IMC exam 3 ch 11-17

What is the main idea of "Support Media" ?

Uses a variety of nontraditional channels to deliver communication

Eleven's love of Eggo waffles and it's reoccurrence as part of her character plot lines in Stranger Things is an example of ___________.

product integration.

Which of the following is true of television as an advertising medium?

television has often been criticized for being a nonselective medium.

Which of the following is NOT a limitation of radio:

Audience Selectivity

_________ help marketers provide extra value to consumers without having them do anything more than purchase the product.

Bonus packs

_____ is a nontraditional form of advertising that blends marketing and recreation through television, film, music talent, and technology.

Branded entertainment

Zapping

Changing channels to avoid commercials

_____ are the various time periods or segments into which a broadcast day is divided.

Dayparts

Which of the following statements is true about direct marketing?

Direct marketing involves marketing research, segmentation, and evaluation.

_____ is a category of advertising that is found throughout a newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text.

Display advertising

Advantages of newspapers do not include:

High reproduction quality

Which of the following statements is true of the use of direct mail on the Internet (e-mail) in the direct-marketing industry?

It attempts to reach consumers with specific needs through targeted messages.

Which of the following is a disadvantage of using marketing PR (and PR in general)?

It does not guarantee media time and space.

Which of the following is true of program rating?

It is the percentage of TV households in an area that are tuned to a specific program during a specific time period.

Which of the following statements about the role of magazines and newspapers as advertising media vehicles is true?

Magazines and newspapers allow the presentation of detailed information that can be processed at a reader's own pace.

Which of the following statements about magazines as an advertising medium is true?

Magazines are a highly specialized medium that reaches specific target audiences.

Which of the following statements describes how brand equity is affected by the increased use of sales promotion?

Marketing experts argue that higher spending on sales promotion is at the expense of media advertising, which leads to a decline in brand equity.

Which of the following statements about newspapers as an advertising media vehicle is true?

Newspapers are primarily a local advertising medium for retail businesses but are also used by large national advertisers.

Zipping

Occurs when viewers fast-forward through commercials as they play back a previously recorded program

_____ searches are those that appear because of their relevance to the search terms, not advertisements.

Organic

____ media include billboards, street furniture, alternative media, transit, as well as specific forms of radio.

Out-of-home advertising

Four P's in marketing

Product, Place, Price, Promotion

_____ is the management function that evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance.

Public relations

___ refers to the generation of news about a person, product, or service that appears in broadcast or print media or online/digital media.

Publicity

_____ are defined as "a broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio, and animation."

Rich media

is designed to provide an extra incentive to consumers to purchase?

Sales Promotion

Which of the following is a disadvantage of Promotional Products Marketing?

Saturation

_____ is the process of improving the volume of traffic driven to one's site by a browser or web portal through unpaid results as opposed to paid inclusions.

Search engine optimization

_____ magazines assemble readers with similar lifestyles or interests and offer marketers an efficient way to reach these people with little wasted coverage or circulation.

Special-interest

_____ media are used to reach those people in the target market the primary media may not have effectively reached and to reinforce their messages.

Support

Which of the following statements is true of public relations?

The relative cost of public relations is low.

Which of the following statements about product placement advertising is true?

There is a strong source association between actors and the products featured through product placements.

A disadvantage of Print media such as Magazines and Newspapers is

There is substantial clutter from other ads

Which of the following is true of consumer magazines?

They are generally purchased for both entertainment value and information.

What is Telemarketing an example of?

direct marketing

The terminology used to refer to the early evolution of the World Wide Web, in which users could view web pages and interface with them but could not contribute to the content of the web page, is known as

Web 1.0.

_____ has led to dramatic changes in the World Wide Web, primarily as a result of decentralization of communications and interactivity, with information provided by users as contributors of content.

Web 2.0

The new role of public relations is characterized primarily by

a more marketing-oriented role.

What are sponsorships?

advertiser assumes responsibility for production/content

You've been looking at some new shoes online. There's a pair you really like that you've looked at several times. A couple days after you last looked at them, you get a postcard in the mail offering 20% of the shoes. This is an example of (select all that apply).

direct marketing

The price for commercial time charged by a television network is largely a function of a program's

audience size and composition.

What is the most common form of advertising on the Web?

banner ads

What refers to the excessive amount of advertisements consumers see on a daily basis?

clutter

The rapid growth of branded entertainment tie-ins has led to an overwhelming number of product placements and integrations, which will eventually result in

clutter and loss of effectiveness.

Communications activities designed to promote a firm's overall image, without reference to a specific product, are called

corporate advertising

Which of the following is considered an internal audience for a public relations activity?

customers

Coupons, bonus packs, premiums, and samples are promotional offers that are targeted toward

end users.

Which of the following is an inherent disadvantage of television advertising?

fleeting nature of messages

Unlike traditional marketing, the typical goal of direct marketing is to

generate an immediate response

Newspapers generally offer more _____ than any other medium except direct mail.

geographic selectivity

Viral marketing creates or does something to gain a lot of attention. Another name for this is ..

guerrilla marketing

Which of the following is a primary advantage of magazines?

high selectivity

One of the reasons for the recent, rapid growth of direct marketing in American society is the

increased use of credit cards

Which of the following is a disadvantage of publicity?

inforamtion can be inaccurate or incomplete

In general, a site that ranks higher on a search page

is likely to receive more visitors.

Companies prefer sponsorship arrangements for buying advertising time because:

it allows companies to capitalize on the image of a high-quality program.

TV is a popular medium among companies selling mass-consumption products because of

its ability to reach large audiences in a cost-efficient manner.

Which one of these is NOT an advantage of PR?

media time and space are not guarenteed

The goal of _____ to gain attention by providing valuable content that matches the form and function of the media platform upon which it appears.

native advertising

Sales promotion activities that communicate distinctive brand attributes and contribute to the development and reinforcement of brand identity are known as

nonfranchise-building promotions.

The announcer on a television commercial said, "Get your credit card and call now to order an autographed copy of the Summer Dreams DVD." This is an example of using the _____ approach of direct marketing.

one-step

In P in PESO stands for

paid

The share of a television audience indicates the

percentage of households using TV in a specified time period that are tuned to a specific program.

Which of the following is a disadvantage associated with direct marketing?

poor image

Which of the following is a disadvantage of promotional products marketing?

possibility of market saturation

A company promoting its product through product placements in movies would benefit from

potentially high exposure.

If a promoter of a boxing match wants to place an ad in the sports section of a newspaper, the promoter is likely to pay a(n) _____ rate.

preferred position

Companies often make use of _____ when they have significant news to announce, such as the introduction of a new product or advertising campaign.

press conferences

As a part of its corporate strategy Helios Inc., an automaker, offers business gifts such as key chains, planners, and T-shirts to its customers for their patronage. In this scenario, Helios is using _____

promotional products marketing.

What is an example of advantage of sampling?

provides consumers with a risk-free way to try new products

In PR, What is an example of an external audience?

public at large

_____ refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations.

spot advertising

Whereas behavioral advertising tracks surfing behaviors, contextual ads are determined by

the content on a web page.

Which of the following media has lower cost and convenience that has raised concerns among traditional direct-mail marketers but at the same time created better opportunities?

the internet

Newspapers and magazines are often referred to as high-involvement media because

they require consumers to expend some effort to process the information they provide.

Which of the following is an example of a trade-oriented sales promotion activity?

trade shows

Which of the following is an advantage of outdoor advertising?

wide coverage of local markets