PBMF: 12.2 Advertising

What is an advertising campaign?

• A single advertisement

• A coordinated series of linked ads with a single idea or theme

• A random collection of ads

• A one-time promotional event

What is the main purpose of advertising?

• To entertain viewers

• To persuade receivers to buy a product or accept an idea

• To confuse customers

• To create art

What can advertising also do besides persuading?

• Inform customers about goods and services

• Make products more expensive

• Decrease product quality

• Limit customer choices

What might influence the choice of media for advertising?

• The weather

• The product and the target market

• The time of day

• The color of the advertisement

What is the first step in creating an advertising campaign?

• Identify the target audience

• Establish goals

• Establish the budget

• Create the message

Which step involves determining who the advertisement is aimed at?

• Set campaign goals

• Establish the budget

• Identify the target audience

• Analyze the results

What is the final step in the process of creating an advertising campaign?

• Establish the metrics

• Analyze the results

• Select the media

• Create the message

What should the goals for an advertising campaign be?

• Vague and broad

• Specific and measurable

• Undefined and random

• Flexible and changeable

What is the purpose of identifying the target audience in an advertising campaign?

• To determine the budget for the campaign

• To decide the color scheme of the advertisement

• To help determine the message and appropriate media

• To select the brand ambassador

Where should the unique selling proposition (USP) be in a campaign?

• At the heart of the campaign

• At the end of the campaign

• In the footnotes of the campaign

• In the introduction of the campaign