Advertising that lets consumers

Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantages is _____ advertising.

Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantages is _____ advertising.

a) repetitive

b) reminder

c) pioneer

d) competitive

e) reinforcement

32. An ad for a multivitamin that claims “We still bring you everything you need to get through your day in one vitamin,” would most likely be considered ______ advertising.

a) reinforcement

b) competitive

c) comparative

d) reminder

e) institutional

33. Reinforcement advertising is primarily targeted at

a) new potential target markets.

b) users of competitors’ brands and products.

c) anyone who uses that type of product.

d) all the stakeholders of an organization.

e) the current users of a particular product.

34. Dial Soap’s advertising slogan “Aren’t you glad you use Dial? Don’t you wish everybody did?” exemplifies the use of ___________ advertising.

a) reinforcement

b) offensive

c) comparative

d) institutional

e) defensive

35. The target audience for an advertising campaign is the

a) information base on which to develop the campaign.

b) geographic distribution of persons.

c) people toward whom the advertisements are directed.

d) overall goal of the advertising campaign.

e) sales objective to be achieved by the campaign.

36. The first stage in the development of any advertising campaign is

a) creating the message.

b) setting the budget.

c) identifying the advertising target audience.

d) defining the advertising objectives.

e) creating the advertising platform.

37. The last stage in the development of any advertising campaign is

a) creating the advertising platform.

b) developing the media plan.

c) creating the advertising message.

d) evaluating the effectiveness of advertising.

e) defining the advertising objectives.

38. After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

a) creating the advertising platform.

b) determining the financial resources available.

c) defining the advertising objectives.

d) developing a media plan.

e) creating an advertising message.

39. After the advertising budget is determined, the next step in creating an advertising campaign is

a) creating the advertising message.

b) creating the advertising platform.

c) evaluating the advertising objectives.

d) executing the campaign.

e) developing the media plan.

40. The step in developing an advertising campaign that directly precedes campaign execution is

a) defining advertising objectives.

b) creating the advertising platform.

c) evaluating advertising effectiveness.

d) developing a media plan.

e) creating the advertising message.

41. Suppose State Farm Insurance stated, “We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year.” This would be considered a(n)

a) target audience goal.

b) advertising platform.

c) percent-of-sales approach.

d) advertising objective.

e) media plan goal.

42. When developing an advertising campaign, benchmarks need to be included in the

a) campaign platform.

b) evaluation of the advertising effectiveness.

c) statement of advertising objectives.

d) media plan.

e) budget.

43. Why should a benchmark statement be included in advertising objectives?

a) Shareholders want to see where a company is in relation to competition.

b) It is useful in determining whether retailers have increased their sales over the year.

c) It gives an indication of how the advertising message is best presented.

d) Without a reference point, it is difficult to determine to what degree objectiv

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