Questions and Answers
What is the term for nonpersonal promotional communication about services, goods, or ideas that is paid for by the company identified in the communication?
LTN Company purchases TV time to communicate a message about a new product to at least 2 million viewers. LTN is using ______ advertising, which enables marketers to control how their message is ______.
paid; encoded
What is the most effective technique to use for an advertising campaign?
Two ads about a product set in different locations and yet conveying the same message
If a food company organizes a variety of commercials, giveaways, and slogans around the single theme of how healthy its kale is, what type of advertising is the company carrying out?
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The goal of ______ advertising is to develop early demand for a product or service.
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Advertising is communication that is paid for by a company.
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Select all of the examples of informative advertising.
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Advertising that uses media to transmit a message to large numbers of people instead of sending a message face-to-face is known as _____ advertising.
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An advertising _____ is a group of coordinated advertisements that share a single theme.
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Which is the best example of an advertising campaign?
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Advertisements inform by ______.
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In order to reinforce previous promotions of a product, ______ advertising attempts to keep the product before the public.
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To convince consumers to buy a product, marketers use ______ advertising to showcase the competitive advantage of that product over other products.
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A well-known candy company releases a magazine ad just before Valentine's Day with the slogan 'Sweets for your sweetheart.' This type of ad would be considered ______ advertisement because it ______ an established brand.
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Select all of the characteristics associated with reminder advertising.
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What is the last step in building an advertising campaign?
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Select all of the characteristics associated with informative advertising.
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What would advertisers most likely do in a persuasive advertisement rather than in an informative or reminder advertisement?
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During which step of designing and executing an advertising campaign are recognition and unaided recall tests used?
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Which of the following would a reminder advertisement most likely do?
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What does identifying the target audience in an advertising campaign involve?
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Marketers create advertisements during step number _____ of an advertising campaign.
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How do marketers determine which customer segments will be part of their target markets?
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Advertisements inform by ______.
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Marketers decide which objective to follow based on the product and the ______.
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Study Notes
Advertising Overview
- Advertising refers to nonpersonal promotional communication about services, goods, or ideas, funded by the company identified in the communication.
- It is a key aspect of marketing, allowing brands to reach a broad audience effectively.
Types of Advertising
- Paid Advertising: Examples include LTN Company purchasing TV time for advertisements, enabling control over message encoding.
- Informative Advertising: Aims to create early demand for a product by increasing consumer awareness and informing them about product benefits.
- Persuasive Advertising: Showcases a product's competitive advantage to convince consumers to make a purchase.
- Reminder Advertising: Reinforces prior promotions by keeping products in the public's mind, particularly effective as products mature.
Advertising Campaigns
- An advertising campaign is a coordinated series of advertisements sharing a single theme.
- Effective campaigns often present the same message across different ads and formats.
- Campaign objectives and strategies are determined by understanding the target audience's needs and preferences.
Effectiveness and Measurement
- Measuring the effectiveness of advertising is a crucial final step in building a campaign, involving recognition and recall tests.
- Informative ads can be costly but are crucial when competition is limited or to highlight various product aspects.
Target Audience and Research
- Identifying the target audience is a foundational step in creating an advertising strategy, often based on research into consumer behavior and preferences.
- Marketers leverage insights from research to shape their advertising objectives and tailor their messages accordingly.
Characteristics of Various Advertising Techniques
- Reminder Advertising: Focuses on maintaining market share and inform consumers of seasonal opportunities, reinforcing past promotional efforts.
- Persuasive Techniques: Often feature celebrities to create appeal, distinguishing them from informative or reminder ads.
- Informative advertising is most useful when there are few similar products available in the market and focuses on awareness.
Key Takeaways
- Advertising is an essential tool for businesses to communicate effectively with consumers.
- Different types of advertising serve distinct purposes and audiences, requiring strategic planning and execution.
- Continuous evaluation and understanding of market dynamics play vital roles in successful advertising campaigns.
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Test your knowledge on advertising and sales promotion concepts with these flashcards. Each card provides a key term along with its definition, helping you understand essential marketing principles. Perfect for students and professionals looking to refresh their knowledge.
