Advertising (Marketing) 2023 with 100% correct questions and answers

Advertising is a form of communication for marketing and used to encourage, persuade or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. (1) encourage (2) persuade (3) manipulate an audience Advertising is a form of communication for marketing and used to (1), (2) or (3) (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. advertere, to turn the mind toward The word advertising comes form the latin word "______". That means "________________" advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor (AMA) Advertisement means spreading of information promote sales The main purpose of every commercial organization is to promotional activity Any activity towards sales promotion may be called as and advertisement is one of its kind MISSION MESSAGE MEDIA MONEY Measurement Developing the Advertisement (5) MISSION -sales goods -advertising objectives MESSAGE -Message generation -Message evaluation -Message execution MEDIA -Reach, frequency -Major media types -Specific media vehicles -Media timing -Geographical media allocation MONEY -stage of PLC -market share -competition -Advertising frequency Measurement -Communication -Sales impact advertising sales promotion public relations personal selling direct marketing Integrated Marketing Communication (5) Public Relations "Experts redefine hair for Filipina women" Direct Marketing Amway, Tupperware, Eureka Forbes... Personal Selling A salesperson at a counter for Nokia, in a mall Sales Promotion A complimentary air ticket with every credit card ADVERTISING TARGET is the audiences, towards whom the ad targeted. ADVERTISING TARGET Sometimes this target encompasses the entire target market. ADVERTISING TARGET In other cases it includes only a subset of target market. -Preparing ground for new product -Creation of demand -Facing the competition -Creating and enhancing goodwill -Informing the changes to the customers -Neutralizing the competitor's advertisement ADVERTISING OBJECTIVES: (6) ADVERTISING BUDGET It's a component of the total promotion budget, must be allocated among markets, brands & media. ADVERTISING BUDGET Under this system, brands in the introductory stage would receive more funds than those in the maturity stage. -Product life cycle stage -Market share & consumer base -Competition & clutter -Product substutability -Advertising frequency 5 factors considered for setting the budget 1. Selects an appeal 2. Formulates the ad concepts 3. Develops the ad elements 4. Provides technical direction & production ADVERTISING STRATEGY (4) selecting an appeal An appeal is the basic idea the advertiser wants to communicate to the advertising target. Marketing research and creative institution are often combined to come up with an appeal. Formulates the ad concepts Its a method where determine how an appeal is transformed into a message. developing the ad The technical terms for the various parts of an ad vary among media but the parts perform roughly the same function. It must be attract attention & develop interest so the reader will look at the rest of the ad. Providing technical direction Layout basically is print media or location advertising term. It's a actual arrangement of its various parts to form a cohesive unit. Marketers rely on a technical personnel for layout works. -Headline -Illustration -Copy -Signature Parts of a Print Advertisement (4) -illustration should also attract attention, communicative. -copy usually expands on the idea & illustration & provides facts, anticipation. -signature is a trademark/slogan states that who is sending the message. print, broadcast, direct, location. the major type of advertising media are- (4) PRINT MEDIA More information can be communicated more accurately through this. Newspaper can be classified as daily or weekly with local or national distribution. Magazines can also be classified by the target group for which the content is tailored: consumers, business, farmers. Consumer Magazines range from large circulation , general-interest magazines & special interest magazines are Readers digest, Times magazines, India today, Film-fare magazine, Fishing Chimes etc. space advertiser buy ____ in print media time advertiser buy _____ on broadcast media TV Advertisement generally have the greatest impact because they stimulate both sight and hearing & advertiser can show their product in use Location advertising include outdoor & transit advertising Outdoor advertising format range from poster panels to electric spectaculars. Poster panels are permanent structures on which printed paper is glued. Transit advertising firms rent space on bus, cab, subways, & commuter trains. Rates are usually quoted on a monthly basis DIRECT ADVERTISING MEDIA Marketers try to communicate directly with potential customers when they use direct advertising media like Direct mail, mail order, and un-mailed direct media Direct mail & mail order can have a format of any size or shape that is unbound Un-mailed direct includes Leaflets & Booklets that are distributed door-to-door or in parking lots awareness, knowledge, preference Advertiser should try to measure the communication effect of an ad-that is, its potential effect on ________, , ______ or _________- as well as the ad sells effect. Communication effect research seeks to determine whether an ad is communicating effectively. Sales effect research is complex because sales are influenced by many factors beyond advertising, such as features, price & availability, as well as competitors actions. SALES PROMOTION includes activities that seek to directly induced, or indirectly serve as incentives to motivate, a desired response on the part of target customer. Sales Promotion Target the audience to whom a particular sales promotion is directed Sales promotion objectives- are derived from the marketer's overall promotion objectives Sales promotion budget setting the overall promotion budget is to determine the desired mix of advertising & sales promotion sales promotion strategy numerous decisions are necessary in developing a sales promotion strategy. For ex: a company must decide on how much coupon will reduce the retail price of a product. Sales promotion objectives- Sales promotion budget sales promotion strategy Sales promotion method Sales promotion management includes (4) Sales promotion method a company must select the tools develop the program, pretest the program, implement & control it, & evaluate the result.