Topic set advertising objectives 142 p 363 to be

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Topic: Set Advertising Objectives 142. (p. 363) To be effective, what three qualities does a selling proposition in an advertising campaign need to have? The selling proposition needs to be unique, meaningful, and sustainable. AACSB: Analytic Blooms: Remember Difficulty: 2 Medium Learning Objective: 17-03 Describe the different ways that advertisers appeal to consumers. Topic: Convey the Message 143. (p. 363) Which of the two types of appeals does each of these ads represent? (a) "Be all you can be in the Army" (b) "Enlist in the Army today for $20,000 in educational support."
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The first is an emotional appeal, while the second is an informational appeal. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 17-03 Describe the different ways that advertisers appeal to consumers. Topic: Convey the Message 144. (p. 365) Every day, we can see local car dealerships advertising on television. What are the advantages and disadvantages of television advertising for local car dealerships? The advantages are wide reach and use of visuals. Car dealerships want consumers to see the cars. The disadvantages are high cost, zapping during commercials, and wasted reach if the local station broadcasts well beyond the dealership's target market. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 17-04 Identify the various types of media. Topic: Evaluate and Select Media 145. (p. 366) Tyrone runs a parasailing business in Hilton Head Island, South Carolina. Tyrone closes his business in winter, when the water gets too cold. What type of advertising schedule should Tyrone use? He should use a flighting schedule, advertising heavily during peak season and stopping advertising in winter. AACSB: Analytic Blooms: Apply Difficulty: 2 Medium Learning Objective: 17-04 Identify the various types of media. Topic: Evaluate and Select Media 146. (p. 366) Almost everyone in advertising agencies wants to be part of the creative team, coming up with potentially CLIO award-winning ads. What admonition needs to be considered when creating advertisements? Creativity should not overshadow the message. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 17-01 Describe the steps in designing and executing an advertising campaign. Topic: Create Advertisements 147. (p. 367) Why is tracking the impact of an advertising campaign challenging?
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Many factors other than the advertising campaign could also influence consumers' choices. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 17-01 Describe the steps in designing and executing an advertising campaign. Topic: Assess Impact Using Marketing Metrics 148. (p. 369) Which federal agency is the primary enforcement agency for most mass media advertising? The Federal Trade Commission. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 17-05 Identify agencies that regulate advertising. Topic: Regulatory and Ethical Issues in Advertising 149. (p. 371- 373) Create a sales promotion to promote your university bookstore.
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