question

CH7

answer

Connect HW

question

CH7-1 During which stage of the marketing esearch process is secondary data frequently used?

answer

Informal Research Def: The second step in the research process, designed to explore a problem by reviewing secondary data and interviewing a few key people with the most information to share. Also called exploratory research.

question

CH7-2 Though ____. a prestesting method, researchers can elict a full range of responses from people and thereby infer how well advertising messages convey key copy points.

answer

Direct questioning

question

CH7-3 A researcher from marketing research agency conducted a study on the food handling practices of an eatery. He discovered that the cooks used the same washcloth to wipe their hands as well as the counter. In addition, he found them tasting the food using their fingers. He determined that strict monitoring was needed to make sure that the cooks complied with sanitary regulations. Which of the following techniques did the researcher use?

answer

Observation Def: A method of research used when researchers actually monitor people's actions.

question

CH7-4 A(n)____, A post-testing technique, is used to measure a campaign's effectiveness in creating a favorable image for a company, its brand, or its products.

answer

Attitude Test

question

CH7-5 The techniques used during ___, a category of IMC research, are portfolio tests, storyboard tests, consumer juries, matched samples, mechanical devices, and psychological rating scales.

answer

Message pretesting

question

CH7-6 According to the marketing research process, what should researchers do immediately after completing informal research?

answer

They should establish their research objectives.

question

CH7-7 Advertisers use ___ to unearth people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives.

answer

Projective techniques

question

CH7-8 Investigators use ____ to encourage consumers to openly discuss their thoughts and feelings in response to questions from an interviewer.

answer

Qualitative research

question

CH7-9 When advertising is the dominant element or the only variable in the company's marketing plan. ____ tests are a useful measure of advertising effectiveness.

answer

Sales

question

CH7-10 In the context of marketing research, what is meant by an experiment?

answer

It is a scientific investigation in which a researcher randomly assigns different consumers to two or more messages or stimuli.

question

CH8

answer

Connect HW

question

CH8-1 The "Bundle of Values" the advertiser presents to the consumer is referred to as the ____.

answer

Product Concept

question

CH8-2 According to the IMC pyramid, comprehension involves:

answer

Communicating enough information about a product so that some aware consumers recognize its purpose, image, or position.

question

CH8-3 _____ refer(s) to the place a brand occupies competitively in the minds of consumers.

answer

Positioning

question

CH8-4 As an element of creative strategy, the _____ are all the vehicles that might transmit the marketer's message.

answer

communications media

question

CH8-5 Matching

answer

need to add photo of this

question

CH8-6 Which of the following refers to sales-target objectives?

answer

They are goals related to increasing or maintaining sales volume and market share.

question

CH8-7 The _____ method of developing an IMC budget has three steps: defining objectives, determining strategy, and estimating costs.

answer

budget buildup

question

CH8-8 In terms of bottom-up marketing, a _____ refers to a specific action for helping to accomplish a marketing strategy.

answer

Tactic

question

CH8-9 A(n) _____ is a document that serves as a guide for the present and future marketing activities of an organization.

answer

marketing plan

question

CH8-10 A(n) _____ refers to a short description of an organization's purpose and philosophy.

answer

mission statement

question

CH 9

answer

Connect HW

question

CH 9-1 An important influence on the _____ element of the mix is how well a medium works with the style or mood of the particular message.

answer

Media

question

CH 9-2 A(n) _____ is the total number of people or households exposed to a medium.

answer

Audience

question

CH 9-3 _____, one of the elements of the media mix, refers to the various targets of a media plan: trade and consumer audiences; global, national, or regional audiences; ethnic and socioeconomic groups; or other stakeholders.

answer

Markets

question

CH 9-4 The advertising response curve indicates that:

answer

incremental response to advertising actually diminishes with repeated exposures.

question

CH 9-5 The _____ indicates the sales potential of a particular brand in a specific market area.

answer

brand development index

question

CH 9-6 The _____ defines the market need and the company's sales objectives and details strategies for attaining those objectives.

answer

Top-down marketing plan

question

CH 9-7 The _____, or potential exposures, possible in a medium is arrived at by multiplying the medium's total audience size by the number of times an advertising message is used during the period.

answer

gross impressions

question

CH 9-8 In terms of media objectives, _____ define where, when, and how often advertising should appear.

answer

distribution objectives

question

CH 9-9 _____ translate(s) the advertising strategy into goals that media can accomplish. They have two major components: audience objectives and message-distribution objectives.

answer

Media objectives

question

CH 9-10 _____ refers to the duration of an advertising message or campaign over a given period of time.

answer

Continuity

question

CH 13

answer

Connect HW

question

CH 13-1 Which of the following is an advantage of magazine advertising?

answer

Permanence gives the reader time to appraise ads in detail.

question

CH 13-2 Which of the following is true of weekly newspapers?

answer

They emphasize local news and advertising.

question

CH 13-3 Which of the following is an example of an innovation in magazine advertising?

answer

Pop-up ads

question

CH 13-4 On the basis of physical size, the two basic newspaper formats are:

answer

Standard size and tabloid.

question

CH 13-5 On the basis of physical size, the two basic newspaper formats are:

answer

standard size and tabloid.

question

CH 13-6 In terms of newspaper advertising rates, a(n) _____ means that no discounts are allowed.

answer

Flat rate

question

CH 13-7 In newspaper advertising, _____ advertising includes copy, illustrations or photos, headlines, coupons, and other visual components.

answer

display

question

CH 13-8 Which of the following is true of the Newspaper Association of America? -It controls the use of reading notices in national newspapers.

answer

It launched a one-order, one-bill system for national advertising.

question

CH 13-9 The guaranteed circulation of a magazine refers to the:

answer

number of copies that the publisher expects to circulate.

question

CH 13-10 Which of the following statements explains why some advertisers are reluctant to use magazines as an advertising medium?

answer

Magazines cannot deliver high frequency.

question

CH 14

answer

Connect HW

question

CH 14-1 Which of the following types of TV advertising did Ross Perot popularize?

answer

Program-length advertisement

question

CH 14-2 Which of the following is true of infomercials?

answer

They combine the power of advertising, direct response, and sales promotion.

question

CH 14-3 Which of the following is true about the use of television in IMC?

answer

Television's high visibility forces the sponsor to create ads that consistently reinforce a brand's strategic position.

question

CH 14-4 In radio advertising, a(n) _____ guarantees a certain percentage of spots in the better dayparts if the advertiser buys a total package of time.

answer

total audience plan package

question

CH 14-5 To promote its autumn sale, Polka Inc., an apparel store in Alabama, bought advertising time during a program known as Top 50 Hits that was broadcast at 9:00 P.M. (EST). In terms of dayparts, this time period is known as _____.

answer

prime time

question

CH 14-6 Which of the following is true of national spot announcements?

answer

They run in clusters between programs.

question

CH 14-7 The first step in preparing a radio schedule is to:

answer

Identify stations with the greatest concentration of the advertiser's target audience by demographics.

question

CH 14-8 Which of the following is true of radio programming?

answer

When buying radio time, advertisers usually buy the station's format, not its programs.

question

CH 14-9 A locally produced morning television show is viewed by 4,000 homes whereas 24,000 households have TV sets. What is the program rating of the show?

answer

16.7%

question

CH 14-10 The advantage of cable TV as an advertising medium is:

answer

its ability to offer specialized programming

question

Book Notes

answer

...

question

CH 7: Research is defined as:

answer

Systematic activities for reducing decision uncertainty Can serve developmental (getting to know you) or evaluative needs (is our advertising working?)

question

CH 7: IMC Strategy Reasearch

answer

used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles

question

CH 7: Brand Assest Valuator

answer

measures brands in terms of differentiation, relevance, esteem, and familiarity

question

CH 7: Dominance Concept in Target Audience Selection

answer

researching which markets are most important to product sales and targeting those where it can focus its resources to achieve promotion dominance typically employed with a new product

question

WSJ

answer

...

question

WSJ: In what country did home improvement positively impact their economy recently?

answer

Germany

question

WSJ: Apple CEO Tim Cook says the new Apple Watch will work for how many hours?

answer

18, even though many investors preferred 24 hours

question

WSJ: Hit song "Blurred Lines" by artists Robin Thicke and Pharrell Williams was ruled an infringement on copyright of "Gota Give it Up" by what artist?

answer

Marvin Gaye the settlement was $7.4 million

question

CH 7: Name two techniques of Qualitative research according to the book:

answer

1. Projective Techniques: asking indirect questions 2. Intensive Techniques: focus groups & in-depth interviews

question

CH 7: Name 3 basic methods of Quantitative Research

answer

1. Observation method: researchers monitor peoples' actions 2. Experimental method: control group & test group 3. Surveys: in person, by mail, phone or internet

question

CH 7: ______ effect is a challenge of pretesting in which consumers are likely to rate the one or two ads that make the best first impression as the highest in all categories.

answer

Halo effect

question

CH 7: _____ is a type of pretest in which videptapes of test commercials are shown to respondents on a one-to-one basis, usually in shopping center locations.

answer

Central Location Test

question

CH 8: IMC's greatest power is in its ________, _______, and _______ effect.

answer

IMC's greatest power is in its CUMULATIVE, LONG-RANGE, and REINFORCEMENT effect.

question

CH 7: ______ is a pretest method in which commercials are grouped with noncompetitive control commercials and shown to prospective customers to measure their effectiveness in gaining attention, increasing brand awareness and comprehension, and causing attitude shifts

answer

Clutter Tests

question

CH 8: All methods of developing an IMC budget rely on these two fallacies:

answer

1. IMC is the result of sales. 2. IMC creates sales.

question

CH 8: Who is Samantha Avivi?

answer

Previous Global Marketing Director at Kimberly-Clark UF Advertising alumni daughter of advertising giant Stan Harris

question

CH 7: _____ is a pretest method designed to elicit a full range of responses to the advertising. It is especially effective for testing alternative advertisments in the early stages of development.

answer

Direct Questioning

question

CH 7: Name 4 types of posttesting tests.

answer

1. attitude tests 2. recall tests 3. inquiry tests 4. sales tests

question

CH 7: Who was George Gallup?

answer

developed lifelong passion for understanding public opinion worked as head of research and marketing at Young & Rubicam Eventually started his own polling firm He was one of the first to measure the effects of TV commercials GALLUP POLLS

question

CH 8: Name 3 possible methods a company uses to determine how much to spend on an IMC budget.

answer

1. percentage of sales 2. percentage of profit 3. unit of sale 4. competitive parity 5. share of market 6. objective/task methods

question

CH 7: What are Gallup Polls?

answer

opininion polls used to make predictions about future events like the outcome of a presidential election

question

CH 7: _____ ______ are in the same product category but are different brands. Example: Coke & Pepsi, both sodas.

answer

Direct Competitors

question

CH 7: ______ _______ anything that is not in the same product category but that satifies the same problem. Example: Coke & Water, both satisfy thirst but are not sodas.

answer

Indirect Competitors

question

Terms:

answer

...

