To Know About Promotion: Advertising

Question 1

Limited in quantity

Limited in time

Answer 1

Promotions

Question 2

Starting point of the marketing concept

Answer 2

Market

Question 3

Focus of the marketing concept

Answer 3

Customer needs

Question 4

Means of the marketing concept

Answer 4

Integrated marketing

Question 5

Ends of the marketing concept

Answer 5

Profits through customer satisfaction

Question 6

4 P’s

Answer 6

Product
Promotion
Price
Place

Question 7

5 parts of the promotion mix

Answer 7

Advertising 
PR/Publicity
Direct Marketing 
Sales promotion 
Personal selling

Question 8

A goal of the promotion mix is to persuasively

Answer 8

Communicate customer value and build customer relationships

Question 9

A goal of the promotion mix is to deliver

Answer 9

A clear, consistent and compelling message

Question 10

A goal of the promotion mix is “integrated…”

Answer 10

Integrated Marketing Communications

Question 11

Three key characteristics in advertising

Answer 11

Paid
Nonpersonal communication
Identified sponsor

Question 12

Four types of media

Answer 12

Paid
Owned
Earned
Shared

Question 13

An ad, billboard or commercial are examples of what kind of media

Answer 13

Paid

Question 14

A company website, Twitter, Instagram, Facebook are examples of what kind of media

Answer 14

Owned media

Question 15

A retweet or a repost is an example of what kind of media

Answer 15

Shared media

Question 16

A 3rd party getting involved; media got involved when kid was put on blast for eating a kit kat wrong; this is an example of what kind of media

Answer 16

Earned

Question 17

Three types of advertising involved in setting objectives

Answer 17

Informative
Persuasive
Reminder

Question 18

Build primary demand (knowledge); good for introducing a new product category is what advertising

Answer 18

Informative advertising

Question 19

Builds secondary demand (preference); good for direct or indirect brand comparisons is what kind of advertising

Answer 19

Persuasive advertising

Question 20

Increase frequency of purchase; good for mature products is what kind of advertising

Answer 20

Reminder advertising

Question 21

When the first iPhone came out of when there’s a new update on the iPhone and tips pop up, this is what kind of advertising

Answer 21

Informative advertising

Question 22

Energizer bunny commercials or bounty commercials serve as what king of advertising

Answer 22

Persuasive advertising

Question 23

Pepsi, Coke, Toyota, Bud Light are cash cows (mature products) and therefore require what kind of advertising

Answer 23

Reminder advertising

Question 24

Four methods for setting the advertising budget

Answer 24

Affordable method
Percentage of sales method
Competitive parity method
Objective and task method

Question 25

What is the best method for setting an advertising budget

Answer 25

Objective and task method

Question 26

The method that’s asks what can we actually afford

Answer 26

Affordable method

Question 27

The method that asks what our sales were last quarter and then sets and a spending goal based on a percentage of those sales

Answer 27

Percentage of sales method

Question 28

The method that asks what are our competitors doing

Answer 28

Competitive-parity method

Question 29

The method that asks what are we trying to accomplish and what does it cost

Answer 29

Objective and task method

Question 30

3 steps in objective and task method

Answer 30

Define specific objective Determine tasks Estimate costs of each task

Question 31

What is needed for the objective and task method because it’s difficult to do well without

Answer 31

Good data

Question 32

Internal ad message decisions

Answer 32

Positioning strategy

Question 33

External ad message decisions

Answer 33

The big idea

Question 34

Compelling creative concept; what are we presenting to the consumer is

Answer 34

The big idea

Question 35

Two ad message decisions

Answer 35

Positioning strategy | The big idea

Question 36

9 Ad execution styles

Answer 36

``` Slice of life Lifestyle Fantasy Mood/image Musical Personality symbol Technical expertise Scientific evidence Testimonial ```

Question 37

Moderate incongruity means

Answer 37

Not too easy but not too hard to understand

Question 38

Maslows hierachry of needs

Answer 38

``` Psychological Safety Social Esteem Self-actualization ```

Question 39

Key concepts in media decisions

Answer 39

``` Media vehicles Media scheduling Reach Frequency Media impact ```

Question 40

Where we do want to place our ad (needs to be specific) refers to

Answer 40

Media vehicles

Question 41

Continuity, flighting and pulsing refer to

Answer 41

Media scheduling

Question 42

No fluctuation in consumer buying behavior is

Answer 42

Continuity

Question 43

Seasonal products are

Answer 43

Flighting

Question 44

When you buy it frequently but there are certain times when you buy it more this is

Answer 44

Pulsing

Question 45

Percentage of target market exposed to ad during a given period of time is

Answer 45

Reach (how many)

Question 46

Number of times a person in the target market is exposed to ad

Answer 46

Frequency (one person)

Question 47

Qualitative value of an exposure through a given medium

Answer 47

Media impact (what makes the most sense)

Question 48

Two ways of evaluating advertising effectiveness

Answer 48

Communications effect | Sales and profit effect

Question 49

$.79 cent soup vs limit 12 soup cans was testing

Answer 49

Sales and profit effects

Question 50

Attitude change with self driving cars and product placement in transformers commercial is

Answer 50

Communications effect