1. Give broad classification of advertising according to Area Coverage, Audience, Media and Functions 2. How would you classify different categories of advertising. 3. Write a brief note on (a) Social Advertising (b) Political Advertising (c) Advocacy Advertising (d) Retail Advertising
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- 17. Understanding the advertising response function helps marketers _______. a. multiply returns by constantly increasing the money spent on advertising b. achieve consumer loyalty regardless of the quality of the product or service c. use their advertising budgets wisely to reach their target market d. invest a large amount of money on advertising and promotionAdvertising objectives can be classified by their primary purpose—to inform, persuade, or remind. In a small group, locate one advertisement that primarily informs, one that persuades, and one that reminds. Explain how each ad meets the desired objective.From the perspective of an advertiser for a low-involvement, packaged-goods product such as cereal, compare and contrast the strengths and weaknesses of the two forms of search engine advertising: keyword-matching versus content-targeted advertising.
- Which of the following statements is true of an effective promotional mix? a. It works for all products of a company. b. It does not use advertising. c. It entails indirect, one-way communication. d. It meets the needs of a target market.Why does measuring effectiveness in traditional media advertising focus on exposure of advertising versus its creative content? a. Because content can vary greatly depending on your target audience. b. Content is judged based on its efficiency versus its effectiveness. c. There is no standard for measuring creative content. d. It is typically very difficult to change content once it’s completedMany advertisements were exaggerated claims base assumption or misleading information. Should ads stick to the truth? Should the government prosecute the propagandists and manufacturers for dishonesty and lies? Explain your answer.
- regarding deceptive and morally questionable techniques used in advertising. discuss how you will apply any information in a career contextIn advertising, ______ is the measure of how many times the average person in the target market is exposed to the message. a. media points b. frequency c. impact d. reach What is digital marketing? a. Connecting and communicating directly with targeted consumers using media like TV and radio b. Promoting a business and its products over the internet using tools that drive traffic, leads, and sales c. Using traditional media like magazines to promote products, people, ideas, and activities d. Using the Internet to build premium offers and build and maintain strong local community relationsComparative advertising has been growing in use. With no current legal guidelines, advertisers are left to regulate their ads themselves. Do you favor or oppose comparative advertising? Why? What guidelines would you recommend to minimize comparative ads that may be misleading or overly aggressive?
- True or False 1. Commercial advertising is the communication between a seller and potential buyers that is publicly addressed to a mass audience and is intended to induce several members of this audience to buy the seller’s products. 2. Proletariat according to Marx, is the class that owns the means of production.1. For display advertisements, who are the advertisers, publishers, and the display network? What would be your role as you are trying to sell products from your website and run a display ad campaign? 2. As you are trying to design an effective banner ad for your campaign, what you can do to attract attention, communicate value proposition, and invite action? (section 4 of chapter 7)According to Raymond Williams, the frequent inclusion of quotes from reviews and testimonials from satisfied customers in early ads (which have mostly disappeared from modern ads) suggests that advertising in the past was a. less "materialistic" than advertising today b. equally as "materialistic" as advertising today c. never "materialistic" at all d. more "materialistic" than advertising today