question

DAGMAR

answer

Defining Advertising Goals for Measured Advertising Results: a planning tool for setting communications objectives ~Russell Colley ~Awareness, Comprehension, Conviction and Action

question

CH 13 Equation for CPM

answer

(Venical Cost/Gross impission) x 1000

question

CH 13 Equation for CPRP

answer

venical cost/ program rating

question

WSJ: Who made a takeover bid for Salix Pharmaceuticals

answer

Endo International

question

WSJ: What crop have African Farmers began to put hope in?

answer

Beer making crops

question

WSJ: What disease has infected farms in Arkansas and Missouri?

answer

Avian Flu (bird flu)

question

WSJ: What drink has recently gained federal approval?

answer

Powered Alcohol

question

WSJ: Nadege Vanhee-Cybulski is this firm's first creative director in nearly 20 years who isn't designing elsewhere on the side.

answer

Hermes International headquartered in France

question

WSJ: _____, the largest mall owner in the U.S., launched a $16 billion unsolicited bid for one of its biggest rivals, Macerich Co. As it seeks to gain scale amid an oversupply of retail space and changing habits of U.S. shoppers.

answer

Simon Property Group Inc.

question

WSJ:

answer

...

question

WSJ:

answer

...

question

Behind the ADs CH9 Ken Cervantes VP, Activation Director, Forty-Two Degrees at MediaVest

answer

Page 299

question

Behind the ADs CH 13 Linda Johnson Rice, President and CEO, Johnson Publishing Company

answer

Page 428

question

CH 7 Notes: Advertising Research

answer

Using information to make sensible decisions

question

CH 7 Notes: Research is:

answer

Systematic activities for reducing decision uncertainty (the best friend of an art director and copywriter)

question

CH 7 Notes: Road Warriors Fallon coined the term

answer

traveling business man low budget for hotels watches ESPN and the Weather Channel.

question

CH 7 Notes: IHG (interContinental Hotels group)

answer

Crowne Plaza, Holiday Inn, Candlewood, Hotel Indigo, StayBridge,

question

Behind the ADs CH 14 Joe Uva, CEO, Univision

answer

Page 459

question

Class notes

answer

From lecture

question

Advertising Research (ch7)

answer

Using information to make sensible decisions

question

Consumer Test

answer

Examine several statements Write down

question

Research is:

answer

Systematic activities for reducing decision uncertainty

question

What Fallon Learned

answer

Independent businessmen (own boss pays their own bills) Planned and Financed own travel Planning usually on Sunday or Monday nights Reservations are for wimps! Drive hundreds of miles each week As many as 150 hotels stays a year

question

Types of research

answer

Developmental Research Evaluative research

question

Developmental Methods

answer

one on one interviews 1 topic is sensitive (personal care, health issues) 2 maybe the client is very important (small target) business leaders are busy

question

Developmental & Evaluative

answer

testing some times its called A,B Testing does changing the subject line in an email change the response be different different online ads

question

Evaluative Test

answer

Sales? did the sales increase? or something change like awareness grow?

question

ICE Bucket Challenge

answer

ALS donations 2013 2 million in 2014 100 million

question

Research in Action

answer

Using research to address client needs: Focus groups Consumer surveys (changed the tactic used)

question

Developmental research:

answer

1st step: Secondary research Then: Some focus groups Findings Part 2 Which Media?

question

Persuasion

answer

a symbolic process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free choice

question

Attitudes?

answer

Is an evaluation of something for the first time

question

How are attitudes formed?

answer

Through experience, observations, even genetics?

question

Where do attitudes come from?

answer

In dealing with the world we form beliefs about things

question

Fishbein & Ajzen's Attitude Model

answer

For any individual, beliefs and evaluations are combined

question

How to persuade?

answer

The fishbein and Ajzen model directs us to specific ways of persuading people Changing the strength of a belief Changing an evaluation Adding (or subtracting) a belief (make the table bigger)

question

Persuading

answer

Change strength of a belief

question

Carl Hovland at Yale

answer

Who says what by what means to whom

question

Who - The Source

answer

Persuasive sources are... Experts (Nobel Prize winners) Trustworthy (sometimes expert lies | payoffs) Credible source = both Experts & Trustworthy Attractiveness? aids to persuasion Physically attractive Kate Upton, Tyra Banks Likable Coke polar bears Similar to us reminds us like ourselves

question

Credibility

answer

for issues of fact

question

Attractiveness

answer

for issues of taste

question

Does it matter if one source repeats the message several times or several sources say it once?

answer

Advantage: Several sources

question

What - The Message

answer

Would you allow a Hunger Relief Committee person visit your home? 18% How are you tonight? Would you allow a Hunger Relief Committee person visit your home? 35%

question

One sided message Present argument only in favor of your position Two sided message Give argument against your position, then deflate it

answer

Which is better? One sided - if your audience is with you Two sided - your audience is against you

question

Should you appeal to logic? Appeal to emotions?

answer

Depends upon the audience Logical arguments appeal to better educated, more knowledgeable audiences Emotions to less educated, less knowledgeable (political ads late in campaigns)

question

Cognitive Response Theory

answer

Persuasion-memory problem leads to CRT. Solution: poor memory for an appeal occurs because people counterargue with messages If they succeed in counterarguing, no persuasion If they fail (or are prevented) from counterarguing, persuasion [the message is truly powerful] [distracted]

question

Elaboration likelihood Model ELM

answer

Two routes to persuasion Central route: People pay careful attention to argument strength Peripheral Route: People are swayed by execution elements Music Celebrities

question

Which Route?

answer

Determined by audience member characteristics Central Route if... Person has ability to process Person has motivation to process Stronger and long lasting Convinces people who already care Else Peripheral Route (not easy nor cheap) weak : does not last long, its not supported by anything how cleverly you craft the message

question

Aperture

answer

when people are ready to listen to the message

question

Media planning

answer

Developing a strategy for using media to achieve ad objectives

question

Media Expenditures Today Advertising revenue market share by media - 2013($billions)

answer

Internet - $42.8 Broadcast TV* - $40.1 Cable TV** - $34.4 Newspaper - $18.0 Radio - $16.7 Magazine(consumer) - $13.4 Out of Home - $7.9 Video Game - $.9 Cinema $.8 Sources: IAB/PwC Internet Ad Revenue Report, 2013; PwC

question

Media Buying

answer

is implementing that strategy

question

Vehicle

answer

A specific instance of a medium: broad category (i.e., Time, ESPN.com, The Office)

question

Impressions

answer

Exposure to a (print) Vehicle. the potential/opportunity to see an ad

question

Gross Impressions

answer

Summed exposures to a series of vehicles. just adding over multiple buys G.I. is to compare your buy

question

Ratings

answer

Percent of a group exposed to a vehicle *Ex: 20% of a group watch a showing of Rocky XXXV

question

Reach

answer

A measure of spread What % of our audience saw the message at least once?

question

Frequency

answer

A measure of impact * is the number of times you hear the message repeated Average number of exposures for those exposed at least once Average frequency method GRPs / Reach

question

What is the relationship of reach and frequency?

answer

they are negatively related Frequency (Bombard same people) Reach (Spread message)

question

Emphasize Frequency when

answer

New or unfamiliar product People require reminding (low involvement products)

question

Effective Frequency

answer

It is not a statistic It represents a frequency objective That level of frequency which is assumed necessary to meet the advertiser's communication objectives. (the lowest amount of Freq, is 3 times)

question

Efficiency Statistics

answer

Used to evaluate the cost-effectiveness of media Cost per thousand (CPM) M = 1,000 Cost per rating point (CPRP) (ex: Newsweek, Time, U.S

question

Newspaper Strengths

answer

Relatively credible (even the ads) Reach Local market (most np are community based) Timely (Newness within the last 24hrs)

question

CPM

answer

CPM = Vehicle Cost x 1000 Gross impressions Cost of ad in Time = $200 Impressions = 10,000 CPM = $200/10,000 x 1000 = $20.00

question

CRPR

answer

CPRP = Vehicle Cost Program rating Ad cost = $1000, program rating 15 CPRP = $1000/15 = $66.67 You do not multiply by $1000

question

Newspaper Weaknesses

answer

Selective Focus (not able to pinpoint a focus group for advertisers) Clutter: competing advertising messages (bigger the paper the more ads)

question

Newspaper sizes

answer

Categorizing by physical size Standard or Broadsheet (larger) Gainesville Sun, NY Times Tabloid (smaller) National Enquirer NY Post

question

Types of Newspaper Ads

answer

Display Ads all sizes, every page, 87 percent is local National advertisers charged 60% more Classified Inserts (Sundays) Designed by advertiser, Carried by paper (NP do not print them)

question

Magazine Advantages

answer

Selectivity - Target niche audiences Beautiful ads (richer paper better color) Unmatched permanence National Geographic

question

Magazine Advantages continued

answer

Prestige New Yorker, Fortune, Architectural Digest upscale magazines scrutinizes ads and will not publish just any ad for their viewership Secondary Readership

question

Drawbacks of Magazines

answer

Editorial currency is poor Long ad lead times (up to 3 months) Your ad could become offensive within that time frame Local reach poor Poor Frequency (not useful) Clutter (in top 50 mags, over 50% of pages are ads) is there a limit of pages in a magazine? No they can just print more pages

question

More Drawbacks of Magazines

answer

Circulation is down Especially in newsstands the more valuable magazine buyer is the one time buyer (new buyer) compared to a subscriber

question

Magazine Users

answer

90% of the population reads magazines "occasionally" Secondary readership is high 4.64 readers

question

Magazine Categories

answer

Content General or Consumer (Time, Cosmopolitan, Outdoors) (for entertainment, news, and match their lifestyle) Business (B2B)(largest category) (pollution equipment news) Farm (pork challenger)

question

Prospects?

answer

Circulation Flat Costs increasing Paper Postage Competition from web

question

Radio advantages

answer

Radio is inexpensive (low cost) Inexpensive to buy and to produce Buying the ad and producing the ad is low Radio is Selective better to get your target market

question

More Radio Advantages

answer

Radio is local Radio has the best reach of any medium 99% of homes have radio Radio ads can be created very quickly Radio audience is bigger than TV! (at least between 5am and 5pm) Very flexible (anti-freeze)

question

Radio Drawbacks

answer

No visual channel (biggest drawback!) Short ad Times (5sec - 30sec) hard for people to respond or capture info Clutter Weak nationally (broadcast) Zapping (change to a different channel)

question

Radio Ads

answer

Network advertising (5%) spent on Ad is carried to all network members

question

Sport radio (20%)

answer

National advertiser buys from station does not use a network

question

Local Radio (75%)

answer

Local advertiser buys from station (this is how radio survives Local advertiser buys from station (this is how radio survives) Difference: Who is advertising

question

How much did Sirius XM give Howard stern to move his station to Sirius XM

answer

half a billion dollars

question

All night radio listeners maximizes which of the two Rating, Share or Both.

answer

They maximizes both Rating and Share

question

answer

Dr. Weigold radio career was between 3am-6am

question

Rating (measures in 15min intervals)

answer

station's percentage of all households

question

Share (larger number)

answer

station's percentage of all households using radio (HHUR)

question

Sirius XM

answer

25.6 million subscribers Increasing about 1.3 million per year 70 million cars with Sirius XM * Needs high end talent for their radio programs

question

HD radio

answer

Percent of people interested: <8% Percent w/ HD in car: 2%

question

Television Strengths

answer

Powerful ads Captive audience Broadcast targets unsegmented audience Cable targets segmented audiences Still the glamour medium

question

TV Threats?

