Marketing Chapter 19 - Advertising Flashcards

Questions and Answers

What is the definition of Advertising?

A type of promotion that only includes personal communication.

Any paid form of nonpersonal communication about an organization. (correct)

A communication method used only in social media.

Free communication about a non-profit organization.

Which of the following are types of Product Advertising? (Select all that apply)

Pioneering (correct)

Institutional

Reminder (correct)

Competitive (correct)

What are Pioneer Ads used for?

Ads used in the introductory stage of the product life cycle.

What do Competitive Ads promote?

A specific brand's features and benefits. Signup and view all the answers

What is the purpose of Reminder Ads?

To reinforce previous knowledge of a product. Signup and view all the answers

What is Institutional Advertising used for?

To build goodwill or an image for an organization. Signup and view all the answers

Which are types of Institutional Advertising? (Select all that apply)

Pioneering Institutional Signup and view all the answers

What are the steps in Developing the Advertising Program?

Identify the Target Audience, Specify Advertising Objectives, Set Advertising Budget, Design Advertisement. Signup and view all the answers

What do Fear Appeals suggest?

That the consumer can avoid some negative experience through the purchase of a product. Signup and view all the answers

What do Sex Appeals imply in advertising?

That the product will increase the attractiveness of the user. Signup and view all the answers

What is the meaning of Reach in advertising?

The number of different people or households exposed to an ad. Signup and view all the answers

What are Gross Rating Points (GRP)?

Reach multiplied by frequency. Signup and view all the answers

What is Cost Per Thousand (CPM)?

The cost of reaching 1,000 individuals or households with the advertising message. Signup and view all the answers

Which of the following are different Media Alternatives? (Select all that apply)

Television Signup and view all the answers

What is Continuous Scheduling in advertising?

Advertising is run at a continuous or steady schedule throughout the year. Signup and view all the answers

What does Pulse Scheduling combine?

Flighting schedule with continuous scheduling. Signup and view all the answers

What are Portfolio Tests used for in advertising?

Placing an ad among other ads for consumer feedback. Signup and view all the answers

What are Theater Tests?

Consumers view a new show and then register their feelings about the ads. Signup and view all the answers

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.