BNAD Chapter 17 Quiz
Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development?
Creating the platform
Recently the local television station communicated a news story about the new specialized medical mart opened by Cleveland Clinic. The story provided information about the various services that the new medical mart would offer and how to get in touch with the service providers. This story is most likely an example of
Publicity.
An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or
an advertising agency.
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.
If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ____ approach.
competition-matching
The step in developing an advertising campaign that directly precedes campaign execution is
creating the advertising message.
A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is known as
flighting.
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
The target audience for an advertising campaign is the
people toward whom the advertisements are directed.
The advertising campaign for Crest toothpaste lets consumers know about its newest flavor, and also mentions its history as an established brand. The ad also mentions Crest's advantages and benefits. Crest's advertising would be classified as
reminder.
