Chapter 15 Flashcards

1
Q

Advertising

A

Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

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2
Q

Advertising objectives

A

A specific communication task to be accomplished with a specific target audience during a specific period of time

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3
Q

What are the primary purposes of advertising objectives?

A

Informative advertising

Persuasive advertising

Reminder advertising

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4
Q

Madison & Vine

A

The merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customer with more engaging messages

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5
Q

Native advertising

A

Advertising or other brand produced online content that look sin form and function like the other natural content surrounding it on a web or social media platform

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6
Q

Creative concept

A

The compelling big idea that will bring an advertising message strategy to life in a distinctive and memorable way

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7
Q

What are the steps in selecting advertising media

A

Determining reach, frequency, impact, and engagement

Choosing among major media types

Selecting specific media vehicles

Choosing media timing

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8
Q

Television advantages

A

Good mass marketing coverage

Low cost per exposure

Combines sight, sound, and motion

Appealing to senses

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9
Q

Television disadvantages

A

High absolute costs

High clutter

Fleeting exposure

Less audience selectivity

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10
Q

Digital, mobile, and social media advantages

A

His selectivity

Low cost

Immediacy

Engagement capabilities

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11
Q

Digital, mobile, and social media disadvantages

A

Potentially low impact

High audience control of content and exposure

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11
Q

Newspapers advantages

A

Flexibility

Timeliness

Good local market coverage

Broad acceptability

High believability

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12
Q

Newspapers disadvantages

A

Short life

Poor reproduction quality

Small passalong audience

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13
Q

Direct mail advantages

A

High audience selectivity

Flexibility

No ad competition within the same medium

Allows personalisation

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14
Q

Direct mail disadvantages

A

Relatively high cost per exposure

‘Junk mail’ image

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15
Q

Magazines advantages

A

High geographic and demographic selectivity

Credibility and prestige

High quality reproduction

Long life and good pass along readership

16
Q

Magazines disadvantages

A

Long ad purchase lead time

High cost

No guarantee of position

17
Q

Radio advantages

A

Good local acceptance

High geographic and demographic selectivity

Low cost

18
Q

Radio disadvantages

A

Audio only

Fleeting exposure

Low attention

Fragmented audiences

19
Q

Outdoor advantages

A

Flexibility

High repeat exposure

Low cost

Low message competition

Good positional selectivity

20
Q

Outdoor disadvantages

A

Little audience selectivity

Creative limitations

21
Q

How can effectiveness of advertising be evaluated?

A

Return on advertising investment

22
Q

Return on advertising investment

A

The net return on advertising investment divided by the costs of the advertising investment

23
Q

Advertising agency

A

A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs

24
Q

Public relations

A

Involves building good relationships with the company’s various publics by obtaining favourable publicity

Building up a good corporate image

Handling or heading off unfavourable rumours, stories and events