Chapter 15 MKT 301
Comprehensive Questions with
Verified Answers Graded A+
what are the four important decision marketing management have to make when developing an
advertising program - Answer: 1. setting advertising objectives
2. setting the advertising budget
3. developing advertising strategy (message decisions and media decisions)
4. evaluating effectiveness
what do advertising objectives have to be based on - Answer: past decisions about the target
market, positioning, and the marketing mix
advertising objective - Answer: is a specific communication task to be accomplished with a
specific target audience during a specific period of time
what are the three purposes advertising can be classified as - Answer: 1. inform
2. persuade
3. remind
informative advertising objectives - Answer: - commuting customer value
- building a brand and company image
- telling the market about a new product
, - explaining how a product works
- suggesting new uses for a product
- informing the market of a price change
- describing available services and support
- correcting false impressions
persuasive advertising objectives - Answer: - building brand preference
- encouraging switching to a brand
- changing customer perceptions of product value
- persuading customers to purchase now
- creating customer engagement
- building brand community
reminder advertising objective - Answer: - maintaining customer relationships
- reminding consumers that the product may be needed in the near future
- reminding consumers where to buy the product
- keeping the brand in a customer's mind during off-seasons
comparative advertising - Answer: in which a company directly or indirectly compares its brand
with one or more other brands
advertising budget - Answer: the dollars and other resources allocated to a product or a
company advertising program
what does advertising budget usually depend on - Answer: the stage of a products life
Comprehensive Questions with
Verified Answers Graded A+
what are the four important decision marketing management have to make when developing an
advertising program - Answer: 1. setting advertising objectives
2. setting the advertising budget
3. developing advertising strategy (message decisions and media decisions)
4. evaluating effectiveness
what do advertising objectives have to be based on - Answer: past decisions about the target
market, positioning, and the marketing mix
advertising objective - Answer: is a specific communication task to be accomplished with a
specific target audience during a specific period of time
what are the three purposes advertising can be classified as - Answer: 1. inform
2. persuade
3. remind
informative advertising objectives - Answer: - commuting customer value
- building a brand and company image
- telling the market about a new product
, - explaining how a product works
- suggesting new uses for a product
- informing the market of a price change
- describing available services and support
- correcting false impressions
persuasive advertising objectives - Answer: - building brand preference
- encouraging switching to a brand
- changing customer perceptions of product value
- persuading customers to purchase now
- creating customer engagement
- building brand community
reminder advertising objective - Answer: - maintaining customer relationships
- reminding consumers that the product may be needed in the near future
- reminding consumers where to buy the product
- keeping the brand in a customer's mind during off-seasons
comparative advertising - Answer: in which a company directly or indirectly compares its brand
with one or more other brands
advertising budget - Answer: the dollars and other resources allocated to a product or a
company advertising program
what does advertising budget usually depend on - Answer: the stage of a products life
