1. CHAPTER 15 DISCUSSION QUESTIONS
1) About how much money was spent in US advertising in 2008?
2) Advertising in the US accounts for over what % of worldwide
spending?
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 product
category rather than demand for a specific brand?
6) What kind of advertising tries to develop selective demand for a
specific brand?
7) What kind of advertising means making specific brand comparisons?
8) What kind of advertising tries to keep the product's name before the
public?
9) What kind of advertising involves producers sharing in the cost of ads
with wholesalers or retailers?
2. ADVERTISING FIGURES
ABOUT 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 FOR
MEDIA 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 ADVERTISING
PROMOTES AN ORGANIZATION’S IMAGE, REPUTATION, OR IDEAS RATHER
THAN A SPECIFIC PRODUCT
