Chapters 16 & 17

Question 1

What is advertising?

Answer 1

An impersonal, mass communication about a product or organization that is paid for by a marketer

Question 2

What is the advertising response function?

Answer 2

A phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns

Question 3

What are the 2 major types of advertising?

Answer 3

Institutional
Product

Question 4

What is institutional advertising?

Answer 4

A form of advertising designed to enhance a company’s image rather than promote a particular product

Question 5

What is institutional advertising used for?

Answer 5

Designed to establish, change, or promote the corporation’s identity as a whole

Question 6

What is advocacy advertising?

Answer 6

A form of advertising in which an organization expresses its views on controversial issues or responds to media attacks

Question 7

What is product advertising?

Answer 7

A form of advertising that touts the benefits of a specific good or service

Question 8

What determines the type of product advertising used?

Answer 8

Stage in Product Life Cycle (PLC)

Question 9

What are the 3 types of product advertising?

Answer 9

Pioneering advertising
Competitive advertising
Comparative advertising

Question 10

What is pioneering advertising and what stage of the PLC is it used in?

Answer 10

A form of advertising designed to stimulate primary demand for a new product or product category

Introductory - offers in-depth info about benefits of product

Question 11

What is competitive advertising and what stage of the PLC is it used in?

Answer 11

A form of advertising designed to influence demand for a specific brand

Growth - emphasis on branding begins

Question 12

What is comparative advertising and what stage of the PLC is it used in?

Answer 12

A form of advertising that compares 2 or more specifically named or shown competing brands on one or more specific attributes

Used for products experiencing slow growth or those entering the market against strong competition

Question 13

What is an advertising objective?

Answer 13

A specific communication task that a campaign should accomplish for a specified target audience during a specified period

Question 14

What is advertising appeal?

Answer 14

A reason for a person to buy a product

Question 15

What is a unique selling proposition (USP)?

Answer 15

A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign

Question 16

What are some advantages/disadvantages of newspapers?

Answer 16

Advantages:
- Geographic flexibility
- Timeliness
- Good for mass market

Disadvantages:
- Distractions from competing ads and news stories

Question 17

What are some advantages/disadvantages of magazines?

Answer 17

Advantages:
- Traditional & continues to be successful

Disadvantages:
- Cost/contact is high relative to other media

Question 18

What are some advantages/disadvantages of radio?

Answer 18

Advantages:
- Selectivity and audience segmentation
- Large out-of-home audience
- Low unit/production costs
- Timeliness
- Geographic flexibility

Disadvantages:

Question 19

What are some advantages/disadvantages of television?

Answer 19

Advantages:
- Can reach wide & diverse markets
- Can narrowcast

Disadvantages:
- Can be very expensive

Question 20

What are some advantages/disadvantages of the internet?

Answer 20

Advantages:
- Target specific groups in real time
- Maximizes reach and return of products

Question 21

What are some advantages/disadvantages of out-of-home media?

Answer 21

Advantages:
- Flexible
- Low-cost

Question 22

What is the media mix?

Answer 22

The combination of media to be used

Question 23

What is cost per contact and what does it enable marketers to do?

Answer 23

The cost of reaching one member of the target market

To compare the relative costs of specific media vehicles

Question 24

What is reach in the media mix?

Answer 24

The number of target customers who are exposed to a commercial at least once during a specific period

Question 25

What is frequency in the media mix?

Answer 25

The number of times an individual is exposed to a given message during a specific period

Question 26

What is public relations?

Answer 26

The element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance

Question 27

What are the major public relations tools?

Answer 27

New product publicity
Product placement
Consumer education
Sponsorship
Experiential marketing
Company websites

Question 28

What is new product publicity?

Answer 28

Publicity instrumental in introducing new products and services

Question 29

What is product placement?

Answer 29

A strategy that involves getting one’s product, service, or name to appear in any kind of media

Question 30

What is consumer education?

Answer 30

Some firms believe that educated consumers are more loyal consumers

Question 31

What is sponsorship?

Answer 31

When a company sends money to support an issue, cause, or event that is consistent with corporate objectives

Question 32

What is experiential marketing?

Answer 32

Involves engaging with consumers in a way that enables them to feel the brand

Question 33

What is crisis management?

Answer 33

The coordinated effort to handle the effects of unfavorable publicity, ensuring fast and accurate communication in times of emergency