Chapter 8: Advertising Flashcards
Name and define the two forms of advertising.
Institutional advertising attempts to establish a positive image of the company, its services and its reputation in the minds of the public.
Product advertising is directed toward the particular properties a company has for sale.
Explain the method used to write good advertising.
The AIDA standard says that if you want your ads to get results, they must capture the reader’s Attention, arouse Interest in your product, create a Desire for the product and then prompt the reader to Action.
What is important to remember about capturing the reader’s attention?
This is the most critical step. If you don’t capture the attention, you can’t deliver the message.
What do many firms do to avoid confusion with their advertising plan?
Many firms choose to have a single person in the office in charge of watching advertising costs, controlling volume, scheduling the advertising that meets the objectives, compiling advertising data and evaluating the effectiveness of the ads placed.
What kind of ad is illegal in California?
Blind ads that do not identify the advertiser as a broker are illegal.
What is the difference between classified ads and display ads?
Classified ads are inexpensive, contain words only and are printed in the classified section of the paper.
Display ads are expensive, can contain words, pictures and graphics and are printed outside the classified section of the paper.
Why is television becoming a more common advertising venue?
Many cable stations now run “community bulletin boards” that advertise items for sale, including real estate. Also, “home showcase” programs are becoming more common on the cable networks.
What kind of advertising does the Truth in Lending Act prohibit?
Bait-and-switch advertising
Which of these words or phrases might be considered discriminatory when used in advertising?
No smoking
Couples only
Handicap accessible
Kids welcome
Couples only
An unlicensed person engages in advertising that conveys the clear impression that he is a licensed real estate broker or is an officer or employee of a corporation who knowingly advertises a false statement concerning any land or subdivision. In this scenario, which of the following is not true?
The advertiser is subject to a fine.
The advertiser can be sentenced to up to a year in prison.
The person is breaking the law.
The advertiser must prove he was grandfathered in as a licensee.
The advertiser must prove he was grandfathered in as a licensee.
Which of these statements is not true?
Radio advertising is not as effective as other methods because listeners can be distracted by their activities and not hear the ads.
Newsletters can be a very effective advertising forum for niche marketers.
Advertising in the telephone directory is cost effective because the directories can reach every home in the marketing area.
Magazine ads are significantly more expensive than newspaper ads.
Radio advertising is not as effective as other methods because listeners can be distracted by their activities and not hear the ads.
Which of these is not a tool to help evaluate advertising effectiveness?
Telephone log
Code in a print ad
Advertising budget
Designated telephone number
Advertising budget
Which kind of advertising aims at increasing sales by informing the public of a company’s capabilities?
Operational
Institutional
Product
Classified
Institutional
Which of these is not an AIDA characteristic?
Interest
Attention
Desire
Activity
Activity
Which of these is a free form of advertising?
Shopping guides
Telephone directory
Press release
Blind ad
Press release
