Getaheads 7-12 & Quiz 4-7

Your agency has just proposed a direct mail campaign with a CPM of $2,000. What is your cost per person?

$2.00 Cost per 1000 divide

Public Relations offers less credibility than advertising. T/F

False: Public relations offers MORE credibility because people perceive that the advertising message can be manipulated. But if people, such as reporters, are talking about your product, then it must be legitimate.

In direct marketing, the first sale is typically the most profitable. T/F

False: The costs of the first sale are quite high, as you need to send materials to many people.....some of whom are not responsive to purchasing a product directly.

Which of the following is NOT an example of outdoor advertising:

Flyer: it is direct-mail (examples are bulletins, billboards, transit)

Branding as a mechanism for symbolizing products and ideas has existed for....

For centuries

Which of the following is NOT a form of direct-mail advertising?

Google classified ads (direct mail: email, sales letters, self-mailers)

Public relations professionals often produce a wide-range of communications materials for a company. Which of the following is NOT one of these communication materials?

Advertisements: Advertisements are traditionally created by the advertising and/or marketing team but PR and Advertising often work together to execute a campaign.

Which of the following is correct when referring to CPM?

All the above: CPM is the measure of how much money it takes to show an ad to 1,000 people, The "M" in CPM is the Roman numeral for 1,000, Might be $15-$25 for a primetime TV ad.

Event marketing...:

All the above: Includes activities such as concert sponsorships, Can be targeted demographically, May have high per-person costs compared to media buys

IMC involved practices such as:

All the above: advertising, marketing public relations, and sales promotion, starting word of mouth campaigns, creating stockholder reports

Which of the following is a consideration for buying outdoor advertising?

All the above: outdoor has substantial reach in urban areas, but less reach in rural areas, outdoor has high value visual impact, but cannot accommodate complex copy, outdoor advertising delivers high frequency but can be costly

Word-of-mouth advertising...

All the above: takes advantage of existing social networks to distribute marketing messages, is difficult for the advertiser to control, can be measured in part by seeing changes in the number of times bloggers mention a brand

In the Elaboration Likelihood Model, decisions are routed centrally or peripherally. Decisions that are processed centrally are usually evaluated based on superficial attributes, such as the celebrity of the spokesperson of the ad. T/F

False

The buying group of media agencies and media department organizations handles more strategic marketing and media issues --- such as developing the media plan, whereas the planning group handles implementation of the media plan - primarily. T/F

False

The category development index indicates the sales strength of a particular brand in a specific market area. T/F

False

The creative brief is written before the advertising plan has been approved: T/F

False

Ambush marketing, a promotional strategy nonsponsors use to capitalize on the popularity or prestige of an event, is considered a good PR practice. T/F

False: Ambush marketing portrays a false impression but it does not stop agencies from engaging in such practices.

In traditional media, the consumers were also the content creators. T/F

False: One distinction between traditional media and the Internet concerns the relationship between those who create content and those who consume it. Traditional media were content creators while audiences were content consumers.

Which of the following is NOT an Internet advertising pricing method?

Ad impression

One (or more) of the drawbacks of word-of-mouth marketing campaigns is/are:

people may distort your advertising message

The _______________ is legislation that controls outdoor advertising on U.S. interstate highways.

Highway Beautification Act of 1965: It was enacted partly because people were complaining that outdoor advertising was spoiling the environment.

When an advertiser is trying to promote a product that is very similar, or nearly identical to another product, such as salt, they often create _______________ differences to set the product apart.

Induced differences

Assume the manufacturer of Benadryl anti-itching cream advertises on the Internet. To target its advertising , the manufacturer decided to have its banner ads appear when the user typed in "itch", "scratching", "hives", or "mosquitoes" in the search engine. The advertiser would have made a:

Keyword purchase: when an advertiser buys specific keywords that bring up their ads when a user's search request contains those words.

Corporate advertising covers the broad area of nonproduct advertising. Which of the following is NOT part of corporate advertising?

Magazine Advertising: Other types of advertising include advertorials, umbrella advertising, corporate identify advertising and recruitment advertising.

The job of _____________ is to to determine the best combination of media to achieve the marketing campaign objectives.

Media Planner

Advertising reaches us through various channels of communication referred to as:

Medium

Which of the following ARE public relations tools?

News Release, Press Kit, Feature Articles: Other tools include online press rooms, social media, company newsletters and magazines, etc.

When Mary finishes reading her subscriber's copy of "Cookie" magazine, she gives the copy to her sister Cathy. Cathy is part of the magazine's:

Pass-along readership (secondary)

A television commercial is actually put together in its final form during the _____________ phase.

Post-production: finishing phase in commercial production - the period after recording and shooting when a radio or TV commerical is edited and sweetened with music and sound effects.

The overall responsibility of a(n) _________________ is to keep the project moving smoothly and under budget, while maintaining the required level of quality through every step of the production of a commercial or electronic medium.

