Stark State Advertising Exam 3

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nikkid080
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288514
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Stark State Advertising Exam 3
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2014-11-07 15:19:21
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Advertising
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Exam 2 Advertising
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  1. What is the media plan?
    A written document that summarizes the objectives and strategies pertinent to the placement of a company's advertising messages.
  2. Print media includes all of the following except:

    a) Television
    b) Newspapers
    c) Magazines
    d) Packaging
    Television
  3. Reach, as one of the goals of a
    media plan, consists of:

    a) One person’s impression to be exposed one time to an ad in a broadcast program

    b) The number of times a person is exposed to the advertisement

    c) The percentage of the media audience exposed at least once to the advertiser’s
    message during a specific time frame

    d) Number of copies sold of a print medium
    c) The percentage of the media audience exposed at least once to the advertiser’s message during a specific time frame
  4. The advantages of newspaper
    advertising include all of the following except:

    a) Long life span and uncluttered advertising sections

    b) Geographic flexibility

    c) Interaction of local
    and national campaigns

    d) Broad and diverse range of market coverage
    a) Long life span and uncluttered advertising sections
  5. Explain media vehicle and media
    mix ?
    Basic Media Concepts

    • Media vehicle
    • A specific TV program, newspaper, magazine, or radio station or program

    • Media mix
    • The way various types of media (TV, magazines, radio, internet) are strategically
    • combined in an advertising plan
  6. The dominant form of newspaper
    advertising, which businesses use to advertise products/services, is called:
    Basic Media Concepts

    • Media vehicle
    • A specific TV program, newspaper, magazine, or radio station or program

    • Media mix
    • The way various types of media (TV, magazines, radio, internet) are strategically
    • combined in an advertising plan
  7. The dominant form of newspaper
    advertising, which businesses use to advertise products/services, is called:

    a) Classified ad

    b) Supplement

    c) Rate card       

    d) Display advertising
    d) Display advertising
  8. The type of newspaper ad used to
    sell personal items or advertise jobs is ___

    a) Classified ad

    b) Supplement

    c) Rate card

    d) Display advertising
    • a) Classified ad

  9. What is CPM?
    • Cost per thousand (CPM) –
    • cost of reaching 1,000 members in target audience (Cost of ad/total circulation
    • ad reaches –in thousands)

    CPM is the general measuring stick in ad comparison
  10. What is the three exposure
    concept?
    Three exposure concept

    • Generally takes at least three
    • exposures of an ad before it has impact on consumer

    • Opinions may vary, but this is the
    • most common one

    • Other variables may enter into it
    •  - how well known brand is, purpose of
    • ad, media, product

     - concepts are important because too few ads mean not reaching audience, too many mean waste of $$


  11. What is ROP in print media?
    • Run of Paper (magazines refer to it
    • as run of press) can appear anywhere the publication selects

    • Compared to
    • Preferred position

      - back cover

      - opposite articles

    •   - front section (front page on some
    • newspapers)



    All of this is usually detailed in media kit/rate card along with mechanical requirements
  12. What is an FSI?
    Free standing inserts – Sunday papers

    For Ads and coupons (widely used vehicle to distribute coupons)
  13. Name some advantages to magazine
    advertising
    Target audience

    Audience receptivity

    Long life span (Pass along factor can be 3.5 X)

    Format

    Visual quality

    Bleed - Extending off the page for more visual impact
  14. What are impressions?
    Gross impressions are total number of exposures of an audience to an ad, exclusive of whether they saw ad

    • Total target readership X # of insertions = total gross impressions (generally
    • including pass along numbers for magazines)
  15. What is the most effective and
    direct means for reaching B2B buyers?
    • Business magazines
    • Trade magazines are still the most direct vehicle to reach business buyers


  16. What are the different types of
    media scheduling?
    Media Scheduling: How Often?  Continuity

    Continuous - steady stream throughout year (good if product is bought regularly throughout year)

    • Pulsing - varies amount of advertising based on when product is in demand (e.g.,
    • seasonal product)

    • Flighting - advertising appears in short, intense bursts alternating with periods of
    • little to no activity

    Front loading (scheduling up front)
  17. What is wearout in advertising?
    How long do you run the same ads?

    Duration:

    If the period is too short, the message may not have sufficient impact.

    If the period is too long, the ads may suffer from wearout.

