Marketing CH. 17
The two major types of product advertising are
Pioneer advertising and competitive advertising
The "Got Milk" print campaign is advertising that stimulates demand for a _______, known as _________ advertising.
Product ; pioneer
When a company promotes its position on a public issue, this is specifically referred to as _____________ advertising
advocacy
An advertising platform is the
basic issues and selling points to be involved in an advertising campaign
Brands that are promoted through comparative advertising are most likely to be
company's/ brands trying to compete with market leaders
Reinforcement advertising is primarily targeted at
current users of a particular product
The last stage in the development of any advertising campaign is
evaluating the advertisements effectiveness
An ad's _____ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.
headline
The first stage in the development of any advertising campaign is
identify and analyze target audience
The three general types of media schedules are
pulsing, flighting and continuous
When developing an advertising campaign, benchmarks need to be included in the
statement of advertising ovejectives
The target audience for an advertising campaign is the
who the ad is aimed at