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adv 14paragraph
study guide from book
| Question | Answer |
|---|---|
| Media that reach prospects outside their homes is called what | are called out of home media. |
| Of the major ad media,outdoor advertising is how expensive? | least expensive per message delivered. |
| out of home media offers what are attractive features | instant broad coverage reach, very high frequency, great flexibility, and high impact |
| Drawbacks of out of home media include | limitations of brief messages, long lead times, high initial production costs, and diff of physically inspecting each billboard. |
| The standardized outdoor ad industry consists of about | 3,000 local and regional plant operators. |
| National ad | makes up the bulk of outdoor business. |
| The three most common forms of outdoor ad structures: | are the 30 sheet poster, the eight sheet poster, the bulletin. |
| A form of outdoor available in some cities is the | spectacular, an expensive electronic display. |
| The basic unit of sale for outdoor advertisement is the: | 100 showing, or 100 GRPs, which means the message will appear on enough panels to provide a daily exposure equal to the markets total population. |
| Transit ad includes | transit shelters, station, platform, and terminal posters, inside cards and outside posters on buses, and taxi exteriors. |
| transit medium offers | high reach, frequ, exposure, attention values at low cost. |
| transit ad exposure gives long exposure to the | advertisers message that offers repetitive value and geographic flex. |
| transit advertisers have a wide choice in the size of | space used. |
| By transit ad does not cover | some segments of society. |
| Transit ad it reaches a nonselective | audience |
| Disadvantages of transit ads | it lacks prestige, and copy is still somewhat limited. |
| 100 showing means that one ad will appear on each vehicle in that markets systems | out of home |
| Other out of home media include | mobile billboards, electronic signs, and display panels. Parking meters, and public phones. |
| Direct mail attracts more than 20% | of all ad dollars. |
| While direct mail has historically been the most __________ cost of medium | expensive major medium on a cost per exposure basis |
| Direct mail has also always been the most effective in terms | of tangible results. |
| Marketers like direct mail for its | targeting ability and accountability. |
| There are many types of direct mail ad: | from catalogs and a brochure to emails and statements suffers. |
| One of the great features of direct mail is? | that it can work in concert with ads in other media. |
| However, direct mail has many drawbacks too, what are they? | primarily its cost and the junk mail image. |
| The three things that affect direct mail are | success are the mailing lists, the offer, and the creative package. |
| The direct mail piece normally goes through what kind of production process? | process as any other print piece. |
| The ____________ the creative package, as well as _________ all affect printing costs. | size and shape as well as type of illustrations and color |
| Specialty ad are used by | businesses |
| What is the large part of promotion product industry? | specialty ads |
| Advertising specularities are effective at? | improving the perception and recollection of a business. |
| When used in communication with other media, promotional products can:? | significantly increased brand interests. |
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