Term
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Definition
| specific tv program, newspaper, magazine, or radio station or program, it's what carries the media |
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Term
| Media Mix in advertising plan |
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Definition
| the way various types of media are strategically combined to create a certain kind of impact |
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Term
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Definition
| refers to the number of times a person is exposed to the advertisement |
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Term
| three ways to classify a newspaper |
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Definition
| classified, display, supplements |
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Term
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Definition
| allows the national advertiser to pay the local rate, an arrangement between the advertiser and the retailer where the retailer buys the ad and the manufacturer pays half or a portion depending upon the amount of space the manufacturer's brand occupies |
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Term
| demographics that read the newspaper |
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Definition
| highest among older people and people with higher education and income level |
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Term
| two main types of audiences that magazines target |
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Definition
| there are two main categories of audiences for magazines, consumer and business, consumer magazines are directed at customers who buy products for personal consumption, while business magazines target business readers |
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Term
| three main types of audiences that magazines target |
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Definition
| there are two main categories of audiences for magazines, consumer and business, consumer magazines are directed at customers who buy products for personal consumption, while business magazines target business readers |
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Term
| advantages of outdoor advertising |
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Definition
| the medium can provide reminders to the target audience and it acts as a primary medium when the board is in close proximity to the product |
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Term
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Definition
| another form that is particularly effective at driving a specific type of consumer responses |
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Term
| media trend of convergence |
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Definition
| convergence involves the digitization of the media, in which all the mass media save and transmit information through the same digital forms, as well as the integration of the media to work through and with each other |
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Term
| steps apple took to announce the iPod and iTunes |
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Definition
| apple used buzz market to achieve brand loyalty, then launched iconic print advertising and posters, apple also used tv campaign including popular brands |
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Term
| job responsibility for media planning |
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Definition
| determine the best way to deliver a message |
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Term
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Definition
| the percentage of the media audience exposed at least once to the advertiser's message during a specific time frame |
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Term
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Definition
| a group of local affiliates connected to one or more national network through telephone wires and satellites |
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Term
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Definition
| an advertiser places an advertisement with an individual station instead of with the entire network, 80% of radio advertisements are made up from spot radio advertisement due to flexibility |
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Term
| What are Day-parts in a radio programming day? |
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Definition
there are five segments that radio programming is divided into throughout the day.
-morning drive time (6-10am)
-mid-day (10am-3pm)
-evening drive time (3-7pm)
-evening (7pm-12am)
-late night (12am-6am)
REMEMBER THIS: most listeners during morning drive time |
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Term
| Ratings in radio measure what? |
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Definition
| the number of homes tuned in, that easy |
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Term
| examples of independent superstations? |
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Definition
| CNN, Disney Channel, ESPN, programs are carried by satellite to cable operators |
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Term
| categories of cable scheduling |
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Definition
network cable scheduling- runs commercials across entire subscriber group at the same time
Local cable scheduling- runs commercials to highly restricted geographical audiences through interconnects |
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Term
| Do national advertisers ever buy local advertising on a city-by-city basis using spot buys? |
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Definition
| sometimes, they do this to align the buy with their product distribution, to "heavy" up a national schedule to meet competitive activities, or to launch a new product in selected cities |
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Term
| what do syndicated programs include |
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Definition
| syndication: had benefited network radio because it offers advertisers a variety of high quality, specialized, and usually original programs |
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Term
| why are DVR's and Tivo a substantial threat to marketers? |
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Definition
| because you can fast forward through those dumb commercials, gotta love new technology |
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Term
| is network considered cost-efficient? |
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Definition
| yes, "network television is an expensive medium, but because of its traditionally high reach to a mass audience, it is considered cost efficient. |
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Term
| what is syndicated radio advertising |
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Definition
| program syndication has benefited network radio because it offers advertisers a variety of high-quality, specialized, and usually original programs. Both networks and private firms offer syndication |
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Term
| what is a network affiliate? |
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Definition
| it has a contractual relationship with the broadcasting company (each network has about 150 affiliates) |
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Term
| public television reaches what types of households? |
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Definition
| it reaches, affluent, well educated households. It also reaches households with children through PBS kids programming |
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Term
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Definition
| a linked system of international computer networks |
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Term
| what is the World Wide Web? |
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Definition
| the information interface that allows people to access the internet through an easy-to-use graphical format |
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Term
| What is the search marketing approach? |
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Definition
| marketing communication strategies designed to aid consumers in their search for information |
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Term
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Definition
| Small ads on other web pages on which people can click to move to the advertised web site (like we have on fresh-university) |
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Term
