Advertising and Media Strategy Final
Every time a text ad shows up on Google Search result page, the advertiser pays Google the cost of the bid it placed for the keyword(s).
False
In order for a text ad to show up as the top most ad in a search engine result page, the advertiser must place the highest bid among all advertisers.
False
If Coca-Cola wants to place commercials on USA network to target the national audience, from whom they buy air time?
USA network national headquarter
One of the presenters, Sonya Matejko, Communications Manager of Situation Interactive is a 2013 graduate from ___ .
University of Florida
The ABC broadcast network affiliated station based in Pensacola is
WEAR
If the Grand Marlin restaurant on Pensacola Beach wants to place commercials on NBC to target audience in Pensacola, from whom should the restaurant buy air time?
WPMI
About programmatic media buying, which statement is NOT true?
Websites, or publishers are the buyers in the programmatic media buying/selling process.
According to Mr. Bryan Fetherstonhaugh, Worldwide Chief Talent Officer of the Ogilvy Group, an ideal career should have the following component(s) except ___.
Well paid
SpotTV
When national advertisers buy from local stations (broadcast network affiliates), or local cable providers, the practice is called spot television or spot buys.
Commercials we see from a broadcast network may come from the following except
a local cable provider
The table shows the Pensacola Bella magazine's rate card. What's the price of one ad if an advertiser wants to place one 1/2 page ad?
$1,100
The table shows the Pensacola Bella magazine's rate card. What's the price of one ad if an advertiser wants to place two 1/2 page ad?
$1,100
If an advertiser wants to place eight 1/6 page ads, what's the formula to calculate the total cost of eight ads?
$275 x 8
The table shows the Pensacola Bella magazine's rate card. What's the price of one ad if an advertiser wants to place three 1/2 page ad?
$800
Continuity "straight through"
-Pattern is continuous and even -Small gaps are OK, if consistent -Works as a reminder - always out there -Covers entire purchase cycle (when people are buying and not buying) -Discounts in media buys
Pulsing (= continuity + Flighting) "combo"
-Pattern merges continuity and flighting•Best of both techniques -Continuous with heavy-up periods •Best for products sold year round that deal with competitive pressures and sales fluctuations
Flighting "bursting"
-Patterns is intermittent, gaps with no ads -Timing of flights tied to sales patterns -Good strategy when budget does not allow continuity -Little waste of media dollar Disadvantage: •Effects wear out over the hiatus between flights •Leave "holes" for competitors
If you choose to be charged for impressions, the minimum daily budget for a Facebook campaign is $____.
1
TV clutter is contributed by
1. Expanded air time for commercials (=shortened time for programcontent) There are 15.5 to 16 minutes of nonprogram material/hour in prime time on the broadcast and cable networks. Daytime television has substantially more nonprogram material. 2. Shorter commercials•1980, 95% were 30 sec ads•2008, >40% were 15 sec or lessResult： 3. More commercials
Local stations (local affiliates) that contract to carry network programming.
3 WEAR/ABC Pensacola 5 WKRG/CBS Mobile 10 WALA/FOX Mobile 11 WPMI/NBC Mobile
In Pensacola from Monday to Saturday, television prime time is
7 to 10 p.m.
Regarding Facebook advertising, which statement is correct?
A company's Facebook page has to be created through a personal Facebook account.
Which one of the following statements best describes the place of media planning in the Integrated Marketing Communications process?
A media plan should work together with other aspects of marketing communications.
Which one of the following is an example of earned media for the University of West Florida?
A tweet by a UWF student (from his twitter account) about the winning of UWF's football team.
Native Advertising
A type of disguised advertising, usually online, that matches the form and function of the platform in which it appears. •Native advertising appears in both social networks (Facebook, Twitter) and online publishers (e.g., cnn.com, newyorktimes.com). •The concept is similar to infomercials on TV, and advertorials in magazines/newspapers— Ads appear to be editorial content.
The "Big Four" broadcast television networks include
ABC, NBC, CBS and Fox.
According to the Interactive Advertising Bureau (IAB), what are the four types of digital advertising?
According to the Interactive Advertising Bureau (IAB), what are the four types of digital advertising?
Factors that contribute to commercial clutters on television include the following except
Advertisers use similar message appeals in their commercials.
Types of TV Programs
Broadcast Network original programming CableNetwork original programming Syndicated TV programs (TV syndication) Spot TV (programs produced by broadcast networks' local affiliates)
If an advertiser wants to target people driving on interstate or expressway, which billboard format is the best?
Bulletin
Cable TV
Came to existence in the 1940s; •Fast development in 1970s; HBO is the first paid cable channel. •Cable network programming can be transmitted through both cables and satellites. •Most don't have local affiliates.
For newspaper advertising size, what are the units of measurement for width and height respectively?
Column and inch
For local free magazines such as the ones you find at the UWF Commons, what is used to estimate the number of readers?
Copies distributed by the magazine
In today's media environment, which one of the statements best describes the relationship between the creative strategy & media strategy?
Depending on the situation, the media strategy may be created side-by-side with the creative strategy, before or after the creative strategy.
DMA
Depending on the year, Mobile-Pensacola (Ft. Walton) DMA ranks between57th to 59th among the 210 markets.
Since 2016, which one of the following media classes generates the largest amount of advertising spending?
Digital
What are the three basic components of a Google AdWords text ad?
Display URL (sometimes with phone number), headline, and description text
Among paid, owned and earned media, which one do advertisers have the least control over?
Earned
Among paid, owned and earned media, which one has the best credibility among consumers?
