chapter 8

Question 1

what is advertising

Answer 1

paid promotions of ideas, products or service to large audience by known sponsor

Question 2

function / purpose of advertising?

Answer 2

marketing (creating demand)
education (educate consumer abt new products)
economic (help consumer compare features, benefits and price to make informed buying decision)
communication (connecting advertisers with consumers)

Question 3

types of advertising? how can advertising be classified

Answer 3

1. target auduience (consumer / b2b)
2. geographic focus (international, national or local)
3. purpose (selling specific product or improving the company image)
4. action, (direct action, like coupon)
   (indirect action like build company image and consumer awareness)

Question 4

what are the 6 phases of an advertising campaign

Answer 4

1. market strategy - research target audience n positioning the product
2. main appeal / theme - selecting the emotional tone / msg
3. media selection - choosing where to advertise (billboard, print, tv)
4. ad production - (creating the ad content based on chosen medium
5. buying space n time - purchasing ad space
6. executing and evaluating - giving a grade to our advertising efforts to learn from them.