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commercial applications > Ls 3 > Flashcards

Ls 3 Flashcards

(61 cards)

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1
Q

Features of advertising

A
  1. Non-personal
  2. Mass communication
  3. Paid communication
  4. Identified sponsor
  5. Information and persuasion
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2
Q

two types of product advertising

A

direct action and indirect action

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3
Q

objective of product advertising

A

promote sale/reputation of a product/service

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4
Q

aim of direct action advertising

A

quick response to the ad

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5
Q

aim of indirect action advertising

A

favorable attitude towards the product for a long period of time

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6
Q

aim of institutional advertising

A

build favorable image of the organisation

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7
Q

What is informative advertising ?

A

gives info about product/institution

makes consumers aware of existence,use,feature

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8
Q

example of informative advertising

A

how to save petrol

how to avoid accidents

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9
Q

aim of persuasive advertising

A

persuade consumers to buy product

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10
Q

aim of reminder advertising

A

attempts to remind people about existing product

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11
Q

two other names for concept advertising

A

primary demand advertising

pioneering advertising

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12
Q

purpose of concept advertising

A

stimulate demand for a new type of product

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13
Q

concept advertising is designed to change _______ of people

A

life style

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14
Q

Example of concept advertising

A

“a diamond is forever” promotes diamond jewellery as a concept

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15
Q

Objectives of advertising

A
  1. introduce new products
  2. to sustain demand for existing products
  3. To build brand preference
  4. To eliminate middlemen
  5. To educate consumers
  6. To build goodwill
  7. To support dealers
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16
Q

Advertising aims at maintaining demand for an existing product in the face of growing ___________

A

competition

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17
Q

_______________ helps to yield repeat sales in the long run

A

brand loyalty

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18
Q

elimination of middlemen helps to reduce _____ for consumers

A

price

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19
Q

advantages of advertising to society

A
  1. generates employment
  2. raises standard of living
  3. adds to art and culture
  4. sustains the press
  5. promotes healthy comp
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20
Q

Advantages of advertising to consumers

A
  1. makes shopping easier
  2. educates consumers
  3. reduce price by increasing sales volume
  4. highlights quality and prices of competitive products
  5. reduces possibility of cheating and gives wider choice
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21
Q

Advantages of advertising to manufacturers

A
  1. creates demand
  2. helps to increase sales and profits
  3. creates goodwill
  4. helps to maintain demand
  5. establish direct link between producer and consumer
  6. helps to meet competition
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22
Q

Criticism of advertising

A
  1. higher prices
  2. creation of monopoly
  3. wastage of resources
  4. deceptive and untruthful
  5. extravagance
  6. vulgarity
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23
Q

advertising offers scope for ____ and ____

A

fraud, deception

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24
Q

in __________, identity of sponsor is not clear

A

publicity

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25
in publicity. message originates from the ______ and in advertising, it originates from _____
1. media | 2. advertiser
26
in ______, person involved does not have to pay
publicity
27
______ has control over timing and content of message in advertising
sponsor
28
nature of advertising is _____
persuasive
29
nature of publicity is _______
informative
30
first requirement of a good advertisement
it must be able to attract the attention of the people to whom it is directed
31
techniques to make ad have attention value
1. use catchy but short headlines 2. use pictures of product 3. put a question 4. quote price when it is relatively low 5. insert reply coupons 6. use artistic effects
32
repeated use of _____ and ______ help to make ad memorable
brand names, trademarks
33
smiling baby is associated with ____
Murphy radios
34
emphasis on the ________ and ______of the product help to create interest in consumers
superiority and necessity
35
a good ad should _____ the people
educate
36
consumer products of daily use require ______ appeal for advertising
wide
37
industrial products are better advertised in
trade journals and direct mail
38
Local markets
films, outdoor media. regional newspapers
39
when market is large, what media should be used?
newspapers, radio, TV
40
Short advertisements
radio, TV, films
41
Lengthy advertisements
newspapers and direct mail
42
sales promotion is _______ - term incentives
Short
43
sales promotion is of _______ nature
non recurring
44
purpose of sales promotion
obtain spot buying
45
________- is a supplement to personal selling and advertising
sales promotion
46
sales promotion is best for _____ products
new
47
cost of sales promotion per unit is __
Low
48
_______, ______,_________-are costlier than newspapers, outdoor media
radio, TV, films
49
other factors affecting choice of advertising media
objective of an ad media used by competitor type of buyers
50
sales promotion has a ____ term perspective whereas advertising has a ____ term perspective
short, long
51
sales promotion is (individual/mass) communication
individual communication
52
________ is an identification mark used to differentiate from competitive products
brand
53
a registered brand is also known as _____
trademark
54
under what act is a brand registered?
Mercantile Marks Act 1958
55
__________ is a means of differentiating the product from its competitors
Branding
56
methods of sales promotion
1. samples 2. trading stamps 3. coupons 4. premium/bonus offer 5. price-off offers 6. Prize contests 7. demonstrations 8. exchange offers
57
a premium offer can be of 3 types:
with-pack premium reusable container free-in-the-mail premium
58
essential of a good brand :
1. brief and simple 2. easy to pronounce, spell 3. distinctive not easy to imitate 4. attractive 5. suggest utility of product 6. capable of registration
59
value which a brand adds to the product
brand equity
60
consumer prefer same brand due to faith
brand loyalty
61
informing and reminding customer to purchase particular brand
brand promotion

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