Questions and Answers
What is the definition of Advertising?
Which of the following are types of Product Advertising? (Select all that apply)
What are Pioneer Ads used for?
Ads used in the introductory stage of the product life cycle.
What do Competitive Ads promote?
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What is the purpose of Reminder Ads?
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What is Institutional Advertising used for?
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Which are types of Institutional Advertising? (Select all that apply)
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What are the steps in Developing the Advertising Program?
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What do Fear Appeals suggest?
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What do Sex Appeals imply in advertising?
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What is the meaning of Reach in advertising?
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What are Gross Rating Points (GRP)?
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What is Cost Per Thousand (CPM)?
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Which of the following are different Media Alternatives? (Select all that apply)
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What is Continuous Scheduling in advertising?
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What does Pulse Scheduling combine?
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What are Portfolio Tests used for in advertising?
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What are Theater Tests?
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Study Notes
Advertising Overview
- Advertising is a paid, nonpersonal communication about a product or service by an identified sponsor.
Types of Product Advertising
- Pioneering Advertising: Informational ads used in the introductory stage to explain the product's purpose and availability.
- Competitive Advertising: Persuasive ads highlighting a specific brand's unique features and benefits.
- Comparative Advertising: Ads that emphasize a brand's strengths compared to competitors.
- Reminder Advertising: Reinforces previous knowledge of a product to maintain consumer awareness.
Institutional Advertising
- Focuses on building goodwill or a positive image for an organization instead of promoting specific products.
Types of Institutional Advertising
- Advocacy: States the company's position on issues.
- Pioneering Institutional: Introduces the company, its capabilities, and location.
- Competitive Institutional: Highlights advantages of one product class over another.
- Reminder Institutional: Reaffirms the company's name and presence.
Developing the Advertising Program
- Identify the target audience to tailor the message.
- Specify clear advertising objectives for campaign focus.
- Set an advertising budget to allocate resources effectively.
- Design the advertisement to attract and engage the target market.
Appeal Types in Advertising
- Fear Appeals: Suggest product usage can help avoid negative experiences.
- Sex Appeals: Indicate that using the product enhances attractiveness.
- Humorous Appeals: Imply that the product offers more fun or excitement than competitors.
Advertising Media
- Various channels to communicate messages to target audiences include television, radio, magazines, newspapers, internet, and outdoor advertising.
Key Advertising Metrics
- Reach: Number of unique individuals or households exposed to an ad.
- Rating: Percentage of households tuned into a specific TV show or radio station.
- Frequency: Average number of times an individual in the target audience sees an ad.
- Gross Rating Points (GRP): Calculated by multiplying reach by frequency.
- Cost Per Thousand (CPM): Cost incurred to reach 1,000 individuals or households with an ad.
Media Alternatives
- Diverse options for advertising include television, radio, magazines, newspapers, yellow pages, internet platforms, outdoor locations, and direct mail campaigns.
Webtipping
- A practice of clicking on ad banners to support free website access.
Place-based Media
- Targeted advertising in specific locations like doctors' offices and gyms to reach a desired audience.
Advertising Scheduling Methods
- Continuous Scheduling: Ad runs steadily throughout the year.
- Flighting Scheduling: Alternates between active advertising and pauses based on seasonal demand.
- Pulse Scheduling: Combines flighting and continuous schedules due to increased demand or product launches.
Pretesting Advertising
- Methods to evaluate ad effectiveness include:
- Portfolio Tests: Ads shown alongside others for consumer preference evaluation.
- Jury Tests: Consumer panels rate the ad copy directly.
- Theater Tests: Consumers watch a show and provide feedback on ads afterward, often using electronic devices or questionnaires.
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Description
Test your knowledge of advertising concepts with these flashcards from Marketing Chapter 19. Explore different types of product advertising and learn about pioneer ads used during the product introduction stage. Perfect for students looking to reinforce their understanding of marketing principles.