Test #2: Questions and Answers

*Chapter 4*
Q1: How do communication and marketing objectives differ?
A: Communication objectives are the objectives for advertising and promotion.
Q2: What is market segmentation?
A: The process of identifying certain purchasing groups based on their needs, attitudes, and interests.

*Chapter 5*
Q1: What type of research does anthropology, sociology and psychology fall under?
A: Qualitative
Q2: What are the goals of advertising?
A: Build brand image, Inform, Persuade, encourage action, and support other marketing efforts.

*Chapter 6*
Q1: What type of appeal would a home security system fall under?
A: Fear
Q2: What structure of advertisement is buy now and tell your friends to visit our store?
A: Action to take

*Chapter 7*
Q1: What are the three message strategies:
A: cognitive, affective and conative
Q2: Which executional framework goes beyond reality
A: Fantasy