Chapter 19 Flashcards
1
Q
Types of Advertising:
A
- Institutional Advertising
- Product Advertising
- Pioneering Advertising
- Competitive Advertising
- Reminder Advertising
2
Q
Product Advertisements:
A
- Pioneering (or Informational)
- Competitive (or Persuasive)
- Comparative
- Reminder
- Reinforcement
3
Q
Institutional Advertisements:
A
- Advocacy (for political & public policy lobbying)
- Pioneering Institutional
- Competitive Institutional
- Reminder Institutional
4
Q
Developing the Advertising Program:
A
- Identifying the Target Audience
- Specifying the Advertising Objectives
- Setting the Advertising Budget
5
Q
Designing the Advertisement:
A
- Message Content: Informational element, Persuasive Element
- Types of Appeals: Fear Appeals, Sex Appeals, Humorous Appeals
