exam 2
Quiz yourself by thinking what should be in
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| advantages of newspaper advertising | sense of immediacy, local emphasis, preprinted color inserts, sampling ability, catalog value
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| disadvantages of newspaper advertising | lack of target audience selectivity, high cost, limited coverage, small pass-along audience
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| advantages of magazine advertising | selectivity, access to light tv viewers, fine color reproduction, long life, pass along audience
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| disadvantages of magazine advertising | early closing dates, high cost for some publications, mechanics can be expensive, lack of immediacy, slow building of reach
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| advantages of tv advertising | sight, sound & motion (dynamic), flexibility, reach of mass and selective market, cost-efficiency
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| disadvantages of tv ads | high cost, low catalog value, low attention, DVR commercial skipping, short-lived messages, high commercial loads (lots of competition)
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| advantages of product placement ads | less expensive, not overly presented as advertising, implied endorsements, ability to select program environment consistent with product image
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| disadvantages of product placement ads | lack of control by advertiser, limited communication value, variable exposure time, decreased value over time
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| advantages of radio ads | reach targeted audience, high frequency, supporting medium, excellent for mobile population, high summer exposure, flexibility, local coverage availability, low cost
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| disadvantages of radio ads | many stations in one market, no catalog value, low attentiveness for some formats
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| advantages of outdoor ads | wide coverage areas, largest print available, frequency, around the clock exposure, high summer visibility
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| disadvantages of outdoor ads | simple messages, low recall, high cost, limited availability
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| advantages of online display ads | active medium, creative flexibility, link directly to website, content relevant, can be targeted
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| disadvantage of online display ads | conflict between online and in-store sales, low CTR, bad reputation, variable value
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| advantages of sponsored search ads | targeted searches, direct linking, response metrics, low cost legitimacy
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| disadvantages of sponsored search ads | typically plain text searching, list appearance, previous knowledge, side by side competition, no control over online reviews
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| advantages of mobil ads | personal, good for ROI, permission based pot-in, location based services, delivery of coupons
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| disadvantages of mobil ads | small screen size, network speed, lack of standards across carriers, privacy
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| advantages of social media ads | built in brand awareness, drive traffic to consumer websites, research consumer behavior, another level of engagement
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| disadvantages of social media ads | needs to be the right fit, right personnel, cost, time, money, effort
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| advantages of video game ads | real time measurement, enhance game realism, timing, entertaining, not always viewed as ads
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| disadvantages of video game ads | negative reactions, decreased value, no tracking data, smaller niche audiences, can be expensive
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| difference between defensive and offensive strategy | defensive strategy used when sales are good and offensive strategy used when sales are low
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| factors that influence the when of advertising | monthly sales patterns, budget constraints, competitive activities, production availability, promotional requirements
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| definition of geographic weighting | the practice of giving extra consideration to one or more markets that have more sales potential than others
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| three forms of geographic weighting | dollar allocation technique (more money to better markets), gross impression weighting (total # of impressions that can be bought based on budget), share of voice (message weight distribution)
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| different types of scheduling formats | continuity, flighting, pulsing
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| continuity | continuous pattern, high visability, high cost
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| flighting | heavy ads at certain times with hiatus periods, high placement of ads during farvorable times, times when ads aren't being seen
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| pulsing | mix of continuity and flighting, safest of all options, expensive
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| definition of a case study | chronicles events and charts manager responses of what happened to a business or industry over a period of time, summarizes a business organization
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| advantages of a case study | real world situations, can provide in-depth information, not limited to any on methodological tool
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| disadvantages of a case study | generalizations or limited, too little or too much information, it can be hard to identify specific problems
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| definitions of media plans | identifies problem and discusses solutions as well as implementation of those solutions
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| types of media plans | competitive or creative
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| definition of competitive media expenditure analysis | assesses weakness in competitors media tactics that represent opportunities in media selection
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| uses of competitive media expenditure analysis | figures can show regionality and seasonality, gives you a fix on ad budget, size and media mix, use data to spot new brand roll outs, infer where money is spent, watch spending patterns, make better decisions about where to meet them head on, line exten.
