Advertising mid-term

What is the role of marketing?

Marketing creates the demand through various strategies.

What is advertising?

Advertising is a form of marketing communication specifically aimed at promoting products or services.

Name one principle of effective advertising.

Grab people's attention.

What is 'bandwagon advertising'?

A technique that suggests using a product allows you to be part of a group.

What does 'weasel words' mean in advertising?

Modifiers that make a statement meaningless.

What is emotional appeal in advertising?

Using emotions to attract consumers, such as need for acceptance.

Define 'endorsement' in advertising.

Using a celebrity to promote or reinforce a product.

What are the two types of advertising reach?

Reach refers to the number of viewers exposed to an ad campaign, and frequency refers to how often they see it.

What does GRP stand for?

Gross Rating Point, calculated as % of target market reached x exposed frequency.

What key issue do magazines face?

Declining readership.

What is the vampire effect?

A decrease in brand recall.

What is an example of a classified print advertisement?

Directories are affordable options for ads, mostly factual.

List one form of outdoor advertising.

Billboards are a common form of outdoor advertising.

What is above the line marketing?

Marketing activities that include broadcast, print, and outdoor advertising.

Define 'below the line marketing'.

Marketing strategies that involve trade promotions, samples, and trade shows.

Name one reason why advertising agencies exist.

They are content experts in their field.

What are the types of print advertising?

General Interest, Special Interest, and Professional.

What is a creative brief?

A document outlining objectives and strategies for an advertising campaign.

What does it mean for an advertisement to utilize 'colors that pop'?

Using bright, eye-catching colors to draw attention.

Name two types of print advertising for newspapers.

National and Regional newspapers.

What is the objective of promotional advertising?

To offer sample products to encourage trials.

What is a fact about mailers?

They can include post cards, letters, and catalogues.

What is the significance of understanding placement in advertising?

Knowing high-traffic areas increases ad visibility.

What is meant by 'show, don’t tell' in advertising?

Using visuals to convey a message rather than just words.

What does 'scented advertising' refer to?

Using scents in advertisements, typically in restaurants.

What is the importance of clarity in an advertisement?

The ad should be clear on intent and easily understood.

What is the concept of brevity in outdoor advertising?

Messages on billboards should be short, ideally no more than 5 words.

What does emotion appeal in advertising target?

It targets feelings like security, attractiveness, and acceptance.

What technological evolution is mentioned in outdoor advertising?

Evolution from hieroglyphics to digital displays.

Define 'fear appeal' in advertising.

Using fear to persuade consumers, such as fears of sickness or aging.

Name a key characteristic of full-service advertising agencies.

They handle all stages of advertisement creation and planning.

What should an effective ad accomplish?

It should hold interest, be memorable, and have a clear call to action.

Why is brand strategy crucial?

It sharpens consumer perception and reinforces market strategy.

What do you call the marketing that focuses on building relationships with consumers?

Relationship marketing.

Give an example of a promotional advertising technique.

Sample products are often used in promotional advertising.

What is a common misconception about advertising?

That advertising is only needed when business is slow.

What should be included in the goals of a campaign?

Clear objectives detailing what the campaign aims to achieve.

What is the role of colors in advertising?

Colors help attract attention and convey brand identity.

What is the function of market research in advertising?

Market research helps in understanding consumer needs and preferences to tailor campaigns effectively.

Define 'target audience' in advertising.

A specific group of consumers identified as the intended recipients of an advertisement.

What does 'brand awareness' mean?

The extent to which consumers recognize and recall a brand.

What is a call to action (CTA)?

A prompt in an advertisement encouraging consumers to take specific action, like buying a product.

What is the difference between direct and indirect advertising?

Direct advertising aims for an immediate response, while indirect advertising builds brand image for future sales.

Explain the concept of 'USP' or Unique Selling Proposition.

A feature that makes a product stand out from competitors, highlighting its unique benefits.

What are the benefits of social media advertising?

Targeted reach, engagement, and the ability to measure ad performance dynamically.

What is the role of storytelling in advertising?

To create an emotional connection with consumers, making the ad more relatable and memorable.

What does 'user-generated content' refer to in advertising?

Content created by consumers that promotes a brand, enhancing authenticity and engagement.

Define 'influencer marketing'.

Collaborating with influencers to promote products to their audiences.

What is digital marketing?

Marketing that uses digital channels to promote products and services.

Explain the concept of 'content marketing'.

Creating valuable content to attract and engage an audience.

What is the function of SEO in advertising?

Search Engine Optimization enhances visibility and ranking in search engine results.

What does PPC stand for in marketing?

Pay-Per-Click, a model of online advertising where advertisers pay each time a user clicks on their ad.

What is the purpose of a marketing funnel?

To guide potential customers through the stages of awareness, consideration, and decision.

Define 'market segmentation'.

Dividing a market into distinct groups of buyers with different needs or behaviors.

What is influencer sponsorship?

Paying influencers to promote products on their platforms.

What does A/B testing refer to in advertising?

Comparing two versions of an ad to see which performs better.

What is lead generation?

The process of attracting and converting potential customers into inquiries.

Explain the concept of 'brand positioning'.

Creating a unique image of a brand in the minds of consumers.