chapter 15

Question 1

What is Advertising?

Answer 1

Any paid, non-personal promotion of ideas, goods, or services by an identified sponsor.

Question 2

what is an advertising objective?

Answer 2

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

Question 3

3 steps to Setting Advertising Objectives

Answer 3

Inform → Persuade → Remind

Question 4

Informative advertising is to

Answer 4

inform about products, features, or
uses and is used heavily when introducing a new product category

Question 5

Persuasive advertising is to

Answer 5

change perception of product value during growth stages when competition increases

Question 6

Reminder advertising is to

Answer 6

keep the brand fresh and relevant to
consumer’s minds during the maturity stage

Question 7

What is the advertising strategy

Answer 7

the company accomplishes it advertising objectives by creating advertising messages and selecting advertising media

Question 8

Madison & Vine

Answer 8

merge of advertising + entertainment

Question 9

Consumer-Generated Content

Answer 9

incorporates the voice of the customer into brand messages and generate greater customer engagement.

Question 10

Reach

Answer 10

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

Question 11

Frequency

Answer 11

is a measure of how many times the average person in the target market is exposed to the message.

Question 12

Impact

Answer 12

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

Question 13

Engagement

Answer 13

is a measure of things such as ratings, readership, listenership, and click-through rates.

Question 14

The major steps in advertising media selection are

Answer 14

• Determining reach, frequency, impact, and engagement
• Choosing among major media types
• Selecting specific media vehicles
• Choosing media timing; seasonality, continuity vs pulsing

Question 15

What is return on advertising investment?

Answer 15

Net Return on advertising investment/ Ad Costs

Question 16

what do Communication effects do

Answer 16

they indicate whether the ad and media are
communicate the ad message well and if they can be tested before or after
the ad runs

Question 17

what are sales and profit effects?

Answer 17

compare past sales and profits with past
expenditures or through experiments.