ADV3008 Exam 2
According to the DAGMAR system, what do good objectives achieve?
- They specify an audience. - They have clearly defined outcomes.
What are the advantages to using magazine advertising as a media vehicle?
- audience interest - local targeting - various ad sizes
Which terms are used by media buyers when categorizing magazines?
- content - geography - size
What information is included in a rate card?
- mechanical requirements - ad closing dates
The distribution objectives are directly related to _____
- message weight - reach - frequency - continuity
What are the two types of media objectives?
- message-distribution objectives - audience objectives
What are the four most common types of survey questions?
- open ended - scale - multiple choice - dichotomus
What are major limitations of newspaper advertising?
- poor production quality - too much clutter - lack of selectivity
what does the print production process include
- printing and distribution - prepress - preproduction
what are the elements of the creative mix?
- product concept - target audience - communication media - creative message
Which of the following are important to media buyers when they are purchasing ad space?
- readership - deadlines - cost
What are the advantages to using outdoor advertising as a media vehicle?
- simple message - larger than life - local targeting
A newspaper's total circulation includes?
- subscribers - secondary readers - newsstand buyers
What does the media planner decide when scheduling media?
- the amount of space to buy - the time frame for the ad - the number of time units to buy
Who are involved in assembling the commercial during the postproduction phase?
- the director - the sound mixer - the film editor
When the brand manager first reviews the marketing plan, what is the manager looking for?
- to understand where the company is going - to understand the role of IMC in the marketing mix - to understand how the company is going to get where it needs to be
What types of information are important to advertisers?
- where their customers spend money - who their customers are - what their customers like
rate card
A printed information form listing a publication's advertising rates, mechanical and copy requirements, advertising deadlines, and other information the advertiser needs to know before placing an order
closing date
A publication's final deadline for supplying printing material for an advertisement
blinking
A scheduling technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads
flat rate
A standard newspaper advertising rate with no discount allowance for large or repeated space buys
national rep system
A system in which individuals act as sales and service representatives for a number of stations
total audience plan
A type of rate plan that guarantees an advertiser a certain percentage of spots in the better dayparts
reading notice
A variation of a display ad designed to look like editorial matter
classified display ads
Ads that run in the classified section of the newspaper but have larger-size type, photos, art borders, abundant white space, and sometimes color
IMC message
An element of the creative mix comprising what the company plans to say in its advertisements and how it plans to say it—verbally or nonverbally
communications media
An element of the creative mix, comprising the various methods or vehicles that will be used to transmit the advertiser's message
the _____ _______ is the natural outgrowth of the marketing plan.
IMC plan
To seek information about the product concept, the target audience, the communication media, and the creative message, companies use which type of research?
IMC strategy
What blends the elements of the creative mix?
IMC strategy
What is used to assist in the selection of target markets, messages, or media?
IMC strategy research
distribution objectives
In a media plan where, when, and how often advertising should appear
How does television act as a medium to impart brand meaning?
It does this by delivering a creative big idea to the audience
Which of the following is an advantage of the "direct-from-the-factory" approach of syndication?
It gives local TV stations more say in their programming
What is a disadvantage of using radio advertising?
It has a long lead time required to book time
What is an advantage of using radio advertising?
It has a low effective net cost per station.
What is a disadvantage of broadcast TV advertising?
It has become less cost-effective due to audience fragmentation
Which of the following is a disadvantage of participation-basis advertising?
It has long lead times
What is the advantage of using media-buying software?
It improves the media buyers' control over the placement of ads
What is true of an IMC message?
It is a combination of copy, art, and production elements.
what is an advantage of newspaper advertising?
It is a mass medium of advertising
How is secondary readership estimated?
It is estimated through market research
what is an an advantage of advertising in a magazine?
It offers more permanency or shelf life
what is a true statement regarding satellite radio?
It requires audience members to pay a monthly subscription fee
What is unique about a studio lot?
Its outside area is shielded from off-site sounds
which type of car is not a primary competitor for the Hyundai Sonata?
Jeep Cherokee
cognitive involvement and affective involvement are the dimensions of the __________ grid
Kim-Lord
mechanics
One of the five Ms of the media mix; dealing creatively with the available advertising media options
media buyer
Person responsible for negotiating and contracting the purchase of advertisement space and time in various media
What are newspapers doing to regain their declining national advertising?
Providing discount rates for national clients
What is a reason radio is considered as an active medium?
