Advertising and Sales Promotion Unit 05
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Questions and Answers

What is the main goal of primary demand advertising?

  • Promote a specific brand within a product category
  • Create demand for an entire product category (correct)
  • Enhance brand loyalty for individual products
  • Encourage collaborative advertising between manufacturers

Which type of advertising directly compares brands or products?

  • Comparative advertising (correct)
  • Classified advertising
  • Display advertising
  • Co-operative advertising

Which of the following best describes co-operative advertising?

  • A method used solely for digital advertisements
  • Advertising that targets a local audience exclusively
  • A strategy that involves only classified ads
  • Efforts that involve manufacturers and retailers sharing advertising costs (correct)

What distinguishes commercial advertising from non-commercial advertising?

<p>Commercial advertising targets profit-driven objectives (C)</p> Signup and view all the answers

What type of advertising would likely be used to promote a new technology that belongs to an entire category, such as smart home devices?

<p>Primary demand advertising (A)</p> Signup and view all the answers

What is the primary objective of commercial advertising?

<p>To generate sales and revenue (C)</p> Signup and view all the answers

Which type of advertising focuses on generating demand for specific brands rather than an entire product category?

<p>Selective demand advertising (C)</p> Signup and view all the answers

What distinguishes classified advertising from display advertising?

<p>Classified ads are typically text-based and organized by category (B)</p> Signup and view all the answers

What is co-operative advertising?

<p>A joint effort between manufacturers and retailers to share advertising costs (C)</p> Signup and view all the answers

Among the following, which best describes non-commercial advertising?

<p>Advertising that conveys social or public service messages (D)</p> Signup and view all the answers

Which type of advertising emphasizes comparisons between products or brands?

<p>Comparative advertising (C)</p> Signup and view all the answers

What is the main focus of primary demand advertising?

<p>Generating demand for an entire product category (C)</p> Signup and view all the answers

What is the primary purpose of commercial advertising?

<p>Generating sales and attracting customers (A)</p> Signup and view all the answers

Which of the following best describes the importance of understanding the target audience in commercial advertising?

<p>It enables the development of effective advertising campaigns. (D)</p> Signup and view all the answers

What role do creative elements play in commercial advertising?

<p>They help capture the attention and interest of the target audience. (D)</p> Signup and view all the answers

What type of advertising channels are increasingly popular for targeting consumers?

<p>Websites and social media platforms (C)</p> Signup and view all the answers

What is the function of a Call-to-Action (CTA) in commercial advertising?

<p>To prompt a specific action from the audience (A)</p> Signup and view all the answers

Which of the following is NOT a characteristic of commercial advertising?

<p>Focusing solely on brand history (D)</p> Signup and view all the answers

Which aspect of advertising focuses on the features and benefits of a product or service?

<p>Advertising message (C)</p> Signup and view all the answers

What is a significant outcome of effective commercial advertising?

<p>Increased customer engagement and sales (A)</p> Signup and view all the answers

Which of the following is a primary objective of promoting products and services through advertising?

<p>Demonstrating unique selling points (D)</p> Signup and view all the answers

What is the primary aim of comparative advertising?

<p>To persuade consumers that the advertised brand is superior to its competitors. (B)</p> Signup and view all the answers

Which of the following is NOT a consideration for determining the pricing of display ads?

<p>Ad color scheme. (D)</p> Signup and view all the answers

What risk is associated with comparative advertising?

<p>Potential backlash or legal challenges from competitors. (C)</p> Signup and view all the answers

How does comparative advertising aim to create differentiation?

<p>By highlighting specific attributes, features, price, or performance. (A)</p> Signup and view all the answers

What can influence consumer perception in comparative advertising?

<p>Trust and familiarity associated with established brands. (C)</p> Signup and view all the answers

Which statement regarding the legality of comparative advertising is true?

<p>Regulations can vary by country and must often be truthful. (A)</p> Signup and view all the answers

What is a potential benefit of effective comparative advertising?

<p>It can attract attention and influence purchasing decisions. (B)</p> Signup and view all the answers

What characteristic typically leads to the higher cost of display ads compared to classified ads?

<p>The larger size and design complexity of display ads. (D)</p> Signup and view all the answers

Which of the following best describes the role of display advertising in brand promotion?

<p>It is frequently used for brand building and awareness. (D)</p> Signup and view all the answers

Flashcards

Commercial Advertising

Advertising promoting a product or service offered by a business.

Non-Commercial Advertising

Advertising that does not focus on selling a product or service, but instead promote an idea, cause, or institution.

Primary Demand Advertising

Type of advertising aiming to increase demand for a general product category, not a specific brand.

Selective Demand Advertising

Advertising that promotes a specific brand to increase preference over competitors.

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Comparative Advertising

Advertising that explicitly compares a specific product or brand to competitor's products or brands.

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Commercial Advertising

Paid promotion persuading audiences to buy, use or engage with a brand.

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Non-commercial Advertising

Advertising conveying social or public service messages, NOT promoting sales/revenue for a business.

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Primary Demand

Advertising boosting demand for a general product category, instead of a specific brand.

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Selective Demand

Advertising promoting specific brands to gain preference over competitors.

