7/4/25, 9:27
PM
MBA 706 module 5 Exam questions and answers with
complete solutions verified graded a++
Terms in this set (192)
Advertising -primary means to communicate with customers
-conveys information about products, brands, and
positions
Integrated marketing -companies advertise their brands through everything
communications they do
-message should be consistent and complementary
across all media
Importance of advertising -facilitates customers' awareness
-attempts to persuade potential customers that the
brand is superior
-short term: increased brand awareness, change in
consumers attitude
Effects of advertising -long term: firms would like to generate more
sales revenue and more profits from
1/
17
,7/4/25, 9:27
PM
advertising programs
-expected to generate sales but it is hard to prove
Advertising effects are lagged and cumulative
attention, interest, desire, action
-capture attention
Advertising -pique interest
goal models
-make consumer desire the product
(AIDA)
-get consumer to buy
-awareness > knowledge > preference > brand conviction
> purchasing
Other advertising goal
models -awareness > interest > brand evaluation > trial >
adoption
-ad exposure > message received > attitude change >
intent to buy > buy
-cognition: increase awareness and knowledge
Three goals of advertising -affect: enhance attitudes and associations
-behavior: encourage buying
-Introduction: awareness and information
2/
17
, 7/4/25, 9:27
PM
-Growth: enhance positive attitudes
Life cycle stages and -Maturity: remind consumers
advertising goals
-Decline: reductions in ad spending
-source (company) encodes messages (ad)
Classic communication -ad is transmitted
model -receiver (customer) decodes the message
Copy testing makes sure target segment correctly understands the message
-engage the consumers brain
-two types
Cognitive Ads -one-sided argument: focuses on product's benefits
-two-sided argument: gives pros and cons
(usually stand out more and are considered
more objective
Non-comparative ad presents a single brand's features, attributes, image, etc.
Comparative ad presents two or more brands' features,
attributes, image, etc. (ads created by the
smaller company hep the company and the
competitor)
product demonstration shows the product at work (laundry detergent)
3/
17
PM
MBA 706 module 5 Exam questions and answers with
complete solutions verified graded a++
Terms in this set (192)
Advertising -primary means to communicate with customers
-conveys information about products, brands, and
positions
Integrated marketing -companies advertise their brands through everything
communications they do
-message should be consistent and complementary
across all media
Importance of advertising -facilitates customers' awareness
-attempts to persuade potential customers that the
brand is superior
-short term: increased brand awareness, change in
consumers attitude
Effects of advertising -long term: firms would like to generate more
sales revenue and more profits from
1/
17
,7/4/25, 9:27
PM
advertising programs
-expected to generate sales but it is hard to prove
Advertising effects are lagged and cumulative
attention, interest, desire, action
-capture attention
Advertising -pique interest
goal models
-make consumer desire the product
(AIDA)
-get consumer to buy
-awareness > knowledge > preference > brand conviction
> purchasing
Other advertising goal
models -awareness > interest > brand evaluation > trial >
adoption
-ad exposure > message received > attitude change >
intent to buy > buy
-cognition: increase awareness and knowledge
Three goals of advertising -affect: enhance attitudes and associations
-behavior: encourage buying
-Introduction: awareness and information
2/
17
, 7/4/25, 9:27
PM
-Growth: enhance positive attitudes
Life cycle stages and -Maturity: remind consumers
advertising goals
-Decline: reductions in ad spending
-source (company) encodes messages (ad)
Classic communication -ad is transmitted
model -receiver (customer) decodes the message
Copy testing makes sure target segment correctly understands the message
-engage the consumers brain
-two types
Cognitive Ads -one-sided argument: focuses on product's benefits
-two-sided argument: gives pros and cons
(usually stand out more and are considered
more objective
Non-comparative ad presents a single brand's features, attributes, image, etc.
Comparative ad presents two or more brands' features,
attributes, image, etc. (ads created by the
smaller company hep the company and the
competitor)
product demonstration shows the product at work (laundry detergent)
3/
17