Producer

A public relations (PR) practitioner who is monitoring a client's publicity, and overseeing the client's crisis communications management, community involvement and assessing what consumers are saying about the company in social media is engaging in what type of PR?

Reputation /Brand Management: One job of a PR professional is to monitor how people are talking about a company and its product(s). If the dialogue is negative, then a PR team will asses why, and implement tactics to correct the problem/negative messaging in the media and social media sphere.

Which of the following traditional management functions is NOT performed by both producers and production managers?

Researching: Production and producers perform the four classic functions of management: planning, organizing, directing and controlling.

Markets can be segmented in many ways. Researchers Stephan and Tannenholz have identified six categories of consumers based on user status. User statuses are categories in which consumers can be placed, which reflect varying degrees of loyalty to certain brands and products. I prefer All Free but I will buy Cheer Free if there is a sale. What type of user am I?

Semisole user

Throughout the history of the United States, the First Amendment has protected advertising from government regulation.

Since the 1970s

What are cookies?

Small pieces of information that are stored in your Web browser when you load certain websites

Which of the following is a type of communication that uses moving titles, a whirling logo and characteristics that were able to morph into one another?

Special effects: unusual effects are unusual visual effects created for commercials

In Piccadilly Square in London, TDK has a giant, elaborate, animated electronic sign that incorporates movements and flashy graphics to gain attention in a high traffic area. This form of outdoor advertising is an example of a(n):

Spectacular

When developing the advertising plan, what type of statement should be developed that provides information about the product or service that will convince the consumer that the key benefit is true.

Support statement

TNT airs shows such as Law & Order, Castle, Bones, Charmed, and Supernatural that originally ran on other networks. As a media buyer, you are considering advertising during one of these shows. What type of TV advertising are you considering?

Syndication

What is the difference between public relations and advertising? (own words)

The biggest difference between public relation and advertising is earned vs paid. Public relations are earned and thus, more credible to consumers. Since advertising is paid media, it is not as credible but is controllable. Public relations is about building relationships between the brand and consumer through communication. Advertising can be through movies, tv, online, radio, print, etc.

A negative of cable television advertising is that cable has low ratings compared to broadcast TV, so advertisers have to buy more spots to reach the same number of people. T/F

True

Cable television networks typically have low ratings compared to broadcast TV. T/F

True

Cinema advertising includes lobby-based videos, sampling, special events and concession-based promotions. T/F

True

It's important to keep in mind that ratings measure the opportunity to see the ad, not the actual viewership of the ad. T/F

True

Reach is the total number of different people or households exposed to an advertising schedule during a given time-frame. For instance, three months. T/F

True

The primary contention of Riess and Riess in "The Fall of Advertising" is that ads are not believable, while public relations has the ability to generate credible communications. T/F

True

Websites use cookies to track where users go and what they do. T/F

True

The most common form of mobile advertising is banner advertising: T/F

True: Also known as WAP or Wireless Access Protocol, Banner) is very similar to online banner advertising. Banner advertising is standardized by the Mobile Marketing Association (MMA), which had guidelines and standards for mobile web advertising.

One of the advantages of using newspapers as the advertising medium of choice is geographic selectivity: T/F

True: Geographic selectivity is an advantage of newspaper advertising (refer to the pros and cons of newspaper advertising).

In cause marketing, a company partners with a non-profit organization to increase the company's sales while raising money and visibility for the organization's cause. T/F

True: In cause marketing, the company typically donates a portion of the proceeds from the sales of certain products to the cause.

In the United Kingdom (UK) if there are enough consumer complaints the advertisement will be banned. In the United States (U.S.), there is no regulation in place to ban an ad; it is up to the company to pull the ad. T/F

True: In the U.S. advertising is protected by the First Amendment. The FTC can issue a "cease and desist" but ads are not banned.

In media buying terms "frequency" is the average number of times a person sees the ad: T/F

True: It is reported as a number

Regulation of outdoor advertising in the U.S. on interstates and other federally subsidized highways is controlled by the Highway Beautification Act of 1965. T/F

True: It was enacted due to consumer complaints that outdoor advertising was spoiling environment.

Ogilvy believed that corporate advertising could achieve four objectives. Which objective would you be achieving if you are trying to become better known by making acquisitions?

making a good impression on the financial community: This mechanism is often used when engaging in investor relations.

Which of the following statements refer to television ratings?

A rating point is equivalent to 1 percent of the potential audience.

There are many types of interactive advertising. Which of the following is NOT a form of interactive advertising?

Billboard advertising: it is a form of out-of-home advertising

For charity groups, marketing is an important part of keeping the groups operating. Programs such as Children's Miracle Network, Save the Children and United Way are all examples of this kind of marketing specialties.

Cause Marketing

The _____________ of a magazine includes all of the people who buy a publication at a newsstand or bookstore and all of the magazine's subscribers.

