Introduction to Advertising: Objectives and Features

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Questions and Answers

What is the meaning of the word 'advertising' according to the lesson?

  • To communicate business information
  • To attract customers
  • To turn the minds of towards (correct)
  • To present personal messages

Which author defined advertising as 'any paid form of non-personal presentation and promotion'?

  • William J. Stanton
  • Present and prospective customers
  • American Marketing Association (correct)
  • Organization

What does advertising consist of, according to William J. Stanton?

  • Personal messages about a product
  • Non-personal, sponsor-identified, paid-for message about a product or organization (correct)
  • Communicating business information
  • Paid form of non-personal presentation and promotion

What is the primary purpose of advertising?

<p>To present non-personal, paid-for messages about products or organizations (B)</p> Signup and view all the answers

In what way is advertising used according to the lesson?

<p>To communicate business information to present and prospective customers (A)</p> Signup and view all the answers

What is the origin of the word 'advertising' according to the lesson?

<p>'Advertere' meaning to turn the minds of towards (B)</p> Signup and view all the answers

What is the primary purpose of advertising?

<p>To inform the buyers about the benefits of the product (D)</p> Signup and view all the answers

According to the American Marketing Association, how is advertising defined?

<p>Non-personal presentation of ideas, goods, and services by an identified sponsor (D)</p> Signup and view all the answers

Which feature of advertising aims to create a favorable attitude resulting in favorable actions?

<p>Persuasion (C)</p> Signup and view all the answers

What distinguishes advertising from personal selling?

<p>Advertising lacks personal appeal and is meant for all (A)</p> Signup and view all the answers

In what way does advertising facilitate consumer choice?

<p>By enabling consumers to purchase goods as per their budget and choice (B)</p> Signup and view all the answers

What does an identified sponsor in advertising refer to?

<p>An individual or a firm who pays for the advertisement (B)</p> Signup and view all the answers

Why is advertising considered a means of mass communication?

<p>Because it reaches the masses and is non-personal in nature (C)</p> Signup and view all the answers

What aspect differentiates salesmanship from advertising?

<p>Salesmanship involves direct personal appeal while advertising does not (D)</p> Signup and view all the answers

According to Gardner, what role has advertising acquired in relation to mass production?

<p>Necessitating mass production (A)</p> Signup and view all the answers

What does true advertising attempt to achieve in terms of profits?

<p>Promoting sales without increasing the cost of the product (D)</p> Signup and view all the answers

Flashcards

Meaning of 'Advertising'

To turn the minds of towards something.

Advertising (AMA Definition)

Any paid form of non-personal presentation and promotion.

Advertising (Stanton Definition)

Non-personal, sponsor-identified, paid-for message about a product.

Primary Purpose of Advertising

To present non-personal, paid messages about offerings.

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Advertising's Usage

To communicate business information to potential customers.

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Origin of 'Advertising'

'Advertere', meaning to turn the minds of towards.

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Advertising primary purpose

To inform buyers about the product's benefits.

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Advertising (AMA Expanded)

Non-personal presentation of ideas, goods, and services by a sponsor.

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The Persuasion Feature

To create a favorable attitude leading to positive actions.

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Advertising vs. Personal Selling

Advertising lacks direct personal appeal and is for a broad audience.

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Advertising Consumer Choice

Enables consumers to purchase goods as per their choice and budget.

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Identified Sponsor

The individual or firm that pays for the advertisement.

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Advertising as Mass Communication

It reaches a large audience without a personal connection.

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Salesmanship vs. Advertising

Salesmanship involves direct interaction; advertising does not.

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Advertising Necessitating Production

Advertising has created a need for products at a large scale.

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Goal of True Advertising

To promote sales without raising the product's cost.

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