chapter 17 Flashcards
1
Q
What is Advertising? What can they influence?
A
- A paid form of non-personal communication that is transmitted to a target audience through mass media
- Influences customers purchasing behavior
2
Q
Advertising Mediums examples
A
- Movies
- TV
- Video games
3
Q
What are the two types of advertising?
A
- Product Advertising
- Advocacy Advertising
4
Q
What is Advocacy advertising?
A
- It conveys a firm’s position on a public issue
5
Q
What is Product Advertising
A
- Promotes the uses, features, and benefits of specific products
6
Q
What are some types of Product Advertising?
A
- Pioneer Ad
- Competitive Ad
7
Q
What does Product Ad focuses on?
A
- Focuses on stimulating demand for a product category
8
Q
What does Competitive Ad focuses on?
A
- Focuses on stimulating demand for a specific brand
9
Q
What are some types of Competitive Advertising?
A
- Comparative Ad
- Reminder Ad
- Reinforcement Ad
10
Q
What is Comparative Ad?
A
- Compares two or more brands on two or more characteristics
11
Q
What is Reminder Ad?
A
- Reminds customers of an established brand’s characteristics and benefits
12
Q
What is Reinforcement Ad?
A
- Assures customers they made the right decision
13
Q
What is a new frontier in Advertising? and what is it?
A
- Guerilla Marketing
- Aggressive promotional techniques uses to penetrate clutter and noise
14
Q
What are the 3 scheduling Ads?
A
- Continuous
- Flighting
- Pulsing
15
Q
What is Continuous? and what is it good for
A
- Runs steadily throughout the year
- Good for continuously used products
