Advertising Final

think small and lemon were short famous direct address headlines used for hyundai in the 60s

False

typography and type selection are important responsibilities for

the art director

How are agencies paid and compensated

Agencies are historically compensated in three ways: through commissions from the media, fee arrangement or percentage charges. Compensating agencies through media commissions occurs when the agency receives a specified commission from the media on any advertising time or space it purchases for the client. Under the fixed-fee method the agency charges a basic fee for all of its services and credits to the client and credits any media commissions earned. Agencies are also compensated through a fee-commission combination, whereby the media commissions received by the agency are credited against the fee. The cost-plus system occurs when the client agrees to pay the agency a fee based on the cost of its work plus some agreed-on profit margin.

Define CPM, targeted CPM and B2C2C, B2B, B2C,

CPM=Cost Per Thousand, Targeted CPM (or TCPM) = CPM against the target audience, B2C2C=Business to consumer to consumer (understand the concept behind that), B2B=Business to business, B2C = Business to consumer.

How is the main traditional media measured?

For print it is circulation and readership. For broadcast it is simply a matter of people tuned to a station or program

According to contagious trying to win mcdonalds monopoly or collect enough visit points for a free bottle of chardonnay at the local wine store reflects what?

IMC

What arethe fundamental importance of setting objectives and building tactics around them

Measurable goals are key. Management and evaluation (and planning) naturally includes understanding SWOT (which you do already). Objectives...strategy...tactics... objective is a goal Strategy is a plan to reach the goal Tactic is the methods used to get it done

Define media buying, planning, and research?

Media buy is the purchase of advertising from a media company such as a television station, newspaper, magazine, blog or website. It also entails the negotiation for price and placement of ads, as well as research into the best new venues for ad placement Media planning is the process by which marketers determine where, when, and how often they will run an advertisement in order to maximize engagements and ROI. The media plan might split advertising spend and resources between various online and offline channels such as broadcast, print, paid ads, video ads or native content. Media Research is the study of the effects of the different mass media on social, psychological and physical aspects. Research survey that segments the people based on what television programs they watch, radio they listen and magazines they read

The department inside a company that is generally referred to as "the communications department" or "public relations department" is paid to work for the company. As such this department would be consideredpart of the companys

Owned media

Define owned, earned, and paid media?

Owned media is when you leverage a channel you create and control. This could be your company blog, YouTube channel, your website, or even your Facebook page. Even though you don't strictly "own" your YouTube channel or your Facebook page, you do control them and don't have to pay for basic usage. Earned media is when customers, the press and the public share your content, speak about your brand via word of mouth, and otherwise discuss your brand. In other words, the mentions are "earned," meaning they are voluntarily given by others. Paid media is when you pay to leverage a third-party channel, such as sponsorships and advertising on third-party sites.

which is not a apart of the marketing mix or 4 ps?

Performance

Which is higher for print media, circulation or readership?

Readership is practically always larger than circulation, because of "pass-on readers" - in other words, each copy sold is normally read by some people as well as its buyer.

Advetising people, and creative people in particular, might well use what term to describe the concept that becomes the focal point of the campaign

Tagline

Define SWOT analysis

a study undertaken by an organization to identify its internal strengths and weaknesses, as well as its external opportunities and threats.

advertising agencies are paid based on

a, c, and d above

the job function inside an advertising agency that acts as liason with the cline t and takes responsibility for the way the account is managed and tended to inside the agency is

account service

Paid persuasive communication that uses mass and interactive media to connect and identified sponsor with a target audience is known as

advertising

Traditionally, the firm responsible for creating ads and commericals for purchasing media for them to run on behalf of the advertisng client is known as the

advertising agency

Public Relations sales promotion and direct marketing are among

all of the above

An aggregation of everything a customer sees, hears, reads or experiences about an organization or its products is what creates the

brand

the various marketing communication messages and brand experiences that create and maintain a brand are referred to collectively as:

brand communication/branding

Suppose the owned media department undertakse a project to annouce a new product line. Many of the departments new releases and video materials announcing the products are picked up by trade and consumer publications plus broadcast and cable outlets s "news". It also purchases television commercials on broadcast stattions throughput the country. This scenario represents what combination:

consumer media, news media

those who write and design advertising are generally considered . to be part of which advertising agency department

creative department

What are the creative jobs within an advertising agency?

creative directors,art directors, web developers, sketch/storyboard artists, copywriters, designers, production artists

television air time is typically priced and sold according to the program being sponsored. Radio time, on the other hand, is usually priced and sold according to

daypart

A stakeholder is the same thing as a target

false

good branding is simply creating the most clever logo that you can

false

When we look at color print ad we are really seeing the effects of:

four color process printing

What are the basic components of a print ad?

header, subhead, image, body, copy, call to action, contact information

What is the importance of a creative brief?

is a unifying document that identifies the important key benefits for a campaign or launch. It tells the story and explains why it's important to the audience, serving as a guide for the creation of new materials.

the person at the advertising agency responsible for negotiating contracts with publications, stations, networks, etc. is the

media buyer

classified, display and sunday suppliment advertising are generally associated

newspaper

Brand communication has traditionally been one way in nature. but that is changing. Which of the following is not indicative the increasingly two way nature of communication

newspaper advertising

In media planning and buying, the term circulation refers to

number of copies sold

an impression is

one persons one time exposure to a message

What are the four ps of marketing

product, price, place, and promotion

"Theater of the mind" is way of using the consumers imagination that is unique to which form of advertising?

radio

What informs creativity

research insight

Generally a print ad idea is presented to the client for approval as a layout while a television commercial idea is presented as a

storyboard

you are purchasing media on behalf of a small grocery retailer with locations in poughkeepsie and wappingers falls. You want to advertise sales, inset coupons and promote special savings days. Which media combination is likely to be most productive and cost efficient?

the poughkeepsie journal;local poughkeespie radio

author jonah berger asserts that if you see a jar of peanut butter and start thinking of things like jelly or reeses peanut butter cups, you are respnding to which STEPP

triggers

A group working inside a company that is largely performing the functions of advertising agency is sometimes known as an in house agency

true

A newspaper or magazines readership is higher than its circulation

true

Television costs continue to dominate media budgets (because of tvs high cost)

true