CSUF: MKTG 351 Chapter 17 exam 2023 with 100% correct answers

What is advertising? - correct answer --a popular form of promotion Why do new brands w/small market share tend to spend more for advertising and sales promotion? - correct answer --a certain minimum level of exposure is needed to measurably affect purchase habits -after certain level of spending, diminishing returns set in Define advertising response function. - correct answer -spending for advertising and sales promotion increases sales or market share, up to a certain level, but then produces diminishing returens What are the effects of advertising on consumers? - correct answer --informs people about products and services and influences their attitudes, beliefs, and ultimately their purchases -may succeed in transforming a person's negative attitude into a positive one -reinforces positive attitudes towards a brand What are the major types of advertising? - correct answer --institutional advertising -product advertising Define institutional advertising. - correct answer -the goal of the promotion plan is to improve the image of the company Define product advertising. - correct answer -advertiser wants to enhance the sales of a specific good or service What are the major functions of institutional advertising? - correct answer --designed to establish, change, or promote the corporation's identity as a whole -used to advocate or express their views on controversial issues What are the major functions of product advertising? - correct answer --promotes the benefits of a specific good/ser