MKT 300 EXAM 5 STUDY GUIDE CHERIE MOMAN
Advertising - Answers -Paid nonpersonal communication about an organization and its
products transmitted to a target audience through mass media -Advertising permeates
our daily lives. -Advertising can have a profound impact on how consumers view certain
products. -Many nonbusiness organizations—including governments, churches,
universities, and charitable organizations—employ advertising to communicate with
stakeholders. -Advertising is used to promote goods, services, ideas, images, issues,
people, and anything else advertisers want to publicize or foster.
institutional advertising - Answers -- Advertising that promotes organizational images,
ideas, and political issues -May deal with broad image issues, such as organizational
strengths or the friendliness of employees -May aim to create a more favorable view of
the organization in the eyes of noncustomer groups, such as shareholders, consumer
advocacy groups, potential shareholders, or the general public
advocacy advertising - Answers -Advertising that promotes a company's position on a
public issue
product advertising - Answers -Advertising that promotes the uses, features, and
benefits of products
pioneer advertising - Answers -Advertising that tries to stimulate demand for a product
category rather than a specific brand by informing potential buyers about the product
oUsed most often for products before they hit the market and for products in the
introductory stage of the product life cycle
competitive advertising - Answers -- Advertising that tries to stimulate demand for a
specific brand by promoting its features, uses, and advantages relative to competing
brands
comparative advertising - Answers -Advertising that compares the sponsored brand
with one or more identified brands on the basis of one or more product characteristics
reminder advertising - Answers -Advertising used to remind consumers about an
established brand's uses, characteristics, and benefits
reinforcement advertising - Answers -Advertising that assures users they chose the
right brand and tells them how to get the most satisfaction from it
native advertising - Answers -Digital advertising that matches the appearance and the
purpose of the content in which it is embedded -Differs from content marketing in that it
uses a platform outside of its own media -Is potentially misleading when consumers do
not realize that a video or post is sponsored by an organization
, advertising campaign - Answers -The creation and execution of a series of
advertisements to communicate with a particular target audience
steps in developing and implementing advertising campaign - Answers -1. identify and
analyze target audience
2. define advertising objectives
3. create advertising platform
4. determine advertising appropriation
5. develop media plan
6. create advertising message
7. execute campaign
8. evaluate advertising effectiveness
target audience - Answers -The group of people at whom advertisements are aimed -
May include everyone in the firm's target market or only a portion of the target market -
Identifying and analyzing the target audience are critical processes as the information
yielded helps determine other steps in developing the campaign.
advertising objectives - Answers -Advertising objectives should: -Guide campaign
development -Be stated clearly, precisely, and in measurable terms and specify a time
frame -Contain benchmarks to provide precision and measurability •Objectives can be
defined on the basis of sales or communication.
advertising platform - Answers -Basic issues or selling points to be included in an
advertising campaign -An advertising platform should consist of issues important to
customers. Because the advertising platform is a base on which to build the advertising
message, marketers should analyze this stage carefully.
advertising appropriation - Answers -The advertising budget for a specific time period -
Geographic size of the market and distribution of buyers within the market have a great
bearing on this decision. -The type of product and a firm's sales volume relative to
competitors' sales volumes also play roles. -Advertising appropriations for business
products are usually quite relative to product sales, whereas consumer convenience
items generally have large advertising expenditures relative to sales.
media plan - Answers -A plan that specifies the media vehicles to be used and the
schedule for running advertisements -Determines how many people in the target
audience will be exposed to the message and the effects on those specific target
markets •The media planner's primary goal is to reach the largest number of people in
the advertising target that the budget will allow. •The secondary goal is to achieve the
appropriate message reach and frequency for the target audience while staying within
budget. -Reach - The percentage of consumers in the target audience actually exposed
to a particular advertisement in a stated period -Frequency - The number of times these
targeted consumers are exposed to the advertisement •Media planners must first decide
which kinds of media to use. -Radio, television, newspapers, digital or online
advertising, magazines, direct mail, outdoor displays, or signs on mass transit vehicles
Advertising - Answers -Paid nonpersonal communication about an organization and its
products transmitted to a target audience through mass media -Advertising permeates
our daily lives. -Advertising can have a profound impact on how consumers view certain
products. -Many nonbusiness organizations—including governments, churches,
universities, and charitable organizations—employ advertising to communicate with
stakeholders. -Advertising is used to promote goods, services, ideas, images, issues,
people, and anything else advertisers want to publicize or foster.
