Promotion/ Advertising

Question 1

Slice of Life

Answer 1

shows “typical” people using the product

example: “didn’t” have my coffee (McDonalds)

Question 2

Lifestyle

Answer 2

shows how product fits a particular lifestyle

example; Livestrong

Question 3

Fantasy

Answer 3

creates a fantasy around the product or its use

example; old spice beach commercial

Question 4

Mood/Image

Answer 4

builds a mood or an image around the product

example; chinese healthcare, lamp, toll house commercial

Question 5

Musical

Answer 5

shows people singing about the product

example; 5 dollar foot long

Question 6

Personality Symbol

Answer 6

creates a character that represents the product

example; pillsbury dough boy, flo, geico

Question 7

Technical Expertise

Answer 7

shows the company’s expertise in making product

example; sam adams, honda chain reaction

Question 8

Scientific Evidence

Answer 8

presents survey or evidence that the brand is better

example; crest dentist survey

Question 9

Testimonial Evidence or Endorsement

Answer 9

features a highly believable or likable source endorsing the product
example; jared from subway

Question 10

Television

Answer 10

• Good mass-marketing coverage; low cost per exposure

- high absolute costs; less audience selectivity

Question 11

The Internet

Answer 11

• High selectivity; low cost; immediacy; interactive

- Relatively low impact; audience controls exposure

Question 12

Newspaper

Answer 12

• Flexibility; timeliness; good local market coverage

- Short life; poor reproduction quality; small pass-along audience

Question 13

Direct Mail

Answer 13

• High audience selectivity; flexible; no ad competition

- Relatively high cost per exposure, “junk mail” image

Question 14

Continuity

Answer 14

scheduling ads evenly within a given time period

Question 15

Pulsing

Answer 15

scheduling ads unevenly over a given time period (much lower cost)

example; advertising all year, but factors like sports may change it

Question 16

Flighting

Answer 16

an advertising continuity or timing pattern in which advertising messages are scheduled to run during intervals of time that are separated by periods in which no advertising appears

example; VICKS in the winter season

Question 17

Reach

Answer 17

a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time

Question 18

Frequency

Answer 18

a measure of how many times the average person in the target market is exposed to the message

Question 19

Impact

Answer 19

the quantitative value of message exposure through a given medium

Question 20

Maslow’s hierarchy of needs

Answer 20

Self-Actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs

Question 21

Informative Ads

Answer 21

good for introducing a new product

example; oxi clean ball, droid

Question 22

Persuasive Ads

Answer 22

a.k.a competitive or attack advertising
good for direct or indirect brand comparisons

example; verizon vs. AT&T , bounty

Question 23

Reminder Ads

Answer 23

good for mature products

example; coca-cola, nike, ESPN (beard) commercial

Question 24

Advertising

Answer 24

any paid form of non-personal presentation and promotion of ideas, goods, or services by and identified sponsor

Question 25

Broadcasting

Answer 25

to wide audience

Question 26

Narrowcasting

Answer 26

example; Huggies Pure & Natural line of diapers only on Mommy Blogs