answer

Delayed viewing options TIVO Hulu Network sites iTunes

question

Television Weaknesses

answer

Expensive to produce ads Average ad cost: $300,000 for 30sec can be more expensive than movies Expensive to buy ads Clutter (16-18 minutes per hour of ads) Fleeting messages (15 - 30sec) Eroding audiences no one has figured out what to do next that is why they continue to pay more and more for tv ads Avoidance: zapping = recorded shows that you fast forward, zapping = go from channel to channel, surfing = watch only snippets

question

How does broadcast work? Part 2

answer

The pilot is what the producer releases on to sell their show to a network downside is it costs to much Network buy shows that they think people will watch thus the can sell ads for the show

question

How does broadcast work?

answer

Network • buys shows • sells ads • sends to affiliates Producer/Syndicator • Produce shows • pitch show Station A • Network Affiliate • Local ads make them money Station B • Independent Station • they buy their own shows/first run/old show

question

Marketing Research

answer

The systematic gathering, recording, and analysis of information to help managers make marketing decisions

question

The 3 R's of Marketing Research

answer

1) Recruiting new customers 2) Retaining current customers 3) Regaining lost costumers

question

IMC Research

answer

Uncovers the information needed in making IMC decisions; It is the systematic gathering and analysis of information to help develop message strategies, individual promotions, and whole campaigns

question

The 4 Purposes of IMC Research

answer

1) Strategy research 2) Creative concept research 3) Pretesting 4) Posttesting

question

(1) IMC Strategy Research

answer

Is used to help define: 1) Product concept = unique benefits to the consumer, that still encompasses their brand 2) The target audience = study their behavior, demographics 3) The communication media = use media research to select media, see that medias results 4) The creative message

question

(2) Creative Concept Research

answer

Research is again helpful in determining which concepts will be best accepted by the targetted audience

question

(3) Pretesting

answer

Testing the effectiveness of an advertisement for gaps or flaws in message content before recommending it to clients, often conducted through focus groups; helps determine decisions about the 5 M's

question

(4) Posttesting

answer

Testing the effectiveness of an advertisement after it has been run; also called tracking; provides guidelines for future advertising

question

The 5 M's of Pretesting:

answer

1) Merchandise 2) Markets 3) Motives (consumers) 4) Messages 5) Media

question

Media Terms

answer

Media classes: print, electronic, out of home, etc Media subclasses: newspapers, magazines, tv, radio, etc Media vehicle: the particular publication or program Media units: the size or length of an ad (15 sec, 4 pages, etc)

question

5 Steps of Marketing Research Process

answer

1) Situation analysis and problem definition 2) Informal (exploratory) research 3) Construction of research objectives 4) Primary research 5) Interpretation and reporting of findings

question

(2) Informal Research

answer

Two types of research data: 1) Primary data = Research info gained directly from the market place 2) secondary data = info that has previously been collected or published (more often used)

question

(4) Conducting Primary Research

answer

-When a company wants to collect its own data about a specific problem -Two types of primary research 1) qualitative 2) quantitative

question

Methods of Qualitative Research

answer

Either (1) Projective or (2) Intensive techniques

question

(1) Projective Techniques

answer

Used to unearth peoples underlying or subconscious feelings, attitudes, interest, opinions, needs, and motives; using in-direct questions

question

(2) Intensive Techniques

answer

Typical methods include in-depth interviews & focus groups

question

Methods of Quantitative Research

answer

(1) observation = researchers monitor consumer activities (2) experiment = to measure cause and effect relationships; use "test markets" (3) survey = common method of gathering primary research date

question

Methods of Pretesting

answer

Companies pretest ads for likability and comprehension; they use both a variety of qualitative and quantitative techniques -Ex: Direct questioning -Pretesting helps distinguish from weak messages but there is no way to guarantee its success

question

Methods of Posttesting

answer

More costly and time consuming than pretesting BUT it can test a campaign under actual market conditions; 5 most common post-testing techniques are 1. Aided recall = measure what respondents noticed, not whether they actually buy the product 2. Unaided recall = (Same as above) 3. Attitude test = effectiveness in creating a favorable image for a company, brand, or its product 4. Inquiry test = a form of test in which consumer responses to an ad for info or free samples 5. Sales test = suited for gauging the effectiveness of campaigns than of individual messages or promotions

question

Issues with Quantitative Research

answer

Must consider whether the research is valid and reliable

question

Is the test Valid?

answer

Meaning: Results must be free of bias and reflect the true statue of the market

question

Is the test Reliable?

answer

Meaning: it must be repeatable - it must produce the same result each time it is administered

question

Key elements of Validity & Reliability

answer

1) Sampling Methods 2) Data tabulation 3) Analysis methods

question

(1) Sampling methods

answer

-the sample must reflect the universe (the entire population) -greatest accuracy is 'random probability samples' -but more accessible is 'nonprobability samples' -also question cant be asked with a bias

question

(2) Data tabulation & (3) Analysis

answer

Collected data must be validated, edited, coded, and tabulated; must be checked to eliminate errors or inconsistencies

question

Which of the following is true of an IMC message? A. It is a combination of copy, art, and production elements. B. It is a nonverbal representation of a company's sales-target objectives C. It is a representation of the types and levels of consumer involvement D. It is a verbal representation of a company's communications objectives

answer

A. It is a combination of copy, art, and production elements.

question

___-___ ___ are marketing objectives that include goals related to increasing or maintaining sales volume and market share

answer

Sales-target objectives

question

The ___ ___ refers to the specific people that the IMC will reach

answer

Target audience

question

The Kim-Lord grid, which depicts the level of consumer involvement in a purchase, recognizes that ___ A. people can be cognitively and affectively involved at the same time B. Consumers feel rather than think when purchasing C. Consumers never have a high degree of personal involvement D. Different products do not require different kinds of advertising

answer

A. people can be cognitively and affectively involved at the same time

question

A company is planning its promotional budget. Its planners have been running tests in various markets with different budgets in order to determine the appropriate amount of advertising expenditure. In this scenario, the company is using the ___ ___ method for promotional budgeting.

answer

Empirical research

question

A consumer receives ___ ___ from the marketer in the form of a "bundle of values"

answer

Product concept

question

The ___ is a specific action for helping to accomplish a marketing strategy A. creative mix B. Attribute C. Marketing objective D. Tactic

answer

D. Tactic

question

A document that serves as a guide for the present and future marketing activities of an organization is referred to as a ___ ___

answer

Marketing Plan

question

The product, price, place, and promotion are elements of the? A. Target Market B. Marketing Mix C. Price Mix D. Target Mix

answer

B. Marketing Mix

question

___ is used to define and select a target market. A. Product development B. Product diversification C. Market penetration D. Market segmentation

answer

D. Market segmentation

question

The percentage of sales method is based on the fallacy that ___. A. IMC invalidates the sale B. IMC closes a sale C. IMC is a result of sales D. IMC reduces sales

answer

C. IMC is a result of sales

question

What are the first 3 steps in the objective/task method?

answer

1. Defining objectives 2. Determining strategy 3. Estimating cost

question

As an element of creative strategy, all the vehicles that might transmit a marketer's message are referred to as the ___ ___.

answer

Communications media

question

According to the DAGMAR system, good objectives___ A. specify an audience B. Are time independent C. Avoid defining outcomes D. Define indefinite outcomes

answer

A. specify an audience

question

True or False: Successful organizations separate IMC plans from marketing

answer

False

question

Based on Professor Ernest Martin's approaches to developing a position strategy define "product attribute"

answer

Stressing a particular product feature important to consumers

question

Based on Professor Ernest Martin's approaches to developing a position strategy define "price/quality"

answer

Positioning on the basis of price or quality

question

Based on Professor Ernest Martin's approaches to developing a position strategy define "use/application"

answer

Positioning on the basis of how a product is used

question

Based on Professor Ernest Martin's approaches to developing a position strategy define "product class"

answer

Positioning against other products that offer the same class of benefits

question

Based on Professor Ernest Martin's approaches to developing a position strategy define "product user"

answer

Positioning against the particular group that uses the product

question

Based on Professor Ernest Martin's approaches to developing a position strategy define "product competitor"

answer

Positioning against competitors

question

Based on Professor Ernest Martin's approaches to developing a position strategy define "cultural symbol"

answer

Positioning through the creation or use of an icon

question

The IMC pyramid ___ A. Shows that the traditional mass marketing monologue is inappropriate B. Assumes that people follow the do-feel-learn that model for high-involvement products C. Represents the do-feel-learn model of effects D. Reflects the traditional mass marketing monologue

answer

C. Represents the do-feel-learn model of effects

question

The first part of a good marketing plan is the ___ A. Marketing strategy B. Mission statement C. Situation analysis D. Marketing objective

answer

B. Mission statement

question

The task of determining the objectives for a marketing program was simplified considerably when Russell Colley introduced a system known as the ___ system

answer

DAGMAR

question

IMC is used as a(n) ___ A. Ploy to prevent repeated purchases of a product B. Investment in a product or brand C. Tactic to curb immediate sales of product D. Short-term capital investment

answer

B. Investment in a product or brand

question

What is the first step in Wang and Schultz's IMC planning model?

answer

Segment the customers and prospects in the database

question

What is the second step in Wang and Schultz's IMC planning model?

answer

Analyze information on customers

question

What is the third step in Wang and Schultz's IMC planning model?

answer

Set objectives related to nurturing brand loyalty

question

What is the fourth step in Wang and Schultz's IMC planning model?

answer

Identify brand contacts required to support consumers' change of purchase behavior

question

What is the fifth step in Wang and Schultz's IMC planning model?

answer

Set communications objectives and strategies

question

What is the sixth step in Wang and Schultz's IMC planning model?

answer

Determine what communications tactics to use

question

The place that a brand occupies competitively in the minds of consumers is referred to as ___

answer

Positioning

question

The creative mix, whose elements are blended by the IMC strategy, consists of ___ A.product, place, price, and promotion B. target market, people, processes, communication, and convenience C. target market profiles, consumer, cost, communication, and convenience D. target audience, product concept, communications media, and advertising message

answer

D. target audience, product concept, communications media, and advertising message

question

All the facts are relevant for ___ are presented by the situation analysis in a marketing plan. A. planning a marketing strategy B. understanding an organization's purpose and philosophy C understanding the growth history of competitors D. developing a mission statement

answer

A. planning a marketing strategy

question

What media is used to create awareness?

answer

Public relations activités supported by mass media advertising

question

What media is used to create comprehension?

answer

Direct mail brochures and special events

question

What media is used to create desire?

answer

Good reviews in magazines and beautiful brochure photography

question

What media is used to create action?

answer

Direct mail solicitation, sales promotion, and the attentive service of a retail salesperson

question

True or False: Although IMC affects sales, it is just one of many influences on consumers.

