Glencoe Marketing Essentials 2012 Questions
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| Advantages of Directory | relatively inexpensive; can target all demographic groups; printed directories kept for a year
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| Disadvantages of Directory | Can only be changed when printed
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| Advantages of Outdoor | Highly visible; relatively inexpensive; provides messages 24/7; Can be located in specific location
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| Disadvantages of Outdoor | Limited view time; government regulations; restricted to highways/ commercial and industrial zones
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| Advantages of Transit | Reaches wide audience; economical; defined market of travelers
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| Disadvantages of Transit | Difficult to target specific
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| 6 types of Internet Ads | 1. Email Ads; 2. banner ads; 3. search engine ads; 4. rich-media ads; 5. video ads; 6. social media
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| Advantages of Newspaper | distribution known; targets people in certain areas; responses to ads and coupons are tracked; cost low
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| Disadvantages of Newspaper | Sold outside target zone, limited shelf life; limited color availability; ads are less appealing then magazine; readership continues to decline
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| Five types of media | 1.Print, 2.Broadcast, 3.Internet, 4.Specialty, 5.Social
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| 4 Promotional Budgeting Methods | 1.Percentage of sales, 2.All you can afford, 3.Following the competition, 4.objective and task
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| Newspaper Measurement and Rate determination | Classified or display ad; amount of space; timing, location of ad
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| Internet Measurement and Rate determination | display format; CPM rate based of views; paid listings portal sites; per-click rate; pay-for-sale advertising
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| Magazine Measurement and Rate determination | circulation; type of readership; production techniques
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| Radio & TV Measurement and Rate determination | Network radio, national spot radio, or local radio, time of day
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| Business-to-business magazines are also known as: | trade publications.
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| Most television advertisements are: | 30- or 60-second spots.
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| The two types of direct marketing are: | direct mail sent to a home and electronic mail sent to an e-mail address
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| Magazine rates are based on circulation, the type of readership, and: | production techniques
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| To reach customers, advertising uses a set format that is defined in terms of | time or space.
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| The three types of radio advertising are: | network radio advertising, national spot radio advertising, and local radio advertising
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| Who is television data collected by? | ACNielsen Media Research
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| Who is radio data collected by? | Arbitron Company
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| What are the two types of advertising? | Promotional and Institutional Advertising
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| What makes up rich-media banner ads? | combination of animation, video, and sound with interactive features
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| What is the equation for print media ad rate? | Column x inches=
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| Three ways to compare rates | Cost per thousand (CPM); Cost to reach 1,000 readers ; cost of ad x 1,000/circulation = CPM
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| Five factors that affect rate | 1. Open rate or noncontract rate 2. when advertisement appears; 3. location of ad 4. color 5. frequency
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| Examples of specialty media | 1. calendars, 2. magnets, 3. caps, 4. shirts, 5. pencils, 6. books, 7. pens, 8. bags
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| Types of internet ads | 1.Banner and Search Engine Ads 2.Opt-In E-Mail Ads 3. Rich-Media and Video Ads 4.Social-Media Advertising
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| Types of print media | 1.Newspaper Advertising 2.Directory Advertising 3.Outdoor Advertising 4.Magazine Advertising 5.Direct-Mail Advertising
Transit Advertising
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| Types of broadcast media | 1. television 2. radio
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| Other forms of advertising media according to the PowerPoint | 1. Digital Billboards 2.Cell Phones 3.Web Logs 4.RSS News Feeds 5. Laptops 6. On-Screen Movie Theater Ads 7.Facebook® 8.Vlogs 9. iPods® 10. Bathroom Stalls 11. Video Games 12. Twitter®
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