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Ad Exam 4
Ch 7, 10, 11, 12
96
Advertising
Undergraduate 1
04/26/2010

Additional Advertising Flashcards

 


 

Cards

Term
Pros of Newspaper Advertising
Definition

 

  • appeal to upscale audience
  • flexible w/ opportunities for colors, ad spaces, insertion schedules, coups, and selectivity
  • much easier to measure response rates (through coupons and sophisticated tracking techniques)
  • have very high credibility w/ readers --> positive environment for advertisers

 

Term

Cons of Newspaper Advertising

 

Definition

  • 60% of newspapers are ads--> high ratio of ads + less avg reading time = few ads read
  • circulation has decreased drastically (readership has not kept up with population growth)
  • costs have risen sharply

Term
Circulation of Newspapers
Definition
  • poses challenges for newspaper publishers
  • dropping @ about 1% per year
Term
Reasons for Newspaper Circulation Decline
Definition

  • not enough time in single parent, 2 income families to devote to newspaper reading
  • younger demographics do not read the paper/never developed the habit
  • other media has become preferred methods of receiving news and information

Term
Categories of Newspaper Ads
Definition

  • Classified Advertising
  • Display Advertising

Term
Classified Ads (newspaper)
Definition

  • carried in a special section & comprised of variety of ads from a small notice to a large retailer's ad
  • often ignored if not looking for something specific (car, house, job)
  • can carry ads w/ illustration (classified display)
  • most profitable department for newspapers
  • 3 main areas: auto, employment, real estate
  • "want ads"= 35% of ads in newspaper
  • threatened by internet (craigslist)

Term
Display Advertising (Newspaper)
Definition

  • newspaper ads other than text-only ads in classifieds
  • generally larger and include color, photos, and artwork
  1. Local: newspapers leaders in local adv
  2. National: recent newspaper success = increase in nat'l ads (though still relatively small)

Term
Co-Op Advertising (newspaper)
Definition

  • joint promo of a nat'l advertiser (manufacturer) and a local retail outlet on behalf of the manufacturer's product for sale in the retail store
  • placed by local but paid for by national

Term
Standard Advertising Units (newspaper)
Definition

  • SAU
  • allows national advertisers to purchase newspaper advertising in standard units from one paper to another
  • can purchase space in virtually every major US paper and prepare ad that will be accepted by all 
  • Provided by NNN

Term
Newspaper Cost Comparisons 
Definition

  • CPM has 2 advantages:
  1. reflects move to page and fractional page space buys
  2. comparisons among media are more easily calculated using a standard benchmark 

Term
Pros of Magazines
Definition

  • # and range of specialized magazines provide advertisers with an opportunity to reach narrowly targeted audiences that could be hard to reach
  • provide strong visuals to enhance brand awareness, and have ability to deliver memorable messages
  • most offer a regional and/or demographic edition to provide even greater opportunities
  • portable
  • have a long life
  • often passed along to several readers

Term

Cons of Magazine Advertising

 

Definition

  • audience growth has not kept up with increases in ad rates
  • among most expensive per prospect
  • clutter -- many have 50% ad content. Therefore, time spent with a single ad is minimal
  • most have long ad deadlines creating a lack of immediacy in message (long lead time reduces flexibility--especially a problem in the age of internet)
  • rarely does a single magazine reach a mass market

Term
Advertising & Consumer Magazines
Definition

  • began to market when TV was introduced in 50's
  • economic future lies on quality of audience rather than quantity

Term
Changes in the Ways Consumer Magazines Advertise
Definition

  • constantly seeking to even more narrowly define target due to segmented nature of the medium
  • most ad $$ invested in top 2 or 3 leaders in a category which creates a problem for the little guys
  • cost of paper, delivery, and marketing to readers create a profit problem
  • gaining and maintaining readership is hard due to competition

Term
Selectivity in Magazine Advertising
Definition

  • mags cover wide array of topics
  • success stories usually confined to narrow editorial interests
  • selectivity is key in modern ads
  • searching for right editorial content in fragmented market
  • there are few homogenous groups, but many homogenous segments within more general groups
  • valuable teen market hard to reach b/c boys and girls so different and girls read more than boys

Term
Advantage of Mag Ad 1: Does Magazine Advertising Work?
Definition

 

  • yes, over 50% say they plan to take action based on mag exposure

 

Term
Mag Ad Advantage 2: Audience Selectivity
Definition

  • here that mags excel
  • magazine targeted to any market (for almost every demographic/interest group)
  • total readership often secondary considering how mags reach target audiences

