Advertising and Promotion

Question 1

Definition of Advertising

Answer 1

Non personal form of communication about products to inform persuade or influence the behaviour of the target consumer

Question 2

Name 3 roles of advertising

Answer 2

1. Awareness
2. Reminder
3. Education

Question 3

What are the 4 types of advertising

Answer 3

1. Below the line
2. above the line
3. through the line
4. digital marketing

Question 4

What is the AIDA model

Answer 4

The stages consumers passes through during the purchase of a product

Question 5

What are the stages of the AIDA model

Answer 5

1. attention
2. interest
3. desire
4. action

Question 6

What is the ATR model

Answer 6

Outlines the stages a consumer typically goes through when encountering and adopting a new product or service

Question 7

What are the stages of the ATR model

Answer 7

Attention, Trial and Reinforcement

Question 8

One limitation of the AIDA model and One limitation of the ATR model

Answer 8

AIDA - little evidence that consumers always experience a strong desire before action
ATR - simplified model

Question 9

Name an Ethical issue in advertising

Answer 9

misleading advertising e.g., exaggerating product capabilities

Question 10

Public relation what is it

Answer 10

management function that maintains the relationship between the organisation and the public

Question 11

name 2 core aspects of public relations

Answer 11

building relationship with the public and managing image and reputation

Question 12

list a few public relations activities

Answer 12

media relations, crisis management, social media management and CSR

Question 13

name a few significant reasons for PR

Answer 13

connects the brand to the target audience, enhances brand visibility and helps communicate the brands vision

Question 14

limitations of PR

Answer 14

1. Limited influence e.g., discretion of journalists
2. unpredictable PR landscape - constantly changing e.g., media trends and technology improvements
3. difficult to measure the impact