ADV 318J DUDO EXAM 1 | 100% Correct
Answers | Verified | Latest 2024 Version
What is the key challenge for advertising? - To effectively communicate the brand.
True or false: Advertising can be a persuasive message about an idea; advertising isn't only about
products? - True. Advertising can be...
ADV 318J DUDO EXAM 1 | 100% Correct
Answers | Verified | Latest 2024 Version
What is the key challenge for advertising? - ✔✔To effectively communicate the brand.
True or false: Advertising can be a persuasive message about an idea; advertising isn't only about
products? - ✔✔True. Advertising can be for a product, service, person, etc.
What do clients demand for advertising to be considered effective? - ✔✔Clients demand that
advertisements produce demonstrable results. Coolness alone is not a result.
True or false: Advertisements have a single meaning? - ✔✔False. Advertisements do not have a single
meaning because each audience member decides what meaning to take away from an advertisement
based on their life experiences, etc.
Is eliciting a desired meaning for an advertisement easy? - ✔✔No, eliciting a desired meaning for an
advertisement is extremely difficult.
What does the marketing mix consist of (the 4 P's)? - ✔✔Product, Place, Promotion, Price
How do we choose which brands to buy? - ✔✔Advertising can portray quality, social status, and different
traits attached to a product. Advertisers seek to differentiate their brand by highlighting a specific value
of their product.
What is advertising? - ✔✔Advertising is a paid, mass-mediated attempt to persuade.
What is integrated brand promotion (IBP)? - ✔✔Integrated brand promotion is the process of using a
wide range of professional tools that work together to create widespread brand exposure.
What is the difference between an advertisement and an advertising campaign? - ✔✔An advertisement
is a specific message that an organization has created to persuade an audience, while an advertising
campaign is a series of advertisements that communicate a cohesive and integrated theme about a
brand. (Altoids ads)
, What are the five main target audiences? - ✔✔Household consumers, members of business
organizations, members of a trade channel (retailers and wholesalers), professionals (contractors,
teachers), and government officials and employees.
What is global advertising? - ✔✔Global advertising is used worldwide with only minor changes in the
visual and message content. Very few advertisements can be worldwide, but some include Sony, Rolex,
and Singapore Airlines.
What is international advertising? - ✔✔International advertising occurs when firms prepare and place
different advertising in different national markets for the same brand outside of their home markets. An
example would be McDonalds.
What is national advertising? - ✔✔National advertising reaches all geographic regions of a single nation.
(International advertising uses lots of different national advertising techniques). Some examples would
be Coke and Pepsi advertisements all around the US.
What is regional advertising? - ✔✔Regional advertising is carried out by producers, wholesalers,
distributors, and retailers that concentrate their efforts in a large, non-national, geographic region. Some
examples include Albertson's and Kroger.
What is local advertising? - ✔✔Local advertising is directed at an audience in a single trading area (city or
state). Sometime national companies will share advertising costs with local markets in what is called
cooperative advertising. TUMI luggage is an example.
What is brand equity? - ✔✔Brand equity is a set of brand assets linked to a brand, its name, and symbol.
What is market segmentation? - ✔✔Market segmentation is the process of breaking down a large,
widely varied market into submarkets/segments that are more similar in consumer characteristics.
What is differentiation? - ✔✔Differentiation is the process of creating a perceived difference for the
consumer between a brand and its competitors.
What is positioning? - ✔✔Positioning is the process of designing a brand so that it can occupy a distinct
and valued place in the target consumer's mind as opposed to other brands. (Similar to differentiation)
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