Earned
If a space heater brand only advertises in the cold winter months of the year, what type of media scheduling is it called?
Flighting
In media planning, what is the flowchart that contains information of media classes, media vehicles, scheduling, GRPs and cost of a campaign called?
Gantt Chart
About magazine advertising rates, which one of the following statements is correct?
If everything else is equal, the 2nd cover ads are more expensive than the 4th cover ads.
Regarding the geographic market an advertiser should choose to advertise and budget distribution, which statement is true?
If they want to expand their sales territory, they should also advertise where its products are not distributed.
About Geopath rating, which statement is correct?
It counts people who actually see an OOH ad in its calculation.
Advantages of television as an advertising medium include the following except
It is a good way to reach high-income audience.
Which one of the following is a strength of magazine advertising?
It is targeted because audience profile is pre-selected by the editorial content of magazine.
Which one of the following statements is the best description of spot advertising?
It is the local advertising air time purchased by national advertisers.
Which one of the following social media platforms is best for business-to-business interaction?
The following table shows the sales of a lip stick brand in four markets. Based on the sales number alone, which one of the four markets should receive extra media weight first?
Market C
The following table shows the BDI and CDI of a frozen dinner brand in five markets in the country. Based on the principles you learned on how to select markets to place extra media weight, which one of the five markets should be chosen first?
Market E
Which Designated Market Area (DMA) does Pensacola belong to?
Mobile Pensacola (Fort Walton)
The O & O (Owned-and-Operated) stations of the networks.
New York LA Chicago Philadelphia Dallas-Ft. Worth
Which one of the following is a media class?
Newspaper
About digital billboards, which statement is NOT correct?
Typically, there are 10 ads on each board.
If a soap brand advertises throughout the year, and places more media weight in summer months when people tend to take shower more often, what type of media scheduling is it called?
Pulsing
Which one of the following is the most accurate reflection of how many people read a magazine?
Readership number
If Snapple Iced Tea has a brand development index (BDI) of 115 in St. Louis market, what is the most precise way to interpret the index number in everyday language?
Sales of Snapple Iced Tea in St. Louis market is 15 percent above what would be expected given the population in the area.
Off-network syndication:
Syndicated programs that have been previously aired by a major network.
About sales, Brand Development Index (BDI) and Category Development Index (CDI) data, which statement is NOT correct?
The data are available to both national advertisers and small local businesses.
Media planning is about which aspect of advertising?
The delivery of the advertising message
Paid Media
The media you pay to buy advertising time or space such as TV, radio, magazine, newspaper, OOH or the Internet. advantage: the advertiser controls the content; can reach consumers who are not actively searching for or seeking to connect with the brand.Disadvantage: relatively expensive; less credible than earned media.
About organic listing on a search engine result page, which statement is NOT correct?
They are always listed at the top of the search engine result page.
It is possible that your actual campaign spending at the end of a Facebook campaign is less than the budget you set up in Facebook Ads Manager.
True
In television programming, a lead-in is (are)
a program placed before another program.
Media buys can be placed by which ones of the following except _____
a sales representative of a TV station
In the business of media, the ultimate buyers of advertising media (who pay to receive advertising time and space) are _____
advertisers.
A broadcast TV network is made up of
local affiliates and Owned & Operated stations
Owned Media
media channels at the company's disposal, such as the company's official website, company newsletter, company Facebook page, twitter account or YouTube channel. Advantage: free to the advertiser; advertisers have total controlDisadvantage: less credible than earned media.
Organic listing
no ad
First-run syndication:
programs specifically made for syndication.
The majority of commercial TV channels and magazines make profit through _____
selling advertising time and space.
Earned Media
the press and the public talk about your brand/product through traditional or social media, such as a news article talking about your brand, or a Facebook mention. Advertisers didn't pay to get these mentions, they "earned" them. Advantage: free to the advertiser; has greater credibility and influence with consumers than paid & owned mediaDisadvantage: advertisers have little control over what consumers or the press will say (can be positive or negative).
Spot Advertising (Local Spot)
•Ads placed by local businesses (local restaurants, car dealers banks...). •Ads placed by local franchise outlets of national companies (e.g., Pizza Hut, Whataburger, State Farm...). •Their ads are only broadcast in the area where the business is located (DMA).
Factors Affecting Paid Ranking
•Bid a higher price and improve the rank your ads •Other factors: 1.Landing page quality (if a page that sells facial cream is linked to ) 2.Ad relevance (to the key words) 3.Ad format: text ads with extensions (physical address, phone number...) are ranked higher than those without everything else being equal.
Syndicated TV Programming
•Definition: Programs produced by syndication companies, or off network shows that are owned by syndication companies. •Many broadcast networks have their own syndication companies.
If an advertiser wants to place its commercials on a cable channel, who should the advertiser contact?
•NATIONAL AUDIENCE: the ad sales department of a cable channel headquarter e.g., USA, ESPN, BET, MTV... •LOCAL AUDEINCE: The advertising sales department of local cable providers e.g., Comcast Spotlight (Comcast Cable), Cox Media (Cox Communication), Mediacom, or Time Warner Cable
Facebook Ad Placements
•NewsFeed•RightColumn •Instant Articles(within the Facebook mobile app and Messenger) •In-StreamVideo •BetweenSuggestedVideo
Syndicated TV Programming
•Syndicated programs can be purchased and aired by both cablenetworksand broadcast networks. •Syndication companies normally try to sell their programs to at least one network affiliated station in each market (DMA).
Types of Scheduling
①Continuity ②Flighting ③Pulsing