| Most common formats of internet advertising |
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Definition
| banner ads, skyscrapers (tall skinny ads), pop ups/pop behinds, mini-sites (mini website within a website), superstitials (like tv commercials), email advertising (viral, spam) |
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Term
| Is a major concern for marketers whether or not their audience has access to the internet? |
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Definition
| yes (even though the number of internet users is growing exponentially) |
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Term
| Is internet advertising low cost? |
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Definition
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Term
| Is there a problem with clutter for internet advertising? |
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Definition
| yes just like any other advertising media |
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Term
| Is spamming illegal in the United States? |
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Definition
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Term
| What are new internet practices by marketers to provide a better brand experience? |
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Definition
| Offline advertising for web sites, search marketing, brand experiences on the web, webisodes, the global web of advertising |
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Term
| What applications would you include for an E-business? |
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Definition
| e-business means all the hardware, software, and computer know-how that provides a platform for businesses that use the internet to sell products and manage their business operations, along with their advertising, customer service, personal sales, internal communication to employees, and external communication to outside stakeholders. |
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Term
| Most familiar form of e-business |
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Definition
| companies that sell products online, such as eBay and Amazon.com |
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Term
| why do companies collect consumer information? |
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Definition
| they can see what people are searching for, and advertise accordingly, people of all ages use the internet to search for information, including product information as well as news and references |
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Term
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Definition
| the online face it presents to public |
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Term
| What is non-traditional media? |
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Definition
| new ways to deliver a message such as guerilla marketing, advertainment (advertising and entertainment), video games, mobile marketing, or non-electronic new media. |
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Term
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Definition
| the ideal moment for exposing consumers to an advertising message. |
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Term
| Name sources of information for a media planner |
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Definition
CLIENT INFORMATION- various types of info
MARKET RESEARCH- independently gathered info about markets and product categories.
COMPETITIVE ADVERTISING- use "share of voice" so that you're advertising in the media where your products voice isn't drowned out by competitor's voice.
MEDIA USAGE PROFILES-various media and their respective media vehicle provide info
MEDIA COVERAGE AREA- designated marketing area (DMA) is the market broadcast coverage area for TV is a type of media related info
CONSUMER INFO- consumer research sources |
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Term
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Definition
| one brand's percentage of advertising messages in a medium compared to all messages for that product or service. |
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Term
| Critical elements that media planners must consider in setting specific media objectives? |
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Definition
| client information, market research, media usage profiles, media coverage, area, and consumer information. |
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Term
| what is Brand development index (BDI)? |
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Definition
| a numerical technique used to indicate a brand's sale within a particular market relative to all other markets where the brand is sold |
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Term
| what is more revealing and valuable in reporting repetition? The frequency distribution method or the average frequency method? |
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Definition
| frequency distribution, because average frequency can give the planner a distorted idea of the plan's performance |
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Term
| why do organizations need a variety of ways to get their message out to their customers? |
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Definition
| to reach people not reached by the most important medium, adding exposure in less expensive media, using a medium that has some attractive characteristics that enhance the creative message |
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Term
| what is cost per thousand? |
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Definition
| also known as CPM, it is the cost of exposing each 1,000 members of the target audience to the advertising message |
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Term
| what do media buyers do on behalf of their clients? |
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Definition
| providing information sources for media planners, selecting media vehicles, negotiating costs, monitoring the media choices, evaluating the media choices after the campaign, and handling billing/payment |
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Term
| what is the aperture concept? |
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Definition
| the ideal time/place when prospective customers are most receptive to receiving and paying attention to a brand message (reaching the right people at the right time with the right message) |
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Term
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Definition
| planners seeking to create a synergistic effect between the message delivered in different media. The way radio reinforces and re-creates a message in a listener's mind that was originally delivered by other media, particularly TV |
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Term
| Continuity schedule of pulsing strategy |
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Definition
| an advertising scheduling pattern in which time and space are scheduled on a continuos but uneven basis, lower levels are followed by bursts or peak periods of intensified activity. |
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Term
| what is the creative dimension of effective advertising |
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Definition
| (original, different, novel, unexpected) people must innovate and use ideational thinking and processes in spite of many constraints and political pressure from clients. creative ideas have to be original, attention getting, and memorable. (talking animals on airlines) |
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Term
| strategic dimension of effective advertising |
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Definition
| right for the product and target, meets the advertising objectives, informational message designed to touch the mind and create a response based on logic. use emotional appeal with soft sell |
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Term
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Definition
| to be effective, the idea also must have "impact" which means it makes an impression on the audience |
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Term
| what is a BIG IDEA in advertising strategy |
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Definition
| this idea becomes a point of focus for communicating the message strategy, a theme or central concept, what we call a "big idea" or "creative concept" |
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Term
| Common technique advertisers use to force a creative leap (often called creative risk, ideas that haven't been tested before are a gamble) |
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Definition
ask what if?