Radio enables people to call in, make requests, and participate in contests
Gross rating points (GRPs) = ____
Reach × Frequency
bursting
Running the same commercial every half hour on the same network during prime time
How does television act as a good leverage tool for advertisers?
TV commercials get people responding to the message, then advertisers can follow up through cheaper mediums
What are AM stations doing to counteract the advantages of the FM band?
The AM band is concentrating on news and talk shows that don't rely on sound quality
off-network syndication
The availability of programs that originally appeared on networks to individual stations for rebroadcast
average quarter hour audience
The average number of people listening to a specific station for at least five minutes during a 15-minute period of any given daypart
participation basis
The basis on which most network television advertising is sold, with advertisers buying 30- or 60-second segments within the program. This allows the advertiser to spread out the budget and makes it easier to get in and out of a program without a long-term commitment
bottom-up marketing
a company focuses on a tactic first and then develops that tactic into a strategy
attention value
a consideration in selecting media based on the degree of attention paid to ads in particular media by those exposed to them
advertising rates
a key item listed in the newspaper rate card
Which of the following is a benefit provided by satellite radio that is not available to terrestrial radio listeners?
a large number of program choices
frequency
a measure of impact
reach
a measure of spread
sequence the process of recording and controlling music for a TV commercial
a microphone captures sound, recorders transfer the sound, sound is stored in a medium
When a publisher fails to reach its delivered figure, what is it required to provide?
a refund
supply-chain multiplication
a system used by national reps of broadcast stations to deal with multiple stations
What does the last phase of print production involve?
actual printing and proofing
imagery transfer
When advertisers run a schedule on TV and then convert the audio portion to radio commercials, fully 75 percent of consumers replay the video in their minds when they hear the radio spot
Higher national rates in newspapers are attributed to?
added costs of servicing national advertisers
effectiveness should relate to _____
advertising message exposure
In a television commercial, the responsibility for completing the job on time and within budget lies with the
agency producer
tabloid
(no fold) very colorful, enjoy gossip/scandals, more fun. ex:) New York Post
Standard or broadsheet
(would be folded, crested in a vending machine) ex:) washington post
In print media, where are display advertisements commonly found?
all sections of the newspaper
One of the advantages of cable TV advertising is that it:
allows narrowcasting
what are standard types of cameras used for making TV commercials?
- 35-mm film - digital - 75-mm film
display ads
- All sizes, every page, 87% is local - National advertisers charged 60% more
insert ads
- Designed by advertiser, carried by paper - Printed on glossy paper - Inserted into the newspaper, you just include it in delivery
Emphasize reach when:
- High familiarity with product - Large numbers must respond
Why is radio a good advertising medium?
- It is cost-effective - It reaches a wide audience
classified ads
- Little text ads that anyone can purchase - Very important source of income but been devastated due to like craigslist, ebay, etc
Evaluative research
- Problem: did we succeed? Do the ads work? - Data: quantitative
synergy
an effect achieved when the sum of the parts is greater than that expected from simply adding together the individual components
IMC is used as ______
an investment in a product or brand
What is the final step in the process of collecting primary data?
analysis
In the preproduction phase, the producer of a video spot must first ______ in order to minimize costs for the advertisers
analyze production techniques
Developmental research
- Problem: lack of knowledge, no clear direction - Priority given to data that are interactive - Data: qualitative - need deep knowledge
concept research
assessing audience's acceptance of creative ideas
What are used to determine how effectively a campaign creates a favorable image for a company?
attitude tests
the foundation (bottom level) of the communication pyramid is ______
awareness
IMC pyramid lowest to highest
awareness (bottom), comprehension, conviction, desire, action (top)
Which form of syndication is also called advertiser-supported syndication?
barter syndication
percentage of sales method
based on a percentage of anticipated sales for the next year, last year's sales, or a combination of the two
What does the standard format of a magazine rate card help advertisers determine?
basic and additional costs
Effective frequency takes place between a maximum level that _____ and a minimum level that provides ____________ _______________
becomes overexposure ;message awareness
What is used to gain information about the market, the competition, and the business environment and to gain a greater understanding of the problem?
informal research
stage of the marketing research process that includes researchers talking about problems with customers, competitors, suppliers, and employees
informal research
Which magazine is published in digest size?
jet
What are stock photography fees typically based on?
length of time the usage will continue
what was the brand category of Holiday Inn Express?
limited service hotel
What adds the most realism to the scene being shot?
location
What does MIS refer to?
marketing information system
What are the clear, quantifiable, realistic marketing goals that are to be accomplished within a defined time period called?