    Wearout – audience is tired of seeing the ads and tunes them out
  18. What is the difference between
    owned, interactive and earned media?
    Owned – Own it, control it (web site, signs, trucks, buildings, salespeople, packaging)

    • Interactive – Consumers can participate
    • (e-mail, twitter, mobile)

    • Earned – Media covers if fitting
    • (publicity, buzz, viral, social media)
  19. What are the advantages of
    Television?
    High reach/high quality

    Pervasiveness (hard to ignore)

    Cost-efficiency (if seen by large numbers)

    Impact
  20. Disadvantages of Television
    High Production costs

    High Media costs

    Clutter

    Wasted reach

    Inflexibility

    Intrusiveness
  21. What are the program options for
    TV?
    Specialty television

    Pay-per-view

    Program syndication - first run or reruns 

    Interactive television

    Digital Video Recorders (big concern since viewers can delay watching or skip ads)
  22. What are  the advantages to radio advertising?
    Well Targeted audience (only one better may be direct mail)

    Low production costs vs. other media

    Affordability

    Frequency (run more due to low cost)

    Flexibility (change easily)

    Intimacy with DJ’s

    Mobile

    Good option for coop advertising (manufacturer shares in costs)
  23. Apple pays to have it’s logo seen on a laptop in a new movie

    What is this called?
    Product Placement

    It is less intrusive than conventional advertising.

    The product is the star.

    Celebrities demonstrate product in natural setting.

    Unexpected; occurs when viewer resistance is down.
  24. What is the most expensive time
    period for a radio ad?
    Dividing the day into segments for listeners

    6 – 10 am  (morning drive – highest audience, thus highest cost)

    10 am – 3 pm  (“housewife)

    3 – 7 pm (evening drive – second highest)

    7 – 12 pm (night)

    12 – 6 am (graveyard)
  25. What are the different types of
    buying for broadcast media?
    Network  Advertising – (distributes to affiliates – good buy for national products)

    Spot Advertising – Spot Buys (buying time from individual station rather than national network)

    Syndicated Advertising (produced locally but picked up by other stations – may also be good buy for national product) Can also include spots in re-run programming
  26. The aperture concept can be
    defined as:

    a) How many different members of a target audience can be exposed to the message in a particular time frame

    b) The placement of the company’s advertising messages

    c) Exposing the target audience to the message at the critical point when they are receptive to it

    d) The process of measuring the target audience against the cost of that audience
    c) Exposing the target audience to the message at the critical point when they are receptive to it
  27. What is alternative media?
    Almost anything, from flyers, store bags, T-shirts, mall ads, airport

    Anything goes, and usually does
  28. How would you describe “guerilla”
    marketing?
    The unusual, the different approach (not easy to define).

    Finding non-traditional ways to get the message to an audience

    Works best for companies on a limited budget

    Viral marketing – create buzz by regular people “spreading” the word about a product, ad, etc. Works well with today’s social network.
  29. What are the advantages of
    internet advertising?
    Relatively inexpensive

    Can also deliver B2B market

    Advertisers can customize and personalize messages

    Can provide sales leads or actual sales

    Can reach audience via blogs

    Is an interactive medium
  30. What are the disadvantages of
    internet advertising?
    Inability of experts to consistently produce effective ads and to measure their effectiveness

    Clutter may even be worse than in other media
  31. What are the major obstacles to
    internet buying?
    • E-Commerce Obstacles
    • (how do you get people to change?)



    Must overcome security issues.

    Must change purchase behavior habits.

    Financial incentive

    Cyberbait (luring them to the site with attractive offer, and it may not always be financial)

    Convenience-based incentive

    Value-added incentive
  32. Explain the multiplier effect?
    Combining media (TV and magazines) can complement each other very well and add to the recall and understanding of the message

    When advertisers use a song in their ad campaign, it allows TV and radio to work well together

    Using a celebrity spokesperson also works well with TV and magazine
  33. What are program sponsorships?
    • On network TV, Advertiser assumes total financial responsibility for producing the
    • program and providing the commercials

    On Public TV, formerly commercial free, now offers program sponsorships

    Reaches an otherwise difficult-to-reach target—the well-educated, affluent household

    No price or quality comparisons, or ask for purchase

    Run only during 2.5-minute program breaks
  34. What are participations?
    • Where advertisers pay for 10, 15,
    • 20, 30, or 60 seconds of commercial time during a program
  35. What are the functions of a
    package?
    Both a container (protects the product) and a communication vehicle

    The last ad a customer sees

    Constant brand reminder once on the shelf

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