4/9 Class

Question 1

hmk 4 is up

Answer 1

do it

Question 2

promotion

Answer 2

1. advertising - one way paid communication that identifies the sponsor
2. public relations - building good relations through annual reports, blogs, publicity, etc
3. Sales promotion
4. personal selling
5. Assessing Ads - attitudes, memory for content, sales tests

Question 3

aida

Answer 3

attention, interest, desire, action

Question 4

three goals of the promotional mix

Answer 4

inform, persuade, remind

follows the product life cycle

Question 5

promotion product life cycle

Answer 5

intro - inform, educate
growth - stress points of differentiation
maturity - remind oriented
decline - minimal promotion

Question 6

how to develop an ad

Answer 6

1. choose a target
2. define the budget - all you can afford, top down management, % of sales, ROI competitive parity, objective and task(most preferred)
3. Design the Ad
4. Select & Schedule Media

Question 7

personality symbol ads

Answer 7

aflac duck, marlboro cowboy

Question 8

testimonial ads

Answer 8

where the people in the video address the audience

Question 9

fear appeal ads

Answer 9

this is your brain on drugs

Question 10

animatic

Answer 10

low budget cartoon

Question 11

measuring reach

Answer 11

HH tuned to show/total US hh with a tv

Question 12

share

Answer 12

HH tuned to show/US HH with TV on

Question 13

measuring frequency of exposure

Answer 13

calculate the average frequency of exposure

Question 14

GRP

Answer 14

reach X frequency

Question 15

scheduling

Answer 15

continuous, flighting, pulsing