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marketing com part 3
| Question | Answer |
|---|---|
| selectivity | ability to reach a specific target audience |
| gatefolds | enable an advertiser to make a striking presentation by using a third page that folds out and gives the ad an extra large spread |
| bleed pages | are those where the advertisement extends all the way to the end of one page, with no margin of white space around the ad |
| split runs | where two or more versions of an ad are printed in alternate copies of a particular issue of a magazine |
| selective binding | is a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence |
| ink jet imaging | reproduces a message by projecting ink onto paper rater than using mechanical plates |
| controlled circulation basis | meaning copies are sent (usually free) to individuals the publisher believes can influence the company's purchases |
| pass along readership | can occur when the primary subscriber or purchaser gives a magazine to another person or when the publication is read in doctors' waiting rooms or beauty salons, on airplanes, and so forth |
| total audience/ readership | a combination of the total number of primary and pass along readers multiplied by the circulation of an average issue of a magazine |
| first cover | outside front |
| second cover | inside front |
| third cover | inside back |
| fourth cover | outside back |
| magazine networks | offer the advertiser the opportunity to buy space in a group of publications as a package deal |
| native advertising | which takes on the look and feel of the surrounding content, and how some critics argue that it is challenging the traditional church and state divide between editorial and advertising |
| display advertising | is found throughout the newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text |
| classified advertising | advertising that runs in newpapers and magazines that generally contains text only and is arranged under subheadings according to the product, services, or offering. employment, real estate, and automotive ads are the major forms of classified advertisin |
| preprinted inserts | advertising distributed through newspaper that is not part of the newspaper itself, but is printed by the advertiser and then taken to the newspaper to be inserted |
| the city zone | is a market area composed of the city where the paper is published and contiguous areas similar in character to the city |
| retail trading zone | is the market outside the city zone whose residents regularly trade with merchants within the city zone. |
| general advertising rates | apply to display advertisers outside the newspaper's designated market area (DMA) and to any classification deemed by the publisher to be "general" in nature. |
| retail or local advertising rates | apply to advertisers that conduct business or sell goods or services within the DMA ( designated market area) |
| standard advertising units (SAUs) | a standard developed in the newspaper industry to make newspaper purchasing rates more comparable to other media that sell space and time in standard units |
| Flat rates | which means they offer no discount for quantity or repeated space buys |
| open rate structure | which means various discounts are available |
| run of paper (ROP) | which means the paper can place the ad on any page or in any position it desires |
| Preferred position rate | a rate charged by newspapers that ensures the advertiser the ad will appear in the position required and/or in a specific section of the newspaper. |
| combination rates | where they get a discount for using several newspapers as a group |
| support media | those media used to support or reinforce messages sent to target markets through other more "dominant" and/or more traditional media |
| alternative media | a term commonly used in advertising to describe support media |
| below the line media | a term used to refer to support media whose costs are not assigned directly to advertising and/ or promotional budgets |
| nonmeasured media | a term commonly used in the advertising industry to describe support media. |
| nontraditional media | newer media, including various forms of support media such as entertainment marketing, guerrilla marketing, product placements, and the like, as well as internet and interactive media, such as blogs, podcasts, and more. |
| out of home advertising | the variety of advertising forms including outdoor, transit, skywriting, and other media viewed outside the home |
| digital out of home media | traditional out of home media (billboards, transit ads, etc) now presented in a digital format |
| aerial advertising | a form of outdoor advertising where messages appear in the sky in the form of banners pulled by airplanes, skywriting, and on blimps |
| mobile billboards | an out of home medium in which advertisements are able to be transported to different locations (signs painted on automobiles, trailers pulling billboards, and the like . |
| in store media | advertising and promotional media that are used inside of a retail store such as point of purchase displays, ads on shopping carts, coupon dispensers and display boards |
| transit advertising | advertising targeted to target audiences exposed to commercial transportation facilities, including buses, taxis, trains, elevators. trolleys, airplanes, and subways. |
| inside cards | a form of transit advertising where messages appear on cards or boards inside of vehicles such as buses, subways, or trolleys |
| outside posters | outdoor trasit posters appearing on buses, taxis, trains, subways, and trolley cars |
| terminal posters | floor displays, island showcases, electronic signs, and other forms of advertisements that appear in train or subway stations, airline terminals, and the like. |
| promotional products marketing | the advertising or promotional medium or method that uses promotional products such as ad specialties, premiums, business gifts, awards, prizes, or commemorative. |
| specialty advertising | an advertising, sales promotion, and motivational communications medium that employs useful articles of merchandise imprinted with an advertiser's name, message, or logo |
| yellow pages | a telephone directory providing names of companies that provide specific products and/or services |
| directional medium | advertising media that are not used to created awareness or demand for products or services but rather to inform customers as to where purchases can be made once they have decided to buy. the yellow pages are an example of directional medium |
| branded entertainment | the combined use if an audiovisual program (such as tv, radio, podcast, or videocast) and a brand to market a product or service. the purpose of a branded entertainment program is to entertain, while promoting |
| product placements | a form of advertising and promotion in which products are places in television shoes and/or movies to gain exposure |
| product integrations | the act of integrating the product into television program content |
| advertainment | media combining the use of advertising and entertainment (for example, in game advertising, advergaming ) |
| advergames | online games designed to promote a product and or brand |
| digital billboards | billboards using digital imagery that changes every 6 to 8 seconds |
Created by:
osiriscontreras