Chapter 7 warm up
____________ helps the marketing team design more effective campaigns by measuring the overall expenditures associated with an advertising program or campaign.
***CPM
***What constitutes a vital element in the design of a quality advertising campaign?
***Effectively mixing advertising media
Components of a media plan include all of the following EXCEPT:
***Messaging strategy development
A media strategy involves _________________ for an advertising and marketing campaign.
***analyzing & choosing media
Marketers recognize that ______________________ for advertisements will be crucial.
***selecting the proper blend of traditional media outlets
There are several issues associated with media selection in international markets. Primary differences contributing to these issues include the nature of the target markets, consumer media preferences, and __________________.
***the processes used to buy media
All of the following describe advertising terms that help the marketing team design effective campaigns EXCEPT:
Cost per social media follower
***_________________ notes that a consumer exhibits selective attention and focuses on personal needs and wants as he or she considers advertisements.
Recency theory
____________________ suggests that the combined impact of using two or more media will be stronger than using either medium alone.
The media multiplier effect
Which of the following is NOT a reason that companies now spend more than half of business advertising dollars on nonbusiness venues?
Trade and business journal readership has significantly declined.
In addition to trade journals, business-to-business advertisers use business magazines because they ____________________.
have highly selective audiences and the ads have longer life spans in print
After the _____________, the media buyer purchases the space and negotiates rates, times, and schedules for the ads.
media are selected
After developing a _________________, other aspects of media selection can proceed.
media strategy
Inserting follow-up video ads into webpages or apps being viewed by individuals who have already watched the ad on television is called ________________.
retargeting
As a company purchases advertising time, space, and prepares advertising campaigns, they carefully attend to cultural and religious attitudes in any given region as well as ________________________.
seek to fully understand the target market
Herbert Krugman suggests that an advertisement can make an impact on an audience regardless of individual needs or wants and developed the __________________.
three-exposure hypothesis
