Marketing Chapter 17-18 ReCap

The most visible form of marketing communications is

• Personal Selling
• Advertising
• Sales Promotion
• Public Relations

Any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium.

• Static
• Distortion
• Clarity
• Noise

Informative Advertising

• Informative advertising focuses on ignoring consumers about a product or service rather than persuading them to buy.
• Informative advertising pushes the consumer through the buying cycle to a purchase.

• Informative advertising focuses on confusing consumers about a product or service rather than persuading them to buy.
• Informative advertising focuses on entertaining consumers about a product or service rather than persuading them to buy.

Senders adjust messages according to the medium and receivers’ traits.

• TRUE

• FALSE

Persuasive Advertising

• Persuasive advertising does not attempt to influence consumer behavior.
• Persuasive advertising aims to confuse consumers with contradictory information.
• Persuasive advertising generally occurs in the growth and early maturity stages of the PLC when competition is most intense.

  .

• Persuasive advertising focuses on logical reasoning and facts.

The AIDA Model

• Awareness, Interest, Desire, Action

• Awareness, Interest, Decision, Action
• Attention, Involvement, Determination, Achievement
• Acquisition, Interest, Demand, Activity

Under Federal Communication Commission rules, broadcasters must devote a specific amount of free airtime to ___________

• Weather updates
• Infomercials
• PSAs
• TV shows

As consumers are becoming more skeptical about marketing, Public Relations is becoming more important

• TRUE

• FALSE

A push strategy is a strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign.

• TRUE

• FALSE

Top-of-mind awareness is an awareness metric that occurs when consumers recognize a name (e.g., of a brand) that has been presented to them

• TRUE

• FALSE