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