institutional advertising - Answers -- Advertising that promotes organizational images,
ideas, and political issues -May deal with broad image issues, such as organizational
strengths or the friendliness of employees -May aim to create a more favorable view of
the organization in the eyes of noncustomer groups, such as shareholders, consumer
advocacy groups, potential shareholders, or the general public
advocacy advertising - Answers -Advertising that promotes a company's position on a
public issue
product advertising - Answers -Advertising that promotes the uses, features, and
benefits of products
pioneer advertising - Answers -Advertising that tries to stimulate demand for a product
category rather than a specific brand by informing potential buyers about the product
oUsed most often for products before they hit the market and for products in the
introductory stage of the product life cycle
competitive advertising - Answers -- Advertising that tries to stimulate demand for a
specific brand by promoting its features, uses, and advantages relative to competing
brands
comparative advertising - Answers -Advertising that compares the sponsored brand
with one or more identified brands on the basis of one or more product characteristics
reminder advertising - Answers -Advertising used to remind consumers about an
established brand's uses, characteristics, and benefits
reinforcement advertising - Answers -Advertising that assures users they chose the
right brand and tells them how to get the most satisfaction from it
native advertising - Answers -Digital advertising that matches the appearance and the
purpose of the content in which it is embedded -Differs from content marketing in that it
uses a platform outside of its own media -Is potentially misleading when consumers do
not realize that a video or post is sponsored by an organization
, advertising campaign - Answers -The creation and execution of a series of
advertisements to communicate with a particular target audience
steps in developing and implementing advertising campaign - Answers -1. identify and
analyze target audience
2. define advertising objectives
3. create advertising platform
4. determine advertising appropriation
5. develop media plan
6. create advertising message
7. execute campaign
8. evaluate advertising effectiveness
target audience - Answers -The group of people at whom advertisements are aimed -
May include everyone in the firm's target market or only a portion of the target market -
Identifying and analyzing the target audience are critical processes as the information
yielded helps determine other steps in developing the campaign.
advertising objectives - Answers -Advertising objectives should: -Guide campaign
development -Be stated clearly, precisely, and in measurable terms and specify a time
frame -Contain benchmarks to provide precision and measurability •Objectives can be
defined on the basis of sales or communication.
advertising platform - Answers -Basic issues or selling points to be included in an
advertising campaign -An advertising platform should consist of issues important to
customers. Because the advertising platform is a base on which to build the advertising
message, marketers should analyze this stage carefully.
advertising appropriation - Answers -The advertising budget for a specific time period -
Geographic size of the market and distribution of buyers within the market have a great
bearing on this decision. -The type of product and a firm's sales volume relative to
competitors' sales volumes also play roles. -Advertising appropriations for business
products are usually quite relative to product sales, whereas consumer convenience
items generally have large advertising expenditures relative to sales.
media plan - Answers -A plan that specifies the media vehicles to be used and the
schedule for running advertisements -Determines how many people in the target
audience will be exposed to the message and the effects on those specific target
markets •The media planner's primary goal is to reach the largest number of people in
the advertising target that the budget will allow. •The secondary goal is to achieve the
appropriate message reach and frequency for the target audience while staying within
budget. -Reach - The percentage of consumers in the target audience actually exposed
to a particular advertisement in a stated period -Frequency - The number of times these
targeted consumers are exposed to the advertisement •Media planners must first decide
which kinds of media to use. -Radio, television, newspapers, digital or online
advertising, magazines, direct mail, outdoor displays, or signs on mass transit vehicles
