Ch10 Advertising, PR, and Propaganda

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Questions and Answers

Which of the following is the basic definition of advertising?

  • A message or group of messages designed to encourage consumers to make purchases
  • A message or group of messages designed to inspire people to advocate for their favorite brands.
  • A message or group of messages designed to raise awareness raise awareness in the population about brands, products and services
  • All of the above (correct)

Which statement below BEST DESCRIBES the difference between a company and a brand?

  • A company is a collection of employees working together to achieve a business goal whereas a brand determines how marketing dollars are spent.
  • A company owns a brand, while a brand produces several types of products
  • A company promotes products on social media streams, while a brand advocates for their favorite brands
  • A company produces several types of products, while a brand labels a specific product or a limited family of products (correct)

What is the main goal of advertising?

  • To reach the target audience in real-time based on their online and physical world behaviors.
  • To create a need and insert a product to fill it.
  • To advertise during certain TV shows or publications.
  • Both A and B (correct)

Which of the following is an example of an "above-the-line (ATL)" advertising method?

<p>Television ads (A)</p> Signup and view all the answers

What is the term used to describe the pathway a potential customer takes from being aware of a brand to making a purchase?

<p>Consumer journey (A)</p> Signup and view all the answers

What is the "Rule of Seven" in advertising?

<p>People need to see an advertisement seven times before they act on it. (D)</p> Signup and view all the answers

The third-person effect theory can explain why people rush to buy a certain product when they perceive it to be.

Reminder... the third-person effect theory says consumers tend to think advertising is EFFECTIVE but believe that it does not AFFECT them.

<p>scarce (D)</p> Signup and view all the answers

What is one purpose of optimizing content for search engines in content marketing?

<p>To attract attention of search engine algorithms (D)</p> Signup and view all the answers

Which of the following is the best description of inbound marketing?

<p>A strategy of developing consistent messages and content to attract and engage audiences (D)</p> Signup and view all the answers

What is the relationship between propaganda and PR messaging according to the text?

<p>Propaganda is a subset of PR messaging (B)</p> Signup and view all the answers

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Study Notes

Advertising Basics

  • Advertising is defined as a paid form of communication that promotes products, services, or ideas to a target audience.
  • The main goal of advertising is to drive consumer awareness and influence purchase decisions, ultimately increasing sales.

Company vs. Brand

  • A company is an organization that produces goods or services, while a brand refers to the identity, image, and reputation associated with those goods or services.

Advertising Methods

  • "Above-the-line (ATL)" advertising methods include mass media channels such as television, radio, and print that reach a broad audience.

Customer Pathway

  • The pathway a potential customer follows from awareness of a brand to making a purchase is known as the sales funnel.

Rule of Seven

  • The "Rule of Seven" suggests that a consumer needs to see or hear a marketing message at least seven times before taking action or making a purchase.

Third-Person Effect Theory

  • The third-person effect theory posits that individuals believe advertising influences others more than it affects themselves, often leading to a rush to buy popular products perceived as effective.

Content Optimization

  • One purpose of optimizing content for search engines in content marketing is to improve visibility and attract organic traffic, thus increasing brand awareness and engagement.

Inbound Marketing

  • Inbound marketing is defined as a strategy that focuses on attracting customers through relevant and helpful content, rather than interrupting them with traditional advertising.

Propaganda and PR Messaging

  • Propaganda and public relations (PR) messaging share a relationship in that both aim to influence public perception, but PR focuses on fostering a positive image of a brand or organization while addressing stakeholders' concerns.

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