Advertising Types and Development

Product advertisements focus on selling a product or service, while institutional advertisements are used to build goodwill for an organization.

Identify the target audience, specify advertising objectives, set the advertising budget, design the advertisement, create the message, select the media, and schedule the advertising.

Direct mail can be targeted at very selective audiences but has a high cost per contact.

<p>It provides repeat exposures, but its message must be very short and simple.</p> Signup and view all the answers

<p>Internet advertising can be interactive but is difficult to measure in effectiveness.</p> Signup and view all the answers

<p>It has a long use period and is available 24 hours a day.</p> Signup and view all the answers

<p>Newspapers provide excellent local market coverage and quick changes but have a short life span and poor color.</p> Signup and view all the answers

<p>Magazine advertising can target specific audiences and convey complex information.</p> Signup and view all the answers

<p>It is inexpensive and can be placed quickly, but has no visual element and is perishable.</p> Signup and view all the answers

<p>Television advertising reaches large audiences and incorporates picture, print, sound, and motion.</p> Signup and view all the answers

<p>Coupons encourage retailer support but may delay purchases; samples encourage product trial but can be expensive.</p> Signup and view all the answers

<p>Public relations activities communicate positive aspects of a business, using tools like publicity.</p> Signup and view all the answers

<p>Pioneering ads inform about a product; competitive ads persuade consumers to choose a specific brand.</p> Signup and view all the answers

<p>To build goodwill or an image for an organization.</p> Signup and view all the answers

<p>They can influence media selection, campaign evaluation, and the hierarchy of effects.</p> Signup and view all the answers

<p>The spokesperson's image may change, becoming inconsistent with the brand's image.</p> Signup and view all the answers

<p>Reach.</p> Signup and view all the answers

<p>It offers interactive and visual messaging that reaches younger consumers.</p> Signup and view all the answers

<p>Media habits of the target audience, product's attributes, reach, and cost.</p> Signup and view all the answers

<p>Pretests verify communication before placement; post-tests assess effectiveness after exposure.</p> Signup and view all the answers

<p>Aided recall prompts respondents about ads; unaided recall tests if they remember without prompts.</p> Signup and view all the answers

<p>A coupon provides a reduced price, whereas a deal is a short-term price reduction.</p> Signup and view all the answers

<p>Samples.</p> Signup and view all the answers

<p>Trade allowance.</p> Signup and view all the answers

<p>An announcement regarding changes in the company or product line.</p> Signup and view all the answers

<p>Government regulation involves legal controls; self-regulation involves ethical guidelines by the industry.</p> Signup and view all the answers

<p>It immerses consumers in an experience rather than just being observational.</p> Signup and view all the answers

<p>persuasive advertising.</p> Signup and view all the answers

<p>Advocacy institutional advertisement.</p> Signup and view all the answers

<p>SEX Appeals.</p> Signup and view all the answers

<p>The number of different people or households exposed to an advertisement.</p> Signup and view all the answers

<p>It has a perishable message.</p> Signup and view all the answers

<p>National ad campaigns rarely include newspapers unless in conjunction with local distributors.</p> Signup and view all the answers

<p>The deceptive clicking of ads to increase costs for advertisers.</p> Signup and view all the answers

<p>Scores an ad using aided recall to measure audience memory.</p> Signup and view all the answers

<p>allowances and discounts, cooperative advertising, and salesforce training.</p> Signup and view all the answers

<p>Any paid form of nonpersonal communication about an organization, good, or service.</p> Signup and view all the answers

<p>Sales tools used to support advertising and selling directed to ultimate consumers.</p> Signup and view all the answers

<p>Programs where a manufacturer pays a retailer's local advertising expenses.</p> Signup and view all the answers

<p>The cost of reaching one thousand individuals or households.</p> Signup and view all the answers

<p>The average number of times a person is exposed to a message.</p> Signup and view all the answers

<p>An advertising agency that provides the complete range of services.</p> Signup and view all the answers

<p>A reference number obtained by multiplying reach by frequency.</p> Signup and view all the answers

<p>Program-length advertisements that educate potential customers.</p> Signup and view all the answers

<p>Agencies that consist of a company's advertising staff.</p> Signup and view all the answers

<p>Advertisements designed to build goodwill for an organization.</p> Signup and view all the answers

<p>Advertising agencies that specialize in one aspect of the advertising process.</p> Signup and view all the answers

<p>Tests conducted after an advertisement has been shown to determine its effectiveness.</p> Signup and view all the answers

<p>Tests conducted before an advertisement is placed to assess communication.</p> Signup and view all the answers

<p>Advertisements focusing on selling goods or services.</p> Signup and view all the answers

<p>Using a brand-name product in media like movies or shows.</p> Signup and view all the answers

<p>The percentage of households tuned to a specific show or station.</p> Signup and view all the answers

<p>The number of different people or households exposed to an advertisement.</p> Signup and view all the answers

<p>Sales tools supporting advertising directed to wholesalers or retailers.</p> Signup and view all the answers