answer

True

question

When a company uses IMC in campaigns, the campaigns ___. A. prevent customers from making repeat purchases B. are irrelevant to the reputation of the company C. build consumer preference and promote goodwill D. are independent of the value of the company name and brand

answer

C. build consumer preference and promote goodwill

question

One of the big mistakes that a company can make in developing its marketing strategy is ___. A. having precise communication objectives B. not staking out any position in the market C. having realistic sales-target objectives D. not having mass marketing monologue

answer

B. not staking out any position in the market

question

True or False: Advertising people must avoid integrating marketing communications because consumers view advertising as IMC

answer

False

question

The communications media used to promote a product must also___ A. be identical to that of competing brands B. treat customers in different target markets similarly C. Create a special environment for the product D. appeal to customers across all target market segments

answer

C. Create a special environment for the product

question

A product's location on the Kim-Lord grid indicates how__ A. expensive it is V. it is accessible C. It is purchased D. it is produced

answer

C. It is purchased

question

Using the outside-in process, the IMC approach to marketing and campaign planning ___. A. starts with a customer and works back to a brand B. separates marketing and communications planning C. dedicates all marketing functions to building market share D. focuses on reducing overheads instead of stakeholder loyalty

answer

A. starts with a customer and works back to a brand

question

How many steps are in Wang and Schultz's IMC planning model process?

answer

Seven

question

A company can acknowledge that a sale is just the beginning of a valuable relationship between a marketer and a customer by ___. A. engaging in sales promotion for newer products B. soliciting feedback on that customer's experience C. conducting special events to showcase a product D. printing good product reviews in enthusiast magazines

answer

B. soliciting feedback on that customer's experience

question

The term "share of voice" refers to ___. A. the shares issued for sale to the public B. a company's share of all promotional spending C. the shares owned by the board of directors D. a company's overall market share

answer

B. a company's share of all promotional spending

question

When a company finds a market position not held by a competitor, this hole in the market is most likely filled through ___. A. bottom-up marketing B. top-down marketing C. market penetration D. product differentiation

answer

D. product differentiation

question

By starting with the customer and then integrating all aspects of their marketing communications, companies hope to ___. A. mimic the traditional mass marketing monologue B. pursue the learn-feel-do models of effects C. accelerate the communications process D. coerce the consumer into making a purchase

answer

C. accelerate the communications process

question

Businesspeople like the percentage of sales method because it ___. A. takes into consideration the strategic nature of marketing B. does not cost anything, is related to revenue, and is safe C. encourages planners to think carefully about a proper budget D. follows the principle that macerating activities must stimulate demand

answer

B. does not cost anything, is related to revenue, and is safe

question

Advertising returns ___. A. build over time and remain stable thereafter B. continually increase over time C. increase, plateau, and then decline D. do not require consistent investment

answer

C. increase, plateau, and then decline

question

How many dimensions does Richard Vaughn's FCB grid have?

answer

Two

question

A shortcoming of the percentage of sales method is that it ___. A. violates the principle that marketing activities should stimulate demand B. is unrelated to revenue, and it is quite risky C. treats marketing activities as a main driver of sales D. discourages planners from developing objectives to fit a budget

answer

A. violates the principle that marketing activities should stimulate demand

question

___ are outcomes that are associated with promotional activities, such as increase in brand awareness or increased comprehension of a brand's attributes. A. production objectives B. sales objectives C. manufacturing objectives D. communication objectives

answer

D. communication objectives

question

Marketing objectives should be ___. A. unattainable B. tangible C. vague D. measurable

answer

D. measurable

question

The Kim-Lord grid, which depicts the level of consumer involvement in a purchase, recognizes that ___. A. consumers never have a high degree of personal involvement B. people can be cognitively and affectively involved at the same time C. consumers feel rather than think when purchasing D. different products do not require different kinds of advertising

answer

B. people can be cognitively and affectively involved at the same time

question

The place that a brand occupies competitively in the minds of consumers is referred to as ___.

answer

Positioning

question

What is the equation for the Category Development Index

answer

CDI = (Percent of the product category's total U.S. sales in the area/Percent of total U.S. population in the area) (100)

question

How are gross rating points calculated for Broadcast Media?

answer

Gross rating points are often calculated for a week or a month

question

How are gross rating points calculated for Print Media?

answer

Gross rating points are calculated for the number of ads in a campaign

question

How are gross rating points calculated for Outdoor Advertising?

answer

Gross rating points are calculated on the bases of daily exposure

question

The sales potential of a particular brand in a specific market area is indicated by the ___ ___ ___.

answer

Brand Development Index

question

Order of components in a media strategy statement.

answer

1. A brief definition of target audiences. 2. An explanation of the nature of the message. 3. An outline of the specific reach, frequency, and continuity goals. 4. A budget for each medium including the cost of production. 5. A statement about the intended size of message units.

question

The steps for meeting marketing objectives by blending the four elements of the marketing mix are laid out by ___. A. audience objectives B. marketing strategies C. value-added packages D. gross rating points

answer

B. marketing strategies

question

To conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time is the purpose of ___ ___.

answer

Media planning

question

Based on repeated exposures to the medium or the program, the intensity of a media schedule is measured by ___. A. circulation B. frequency C. reach D. continuity

answer

B. frequency

question

The specific types of people the advertiser wants to reach is defined by ___ ___.

answer

Audience objectives

question

Larger media companies bundle the various stations, publications, or properties they own and offer them in integrated combos as further incentives in order to ___. A. get a share of the advertiser value-added program B. get a bigger share of the advertiser's budget C. be a part of the advertiser's contingency plan D. be part of the advertiser's audience objectives

answer

B. get a bigger share of the advertiser's budget

question

A(n) ___ is the total number of people or households exposed to a medium.

answer

Audience

question

Due to the advent of modern technology and the natural maturation of the marketplace, ___. A. major advertisers can ensure a audiences by advertising on TV B. below-the-line activities show the slowest growth in large agencies C. the television is now fragmented into multiple sections D. magazines now aim at the population as a whole

answer

C. the television is now fragmented into multiple sections

question

What is a continuous schedule?

answer

Advertising runs steadily and varies little over the campaign period.

question

What is a flighting schedule?

answer

Periods of advertising alternate with periods of no advertising.

question

What is pulsing schedule?

answer

This schedule mixes advertising that runs steadily and periods of advertising that alternate with periods of no advertising.

question

___ refers to the percentage of homes exposed to an advertising medium.

answer

Rating

question

Cannon and Riordan point out that conventional media planning is based on media vehicle exposure, but effectiveness should relate to ___. A. message continuity B. overexposure C. gross rating point systems D. advertising message exposure

answer

D. advertising message exposure

question

As the prominence of media departments rose in the late 1990s, agencies started ___. A. demanding more from clients in terms of accountability B. competing for media buying assignments separately from the creative business C. selling their services to clients in the form of package deals only D. focusing more on the rate of returns rather than efficiency

answer

B. competing for media buying assignments separately from the creative business

question

Media messages are delivered to the media audience that most closely resembles the desired target consumer using ___ ___.

answer

Media vehicles

question

How do you calculate gross rating points?

answer

GRP = Reach x Frequency

question

___ ___ is the local media that many consumers in a neighboring country inadvertently receive.

answer

Spillover media

question

The cost of reaching many target audiences is increasing for almost all media due to ___. A. a decrease in below-the-line activities B. the media restricting the number of ads they sell C. the integration of many media platform D. magazines publishing for the audience as a whole

answer

B. the media restricting the number of ads they sell

question

The ___ ___ ___ is the cost divided by the number of thousands of people in the audience.

answer

Cost per thousand

question

All communications vehicles available to a marketer make up the ___. A. mechanics B. market C. currencies D. media

answer

D. media

question

By adding the ratings of several media vehicles we can determine the message weight of a given advertising schedule that is expressed as ___ ___ ___.

answer

Gross rating points

question

___ refers to scheduling tactic flooding the airwaves with advertisements thereby making it virtually impossible to miss ads. A. burst B. blinking C. pulsing D. flighting

answer

B. blinking

question

A feature of continuity is that it ___. A. reduces gross rating points B. reduces circulation C. creates memory D. sustains memory

answer

D. sustains memory

question

In a media plan where, when, and how often advertising should appear is defined by ___ ___.

answer

Distribution objectives

question

What is the major responsibility of the media department?

answer

To ensure that advertising messages reach the correct target audience

question

What is the major responsibility of the creative department?

answer

To develop advertising messages

question

What is the major responsibility of the marketing managers and account executives?

answer

To establish the correct target audience for advertising messages

question

What is the major responsibility of the research department?

answer

To measure the effectiveness of advertising messages

question

A true statement about gross rating points is that ___. A. the more GRPs you buy, the more it costs B. they represent the number of times an advertisement is used C. they are the percentage of homes exposed to advertising mediums D. the unit cost per GRP increases as more GRPs are bought

answer

A. the more GRPs you buy, the more it costs

question

An agency's strategic ability to understand the target market and the most optimal time and place to communicate with them is attested by the work of a ___. A. social media manager B. supplier C. logo designer D. media planner

answer

D. media planner

question

___ often employ communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing. A. sales communications B. employee compensation packages C. value-added packages D. internal communications

answer

C. value-added packages

question

A possible exposure of the advertising message to one audience member is called a(n) ___ ___.

answer

Advertising impression

question

Most consumer campaigns are supported by a ___ ___ directed to the trade because retailers may construe a change in media strategy as a loss of advertising support.

answer

Concurrent campaign

question

Studies of the advertising response curve indicate that with repeated exposures incremental response to advertising ___. A. plateaus, and then dips sharply B. diminishes, rather than builds C. rises sharply D. rises steadily

answer

B. diminishes, rather than builds

question

___ should be an advertiser''s medium of choice in order to reach whole urban populations where TV ownership is low. A. magazines B. movies C. listening D. internet radio

answer

B. movies

question

In the past, people who planned and bought media were ___. A. given the highest salaries for job positions at the entry level B. ignored since media decisions were made by software programs C. irrelevant to the success of the overall marketing plan D. anonymous in comparison to the stars in the creative department

answer

D. anonymous in comparison to the stars in the creative department

question

The total size of the audience for a set of ads or an entire campaign is called ___ ___.

answer

Message weight

question

The overall strategy of selecting and scheduling media vehicles to achieve the desired reach, message weight, frequency, and continuity objectives is referred to as ___ element. A. media B. mechanics C. money D. methodology

answer

D. methodology

question

True or False: A medium's attention value and motivation value are impacted in the same way by a similar set of factors.

answer

False

question

In order to reach the upper class, auto manufacturers make use of __ advertising. A. internet radio B. radio C. internet D. TV

answer

D. TV

question

Media planners calculate the total gross impressions for a schedule by summing the ___. A. gross impressions for each medium used B. television households across different states C. readers per copy of different publications D. advertising impressions per audience member

answer

A. gross impressions for each medium used

question

___ refers to the number of unique people or households exposed to a medium during a given period of time. A. frequency B. circulation C. reach D. continuity

answer

C. reach

question

A factor that significantly affects a medium's motivation value is the ___. A. quality of advertising reproduction B. placement of the ads in the vehicle C. media choice with ad space D. senses used to perceive messages from the mediums

answer

A. quality of advertising reproduction

question

How do you calculate average frequency?

