BERNE AND LEVY PHYSIOLOGY 7TH EDITION
ELITE REVIEW STUDY PAPER 100%
GUARANTEED PASS
◉Steps in Planning and Executing an Ad Campaign . Answer: 1.
Identify target audience
2. Set advertising objectives
3. Determine the advertising budget
4. Convey the message
5. Evaluate and select media
6. Create advertisements
7. Assess impact
◉Advertising Plan . Answer: A subsection of the firm's overall
marketing plan that explicitly analyzes the marketing and advertising
situation, identifies the objectives of the advertising campaign, clarifies a
specific strategy for accomplishing those objectives, and indicates how
the firm can determine whether the campaign was successful
◉Pull Strategy . Answer: The goal is to get consumers to pill the product
into the marketing channel by demanding it
, ◉Push Strategy . Answer: The goal is to get consumers to pill the
product into the marketing channel by demanding it
◉Informative Advertising . Answer: Communication used to create and
build brand awareness, with the ultimate goal of moving the consumer
through the buying cycle to purchase
◉Persuasive Advertising . Answer: Motives consumers to take action
and occurs in the growth and early maturity stages of the product life
cycle, when competition is most intense, and attempts to accelerate the
market's acceptance of the product
◉Reminder Advertising . Answer: Communication used to remind or
prompt repurchases
◉Product-Focused Advertisements . Answer: Inform, persuade, or
remind consumers about a specific product or service
◉Insitutional Advertisement . Answer: A type of advertising that
promotes a company, corporation, business, institution, or organization
◉Public Service Advertising (PSA) . Answer: Focus on public welfare;
generally, they are sponsored by nonprofit institutions, civic groups,
religious organizations, trade associations, or political groups
ELITE REVIEW STUDY PAPER 100%
GUARANTEED PASS
◉Steps in Planning and Executing an Ad Campaign . Answer: 1.
Identify target audience
2. Set advertising objectives
3. Determine the advertising budget
4. Convey the message
5. Evaluate and select media
6. Create advertisements
7. Assess impact
◉Advertising Plan . Answer: A subsection of the firm's overall
marketing plan that explicitly analyzes the marketing and advertising
situation, identifies the objectives of the advertising campaign, clarifies a
specific strategy for accomplishing those objectives, and indicates how
the firm can determine whether the campaign was successful
◉Pull Strategy . Answer: The goal is to get consumers to pill the product
into the marketing channel by demanding it
, ◉Push Strategy . Answer: The goal is to get consumers to pill the
product into the marketing channel by demanding it
◉Informative Advertising . Answer: Communication used to create and
build brand awareness, with the ultimate goal of moving the consumer
through the buying cycle to purchase
◉Persuasive Advertising . Answer: Motives consumers to take action
and occurs in the growth and early maturity stages of the product life
cycle, when competition is most intense, and attempts to accelerate the
market's acceptance of the product
◉Reminder Advertising . Answer: Communication used to remind or
prompt repurchases
◉Product-Focused Advertisements . Answer: Inform, persuade, or
remind consumers about a specific product or service
◉Insitutional Advertisement . Answer: A type of advertising that
promotes a company, corporation, business, institution, or organization
◉Public Service Advertising (PSA) . Answer: Focus on public welfare;
generally, they are sponsored by nonprofit institutions, civic groups,
religious organizations, trade associations, or political groups