Term
Mag Advantage 3: Long Life & Creative Options
Definition

  • Advertisers benefit from ability to have long exposures
  • kept/referred to over time
  • portable
  • long-term medium
  • reference sources
  • wide range of flexible formats
  • well-suited for long copy

Term
Advantages of Magazine Advertising as a National Medium
Definition

  1. Does it work? Yes
  2. Audience Selectivity
  3. Long Life & Creative Options
  4. Availability of Demographic & Geographic Sections
  5. Qualitative Factors & Engagement

Term
Disadvantages of Magazine Advertising as a National Medium
Definition

  1. High Cost
  2. Long Closing Dates

Term
Magazine Advantage 4: Availability of Demographic & Geographic Options
Definition

  • usually offer a regional or demographic breakdown of total circulation
  • special editions called PARTIAL RUNS are common and important

Term
Partial Run (in magazine advertising)
Definition

  • when magazines offer less than their entire circulation to advertisers
  • include demographic, geographic, and split-run editions

 

Term
Disadvantage of Mag Ad 1: High Cost
Definition

  • generally most expensive medium on CPM basis
  • refined audience so advertisers must use several publications to to achieve acceptable REACH levels
  • as # of magazines in media schedule increase, so does the risk of duplicated audience levels (results in unnacceptable overlap of readership)

Term
Disadvantage of Mag Ad 2: Long Closing Dates
Definition

  • due to printing process, must have ads well ahead of time
  • makes magazines inflexible to changing market conditions
  • Closing Dates
  • Fast Close Advertising no the rise

Term
Closing Dates (in magazine advertising)
Definition

  • date when all material must be submitted to a publication

Term
Fast-Close Advertising
Definition

  • some magazines have sought to overcome disadvantage of long closing dates by offering short-notice advertising deadlines, sometimes @ a premium cost
  • allows advertisers to submit ads much closer to publication dates

Term
Magazine Elements
Definition

 

  • how to best serve the advertiser's marketing goals and creative message
  1. Size of Magazine
  2. Position, Color, and Size of Ad
  3. Bleed Pages
  4. Inserts/Mult. Page Units

 

Term
Size of Magazine
Definition

  • page size is the type area, not the size of the actual page
  • must get exact sizes

 

Term
Position, Color, & Size of Magazine Ad
Definition

  • optimum combo must be achieved
  • space sold by full pages or fractions thereof (except in mag classifieds = sold by the line)
  • covers are the most expensive
  • 4 color ads are worth the cost, 2 color ads are not
  • regard right hand pages @ the front as ideal (FFRHPOE)
  • as size of ad increases, growth of audience not proportional
  • large spaces = more creative flexibility
  • large ads have more recall and better suited for long copy

Term
Front Cover of Magazine
Definition

1st Cover 

seldom sold

Term
Inside Cover of Mag
Definition
2nd Cover
Term
Inside of Back Cover of Mag
Definition
3rd Cover
Term
Back Cover
Definition
4th cover
Term
FFRHPOE
Definition

far-forward, right-hand page, opposite editorial

considered prime space for ad in magazine

Term
Bleed Pages (in mag)
Definition

  • common technique 
  • the ad runs all the way to the edge of the page w/ no border
  • leaves no margin
  • used to gain attention and use all available space
  • doesn't appear to be confined
  • usually seen by 10-15% more readers
  • no standard premium charge
  • many publications offer them free as a value-added incentive for advertisers

Term
Inserts & Multiple Page Units (in mags)
Definition

  • most common = facing, 2 page spread
  • automobile advertisers use most frequently
  • spread increases impact of message
  • eliminated any competition for consumer attention
  • cost is main consideration
  • work closely w/ creative team
  • most effective= interesting product + new story to tell+ interested prospect

Term
Limitations of Inserts/Spreads (mags)
Definition

 

  1. advertiser putting disproportionate amount of budget toward this medium, the often suffer a loss of reach and frequency
  2. when they are all over the place, readers take them for granted

 

Term
CPM for Magazines
Definition

  • most expensive CPM of any medium
  • smaller mags have higher CPM
  • Magazine Networks allow several magazines to compete for advertisers by offering lower CPM's

Term
Media Planner 
Definition

Responsible for overall strategy of media plan

§  Supervise all areas of the ad campaign as it relates to the media function

§  Added the role of marketing specialist to their other duties

§  Media planner’s job to anticipate future trends in communications and keep agency management and clients aware of major changes

Term
Media Buyer
Definition

  • execute/monitor media schedule developed by planners
  • select/negotiate specific media placements
  • monitor post placement execution