marketing objectives
What is it called when companies develop systematic procedures for gathering, recording, and analyzing new information that help managers make marketing decisions?
marketing research
What is an advantage of broadcast TV advertising?
mass coverage
All communications vehicles available to a marketer make up the _____.
media
What translates a company's advertising strategy into goals that can be accomplished?
media objectives
The number of people in a medium's audience is called _____
media vehicle exposure
What is the first part of a good marketing plan called?
mission statement
Where is a short description of an organization's purpose and philosophy stated?
mission statement
pulsing
mixing continuity and flighting strategies in media scheduling
in the budgeting approach known as share of market/share of voice, voice is best thought of as ________
money spent on IMC
When a new product is introduced, what might be lacking?
money to attack all the geographic markets at the same time
What is another name for qualitative research?
motivation research
Of the five Ms that are pretested and posttested by a company, which of the following is outside a company's control?
motives
The major drawback of shooting on location is that
natural lighting is difficult to control
The program audiences of TV and radio stations are measured by companies called
network stations
What is one of the big mistakes that a company can make in developing its marketing strategy?
not staking out any position in the market
clear, quantifiable, realistic marketing goals to be accomplished in a specified time frame is the definition of _________
objectives
Unlike quantitative research, qualitative research is used by marketers to perform what function?
obtain a general impression of the market
differentiation
offering something unique
Newspaper National Network
one-order, one-bill system for national advertising launched in 1994 by the Newspaper Association of America
what is an aspect of IMC strategy that can be pretested effectively?
package design
Customers' interpretation and evaluation of a message is helped through ______
pretesting
A company could find, once it completes the exploratory research phase, that it needs more information that can only be acquired from what type of research?
primary research
The marketing mix for each target market blends which marketing elements that are controlled by the company?
product, price, distribution, and communications
What are the steps between the draft of an ad and the finished version called?
production
the TV audience measurements prior to C3 measured
program minutes viewed on the day a program was aired
first-run syndication
programs produced specifically for the syndication market
Advertisers use these techniques to discover people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives through the use of indirect questions such as "What kind of people do you think shop here?"
projective techniques
Consumers are urged to have open discussions with interviewers in ______
qualitative research
what is not a sales-target objective?
raise awareness by 10%
The Alliance for Audited Media verifies what type of information?
readership
What type of tests show the potency of message components, such as size or color?
recall
spots
refers to radio ads
audience share
refers to the percentage of homes with sets in use (HUT) that are tuned to a specific program
What drives marketing decision making?
research
Advertising using a ______ gives total control of spot placement to the station
run-of-station basis
Advertising using a ______ gives total control of spot placement to the station.
run-of-station basis
a weakness of sales target objectives, according to the lecture, is they.....
say nothing about strategy
What is the name of the detailed description of a brand's current marketing position?
situation analysis
What is the first step in the marketing research process?
situation analysis and problem definition
Media buyers rarely specialize in what type of agencies?
small
A radio session is recorded in a
sound studio
vehicle
specific instance of a media
DAGMAR
stands for defining advertising goals for measured advertising results. DAGMAR is a planning tool for setting communications objectives for a campaign.
What does a marketing plan of an organization generally aim to do?
state or restate an organization's mission
It is more difficult to buy spot advertising than network advertising because
stations need to be contacted individually
Sonata's sales history from 2014 to today suggests ______
steep decline
SWOT analysis
strengths, weaknesses, opportunities, threats; which represent the four categories used by advertisers when reviewing a marketing plan
The ______ offers the best control for scenes requiring large amounts of space, scenery, and the full effect of outdoor lighting
studio lot
The ______ offers the best control for scenes requiring large amounts of space, scenery, and the full effect of outdoor lighting.
studio lot
gross impressions
summed exposures to several vehicles. Cumulative impact.
Once data is collected, it must be must be validated, edited, coded, and ______
tabulated
The percentage of sales method is based on the fallacy ______
that IMC is a result of sales
Primary research raises one legitimate concern. What is it?
the accuracy of the findings
What information should the media buyer provide to the rep to receive avails?
the advertiser's media objectives
run-of-paper
the advertising rate that entitles a newspaper to place a given ad on any newspaper page or in any position it desires
What does a product's location on the Kim-Lord grid indicate?
