Advertising study Guide
Paid form of non-personal communication that is transmitted to a target audience through mass media
Advertising
An ad that uses images like an American flag, in hope you'll transfer your good feelings about the image to the product is using which advertising technique:
Association
Outdoor advertising that allows many people to see it at a low cost; operable 24 hours a day
Billboard
A web-based journal where writers can editorialize and interact with other Internet users:
Blog
An ad that tells you to "buy today!" is using which advertising technique:
Call to action
Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as _______.
Comparative
Compares the sponsored brand with one or more identified competing brands on the basis of one or more product characteristics
Comparative advertising
As an advertising medium TV does NOT allow you to reach a large number of people, but does allow you to specialize your information to the individual.
False
The socioeconomic characteristic of a target market refers to a city, state, or country.
False
Using a product to solve something you worry about
Fear
Using ads that make you laugh to catch attention and to be memorable
Humor
Using words like amazing and incredible to make products seem more exciting
Hype
Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called _______________ advertising.
Institutional
Promotes organizational images, ideas, and political issues
Institutional advertising
Which of the following is an essential criteria for an advertisement?
It must be a mass-mediated attempt to persuade
Works well if your industry has a specialty publication that allows you to target a specific audience; alternative to newspaper medium
Magazine
An ad that suggests you need the product to be happy, popular, or satisfied is using which advertising technique:
Must-have
Medium that reaches a large audience, has frequent publication, and is not selective for socioeconomic groups
Newspaper
The target audience for an advertising campaign is
People at whom advertisements are aimed
A type of product advertising that focuses on stimulating demand for a product category
Pioneer advertising
Audio or video files that can be downloaded from the Internet with a subscription:
Podcast
Promotes the uses, features, and benefits of products
Product advertising
Marketers use social networks to:
Promote products Handle questions and complaints Assist customers in buying decisions All of the above
The characteristic of a target market that refers to similar attitudes, values, or lifestyles is called:
Psychographic
An advertising medium where the listener is a captive audience and costs significantly more than a print ad:
Radio
Type of advertising that assures current users that they have made the right brand choice
Reinforcement advertising
An advertisement for a multivitamin that claims, "We still bring you everything you need to get through your day in one pill," would MOST LIKELY be considered as _______ advertising.
Reminder
Using images and sounds to appeal to your sight, touch, taste, etc.
Sense appeal
Advertising medium that allows advertisers to take advantage of the users demographic information and targets their ads based on this data:
Social media
Featuring someone who says how the product worked for them
Testimonial
Direct mail is an expensive medium to use.
True
Examples of direct mail include: catalogs, sales letters, and sales brochures.
True
The demographic characteristic of a target market refers to gender, age group, or education level.
True
This advertising medium is a hybrid of a social networking and micro-blogging site:
Medium for promotional marketing messages such as search engine marketing, mobile advertising, social media marketing, etc.
internet
