Exam 1: Introduction to Advertising

An email advertising campaign from Foxtel to encourage households to click on a link to sign up for cable TV is an example of ________ advertising.

In what year was the ACCC formed?

What is meant by the term 'effective' with respect to advertising?

Hydroplus skincare want to know if their ads work.Which behavioural questions are they likely to ask to measure the effect of their ads on consumers,either buying more of their product/more often or trialling their brand?

The particular group of consumers thought to be potential customers for the goods and services constitutes the target market and the target audience for brand communications.

Advertising begins with the advertiser-the person or organisation using advertising to send out a message about their products.

When at least some consumers consider a product to have a distinct identity from its competitors,it is known as the ________.

Hydroplus is a skincare brand.It has a new product that effectively reduces skin blemishes and has proven more effective in clinical trials than the leading skincare brands.Which approach should they take to their advertising to communicate this superiority?

Why might an advertiser use an in-house agency?

A product can be services and ideas,as well as goods.

Market researchers,artists,writers,songwriters,photographers,directors,producers and printers are all examples of which type of 'key player' in advertising?

Key players that provide specialised services that assist advertisers,advertising agencies and the media in creating and placing ads are known as suppliers.

'I liked the ad,but what was it for?' describes advertising that has failed because of a flaw in the ________ strategy.

Compare and contrast the terms product category and brand,and give examples of each.

In Australia,the new LOHAS market for products ranging from eco-tourism to solar energy panels of some four million adult consumers is valued at ________.

The major types of advertising include brand,retail/local,direct-response,directory,political,business-to-business,institutional,not-for-profit and public service advertising.

The sponsor is identified in an advertising message.

Which of the following is the most important characteristic of an effective ad?

As an integral part of the socioeconomic and cultural systems,advertising contributes to the ________ of the economic system and can help determine the types of goods or services to be offered and ensure their acceptance.

What is the biggest advantage of mass-media advertising?