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mkt quiz 3
Terms in this set (77)
What is the difference between an agency of record and a media buying service?
The media-buying service buys up large blocks of media time and space and resells it to advertisers while the agency of record service is chosen by an advertiser to purchase time and space for them.
Through social networking sites, consumers can now talk to other consumers about the stuff that they like to talk about including brands and products which affords those brands a new media outlet where they can get involved in the conversation.
the number of times a target audience needs to be exposed to a message before the advertisers objectives are met is know as
________ is used to compare the relative efficiency of two media choices within a media class or between media classes
cost per thousand
a commercial appears during a yankees game. the tv program in question is known as a
Abercrombie & Fitch ads will not appear in People magazine even though many of their target audience read the magazine for fear that the brand might appear to be too "wholesome." The brand managers are concerned with ________ .
During the "upfront" ritual when television networks reveal their fall schedule and pre-sell advertising, about 25 percent of prime-time television advertising is purchased, leaving 75 percent to be purchased during the season
a reason that media globalization is one of the major changes advertisers and advertising agencies have to address is
national borders do not exist for contemporary media
a media mix includes strategy, objectives, media choices, and a media schedule for placing a message
If an advertisement placed on the tv program American idol is watched at least once by 12% of the advertisers target audience, then the message weight is said to be 12%
Above the Line Includes: desirable retail shelving, in-store promotions, coupons and events for consumer package goods companies
coke has decided to run 3 ads every night during prime-time network tv. in regards to their decision, coke is running a ---- scheduling alternative
the single biggest change in the media world is the flood of "free" media content
branded entertainment has been around for quite some time with its original located in the 1920s and 1930s, and escalating in the 1980s
satellite radio offers advertisers a wonderful opportunity to reach a variety of audiences who have very specific tastes and lifestyle interests
during a 15-min period WKSS averaged 12% of total radio audience in it listening area. this is a measure of
average quarter-hour share
when an advertiser agrees to pay for the production of a tv program and for most of the advertising that appears in the program, it is known as what type of buying procedure that must be measured?
event sponsorship is below the line, is below the line so it needs to be measured
one advantage of newspapers that is still evident is that there are still readers who are loyal and interested, many of them purchasing newspapers just to see what is on sale
One of the greatest advantages for magazine advertising is that the long lead times allow advertisers to plan their campaigns months in advance of the actual display of the ad so that all the kinks can be worked out.
one disadvantage of newspapers:
more wasteful than digital
spot advertising provides national advertisers with the opportunity to adjust advertising different messages for different marketers
first-run syndication refers to programs like star trek that were specifically developed for syndication
Which category of radio transmission could be hurt by a recent court ruling that will allow them to prevent certain applications from "hogging capacity?"
absolut vodka has decided to increase its advertising exposure by promoting its new line of vodka on the inside back cover of mens magazines. the is known as the ---
third cover page
since the 19702, readership and newspapers across the US has declined from almost 80% of adults to about 30% of adults
of approx. 110mil households in america that have tvs, about 78% of them have a tv show on during the prime-time hours on monday evening. the 78% is known as
households using televisions
while waiting for her airplane to arrive at the terminal gate, a customer sits in the lounge and watches the news anchor on CNN airport network. she is most likely watch the program via
This era of social media is an exciting opportunity for advertisers, especially considering that a given individual, on average, will interact with the sites. The related measurement in digital advertising is known as a ________ .
An interstitial, or "splash screen," appears on a site after a page has been requested but before it has loaded. What is this a type of?
pop up ads
an issue marketers need to be aware of is click fraud which is
clicking in internet ads solely to generate illegitimate revenue from a website carrying an ad
negative comments from a blogger spread much faster and more extensively than positive comments
_ is a research firm that specializes in providing data on Internet radio broadcasts including cell phone penetration of radio listening behavior.
A gateway to a group of Internet storefronts that provide access by simply clicking on a category of store is known as a virtual world or, more popularly, as Second Life.f
Advertisers are not focusing all that much on paid search and are only spending about $150 million a year on advertising via paid search.
A collection of images, videos, and other digital content that is embedded into music or media, such as the goats on Taylor Swift music videos is called a ________ .
given the personal use nature of the internet and email, they do not fall into the digital/interactive media category
One of the advantages that accompany advertising on the Internet is the ability of advertisers to see how users interact with and respond to their brands.
Advanta Pro, a health supplement, decided that the Internet will be the company's medium of choice. The Internet can change its campaign as quickly as it can change the website, it can provide as much information as possible, and it allows consumers to access their information 24/7/365. Advanta Pro has chosen the Internet because of its ________ .
deliver-ability, flexibility, and reach
Copywriters and art directors function as partners and form what is referred to as the ______________.