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| role of testing in media planning | Systematic gathering & analysis of information to help develop or evaluate advertising strategies, individual ads, & whole campaigns
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| purpose of marketing research | recruit new customers, retain current customers, regain lost customers
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| type of info. you need to know before testing a campaign | how consumers perceive its products, how consumers view the competition, brand equity, what types of ads have best appeal
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| different categories of advertising research | product concept- how consumers perceive brand
target audience selection- dominance
creative concept- what ads to use
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| Overview of Elder & Krishna study and results | examined differences b/w multiple and single sense ads, outcomes where perceived tastes and positive thoughts
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| types of media testing | new product media plan, alternative spending levels, alternative schedules, alternative media mixes
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| considerations of media testing | number of markets to use, kind of markets to include, market size, what to test for, commercial length or ad size, spill-in or out
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| concerns of media testing | pre and post test (halo effect: ads with the best first impression are rated highest), validity, reliability, sampling methods
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| difference between qualitative and quantitative methodologies | qualitative- indepth open ended responses
quantitative- observation, experiment or surveys that gain reliable statistics
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| advertising budget methods | % of sales, share of market, strategic, empirical research
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| describe perishability in regard to TV ads | there is a fixed amount of inventory for sale
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| describe demand in regard to TV ads | has an effect on advertising prices (higher demand= higher prices)
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| different dayparts of TV ads | day is broken into time periods that reflect different program types and audiences: prime time (M-S 8-11 S 7-11), day time (10-4), late night (11:30-end), weekends (sports and children's programming)
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| factors of local stations and advertising | cost varies from market to market, network affiliated or independent, local advertising, syndicated programming
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| types of syndication | straight-barter: the local station receives the program and a % of commercial time, part-barter: part cash part syndication, all cash syndication, scatter: station are obligated to run national ads for a specific syndicator
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| problems of media buying | network tv is a negotiated medium, timing and tradeoff b/w different scheduling patterns, cost considerations
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| cost influences of cable TV | can be purchased on a national or spot basis, run-of-station schedule, narrow casting (audience selectivity)
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| cost influences of magazines | costs are based on size of the ad and circulation of the mag, subscriptions and vendor sales, paid and verified circulation
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| cost influences of newspapers | run of paper, frequency and volume discounts, supplements, custom inserts
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| cost influences of radio | network (national) or spot (local radio, day parts
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| cost influences of internet | banners (cost per impression), rich media (interactivity), sponsorships or targeted mail
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| cost influences of out-of-home media | poster panels, painted bulletins, transit ads vary depending on the market, medium, size and length
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| different types of business models | solution shops (diagnose problems and recommend solutions), value adding process (brings in thing that are incomplete and adds value), facilitated networks (the same ppl that buy/sell & deliver/receive things from each other).
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| what are the tenants of the central hudson test? | 1. reg. can occur if ad is illegal 2. reg. can occur if ad is misleading 3. reg. defined to narrowly serve the gov.'s interest 4. reg. is "not more extensive than necessary"
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| identify deceptive and unfair advertising | deceptive- anything that may mislead a reasonable consumer
unfair- ads that can cause substantial injury to the consumer
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| what are some of the responses to reported advertising violations | substantiation (was there a violation), consent decree (signature to stop the ads but don't have to admit wrong doing), cease & desist order (issue prohibiting further ad of the product), corrective ads (fixed ads)
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| difference between law, regulation and ethics | law- refers to rules created by a legitimate authority
regulation- administrative law
ethics- standards of conduct
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| different categories of media law | prior restraint (ability to prevent publication of info), libel (punishing org.s and individuals who injure others thru published info), privacy (presentation of info), information access, political vs. commercial speech, indecency
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| areas of advertising regulation in Sylvie reading | 1. ownership 2. political communication 3. indecency
advertising reg: FTC regulates deception
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| current challenges for the media industry | adapting to changes in the way it is funded and the way in which it regulates itself
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| how does the role of media regulation fit into the challenges the media industry currently faces | finding a balance between encouraging greater capital flows to develop innovation while still protecting the public's long term interest.
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| regulation issues in media today | risk in exclusive acquisition of rights, hard to define the market, lessening of comp. could mean high prices and lower quality, international internet laws haven't reached consensus, how to measure mkt concentration, changes in delivery systems blur line
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| areas of media and ad regulation (in-class) | ad- content
media planning- where, when, ownership
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| importance of competitive media expenditure analysis | identify competitors, see what, when, where and how much they are spending, identify weakness in their efforts, schedules
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