Question 1: Explain the difference between advertising and publicity when both appear in television.
Advertising must normally be bought by a company, but publicity is not normally paid for by a company to reserve space in the mass media.
Question 2: Explain the differences between a push strategy and a pull strategy.
Push strategy directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, whereas the pull strategy directs the promotional mix at ultimate consumers to encourage then to ask the retailer for the product.
Question 3: Explain how the promotional tools used by an airline would differ if the audience were (a) consumers who travel for pleasure and (b) corporate travel departments that select airlines to be used by company employees.
(a) Airlines would use more advertising and personal selling for consumers that travel for pleasure because they want to persuade a select audience to fly with them as well as be credible in the consumers’ mind for future travels (b) Direct market would be geared towards corporate travel for employees because airlines want to create a relationship between the company’s employees to get them to fly as much as possible for business and personal uses in order to maintain the contractual amount that was establish with the use of their airlines.
Question 4: What is a potential shortcoming of using a celebrity spokesperson?
In this particular form of advertising, the image of that celebrity may change and become inconsistent or discredit the actual company or brand.
Question 5: Why has the Internet become a popular advertising medium?
There are audio and video capabilities as well as the notion that sound, movement and visual images may attract attention to viewers. There are millions of people on the internet everyday, therefore when these people were not watching television, advertising was lost until advertising over the internet came to hand.
Question 6: Explain the difference between pretesting and post-testing an advertising copy.
Pretesting is conducted before the initial advertisement is expelled into the medium for alternative version of the advertisement, whereas post-testing is done after the advertisement is aired into the mass medium in order to determine if its intended purpose was accomplished.
Kotler, Philip and Armstrong, Gary. Principles of Marketing: The Prentice Hall Series. Pearson Education, Inc. NJ, 2006.