answer

Average frequency = total exposures/audience reach

question

The average number of times a person must see or hear a message before it becomes effective is defined as ___. A. effective reach B. effective frequency C. continuity D. gross impression

answer

B. effective frequency

question

One of the factors that affects the probability of ad exposure is the ___. A. number of competitive advertisers B. quality of advertising reproduction C. price of the product D. placement of the ad in the media vehicle

answer

D. placement of the ad in the media vehicle

question

___ concerns the advertising message and copy, as well as the medium. A. attention value B. gross value C. exposure value D. circulation value

answer

A. attention value

question

Making comparisons between media plans for various markets is virtually impossible because ___. A. of the difference in media research methodology used across different markets B. the media plans for each market are based on similar data C. the circulation figures and audience demographics are constant for most markets D. most countries are limited to upper-income consumers only

answer

A. of the difference in media research methodology used across different markets

question

Based on Cannon and Riordan's analysis of frequency as a media objective, the basic emphasis in advertising should switch from maximizing frequency to maximizing ___. A. second exposures B. target market reach C. circulation D. gross impressions

answer

B. target market reach

question

The term effective reach is used to describe the ___. A. intensity of a media schedule B. duration of an ad campaign over a given period of time C. quality of exposure to a medium D. percentage of homes exposed to an advertising medium

answer

C. quality of exposure to a medium

question

A continuous schedule is used for products that ___. A. consumers purchase regularly B. have a slim media budget C. are consumed more heavily during a certain period D. experience large fluctuations in demand

answer

A. consumers purchase regularly

question

Historically, media planning emphasized frequency as the most important media objective and assumed a(n) ___ advertising response curve. A. convex B. concave C. step-shaped D. s-shaped

answer

D. s-shaped

question

The number or percentage of the audience who receive enough exposure to truly receive the message is measured by ___. A. message weight B. continuity C. average frequency D. effective reach

answer

D. effective reach

question

The difference between the contracted rate and the earned rate for the actual inches run is called a(n ___ rate.

answer

Short

question

True or False: Cost per thousand (CPM) is very low in a national consumer magazine advertising.

answer

False

question

What does vertical publication deal with?

answer

Deals with all aspects of a specific industry

question

What does horizontal publication deal with?

answer

Deals with a variety of industries focusing on a particular job function

question

How is secondary readership estimated? A. it is estimated through market research B. it is estimated as 10 percent increase from last year's primary readership C. it is estimated as a fixed percent yearly D. it is estimated as an approximation from the primary circulations

answer

A. it is estimated through market research

question

___ ___ is a thorough analysis, by companies such as ABC, of the circulation procedures, outlets of distribution, readers, and other factors affecting a magazine.

answer

Circulation audit

question

Identify a major value addition given by newspapers and magazines to their regular advertisers. A. Discounts in TV commercial spots B. Contacts of prominent celebrities and discounts on their services C. Free prime spots in the newspaper and magazines D. Research into brand preferences and market conditions

answer

D. Research into brand preferences and market conditions

question

The rate that an advertiser has to pay to ensure a choice position for an ad is known as the preferred ___ rate.

answer

Position

question

The circulation figure on which the publisher bases its magazine's rates is called ___ ___.

answer

Rate base

question

True or False: Newspaper provides a clutter-free ad space for advertisers.

answer

False

question

What is the nature of a flat rate?

answer

Allows no discounts

question

What is the nature of an open rate?

answer

Highest rate for a one-time insertion

question

What is the nature of a contract rate?

answer

Obtained by signing a bulk space purchase contract

question

A discount applied retroactively as the volume of advertising increases through the year is called a(n) ___ rate. A. open B. short C. contract D. earned

answer

D. earned

question

A(n) ___ ___ is the person in charge of negotiating and contracting with the media.

answer

Media Buyer

question

Advertisers preprint newspaper advertisements because of the ___. A. low quality color printing of newspapers B. high expense newspaper advertising C. need to save money D. glossy papers used in newspapers

answer

A. low quality color printing of newspapers

question

Identify a key item listed in the newspaper rate card. A. rate of change of readers switching newspapers B. circulation of newspaper C. advertising rates D. demographic data of the newspaper readers

answer

C. advertising rates

question

What is the cover date?

answer

The date printed on the cover of a magazine.

question

What is the on-sale date?

answer

The date the magazine is actually issued.

question

What is the closing date?

answer

The date all ad material must be in the publisher's hands.

question

A paid ___ business magazine refers to a magazine that is purchased by a subscriber.

answer

Circulation

question

An ad is said to ___ off the page when the dark or colored background of the ad extends to the edge of the page.

answer

Bleed

question

The advertisements that provide a community marketplace for goods, services, and opportunities of every type, from real estate and new-car sales to employment and business opportunities are called ___ ads.

answer

Classified

question

She Voice, a leading publication for women, notices that many of its subscribers, like libraries, circulate their magazines to others. This prompted She Voice to do a market research on how many people actually read a single issue of its publication. This extra audience is called ___. A. uninfluential readership B. primary readership C. pass-along readership D. newsstand readership

answer

C. pass-along readership

question

Moto Unit, a leading car manufacturer, has been having low sales in the past few months. To revive sales, it decides to place large magazine ad that cover almost 60 percent of a middle page and surround it with editorial matter. This usually placing of an ad is called a(n) ___. A. junior unit B. insert C. bleed D. custom magazine

answer

A. junior unit

question

The legal ads showing changes in business and personal relationships, public governmental reports, notices by private citizens and organizations, and financial reports, printed for a nominal fee are called ___ ___.

answer

Public notices

question

The magazine's total circulation is made available to media buyers through ___. A. newspapers B. publishers C. verified reports D. other advertisers

answer

C. verified reports

question

How is print media reacting to the high influence of Internet in the society? A. print media is incorporating electronic media in its services B. print media is giving up paper as a medium altogether C. print media is trying to completely take over the online business platform D. print media is trying to make restrictions on how people use the Internet

answer

A. print media is incorporating electronic media in its services

question

The one-order, one-bill system for national advertising launched in 1994 by Newspaper Association of America is called the ___. A. newspaper licensing authority B. newspaper network advertising C. newspaper co-op network D. newspaper national network

answer

D. newspaper national network

question

Identify a true statement regarding a custom magazine advertisement. A. it is cheaper than a regular insert B. it will include advertisements of various products C. its pages swing out like a gate to present the advertisement D. it is purchased by the readers from the newsstands

answer

D. it is purchased by the readers from the newsstands

question

Readers who share traits, such as age and income level, are targeted by advertisers with the ___ editions of magazines. A. regional B. industrial C. demographic D. geographic

answer

C. demographic

question

In print media, display advertisements are commonly found in the ___. A. lifestyle page B. editorial page C. obituary page D. classified pages

answer

A. lifestyle page

question

The majority of magazine sales is delivered through ___. A. newsstand sales B. bookstore sales C. online purchases D. subscriptions

answer

D. subscriptions

question

Higher national rates in newspapers are attributed to the ___. A. higher quality paper used in national advertisements B. high investment costs it has to recover through national ads C. high demand for national advertisements D. added costs of servicing national advertisers

answer

D. added costs of servicing national advertisers

question

Identify an important feature of the newspaper rate card. A. the rate card mentions reasons that help the advertisers choose an apt newspaper B. the rates in the rate card are chosen by the government to ensure parity C. the rates in the rate card vary from newspaper to newspaper D. the rate card for a newspaper is similar across local and national advertisements

answer

C. the rates in the rate card vary from newspaper to newspaper

question

Combination rates are given to advertisers when ___. A. they advertise in two unrelated newspapers simultaneously B. they advertise in the morning and evening editions of the same newspaper C. similar kinds of advertisements appear in the same newspaper D. an old advertisement is repeated in the same newspaper

answer

B. they advertise in the morning and evening editions of the same newspaper

question

Identify an additional feature of Sunday newspapers. A. cheaper than usual editions B. fewer commercial advertisements C. increased volume of classified ads D. better quality of paper

answer

C. increased volume of classified ads

question

A newspaper gives the advertiser a ___ to check when it created ad copy and art. A. pasteup B. dub C. proof copy D. rough copy

answer

C. proof copy

question

JeanArt, a popular designer clothes label, wanted to advertise its latest spring collection to its audience. It chose to print a 30-page magazine, in high quality paper, to be supplied free of cost, along with popular lifestyle magazines. JeanArt's chosen form of advertising is called a(n) ___. A. insert B. gatefold C. custom magazine D. junior unit

answer

A. insert

question

The preprinted insert advertisements in a newspaper are printed by the ___. A. newspaper B. government C. advertiser D. consumers

answer

C. advertiser

question

Cost per thousand (CPM) is computed by dividing the full-page rate of a magazine by the number of thousands of ___. A. vendors B. copies C. publishers D. subscribers

answer

D. subscribers

question

Independent shopping guides are also called ___. A. inserts B. tabloids C. pennysavers D. Sunday supplements

answer

C. pennysavers

question

True or False: Split run is a free service given by a newspaper to an advertiser

answer

False

question

Identify a main content of an insertion order. A. steps on the strategy followed by the advertisement B. size and desired position of the advertisement C. a statement of the relevance of the cast to the product advertised D. pasteup of the advertisement

answer

B. size and desired position of the advertisement

question

Identify the role of media-buying software in print media. A. it helps the creative design a strategically relevant commercial B. it helps a team bring down the number of advertisements C. it helps media buyers keep track of orders D. it helps an advertiser choose the most efficient forms of media

answer

C. it helps media buyers keep track of orders

question

Today, the ___ handles most of the trashiest for national advertisers. A. advertiser and its board of directors B. agency and its creatives C. audit bureau of circulation D. advertising Checking Bureau

answer

D. advertising Checking Bureau

question

Newsstand sales for magazines are impressive from an advertiser's point of view because they indicate ___. A. that the magazine is really wanted by the purchaser B. the buyer's habitual nature of buying the magazine C> that the magazine has a high rating D. that the magazine has credibility and is talked about in the society

answer

A. that the magazine is really wanted by the purchaser

question

After an insertion order is given to the publication, if an advertiser fails to pay, ___. A. the advertiser's assets are attached to the publisher B. the agency is held liable C. the government decides the person liable D. the publication has to bear the loss

answer

B. the agency is held liable

question

What is the advantage of using media-buying software? A. it improves the media buyers' control over placement of ads B. it improves the sales of the advertised product C. it improves the credibility of the product D. it improves the creativity of the commercials

answer

A. it improves the media buyers' control over placement of ads

question

Identify an important function of an electronic media buying software. A. it can design many layouts for the commercial using its advanced technological measures B. it creates strategies for the company's growth C. it draws a budget for the agency based on the needs of the advertisement D. it evaluate market-by-market performance of media schedules

answer

D. it evaluate market-by-market performance of media schedules

question

The distribution of the television audience into demographic categories is called ___ ___.

answer

Audience composition

question

Identify why FM band is more popular than AM. A. FM band has better sound fidelity B. FM band is more user friendly C. FM band is cheaper D. FM band has more advertising slots

answer

A. FM band has better sound fidelity

question

The signed and notarized document returned to the advertiser or agency, after the spots run, specifying when the spots aired and what make goods are available is called ___ ___ ___.

answer

Affidavit of performance

question

True or False: When buying radio time, advertisers usually buy the programs and not the station's format.

answer

False

question

Geographic areas (cities, countries) in which the local TV stations attract the most viewing are termed as ___ ___ ___ by the Nielsen station index.

