Chapter 16

Question 1

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

Answer 1

Advertising

Question 2

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

Answer 2

Product Advertising

Question 3

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

Answer 3

Institutional Advertising

Question 4

What are the two types of advertisement?

Answer 4

Product Ads
Institutional Ads

Question 5

What are the 3 types of product ads?

Answer 5

Pioneering
Competitive
Reminder

Question 6

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

Answer 6

Pioneering Product Ads

Question 7

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

Answer 7

Competitive Product Ads

Question 8

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

Answer 8

Reminder Product Ads

Question 9

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

Answer 9

Institutional Advertisements

Question 10

An appeal to emotion is known as

Answer 10

Pathos

Question 11

An appeal to logic or reason is known as

Answer 11

Logos

Question 12

An appeal to credibility or character is known as

Answer 12

Ethos

Question 13

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

Answer 13

Fear
Sex
Humorous

Question 14

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

Answer 14

Fear Appeal

Question 15

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

Answer 15

Sex Appeal

Question 16

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

Answer 16

Humorous Appeal

Question 17

What are the two main media planning goals?

Answer 17

Maximize Exposure
Minimize Costs

Question 18

slide 23

Question 19

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

Answer 19

Television

Question 20

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

Answer 20

Television

Question 21

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

Answer 21

Television

Question 22

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

Answer 22

Radio

Question 23

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

Answer 23

Radio

Question 24

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

Answer 24

Radio

Question 25

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

Answer 25

Magazines

Question 26

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

Answer 26

Magazines

Question 27

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

Answer 27

Magazine

Question 28

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

Answer 28

Newspapers

Question 29

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

Answer 29

Newspapers

Question 30

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

Answer 30

Newspapers

Question 31

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

Answer 31

Internet

Question 32

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

Answer 32

Internet

Question 33

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

Answer 33

Internet

Question 34

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

Answer 34

Sales Promotion

Question 35

What are some examples of sales promotion

Answer 35

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

Question 36

come back to 33

Question 37

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.

Answer 37

Public Relations

Question 38

examples of public relations on pg 38

Question 39

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

Answer 39

Public Relations

Question 40

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

Answer 40

Advertising