kotler / armstrong, chapter 15 which of the following is not an aim of advertising? 1.to persuade...

Kotler / Armstrong, Chapter 15

Which of the following is not an aim of advertising?

1. to persuade

2. to inform

3. to remind

4. All of the above are aims of advertising.

Which of the following is not an aim of advertising?

1. to persuade

2. to inform

3. to remind

4. All of the above are aims of advertising.

Advertising is any non-paid form of nonpersonal presentation by an identified sponsor.

1. true

2. false

Advertising is any non-paid form of nonpersonal presentation by an identified sponsor.

1. true

2. false

Which type of advertising is heavily used when introducing a new product category?

1. persuasive

2. informative

3. reminder

4. positioning

Which type of advertising is heavily used when introducing a new product category?

1. persuasive

2. informative

3. reminder

4. positioning

Some persuasive advertising has become _______ advertising; for example, the “Battle of the Burger” companies.

1. comparative

2. vertical

3. tall

4. broad

Some persuasive advertising has become _______ advertising; for example, the “Battle of the Burger” companies.

1. comparative

2. vertical

3. tall

4. broad

Creating advertising messages and selecting advertising media are the two major elements of advertising _____.

1. evaluation

2. message

3. strategy

4. creativity

Creating advertising messages and selecting advertising media are the two major elements of advertising _____.

1. evaluation

2. message

3. strategy

4. creativity

The general message to be communicated to consumers is called the _____.

1. storyline

2. logo

3. message strategy

4. slogan

The general message to be communicated to consumers is called the _____.

1. storyline

2. logo

3. message strategy

4. slogan

Your brand’s advertising budget often depends on its stage in the product life cycle (PLC).

1. true

2. false

Your brand’s advertising budget often depends on its stage in the product life cycle (PLC).

1. true

2. false

A phrase that represents the merging of advertising and entertainment in order to reach consumers with a more engaging message is called ___________.

1. Boardwalk & Park Place

2. Trump & Rodeo

3. Madison & Vine

4. 42nd & 5th

A phrase that represents the merging of advertising and entertainment in order to reach consumers with a more engaging message is called ___________.

1. Boardwalk & Park Place

2. Trump & Rodeo

3. Madison & Vine

4. 42nd & 5th

This type of ad execution style shows one or more “typical” people using the product in a normal setting.

1. slice of life

2. word of mouth

3. lifestyle

4. testimonial

This type of ad execution style shows one or more “typical” people using the product in a normal setting.

1. slice of life

2. word of mouth

3. lifestyle

4. testimonial

The “big idea” that brings the message strategy to life in a distinctive way is called the ________ concept.

1. marketing

2. media

3. positioning

4. creative

The “big idea” that brings the message strategy to life in a distinctive way is called the ________ concept.

1. marketing

2. media

3. positioning

4. creative

This type of ad execution style creates a character that represents the product.

1. personality symbol

2. characterization

3. fantasy

4. image

This type of ad execution style creates a character that represents the product.

1. personality symbol

2. characterization

3. fantasy

4. image

____ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given time period.

1. Frequency

2. Scope

3. Reach

4. Impact

____ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given time period.

1. Frequency

2. Scope

3. Reach

4. Impact

Media buyers look at _____ when making their media choices.

1. the media habits of their target market

2. the cost of the media

3. the nature of the product

4. all of the above

Media buyers look at _____ when making their media choices.

1. the media habits of their target market

2. the cost of the media

3. the nature of the product

4. all of the above

Specific media within each general media type are called media _____.

1. vehicles

2. forms

3. channels

4. none of the above

Specific media within each general media type are called media _____.

1. vehicles

2. forms

3. channels

4. none of the above

Press releases, public affairs, and lobbying are all forms of _____.

1. reach

2. public relations

3. direct marketing

4. sales promotion

Press releases, public affairs, and lobbying are all forms of _____.

1. reach

2. public relations

3. direct marketing

4. sales promotion

Which is true of public relations (PR)?

1. One of the benefits of PR is that there are no costs involved.

2. PR only helps promote companies, not brands.

3. PR is often overlooked as an effective tool by marketing departments.

4. PR is declining as an effective promotional tool.

Which is true of public relations (PR)?

1. One of the benefits of PR is that there are no costs involved.

2. PR only helps promote companies, not brands.

3. PR is often overlooked as an effective tool by marketing departments.

4. PR is declining as an effective promotional tool.

Which of the following is not a major tool of public relations?

1. press releases

2. special events

3. speeches

4. contests

Which of the following is not a major tool of public relations?

1. press releases

2. special events

3. speeches

4. contests

Buzz marketing takes advantage of social networking processes by getting consumers to talk about the product.

1. true

2. false

Buzz marketing takes advantage of social networking processes by getting consumers to talk about the product.

1. true

2. false

Cable television advertisers can take advantage of “narrowcasting” to “rifle in” on targets, rather than the major TV network “shotgun” approach.

1. true

2. false

Cable television advertisers can take advantage of “narrowcasting” to “rifle in” on targets, rather than the major TV network “shotgun” approach.

1. true

2. false

_____ happens inside the consumer, telling the marketer how the target engaged with the brand idea.

1. Media engagement

2. Marketing concept

3. Creative concept

4. Segmentation

_____ happens inside the consumer, telling the marketer how the target engaged with the brand idea.

1. Media engagement

2. Marketing concept

3. Creative concept

4. Segmentation

kotler / armstrong, chapter 15 which of the following is not an aim of advertising? 1.to persuade...

Documents

kotler armstrong

type of advertising

persuasive advertising

advertising media

advertising messages

merging of advertising

aim of advertising

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