Chapter 19 (cont)

Question 1

Unique selling proposition (USP)

Answer 1

Red Bull…gives you wings, Nike… Just Do It

Question 2

Informative appeal

Answer 2

info about the company (Verizon vs AT+T coverage)

Question 3

Emotional appeal

Answer 3

Fear/Safety (ADT Security), Humor (Best Buy), Happiness (Tropicana), Comfort (Kleenex), Love/Sex (Axe)

Question 4

Evaluate and select media

Answer 4

Media planning: evaluate/select channel, Media mix: channels and frequency, Media buy: purchase of print, online ad, radio, etc

Question 5

Mass media

Answer 5

reach a large, anon audience

Question 6

Niche media

Answer 6

reach a smaller, more targeted audience

Question 7

Continuous

Answer 7

never stops (crazy Kevin)

Question 8

Flighting

Answer 8

heavy peaks (Christmas tree)

Question 9

Pulsing

Answer 9

continuous with seasonal (Coke bottles)

Question 10

Create ad

Answer 10

medium type determines execution, offer, execution style, and objectives

Question 11

Headline, copy, image and call-to-action

Answer 11

social media marketing project, needed to make a good message

Question 12

Assess impact

Answer 12

using marketing metrics

Question 13

Sales promotions

Answer 13

can be targeted at either the end user consumers or channel members, can be used in either push or pull strategy