Term
Creativity in Media Strategy
Definition

Critics demanding more creativity from media planners

Innovative uses of non traditional media

Reebok used foreheads of college students to promote @ Adidas sponsored Boston Marathon—“The pain train is coming”

Term
Engagement
Definition

  • The delivery of attentive consumers from a media vehicle to the advertising
  •  proliferation of new media makes planners more interested in engagement
  •  commonly thought to take into account the ability of an advertising vehicle to deliver a receptive audience to the advertising in it
  • is turning on a prospect to a brand idea enhanced by surrounding context
  • commonality in trends: media execs must be analytical, creative, and strategic in approach to media process

Term
Target Audience
Definition

Foundation of media planning is the ID of prime prospect segments within the audience of various media

 

Aim to find demographic niches and ID consumer needs and product benefits that meet these needs

 

Approach to cost efficiency requires that media planners maximize delivery of prospects as opposed to people or households

 

Term
Most Common Measure of Efficiency
Definition

  • CPM (Cost per Mille)
  • (Ad Cost ×1000) ÷circulation
  • Important only as comparisons with those of other media
  • Weighted CPM

Term
Primary Communication Considerations by Media Planners
Definition

  1. Creative Pre-dispositions of the audience
  2. Qualitative environment for message
  3. Synergistic Effect—combo of media
  4. The Creative Approach

Term
Possible Weighted CPM Adjustments
Definition

  • Probability of exposure to a medium
  • Ad exposure weights to equalize the probability of an ad being seen
  • Communication weights to equalize the probability of an ad message communication
  • Frequency of exposure weights in the same medium

Term
PRIZM
Definition

  • Potential Rating Index by a ZIP Market
  • A method of audience segmentation developed by Claritas, Inc
  • Multivariable approach

Term
Media PLan
Definition

  • Complete analysis and execution of the media component of a campaign
  • Encompasses a number of factors in both marketing strategy and advertising tactics
  • Media planners must be able to use distinctive attributes of each medium
  • Typically includes: Marketing Analysis, Ad Analysis, Media Strategy, Media Scheduling, Justifications & Summary

Term
Media Plan Includes
Definition

  1. Marketing Analysis
  2. Ad Analysis
  3. Media Strategy
  4. Media Scheduling
  5. Justifications & Summary

Term
4 Elements Planner deals w/ in developing primary media schedule
Definition

1. reach

2. frequency

3. continuity

4. budget

Term
Reach
Definition

aka: Coverage

 

number of different people exposed to a single medium or the entire media schedule

represents a non duplicated audience

Term
frequency
Definition

Number of times that each person in the audience is exposed to the media schedule

Term
continuity
Definition

length of time over which a campaign will run or length of time that reach and frequency will be measured

 

important that the continuity over which these elements are measured be clearly stated

Term
budget
Definition

Major constraint of any ad plan

Term
Value of each media vehicle measured n 3 ways
Definition

1. Cost of the vehicle

2. # of target market members or the weighted target market quality of the audience reached by the vehicle

3. Effectiveness of the ad exposures the vehicles deliver

Term

from a practical standpoint, who has control over reach and frequency?

 

Definition

media planner

 

Term
media plan seeking balance between:
Definition
lease expensive media (efficiency) v. those most able to communicate message (effectiveness)
Term
reach tactics
Definition

  • Prime time TV (but very $$$)
  • Daily newspapers
  • Large circulation magazines

Term
frequency tactics
Definition

  • Cable TV: reach same core viewers over and over
  • Special Interest Magazines: same audience over several issues
  • Radio listeners: tend to listen to same stations

Term
motive of determining reach and frequency?
Definition
achieve cost efficiency w/ media dollards
Term
most significant recent changes in media planning
Definition
move from the goal of audience accumulation to a goal of measuring the effectiveness of the audience reached
Term
reason to measure?
Definition
to more precisely gauge the value of a particular prospect, medium, or message to overall advertising effectiveness
Term
media schedule
Definition

  • The detailed plan or calendar showing when ads and commercials will be distributed and is what media vehicles they will appear
  • Calendar or blueprint for the media portion of the campaign
  • Guide for media buyers to execute the media strategy developed by the planner
  • Must offer in specific detail exactly what media will be bought, when they will be purchased, and how much time or space will be used for each advertisement or commercial
  • Ad giants spend millions daily on TV
  • Concern @ all levels of broadcast buys: time availability (especially among networks and major affiliates)
  • Process of broadcast buying has improved w/ introduction of electronic data interchange (EDI—a means of connecting agencies, clients, and media involved in buying process in a paperless system)
  • Significantly reduces errors b decreasing the number of people involved in buying and billing process
  • Companies now offering brokering services b/w advertisers and stations—list inventories of broadcast spots buy also act as central clear house where media buyers can bid on available time

