CH 15-16

Question 1

is used when introducing a new product

category to build primary demand.

Answer 1

Informative advertising

Question 2

is important with increased competition

to build selective demand.

Answer 2

Persuasive advertising

Question 3

is important with mature products to help
maintain customer relationships and keep customers thinking
about the product.

Answer 3

Reminder advertising

Question 4

is a measure of the percentage of people in the target market
who are exposed to the ad campaign during a given period of time.

Answer 4

Reach

Question 5

is a measure of how many times the average person in the

target market is exposed to the message.

Answer 5

Frequency

Question 6

is the qualitative value of a message exposure through a given
medium.

Answer 6

Impact

Question 7

is a measure of things such as ratings, readership,

listenership, and click-through rates.

Answer 7

Engagement

Question 8

Today’s
consumers, armed with an
arsenal of weapons, can
choose what they watch
and don’t watch.
Increasingly, they are
choosing not to watch ads.

Answer 8

Advertising clutter:

Question 9

involves the creation and placing of
newsworthy information to attract attention to a person,
product, or service.

Answer 9

Press relations or press agency

Question 10

involves publicizing specific products.

Answer 10

Product publicity

Question 11

involves building and maintaining national or local

community relations.

Answer 11

Public affairs

Question 12

involves building and maintaining relations with legislators and
government officials to influence legislation and regulation.

Answer 12

Lobbying

Question 13

involves maintaining relationships with shareholders and

others in the financial community.

Answer 13

Investor relations

Question 14

involves public relations with donors or members of nonprofit
organizations to gain financial or volunteer support.

Answer 14

Development

Question 15

is a specific communication task to be accomplished with a specific target audience during a specific period of time.

Answer 15

advertising objective

Question 16

2 ELEMENTS OF Advertising strategy

Answer 16

1. creating advertising messages

2. selecting advertising media.

Question 17

The brand content looks in form and function like the other natural content surrounding it.

Answer 17

NATIVE ADVERTISING

Question 18

This execution style shows one or more “typical” people using the product in a normal setting.

Answer 18

Slice of life.

Question 19

This execution style shows how a product fits in with a particular way of living.

Answer 19

Lifestyle.

Question 20

This execution style creates a dream around the product or its use.

Answer 20

Fantasy.

Question 21

This execution style builds a feeling around the product or service, such as beauty, love, intrigue, serenity, or pride.

Answer 21

mood or image

Question 22

This execution style employs song or dance to engage viewers with the brand.

Answer 22

Musical.

Question 23

This execution style creates a character that represents the product.

Answer 23

Personality symbol

Question 24

This execution style shows the company’s competence in making the product.

Answer 24

Technical expertise

Question 25

This execution style presents survey or data that the brand is better or better liked than one or more other brands.

Answer 25

Scientific evidence.

Question 26

This execution style features a highly believable or likable source recommending the product.

Answer 26

Testimonial evidence or endorsement.

Question 27

vehicles through which advertising methods are delivered to their intended audiences

Answer 27

advertising media

Question 28

net return on advertising investment divided by the costs of the advertising investment

Answer 28

return on advertising investment