Term
| What's an advantage of using billboards? |
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Definition
- Frequency (you see the message often)
- Good with audiences missed by other media (e.g. young, urban and light readers). |
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Term
| What are some disadvantages of billboards? |
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Definition
- 7-10 word copy limit
- Poor selectivity (hard to target consumers)
- Limited availability
- Bad reputation (seen as blight) |
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Term
| Describe the reputation problems of billboards |
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Definition
- Outdoor ads viewed as a blight
- Banned Alaska, Hawaii, Maine and Vermont
- Commonly used for tobacco and liquor |
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Term
| Describe the standard poster panel type of billboards |
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Definition
| - Standard poster panel: paper glued to surface. (25ft. x 12ft.). *Is mobile; can be moved every 30 days.* Paper only lasts a year. |
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Term
| Describe the junior poster and rotaries types of billboard |
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Definition
| Also known as "8-sheet" poster. 48 ft. by 14 ft. Rotaries: multiple rotating images. |
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Term
| List the types of billboards |
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Definition
| (1) Standard poster panel, (2) junior poster and rotaries, (3) painted bulletin, (4) inflatable, (5) digital, (6) digital ink displays |
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Term
| Describe the Painted bulletin type of billboard |
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Definition
| Paint is applied directly to the metal surface. Very expensive because they're permanent. |
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Term
| Describe the digital ink displays |
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Definition
- Uses charged particles
- Inexpensive way to add motion to billboards |
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Term
| What is "direct response?" |
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Definition
| Any activity whereby you communicate directly with your prospect or customer and he or she responds directly to you? |
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Term
| What are the requirements of direct response? |
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Definition
- An offer
- Sufficient info for consumer to make a decision
- An explicit "call to action."
- Means of response (e.g. multiple options, toll free #) |
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Term
| What are the advantages of direct response? |
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Definition
- Measurable outcomes (e.g. w/ infomercials, usually expect responses within just an hour or a few hours)
- Individualized messages
- Interactive
- Opportunity to ollect consumer data |
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Term
| What are disadvantages of direct response? |
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Definition
- Customer perceives as junk mail
- Privacy issues a concern of public and Congress |
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Term
| Compare the costs of magazine and direct response advertising. |
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Definition
| Magazine ads are cheaper, but better targeting, response rates with direct response. |
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Term
| Common types of direct response |
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Definition
| Direct mail, telemarketing, traditional media |
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Term
| What is outbound direct response? |
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Definition
| Telemarketers who call homes |
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Term
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Definition
| Accumulating a rich, valuable databank about customers. Composed of credit cards, U.S. Census records, UPC scanners and inquiries. Many companies sell and share info. |
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Term
| What contributed to the Internet bust? |
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Definition
| When new media emerge, companies usually apply old models. |
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Term
| Describe the old media model |
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Definition
- Use content as bait to attract an audience
- Expose audience to ads
- Charge advertiser for the oppor. to show message |
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Term
| How does Google's AdSense work? |
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Definition
| Software that displays ads on webpages. |
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Term
| How does Google's AdWords work? |
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Definition
-Advertisers bid on keywords called AdWords.
-AdWords result from searches. |
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