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management2

exam 2

QuestionAnswer
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
Created by: lhaake
 

 



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