the amount of thinking and feeling involved in a purchase
effective frequency
the average number of times a person must see or hear a message before it becomes effective
average quarter-hour rating
the average quarter-hour persons estimate expressed as a percentage of the estimated population
DAGMAR systems specify the time frame for moving from _____
the current situation to a desired situation
on-sale date
the date a magazine is actually issued
cover date
the date printed on the cover of a publication
audience composition
the distribution of an audience into demographic or other categories
continuity
the duration of an advertising message or campaign over a given period of time
The least authoritative source of advertising is?
the internet
What does the David Ogilvy Research Award honor?
the most effective campaign guided by research
aperture
the opening of a camera that controls the amount of light that reaches the film or digital media
product placement
the practice of companies paying to have their goods written into movies or television shows
media planning
the process that directs advertising messages to the right people in the right place at the right time
Who selects the director for a radio commercial and the studio for recording it?
the producer
What should the first section of the marketing plan briefly summarize?
the situation analysis and SWOT analysis
Who is responsible to for creating the final version of a commercial during the postproduction phase?
the sound engineer
Gross rating points are used to determine _____
the spending for a campaign
session
the time when the recording and mixing of a radio commercial take place
message weight
the total size of the audience for a set of ads or an entire campaign
When are combination rates given to advertisers?
they advertise in the morning and evening editions of the same newspaper
When a company discovers a market position not held by a competitor, how can it rapidly fill in the hole?
through product differentiation
What is the purpose of the preproduction phase?
to save advertisers a lot of money
The market need and a company's sales strategies and objectives are included in a company's _____
top-down marketing plan
What is determined by multiplying the number of subscribers with the estimated number of readers per copy?
total audience
Which term refers to the total number of homes reached by some portion of a program?
total audience
audience
total number of people households exposed to a medium
How is the effectiveness of a campaign, after it runs, evaluated?
tracking
Which of the following is the least expensive way of creating visuals?
using stock photography
In order to make a report understandable and useful to managers, a researcher should avoid _________
using technical jargon
the most appropriate term, from a media planning standpoint, to use for an episode of "The Daily Show" is
vehicle
CPM=
vehicle cost/ gross impressions x1,000
CPRP=
vehicle cost/ program rating
What can researchers ascertain from scanning Universal Product Codes?
which products are selling and how well
In the jargon of the advertising trade, what are magazines called?
books
esteem
building stature through knowledge
vertical publication
business publications aimed at people in a specific industry
Positive attitude changes about a brand are likely to predispose consumers to take what action?
buy the company's product
In what way does the IMC approach to planning marketing and communications activities differ from the traditional processes?
by mixing marketing and communications planning together
in digital advertising, CTR refers to
click through rate
What is one of the useful sources of internal secondary information called?
company records
What are the three critical elements of media planning?
continuity, frequency, and reach
cost per thousand (CPM)
cost divided by the number of thousands of people in the audience
The messages created to appeal to the motives of consumers are ______
within a company's control
which was not discovered during a focus group for Unipath's Clearplan davice
women did not like the device
IMC strategy research
defining product concepts
audience objectives
definitions of the specific types of people the advertiser wants to reach
company's strategy
determine the specific short-term actions to be taken
evaluative research is best thought of as ___________
determining whether the campaign worked or not
After building an IMC strategy, what do companies begin doing?
developing creative concepts
research can serve _________ or __________ needs
developmental; evaluative
message pretesting
diagnosing communication problems before a campaign begins
Analysis of the advertising response curve shows that, with repeated exposures, incremental response to advertising _____
diminishes, rather than builds
What type of research method is used to coax a variety of answers from people in order to determine how well advertising messages convey main ideas?
direct questioning
As media planners purchase more gross rating points (GRPs), the unit cost falls because of ______
discounting
what is one of the advantages of pretesting?
distinguishing the strong messages from the weak ones
what is the concept that marketers of a new product often use that involves examining important markets and dedicating resources to the ones that will allow it to attain promotional superiority?
dominance concept
message posttesting
evaluating a campaign after it runs
what is an important function of electronic media buying software?
evaluating market-by-market performance of media schedules
Qualitative data are gathered using what method?
focus group
What is the name of an intensive research technique involving a half dozen or more members of a particular market discussing a product?
focus group
The percentage of sales method _____
forces planners to develop objectives to fit the budget
What requirements are needed when conducting quantitative research?
formal design rigorous standards for collecting data
the number of occasions on which people in a group had a chance to see a message is the idea behind the concept of ______
frequency
What is it called when the publisher reaches its delivered figure?
guaranteed circulation
During pretesting, respondents often rate the messages that make the best first impression as the highest in all the categories. What is this effect called?