"Be All That You Can Be in the Army" is an example of a headline designed to achieve prospect selection.
The term creative team refers to all the copywriters and art directors responsible for the creation and approval of advertisements.
The most straightforward illustration in a print ad is one that _____.
communicates brand features or benefits
One of the main reasons that an online audience has a significantly different meaning than it does in traditional one-way media is that:
audience members often seek out the ads or other online IBP material
Research shows that when using music in a radio commercial, the advertiser should use a music format different from the station's format to avoid blending in with the regular programming.
An advertisement for a tennis resort features the headline "Tennis time is fun." This is a headline that has the purpose of ____.
establishing an emotion
7-Up decides to show just a can of 7-Up in its print ad; this is a type of illustration format.
With respect to television production, which of the following is inappropriate?
emphasize the audio
Which principle of design element is intended to ensure that the elements of an advertisement are tied together and appear to be related?
A slice-of-life ad will most likely, with its illustrations, attempt to do what?
create the desired social context for the brand
One reason that television is such an effective medium is that there is the opportunity to present one message with the video and a second message with the audio.
Once developed by the producer of a television commercial, a production timetable is set in stone and cannot be violated.
Evaluative copy research is often used to judge copy at the early stages of copy creation by providing audience interpretations and reactions to proposed copy.
Sex appeal ads promote higher levels of attention as well as higher levels of arousal.
Using repetition, jingles and slogans, and even point-of-purchase branding, the goal being promoting brand recall is to do just that—promote brand recall—and as such, it incorporates some of the simplest techniques to embed a brand in individual memory.
One of the strategic implications of transformational advertising is that all constituents welcome the manipulation of the experience.
In what way are humor ads generally different from other feel good ads?
Funny ads are usually great entertainment but may often be pretty bad business investments.
A recent advertisement for Pampers shows babies sleeping peacefully in their beds while a woman sings "Silent Night" as a voice-over. At the end, the words "peace on earth" appear followed by the Pampers brand logo. This is an excellent example of which message objective?
transform the consumption experience
Advertisers have long known that when they place their brand in the right social setting, their brand takes on some of the characteristics of its surroundings. As such, in ________ , the social setting and the brand rub off on each other.
Some brands, like Virginia Slims and Marlboro, have been able to find a point where the social fabric is frayed in some fashion and become the unofficially sanctioned brand of that particular counter-culture.
With anxiety inducing advertising messages, there is no chance that the consumer can be overwhelmed by too much anxiety.
One of the strategic implications of reason why, hard sell, and comparison ads is that they give the consumer permission to buy.
f the following ad types, which one may result in a low level of memorability because of the interference at the time of exposure to the ad?
sex appeal ads
what is the simplest goal of advertising?
promote brand recall
Commercials featuring Vince Shlomi, a famous television pitchman, showing how a Slap Chop and a Shamwow can help consumers with a variety of in-home tasks are known as ________ .
In ads for the new Mercedes luxury automobile, they feature the fact that the headlights can actually illuminate around corners. This type of ad attempts to link a key attribute to the brand name.
Of the following, which type of ads are not for established market leaders?
a. USP ads
b. Hard-sell ads
c. Reason-why ads
d. Comparison ads
d. comparison ads
Of the following, which statement is untrue concerning the strategic implications of product placement?
It could be very effective for high involvement categories.
Which of following cannot be said about teams?
it brings the demise of individualism
Creativity is the ability to consider and hold together seemingly inconsistent elements and forces, making a new connection.
Among the seven key elements for manufacturing hoopla is that people like stuff that they can use and not ignore and dispose of as fast as possible. This is known as ________ .
When developing a creative team, you will want to make sure that you empower the team and the individuals in that team to have sole responsibility for performance outcomes.
n writing our creative brief, which question do we answer so that we can connect target and brand in the most compelling way
who are we talking to?
A good skill that an account executive should have to help manage and promote creativity in its creative team is to:
Develop and coordinate the collaboration within the creative team.
Which of the following is NOT a way that creativity contributes to advertising?
a. It helps get the consumer's attention.
b. It helps engage the consumer emotionally.
c. It helps break through the clutter and get remembered.
d. It helps to limit conflict in the creative team.
it helps to limit conflict in the creative team
All seven of the great creators in the Harold Gardner book, Creating Minds, had one great ability in common:
they all saw the world as a child does
According to Robert Sternberg, a Yale psychologist, it is impossible to be creative without adequate knowledge.
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