Circulation

A magazine claims it has a circulation of 100,000 readers in the U.S. and bases its ad rates on this figure. How does the magazine prove its circulation numbers are accurate?

Circulation audit

A package delivery company is in need of seasonal employees (ad is for hiring/job opportunities) and the media buyer has selected newspaper as part of the media mix. What type of ad did the media buyer purchase?

Classified advertising

"Runner's World," "New York magazine," "Better Homes and Gardens," and "Allure" are all examples of ________________ magazines.

Consumer Magazines

Media such as motion pictures, recorded music, premium cable (such as HBO), public TV and public radio are all examples of....

Consumer-paid media

Which of the following is a drawback of a corporate sponsorship?

Cost: Other drawbacks include clutter - think NASCAR - too much competition with multiple sponsors, and evaluating effectiveness can be difficult.

What type of research would measure the target audience's acceptance of different creative ideas at the concept stage?

Creative concept research

This theory states that if you are not a member of the group, what you see is the surface culture. But what is really important in advertising in the deep culture.

Cultural Competence Theory

What are some key characteristics that differentiate direct marketing from most other forms of marketing tools? Give at least two characteristics and discuss how they are different/what role they play. (own words)

Direct marketing is a personal form of marketing where companies interact with consumers in person, on the phone, or through direct messaging. The first characteristic that comes to my head is the annoying quality of direct marketers. They want to make a sell on the spot and can be annoying. Direct marketing may not always reach many customers or people ignore their efforts. It can, however, create a personal and loyal bond from consumer to the company through the direct marketer if done successfully.

During a product launch, discuss how advertising and public relations can work together to make the product launch more successful. (own words)

During a product launch, you want public relations and advertising to work together. Advertising tries to create a message to consumers, but public relations reinforces that messages. When working together, a product launch can be successful. For example, we say examples of products that launched with an advertisement promoting a game at the end. Public relations then works with the game and gets consumers talking about it. Advertising can create a website for a product launch and have public relations create the content for the website.

The acronym IMC refers to:

Integrated Marketing Communication

One of the major trends of this decade, in all fields of marketing communications, is the move toward ___________.

Integrated Marketing Communication (IMC)

Discuss the potential benefits and drawbacks of sponsorships in an IMC plan. Give at least two benefits and two drawbacks. (own words)

Integrated Marketing Communication (IMC) is the seamless consistent communication of a company and has several benefits and drawbacks. Benefits include: developing a good reputation, higher sales (specifically ROI), and increased stock value. This is through having such a high amount of exposure. It does, however, require a lot of time, money, and resources to use effectively. For some consumers, IMC can be too much. It is also very hard for companies to measure the success of Integrated Marketing Communication.

A company is trying to raise funds to develop a new product and is looking for a public relations firm. What type would the company hire?

Investor Relations: Investor Relations firms are designed to work specifically with publicly traded companies and/or companies that are trying to raise investor funds.

If the budget is small and the retailer needs to promote an upcoming sale, it would spend the least amount of money producing a commercial for:

Radio: least expensive because it only deals with the dimension of sound

There are several pros of radio advertising. Which of the below are PROS of radio advertising. Check ALL that apply.

Reach & frequency, cost efficiency

Which of the following is NOT cited as a common budget buster in the production of commercials?

Too few decision makers: There are five problems that commonly break budgets: inadequate planning and lack of preparation, production luxuries, overtime, special equipment, and a complex hierarchy of decision makers and they can stall production progress.

A "share" is a percentage of the overall market for any given product category...as in "Coke has a 50 share of the cola market." T/F

True

Selecting the most appropriate media mix for a campaign requires understanding the unique characteristics of the various media alternatives and determining which media will most effectively reach the target audience. T/F

True: Selecting the most appropriate media mix for an advertising campaign requires two distinct skills: understanding the unique characteristics of the various media alternatives and determining which media will most effectively reach the target audience.

The objective of many direct marketing campaigns is to drive traffic (i.e. people) to a retail location. T/F

True: Some people enjoy the experience of visiting retail stores and shopping.

Big data = what. Small data = why? T/F

True: Su Jung Kim stresses that there must be a good balance between big data and small data, or traditional data (think surveys, focus groups, etc.).

A primary role of public relations is to manage a company's reputation and help build public support for its activities. T/F

True: The book defines PR as the strategic management of the relationships and communications that individuals and organizations have with groups for the purpose of creating goodwill. In Joanna's Schroeder's philosophy, PR helps to increase sales.

Disney movies are an example of socialization: T/F

True: process of inheriting and disseminating norms, customs and ideologies. In the case of Disney, the beautiful women with the perfect and unattainable bodies are always looking for the prince to save them.

This model of branding focuses on creating a "buzz" about the brand that will multiply and spread by word of mouth and influencing leaders and public relations...

Viral branding

Which of the following is a source of Big Data?

Web activities, text data, social network data. Other includes time/location data.

Your goal for the media plan should include:

reach, frequency, circulation, penetration.