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study help
business
advertising and promotion

Questions and Answers of Advertising and Promotion

Explain the effect that advertising has on brands, prices, competition, and primary and selective demand. LO.1
What beneficial roles does advertising play in a healthy economy? LO.1
Describe six common criticisms of advertising and discuss how you might refute them. LO.1
Provide examples of actions that advertisers or their agencies might take that would demonstrate social responsibility and ethical behavior. LO.1
Describe an action that has been taken by a government agency to restrict the activities of advertisers. LO.1
What is an example of an Internet-related privacy concern? LO.1
Why do advertisers and ad agencies work so diligently to regulate their own activities? LO.1
What are the four distinct groups that characterize the advertising business and what do they do? LO.1
What is the difference between an advertiser and an advertising agency? LO.1
Almost half of advertising dollars are spent on local advertising. Why is local advertising so important? LO.1
What are the three types of local advertising and what purposes do they serve? LO.1
What factors determine the type of organizational structure that advertisers use? LO.1
What additional challenges are faced by companies that advertise internationally? LO.1
What determines whether a multinational advertiser is a global marketer or not? LO.1
Why do so many advertisers hire ad agencies? LO.1
What are the main types of advertising agencies? LO.1
How does the role of an account planner differ from that of an account executive? LO.1
What do people in an ad agency do? LO.1
How have accountability concerns affected agency compensation? LO.1
What do you think is the best way to compensate an agency? Explain your answer. LO.1
What are the most important things an advertiser should consider when selecting an agency? LO.1
What is the value of discovering the needs and wants that exist in the marketplace? LO.1
In what ways does advertising facilitate exchanges? LO.1
Why do marketers care if customers are satisfied after they buy products? LO.1
What is the marketer’s goal in segmenting markets? LO.1
What characteristics are used in psychographic segmentation? LO.1
Why do marketers aggregate market segments? LO.1
What is the relationship between the target market and the 4Ps? LO.1
How does a product’s stage in the product life cycle affect the way the it’s advertised? LO.1
What are the benefits of a strong brand? LO.1
What is the relationship of advertising and the marketing mix? LO.1
What is meant by noise and how might it affect an advertiser’s efforts? LO.1
What are the key differences between human communication and advertising communication? LO.1
Why do we use perceptual screens to filter the ads to which we are exposed? LO.1
What does the term consumer behavior refer to, and why is it important to advertisers? LO.1
What is the difference between the central route and the peripheral route to persuasion? LO.1
What is the difference between the cognitive theory and the conditioning theory of learning? LO.1
What is the role of involvement in learning and persuasion? LO.1
What are the various approaches that advertisers use to develop brand loyalty among consumers? LO.1
What type of motive is related to being transformed in a sensory, intellectual, or social sense? LO.1
What is a reference group and why is it important? LO.1
What is culture? How does it differ from a subculture? LO.1
Famed account planner Jon Steel has suggested that the account planner serves as the“conscience” of the agency? What do you think he means by this? LO.1
What are some things that might be tested with creative concept research? LO.1
Why do companies pretest their advertising? LO.1
What is the difference between primary and secondary data? LO.1
What is the purpose of a “control group” when conducting research? LO.1
What are some benefits of qualitative research? LO.1
Why would an advertiser use quantitative research? LO.1
What information might be collected when pretesting an advertisement? LO.1
What is the value in knowing if advertising changed a consumer’s attitude? LO.1
Why do researchers “sample” the population? LO.1
Why must questionnaires be pretested? LO.1
What is a marketing plan and why is it a company’s most important document? LO.1
How does the marketing plan affect IMC efforts? LO.1
What is the difference between an objective, a strategy, and a tactic? LO.1
What distinguishes a need-satisfying objective and sales-target objective? LO.1
How can small companies use bottom-up marketing to become big companies? LO.1
What is synergy and how is it created by IMC? LO.1
What factors do Phelps and Nowack suggest have led to the development of IMC? LO.1
What are the four types of brand messages identified by Duncan? LO.1
What are the limits on what advertising can do and how do these affect setting ad objectives? LO.1
What is the advertising pyramid? LO.1
How does setting objectives under an IMC approach differ from that under the advertising pyramid? LO.1
What types of companies tend to use the percentage-of-sales method to set an ad budget?Why? LO.1
How might a packaged-foods manufacturer use the share-of-market/share-of-voice method to introduce a new product? LO.1
What does a copywriter do? What does an art director do? LO.1
Who is ultimately responsible for the creative product? LO.1
What does it mean for advertising to resonate?What causes an ad to resonate? LO.1
In addition to resonance, what other dimension is important for advertising greatness? LO.1
What are the important parts of the creative strategy (or creative brief)? LO.1
What is the message strategy? What are its important parts? LO.1
What is creativity? LO.1
How does advertising help advertisers inform?Persuade? Remind? LO.1
How do different styles of thinking influence the creative process? LO.1
What is the role of the Explorer? The Artist? LO.1
What are blocks to creativity and how can the creative person deal with a block? LO.1
What are the steps of the creative pyramid and what role does creativity play in each? LO.1
What obstacles does the Warrior prepare to do battle with? LO.1
What is a layout? What purposes does it serve in the process of print ad development, approval, and production? LO.1
How does an art director choose from among design formats? LO.1
What is the purpose of the visual in a print ad? LO.1
What are the key format elements in a print ad? LO.1
What are some important types of headlines? LO.1
When would an advertiser use straight-sell copy rather than device copy? LO.1
From the writer’s perspective, what are the important differences between a radio listener and a print ad reader? LO.1
What is the approximate word limit of a 30-second radio ad? LO.1
What are the two columns labeled in a TV script? LO.1
What is a storyboard? LO.1
What is the oldest and simplest radio or TV commercial format? LO.1
What TV format would help present the user rather than the product? LO.1
What should a Web ad designer understand about the medium? LO.1
In what ways are Internet users different from users of traditional media? LO.1
Why do you think media planners and buyers need to be aware of the many creative possibilities offered by magazines? LO.1
If you were the media planner, what magazines would you consider for a Toyota ad? How about a Tide detergent ad? Or a Minolta camera ad?What factors influenced your thinking? LO.1
How does an advertiser know if a magazine doesn’t deliver the circulation that it guarantees?What happens in such cases? LO.1
Why would an advertiser pay a premium to have an ad appear on the back cover of a magazine? LO.1
Why do you suspect spending on print newspaper advertising is declining so dramatically?Where is that ad money going? LO.1
Why might an advertiser print an insert to be delivered with a newspaper rather than just buying a standard page in a newspaper? Why doesn’t the advertiser just mail or deliver the insert
Imagine you are reading a newspaper online.What advertising might appeal to you and possibly get you to purchase something on the spot? LO.1

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