chapter 15

Question 1

What are the benefits of advertising?

Answer 1

-marketing does not equal to
-advertising: TRUE
advertising is significant to marketing: TRUE
-benefits:
reach masses of audience, can be extended through online and social media, increase brand image

Question 2

What are 5 M’s in advertising?

Answer 2

mission, money, message, media, measurement

Question 3

What do we mean by advertising reach?

Answer 3

percentage of people in the target market who are exposed to an ad campaign during a given period of time

Question 4

What do we mean by advertising frequency?

Answer 4

times the average person in the target market is exposed to a message

Question 5

What do we mean by advertising engagement?

Answer 5

-how much the advertisement engages, rather than just reaches consumes
-relevancy of the ad content