halo effect
The FM band of radio is more popular than AM because the FM band
has better sound fidelity
affective involvement
how emotionally engaging is this purchase decision? (feel)
cognitive involvement
how much time do i spend thinking about this product? (think)
One of the functions of marketing research is to help managers do what?
identify consumer needs
Thoughtfully planned but freely structured questions help interviewers explore respondents' inner feelings in a(n) ______
in depth interview
How are a company's ideas for reaching its marketing objectives detailed?
in its marketing strategy
Industry trends for the Hyundai sonata suggested
increasing sales would be difficult
company's objective
indicate where the company wants to go
company's tactics
indicates the intended route
In syndicated programming, the producer deals directly with ______ to sell a program
individual stations
which is a controversy in Hyundai's past
inflated fuel economy numbers
Impression (OTS)
potential exposure of an ad in a (print) vehicle
What do magazine advertisers use to reach their target audience?
presentations
full position
The preferred position near the top of a page or at the top of a column next to reading matter
When doing research for print ads, direct questioning is often used at what stage?
pretest
A brand development index number of _____ indicates that a brand's performance balances with the size of the area's population
100
what is the correct sequence of measurement of these in the BrandAsset Valuator model?
1. differentiation 2. relevance 3. esteem 4. familiarity
four major classifications of magazines according to their sizes from biggest to smallest
1. large 2. flat 3. standard 4. digest
Steps of a Marketing Plan
1. mission statement 2. situation analysis 3. marketing objectives 4. marketing strategy 5. marketing tactics
positioning advertisement ranked from least expensive to most expensive:
1. run-of-paper rates 2. next to reading matter rates 3. full position rates
what are the steps marketing research process in the order that they occur?
1. situation analysis and problem definition 2. informal research 3. construction of research objectives 4. primary research 5. interpretation and reporting of findings
preferred-position rate
A choice position for a newspaper or magazine ad for which a higher rate is charged
cost per thousand (CPM)
A common term describing the cost of reaching 1,000 people in a medium's audience. It is used by media planners to compare the cost of various media vehicle
motivation value
A consideration in selecting media based on the medium's ability to motivate people to act. Positive factors include prestige, good quality reproduction, timeliness, and editorial relevance
earned rate
A discount applied retroactively as the volume of advertising increases throughout the year
marketing plan
A document that serves as a guide for the present and future marketing activities of an organization
insertion order
A form submitted to a newspaper or magazine when an advertiser wants to run an advertisement. This form states the date(s) on which the ad is to run, its size, the requested position, and the rate.
share of market/share of voice method
A method of allocating advertising funds based on determining the firm's goals for a certain share of the market and then applying a slightly higher percentage of industry advertising dollars to the firm's budget
empirical research method
A method of allocating funds for advertising that uses experimentation to determine the best level of advertising expenditure. By running a series of tests in different markets with different budgets, companies determine the most efficient level of expenditure.
tabloid newspaper
A newspaper sized generally about half as deep as a standard-sized newspaper; it is usually about 14 inches deep and 11 inches wide
horizontal publication
Business publications targeted at people with particular job functions that cut across industry lines, such as Purchasing magazine
roadblocking
Buying simultaneous airtime on all four television networks.
Gross Rating Points (GRPs)
By adding the ratings of several media vehicles we can determine the message weight of a given advertising schedule that is expressed as
to compare three different television programs in terms of their cost per viewer, a media planner would use:
CPRP
split-run test
Change one thing within your ad and then you test it
primary research
Collecting primary data directly from the marketplace using qualitative or quantitative methods
spillover media
Foreign media aimed at a national population that are inadvertently received by a substantial number of the consumers in a neighboring country
print media
Gross rating points are calculated for the number of ads in a campaign
outdoor advertising
Gross rating points are calculated on the basis of daily exposure
broadcast media
Gross rating points are often calculated for a week or a month
what is not one of the challenges HEX faced in succeeding
Hampton inn challenged them in every location they tried to build
Before developing any messaging campaign or making any IMC decisions companies must use _______ research to get a feel for how people perceive its products, how they view the competition, and which messages offer the greatest appeal.
IMC
What is one of the largest costs in a company's marketing budget?
IMC
What is an advantage of spot radio?
It allows great flexibility to national advertisers in their choice of markets
What is the advantage of using the Newspaper National Network over others?
It allows placing one order and one bill for multi-market newspapers
What is one of the advantages of the Universal Product Code label?
It allows timely inventory control
What does the IMC pyramid best represent?
It assumes that people follow the learn-feel-do model for high-involvement products.
