Chapter 7 warm up

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____________ 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


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