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CSUF MKTG 351 CHAPTER 17 PRACTICE| 57 QUESTIONS AND ANSWERS.
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CSUF MKTG 351 CHAPTER 17 PRACTICE| 57 QUESTIONS AND ANSWERS.
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CSUF: MKTG 351 CHAPTER 17PRACTICE 57 QUESTIONS AND
ANSWERS
What is advertising? - answer -a popular form of promotion
Why do new brands w/small market share tend to spend more for advertising and sales
promotion? - answer -a certain minimum level of exposure is needed to measurably affect
purchase habits
-after certain level of spending, diminishing returns set in
Define advertising response function. - answer spending for advertising and sales promotion
increases sales or market share, up to a certain level, but then produces diminishing returens
What are the effects of advertising on consumers? - answer -informs people about products and
services and influences their attitudes, beliefs, and ultimately their purchases
-may succeed in transforming a person's negative attitude into a positive one
-reinforces positive attitudes towards a brand
What are the major types of advertising? - answer -institutional advertising
-product advertising
Define institutional advertising. - answer the goal of the promotion plan is to improve the image
of the company
Define product advertising. - answer advertiser wants to enhance the sales of a specific good or
service
, What are the major functions of institutional advertising? - answer -designed to establish,
change, or promote the corporation's identity as a whole
-used to advocate or express their views on controversial issues
What are the major functions of product advertising? - answer -promotes the benefits of a
specific good/service
-product's life cycle determines which type of advertising is used
What type(s) advertising fall under product advertising? - answer -pioneering advertising
-competitive advertising
-comparative advertising
What type(s) of advertising fall under institutional advertising? - answer -advocacy advertising
Define advocacy advertising. - answer used to safeguard against negative consumer attitudes
and to enhance the company's credibility among consumers who already favor its positon
Define pioneering advertising. - answer intended to stimulate primary demand for a new
product or product category
Define competitive advertising. - answer used to influence demand for a specific brand
Define comparative advertising. - answer directly or indirectly compares 2+ competing brands
on one or more specific attributes
Define advertising campaign. - answer a series of related advertisements focusing on a common
theme, slogan, and set of advertising appeals
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