Boek hfst 1

Question 1

Definition advertising

Answer 1

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.

Question 2

What does advertising do?

Answer 2

Advertising channels needs by reshaping them into wants.

Question 3

What is a side effect of advertising?

Answer 3

The growing importance of a brand.

Question 4

What is a brand?

Answer 4

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

Question 5

Unique Selling Proposition (USP)

Answer 5

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

Question 6

What is the key challenge in building brands?

Answer 6

Unique Selling Proposition (USP)

Question 7

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

Answer 7

About a billion, through display and classified as.

Question 8

What happened to market shares over the years?

Answer 8

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.

Question 9

Informational/ argument-based appeal

Answer 9

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

Question 10

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

Answer 10

The reason-why approach.

Question 11

Emotional/ affect-based appeal

Answer 11

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.

Question 12

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

Answer 12

False. These appeals coexist.

Question 13

The stages of the product life cycle (PLC)

Answer 13

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.