Term
flight schedule
Definition

  • Flight= length of time a broadcaster’s campaign runs
  • Can be days, weeks, or months—but does not refer to a year
  • Flighting schedule alternates periods of activity w/ periods of inactivity

Term
Pros of Outdoor Advertising
Definition

  • provide ad exposure to virtually every person in a geographic market w/ very HIGH FREQUENCY @ a LOW COST
  • 24 hr exposure--great supplement to other media for product identification or brand building
  • use of color and lighting gains immediate attn
  • provide reminders at places close to point of purchase
  • diversified product categories/losing "beer and cigs" image

Term

Cons of Outdoor Advertising

 

Definition

  • can't communicate detailed messages (fast drivers!)
  • copy limited to 7-10 words
  • difficult to measure--comparisons almost impossible
  • attacked as visual pollutant
  • legal restrictions--even banned in some states

Term
OAAA
Definition

  • Outdoor Advertising Associate of America
  • primary trade organization for the industry

Term
TAB
Definition

  • Traffic Audit Bureau for Media Measurement
  • organization designed to investigate how many people pass and may see a given sign to est a method of evaluating traffic in a market

Term
Strategic Uses of Outdoor Advertising
Definition

  1. Specific Marketing Objectives
  2. essentially local
  3. changes making it more likely to be used by national advertisers
  4. supplemental medium in almost every campaign
  5. rarely effective as a stand alone medium
  6. little audience selectivity and little depth of communication
  7. availability issues

Term
Specific Marketing Objective of Outdoor Advertising
Definition

  • quickly builds awareness for new brands
  • reinforces brand ID for established products
  • creates continuity for brand or message by extending basic advertising themes beyond trad'l media
  • offers localized approach for national advertisers
  • available to virtually any ad message or brand w/ multiple formats
  • local support by offering directions to retail outlets
  • serves as point of purchase reminder to customers in shopping proximity
  • can enhance direct response offers by providing web addresses & phone numbers

Term
Changes in Out of Home Industry
Definition

  1. consolidation of ownership
  2. research
  3. increased/improved creative opportunities
  4. terminology

Term
Consolidation of Ownership
Definition

  • today, out of home industry dominated by conglomerates
  • each controls hundreds of sites throughout country
  • position to deal effectively with large national and regional advertisers to gain a larger share of ad budgets

Term
Research
Definition
out of home industry has made major strides in providing meaningful research to prospective advertisers
Term
Media Research
Definition

  • coordinates both primary and secondary research data and functions as a support to media planners
  • gauge and anticipate future media trends
  • estimate likely audience for news magazines or TV shows

Term
Increased and Improved Creative Opportunities (out of home)
Definition

  • qty and quality of out of home options has increased
  • back lit, vinyl, building sized, interactive, digital

Term
Terminology (out of home)
Definition

  • used to be unique and jargon made media buyers uncomfortable
  • made inter-media comparisons difficult
  • adoption of GRP is addressing this issue

Term
Highway Beautification Act of 1965
Definition

 

  • known as "lady bird bill" b/c Mrs. LBJ lobbied for it
  • restricts placement of outdoor signs along interstates 
  • provides stiff penalties for states that fail to control signs w/in 600 feet of interstates
  • federal law that controls signs in non commercial, non industrial areas
  • since passage, # of signs reduced from 1.2M to less than 400K
  • most of remaining signs in commercially zoned areas

 

Term

Exclusionary Zones (outdoor)

 

Definition

industry code of conduct that prohibits the advertisement w/in 500 ft of churches, schools, or hospitals of any products than cannot be used legally by children

 

Term
Forms of Outdoor Advertising
Definition

  1. Posters
  2. Painted Bulletins

Term
Poster Panels
Definition

  • 30 sheet poster most widely used form of outdoor advertising
  • most common type is 2 posters in 1
  • typical highway billboard: bleed and 30 sheet posters
  • buys can be made for a single location or total national coverage
  • primary use is to reach majority of market quickly and cheaply
  • can be used for more target audiences with geo-marketing (like in financial districts)

Term
Poster Panels 2
Definition

  • Standard Poster panel is 12 x 25 ft
  • Today, posters printed on vinyl instead of paper
  • vinyl = more expensive but better suited @ high traffic location for longer contract periods
  • sold on basis of illuminated or non illuminated panels
  • usually 30 day contract w/ discounts if use longer
  • typical poster = 70-80% illuminated (for 24 hr exposure) 
  • major advertisers often request full illuminated posters
  • advertiser provided with number of displays 

