Boek hfst 1 Flashcards

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1
Q

Definition advertising

A

Advertising is any form of paid communication by an identified sponsor, aimed to inform and/or persuade target
audiences about an organization, product, service or idea.

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2
Q

What does advertising do?

A

Advertising channels needs by reshaping them into wants.

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3
Q

What is a side effect of advertising?

A

The growing importance of a brand.

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4
Q

What is a brand?

A

The label with which to designate an individual product and differentiate it from
competitors.

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5
Q

Unique Selling Proposition (USP)

A

A summary statement used to meaningfully differentiate the brand from the competition.

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6
Q

What is the key challenge in building brands?

A

Unique Selling Proposition (USP)

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7
Q

How many people doe advertisers reach per day? And how?

A

About a billion, through display and classified as.

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8
Q

What happened to market shares over the years?

A

Market shares have decreased due to television and internet, but magazines are still popular when targeting audiences with special interests; consumer segments that share common interests, values, or lifestyles.

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9
Q

Informational/ argument-based appeal

A

Informational/argument-based appeal means straightforwardly informing consumers about the product, its price, and
where it can be bought.

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10
Q

What is another name for informational/argument-based appeal?

A

The reason-why approach.

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11
Q

Emotional/ affect-based appeal

A

A less aggressive approach than the informational/ argument-based appeal.

It aims to influence the consumer’s feelings/ emotions rather than his or her thoughts.

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12
Q

True or false: You have either the informational/argument-based appeal or the emotional/affect-based appeal.

A

False. These appeals coexist.

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13
Q

The stages of the product life cycle (PLC)

A
  1. Introduction stage: create brand awareness and induce product trial.
  2. Growth stage: build market share, improve the product, or develop brand extensions and communicate
    those.
  3. Maturity stage: consolidate/strengthen market share and shift of focus to creating consumer brand loyalty
    and maintaining top-of-mind awareness.
  4. Decline stage: use informational appeals to convey new/additional uses.
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