Advertising

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

• sales promotion

• direct marketing

• advertising

• public relations

• personal selling

Answer explanation

Definition for advertising

Marketing management must make important decisions when developing an advertising program. Which of the following is NOT one of those decisions?

• evaluating advertising effectiveness

• developing advertising strategy

• setting advertising objectives

• designing products and distribution

• setting the advertising budget

Based on the image, choose the type of advertising execution.

•  testimonial evidence

• slice of life

• fantasy

• scientific evidence

• mood or image

Answer explanation

Mood or image builds a mood or image around the product or service, such as beauty, love, intrigue, serenity, or pride. Few claims are made about the product or service except through suggestion. Humor is also one of them.

Apple used an album by the band U2 to promote the Apple Watch announcement. Which of the following message execution styles is illustrated in this example?

• personality symbol

• musical

• fantasy

• lifestyle

• lice of life

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

• slice of life

• lifestyle

• fantasy

• scientific evidence

• personality symbol

Answer explanation

Lifestyle shows how a product fits in with a particular lifestyle.