Advertising Media Overview

A collection of vocabulary flashcards covering key concepts and terms related to traditional and online advertising media.

Criteria for Media Choice

Factors influencing selection of advertising media including consumer preferences, advertiser's objectives, creative needs, competitive challenges, and budget.

Strengths of Newspapers

Advantages of using newspapers for advertising such as local audience reach, mass coverage, flexibility, detailed copy use, and timeliness.

Weaknesses of Newspapers

Disadvantages of using newspapers for advertising including clutter, lack of selectivity, mediocre reproduction, complicated buying, changing readership, and declining readership.

Media Kit

A package containing demographic details of a magazine's readership and rate cards indicating advertisement costs.

Strengths of Magazines

Benefits of magazine advertising, including large audience reach, selectivity, long life, high quality reproduction, detailed information presentation, authoritative information conveyance, and high involvement potential.

Weaknesses of Magazines

Challenges of advertising in magazines such as lack of intrusiveness, long lead times, clutter, limited geographical options, and variability in circulation.

Radio Day Parts

Segments of the day used for scheduling ads on radio, including Morning Drive, Midday, Afternoon Drive, Evening, and Overnight.

Strengths of Radio

Advantages of radio advertising such as segmented market reach, intimacy, cost-effectiveness, short lead times, transfer of imagery from TV, and use of local personalities.

Weaknesses of Radio

Disadvantages of radio advertising including clutter, no visuals, fractionalized audience, and buying difficulties.

TV Strengths

Benefits of TV advertising such as demonstration capability, high impact and excitement generation, and effective use of humor.

TV Weaknesses

Challenges faced in TV advertising, including rapidly rising costs, audience erosion, fractionalization, zipping and zapping, and clutter.

Benefits of Online Advertising

Advantages of online advertising, including individualization, interactivity, immediate publishing, and cost efficiency.

Costs of Online Advertising

Challenges associated with online advertising such as user distraction, overwhelming choices, international coordination, rapid changes, and short lead times.

Behavioral Targeting

Advertising strategy using cookies and past search behavior to target consumers.

Metrics for Measuring Internet Ad Performance

Measurement metrics for online advertising effectiveness including click-through rates (CTR), cost per thousand impressions (CPM), and cost per action (CPA).

Advantages of Social Media

Benefits of social media advertising including flexibility, diverse reach, consumer engagement, two-way dialogue, and improved metrics.

Disadvantages of Social Media

Challenges related to social media advertising such as privacy concerns, potential for lost productivity, meaningless comments, and negative feedback.

Direct Marketing vs. Direct Response Advertising

Direct marketing involves direct communication with consumers, including methods like direct mail, telemarketing, and selling; direct response advertising focuses on immediate responses.

Customer Lifetime Value (CLV)

The net profit value a company stands to realize from an average new customer over a specified period.