an unexpected association, dramatize the obvious, catchy phrasing, an unexpected twist, a play on words, analogy and metaphor, familiar and strange, twisted cliche, or twist the obvious |
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Term
| right-brain thinking technique |
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Definition
| intuitive, holistic, artistic, and emotionally expressive thinking in contrast to left brain thinking. Divergent thinking is used to describe a style of thinking that explores possibilities rather than using rational thinking to arrive at the "right" or logical answer. You have to think about the problem as something that involves a mind shift. (not seeing the obvious) also called " thinking outside the box" |
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Term
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Definition
| uses an informational message that touches the mind and creates a response |
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Term
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Definition
| uses emotional appeals or images to create a response based on attitudes, moods, and feelings (like those sad adopt a puppy commercials) |
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Term
| what comes first when getting "the great idea" |
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Definition
| an idea, then is a thought that comes from placing two previously unrelated concepts together" this idea becomes the big idea |
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Term
| what is vampire advertising |
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Definition
| a particular problem that big ideas face is that the message is sometimes so creative that the ad is remembered but not the product. That's called vampire creativity, and it is one reason some advertisers shy away from really novel or entertaining strategies" |
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Term
| define creative strategy and execution within the context of advertising |
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Definition
| creative strategy is what the ad says and execution is how it is said. |
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Term
| what is copycat advertising? |
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Definition
| using an idea that someone else already had. |
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Term
| tips for creating original ideas |
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Definition
| don't play scared, have fun, play the what if game, set-up and punch line, do not use a computer to create, use the power of play, live big, be smart, the right answer is the wrong answer. |
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Term
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Definition
| try to put your conscious mind to rest to let your subconscious take over. |
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Term
| what does a copywriter do? |
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Definition
| a copy writer comes up with the words that sell, promote, educate, and inform. gifted in the art of writing hard-hitting words. these words sell a lot of products, they also inform and educate |
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Term
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Definition
| a copy is the text of an ad or the words people say in a commercial |
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Term
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Definition
| a sentence or short piece of copy that explains what you are looking at in a photo or illustration. |
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Term
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Definition
| a distinctive catch phrase that serves as a motto for a campaign, brand, or company. It is used across a variety of marketing communication messages and over an extended period of time. |
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Term
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Definition
| this is a line at the end of an ad that encourages people to respond and gives information on how to respond |
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Term
| standard approaches to writing a body copy |
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Definition
STRAIGHTFORWARD: factual copy usually written in the words of an anonymous or unacknowledged source
NARRATIVE: tells a story in first person or third person
DIALOGUE: lets the reader "listen in" on a conversation
EXPLANATION: explains how something works
TRANSLATION: technical information, such as that written for the high-tech and medical industries, which must be defined and translated into understandable language |
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Term
| what makes a copy effective? |
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Definition
| copy should be as simple as possible, write the way your target audience thinks and talks, using direct address. |
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Term
| what are tips for writing effective copy? |
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Definition
| be succinct (small precise expression without wasting words), be single-minded, be specific, get personal, keep a single focus, be conversational, be original, use variety, use imaginative description |
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Term
| most important characteristic for outdoor advertising? |
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Definition
| Brevity (concise and exact use of words in speech) |
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Term
| People acting in a television commercial are known as? |
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Definition
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Term
| what is a split-run test? |
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Definition
| 2 versions of the same ad |
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Term
| what is an assertion headline? |
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Definition
| a headline that states a claim or a promise that will motivate someone to try the product. |
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Term
| focus on effective use of visuals in advertising |
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Definition
| grab attention, stick in memory, cement belief, tell interesting stories, communicate quickly, anchor associations. |
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Term
| where does the power to get attention primarily lay? |
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Definition
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Term
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Definition
| the appearance of the ad's printed matter, in most cases, good typesetting does not call attention to itself because its primary role is functional |
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Term
| key to effective outdoor board? |
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Definition
| dominant visual with minimal copy (words) |
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Term
| what does an art director do? |
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Definition
| the person most responsible for creating visual impact, in charge of the visual look of the message, they made decisions about whether to use art or photography in print or film or animation in tv, and what artistic style to use |
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Term
| what does the art director mean when they use the word "art"? |
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Definition
| usually means photographs and illustrations, each serves different purposes for ads |
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Term
| "less is more" is a basis for what? |
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Definition
| the fewer the elements, the stronger the impact. Meaning the simpler the design the more effective it can be. |
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Term
| what is the problem with using color in newspaper advertising? |
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Definition
| color associations are culturally determined and sometimes are not effective in different cultures. |
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Term
| what technique can be used to imagine that a finished ad might look like? |
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Definition
| visualization, which means they are imagining what the finished ad might look like" |
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Term
| what happens if the navigation of a site is cluttered or unclear? |
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Definition
| eye tracking research has found that if the navigation is cluttered or unclear, viewers will give up and move on to some other site |
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Term
| what is heuristic evaluation? |
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Definition
| heuristic evaluation is a discount usability engineering method for quick, cheap, and easy evaluation of a user interface design |
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Term
| An example of what a medium and vehicle are |
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Definition
| "Newspaper is the MEDIUM and the Wall Street Journal is the VEHICLE" |
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