mkt chapter 15

Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

advertising

Which of the following types of advertising will most likely result in an advertising war?

comparative advertising

Logos, uniforms, brochures, and company trucks are all examples of ________ materials that can be used to help a company create a visual image which the public can immediately recognize.

corporate identity

Which of the following is a major step in selecting advertising media?

determining reach, frequency, and impact

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

distinctive

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

informative advertising

development

involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support.

persuasive advertising

is important with increased competition to build selective demand.

Reminder advertising

is important with mature products to help maintain customer relationships and keep customers thinking about the product

advertising strategy

is the strategy by which the company accomplishes its advertising objectives and consists of: •Creating advertising messages •Selecting advertising media

informative advertising

is used when introducing a new product category to build primary demand.

Comparative advertising

is when a company compares its brand with other brands.

Which of the following are the three characteristics that an advertising appeal should have?

meaningful, believable, and distinctive

Which of the following is a major tool used by PR professionals?

news

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?

technical expertise

creative concept

the compelling "big idea" that will bring an advertising message strategy to life in a distinctive and memorable way

Message Execution

when the advertiser turns the big idea into an actual ad execution that will capture the target market's attention and interest

advertising media

•Determining reach, frequency, impact, and engagement •Choosing among major media types •Selecting specific media vehicles •Choosing media timing