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The ________ shows that beyond a certain level of spending for advertising, diminishing returns set in.
advertising response function
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Wal-Mart introduced a series of ads designed to respond to consumer concerns about fair labor practices. This is an example of:
advocacy advertising
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________ is used to raise consumers' awareness of a brand new product.
pioneering advertising
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________ is used to respond to the introduction of competitive products.
competitive advertising
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A TV ad that highlights how Brand X is far superior to Brand Y is an example of:
comparative advertising
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A(n) ________ of a product should answer the question "What's in it for me?"
benefit
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Profit, health, convenience and vanity are all examples of a(n):
advertising appeal
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Lifestyle, spokesperson/testimonial and demonstrations are all examples of:
message execution
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Advergaming, magazines and radio are all examples of:
media
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The term ________ refers to how many times a person receives a certain advertising message.
frequency
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Accenture schedules most of their TV advertisements to run during PGA golf broadcasts, while running fewer during other times. This is an example of a:
flighted media schedule
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A newspaper ad for a local apparel retailer that runs every Sunday is an example of a:
continuous media schedule
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James Bond movies prominently feature Aston Martin automobiles, Omega watches and Nokia mobile phones. This is an example of:
product placement
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The biggest category of corporate sponsorship is:
sports
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For every bottle of water sold, Ethos Water donates money for clean water projects in the emerging economies. This is an example of:
cause-related marketing
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