1. Describe the major types of advertising, and discuss how they differ.
ANSWER: Advertising can be classified as institutional or product advertising.
... [Show More] Institutional
advertising promotes organizational images, ideas, and political issues. It can be
used to create or maintain an organizational image. Institutional advertisements
may deal with broad image issues, such as organizational strengths or the
friendliness of employees. They may also aim to create a more favorable view of
the organization in the eyes of noncustomer groups, such as shareholders,
consumer advocacy groups, potential shareholders, or the general public. When a
company promotes its position on a public issue, institutional advertising is
referred to as advocacy advertising.
There are two types of product advertising: pioneer and competitive. Pioneer
advertising focuses on stimulating demand for a product category by informing
potential customers about the product’s features, uses, and benefits. Competitive
advertising attempts to stimulate demand for a specific brand by promoting the
brand’s features, uses, and advantages, sometimes through indirect or direct
comparisons with competing brands.
Other forms of competitive advertising include reminder and reinforcement
advertising. Reminder advertising tells customers that an established brand is still
around and still offers certain characteristics, uses, and advantages. Reinforcement
advertising assures current users that they have made the right brand choice and
tells them how to get the most satisfaction from that brand.
POINTS: 1
DIFFICULTY
:
Easy
LEARNING O
BJECTIVES:
MARK.PRID.16.17.01 - LO: 17-01
NATIONAL S
TANDARDS:
United States - BUSPROG: Analytic
STATE STAN
DARDS:
United States - AK - DISC: Strategy
TOPICS: A-Head: The Nature And Types Of Advertising
KEYWORDS: Bloom's: Knowledge
2. What are the important issues to consider when developing advertising objectives?
ANSWER: Advertising objectives guide campaign development, and therefore advertisers
should define objectives carefully. Advertising objectives should be stated clearly,
precisely, and in measurable terms. Precision and measurability allow advertisers
to evaluate advertising success at the end of the campaign in terms of whether
objectives have been met. To provide precision and measurability, advertising
objectives should contain benchmarks and indicate how far the advertiser wishes
to move from these standards. If the goal is to increase sales, the advertiser should
state the current sales level (the benchmark) and the amount of sales increase
sought through advertising. An advertising objective should also specify a time
frame so that advertisers know exactly how long they have to accomplish the
objective.
POINTS: 1
DIFFICULTY
:
Moderate
LEARNING O
BJECTIVES:
MARK.PRID.16.17.02 - LO: 17-02
NATIONAL S
TANDARDS:
United States - BUSPROG: Analytic
STATE STAN United States - AK - DISC: Strategy
DARDS:
TOPICS: A-Head: Developing An Advertising Campaign
KEYWORDS: Bloom's: Knowledge
3. What are the major differences between sales-based and communications-based advertising objectives?
ANSWER: If an advertiser defines objectives on the basis of sales, the objectives focus on
increasing absolute dollar sales or unit sales, increasing sales by a certain
percentage, or increasing the firm’s market share. Even though an advertiser’s
long-run goal is to increase sales, not all campaigns are designed to produce
immediate sales. Some campaigns aim to increase product or brand awareness,
make consumers’ attitudes more favorable, heighten consumers’ knowledge of
product features, or create awareness of positive, healthy consumer behavior, such
as nonsmoking. If the goal is to increase product awareness, the objectives are
stated in terms of communication. A specific communication objective might be to
increase new product feature awareness, such as increased travel point rewards on
a credit card from 0 to 40 percent in the target audience by the end of six months.
POINTS: 1
DIFFICULTY
:
Moderate
LEARNING O
BJECTIVES:
MARK.PRID.16.17.02 - LO: 17-02
NATIONAL S
TANDARDS:
United States - BUSPROG: Analytic
STATE STAN
DARDS:
United States - AK - DISC: Strategy
TOPICS: A-Head: Developing An Advertising Campaign
KEYWORDS: Bloom's: Knowledge
4. What is an advertising platform? What is the best way to develop a platform?
ANSWER: An advertising platform consists of the basic issues or selling points that an
advertiser wishes to include in the advertising campaign. A single advertisement in
an advertising campaign may contain one or several issues from the platform.
Although the platform sets forth the basic issues, it does not indicate how to
present them.
An advertising platform should consist of issues important to customers. One of
the best ways to determine those issues is to survey customers about what they
consider most important in the selection and use of the product involved. Selling
features must not only be important to customers, they should also be strongly
competitive features of the advertised brand. Research is the most effective
method for determining what issues to include in an advertising platform, but
customer research can be expensive.
Because the advertising platform is a base on which to build the advertising
message, marketers should analyze this stage carefully. It has been found that, if
the message is viewed as useful, it will create greater brand trust. Campaigns will
ultimately fail if the advertisements communicate information that consumers do
not deem important when selecting and using the [Show Less]