When does preproduction in the print process begin?
It begins when the creative department submits the approved creative concepts to the production department
Which of the following is an advantage of participation-basis advertising?
It does not require a long-term commitment to a single program
sales target objectives
Marketing objectives that relate to a company's sales. They should be specific as to product and market, quantified as to time and amount, and realistic. They may be expressed in terms of total sales volume; sales by product, market segment, or customer type; market share; growth rate of sales volume; or gross profit.
barter syndication
Marketing of first-run television programs to local stations free or for a reduced rate because some of the ad space has been presold to national advertisers
Emphasize frequency when:
New or unfamiliar product
classified ad
Newspaper, magazine, and now Internet advertisements usually arranged under subheads that describe the class of goods or the need the ads seek to satisfy. Rates are based on the number of lines the ad occupies. Most employment, housing, and automotive advertising is in the form of advertising
bulk discount
Newspapers offer advertisers decreasing rates (calculated by multiplying the number of inches by the cost per inch) as they use more inches
teleprompter
The camera accessory that allows the camera to see a spokesperson through the back of a two-way mirror while the spokesperson reads moving text reflected off the front
What is a run-of-schedule positioning of a commercial?
The commercial is aired when the station chooses to run it
cost efficiency
The cost of reaching the target audience through a particular medium as opposed to the cost of reaching the medium's total circulation
short rate
The difference between the contracted rate and the earned rate for the actual inches run
IMC strategy
The methodology advertisers use to achieve their advertising objectives. The strategy is determined by the particular creative mix of advertising elements the advertiser selects, namely: target audience; product concept; communications media; and advertising message. Also called the creative mix
guaranteed circulation
The number of copies of a magazine that the publisher expects to sell. If this figure is not reached, the publisher must give a refund to advertisers
secondary readership
The number of people who read a publication in addition to the primary purchasers
primary circulation
The number of people who receive a publication, whether through direct purchase or subscription
methodology
The overall strategy of selecting and scheduling media vehicles to achieve the desired reach, frequency, and continuity objectives
Brand Development Index (BDI)
The percentage of a brand's total sales in an area divided by the total population in the area; it indicates the sales potential of a particular brand in a specific market area
Category Development Index (CDI)
The percentage of a product category's total U.S. sales in an area divided by the percentage of total U.S. population in the area
rating
The percentage of homes or individuals exposed to an advertising medium.
rating service
The program audiences of TV and radio stations are measured by companies called
Newsplan
The program that gives discounts to national and regional advertisers for purchasing six or more pages per year
average quarter hour share
The radio station's audience (AQH persons) expressed as a percentage of the total radio listening audience in the area
short rate
The rate charged to advertisers who, during the year, fail to fulfill the amount of space for which they have contracted. This is computed by determining the difference between the standard rate for the lines run and the discount rate contracted.
position rate
The rate that an advertiser has to pay to guarantee a choice position for an ad
If a test has validity, what must be evident?
The results must be free of bias.
informal research
The second step in the research process, designed to explore a problem by reviewing secondary data and interviewing a few key people with the most information to share. Also called exploratory research
standard-size newspaper
The standard newspaper size measures approximately 22 inches deep and 13 inches wide and is divided into six columns
marketing research
The systematic gathering, recording, and analysis of information to help managers make marketing decisions
a _____________ rate is lower than the regular rate because the advertiser agrees to be "bumped" if another advertiser pays the regular rate.
preemption
reach
The total number of different people or households exposed to an advertising schedule during a given time, usually four weeks.
IMC plan
The written document that directs the company's advertising effort. A natural outgrowth of the marketing plan, it analyzes the situation, sets advertising objectives, and lays out a specific strategy from which ads and campaigns are created
reach and frequency are ________________
inversely related
25%
is % streaming out of total usage of TV
what is not true of research described in the lecture?
it is too expensive for most firms
media vehicles
particular media programs or publications
The Kim-Lord grid, which depicts the level of consumer involvement in a purchase, recognizes that _____
people can be cognitively and affectively involved at the same time
relevance
perception of the target market as compatible with their needs and wants
In the foreign markets of developing countries,
personal contact is a more widely used method of advertising than in the United States
A situation analysis provides the information needed for ______
planning a marketing strategy
During which stage does the sound engineer mix music, sound effects, and vocal to create a finished radio commercial?
postproduction
In order to generate beneficial information for future ad campaigns, companies use which one of the following?
posttesting
What is used to determine if a message is effective?
posttesting
