Advertising Essentials

Podcast

Play an AI-generated podcast conversation about this lesson

Download our mobile app to listen on the go

Get App

Questions and Answers

Which of the following is NOT considered a publicity vehicle?

News releases
Special Events
Feature Articles
Packaging and labeling (correct)
Interviews

Marketers use advertising primarily to:

Strike a responsive chord with consumers when differentiation using other elements of the marketing mix is difficult (correct)
Take advantage of the fact that advertising is a very cost-effective method of reaching a large audience.
Create symbolic appeals for a company or brand
Create brand image

Why are some marketers decreasing their usage of advertising in mass media?

The number of new products being introduced annually is growing.
The product life cycle is becoming shorter.
The use of the Internet and electronic commerce is growing. (correct)
Advertising agencies find it easier to develop effective integrated marketing communications than to use mass.

A viral complaint in Social Media made by a parent of a child having special needs is an example of…

Negative publicity (B) Signup and view all the answers

Promotional messages delivered to specific audiences are best described as:

Regional Advertising (D) Signup and view all the answers

Which element best describes Brand Equity?

All of the choices are elements of Brand Equity (D) Signup and view all the answers

Why do all of the given choices explain the increasing reliance on integrated marketing communications?

Advertising agencies find it easier to develop effective integrated marketing communications than to use mass (A) Signup and view all the answers

Which of the following is NOT a publicity vehicle?

cause selling (A) Signup and view all the answers

Marketers use advertising primarily to create what?

strike a responsive chord with consumers when differentiation using other elements of the marketing mix is difficult (B) Signup and view all the answers

The ability for agencies to use multiple sources in the market allows agencies to…

Advertising agencies find it easier to develop effective integrated marketing communications than to use mass (B) Signup and view all the answers

Flashcards

What are promotional messages?

Non-paid promotional messages delivered to specific audiences.

Brand Equity

Brand equity is the value premium that a company generates from a product with a recognizable name, when compared to a generic equivalent.

Why advertising?

Using advertising because it effectively reaches a large audience at a reasonable cost.

Advertising Agencies & Marketing Communications

Advertising agencies now find it easier to develop effective integrated marketing communications than to use mass.

Signup and view all the flashcards

The Internet & E-Commerce

Using Internet/e-commerce based products

Signup and view all the flashcards

Negative Publicity

Publicity that is damaging or unfavorable

Signup and view all the flashcards

Brand Awareness

Brand awareness is consumer's ability to recognize or recall that the brand exists

Signup and view all the flashcards

Study Notes

Packaging and labeling is not a publicity vehicle
Marketers use advertising to do all of the choices
Marketers are decreasing their usage of advertising in mass media to reach their target market and increasing the use of the Internet and electronic commerce is growing
A viral complaint in the Social Media made by a parent of a child having special needs against Plantation Bay is negative publicity
Below-the-line advertising promotional messages are delivered to specific audiences
All of the choices are elements of brand equity