Marketing 4000 13-16

Premiums differ from conventional promotional products because they make recipients _____.

benefit the advertisers in some way

What is the duration of an advertising message or campaign over a given period of time called?

continuity

StoreBoard Media found that a novel location to place advertisements in malls, on the _____ of major retail chains, resulted in a 20% increase in product sales.

entryway security panels

In the context of media objectives, where, when, and how often advertising should appear is defined by _____.

distribution objectives

The average number of times that a person needs to see or hear a message before it can become effective is known as _____.

effective frequency

The number or percentage of the people in an audience who receive enough exposures to truly receive the message is measured by _____.

effective reach

Unlike reason-why messages, emotionally oriented messages require _____ in order to create enduring emotions related to the product.

equally spaced exposures

Media planners calculate the total gross impressions for a schedule by summing the _____.

gross impressions for each medium used

Media messages are delivered to the media audience that most closely resembles the desired target audience by using a _____, which is chosen by a planner.

media vehicle

An advantage of using OOH advertising lies in its ______.

message accessibility

Distribution objectives are directly related to _____.

message weight, reach, frequency, and continuity

A specially designed flatbed truck carrying a long billboard up and down busy roads is an example of a _____.

mobile billboard

The _____ is a cross between traditional billboards and transit advertising.

mobile billboard

Which of the five Ms of the media strategy are affected by a customer's product purchasing behavior? (Select all that apply)

money markets media mechanics methodology

A feature of continuity is that it _____.

sustains memory

Select the four main types of structures used in outdoor advertising.

-30-sheet poster panels -bulletins -spectaculars -eight-sheet poster panels

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 drawbacks of using direct-mail in the media mix of a company.

-It has a high cost per thousand. -It is often perceived to be junk mail.

Identify the advantages of transit advertising. (Check all that apply.)

-It is cost-effective. -It provides high ad exposure.

Which statement is true about outdoor advertising?

-It is generally regarded as positive for business and useful to drivers. -It is prohibited in Maine, Vermont, Hawaii, and Alaska. -It is regulated and administered through individual states' departments of transportation.

What are disadvantages of using OOH advertising? (Select all that apply)

-It is limited in where it can be placed. -It has long lead times. -Its message is fleeting.

Identify the characteristics of an effective offer. (Check all that apply.)

-It must offer some value to the prospects. -It must be specific.

Identify what media planners use when selecting the right media vehicles. (Check all that apply.)

-Personal judgment calls -Knowledge gained through experience -Specific research on audiences

Which are characteristics of digital signs? (Select all that apply)

-They generate substantial revenue. -They can be automatically updated.

Identify advantages of digital billboards. (Check all that apply.)

-They have the ability to rotate ads. -They can interact with passersby. -They greatly reduce production costs.

Identify guidelines that advertisers must follow to increase the readability of outdoor copy. (Check all that apply.)

-use simple typefaces -increase kerning

One rating point of a 100 showing equals _____, in outdoor advertising.

1 percent of a market's total population

_____ is the basic unit of sale for outdoor advertising like billboards or posters.

100 showing

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.

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E-mails- Most effective format when permission to mail is needed Sales letters- Most common format of direct-mail

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Local plan- Used to advertise in a city chosen to test market a new product Regional plan- Used to advertise in an entire state or province National plan- Used to advertise in several regions or an entire country

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

Blank 1: brand Blank 2: development Blank 3: index

A form of out-of-home advertising that Jay Conrad Levinson defines as achieving conventional goals through unconventional methods is known as ____ ____ (Enter one word in each blank)

Blank 1: guerrilla or guerilla Blank 2: marketing

_____ advertising is a type of out-of-home advertising that is attracting marketers, despite its controversial nature, because its audience cannot easily avoid exposure to video advertisements in this medium.

Cinema

_____ are the most important assets of a company, and are the key focus of a house list in direct-mail advertising.

Customers

_____ falls somewhere between a minimum level that achieves message awareness and a maximum level that results in overexposure.

Effective frequency

When buying transit advertising, advertisers can only choose between a full showing or a quarter showing.

False. In the context of a full showing, space may also be purchased as a half or quarter showing.

True or false: The largest bulletin structures work best in low traffic areas, especially for short-term use.

False. Large bulletin structures work best with heavy traffic and good visibility, especially for long-term use.

True or false: Media people use the term continuity to express the number of times the same individual or household is exposed to a message in a specified time span.

False. To express the number of times the same person or household is exposed to a message in a specified time span, media planners and buyers use the term frequency.

_____ are typically used by media planners to define their target audiences.

Geodemographic classifications

The _____ of 1965 was enacted in response to citizen complaints about the impact of outdoor advertising on the environment and created the legal framework governing outdoor advertising along the interstate and most highways.

Highway Beautification Act

_____ are a type of direct-mail lists that are lists of people who reply to direct-mail pieces from other companies, which have related products or services.

Mail-response lists

_____ gives advertisers an opportunity to deliver their messages to millions of consumers in the mood to shop, while they are in a place they can shop.

Mall advertising

A(n) _____ advertising response curve signifies that there are upper and lower thresholds for frequency beyond which response levels are minimal or declining.

S-shaped

_____ are enormous electronic signs that use color and movement to get attention in busy areas.

Spectaculars

Which statement about spectaculars is true?

They are very expensive to produce.

Identify a feature of mail-response lists.

They can be rented based on various demographic breakdowns.

True or false: The brand development index compares the percentage of a brand's total U.S. sales in an area to the percentage of the total U.S. population in that area.

