Advertising Exam 2 review

The product concept, target audience, IMC message, and communications media are all elements of the

A reason for the _ approach, a combination of media, is to reach people who are unavailable through only one medium

_ uses information gained from a situation analysis to determine the strengths, weaknesses, opportunities, & threats

What type of advantage can a company gain by using the radio as a media vehicle?

A(n) ________ refer(s) to a detailed description of a brand's current marketing position.

What is an accurate depiction of benefit headlines?

The many factors that affect the client-agency relationship can best be grouped into the following categories

The ________ indicates the sales potential of a particular brand in a specific market area.

What is a noncommissionable activity an agency would engage in?

What is one of the elements in the marketing mix?

Which method of developing an IMC budget is commonly used for new product introductions?

What dictates the role of promotional messages in the marketing mix?

TV, newspapers, the Internet, & magazines are forms of _ which are vehicles that transmit the marketer's message

In terms of media objectives, ________ define where, when, and how often advertising should appear.

The _ of a media vehicle is the price of exposing the message to the target audience rather than the total circulation.

A television commercial shows how easily a brand of toothpaste whitens teeth. This is an example of a(n) __ commercial.

What is an example of product advertising?

Which group sells time and space to carry the advertiser's message to the target audience?

The _ of an ad is defined as the average number of times a person must see or hear a message before it becomes effective

A ________ is a document that serves as a guide for the present and future marketing activities of an organization.

The term ________ refers to the entire advertising presentation—visual, verbal, and aural.

TV, newspapers, the Internet, & magazines are a few forms of __ which are vehicles that transmit the marketer's message

What does it mean when an advertising creative says an ad should resonate?

K opened a shop and placed an ad in her community’s newspaper to promote the shop. What form of advertising is K using?

Starting the marketing plan with _ helps remind planners & partners about what the organization is & what it stands for

Companies use the percentage of sales method to

The __ defines the market need and the company's sales objectives and details strategies for attaining those objectives.