advertising

a form of out of home advertising that jay conrad levinson defines as achieving conventional goals through unconventional methods is known as ___ ___.

guerrilla marketing

spaces on taxicabs including the roof, the door, adn the rear of taxicabs that are bought by advertisers, usually for a month are referred to as ___ ___.

taxicab exteriors

identify the key skills that successful media buyers possess.

Knowing the marketplace-) Negotiating the buy-)

a possible exposure of an advertising message to a single audience member is called a(n) ___ ___.

advertising impression

an ___ refers to the total number of individuals or households that are exposed to a medium.

audience

bursting- running a commercial at 30 minute intervals during prime time Roadblocking- Purchasing airtime on multiple networks simultaneously

blinking- flooding airwaves on a single day of the week with the same advertisement

the sales strength of a particular brand in a specific market area is indicated by the ___ ___ ___ or BDI.

brand development index

select the four main types

bulletins-) eight sheet poster p...-) 30 sheet poster pan...-) spectaculars-)

the type of direct mail that allows recipients to respond without paying postage is known as ___ ___ ___.

business reply mail

the strength of a whole product category is determined by media planners using the ___ ___ ___

category development index

identify two steps in the media planning framework

devise an ingenious strategy for achieving the plan's objectives-) Review marketing and advertising objectives-)

identify the factors that significantly increases a media vehicle's motivation value.

familiarity with advertiser's campaign-) timeliness of advertising exposure-) quality of advertising reproduction`-)

similar to how gross impressions are determined, the message wight of a particular advertising schedule can be calculated by adding the rating of several media vehicles. this is expressed as ___ ___ ___.

gross rating points

the media strategy describes which of the following?

how often media will be used.-) which media will be used.-) where media will be used.-)

identify guidelines that advertisers must follow to increase the readability of outdoor copy.

increase kerning-) use simple typefaces-)

some people describe out of home advertising as the mass medium for which of the following reasons?

it cannot be turned off, set aside, or left unopened-) it carries messages 24 hours a day-)

which of the following statements are true about outdoor advertising?

it is generally regarded as positive for business and useful to drivers-) it is regulated and administered through individual states departments of transportation-) it is prohibited in maine, vermont, hawaii, and alaska.-)

identify the drawbacks of using direct mail in the media mix...

it is often perceived to be junk mail-) it has a high cost per thousand-)

identify the characteristics of an effective offer.

it must offer the prospects value-) it must be specific-)

what is a consumers reason for selecting a particular media vehicle, which is taken into consideration by advertiser when reviewing their

it offers the consumer a form of reward-) it offers the consumer a sought after solution-)

identify the elements of a media planner's media mix that are affected when a competitor has a larger budget for its media strategy.

mechanics' media' methodology'

___ includes all communication vehicles available to a marker- anything that a he or she can put a name on.

media

a ___ ___ is a person who is responsible for negotiating and contracting with the media

media buyer

local plan- used to advertise in a city chosen to test market a new product-) Regional Plan- Used to advertise in an entire state province-)

national plan- used to advertise in several regions or an entire country-)

Broadcast media- gross rating points are calculated on a weekly or monthly basis-) 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

___ are outdoor advertising companies that own and maintain outdoor advertising structures

plants

e mails-most effective format when there is permission to email

sales letters- most common format of direct-mail

Determining media strategy- to convert media goals into general guidelines that will control the planner's use of media Selecting broad media classes-to determine which wide classes of media satisfy predetermined criteria

selecting media within classes- to compare and choose the most suitable media vehicles under wider classes media use decisions- to determine how advertisements are implemented for different types of media

the term ___ originated in the days when printing presses were much smaller and it required many sheets to cover a poster panel.

sheets

identify what media planner use when selecting the right media vehicles

specific research on audiences-) personal judgement calls-) knowledge gained through experience-)

when a combination of media is used to achieve greater reach, it results in ___. this refers to the total effect being greater than the sum of the individual part.

synergy

identify the factors which determine a message's size, length, color, and position.

the competition offered by rivals-) the nature of the advertising message-)

which of the following are the three basic components of direct mail advertising

the creative package-) the mailing list-) the offer-)

identify the factors that help determine the exposure value of an advertisement (17)

the nature of the audience-) the nature of the interaction it requires-) the nature of the vehicle-)

select the determinations a media planner must make when deciding on the best media vehicle for a campaign

the percentage of the vehicles audience that matches the products target audience -) the ability of the vehicle to offer attention, exposure, and motivation -)

identify advantages of digital billboards

they can interact with passerby-) they have the ability to rotate ads-) they greatly reduce production cost-)

identify the characteristics that apply to the majority of young moviegoers, according to Arbitron.

they often skip ads on television they often are leaders of their peer groups.

identify characteristics that apply to the majority of young moviegoers, according to arbitron.

they often skip ads on television-) they often are leaders of their peer groups-)