chapter 2

Question 1

what is Advertising ?

Answer 1

the promotion of a company’s products and services through different mediums to increase the sales of the product and services

Question 2

why does Advertising work?

Answer 2

makes the customer aware of the product and by focusing on customer’s need to buy the product

Question 3

what do companies alloy a huge part of their revenues towards?

Answer 3

they alloy a huge part of their revenues towards an advertising budget

Question 4

what are the two sides of Advertising

Answer 4

awareness and attitude shift

Question 5

what are the components in Awareness?

Answer 5

• product
• services

Question 6

what are the components in Attitude Shift?

Answer 6

• brand
• government
• NGO (non government organization)

Question 7

what are the 3 classifications?

Answer 7

• broadcast
• print
• outdoor

Question 8

what are the Broadcast sub classifications?

Answer 8

• TV
• radio
• Digital (social media)

Question 9

what are the Print sub classifications?

Answer 9

• newspaper
• magazine
• poster
• mailer

Question 10

what are the sub classifications of Outdoor advertising?

Answer 10

• billboard
• transit
• place based

Question 11

what is a TV advertisement?

Answer 11

a slot of television programming produced and paid for by an organization

Question 12

how do TV ads convey a message?

Answer 12

by promoting, and aiming to market, a product or service

Question 13

how do radio ads work?

Answer 13

by buying commercials, frequently calling spots in the radio industry, to promote their products or services. advertisers will pay radio stations for airtime and the radio stations will then play this out to a listening audience

Question 14

what is Digital/Social Media Advertising?

Answer 14

the component of marketing that utilizes internet and online based digital tech such as desktop computers, mobile phones and other digital media and platforms to promote products and services

Question 15

what is a Newspaper ad?

Answer 15

a printed advertisement that is published in a newspaper and comes in a variety of types

Question 16

which type of advertisement has been around longer than any other ad?

Answer 16

newspaper

Question 17

which audience is the best when it comes to Newspaper ads?

Answer 17

a good way in reaching large amounts of people, especially those 45+ as they tend to read the newspaper more frequently

Question 18

whats a Magazine?

Answer 18

a storehouse of different kinds of information put together under one roof, or magazine cover

Question 19

whats the purpose of a Poster ?

Answer 19

intended to promote brand awareness or call attention to a company event

Question 20

howe are Mailers sent out?

Answer 20

a mailer will employ a list broker to assist with buying mailing lists and a service bureau to assist with the list processing necessary to conduct their direct marketing campaigns

Question 21

whats a Billboard?

Answer 21

a large outdoor advertising structure, typically found in high traffic areas

Question 22

when do advertisers use billboards?

Answer 22

to build their brands or to push for their new products or services

Question 23

list some advertising techniques

Answer 23

• emotional appeal
• promotional advertising
• bandwagon advertising
• facts and statistics
• unfinished ads
• weasel words
• endorsement
• symbolism
• association
• fantasy
• covert

Question 24

what are the principals of effective advertising ?

Answer 24

• grab people
• be clever and creative
• speak loudly
• don’t make your audience think too much
• utilize colours that stand out
• be informative and convey a message
• show. don’t tell
• humor
• illicit emotion

Question 25

what are some ways for Promotional Advertising?

Answer 25

free samples to consumer, this could be done at trade fairs or promotional events

Question 26

what does Bandwagon advertising suggest?

Answer 26

it suggests that using the product or service allows you to become a part of a selective group

Question 27

what are facts and stats in an ad?

Answer 27

the use of empirical data, proofs and examples to reinforce product/service utility

Question 28

what are Unfinished ads?

Answer 28

open ended ads with no facts or data

Question 29

what is a Weasel Word?

Answer 29

a modifier that makes a stament menaginless

Question 30

what is Endorsement ?

Answer 30

when an advertiser uses a celebrity to endorse their product/service

Question 31

what do Symbolism ads look like?

Answer 31

they use dramatic visuals, metaphors , or similarities to draw attention and interest towards a product

Question 32

what is Association in an ad?

Answer 32

appealing to human psychology, this method uses images to create a whole chain of ideas and thoughts behind a design

Question 33

what is a Fantasy ad?

Answer 33

the combination of the advertised product and a fantastic visual element sparks the audiences’ imagination

Question 34

what does Covert mean?

Answer 34

a term used to describe marketing programs where “advertisers” fail to publicly declare or acknowledge their investment at the point of presentation

Question 35

what are the two types of Covert ads?

Answer 35

• product placement
• whisper marketing

Question 36

what is Product Placement?

Answer 36

it involves television and film production companies allowing advertisers to rework scripts so that the audience will…
- be exposed to the advertisers’ product
- see an organization on their product in a favourable light

Question 37

what is Whisper Marketing?

Answer 37

this involves paid staff offering “friendly” and “unbiased” advice to strangers about a certain product or service

Question 38

why is Buzz/whisper marketing important?

Answer 38

its all about leverage word of mouth marking and having it work in your favour, creating something interesting or useful enough that you get people talking about it and sharing it on their own

Question 39

what are some misconceptions about advertising and explain why they’re wrong ?

Answer 39

• advertising only works from some businesses: works for all as long as the strategy and execution of the ad is sound and executed. it should be towards the tight target audience and put out at the right time
• advertising is only needed when business is slow: its a continuous process with some modifications whenever needed
• advertising creates needs:replaces old things, not creates needs
• advertising effects persist for decades: the quality of the product persists
• use of humour: (right and wrong) it can sometimes get in the way of delivering the message properly. but, it can also help people to remember the ad and have a positive attitude towards the advertiser
• if the product is not selling, advertise it: you have to sell what the customers want, not selling what you want
• creativity is the most important facttor: (right and wrong) ads should be creative enough in order to attract people, but it’s not the only selling factor. there has to be good message to deliver, best media selection, and best quality of the product to make the product and ad successful

Question 40

which misconception about advertising is actually correct?

Answer 40

advertising costs too much
HOWEVER, it can deliver real value and can add increased sales, increased market share and consumer trust

Question 41

how should we consider advertising?

Answer 41

as an investment and not an expense