AACSB Analytic Arens Blooms Understand Difficulty 1 Easy Learning

Aacsb analytic arens blooms understand difficulty 1

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AACSB: Analytic Arens - Chapter 01 #87 Blooms: Understand Difficulty: 1 Easy Learning Objective: 01-05 Discuss how advertising evolved with the history of commerce. Topic: The Evolution of Advertising as an Economic Tool
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88. What was the most important development in the history of advertising? Johannes Gutenberg invented the printing press in Germany. The press was not only the most important development in the history of advertising, and indeed communication, but it also revolutionized the way people lived and worked. AACSB: Analytic Arens - Chapter 01 #88 Blooms: Remember Difficulty: 1 Easy Learning Objective: 01-05 Discuss how advertising evolved with the history of commerce. Topic: The Evolution of Advertising as an Economic Tool 89. What was the role of Francis Ayer in the evolution of advertising? In 1869, Francis Ayer formed an ad agency in Philadelphia. N. W. Ayer & Sons was the first agency to charge a commission based on the "net cost of space" and the first to conduct a formal market survey. AACSB: Analytic Arens - Chapter 01 #89 Blooms: Remember Difficulty: 2 Medium Learning Objective: 01-05 Discuss how advertising evolved with the history of commerce. Topic: The Evolution of Advertising as an Economic Tool 90. What is integrated marketing communications? Integrated marketing communications (IMC) is the coordination and integration of messages from a variety of sources. Marketers today realize that it is no longer possible to reach and effectively persuade their audiences with traditional media alone—television, radio, magazines, newspapers, direct mail, and outdoor. AACSB: Analytic Arens - Chapter 01 #90 Blooms: Understand Difficulty: 1 Easy Learning Objective: 01-01 Define integrated marketing communications. Topic: What is Advertising? 91. Describe how advertising fits into the marketing process. Advertising helps an organization achieve its marketing goals. Marketing functions such as marketing research have an impact on the type of advertising a company employs. Companies and organizations use many different types of advertising, depending on their particular marketing strategy. The marketing strategy will determine who the targets of advertising are, where the advertising should appear, what media should be used and what purposes the advertising should accomplish. AACSB: Analytic Arens - Chapter 01 #91 Blooms: Understand Difficulty: 3 Hard Learning Objective: 01-03 Explain the role advertising plays in business and marketing. Topic: The Role of Advertising in Business
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92. Differentiate between marketing strategy and advertising strategy. Marketing strategy: The statement of how the company is going to accomplish its marketing objectives. The strategy is the total directional thrust of the company, that is, the how-to of the marketing plan, and is determined by the particular blend of the marketing mix elements (the 4 Ps), which the company can control. Advertising strategy: The advertising objective declares what the advertiser wants to achieve with respect to consumer awareness, attitude, and preference; the advertising strategy describes how to get there. Advertising strategy consists of two sub-strategies: the creative strategy and the media strategy.
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