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Intro to Advertising Exam 2 Review

Terms in this set (24)

Media Measurement Includes
Reach, Frequency, CPM, Coverage, Exposure, Weighting, Fighting, Continuity, Pulsing, Pass-Along, Etc.
Weighting, Fighting, Continuity, Pulsing, Pass-Along, Frequency, Reach, CPM Coverage, Etc.
Media Measurement Includes (Different Order)
Different Sizes of Publications Include
Gatefold, Bleed, Full Page, Over-Run, Etc.
Over-Run, Full Page, Bleed, Gatefold, Etc.
Different sizes of publications include (different order)
Methods for Budgeting Include
Percentage of Sales, Margin, Competitive Parity, Etc.
Margin, Competitive Parity, Percentage of Sales
Methods for Budgeting Include (different order)
Simple Calculations for Understanding Media Include
Index, DMA, Ratings, Audience Share, Etc.
Ratings, Index, Audience Share, DMA, Etc.
Simple Calculations for Understanding Media Include (different order)
A company that manufactures paintball equipment might prefer to advertise in specialized publications rather than newspapers due to
The greater audience selectivity of specialized publications.
One of the main advantages of using magazines as an advertising medium is their selectivity, or
Ability to reach a specific target audience.
An airline company set the following objective for its new advertising campaign: "To increase the percentage of consumers who use our fares are lower than the competitors' to 75 percent over the next six months." Using the criteria outlined by the DAGMAR approach to setting objectives, identify what is wrong wtih this objective.
It does not contain a benchmark starting point and the degree of change sought.
Colley (DAGMAR) argued that advertising objectives should be stated in terms of
Concrete and measurable communications tasks, specify a target audience, indicate a benchmark starting point and degree of change sought, and specify a time period for accomplishing the objectives.
Concrete and measurable communications tasks, specify a target audience, indicate a benchmark starting point and the degree of change sought, and specify a time period for accomplishing the objectives.
Colley (DAGMAR) argued that advertising objectives should be stated in terms of (flipped)
The objective of "to increase the percentage of consumers who know our fares are lower than the competitors' to 75 percent over the next six months" does not contain
A benchmark starting point and the degree of change sought.
If 60 million households watch Sports Story, a half-hour sports news program, and there are 300 million households in the United States, the national rating for Sports Story is (number)
20 percent
The program rating is calculated by
Dividing the number of households tuned to a particular show by the total number of households in the area.
60 million households watch a show, 300 million households in the nation, the national rating = (equation and number)
60 million/300 million = 20%
Employs a One-Step Approach to Direct Marketing
An infomercial for workout equipment urging viewers to phone a toll-free number to place an order immediately.
In the one-step approach, a medium
Is used directly to obtain an order.
TV commercials for products like wrench sets, workout equipment, or magazine subscriptions urge viewers to phone a
Toll-free number to place an order immediately and are a one-step approach to direct marketing
The initial stages at the base of the communications effects pyramid are
Easier to accomplish than those toward the top.
The later stages, at the top of the communications effects pyramid, are
Harder to accomplish than those toward the bottom.
Trial and Repurchase or Regular Use are all towards the top of
The Communications effects pyramid and are hard to achieve than those towards the bottom.
The percentage of prospective customers will decline as they move
Up the top of the (communications effects) pyramid (or down the funnel)
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