Advertising Knowledge Quiz
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Questions and Answers

What are the three general types of media schedules?

  • Static, dynamic, and adaptive
  • Steady, intermittent, and sporadic
  • Regular, irregular, and periodic
  • Continuous, flighting, and pulsing (correct)

    • Which approach to budgeting involves a high-level executive making a decision?

  • Arbitrary approach (correct)
  • Objective-and-task approach
  • Competition-matching approach
  • Percent-of-sales approach

    • What are the advantages of publicity-based public relations tools?

  • Credibility, news value, significant word-of-mouth communications, perception of media endorsement, and low cost compared to advertising (correct)
  • High control over content and timing, direct audience targeting, and guaranteed publication
  • Exclusive access to media channels, high impact on sales, and ability to control public perception
  • Guaranteed positive coverage, low cost, and high flexibility

    • What must media planners consider when developing a media plan?

    <p>Reach and frequency of the advertisement, target audience, and cost of the media used</p> Signup and view all the answers

    How can the effectiveness of advertising be evaluated?

    <p>Through consumer juries, recognition tests, unaided recall tests, and aided recall tests</p> Signup and view all the answers

    Media planners must consider the reach and frequency of the advertisement, target audience, and the cost of the media used.

    <p>True</p> Signup and view all the answers

    Flighting involves running advertisements for set periods of time alternating with periods in which no ads run.

    <p>True</p> Signup and view all the answers

    The verbal component of an advertisement typically consists of an introductory statement, several explanatory paragraphs, and a closing paragraph that identifies the sponsor and may include the firm's trademark, logo, name, and address.

    <p>True</p> Signup and view all the answers

    Advertising campaigns require ______ in order to determine the costs of tasks needed to reach the objectives

    <p>budgeting</p> Signup and view all the answers

    An advertising campaign can be developed by an individual, a few people within a firm, a firm's own advertising department, or an advertising ______

    <p>agency</p> Signup and view all the answers

    Publicity-based public relations tools include news releases, feature articles, captioned photographs, press conferences, and ______

    <p>more</p> Signup and view all the answers

    What are the four approaches to budgeting for advertising campaigns?

    <p>The objective-and-task approach, the percent-of-sales approach, the competition-matching approach, and the arbitrary approach</p> Signup and view all the answers

    What are the three general types of media schedules for advertising campaigns?

    <p>Continuous, flighting, and pulsing</p> Signup and view all the answers

    What are some key components of an advertising message?

    <p>Product features, uses, and benefits; the intensity of the advertising; characteristics of people in the target audience; the advertising campaign's objectives and platform; and the choice of media</p> Signup and view all the answers

    Study Notes

    Advertising

    • Organizations use advertising to create a favorable image, launch products, and promote brands
    • Advertising is a form of paid non-personal communication
    • Classified into institutional and product advertising
    • Institutional advertising focuses on creating a positive image of the organization
    • Product advertising focuses on the features and benefits of specific products
    • Product advertising is further divided into:
      • Pioneer advertising
      • Competitive advertising
      • Comparative advertising
      • Reminder advertising
      • Reinforcement advertising
    • Native advertising is digital advertising embedded into content outside of its own platform

    Developing an Advertising Campaign

    • Identify and analyze the target audience
      • Research location, demographic factors, lifestyle, and consumer attitudes
    • Define the advertising objectives
      • Clearly stated with a time frame and benchmarks
    • Create the advertising platform
      • Issues important to customers
    • Determine the advertising appropriation
      • Depends on factors such as geographic size of the market, type of product, and sales volume relative to competitors

    Budgeting

    • Three approaches to budgeting:
      • Objective-and-task approach
      • Percent-of-sales approach
      • Competition-matching approach
    • Arbitrary approach used when a high-level executive makes a decision

    Media Planning

    • Consider the reach and frequency of the advertisement
    • Target audience and cost of the media used
    • Digital marketing is becoming increasingly popular
    • Three types of media schedules:
      • Continuous
      • Flighting
      • Pulsing
    • Media scheduling decisions affected by:
      • Target audience characteristics
      • Product attributes
      • Seasonality
      • Customer media behavior
      • Size of the advertising budget

    Advertising Message

    • Basic content and form of an advertising message:
      • Product features, uses, and benefits
      • Intensity of the advertising
      • Characteristics of people in the target audience
      • Advertising campaign's objectives and platform
      • Choice of media
    • Technology has changed the way consumers access messages and the nature and context of the message

    Evaluating Advertising Effectiveness

    • Before, during, and after the campaign
    • Methods:
      • Consumer juries
      • Recognition tests
      • Unaided recall tests
      • Aided recall tests

    Public Relations

    • Communication efforts used to create and maintain favorable relations between an organization and its stakeholders
    • Includes written materials, corporate identity materials, speeches, event sponsorships, and unique events
    • Publicity-based public relations tools:
      • News releases
      • Feature articles
      • Captioned photographs
      • Press conferences
    • Advantages:
      • Credibility
      • News value
      • Significant word-of-mouth communications
      • Perception of media endorsement
      • Low cost compared to advertising
    • Limitations:
      • No control over the content or timing of the communication

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    Description

    Test your knowledge of advertising with this quiz! Explore the different types of advertising, such as institutional and product advertising, and learn about their uses in promoting goods, services, and brands. Sharpen your understanding of the various strategies and techniques employed in the world of advertising.

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