Questions and Answers
Advertising is just one type of marketing communications tool.
True
The term 'mass media' includes print media only.
False
Advertising can add value to a brand by educating customers about new uses for a product.
True
The abundance principle states that advertising has little effect on a wealthy economy.
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Traditional advertising is more desired and preferred than Integrated Marketing Communication (IMC) nowadays.
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Which of these is not the principle of advertising (when defining 'advertising')?
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Which of the following organizations is most likely to use a public service announcement (PSA)?
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'_____ is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.'
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The 4Ps of the marketing mix are?
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The term _____ best explains why most automobile manufacturers produce similar products yet consumers have preferences for specific brands.
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The term integrated marketing communications means?
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Which of the following is not one of the four assumptions of free-market economics?
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'_____ is a process by which marketers search for unique groups of people whose needs can be addressed through more specialized products.'
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Which term refers to the distinctive benefits that make a product different than any other?
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When the city of Pensacola, Florida, advertises itself as 'the perfect place for the perfect Florida vacation,' it is using?
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One of the primary purposes of co-op advertising is to build the manufacturer's brand image.
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One of the primary differences between national and local advertisers is that national advertisers plan strategically and local advertisers think tactically.
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A centralized advertising strategy relies on creating separate ad departments based on divisions, subsidiaries, regions, brands, or other categories.
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Some of the nonadvertising services performed by full-service agencies are performing research, selecting media, designing packages, and producing sales promotions.
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In-house advertising agencies typically attract the best creative people, who prefer the stability of such settings and the lack of internal politics and managerial criticism.
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Which of the following is an example of integrated marketing communications?
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Advertisers use _____ advertising in the newspaper to locate and recruit new employees, to offer services, or to sell or lease new and used merchandise.
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'National companies focus on building their _____, while local advertisers focus on attracting customers to a location.'
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The modern _____ advertising agency supplies both advertising and nonadvertising services in all areas of communications and promotion for its clients.
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Non-advertising services include?
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A manufacturer of _____ would be most likely to use a business-to-business agency.
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Western International Inc. purchases unsold television and radio media and resells the time and space to advertisers and agencies. Western International is most likely a(n)?
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Study Notes
Advertising Fundamentals
- Advertising is a type of marketing communication tool among various others.
- The term "mass media" encompasses more than just print media; it includes diverse forms of communication.
- Advertising enhances brand value by informing consumers of new product uses.
Principles and Dynamics
- The abundance principle suggests advertising significantly influences a wealthy economy.
- Traditional advertising is currently less preferred compared to Integrated Marketing Communication (IMC).
- Inducing immediate sales or profit is not a core principle of advertising.
Organizations and Applications
- Public service announcements (PSAs) are commonly utilized by organizations like The Humane Society.
- Marketing is defined as a comprehensive process involved in creating and exchanging valuable offerings.
Marketing Mix and Product Strategies
- The 4Ps of the marketing mix consist of product, price, place, and promotion.
- Product differentiation accounts for consumer preference among similar products from various manufacturers.
Integrated Marketing Communications
- Integrated marketing communications involve the synchronization of a firm's brand message across multiple channels.
- Four assumptions of free-market economics do not include privacy protection.
Market Analysis and Segmentation
- Market segmentation involves identifying unique consumer groups that can be targeted with specialized products.
- A unique selling proposition emphasizes the distinct benefits that differentiate a product from competitors.
Advertising Techniques and Strategies
- Puffery refers to the exaggerated claims made in advertisements, as exemplified by Pensacola's vacation marketing.
- Co-op advertising primarily aims to enhance the manufacturer's brand image.
Advertiser Characteristics
- National advertisers tend to plan strategically, while local advertisers are more tactical in their approaches.
- Centralized advertising strategies do not rely on creating separate ad departments based on various divisions.
Advertising Agency Functions
- Full-service agencies offer a wide range of services, both advertising and non-advertising.
- Non-advertising services may involve tasks like creating trade-show exhibits.
Advertising Examples and Categories
- Examples of integrated marketing communications include cohesive ad campaigns across platforms like Facebook and TV.
- Classified advertising in newspapers is used to recruit employees, offer services, or sell products.
Brand Focus
- National companies concentrate on establishing their brands, whereas local advertisers aim to drive traffic to their physical locations.
Agency Types
- Full-service advertising agencies deliver comprehensive communication and promotion services.
- Business-to-business agencies are typically engaged by manufacturers of specialized products like X-ray machines.
Media Buying
- Media-buying services, like Western International Inc., acquire unsold media time/space and resell to advertisers.
- Advertising costs can vary, for instance, when purchasing space in niche publications like Western Horseman magazine.
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Description
Test your knowledge on advertising concepts with these flashcards. This quiz covers essential definitions and principles related to advertising as a marketing communication tool. Dive into the world of advertising and challenge yourself!