answer

Designated market areas

question

The most authoritative source of advertising is ___. A. TV B. newspapers C. the Internet D. magazines

answer

A. TV

question

Heaviest radio use occurs when many users are ___. A. working during the day B. commuting to or from work or school C. having breakfast or dinner at home D. jogging or exercising in the morning

answer

B. commuting to or from work or school

question

The program audience of TV and radio stations for advertisers and broadcasters are measured by companies called ___ ___.

answer

Rating services

question

A ___ rate is lower because the advertiser agrees to be "bumped" if another advertiser pays the highest regular rate

answer

Preemption

question

Identify why radio is considered as an active medium/ A. radio ads are more creative and appealing than TV ads B. radio has infomercials that encourage people to purchase product C. radio has product demonstrations that take people to the action feel in the creative pyramid D. radio enables people to call in, make requests, and participate in contests

answer

D. radio enables people to call in, make requests, and participate in contests

question

Marketing Plan (MP)

answer

Serves as a guide for marketing activities of an organization

question

What a Marketing Plan Does

answer

1. States the organizations mission 2. Assess a brand's current marketing situation and identify helping or hindering factors 3. Set clear marketing objectives 4. Describe strategies that will be used to achieve objectives 5. Describe tactics or actions for implementing the market strategy 6. Explain how the effectiveness of the marketing efforts will be evaluated 7. Propose a budget for marketing activities

question

(MP 1) Mission Statement

answer

= Short description of the organizations purpose and philosopy

question

(MP 2) Situation Analysis

answer

= A detailed description of the brand's current marketing situation; -use 'SWOT analysis' that contains the strengths and weaknesses and opportunities and threats

question

(MP 3) Marketing objectives

answer

= Clear, realistic marketing goals that are to be accomplished; may focus on solving a problem or seizing an opportunity -Two broad categories of objectives: 1) Sales Target objectives 2) Communication objectives

question

(3.A) Sales Target Objectives

answer

[Type of marketing objective] =include goals related to increasing or maintaining sales volume and market share

question

(3.B) Communication Objectives

answer

[Type of marketing objective] =are outcomes that can be associated with promotional activities, such as brand awareness, more positive attitudes about a brand, etc

question

(MP 4) Marketing strategy

answer

= describes how the company plans to meet its marketing objectives; Involves 3 steps: 1) Selecting the target market 2) Positioning the product strategically 3) Determining the market mix

question

Step 1: Selecting the Target Market

answer

= the first step in strategy development is to define and select the target market, using the processes of market segmentation and research (discussed in chapter 7)

question

Step 2: Positioning the Product

answer

Refers to the place a brand occupies competitively in the minds of consumers; setting it apart of competitors either by price, attributes, cultural symbol, etc

question

Step 3: Determining the Marketing Mix

answer

= Determining the a cost-effective marketing mix for each target market the company pursues (the mix blends the marketing elements the company controls: product, price, distribution, and communications)

question

(MP 5) Marketing Tactics

answer

= Determine the specific shot term actions to be taken, by whom and when

question

Bottom - Up Marketing

answer

The opposite of standard, top down marketing planning, bottom up marketing focuses on one specific tactic and develops it into an overall strategy

question

(MP 6) Effectiveness of Marketing

answer

Determine how to measure the effectiveness of marketing

question

(MP 7) Set a budget plan

answer

Set a budget for the marketing activities

question

Marketing plan vs IMC plan

answer

=The written doc that directs the company's advertising effort; -a natural outgrowth of the marketing plan, it (1) analyzes the situation (2) set advertising objectives (3) lays out a specific strategy from which ads and campaigns are created "Marketing sells, IMC tells"

question

(IMC 1) Analyzes Situation

answer

Reviews the marketing plan, briefly summarize the situation analysis and SWOT analysis

question

(IMC 2) Setting Objectives

answer

Declares what the marketer wants to achieve with respect to consumer awareness, attitude, and preference; focuses on communication goals Should be specific, realistic, and measurable; use IMC Pyramid to help set objectives

question

IMC Pyramid

answer

= a guide to setting communication objectives First create awareness, comprehension, conviction, desire, and finally action

question

(IMC 3) IMC (Advertising) Strategy

answer

Blends the elements of the creative mix: 1. target audience 2. product concept 3. communications media 4. advertising messages

question

(IMC 3.A) Target Audience

answer

The specific people the IMC will reach; (usually larger than the target market); who the 'end user is' who makes the purchase

question

(IMC 3.B) Product concept

answer

= how IMC will present the product; the "bundle of values" the marketer presents to the consumer

question

(IMC 4.C) The Communications Media

answer

= are all the vehicles that might transmit the marketers message

question

(IMC 4.D) IMC (Advertising) Messages

answer

= what the company plans to say and how it plans to say it both verbally and nonverbally

question

Different IMC Budget Plans

answer

1. Percentage of sales method 2. percentage of profit 3. unit of sale 4. competitive parity 5. share of market 6. Objective/task methods

question

1. Percentage of Sales method

answer

is one of the most popular; it may be based on a percentage of last years sales, anticipated sales for next year, or a combination of the two

question

5. Share of market/ share of voice method

answer

is an attempt to link promotional dollars with sales objectives; determines the firms goals for a certain share and then applying a slightly higher percentage of industry advertising dollars to the firms budget

question

6. Objective/task methods

answer

aka "budget buildup method" that defines objectives and how advertising is to be used to accomplish them; it has three steps, 1. defining objectives 2. determining strategy 3. and estimating the cost

question

Note on budgeting and IMC:

answer

the principal job of IMC is to influence consumers by informing, persuading, and reminding. IMC affects sales, but it is just one of many influences on consumers. Brand managers must keep this in mind when preparing their plans and budgets.

question

What is Media planning

answer

is the process of conceiving, analyzing, and creatively selecting channels of communication that will direct advertising messages to the right people in the right place at the right time

question

Downside to being a media planner

answer

Among the lowest paid jobs in the business, although their assignment is just as critical as the creative directors

question

The effect/challenges of new technologies being invented:

answer

-Many more media are available to be chosen -It has become much more difficult to reach a big audience with all the new options out there -The cost of reaching target audiences is increasing -The process of selling and buying media has become more complex - The competitive environment is growing fiercely

question

Marketing Mix

answer

Marketing strategies blend these four elements together to form a marketing strategy: 1) Price 2) Product 3) Distribution 4) Communication

question

Creative Mix

answer

Advertising strategies blend these four elements together to form an advertising strategy: 1) Target audience 2) Product concept 3) Advertising messages 4) Communication media

question

Media Planning Steps

answer

1. Analyzing the situation (reviewing the marketing and advertising objectives and strategies) 2. Setting objectives achievable by the media 3. Devising a strategy for achieving these objectives 4. Developing specific tactical details of media scheduling and selection

question

Step 2: Setting Objectives

answer

= Media objectives translate the advertising strategy into goals that media can accomplish Media objectives have two major components: 1. audience objectives 2. message - distribution objectives

question

(2.A) Audience objectives

answer

= the specific types of people the advertiser wants to reach through media vechicles; aka target audience -the target audience is not necessarily the same as the products target market, usually it is larger

question

Media vechicles

answer

= particular programs or publications (ex a specific magazine or show)

question

(2.B) Message distribution objectives

answer

define where, when, and how often advertising should appear; -To determine these, a media planner must understand a set of terms: 1. Message weight 2. Reach 3. Frequency 4. Continuity

question

Notes about audience size

answer

Marketers want the the media opportunities that offer the largest audience;

question

1. Message weight

answer

= the total size of the audience for a set of ads or an entire campaign; -media planners often define media objectives by the schedule's message weight because it gives indication of the scope of the entire campaign -Two ways to express message weight: 1. gross impressions 2. gross rating points

question

(1.A) Gross impressions

answer

= [MULTIPLY] Mediums total audience size [BY] the number of times an advertising message is used during the period -type of message weight

question

(1.B) Gross rating points

answer

= [ADDING] the ratings of several media vehicles --type of message weight Rating: is the percentage of homes exposed to an advertising medium

question

2. Reach

answer

= is the total number of people or households, that have the OPPORTUNITY to possibly see the ad or commercial; meaning they used a medium at least once during the given period of time (usually four weeks) -EX: if 40% of 100,000 people in a target market tune in to the radio station WKKO at least once during the time period the reach is 40,000 people

question

3. Frequency

answer

= measure the INTENSITY of a media schedule -the number of times the same person or house hold is exposed to a message in a specific time -calculated as the average number of times their exposed Avg Frequency = Total exposures [DIVIDED BY] Audience reach

question

4. Continuity

answer

= the duration of an advertising message or campaign over a given period of time -While frequency if important to create memory, continuity is important to sustain it

question

Effective Reach

answer

Numbers don't take into account the quality of the exposure so.. =Effective reach refers to measure of the audience that received enough exposures to the message to truly be received

question

Effective Frequency

answer

=the average number of times a person must see or hear a message before it becomes effective -Advertising response curve: By Cannon and Riordan, indicates that incremental response to adverting actually diminishes (rather than builds with repeated exposures)

question

Step 3: Media Strategy

answer

= Describes how the advertiser will achieve the stated media objectives -Factors that go into developing a strategy, "The Five M's" 1. Market - audiences 2. Money - budget 3. Media - all communication vehicles 4. Mechanics - dealing creatively with the available advertising media options 5. Methodology - overall strategy of selecting and scheduling media (to achieve desired reach, frequency, and continuity objectives)

question

External factors that influence media strategy

answer

1. Scope of the media plan 2. Sales potential of different markets 3. Competitive strategies & budget considerations 4. Availability of different media vehicles 5. Nature of the medium 6. Mood of the message 7. Message size & length 8. Buyer purchase patterns

question

1. Scope of the media plan

answer

The location and makeup of the target audience strongly influence the breadth of the media plan

question

2. Sales Potential of different markets

answer

Use this factor to determine where to allocate their advertising dollars; planner can determine an area's sale potential by either: 1. Brand development index (BDI) 2. Category development index (CDI)

question

(2.A) Brand development index (BDI)

answer

indicates the sales potential of a particular brand in a specific market area BDI = (% of the brands total US sales in that area / % of total US population in the area) X 100 -To be successful you want the BDI to be, or over, 100

question

(2.B) Category development index (CDI)

answer

determines the potential of the whole product category CDI = (% of the products category's total US sales in the area / % of total US population in the area) X 100 -To be successful you want the CDI to be, or over, 100

question

3. Competitive strategies

answer

-Must be aware of what competitors are doing

question

4. Availability of different media vehicles

answer

-lower income markets (around the world) use radio as the medium of choice

question

5. Nature of the medium and message & 6. Mood of the message

answer

-its important how well a medium works with the style or mood of the particular message -complex messages require more space or time for explanation; along with more frequency to be understood by the audience

question

7. Message size & length

answer

-color and larger units of space or time make a huge difference in terms of reach and frequency

question

8. Buyer purchase patterns

answer

-planner must consider how, when, and where the product is typically purchased and repurchased

question

Step 4: Media Tactics

answer

=the specific tactics to make the strategies happen -here the media planner will select and schedule particular media vehicles Several factors to consider: 1. Overall campaign objectives and strategy 2. Size and characteristics of each medium's audience 3. Attention, exposure, and motivational value of each medium 4. Cost efficiency