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Classified Ads

Ads used to place announcements such as employment, property listings, classified ads.

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Display Ads

Visual advertising, often with images, that capture attention.

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Comparative Advertising

Advertising explicitly comparing products/services of one brand to another brand.

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Commercial Advertising Purpose

To increase brand awareness, promote products, and drive sales.

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Target Audience

Specific groups of people a commercial ad is aimed at, based on demographics, interests, etc.

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Advertising Channels

Different ways to show ads, including TV, radio, print, and online.

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Message in Ads

The core idea aiming to grab attention & showcase product benefits.

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Call-to-Action (CTA)

Instructions in an ad encouraging viewers to do something, like visit a website or buy.

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Advertising Campaigns

Series of ads working together to achieve a common goal.

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Brand Awareness

Making people more familiar with a brand.

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Product Promotion

Highlighting the features and benefits of a product to encourage buying.

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Sales & Revenue

The financial results that commercial advertising hopes to achieve.

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Display Advertising

Advertising that uses visual elements like images and text to build brand awareness, often in print or online.

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Ad Placement

The strategic location of an advertisement to maximize its visibility and impact.

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Ad Size and Pricing

Costs for display ads depend on factors such as size, location, and coverage.

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Comparative Advertising

Advertising that directly compares one brand to another, highlighting its advantages.

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Comparative Advertising Definition

Marketing strategy highlighting one brand's benefits against competitors.

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Comparative Advertising Differentiation

Using comparison to stand out from competitors based on attributes or value.

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Comparative Advertising Legality

Rules around comparing products vary by region, emphasizing truthful claims.

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Comparative Advertising Consumer Perception

Highlighting brand strengths against competitors to sway consumer beliefs.

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Comparative Advertising Effectiveness

Using comparisons can increase awareness, engagement, and purchasing decisions, when done properly.

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Study Notes

Advertising and Sales Promotion

  • Unit 05 covers Types of Advertising
  • This unit introduces various advertising types, including commercial and non-commercial
  • Commercial advertising aims to drive sales and revenue, for entire product category or specific brands
  • Non-commercial advertising promotes social causes and public interest (e.g., safety, health)
  • Primary demand advertising creates demand for a product category
  • Selective demand advertising promotes specific brands
  • Advertising formats include classified, display, comparative, and cooperative
  • Comparative advertising directly compares brands/products, highlighting advantages
  • Cooperative advertising involves collaboration between manufacturers and retailers to share costs

Learning Objectives

  • Understand different advertising types and their purposes
  • Gain knowledge about primary and selective demand advertising
  • Explore classified, display, and comparative advertising formats
  • Understand cooperative advertising, including its benefits and implementation

Learning Outcomes

  • Students will learn methods for measuring advertising effectiveness
  • Role of ASCI will be covered, in maintaining ethical advertising practices

Key Topics

  • Introduction to various advertising types
  • Commercial advertising (explanation and purposes)
  • Non-commercial advertising (explanation & objectives)
  • Primary demand advertising & Selective demand advertising
  • Classified and display advertising (formats & purposes)
  • Comparative advertising (details & examples)
  • Cost-sharing in cooperative advertising
  • Ethical considerations associated with advertising

Target Audience

  • Specific target audience is critical in creating effective campaigns

Advertising Channels and Mediums

  • Traditional (TV, radio, print, outdoor) and digital channels (social media ,websites, mobile apps) are used

Message and Creative Elements

  • The message is designed to capture the attention of intended consumer & create an impact

Call-to-Action (CTA)

  • A clear prompt to target audience to take specific action (purchase, visit a website)

Advertising Campaigns and Strategies.

  • Coordinated ads across different mediums to create consistent message and reinforce the desired consumer response
  • Effective strategies involve selecting channels, setting budgets, considering market research, & evaluating campaign

Measurement and Evaluation

  • Evaluating success through KPIs like sales data, website traffic, and brand recognition.

Legal/Ethical Considerations

  • Advertisers must comply with industry regulations and legal guidelines
  • Avoiding false and misleading claims

Non-Commercial Advertising Explanation

  • Various purposes which include promoting social causes, advocating behavior change, and educating the public about specific issues like education, environmental conservation, or human rights.

Primary Demand vs. Selective Demand

  • Primary aims to increase the demand for entire product categories
  • Selective focuses on promoting specific brands within a category

Classified & Display Advertising

  • Classified ads are brief and appear in categorized sections (e.g., jobs, real estate)
  • Display ads are larger, more visually engaging, used to attract attention across various channels

Comparative Advertising

  • Directly comparing one brand or product against competitors, highlighting their advantages
  • Aims to enhance brand differentiation and recognition
  • Must be ethical and avoid false claims

Cooperative Advertising

  • Collaboration between manufacturers and retailers to share advertising costs
  • Both parties benefit from increased brand exposure and marketing reach

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BBA Marketing Advertising and Sales Promotion PDF

Description

This quiz covers the various types of advertising discussed in Unit 05 of Advertising and Sales Promotion. Participants will learn about commercial and non-commercial advertising, primary and selective demand, as well as different advertising formats like classified and comparative advertising. Test your knowledge on how these strategies drive sales and promote social causes.

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