chapter 15 advertising

advertising strategy

1. creating advertising messages 2. selecting advertising media

objective of advertising

a specific communication task to be accomplished w a specific target audience during a specific period of time

advertising

any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor

standardization

benefits- lower advertising costs, greater global adveritising coordinating, a more consistent worldwide image drawbacks- ignores that markets differ in demographics

informative advertising

heavily used when introducing new product

which term refers to the qualitative value of message exposure through a given medium?

media impact

persuasive advertising

more important as competition increases

encouraging customers to switch brands is most likely the objective of ________ advertising

persuasive

___________ becomes more important as competition increases. With this type of advertising, a company's objective is to build selective demand.

persuasive advertising

coca-cola cups prominently featured on episodes of American Idol are examples of

product placement

if a firm allocated 65% of its IMC budget primarily to personal selling and trade promotion toward channel members to induce them to carry the product and promote it to final consumers, what strategy is being used?

push strategy

______ is a measure of the percentage of people in a target market who are exposed to an ad campaign during a given period time

reach

an advertising objective is classified by its primary purpose, which is to inform, persuade, or _________

remind

madison & vine

represents the merging of advertising and entertainment in an effort to BREAK THROUGH THE CLUTTER and create new avenues for reaching customers w more engaging messages

which message execution style depicts average people using a product in an everyday setting?

slice of life

news conferences, press tours, and grand openings are examples of _______, a type of tool commonly used by public relations professionals

special events

although advertising is used mostly by business firms, a wide range of not-for profit organizations, professionals, and social agencies also use advertising to promote their causes to various target publics. the 49th largest advertising spender is what organization?

the US government

which of the following brands most likely requires heavy advertising in order to be set apart from similar products?

undifferentiated brands