question

1. Overall campaign objectives and strategy

answer

-Have the medium match the product or service being advertised

question

2. Size and characteristics of each medium's audience

answer

-The planner needs to know how closely the medium's audience matches the profile of the target market and how interested prospective customers are in the publication or program

question

3. Attention, exposure, and motivational value of each medium

answer

Exposure Value= The value of a medium determined by how well it exposes an ad to the audience -aka how many people an ad "sees" rather than the other way around -relates only to the medium Attention value = selecting media based on the degree of attention paid to ads -relates to the medium and and the advertising message Motivation Value: selecting media based on the medium's ability to motivate people to act

question

4. Cost efficiency

answer

=the cost of exposing the message to the target audience rather than to the total circulation

question

Mixed media approach

answer

-Using a combination of media -More beneficial Helps produce synergy (= the total effect is greater than the sum of its parts)

question

Terms for scheduling media

answer

1. continuous schedule = advertising runs steadily and caries little over the campaign period 2. flighting = alternates periods of advertising with periods of no advertising 3. Pulsing = mixes continuous and flighting strategies 4. Bursting = running the same commercial every half hour on the same network during prime time 5. Roadblocking = buying air time on all three networks simultaneously 6. Blinking = floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads

question

Media buyer

answer

=The person in charge of negotiating and contracting with the media -This is where the big money in advertising is spent, on the actual placement of ads in the media

question

Types of print media discussed in this chapter

answer

1. Magazines 2. Newspapers

question

Pros of Magazine Advertising

answer

-Read at consumers ease -Easy to reach target audience because magazines are specialized -colorful, viberant

question

Cons of Magazine advertising

answer

-expensive -difficult to build up reach and frequency since they only come out monthly (usually)d

question

Creative Possibilities with Magazines

answer

1. bleed - colors, type, or visuals that run all the way to the edge of the page 2. cover position - front, back of both sides of the cover 3. junior unit - large ad placed in the middle 4. insert - printed on stock paper and put in the magazine 5. gatefold - insert that is so wide it has to be folded to match the other pages

question

How magazines are categorized

answer

1. by content 2. geography 3. size

question

1. By content

answer

3 of the broadest magazine categories: 1. consumer 2. farm publications 3, business

question

(1.A) Consumer Magazines

answer

purchased for entertainment, info, or to buy products for own personal consumptions

question

(1.B) Farm publications

answer

directed to farmers and their families, or to companies that manufacture farm equipment

question

(1.C) Business Magazines

answer

the largest category, that targets business readers

question

2. Geography

answer

Can be classified as local, regional, or national

question

3. Size

answer

magazine sizes can vary

question

Steps in analyzing a publication's potental

answer

step 1: assessing its audience step 2: understanding the magazines rate-card information

question

Step 1: Assessing the Audience

answer

To do this, the buyer studies 1. circulation statistics 2. primary and secondary readership 3. subscription and vendor sales 4. any special merchandising services the magazine offers

question

(1.A) Circulation statistics

answer

Rate base = is the circulation on which the publisher bases its rates Guaranteed circulation = is the number of copies the publisher expects to circulate & if it doesn't reach the guaranteed amount, the publisher will refund Circulation audit = thorough analysis of the circulation by publishers, so they don't ever over estimate their circulation

question

(1.B) Primary and Secondary readership

answer

Primary circulation = represents the number of people who buy the publication personally Secondary readership = is an estimate of how many people read the publication in addition to the primary consumers

question

(1.C) Subscription and vendor sells

answer

Buyers want to know the ratio between subscriptions to newsstands sales -subscriptions account for the majority of sales

question

Step 2: Reading Rate Cards of magazines

answer

They help advertisers determine cost, mechanical requirements, closing dates, special editions -they all follow a standard format

question

Rates

answer

-Are a way to compare magazines, by determining how much it costs to reach a 1000 people based on the magazines rate for an ad -use the Cost Per Thousand formula: CPM = Page rate / (circulation / 1000)

question

Discounted rates offered by publishers

answer

1. frequency discounts = based on the number of ad insertions within a year 2. volume discounts = based on the total amount of space bought during a specific peroid

question

Newspapers as a Medium

answer

-newspapers are now the 3 largest medium in terms of advertising volume

question

Pros of Newspaper advertising

answer

-print ads in general are more unique -reasonable cost -broad range of markets

question

Cons of newspaper advertising

answer

-poor production quality -cluttered -lack of of selectivity

question

How newspapers are categoriezed

answer

either by 1. frequency of delivery 2. physical size 3. type of audience

question

1. Frequency of Delivery

answer

daily vs weekly newspapers

question

2. Physical size

answer

two basic newspaper formats: 1. standard size 2. tabloid - smaller -in 1984 the Standard Advertising Unit was put in place, that standardized the newspaper column width, page size, and ad sizes

question

Types of Newspaper Advertising

answer

1. Display 2. Classified 3. Public notices 4. Pre-printed inserts

question

1. Display advertising

answer

=includes copy, illustrations or photos, headlines, coupons, etc

question

2. Classified advertising

answer

provides a community market place for goods, services, and opportunities of every type

question

3. Public notices

answer

tell of changes in business, governmental reports, and

question

4. Preprinted inserts

answer

like magazines, newspapers can have inserted ads as weel

question

Rates of Newspapers

answer

1. national vs local rates -national ads in newspapers are about 75 percent more expensive

question

Mediums of Television

answer

1. Broadcast TV - uses electromagnetic waves through the air to reach audience 2. Cable TV - uses wires to reach audience

question

1. Broadcast tv as a medium

answer

-grew faster than any other advertising medium in history -first to offer sight, sound, and motion -still attracts the largest volume of national advertising

question

2. Cable TV as a medium

answer

-followed after broadcast tv, and grew quickly stealing broadcasts dominance

question

TV Audience trends

answer

-No other medium today was the unique creative abilities as tv to reach a mass audience -most authoritative advertising source -rated most popular source of medium -tv viewing hours is increasing -cable advertising revenues have grown steadily

question

Use of TV in IMC

answer

TV is now affordable for even small advertisers, making it a great option for an IMC program

question

Network Advertising

answer

= any of the national tv or radio broadcasting chains or companies such as ABC, CBS, NBC, or fox; -Networks offer the large advertiser convenience and efficiency because the message can be broadcast simultaneously throughout the country

question

Types of Network Advertising

answer

1. sponsorship 2. participation basis 3. spot annoucement

question

1. Sponsorship

answer

=the presentation of a radio or tv program, event, or website by a sole advertiser -very expensive -but can offer good advantages to the sponsoring compant

question

2. Participation basis

answer

= the basis on which most network tv advertising is sold on -advertisers buy 30-60 second segments within the program -allows the advertiser to spread out the budget -allows the advertiser to be in the program without a long term commitment

question

3. Spot announcement

answer

= an individual commercial message that runs between program but has no relationship to either -spots can be sold nationally or locally -must be purchased through individual stations directly -less expensive; the route most advertiser choose

question

Syndication

answer

= is the sale of programs directly from the producer to the stations, instead of going through the networks -has become largest source of programming in the US

question

Pros to syndication

answer

-gives local tv station more programming control and greater profits -allows advertisers to affiliate with popular programs, gaining back much of the audience they used to reach through the networks -powerful tool for building reach;

question

3 Forms of TV syndication

answer

1. off network syndication 2. first run syndication 3. barter syndication

question

1. Off network syndication

answer

=former popular network programs (reruns) are sold to individual stations for rebroadcast

question

2. First run syndication

answer

=original shows that are produced specifically for the syndication market

question

3. Barter syndication

answer

=first run programs offered at a reduced rate, but with some of the ad space pre-sold to national advertisers -aka advertiser supported syndication -fast growing trend in tv

question

Program length advertisement (PLA)

answer

=a long tv commercial that gives consumers detailed info about a product or service; may run for as long as an hour -aka infomercial

question

Rating Services

answer

= companies that measure the program audiences of tv and radio stations for advertisers and broadcaster

question

Prime time

answer

= highest viewing ratings -during 7-10pm CST / 8-11pmEST

question

Day part mix

answer

=A media scheduling strategy based on the tv usage levels reported by the rating services -media planners determine a daypart mix to reach the greatest percentage of the target audience

question

Program Rating

answer

= refers to the tv households in an area that are tuned in to a specific program -Rating = TVHH tuned in to program / Total TTHH in area

question

Gross rating points

answer

In tv, GRPS are the total rating points that a particular media schedule achieves over a specific period GRPs = Reach (avg rating) X Frequency

question

The Process of Buying TV

answer

Step 1. Determine which programs are available at what cost Step 2. analyze the various programs for efficiency Step 3. negotiate price with station reps Step 4. determine what reach and frequency they are achieving Step 5. Sign broadcast contracts Step 6. review affidavits of performance to be sure the commercials ran as agreed

question

Step 1. Requesting Avails

answer

-the media buyer contacts a rep, and asks the rep to supply a list of 'avails' (available time slots) along with prices and rating

question

Step 2. Selecting programs to buy

answer

-media buyer selects the most efficient programs in relation to the target audience using 'cost per rating point' and the 'cost per thousand' for each program

question

(2.A) Cost per rating point (CPP)

answer

CPP = Cost / Rating

question

(2.B) Cost per thousand (CPM)

answer

CPM = cost / (people / 1000)

question

Step 3. Negotiating prices and contracts

answer

-preemption rate = is lower because the advertisers agree to be "bumped" (preempted) if another advertiser pays the higher, nonpreemption rate

question

Step 4-6. Finishing the Process

answer

with today's electronic media buying software, the rest of the process can all be done online

question

Medium of Radio

answer

= is a personal, one on one medium; and mobile -ideal for IMC because the radio is involves people, and in doing so forms a relationship

question

Programming format

answer

= the genre of music of other programming style that characterizes and differentiates radio stations from each other -Important because when advertisers buy radio time they usually buy the stations format, not its programs

question

Notes about Radio Advertisers

answer

-way cheaper than tv ads -yet it only makes up 4% of all ad spending -has a lot of room to grow

question

Types of Radio advertising

answer

1. network 2. spot radio 3. local radio time

question

1. Network

answer

advertisers may use one the national radio networks to carry their messages to the entire national market

question

2. Spot radio

answer

National advertisers purchase of airtime on individual stations -buying spot radio allows advertisers great flexibility in their choice of markets, stations, airtime, and copy

question

3. Local radio

answer

denotes radio spots purchased by a local advertiser or agency

question

Drive times

answer

heaviest radio use -6-10am & 3-7pm

question

Package offers for advertisers

answer

1. Run-of-station - cheapest, but leaves total control of spot placement up to the station 2. Total audience plan - package rate, guarantees a certain percentage of spots doing high ratings

question

Steps in Research Process

answer

- Situation Analysis -Informal search (internal/external) -Construction of research objectives -Primary research (qualitative/quantitative) -Interpretation and reporting of findings

question

Marketing Information System (MIS)

answer

Set of procedures for generating an orderly flow of pertinent information for use in making marketing decisions -Ensure managers get information they need when they need it

question

Informal Research

answer

Explore a problem by reviewing secondary data and interviewing few key people with the most information to share -learn about market, competition, business environment, and better define the problem.

