Exam 3

Question 1

What is Advertising?

Answer 1

It is impersonal, one-way mass communication is paid for by marketers, to increase sales in the long run.

Question 2

On the S-shaped curve, which of all the following is on the horizontal axis?

Answer 2

Amount of advertising

Question 3

What is another name for institutional advertising?

Answer 3

Corporate Advertising

Question 4

Institutional advertising

Answer 4

An example would be using a patent name for all its products such as tesla

Question 5

Product Advertising

Answer 5

Individual advertising

Question 6

Pioneer Advertising

Answer 6

Mainly for primary demand, informative, prominent in introductory stage/ benefits

Question 7

Competitive Advertising

Answer 7

focused on persuasion to increase recall, preference; often appeals to emotions; prominent in growth stage
- most appropriate when a product is in the growth stage

Question 8

Advocacy advertising:

Answer 8

where companies promote a positive image, or try to overcome negative perceptions
- Such as gas stations who impress consumers about the good work they do to help the environment.

Question 8

Comparative Advertising

Answer 8

Comparing two (or more) brands;; good for lesser brands; more prominent in highly competitive markets