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16 Cards in this Set
- Front
- Back
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The stage of the product life cycle is that appropriate for the use of info advertising to stimulate initial demand is: |
introductory stage |
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The form of advertising most commonly used in the later part of the maturity stage and throughout the decline stage of the product life cycle is: |
reminder advertising |
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What is co-op advertising? |
when a retailer shares advertising costs with a manufacturer or wholesaler |
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What is interactive advertising? |
two-way promotional msgs that induce customers to participate actively in the promotional effort |
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Advertising works because of the sign system. By juxtaposing the celebrity with the brand together...Halle Barry is the _____ that represents "beautiful" and "glamorous", ________ |
signifier, signified |
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What is not a component of print advertising? |
storyboard |
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The advertising of Census Bureau which attempted to encourage people to fill in 2010 census is a form of institutional advertising, using _____ appeal |
environmental conscious |
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When buffering advertises that it contains more pain reliever than aspirin or tylenol, and it is clinically proven to be 50 % more effective that its competitors, it is using.. |
comparative advertising with scientific execution |
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Coke, Diet Coke, Pepsi, and Diet Pepsi produce MTV's using nearly three dozen movie stars, athletes, musicians, and television personalities as spokes people in their effort to increase cola sales. This is called: |
celebrity advertising with admiration appeal |
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Which advertising media has the broadest coverage and therefore the lowest cost per contact? |
Television |
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What is the advertising medium that offers the highest level of personalization in reaching specific target customers? |
Direct Mail |
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What type of advertising is usually locally placed? |
Radio |
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What is unaided recall when evaluating advertising? |
whether a person remembers seeing an ad without given the name of the brand |
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JC Penny pulled the controversial "attitude adjustment" campaign...in order to pacify the angry viewers of the advertising, JCPenny's _______ also apologized in the media for having a too fashion-forward msg. |
public relations manager |
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Exaggerating a product's benefits in advertising is called: |
puffery |
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What is NOT the reason why sponsorships have grown in popularity in the last ten years? |
costs of advertising are increasing exponentially |
