Chapter 1

Question 1

Mobile marketing

Answer 1

Communicating with target markets through mobile devices

Question 2

Sweeping Shift in ADV and IBP

Answer 2

Old media: ADV was “pushed” at potential
consumers
New media: We now “pull” media messages

Question 3

Advertising definition

Answer 3

Advertising is paid, mass mediated attempt to persuade

Question 4

Client/sponsor

Answer 4

The company or organization that pays for advertising

Question 5

The key challenge for ADV remains the same:

Answer 5

Effectively communicate the brand

Question 6

Three criteria for communication to be classified as advertising:

Answer 6

1. Must be paid for
2. Must be delivered to an audience via mass media
3. Must be attempting persuasion

Question 7

Integrated Brand Promotion (IBP) definition

Answer 7

The process of using a wide range of promotional tools that work together to create widespread brand exposure

Question 8

What advertising isn’t:

Answer 8

♠ public relations / publicity
♠ public service announcements (PSAs)
♠ personal selling, sales promotions, etc.

Question 9

It’s important to understand about advertising:

Answer 9

Advertising can be a persuasive message about an idea; it’s not only just about products.

Question 10

Distinctions within Advertising (advertisements v. advertising campaign)

Answer 10

♠ Advertisements: distinct messages designed to persuade
♠ Advertising Campaign: an integrated, coordinated series of ads and promotions that communicate a central theme or idea.

Question 11

Three components that make an add effective:

Answer 11

♠ Strategy
♠ Creativity
♠ Execution

Question 12

Some examples of IBP tools

Answer 12

♠ Advertising in mass media (television, radio…)
♠ Sales promotions (coupons, discounts, trial offers…)
♠ Internet advertising (banners, pop-ups)
♠ Event sponsorship

Question 13

The Advertising Process

Answer 13

1. Message production
2. Message negotiation (individuals see the advertisement and interpret it through their own mental filters)
3. Message reception (individuals receive the message, and decide what it means (if anything!)

Question 14

Ads do not have a single meaning

Answer 14

Ads are interpreted by each audience member according to her or his unique set of experiences, values and beliefs.

Question 15

Target audience

Answer 15

Particular group of consumers singled out by an organization for an advertising or IBP campaign

Question 16

Audience

Answer 16

A group of individuals who receive and interpret messages sent from companies and organizations

Question 17

Audience categories

Answer 17

♠ Household consumers
♠ Business members
♠ Professionals 
♠ Government employees
♠ Trade members

Question 18

Audience geography

Answer 18

♠ Global
♠ International
♠ National
♠ Regional
♠ Local

Question 19

Cooperative advertising

Answer 19

Sharing of advertising expenses between national companies and local merchants

Question 20

Marketing definition

Answer 20

The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

Question 21

The Marketing Mix – the “4 P’s” (The mix (or blend) of responsibilities inherent in marketing)

Answer 21

1. Product
2. Place (distribution)
3. Price
4. Promotion (advertising one of the tools)

Question 22

Brand extension/variant

Answer 22

An adaptation of an existing brand to a new product area.

Question 23

Brand equity

Answer 23

Set of brand assets linked to a brand, its name and symbol.

Question 24

Advertising influences brand development and management in 5 ways

Answer 24

1. Information - ADV informs and persuades target audiences about the value(s) of a brand
2. Introduction - new brands (or extended brands) are introduced via ADV
3. Loyalty - repeated exposure via ADV to brands helps create loyalty
4. Image - ADV helps enrich the image(s) and meaning(s) associatedwith a brand – deeper connections with consumers.
5. Trade loyalty ADV helps establish brand loyalty within the Trade

Question 25

Market segmentation

Answer 25

The process of breaking down a large, widely varied (heterogenous) market into submarkets, or segments, that are more similar (homogenous) than dissimilar in terms of consumer characteristics.

Question 26

Differentiation

Answer 26

The process of creating a perceived difference, in the mind of the consumer (consumer perception), between a brand and its competition.

Question 27

Positioning

Answer 27

The process of designing a brand so that it can occupy a distinct and valued place in the target consumer’s mind relative to other brands.

Question 28

External brand position

Answer 28

The niche the brand will pursue relative to all the competitive brands on the market.

Question 29

Internal brand position

Answer 29

Achieved with regard to the other, similar brands the firm itself markets.

Question 30

Repositioning

Answer 30

Occurs when a brand believes that a brand needs to be revived or updated to address changing market or competitive conditions.

Question 31

Three broad types of advertising

Answer 31

1. Primary v. Selective Demand Stimulation
2. Direct v. Delayed Response Advertising
3. Corporate v. Brand Advertising

Question 32

Primary Demand Stimulation

Answer 32

Create demand for an entire product category

Question 33

Selective Demand Stimulation

Answer 33

Point out a brand’s unique benefits compared to the competition.

Question 34

Direct Response Advertising

Answer 34

ADV that asks consumers to act immediately

Question 35

Delayed Response Advertising

Answer 35

ADV builds brand awareness and perception over time

Question 36

Corporate advertising

Answer 36

ADV that attempts to create a favorable attitude toward a company. Not designed to promote a specific brand

Question 37

Brand Advertising

Answer 37

ADV that communicates about a specific brand

Question 38

Institutional advertising

Answer 38

Any type of advertising intended to promote a company, corporation, business, institution, organization or other similar entity. Such advertising does not attempt to sell anything directly.

Question 39

Value

Answer 39

Perception by consumers that a brand provides satisfaction beyond the cost incurred to obtain that brand. (ex, bottled water)

Question 40

Economic Effects of Advertising

Answer 40

1. Value
2. Prices - ADV influences product prices (higher and lower)
3. Competition - ADV motivates businesses to compete
4. GDP - ADV pushes consumer product demand and spending.

Question 41

Integrated Marketing Communications

Answer 41

♠ The practice of using diverse marketing tools to send a consistent, persuasive message to target audiences.
♠ Emphasis was on “communication” not on brand. Now, with IBP, companies and organizations want to build brand awareness, identity, and preference through advertising and promotion.

Question 42

Brand definition

Answer 42

A name, term, sign, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.