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