ADVERTISING AND IBP REVIEW 1.1

The ad for Gills onions in Fresh Cut, a publication for people in the grocery business, encouraged produce managers to stock up on the product. The ad is an example of _____ advertising.

• Consumer

• Trade

• Government

• Professionals

YoMama Foods, a local grocery store, has decided to run a series of advertisements. For this to be considered an advertising campaign, which one of the following conditions must be met?

• The advertisements must communicate a cohesive and integrated idea or theme

• The advertisements must appear in multiple media.

• The advertisements must appear over an extended period of time.

• The advertisements must focus on store products rather than store services.

Three criteria must be met for a communication to be classified as advertising, which of following is not true:

• The communication must be paid for

• Face- to- face communication

• The communication must be delivered through mass media

• The communication must be attempting to persuade

What is The Role of Advertising in the Brand Management?

• Building and Maintaining Brand Loyalty among Consumers.

• Introduction of New Brand or Brand Extensions (Variants)

• Information and Persuasion.

• all of above

What is an “Advertising campaign”?

• Specific messages designed to persuade an audience

• An integrated series of purchased ads and promotions that communicate a central theme or idea

• the process of using a wide range of promotional tools working together to create widespread brand exposure

• Three criteria above must be met for effective communication

Product advertisements focus on

• obtaining inquiries.

• selling a good or service.

• advocating a political position.

• persuading opinion leaders.

Most mass media advertising is directed at ____________.

• household consumers

• members of a trade channel

• members of business organizations

• professionals

The group of people at whom advertisements are aimed

• target audience

• customer

• business firm

• consumer

The Popular, major advertising media

• direct mail, billboards, the Internet, and CD-ROMs.

• word-of-mouth, personal selling, PR, and reference group

• television, radio, newspapers, internet, and magazines.

• signs, words, pictures and sound.

Channels of communication for delivering promotional messages to target groups of consumers.

• mass media

• email

• direct marketing

• ace to face communiction