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Chapter 15
Chapter 15
Chapter 15
Chapter 15
Chapter 15
Chapter 15
Chapter 15
Chapter 15
Chapter 15
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Chapter 15

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  • 1. CHAPTER 15 DISCUSSION QUESTIONS1) About how much money was spent in US advertising in 2008?2) Advertising in the US accounts for over what % of worldwidespending?3) The largest share of advertising expenditures in the US goes for what?What is the %?4) What are the 2 basic types of advertising? Explain each.5) What kind of advertising tries to develop primary demand for a productcategory rather than demand for a specific brand?6) What kind of advertising tries to develop selective demand for aspecific brand?7) What kind of advertising means making specific brand comparisons?8) What kind of advertising tries to keep the products name before thepublic?9) What kind of advertising involves producers sharing in the cost of adswith wholesalers or retailers?
  • 2. ADVERTISING FIGURESABOUT HOW MUCH MONEY WAS SPENT IN US ADVERTISING IN 2008? $271 BILLION ADVERTISING IN THE US ACCOUNTS FOR OVER WHAT % OF WORLDWIDE SPENDING? 43% THE MAJOR EXPENSE FOR ADVERTISING EXPENDITURES IS FORMEDIA TIME & SPACE. IN THE US THE LARGEST SHARE OF THIS GOES FOR WHAT? TELEVISION WHAT % GOES FOR TELEVISION? 24%
  • 3. WHAT ARE THE 2 BASIC TYPES OF ADVERTISING? PRODUCT & INSTITUTIONAL PRODUCT ADVERTISING TRIES TO SELL A PRODUCT INSTITUTIONAL ADVERTISINGPROMOTES AN ORGANIZATION’S IMAGE, REPUTATION, OR IDEAS RATHER THAN A SPECIFIC PRODUCT
  • 4. CATEGORIES OF PRODUCT ADVERTISING PIONEERING COMPETITIVE REMINDER
  • 5. WHAT KIND OF ADVERTISING TRIES TO DEVELOP PRIMARY DEMANDFOR A PRODUCT CATEGORY RATHER THAN DEMAND FOR A SPECIFIC BRAND? PIONEERING ADVERTISING
  • 6. WHAT KIND OF ADVERTISING TRIES TO DEVELOP SELECTIVE DEMAND FOR A SPECIFIC PRODUCT? COMPETITIVE ADVERTISING
  • 7. COMPARATIVE ADVERTISINGA TYPE OF COMPETITIVE ADVERTISING THAT MAKES SPECIFIC BRAND COMPARISONS USING ACTUAL PRODUCT NAMES
  • 8. WHAT KIND OF ADVERTISING TRIES TO KEEP THE PRODUCT’S NAME BEFORE THE PUBLIC? REMINDER ADVERTISING
  • 9. WHAT KIND OF ADVERTISING INVOLVES PRODUCERS SHARING IN THE COST OF ADS WITH WHOLESALERS OR RETAILERS? COOPERATIVE ADVERTISING

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