Test Your 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?

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

How can the effectiveness of advertising be evaluated?

Through consumer juries, recognition tests, unaided recall tests, and aided recall tests 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.

True Signup and view all the answers

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

True 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.

True Signup and view all the answers

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

budgeting 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 ______

agency Signup and view all the answers

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

more Signup and view all the answers

What are the four approaches to budgeting for advertising campaigns?

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

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

Continuous, flighting, and pulsing Signup and view all the answers

What are some key components of an advertising message?

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 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.