Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
expand_more
expand_more
format_list_bulleted
Concept explainers
Question
Chapter 15, Problem 15.2DQ
Summary Introduction
To discuss: The primary purpose in which advertising objectives are classified with examples.
Advertising is a marketing strategy including remunerating for space to endorse an item, service or cause. The authentic publicity messages are called commercials or advertisements. The objective of promoting is to contact individuals well on the way to be eager to pay for a company’s goods or services and tempt them to purchase.
Expert Solution & Answer
Want to see the full answer?
Check out a sample textbook solution
Students have asked these similar questions
Has TV Advertising Lost Its Power?
Long deemed the most successful marketing medium, television advertising is increasingly criticized for being too expensive and, even worse, no longer as effective as it once was. Critics maintain that consumers tune out too many ads by zipping and zapping and that it is difficult to make a strong impression. The future, claim some, is with online advertising. Supporters of TV advertising disagree, contending that the multisensory impact of TV is unsurpassed and that no other media option offers the same potential impact.
Take a position: TV advertising has faded in importance versus TV advertising is still the most powerful advertising medium.
How did advertising start? Discuss comprehensively.
To provide more delivery service to the consumer market, UPS created UPS stores. According to the AIDA model, to create attention for this more convenient and less expensive way to mail packages through UPS, its marketing department should have relied on which element of the promotional mix?public relationssales promotionevent sponsorshippersonal sellingdirect marketing
Chapter 15 Solutions
Principles Of Marketing
Ch. 15 - Prob. 15.1DQCh. 15 - Prob. 15.2DQCh. 15 - Prob. 15.3DQCh. 15 - Prob. 15.4DQCh. 15 - Prob. 15.5DQCh. 15 - Prob. 15.6CTECh. 15 - Prob. 15.7CTECh. 15 - Prob. 15.8CTECh. 15 - Prob. 15.9ACCh. 15 - Prob. 15.10AC
Ch. 15 - Prob. 15.11ACCh. 15 - Prob. 15.12ACCh. 15 - Prob. 15.13ACCh. 15 - Prob. 15.14ACCh. 15 - Prob. 15.15VCCh. 15 - Prob. 15.16VCCh. 15 - Prob. 15.17VCCh. 15 - Prob. 15.18CCCh. 15 - Prob. 15.19CCCh. 15 - Prob. 15.20CCCh. 15 - Prob. 15.21CCCh. 15 - Prob. 15.22CCCh. 15 - Prob. 15.23MMLCh. 15 - Prob. 15.24MML
Knowledge Booster
Learn more about
Need a deep-dive on the concept behind this application? Look no further. Learn more about this topic, marketing and related others by exploring similar questions and additional content below.Similar questions
- Evaluate the advertising messages of Banyan Tree.How would you improve its advertising strategy?What salws promtion tools can the company use to supplement its advertising efforts?arrow_forwardBest Ad -- Worst Ad Describe your favorite advertisement, and why. Do you think it is effective in getting people to buy this product? Describe an advertisement that you think is bad for whatever reason, and why you think so. Is it offensive? Ineffective? Unethical? Who do you think this ad is aimed at? Why would a company use "bad" advertising? Do people buy the product anyway? Why?arrow_forwardAdvertising is good in terms of ____(1)______, but the downside is ____(2)_______ . 1) generating awareness 2) consumers may be skeptical 1) its extremely low cost 2) its inability to generate awareness 1) targeting channel members 2) its inability to generate awareness 1) generating awareness 2) its extremely low cost 1) being free 2) its inability to generate awarenessarrow_forward
- Chapter 7 describes word-of-mouth (WOM) and buzz marketing. How did STX Entertainment use this type of marketing to capitalize on this legal dispute with Sesame Workshop?arrow_forwardDiscuss the major advertising objectives and describe an advertisement that is attempting to achieve each objective. (AACSB: Written and Oral Communication; Reflective Thinking)arrow_forwardInstructions: Find a print advertisement and answer the questions that follow. 1. What type of advertising is being used? (1 mark) What, in your opinion, is the frequency and durability of the ad? (2 marks) 2. Describe the general mood or feeling of the ad: what emotions does the ad evoke in the viewer? (2 marks) 3. Who do you believe is the intended target market for this ad? Explain why. (2 marks) 4. Describe how colour reinforces the overall message of the ad. (2 marks) 5. What commonly used advertising techniques are present in this ad? Explain how each one is being used. (2 marks)arrow_forward
- Many of Target's competitors are attempting to imitate aspects of its advertising and promotional program. (a) Does this present a threat toTarget? (b) Why or Why not, and howshould Target respond?arrow_forward1. Marketing management must make four important decisions when developing an advertising program. Briefly describe these four decisions. 2. How does online marketing provide flexibility for sellers? 3. How can companies learn about their competitors' strengths and weaknesses?arrow_forwardBy what primary purposes are advertising objectives classified? Explain. Provide two examples of each.arrow_forward
- Course Name: Advertising (Marketing) Write a concise answer between 140 to 150 words for each question. 16. What are some of the cultural variables that marketers must consider in developing advertising and promotionalprograms in a foreign market?17. What are the differences between a retailer's long-term and short-term promotional objectives?18. Outline any three advantages and disadvantages of online advertising.arrow_forwardExplain how Twitter makes money through advertising. Find examples of companies using Twitter as a promotional tool. (AACSB: Written and Oral Communication; Reflective Thinking)arrow_forward4. (a)What are reasons brand managers are allocating more of their marketing communications budgets to sales promotion rather than advertising? Does the increased use of sales promotion undermine brand equity? Explain. (b) What is meant by a sales promotion trap or spiral? What are the options for companies in deciding whether to participate in promotional wars? Explain. (c) Explain the following statement: “overly powerful sales promotions can overshadow the benefits of the brand”arrow_forward
arrow_back_ios
SEE MORE QUESTIONS
arrow_forward_ios
