Advertising and Social Media

Flashcards for reviewing key concepts in advertising and social media marketing.

Pioneering advertisements are most likely used during which stage of the product life cycle?

Introduction

A competitive (or persuasive) advertisement…

Promotes a specific brand’s features and benefits

When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?

Competitive

Reminder advertisements are especially effective for products in which stage of their product life cycle?

Maturity

When developing the advertising program, specifying helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

Advertising objectives

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as a(n)

Fear appeal

Advertisements can typically be divided into two types:

Product and institutional

Pioneering advertisements would most likely be used during which stage of the product life cycle?

Introduction

A Mercedes-Benz ad features the introduction of its new self-driving car. What type of product advertisement is this ad?

Pioneering

The key objective of competitive advertising is to…

Persuade the target market to select the firm’s brand rather than that of a competitor

Reinforcement ads are reminder ads that…

Assure current users they made the correct choice in choosing the product.

advertising is often used to support the public relations plan or counter adverse publicity.

Institutional

Most advertising messages are made up of two elements, which are…

Informational and persuasive

Advertisers use a mix of media forms and vehicles to maximize the of the message to the target audience while at the same time minimizing .

Exposure; costs

Newspaper circulation and television ratings are measures of in advertising.

Reach

One of the disadvantages associated with radio as an advertising medium is that it…

Has a perishable message

The broad set of interactive messaging options that enables organizations to communicate and engage with consumers through any mobile device is known as…

Mobile marketing

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as…

Click fraud

In terms of scheduling advertising, buyer turnover refers to…

How often new buyers enter the market to buy a product.

The three approaches to setting advertising schedules are…

Continuous, flighting, and pulse

For marketers, the primary objective of coupons is to…

Encourage trial

During Super Bowl weekend, Pepsi introduced a new brand of soft drink. On that same weekend, Coca-Cola offered a “BOGO” (buy one, get one) promotion to make the Pepsi new product introduction more difficult. Which type of sales promotion was Coca-Cola using?

A deal

A is self-liquidating if the merchandise cost is covered by what the consumer pay for it, though it is offered at a significant savings off its retail price.

Premium

Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos. Taco Bell used a sales promotion technique called

Sampling

A sales promotion prominently displayed in a store aisle is called a(n) display.

Point-of-purchase

While reading the newspaper, Jordan noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores. This ad is an example of…

Cooperative advertising

Online media where users submit comments, photos, and videos often accompanied by a feedback process to identify popular topics are called

Social media

A social media influencer’s number of followers is often attributed to his or her perceived , knowledgeability, authenticity, and reliability in providing relevant content to his or her audience.

Credibility

Research indicates that individuals from which generational cohort are particularly active in social shopping?

Gen Z

Online content that shows a significant degree of original or creative effort, and thus is more than simply posting a newspaper or magazine article on a personal blog, is a criterion of

User-generated content

Brand managers can strategically use Twitter to do all of these except which?

Encourage purchases directly in the app

About 85 percent of Pinterest users…

Access the website using a mobile device.

A brand manager might use LinkedIn to…

Identify and recruit influencers.

Performance measures for social media marketing programs are divided into two types:

Those linked to inputs or costs and those tied to the outputs or revenues.