LESSON 2: ROLES and TYPES OF ADVERTISING

Question 1

Roles of Advertising

Answer 1

1. Marketing
2. Communication
3. Economic
4. Societal

Question 2

● The process where a business satisfies the needs and wants of consumers by providing goods and services.

Answer 2

Marketing Role

Question 3

● Advertising is one of the most important promotional tools.

Answer 3

Marketing Role

Question 4

● Advertising is first of all communication. It is a message about your product to a customer

Answer 4

Communication

Question 5

● I always pretend that I’m sitting beside a woman at a dinner party, and she asks me for advice about which product she should buy. So then I write down…. -

Answer 5

Communication

Question 6

Direct and complex communication.

Answer 6

● Communication Role

Question 7

As a form of mass communication, it transmits product information to connect buyers and sellers in the marketplace

Answer 7

● Communication Role

Question 8

Transform a product into an image.

Answer 8

Branding Role

Question 9

The more people know about a product, the higher the sales - and the higher the level of sales, the cheaper the product.

Answer 9

Economic Role

Question 10

● Advantage for mass marketing tool

Answer 10

Economic Role

Question 11

● The higher level, the cheaper the product

Answer 11

Economic Role

Question 12

● It mirrors fashion and design trends and adds aesthetic sense. It teaches about new products and their use.

Answer 12

Societal Role

Question 13

What are the strengths of advertising?

Answer 13

● Can reach a large audience
● Introduces products and brands
● Builds awareness of products and brands
● Creates brand image
● Provide Information
● Reminds and reinforces
● Persuades

Question 14

Advertising extends beyond primarily information role to create a demand. True or False?

Answer 14

TRUE

Question 15

Use reason to persuade consumers

Answer 15

Hard Sell

Question 16

Build an image for the brand and touch consumer’s emotions.

Answer 16

Soft Sell

Question 17

The most visible type of advertising is national consumer, or brand, advertising. Focuses on the development of long-term brand identity and image. What type of advertising is this?

Answer 17

Brand

Question 18

Sell merchandise in a certain geographic area. What type of advertising is this?

Answer 18

Retail or Local

Question 19

To create a stimulus to the customers. What type of advertising is this?

Answer 19

Retail or Local

Question 20

The main goal is to announce “available in all branches. What type of advertising is this?

Answer 20

Retail or Local

Question 21

The message announces facts about products that are available in local stores.
Such as:
i. Fast food chains
ii. Fashion clothes
iii. Shoes

What type of advertising is this?

Answer 21

Retail or Local

Question 22

Refers to a retailer, manufacturer, or distributor who offers products in a fairly restricted geographic area

Answer 22

Local

Question 23

Can use any advertising medium, including direct mail, but the message is different from national retail advertising in that it tries to stimulate a sale directly to consumers. What type of advertising is this? (E.g. Free Sandwich)

Answer 23

Direct response

Question 24

a marketing communication sent from one business to another. What type of advertising is this?

Answer 24

Business to business

Question 25

B2B is not directed at general consumers.
True or false?

Answer 25

TRUE

Question 26

Is also called corporate advertising. What type of advertising is this?

Answer 26

Institutional

Question 27

This message focuses on establishing a corporate identity or winning the public over the organization’s point of view. What type of advertising is this?

Answer 27

Institutional

Question 28

Not-for-profit organizations use non-profit advertising for customers, members, and volunteers, as well as for donations and other forms of program participation
i. Ex: Pink Ribbon synonymous with Breast Cancer
ii. Churches

What type of advertising is this?

Answer 28

Non Profit

Question 29

Communicates a message on behalf of a good cause. What type of advertising is this?

Answer 29

Public Service