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Marketing > Chapter 16 > Flashcards

Chapter 16 Flashcards

1
Q

any paid form of
nonpersonal communication about an organization, product, service, or idea by an identified sponsor used to inform, persuade, and remind is defined as

A

Advertising

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2
Q

Promotion of product to induce customers to purchase it is defined as

A

Product Advertising

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3
Q

What term promotes companies and does not attempt to sell anything directly

A

Institutional Advertising

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4
Q

What are the two types of advertisement?

A

Product Ads
Institutional Ads

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5
Q

What are the 3 types of product ads?

A

Pioneering
Competitive
Reminder

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6
Q

Which type of product advertisement is based on new products in the introductory stage. Gets people excited fro the launch, builds brand awareness, and tells people about a product or where it can be found

A

Pioneering Product Ads

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7
Q

Which type of product advertisement is persuasive by encouraging to take action, promotes brand features, and is comparative to strengths of their competitors

A

Competitive Product Ads

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8
Q

Which type of product advertisement reinforces knowledge of products, are well recognized products, stimulate repeat purchases, and assures users that have made the right choice

A

Reminder Product Ads

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9
Q

Which type of advertising has a goal to promote a company’s overall
reputation rather than a particular product or
service. Places effort to promote its mission, vision, philosophies, and principles

A

Institutional Advertisements

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10
Q

An appeal to emotion is known as

A

Pathos

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11
Q

An appeal to logic or reason is known as

A

Logos

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12
Q

An appeal to credibility or character is known as

A

Ethos

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13
Q

What are the 3 main advertising appeals we discussed in class?

A

Fear
Sex
Humorous

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14
Q

What type of appeal persuades people to feel they are assuming risk if they don’t purchase product or take action

A

Fear Appeal

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15
Q

Which type of appeal suggests product will increase the attractiveness of user and moves away from “over-sexualized” campaigns. Studies show this appeal elicits greater response than any other and doesn’t always lead to changes in recall, recognition and purchase intent

A

Sex Appeal

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16
Q

Which type of appeal implies directly or indirectly that product is more fun or exciting than competitors.
Can wear out early, losing interest of consumers

A

Humorous Appeal

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17
Q

What are the two main media planning goals?

A

Maximize Exposure
Minimize Costs

18
Q

slide 23

A
19
Q

Which type of medium has an advantage that reaches an extremely large audience and uses picture, print, sound, and motion for effect that can target specific audiences

A

Television

20
Q

Which type of medium has a disadvantage associated with high costs to prepare and run the ads. Has short exposure time and perishable messages. They are difficult to convey complex information as well

A

Television

21
Q

Which type of medium is usually found on cable and satellite tv. Has wasted coverage, zero TV HH, Online video impact, and infomercials

A

Television

22
Q

Which type of medium has an advantage of low costs that can target specific local audiences. Ads can be placed quickly and can use sound, humor, and intimacy effectively

A

Radio

23
Q

Which type of medium has a disadvantage has no visual element with short exposure time and perishable messaging. Difficult to convey complex information

A

Radio

24
Q

Which type of medium is found on a radio format, satellite radio, and drive times ( AM & PM)

A

Radio

25
Q

Which type of medium has an advantage can target specific audiences with high quality color. They provide a long life of ads and are able to be clipped and saved in order to convey complex information

A

Magazines

26
Q

Which type of medium has a disadvantage of long time needed to place ads. With relatively high costs that competes for attentions with other magazine features

A

Magazines

27
Q

Which type of medium can be found on print or digital print for advertisement

A

Magazine

28
Q

Which type of medium has an advantage of excellent coverage of local markets. Ads can be placed and changed quickly. They can also be saved with quick consumer responses and low costs

A

Newspapers

29
Q

Which type of medium has a disadvantage that ads compete for attention with other newspaper features. Have short life spans and poor color

A

Newspapers

30
Q

Which type of medium can be found online and with mobile editions. On new types of new organizations with falling circulation and ad generation

A

Newspapers

31
Q

Which type of medium has an advantage of video and audio capabilities. Animation can capture attention and ads can be interactive and link to advertiser

A

Internet

32
Q

Which type of medium has a disadvantage of animation and interactivity require large files and more time to load. The effectiveness is also uncertain

A

Internet

33
Q

Which medium can be found on rich media, paid search, banner/display ads, and assessment

A

Internet

34
Q

Programs designed to build interest in or encourage purchase of a product during a specified period of time that deliver short-term sales results that can target customers, channel partners, wholesalers, retailers, distributors, or employees

A

Sales Promotion

35
Q

What are some examples of sales promotion

A

Coupons
Deals
Premiums
Contests
Sweepstakes
Samples
Loyalty Program
Point of purchase displays
Rebates
Product Placement

36
Q

come back to 33

A
37
Q

Communication function that seeks to build positive relationships with an organization’s publics and supports other promotional efforts by generating free media attention and building good will. Indirectly paid.

A

Public Relations

38
Q

examples of public relations on pg 38

A
39
Q

Earned
Media controls content
not expensive
credible; third party validation
all bout the brand
need to persuade the media
based on the characteristics above am I describing Public Relations or Advertising

A

Public Relations

40
Q

Visual
Paid
Expensive
Complete control over content
less trusted
guaranteed placement
all about a product or service
based on the characteristics above am I describing Public Relations or Advertising

A

Advertising

41
Q
A

Marketing (31 decks)

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