Chapter 1

Question 1

criteria for advertisement

Answer 1

paid
mass mediated
attempt to persuade

Question 2

Advertising VS IBP

Answer 2

Advertising is promoting product or services

IBP is more comprehensive
It is integrated
uses wide range of promotional tools
need to be coordinated

Question 3

Audience categories (2 types)

Answer 3

Type of Consumers & Geographic

Question 4

Type of Consumers

Answer 4

Household consumers
Business
members of a trade channel
government

Question 5

Geography

Answer 5

Global
international
national
regional
local 
cooperative

Question 6

Types of Advertising

Answer 6

Primary or Selective
Direct
Corporate vs Brand Advertising

Question 7

Primary

Answer 7

a specific category, milk, got milk ads!

Question 8

Selective

Answer 8

more than milk! They demand stimulation

Question 9

Direct

Answer 9

creates urgency

Ex. buy in the next 5 minutes and receive 10 bucks off

Question 10

mass mediated table stresses that

Answer 10

no ad sends one message, it can be interpreted in so many ways

Question 11

brand management is to

Answer 11

create an image

Question 12

value of a brand may offer

Answer 12

intangible or tangible

Question 13

advertising campaign

Answer 13

got milk…something with a theme

Question 14

global ads.

Answer 14

one fits all

Question 15

corporate advertising

Answer 15

promotes firm, not the brand

Question 16

delayed response ads

Answer 16

brand image development