Chapter 15: Advertising & Public Relations
Terms in this set (10)
The primary purpose of an advertising objective is to _____, persuade, remind
Which type of advertising is heavily used when introducing a new product category?
Which of the following is an example of persuasive advertising?
Changing customer perceptions of product value
Unilever's ad: "Our wide variety of body washes makes Bath & Body Works smell way overpriced", is a perfect example of _____ advertising
Once the marketing management has set the advertising objectives, which is the next task they should perform?
Set advertising budget
When developing an advertising program, message and media decisions are made while:
Developing the advertising strategy
An advertisement that points out the benefits that make the product more desirable or interesting to consumers exhibits which advertising appeal?
Which message execution style shows "typical" people using a particular product in a normal setting?
Slice of life
A Boston Beer Company ad features Jim Koch, who tells about his many years of experience in brewing Samuel Adams beer. This ad uses _____.
In selecting specific media vehicles, media planners should first evaluate the media vehicle's _____.
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