Chapter 15

Question 1

Informative advertising

Answer 1

used when introducing a new product category

Question 2

persuasive advertising

Answer 2

increased competition
build selective demand

Question 3

comparative advertising

Answer 3

company compares its brand with other brands

Question 4

reminder advertising

Answer 4

mature products
maintain customer relationships
keep customers thinking about the product

Question 5

advertising strategy

Answer 5

strategy to accomplish company’s advertising objectives

Question 6

Madison & Vine

Answer 6

merging of advertising and entertainment
break through clutter and create new ways to reach consumers

Question 7

advertainemnt

Answer 7

make ads entertaining so ppl watch them

Question 8

brand native advertising

Answer 8

advertising that looks like other natural content

Question 9

creative concept

Answer 9

“big idea”
bring an advertising message strategy to life

Question 10

characteristics of the appeals should be:

Answer 10

meaningful
believable
distinctive

Question 11

Slice of life

Answer 11

shows “typical” people using the product

Question 12

lifestyle

Answer 12

how a product fits in a particular lifestyle

Question 13

mood or image

Answer 13

mood or image around the product

Question 14

musical

Answer 14

characters singing about the product

Question 15

personality symbol

Answer 15

creates a character that represents

Question 16

technical expertise

Answer 16

shows the company’s expertise in making the product

Question 17

reach

Answer 17

measure of % of ppl in the target market who are exposed to the ad campaign

Question 18

advertising agency

Answer 18

firm that assists companies with advertising