True. The brand development index compares the percentage of a brand's total U.S. sales in an area to the percentage of the total U.S. population in that area.

Chad opened a mini-museum, which displayed a different kind of exhibit every week. Since he would have to change his ads every week, which form of outdoor advertising would be the most cost-effective in this case?

a digital billboard

While at a football game, Darius saw an ad for a local pizza parlor pop-up on the team's scoreboard. What type of advertising is being used in this example?

a digital sign

A possible exposure of an advertising message to a single audience member is referred to as _____.

advertising impression

Developing a media plan is similar to developing a(n) _____.

advertising plan

In the context of promotional products, imprinted promotional products that are distributed for free are known as _____.

advertising specialties

Compared to traditional billboards, digital billboards _______.

are much less expensive

In the context of media objectives, _____ define the types of people the advertiser wants to reach.

audience objectives

The use of digital imagery to project 3-D images in public spaces is referred to as outdoor

augmented reality

New firms find that ______ is effective as their first form of advertising.

direct mail

A standard structure of outdoor advertising is the ______.

bulletin

Advertisers find that large _____ work best where traffic is heavy and visibility is good.

bulletin structures

A form of out-of-home advertising that includes on-screen advertising, commercials being shown before movie previews, concession-based promotions, and lobby-based videos is _____ advertising.

cinema

The category development index is used to ______.

determine the strength of a whole product category

Augmented reality relies on _____ to create 3-D experiences where potential consumers have incredibly immersive experiences in public spaces.

digital imaging and projections

A business that wants to generate orders or leads for its sales force, would most likely use which form of advertising?

direct mail

The intensity of a media schedule is measured by _____, based on repeated exposures to the medium or the program.

frequency

A _____ in transit advertising indicates that one card will appear in each vehicle in the system.

full showing

Sophisticated _____ that give the exact geographical location of specific boards using satellite technology are used by outdoor advertising companies.

global positioning systems (GPS)

Planners calculate _____ by multiplying a medium's total audience size by the number of times that an advertising message is used during the period.

gross impressions

Similar to how gross impressions are determined, the message weight of a particular advertising schedule can be calculated by adding the ratings of several media vehicles. This is expressed as _____.

gross rating points

The form of marketing that is also known as stealth, buzz, ambush, street, or viral marketing is _____ marketing.

guerrilla

A(n) _____ is a type of direct-mail list that is a company's database of all its customers from past to present, as well as potential future customers.

house list

Once consumers understand reason-why messages, what type of exposure will suffice to be effective?

irregularly pulsed exposures

A true statement about reach as a media objective is that it _____.

is the number of different people who have an opportunity to view an advertisement

Programmatic advertising methods, whereby advertisers bid on audiences for digital out-of-home advertising, is an advantage to advertisers because

it gives advertisers an assurance that they are paying efficient rates for their message

If a store only serves a single town, a media planner will implement a _____ plan for advertising.

local

The vast majority of billboard advertisers are ______.

locally owned businesses

In outdoor advertising, like real estate, _____ is everything.

location

In a direct-mail package, the _____ refers to the reward or incentive that motivates prospects to immediately respond to the mail by addressing their needs.

offer

An advertising impression is also referred to as a(n) _____.

opportunity to see

Promotional products that are more valuable than typical promotional products and usually bear no advertising message are called _____.

premiums

A brand development index under 100 and a category development index over 100 indicate that a _____.

product category has high potential, but the brand is not selling well

Useful or decorative articles of merchandise that are usually imprinted with a company's logo, brand, or message, which are used in marketing communications programs are called _____.

promotional products

The market-to-market rates of locations vary considerably because of variations in _____.

property prices

Advertisers that want more market saturation should _____.

purchase better locations

Scientifically located structures are used to deliver an advertiser's message to markets around the world through _____.

standardized out-of-home advertising

The term effective reach is used to describe the _____.

quality of exposure to a medium

The ____ refers to the percentage of homes exposed to an advertising medium.

rating

When measuring an audience's size, radio and TV most commonly use the ______, which is the percentage of homes or individuals exposed to an advertising medium.

rating

The number of unique people or households exposed to a medium during a given period of time is referred to as ______.

reach

When determining the number of readers per copy of print media, firms take into account the pass-along rate, which is a measure of the number of people who _____.

read a copy at a newsstand without buying it

In the context of buying transit advertising, a showing is also known as a _____.

run

The most common form of direct mail is the ____ letter.

sales

Large advertisers compensate for the drawback of direct-mail pieces being perceived as junk mail by _____.

sending mails to qualified prospects

The recommended maximum number of words for outdoor copy is _____.

seven

The unit of purchase for transit advertising is a(n) _____.

showing

In outdoor advertising, a message will appear in enough places to provide a daily exposure that is theoretically equal to _____, when 100 gross rating points are bought.

the market's total population

Michael Naples claimed that in order to avoid crossing thresholds of frequency beyond which audience response declines, advertisers ought to maintain an average frequency of _____ over a four-week period.

three

The _____ of a print media vehicle is determined by multiplying the number of subscribers with the estimated number of readers per copy.

total audience

Raoul wants to advertise his restaurant in the busiest part of his city, but he cannot afford the exorbitantly priced billboards there. What form of advertising would inexpensively deliver his message to the busiest part of the city?

transit advertisements

New technology such as global positioning systems has helped advertisers _____.

verify the value of an advertisement's location

Unlike sales letters, e-mails are often perceived as spam if they are not part of a(n) _____ campaign.

viral marketing