1. Product advertisements take 3 forms:
    • Pioneering
    • Competitive
    • reminder
  2. _______ advertisements tell people what a product is, what it can do, and where it can be found

    A. pioneering
  3. the key objective of a pioneering advertisement is to inform the __________
    target market
  4. advertising that promotes a specific brand's features and benefits is ______

    A. competitive
  5. the objective of competitive advertising is to:
    persuade the target market to select the firm's brand rather than that of a competitor
  6. ________ advertising is used to reinforce previous knowledge of a product

    C. reminder
  7. ______ advertising is good for products that have achieved a well-recognized position and are in the mature phase of their product life cycle

    B. reminder
  8. the objective of institutional advertisements is to:
    build goodwill or an image for an organization rather than promote a specific good or service
  9. 4 alternative forms of institutional advertisements are often used:
    • advocacy - states the position of a company on an issue
    • pioneering institutional - are used for announcements about what a company is
    • competitive institutional - promote the advantages of one product class over another
    • reminder institutional - bring the company's name to the attention of the target market again
  10. Most advertising messages are made up of both ________ and ________ elements
    • informational
    • persuasional
  11. 3 common advertising appeals:
    • fear appeals
    • sex apeals
    • humorous appeals
  12. ______ appeals tend to wear out quickly, eventually boring the consumer

    C. humor
  13. ______ exposure, and _______ costs are of central importance to media planning
    • maximizing
    • minimizing
  14. ______, the average number of times a person in the target audience is exposed to a message or advertisement
  15. ______ is the number of different people or ho useholds exposed to an advertisement
  16. reach X frequency will give an advertiser ________
    gross rating points

  17. a valueble medium that communicates with sight, sound, and motion
  18. television's major disadvantage is:
  19. program-length advetisements that take an educational approach to communication with potential customers
  20. advantage and disadvantage of radio
    • advantage: segmented medium
    • disadvantage: limited use for products that must be seen
  21. advantage and disadvantage of magazine ads
    • advantage: great number of special-interest publications that appeal to a narrowly defined segments
    • disadvantage: the cost of advetising in national magazines
  22. advertisements that are generally limited to ads that call for an immediate customer response:
  23. rich media on the internet
    advertisments that have the unque feature of being interactive
  24. examples of outdoor advertising
    • billboards
    • transit advertising
  25. 3 factors that must be considered when scheduling an advertisement
    • buyer turnover: how often new buyes enter the market to buy the product
    • purchase frequency: the more frequently the product is purchased, the less repetition is required
    • forgetting rate: the speed at which buyers forget the brand if ads aren't seen
  26. continuous (steady) schedule of advertising:
    advertising is run at a continuous or steady schedule throughout the year
  27. flighting (intermitten) schedule:
    periods of advertising are scheduled between periods of no advertising to reflect seasonal demand
  28. pulse (burst) schedule
    flighting combined with a continuous schedule because of increases in demand
  29. 3 different pretests
    • portfolio tests: used to test copy alternative
    • jury tests: involve showing the ad copy to a panel of consumers and having them rate it
    • theater tests: is the most sophisticated form of pretesting. viewers register their feeligns about the ads during new tv shows or movies
  30. 5 types of posttests to determine whether an ad accomplished its intended purpose
    • aided recall
    • unaided recall
    • attitude tests
    • inquiry tests
    • sales tests
  31. Consume-oriented sales promotions:
    • coupons
    • deals
    • premiums
    • contests
    • sweepstakes
    • samples
    • loyalty programs
    • point-of-purchase displays
    • rebates
    • product placement
  32. sales tools used to support a company's advetising and personal selling directed to wholesalers
    trade promotions
  33. using a brand-name product in a movie, tv show, video, or commercial for another product
    product placement
Card Set