Marketing Test Chapter 17-20

What is an advertising platform?

-The basic issues or selling points an advertiser wishes to be included in the advertising campaign -Should consist of issues important to consumers

when a company promotes its position on a public issue, this is specifically referred to as _________________ advertising.

Advocacy

Brands that are promoted through comparative advertising are most likely to be a) market leaders. b) brands that are attempting to compete with market leaders. c) primarily services rather than tangible goods. d) attempting to compete on a nonprice basis. e) competing in a less competitive market.

b) brands that are attempting to compete with market leaders.

The two major types of product advertising are a) institutional and advocacy. b) pioneer and competitive. c) competitive and comparative. d) advocacy and competitive. e) informative and comparative.

b) pioneer and competitive

The first stage in the development of any advertising campaign is a) creating the message. b) setting the budget. c) identifying the advertising target audience. d) defining the advertising objectives. e) creating the advertising platform.

c) identifying the advertising target audience.

When developing an advertising campaign, benchmarks need to be included in the a) campaign platform. b) evaluation of the advertising effectiveness. c) statement of advertising objectives. d) media plan. e) budget.

c) statement of advertising objectives.

the three general types of media schedules are

continuous schedule, flighting schedule, and pulsing schedule

The last stage in the development of any advertising campaign is a) creating the advertising platform. b) developing the media plan. c) creating the advertising message. d) evaluating the effectiveness of advertising. e) defining the advertising objectives.

d) evaluating the effectiveness of advertising.

Reinforcement advertising is primarily targeted at a) new potential target markets. b) users of competitors' brands and products. c) anyone who uses that type of product. d) all the stakeholders of an organization. e) the current users of a particular product.

e) the current users of a particular product.

The target audience for an advertising campaign is the

people toward whom the advertisements are directed

The "Got milk?" print campaign is advertising that stimulates demand for a(n) _____, known as _____ advertising.

product category; pioneer