Chapter 1 - Advertising and IMC Today

Question 0

Actual consumers

Answer 0

The people on the real world who comprise an ad’s target audience. They are the people to whom the sponsor’s message is ultimately directed

Question 1

Action Advertising

Answer 1

Advertising intended to bring about immediate action on the part of the reader or viewer; see also direct-response advertising

Question 2

Advertising

Answer 2

The structured and composed non personal communication of information, usually paid for and usually persuasive in nature, about products or ideals by identified sponsors through various media

Question 3

Author

Answer 3

In Stern’s communication model, a copywriter, an art director, or a creative group at the agency that is commissioned by the sponsor to create advertising messages

Question 4

Autobiographical messages

Answer 4

Advertising utilizing first person

Question 5

Awareness advertising

Answer 5

Attempts to build the image of a product or familiarity with the name and package

Question 6

Business advertising

Answer 6

Advertising directed at people who buy or specify goods and services for business use

Question 7

Collateral materials

Answer 7

Non media stuff used to help marketers

Question 8

Consumer advertising

Answer 8

Advertising directed at the ultimate consumer of the product

Question 9

Drama message

Answer 9

One of the three literary forms of advertising messages in which the characters act out events directly in front of an imagined empathic audience

Question 10

Global advertising

Answer 10

Advertising used by companies to market throughout various countries

Question 12

IMC

Answer 12

the process of building and reinforcing mutually profitable relationships with employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications program that enables them to make constructive contact with the company/brand through a variety of media

Question 13

Lifetime customer value

Answer 13

a measurement of a consumer’s economic value to a company over the course of his or her entire lifetime which comes from developing lasting relationships

Question 14

Marketing

Answer 14

the process of planning and exciting the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations

Question 15

Marketing Public Relations

Answer 15

the use of public relations as a marketing tool

Question 16

Noncommerical advertising

Answer 16

advertising sponsored by or for a charitable institution, civic group, etc.

Question 17

Persona

Answer 17

a real or imaginary spokesperson who lends some voice or tone to an advertisement or commercial

Question 18

Personal selling

Answer 18

a sales method based on person-to-person contact, such as by a salesperson at a retail establishment or by a telephone solicitor

Question 19

Public relations

Answer 19

the strategic management of the relationships and communications that individuals and organizations have with other groups (publics) for the purpose of creating mutual goodwill

Question 20

Sponsorial consumers

Answer 20

a group of decision makers at the sponsor’s company or organization who decide if an ad will run or not, typically composed of executives and managers who have the responsibility for approving and funding a compaign