ADVERTISING AND PROMOTION FINAL
PAPER PREMIUM TEST BANK DETAILED
QUESTIONS AND COMPLETE SOLUTIONS
●● advertising
Answer: one form of promotion defined as the placement of
announcements and persuasive messages in time or space purchased in
any of the mass media by business firms, nonprofit orgs, govt agencies,
and individuals who seek to inform and/or persuade members of a
particular target market or audience about their products, services,
organizations, or ideas
●● what is the intention of advertising?
Answer: increase awareness, recognition, and positive perceptions of
products or services and is intended to change the usage or sales of those
products or services
●● advertising approaches
Answer: national advertising
local advertising
direct-response advertising
trade advertising
professional advertising
,institutional advertising
social media
internet advertising
direct-to-consumer advertising
●● national adveritising
Answer: trademarked brand that is distributed widely where prices are
rarely mentioned and locations seldom identified
●● local (retail) advertising
Answer: designed to sell a product and encourage consumers to visit a
specific store, emphasize price, store hours, and other factors that
distinguish from competitors
ex) newspaper inserts
●● direct-response advertising
Answer: designed to reach consumers directly and encourage them to
buy a product
ex) encouraging patients to call toll-free number to obtain a discount
●● trade advertising
, Answer: ad placed in journals and trade papers read by pharmacy
managers to encourage pharmacies to stock certain kinds of product
ex) an ad in a trade paper regarding a new glucometer
●● professional advertising
Answer: more indirect and targeted to physicians, professionals to
encourage them to prescribe or recommend meds
ex) testimonial from health care providers in a professional journal
●● institutional (corporate) advertising
Answer: not designed to sell a product but create a goodwill toward and
positive perceptions of an organization
ex) a pharmaceutical firm may advertise its discount drug programs for
low-income people or a retail pharmacy chain advertises that it donates a
portion of its annual profits to community groups
●● internet advertising
Answer: A form of advertising that uses either e-mail or the World Wide
Web
-difficult to quantify and analyze the site visitors and demographics
PAPER PREMIUM TEST BANK DETAILED
QUESTIONS AND COMPLETE SOLUTIONS
●● advertising
Answer: one form of promotion defined as the placement of
announcements and persuasive messages in time or space purchased in
any of the mass media by business firms, nonprofit orgs, govt agencies,
and individuals who seek to inform and/or persuade members of a
particular target market or audience about their products, services,
organizations, or ideas
●● what is the intention of advertising?
Answer: increase awareness, recognition, and positive perceptions of
products or services and is intended to change the usage or sales of those
products or services
●● advertising approaches
Answer: national advertising
local advertising
direct-response advertising
trade advertising
professional advertising
,institutional advertising
social media
internet advertising
direct-to-consumer advertising
●● national adveritising
Answer: trademarked brand that is distributed widely where prices are
rarely mentioned and locations seldom identified
●● local (retail) advertising
Answer: designed to sell a product and encourage consumers to visit a
specific store, emphasize price, store hours, and other factors that
distinguish from competitors
ex) newspaper inserts
●● direct-response advertising
Answer: designed to reach consumers directly and encourage them to
buy a product
ex) encouraging patients to call toll-free number to obtain a discount
●● trade advertising
, Answer: ad placed in journals and trade papers read by pharmacy
managers to encourage pharmacies to stock certain kinds of product
ex) an ad in a trade paper regarding a new glucometer
●● professional advertising
Answer: more indirect and targeted to physicians, professionals to
encourage them to prescribe or recommend meds
ex) testimonial from health care providers in a professional journal
●● institutional (corporate) advertising
Answer: not designed to sell a product but create a goodwill toward and
positive perceptions of an organization
ex) a pharmaceutical firm may advertise its discount drug programs for
low-income people or a retail pharmacy chain advertises that it donates a
portion of its annual profits to community groups
●● internet advertising
Answer: A form of advertising that uses either e-mail or the World Wide
Web
-difficult to quantify and analyze the site visitors and demographics
