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exam 2

Quiz yourself by thinking what should be in each of the black spaces below before clicking on it to display the answer.

advantages of newspaper advertising   sense of immediacy, local emphasis, preprinted color inserts, sampling ability, catalog value  
disadvantages of newspaper advertising   lack of target audience selectivity, high cost, limited coverage, small pass-along audience  
advantages of magazine advertising   selectivity, access to light tv viewers, fine color reproduction, long life, pass along audience  
disadvantages of magazine advertising   early closing dates, high cost for some publications, mechanics can be expensive, lack of immediacy, slow building of reach  
advantages of tv advertising   sight, sound & motion (dynamic), flexibility, reach of mass and selective market, cost-efficiency  
disadvantages of tv ads   high cost, low catalog value, low attention, DVR commercial skipping, short-lived messages, high commercial loads (lots of competition)  
advantages of product placement ads   less expensive, not overly presented as advertising, implied endorsements, ability to select program environment consistent with product image  
disadvantages of product placement ads   lack of control by advertiser, limited communication value, variable exposure time, decreased value over time  
advantages of radio ads   reach targeted audience, high frequency, supporting medium, excellent for mobile population, high summer exposure, flexibility, local coverage availability, low cost  
disadvantages of radio ads   many stations in one market, no catalog value, low attentiveness for some formats  
advantages of outdoor ads   wide coverage areas, largest print available, frequency, around the clock exposure, high summer visibility  
disadvantages of outdoor ads   simple messages, low recall, high cost, limited availability  
advantages of online display ads   active medium, creative flexibility, link directly to website, content relevant, can be targeted  
disadvantage of online display ads   conflict between online and in-store sales, low CTR, bad reputation, variable value  
advantages of sponsored search ads   targeted searches, direct linking, response metrics, low cost legitimacy  
disadvantages of sponsored search ads   typically plain text searching, list appearance, previous knowledge, side by side competition, no control over online reviews  
advantages of mobil ads   personal, good for ROI, permission based pot-in, location based services, delivery of coupons  
disadvantages of mobil ads   small screen size, network speed, lack of standards across carriers, privacy  
advantages of social media ads   built in brand awareness, drive traffic to consumer websites, research consumer behavior, another level of engagement  
disadvantages of social media ads   needs to be the right fit, right personnel, cost, time, money, effort  
advantages of video game ads   real time measurement, enhance game realism, timing, entertaining, not always viewed as ads  
disadvantages of video game ads   negative reactions, decreased value, no tracking data, smaller niche audiences, can be expensive  
difference between defensive and offensive strategy   defensive strategy used when sales are good and offensive strategy used when sales are low  
factors that influence the when of advertising   monthly sales patterns, budget constraints, competitive activities, production availability, promotional requirements  
definition of geographic weighting   the practice of giving extra consideration to one or more markets that have more sales potential than others  
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)  
different types of scheduling formats   continuity, flighting, pulsing  
continuity   continuous pattern, high visability, high cost  
flighting   heavy ads at certain times with hiatus periods, high placement of ads during farvorable times, times when ads aren't being seen  
pulsing   mix of continuity and flighting, safest of all options, expensive  
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  
advantages of a case study   real world situations, can provide in-depth information, not limited to any on methodological tool  
disadvantages of a case study   generalizations or limited, too little or too much information, it can be hard to identify specific problems  
definitions of media plans   identifies problem and discusses solutions as well as implementation of those solutions  
types of media plans   competitive or creative  
definition of competitive media expenditure analysis   assesses weakness in competitors media tactics that represent opportunities in media selection  
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.  
role of testing in media planning   Systematic gathering & analysis of information to help develop or evaluate advertising strategies, individual ads, & whole campaigns  
purpose of marketing research   recruit new customers, retain current customers, regain lost customers  
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  
different categories of advertising research   product concept- how consumers perceive brand target audience selection- dominance creative concept- what ads to use  
Overview of Elder & Krishna study and results   examined differences b/w multiple and single sense ads, outcomes where perceived tastes and positive thoughts  
types of media testing   new product media plan, alternative spending levels, alternative schedules, alternative media mixes  
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  
concerns of media testing   pre and post test (halo effect: ads with the best first impression are rated highest), validity, reliability, sampling methods  
difference between qualitative and quantitative methodologies   qualitative- indepth open ended responses quantitative- observation, experiment or surveys that gain reliable statistics  
advertising budget methods   % of sales, share of market, strategic, empirical research  
describe perishability in regard to TV ads   there is a fixed amount of inventory for sale  
describe demand in regard to TV ads   has an effect on advertising prices (higher demand= higher prices)  
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)  
factors of local stations and advertising   cost varies from market to market, network affiliated or independent, local advertising, syndicated programming  
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  
problems of media buying   network tv is a negotiated medium, timing and tradeoff b/w different scheduling patterns, cost considerations  
cost influences of cable TV   can be purchased on a national or spot basis, run-of-station schedule, narrow casting (audience selectivity)  
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  
cost influences of newspapers   run of paper, frequency and volume discounts, supplements, custom inserts  
cost influences of radio   network (national) or spot (local radio, day parts  
cost influences of internet   banners (cost per impression), rich media (interactivity), sponsorships or targeted mail  
cost influences of out-of-home media   poster panels, painted bulletins, transit ads vary depending on the market, medium, size and length  
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).  
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"  
identify deceptive and unfair advertising   deceptive- anything that may mislead a reasonable consumer unfair- ads that can cause substantial injury to the consumer  
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)  
difference between law, regulation and ethics   law- refers to rules created by a legitimate authority regulation- administrative law ethics- standards of conduct  
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  
areas of advertising regulation in Sylvie reading   1. ownership 2. political communication 3. indecency advertising reg: FTC regulates deception  
current challenges for the media industry   adapting to changes in the way it is funded and the way in which it regulates itself  
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.  
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  
areas of media and ad regulation (in-class)   ad- content media planning- where, when, ownership  
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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