Paid form of non-personal communication about an organization, good, service, or idea by and identifies sponsor through mass media.

Answer 2

Advertising

Question 3

1. primary purpose: what unique benefit can we offer customers?
2. primary benefit: what unique benefit can we offer customers?
3. secondary benefit: what other key benefits will customers receive from our products?
4. target audience: to which market segment(s) are we aiming this ad?
5. audience reaction: what response do we want from our audience?
6. company personality: what image do we want to convey in our ads?

Answer 3

6 point advertising strategy

Question 4

• Movies, TV, video games: product placement, mentions, interactivity
• Newspaper, direct mail, magazines: coupons, flyers
• Sports: NASCAR, UFC, soccer, volleyball

Answer 4

Advertising Media

Question 5

Product Ads: promote a product’s uses, features, and benefits
Primary demand (pioneer) ads: focuses on stimulating demand for a product category (e.g. milk, beef, orange juice) instead of a specific brand
Competitive ads: points out a brand’s advantages relative to competing brands.

Answer 5

Types of advertising

Question 6

compare two or more brands on or more characteristics

Answer 6

Comparative ads

Question 7

Remind customers of an established brand’s characteristics and benefits.

Answer 7

Reminder Ads

Question 8

assure current users that they have made the right choice.

Answer 8

Reinforcement Ads

Question 9

Convey a firm’s position on a public issue.

Answer 9

Advocacy Ads

Question 10

appeal to consuners’ fears and insecurities and then offer a solution to those fears and insecurities.

Answer 10

Fear Ads

Question 11

communication via a news release, feature article, or press conference, about an organization/brand/products transmitted through mass media at no charge.

often times has a stronger impact than advertising.

Answer 11

Publicity