Exam #4 Part 2

Question 1

Advertising Objectives (3)

Answer 1

• to inform
• to persuade
• to remind

Question 2

Types of Advertising (7)

Answer 2

• Institutional
• product
• competitive (direct or indirect action)
• comparative
• pioneer
• reminder
• corrective

Question 3

Institutional Advertising

Answer 3

Tries to promote an organization’s image, reputation, or ideas.

Question 4

Product Advertising

Answer 4

Tries to sell a product

Question 5

Competitive Advertising

Answer 5

Tries to develop selective demand for a specific brand

Question 6

Comparative Advertising

Answer 6

Makes specific brand comparisons using actual product names

Question 7

Pioneer Advertising

Answer 7

Tries to develop primary demand for a product category

Question 8

Reminder Advertising

Answer 8

Tries to keep the product name before the public

Question 9

Corrective Advertising

Answer 9

Tries to correct previously deceptive advertising

Question 10

Select the Appeal (5)

Answer 10

• Logic and emotion
• Celebrity appeal
• Sex appeal
• Power of novelty
• Subliminal Advertising

Question 11

Logic and emotion

Answer 11

Value/syrupy «> Terrifying

Question 12

Celebrity appeal (3)

Answer 12

• Physically attractive
• Trusted by public
• Image compatible with product

Question 13

Sex appeal

Answer 13

associate product with pleasure

Question 14

Power of novelty

Answer 14

make ads really stange

Question 15

Subliminal Advertising

Answer 15

Subconscious visual or audio messages

Question 16

Message Execution Styles (9)

Answer 16

• Slice of life
• Lifestyle
• Fantasy
• mood or image
• musical
• personality symbol
• technical expertise
• scientific evidence
• testimonial

Question 17

Slice of life

Answer 17

product use in normal setting

Question 18

lifestyle

Answer 18

how product fits

Question 19

fantasy

Answer 19

around product use (redbull)

Question 20

Mood or image

Answer 20

evocative, no claim made

Question 21

Musical

Answer 21

singing while using

Question 22

personality symbol

Answer 22

character that personifies product

Question 23

technical expertise

Answer 23

shows experience or expertise in making

Question 24

scientific evidence

Answer 24

survey or study outperforming

Question 25

testimonial (3)

Answer 25

- credible - likable - expert

Question 26

The effect of exposures on awareness depends on the exposures. (3)

Answer 26

- Reach - frequency - impact

Question 27

Reach (R)

Answer 27

Number of different persons exposed to a particular media schedule at least once during a specific period.

Question 28

Frequency (F)

Answer 28

Number of times within the specific time period that an average person is exposed to the message.

Question 29

Impact (I)

Answer 29

Qualitative value of an exposure through a given medium.

Question 30

Total Number of Exposures (E)

Answer 30

Reach times the average frequency. E = R x F

Question 31

Gross Rating Points (GRPs)

Answer 31

A measure of the size of an advertising campaign or by a specific medium or schedule

Question 32

Weighted Number of Exposures

Answer 32

Reach times the average frequency times average impact. WE = R x F x I

Question 33

Reach is more important with___(5)

Answer 33

- new products - flanker brands - well-known brands - infrequently purchased items - undefined target markets

Question 34

Frequency is more important with___(4)

Answer 34

- strong competitors - complex story - high consumer resistance - frequent purchase cycles

Question 35

Media Scheduling (3x4)

Answer 35

``` Vertical: (top to bottom) -concentrated -continuous -intermittent Horizontal: (left to right) -level -rising -falling -alternating ```