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commercial applications > Ls 3 > Flashcards

Ls 3 Flashcards

1
Q

Features of advertising

A
  1. Non-personal
  2. Mass communication
  3. Paid communication
  4. Identified sponsor
  5. Information and persuasion
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2
Q

two types of product advertising

A

direct action and indirect action

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3
Q

objective of product advertising

A

promote sale/reputation of a product/service

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4
Q

aim of direct action advertising

A

quick response to the ad

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5
Q

aim of indirect action advertising

A

favorable attitude towards the product for a long period of time

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6
Q

aim of institutional advertising

A

build favorable image of the organisation

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7
Q

What is informative advertising ?

A

gives info about product/institution

makes consumers aware of existence,use,feature

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8
Q

example of informative advertising

A

how to save petrol

how to avoid accidents

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9
Q

aim of persuasive advertising

A

persuade consumers to buy product

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10
Q

aim of reminder advertising

A

attempts to remind people about existing product

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11
Q

two other names for concept advertising

A

primary demand advertising

pioneering advertising

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12
Q

purpose of concept advertising

A

stimulate demand for a new type of product

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13
Q

concept advertising is designed to change _______ of people

A

life style

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14
Q

Example of concept advertising

A

“a diamond is forever” promotes diamond jewellery as a concept

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15
Q

Objectives of advertising

A
  1. introduce new products
  2. to sustain demand for existing products
  3. To build brand preference
  4. To eliminate middlemen
  5. To educate consumers
  6. To build goodwill
  7. To support dealers
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16
Q

Advertising aims at maintaining demand for an existing product in the face of growing ___________

A

competition

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17
Q

_______________ helps to yield repeat sales in the long run

A

brand loyalty

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18
Q

elimination of middlemen helps to reduce _____ for consumers

A

price

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19
Q

advantages of advertising to society

A
  1. generates employment
  2. raises standard of living
  3. adds to art and culture
  4. sustains the press
  5. promotes healthy comp
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20
Q

Advantages of advertising to consumers

A
  1. makes shopping easier
  2. educates consumers
  3. reduce price by increasing sales volume
  4. highlights quality and prices of competitive products
  5. reduces possibility of cheating and gives wider choice
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21
Q

Advantages of advertising to manufacturers

A
  1. creates demand
  2. helps to increase sales and profits
  3. creates goodwill
  4. helps to maintain demand
  5. establish direct link between producer and consumer
  6. helps to meet competition
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22
Q

Criticism of advertising

A
  1. higher prices
  2. creation of monopoly
  3. wastage of resources
  4. deceptive and untruthful
  5. extravagance
  6. vulgarity
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23
Q

advertising offers scope for ____ and ____

A

fraud, deception

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24
Q

in __________, identity of sponsor is not clear

A

publicity

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25
Q

in publicity. message originates from the ______ and in advertising, it originates from _____

A
  1. media

2. advertiser

26
Q

in ______, person involved does not have to pay

27
Q

______ has control over timing and content of message in advertising

28
Q

nature of advertising is _____

A

persuasive

29
Q

nature of publicity is _______

A

informative

30
Q

first requirement of a good advertisement

A

it must be able to attract the attention of the people to whom it is directed

31
Q

techniques to make ad have attention value

A
  1. use catchy but short headlines
  2. use pictures of product
  3. put a question
  4. quote price when it is relatively low
  5. insert reply coupons
  6. use artistic effects
32
Q

repeated use of _____ and ______ help to make ad memorable

A

brand names, trademarks

33
Q

smiling baby is associated with ____

A

Murphy radios

34
Q

emphasis on the ________ and ______of the product help to create interest in consumers

A

superiority and necessity

35
Q

a good ad should _____ the people

36
Q

consumer products of daily use require ______ appeal for advertising

37
Q

industrial products are better advertised in

A

trade journals and direct mail

38
Q

Local markets

A

films, outdoor media. regional newspapers

39
Q

when market is large, what media should be used?

A

newspapers, radio, TV

40
Q

Short advertisements

A

radio, TV, films

41
Q

Lengthy advertisements

A

newspapers and direct mail

42
Q

sales promotion is _______ - term incentives

43
Q

sales promotion is of _______ nature

A

non recurring

44
Q

purpose of sales promotion

A

obtain spot buying

45
Q

________- is a supplement to personal selling and advertising

A

sales promotion

46
Q

sales promotion is best for _____ products

47
Q

cost of sales promotion per unit is __

48
Q

_______, ______,_________-are costlier than newspapers, outdoor media

A

radio, TV, films

49
Q

other factors affecting choice of advertising media

A

objective of an ad
media used by competitor
type of buyers

50
Q

sales promotion has a ____ term perspective whereas advertising has a ____ term perspective

A

short, long

51
Q

sales promotion is (individual/mass) communication

A

individual communication

52
Q

________ is an identification mark used to differentiate from competitive products

53
Q

a registered brand is also known as _____

54
Q

under what act is a brand registered?

A

Mercantile Marks Act 1958

55
Q

__________ is a means of differentiating the product from its competitors

56
Q

methods of sales promotion

A
  1. samples
  2. trading stamps
  3. coupons
  4. premium/bonus offer
  5. price-off offers
  6. Prize contests
  7. demonstrations
  8. exchange offers
57
Q

a premium offer can be of 3 types:

A

with-pack premium
reusable container
free-in-the-mail premium

58
Q

essential of a good brand :

A
  1. brief and simple
  2. easy to pronounce, spell
  3. distinctive not easy to imitate
  4. attractive
  5. suggest utility of product
  6. capable of registration
59
Q

value which a brand adds to the product

A

brand equity

60
Q

consumer prefer same brand due to faith

A

brand loyalty

61
Q

informing and reminding customer to purchase particular brand

A

brand promotion

commercial applications (5 decks)

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