Chapter 19

Question 1

Advertising

Answer 1

paid form of marketing communication

Question 2

Public relations

Answer 2

unpaid form

Question 3

Designing and executing ad campaign

Answer 3

ID target audience, objective, determine ad budget, convey message, evaluate and select media, create ad, assess impact

Question 4

ID target audience

Answer 4

target an age, gender, lifestyle, etc

Question 5

Pull strategy

Answer 5

customers demand product to get in supply chain

Question 6

Push strategy

Answer 6

demand via sales, people, distributors

Question 7

Inform

Answer 7

create and build awareness

Question 8

Persuade

Answer 8

motivate to action, occurs in growth

Question 9

Remind

Answer 9

prompt a repurchase

Question 10

Product-focused ads

Answer 10

selling a particular item (pumpkin spice latte)

Question 11

Institutional advertising

Answer 11

promoting actual company (Michelin)

Question 12

Public service announcement (PSA)

Answer 12

raise awareness of public issues (non-profit, etc.)

Question 13

Determine ad budget

Answer 13

considerations, meet their overall promotional objectives

Question 14

Convey message

Answer 14

deploy message (FB ad —-> live)