Introduction to Advertising in Business Administration Quiz

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Questions and Answers

Which factor is crucial when selecting a media outlet for advertising?

Color scheme of the outlet

The ability of the outlet to fulfill your goals (correct)

How frequently the outlet changes content

The popularity of the outlet

How does frequency impact the effectiveness of an advertising message?

High frequency confuses the target audience

Frequency has no impact on message effectiveness

More frequency leads to increased message impact (correct)

Less frequency leads to increased message impact

What is the primary goal of direct-action advertising?

To educate consumers about the product

To stimulate immediate purchase (correct)

To entertain the audience

To create brand awareness

What does reach refer to in the context of a media plan?

The number of people exposed to the media over time Signup and view all the answers

What is continuity in the context of media planning?

How often your message is put in front of your audience Signup and view all the answers

Why is evaluating cost important when selecting a media vehicle?

To assess the reach and frequency obtained for the money spent Signup and view all the answers

What is the main goal of sales support?

Facilitating the sale by providing supportive services Signup and view all the answers

Which step is typically NOT part of the personal selling process mentioned in the text?

Discounting products heavily Signup and view all the answers

What is the primary objective of B2B sales promotion?

Stimulating dealer interest Signup and view all the answers

Which of the following is NOT a common device used in B2C sales promotion?

Trade shows and conventions Signup and view all the answers

What characterizes guerrilla marketing according to the text?

Innovative, low-cost marketing schemes Signup and view all the answers

'Word-of-mouth' marketing relies on which main technique?

'Buzz' and 'viral' marketing strategies Signup and view all the answers

What is the main focus of brand advertising?

Promoting specific brands to ultimate consumers Signup and view all the answers

Which type of advertising tries to remind consumers of the existence of a product?

Reminder advertising Signup and view all the answers

What is the main goal of competitive advertising?

Comparing the product more favorably to rival products Signup and view all the answers

Institutional advertising is mainly focused on?

Promoting a favorable image for an organization Signup and view all the answers

Which type of advertising is usually sponsored by nonprofit organizations and focuses on the welfare of the community?

Public service advertising Signup and view all the answers

What distinguishes persuasive advertising from other types of advertising?

Developing a desire among consumers for the product Signup and view all the answers

What is the main difference between advertising and publicity?

Advertising is paid media coverage, while publicity is unpaid media coverage. Signup and view all the answers

What is the primary goal of personal selling?

To communicate face-to-face and influence customers to buy goods and services. Signup and view all the answers

What makes consumers tend to view publicity as more credible than advertising?

Publicity is presented in a news format, making it more trustworthy. Signup and view all the answers

Which task of personal selling involves determining customer needs and explaining product benefits?

Creative selling Signup and view all the answers

What does order processing in personal selling involve?

Receiving customer orders and delivering products correctly Signup and view all the answers

How is a press release related to public relations?

Press releases aim to get favorable publicity for a firm or its products. Signup and view all the answers

Study Notes

Selecting a Media Outlet

Target Audience: The media outlet should reach the target audience for the advertised product or service.
Cost: The cost of advertising in the chosen media outlet should be within the advertising budget.
Reach: The media outlet should reach a large enough audience to make the advertising campaign worthwhile.

Frequency and Advertising Effectiveness

Repetition: Higher frequency increases memorability and effectiveness.

Direct-Action Advertising

Primary Goal: To elicit an immediate response from the target audience, such as making a purchase or filling out a form.

Reach in Media Planning

Reach Refers to: The number of people in the target audience exposed to an advertising message at least once during a specific period.

Continuity in Media Planning

Continuity: Refers to the scheduling of advertising messages over a period of time, aiming for consistent exposure to the target audience.

Evaluating Cost in Media Selection

Importance: Cost evaluation ensures the advertising expenditure is justified and aligned with the allocated budget.

Sales Support

Goal: To assist salespeople in making sales and achieving sales objectives.

Personal Selling Process Steps

Not a Part of the Process: Order Processing

B2B Sales Promotion Objectives

Primary Objective: Generating leads and closing deals with businesses.

B2C Sales Promotion Devices

Not a Common Device: B2B Sales Promotion

Guerrilla Marketing Characteristics

Characterized by: Unconventional, creative, and often low-cost marketing strategies that aim to generate buzz and publicity

'Word-of-Mouth' Marketing Technique

Technique: Relies on individuals sharing their experiences and recommendations with other people.

Brand Advertising Focus

Main Focus: Building brand awareness, creating a positive brand image, and differentiating the brand from competitors.

Reminder Advertising

Reminder Advertising: Aims to remind consumers of the existence of a product, especially when demand is cyclical or seasonal.

Competitive Advertising Goal

Goal: To persuade consumers to choose one brand over another by highlighting its advantages and benefits.

Institutional Advertising Focus

Focus: The image and reputation of a company, organization, or industry instead of promoting specific products or services.

Public Welfare Advertising

Focus: Public welfare issues and social causes with the aim of raising awareness and promoting positive behavior.

Persuasive Advertising

Distinguishes from Other Types: It seeks to convince consumers to buy a product by appealing to their emotions or logic.

Advertising vs. Publicity

Main Difference: Advertising is paid media, while publicity is earned media.

Personal Selling Primary Goal

Goal: To build relationships with potential customers, understand their needs, and persuade them to purchase products or services.

Publicity Credibility

Reasons for Credibility: Publicity is often seen as more credible because it is not directly controlled by the company or organization.

Personal Selling Tasks

Determining Needs and Explaining Benefits: This task involves understanding customer needs, demonstrating product benefits, and highlighting how the product addresses those needs.

Order Processing in Personal Selling

Order Processing: Involves taking orders from customers, processing payments, and coordinating the delivery or fulfillment of the order.

Public Relations and Press Releases

Relationship: Press releases are a common tool used in public relations to communicate important news and information to the media and public.

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Description

Test your knowledge on advertising in the field of business administration with this quiz focusing on different types of advertising such as Brand, Institutional, and Public service. Explore the definition and key concepts related to advertising as a promotional strategy.