 

Term
The Eight Sheet Poster
Definition

  • measure 5x11 ft
  • slightly less than 1/3 the size of 30 sheet posters
  • bought by small local businesses as well as national companies
  • often placed adjacent to point of sale as last contact before purchase decision
  • adds enormous reach + frequency to advertising plans @ modest cost
  • rapidly build brand awareness
  • announce new products and services
  • provide reminder messages about a brand
  • costs are much lower than trad'l billboards (smaller and lower prod costs--CPM 1/2 of 30 sheet posters)
  • zoning regulations more lenient
  • can reach various target audience's w/o expensive waste circulation
  • usually bought to support larger campaign
  • handled by special poster plants but frequently appear w/ 30 sheet poster in a market

Term
Painted Bulletins
Definition

 

  • largest & most prominent type of outdoor ad
  • 2 types: both usually illuminated
  • rotary bulletin 
  • stationary

 

Term
Rotary Bulletin
Definition

  • standardized poster that is 3 times larger than the standard poster and is placed at high traffic locations for max visibility
  • can be moved from site to site
  • approx 4x more expensive than posters
  • embellished
  • usually 1 yr min contract
  • offer advertiser greater impact of painted bulletin w/ more coverage and penetration than a single site
  • moved every 30, 60, or 90 days so that in 12 months everyone will see it

Term
Spectaculars
Definition

  • large, unique displays designed for maximum attention in urban centers
  • may consist of special lighting or other ingenious material and innovations
  • building as canvas
  • very expensive--negotiated on a 1x basis w/ min 1 yr contract (usually)
  • what was once a spectacular may soon become the norm

Term
Wall Mural/Wallscape (form of a spectacular)
Definition

  1. ancient roman paintings gave outdoor adv start
  2. wall murals done right can add sense of urban art to area (but not common/practical)

Term
Elements of Outdoor Advertising
Definition

  1. Outdoor Design
  2. Outdoor Advertising & Digital Technologies

Term
Outdoor Design
Definition

  • among most difficult task for creative team but also very enjoyable
  • Tokyo Adidas human billboard (max creativity w/o space constraints)
  • Copy: no more than 7 words
  • no theme development of copy amplification
  • conciseness = necessity
  • work w/ constraints to provide interesting and motivating messages

Term
Color ( in outdoor)
Definition

  • primary advantage 
  • must be chosen carefully to ensure readability
  • high contrast in both hue & value

Term
Outdoor & Digital Technologies
Definition

  • difficult for clients to visualize creative concepts in realistic environment
  • other mediums can show how an ad will look, but w/ outdoor you really can't tell until it's actually up
  • today can use internet systems that allow advertisers and planners to see how posters will appeal in location by superimposing on board
  • computers help w/ imaging and digital technology on billboards offer changing messages
  • some execs see a day when most high traffic signs will be digital & programmed from a central location

Term
Transit
Definition

  • builds brand awareness 
  • provides reminder to mobile population
  • provides extensive reach & high repetition @ fraction of the cost
  • audiences demonstrate repetitive travel patterns so transit advertising provides high levels of frequency + reach
  • one of the fastest growing segments of outdoor advertising (approx 20% of outdoor revenue)

Term
OAAA defines Transit as...
Definition
"advertising displays affixed to moving vehicles or positioned in common areas of transit stations"
Term
Transit: Exterior Display
Definition

  • provides largest revenue source in transit industry
  • carried on outside of buses, trucks, subways
  • KING SIZE: curb, streetside
  • QUEEN SIZE: just curb
  • full bus (zoo) or subway wrap
  • printed on vinyl and placed in frames or affixed w/ adhesive
  • can choose bus routes to better reach target audience
  • reach both pedestrian and vehicular traffic primarily during daylight

Term
Transit: Interior Displays
Definition

  • car cards
  • come in # of sizes and fitted into racks inside busses, subways, cars, taxis
  • ADVANTAGE: can be seen over long period of time
  • Ideal for building high levels of frequency because commuters use same route daily
  • sometime include cards, tear-off slips (transit + DR)
  • some systems experimenting w/ usage in fleets
  • Milwaukee bus transit system use location based texting services

Term
Airport Displays
Definition

  • back lit panels, courtesy phones, wall wraps, baggage carousels, baggage carts, airport bus shelters, and kiosks (terminals, gates)
  • intended to reach pedestrian traffic in captive environment
  • ability to generate significant audience levels and reach upscale audience has resulted in # of advertisers moving into the medium

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