question

Primary Data

answer

Research information gained directly from the market place. Its expensive to obtain.

question

Secondary Data

answer

Information that has previously been collected or published. It is readily available and inexpensive.

question

Assembling Internal Secondary Data

answer

Company records, product shipment figures, billings, warranty card records, advertising expenditures, sales expenses, customer correspondence, records of meetings with sales staff

question

Assembling Internal Secondary Data helps researchers analyze:

answer

Sales data, review past tracking studies, examine previous marketing research data.

question

External Secondary Data

answer

Much available information at little to no cost from the government, market research companies, trade publications, computerized databases.

question

Quantitative Research

answer

Gain reliable, hard statistics about specific market conditions or situations -observation -experiment -survey

question

Observation

answer

Method of research used when researchers monitor people's actions

question

Universal Product Code

answer

Identifying series of vertical bars with 12- digit number that atoms every consumer packaged good (observation)

question

Experiment

answer

Measure cause and effect relationship. Scientific investigation-- a researcher alters the stimulus received by a test group or groups and compares the results with those of a control group that did not receive the altered stimuli

question

Test market

answer

Isolated geographic area used to introduce and test the effectiveness of a product, ad campaign, prior to a national rollout (experiment)

question

Survey

answer

Basic method of quantitative research to get people's opinions by mail, telephone and internet.

question

Posttesting Method

answer

Test campaign under actual market conditions. Marketers use both qualitative and qualitative methods

question

5 Categories of Posttesting

answer

1) Aided Recall 2) Unaided Recall 3) Attitude Tests 4) Inquiry Tests 5) Sales Tests

question

Attitude Tests

answer

Measure a campaigns effectiveness in creating a favorable image for a company, its brand, or products.

question

Recall Tests

answer

Determine extent to which an advertisement and its message have been noticed, read or watched.

question

George Gallup

answer

Advanced understanding of power properly conducted surveys. Has a doctorate in Psychology and taught journalism at Drake Northwestern and Columbia. Passion for understanding public opinion. Worked at Young & Rubicam (NY) as head of research and marketing. Left Y&R to run his own polling firm where we accurately forecasted results of 1936 presidential election.

question

Elaboration Likelihood Model (ELM)

answer

Learning can happen through a thoughtful way (cognition) or simple way (conditioning). Two routes: Central Peripheral

question

Central

answer

High involvement with message Attention- focus on central product related information Comprehension- deep though about product's attributes Persuasion- product belief, brand attitude, purchase intention

question

Peripheral

answer

Lower involvement with product message Attention- focus on non product information Comprehension- shallow thoughts about non product Persuasion- non product belief, attitude, purchase intention

question

Mission Statement

answer

Short description of the organizations purpose.

question

Situation Analysis

answer

Second part of marketing plan. Detailed description of brand's current marketing situation.

question

SWOT

answer

Strength Weakness Opportunity Threats

question

Marketing Objectives

answer

Third parking in marketing plan. Goals of marketing effort that may be expressed in terms of the needs of specific target markets and specific sales objectives.

question

Sales Target

answer

Goals related to increasing or maintaining sales volume and market share. Specific to market and product, quantified as to time and amount and realistic. Sales volume, sales by product, market segment, customer type, market share, growth of sales volume and gross profit.

question

Communication Objectives

answer

Outcomes that can reasonably be associated with promotional activities, increase in brand recognition or awareness, increased comprehension of brand's attributes, more positive attitudes about brand or more favorable image of brand or it's typical users, and stronger intentions to try and buy a brand.

question

DAGMAR

answer

Defining Advertising Goals for Measured Advertising Results Planning tool for setting communication objectives of a campaign Awareness Comprehension Conviction Action

question

Awareness

answer

Know brand exists

question

Comprehension

answer

Knowing brand attributes

question

Conviction

answer

Favorable attitude toward brand

question

Action

answer

Purchasing and using brand

question

Marketing Strategy

answer

How company plans to meet its marketing objectives 1) Defining particular target market 2) Determine strategic position 3) Developing appropriate marketing mix for each target market

question

Selecting Target Market

answer

Using market segmentation and research to define and select the target market

question

Setting Communication Objectives

answer

Action Desire Conviction Comprehension Awareness

question

Campaigns build consumer preference and promote good will

answer

Enhances reputation and value of company name and brand. Encourages customers to make repeat purchases.

question

Relationship of IMC to sales and profit

answer

-Consumer good marketing-- increases in market share are closely related to increase in marketing budget - Sales increase with additional advertising -Sales response to advertising builds over time, durability of advertising is brief and consistent investment is important -Some sales occur with no advertising -Advertising expenditures below certain minimum levers have no effect on sales.

question

5 Categories of Posttesting

answer

Aided Recall, Unaided Recall, Attitude Tests, Inquiry Tests, Sales Test

question

Media Planning

answer

Process that directs advertising messages to the right people in the right place at the right time. Where should we advertise? Which vehicle should we use? When should we concentrate our advertising during the year? How often should we run the ad?

question

Top-Down Marketing

answer

Defines market need and the company's sales objectives and details strategies for obtaining those objectives

question

Creative Mix (Adv Strategy)

answer

Advertising elements the company controls to achieve its advertising objectives: -Target Audience -Product Concept -Communications Media -Advertising Message

question

Message Weight

answer

The total size of audience for a set of ads/an entire campaign -Gross Impression -Gross Rating Points

question

Advertising Impression

answer

Possible exposure of the advertising message to one audience member

question

Opportunity to See (OTS)

answer

Advertising impressions, multiplying medium's total audience size by the number of times an advertising message is used during the period. audience size x # of time an ad message use during the period

question

Gross Impression

answer

Total of all audiences delivered by a media plan

question

Rating

answer

Percent of households or individuals exposed to an advertising medium R= household watching/ total households x 100

question

TV Households (TVHH)

answer

Homes with TV sets

question

Gross Rating Points

answer

Add ratings of several media vehicles Add up all vehicle ratings to get gross ratings

question

Five Ms in the Media Mix

answer

Markets Money Media Mechanics Methodology

question

Markets

answer

Various target markets of media plan. Trade and consumer audience, national or regional audience

question

Money

answer

How much to budget and where to allocate it

question

Media

answer

All communication vehicles available to a marketer

question

Mechanics

answer

Deals creatively with the amiable media options

question

Methodology

answer

Overall strategy of selecting and scheduling media vehicles to achieve the desired message, weight, reach, frequency, and continuity objectives -Creativity in planning -Negotiating -Buying

question

Attention Value

answer

Advertising message and copy

question

Motivation Value

answer

Select media based on medium's ability to motivate people to act. -Good quality reproduction -Timeliness -Editoral Evidence

question

Cost Per Thousand (CPM)

answer

Cost of media vehicle #charged for ad (vehicle cost) / (gross impression) subscribers x 1,000

question

Cost Efficiency

answer

Cost of reaching the target audiences through a particular medium

question

Cost Per Point (CPP)

answer

vehicle cost / program rating

question

Mixed-Media Approach

answer

Using combination of advertising media vehicles in a single advertising campaign.

question

Synergy

answer

Total effect is greater than the sum of its parts

question

Consumer Magazine

answer

Purchased for entertainment information or both, are edited for consumers who buy products for their own personal consumption

question

Business Magazine

answer

Largest category, target business readers. Trade publications for retailers, wholesalers, business and industrial for business people involved in manufacturing and services, and professional journals for lawyers, doctors...

question

Local City Magazine

answer

Most major U.S. cities have one - typical readership is upscale professional people interested in local arts, fashion and businesses

question

Regional Publications

answer

Targeted to specific areas of the country, such as North, South, East, West

question

Vertical Publications

answer

Business publications aimed at people within a specific industry -Restaurant, Institutions

question

Horizontal Publications

answer

Business publications targeted at people with particular job functions that cut across industry lines -Purchasing magazine

question

Cover Date

answer

Date printed on a cover of a publication

question

On-Sale-Date

answer

Date magazine is actually issued

question

Standard-Size Newspaper

answer

22 inches deep 13 inches wide Divided into 6 columns

question

Tabloid Newspaper

answer

Half as deep as standard 14 inches deep 11 inches wide

question

Standard Advertising Unit (SAU)

answer

Standardized the newspaper column width, page size and ad sizes. 2 1/16 inches wide by 1 inch deep

question

Major Classification of Newspaper Advertising

answer

Display Classified Public Notices Preprinted Inserts

question

Display Advertising

answer

Includes copy, illustrations and photographs, headlines, coupons and other visual components.

question

Reading Notice

answer

Looks like editorial matter and sometimes costs more than normal display advertising. To prevent readers from mistaking it for editorial matter the word 'advertisement" appears at the top

question

Cooperative (co-op) Programs

answer

Retailers often run news ads through co-op sponsored by manufactures whose products they sell. Manufacturer pays fully or partially to create and run the ad, which features the manufacturer's product and logo along with the local retailers name and address

question

Classified Ads

answer

Newspapers, magazines, Internet ads usually arranged under subheadings that describe the class of goods or the need the ads seek to satisfy. Rates are based on the number of lines the ad occupies. Most employment housing, and automotive advertising is in the form of a classified ad.

question

Classified Display Ads

answer

Ads that run in the classified section of the newspaper buy have larger size type, photos, art borders, abundant white space and sometimes color

question

Public Notice

answer

For nominal fee, newspapers carry these legal changes in businesses and personal relationships, public government reports, notices by private citizens and organizations and financial reports

question

Preprinted Inserts

answer

Newspaper advertisements printed in advanced by the advertiser and then delivered to the newspaper plant for insertion into a specific edition Insert sizes range from a newspaper page to a double postcard, formats include brochures, mail-back devices, and perforated coupons

question

Insertion Order

answer

A form submitted to a newspaper or magazine when an advertiser wants to run an advertisement. This form states the date(s) on which the ad runs, size, requested position and the rate

question

Proof Copy

answer

Copy of the completed advertisement that is used to check for final errors and corrections

question

Tearsheet

answer

The printed ad cut out and sent by the publisher to the advertiser as a proof of the ad's print quality and that it was published.

question

Inventory

answer

Commercial time for advertisers

question

Off-network Syndication

answer

Availability of programs that originally appeared on networks to individual stations for rebroadcast

question

First-Run Syndication

answer

Programs produced specifically for the syndication market

question

Barter Syndication (advertiser-supported)

answer

Marketing of first-run TV programs to local stations free or for a reduced price because some of the ad space has been pressed to national advertisers

question

Rating Services

answer

These services measure the program audiences of TV and radio stations for advertisers and broadcasters by picking a representative sample of the market and furnishing data on the size and characteristics of views or listeners

question

Designated Market Areas (DMA)

answer

Geographic area in which TV stations attract most of their viewers

question

Dayparts

answer

Advertisers must decide when to air commercials and on which programs -TV viewers are loyal to programs not stations * 9 a.m. - 4 p.m. EST *daytime and early fringe are viewed most heavily by women

question

Primetime

answer

Viewing is the highest 8p.m. - 11 p.m. EST

question

Daypart Mix

answer

Media scheduling strategy based on TV usage levels reported by rating services

question

Bottom-up-Marketing

answer

Focuses on one specific tactic and develops into an overall strategy

ADV3008 Spring 2017 Exam 2 – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards