Advertising study Guide

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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:

Twitter

Medium for promotional marketing messages such as search engine marketing, mobile advertising, social media marketing, etc.

internet


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