Promotional Strategy Exam 2 HAILEY S

50% rule

Copies sold for less than half price do not count in circulation numbers.

Absolute cost

Actual total cost that is required to place the message.

Adjacencies

Time periods adjacent to network programs.

Ad-to-consumer relevance

The ad contains execution elements that are meaningful to consumers.

Advantages of participations

1) No long-term commitment to the program. 2) Can adjust expenditures to fit budget. 3) Provides greater reach in the media schedule.

Advergames

Online games to promote products.

Advertainment

Create video and/or music content to entertain users while advertising products.

Advertising appeal

Approach used to attract customers' attention and/or influence their feelings towards a product, service, or cause.

Advertising Execution Approaches

1) Combinations, 2) Scientific/technical evidence, 3) Demonstration, 4) Comparison, 5) Testimonial, 6) Slice of life, 7) Animation, 8) Personality symbol, 9) Imagery, 10) Dramatization, 11) Humor

Aerial advertising

Outdoor advertising using airplanes, banners, skywriting, and blimps.

Affiliates

Allied local TV stations.

Animatic

Videotape of storyboard with audio soundtrack.

Average frequency

The average number of times the target audience is exposed to a vehicle over a specified period.

Average quarter-hour (AQH) figure

The average number of people who listened to a station for at least five minutes during any quarter-hour.

Average quarter-hour rating (AQH RTG)

Estimated number of listeners as a percentage of the survey area population.

Average quarter-hour share (AQH SHR)

Percentage of total listening audience tuned in to each station.

Banner ads

Create awareness, recognition, contests, and direct-marketing objectives.

What is behavioral targeting?

Advertisers tracking consumers' website surfing behaviors.

What is a benefit?

A characteristic of a unique selling proposition.

What are bleed pages?

Ads that extend to the end of the page.

What is blended entertainment?

Combining marketing and entertainment through various mediums.

What are blogs?

Web-based publications consisting of periodic articles.

What is body copy?

The main text portion of a print ad.

What is Brand Development Index (BDI)?

Factors product usage by geographic area into decision process.

What is brand-to-consumer relevance?

When an advertised brand is of personal interest to consumers.

What is a campaign theme?

The central message communicated in all advertising and promotional activities.

What is Category Development Index (CDI)?

Provides information on potential for total product category development.

What is circulation management?

Managing costs of attracting and maintaining readers or subscribers.

What is a city zone?

A city and contiguous areas similar in character.

What is classified advertising?

Ads arranged under subheads based on the product or service.

What are combination rates?

Discounts for using several newspapers as a group.

What are commercial ratings?

Average viewership of commercials, measured live and up to three days after.

What is content sponsorship?

Sponsor provides money in return for name association and content participation.

What are contextual ads?

Ads determined by the content on the webpage.

What is continuity?

A regular pattern of advertising without gaps or non-advertising periods.

What is controlled-circulation basis?

Copies sent out to individuals that the publisher believes can influence a company's purchases.

What is cost per order (CPO)?

Evaluates the relative effectiveness of an ad based on the number of calls generated.

What is the cost per ratings point (CPRP) formula?

Cost of commercial time divided by program rating.

What is the cost per thousand (CPM) formula?

Cost of ad space (absolute cost) multiplied by circulation, divided by 100.

What is coverage?

A potential audience that might receive the message through a vehicle.

What are the advantages of creative advertising?

It can determine the success of the product or service and most importantly it can cut through clutter. It has the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems.

What is creative execution style?

The manner in which an appeal is turned into an advertising message presented to the consumer.

What are the stages of the creative process?

1) Evaluate ideas. 2) Reject the inappropriate ideas. 3) Refine the remaining ideas. 4) Give ideas a final expression.

What are the criteria for evaluating creative output?

1) Be consistent with the brand's marketing and advertising objectives. 2) Be consistent with the creative strategy and objectives. 3) Be appropriate for the target audience. 4) Communicate a clear and convincing message to the customer. 5) Keep from overwhelming the message. 6) Be appropriate for the media environment in which it will be seen. 7) Be truthful and tasteful.

What is cume?

The total number of different people who listened to a station for at least five minutes in a quarter-hour period within a reported daypart.

What is Customer Lifetime Value (CLTV)?

Determines the dollar value associated with the long-term relationship with the customer. It can help determine if a customer should be acquired and optimizes existing customers' service levels.

What is the daily inch rate formula?

Cost of ad space multiplied by 100, divided by circulation.

What are dayparts?

Specific segments of a broadcast day.

How does the size and popularity of dayparts affect advertising rates?

It determines the cost of advertising.

What are designated market areas (DMAs)?

Non-overlapping areas used for planning, buying, and evaluating TV audiences.

What are digital magazines?

Digital editions of magazines developed for tablets.

What is Digital Out of Home Media (DOOH)?

Video advertising networks, digital billboards, place-based advertising.

What are direct headlines?

Straightforward and informative headlines.

What are the advantages of direct mail?

High selectivity, reader controls exposure, high-information content, opportunities for repeat exposures.

What is direct marketing?

Organizations communicate directly with target customers to generate an immediate response or transaction.

What is direct-response advertising?

Soliciting sales response for a product through a one or two-step approach.

What are direct-response media?

Tools used by direct marketers to implement the communication process.

What are the disadvantages of participations?

Little control over ad placement, limited availability.

What are display ads?

Various formats of advertising, with a domination of banner ads.

What is display advertising?

Advertising that uses visual devices in addition to copy text.

What is divergence?

The extent to which an ad contains novel, different, or unusual elements.

What is dramatization?

Telling a short story with the product or service as the star, using excitement and suspense.

What is duplicated reach?

When an ad is placed on two shows, it has potential exposure in both.

What is e-commerce?

The direct selling of goods and services through the internet.

What is effective reach?

Percentage of audience reached at each effective frequency increment.

What is an email?

Electronic version of direct mail.

What are emotional appeals?

Ads that relate to customers' social and psychological needs.

What is ethnographic research?

Observing consumers in their natural environment.

Give examples of in-store media.

In-store ads, aisle displays, store leaflets, shopping cart signage, in-store TV.

What factors contribute to the success of OOH?

Increase of women in the workforce, increase in the number of vehicles on the road, ability to remain innovative through technology.

What are farm publications?

Publications directed to farmers and their families.

What is first cover?

The outside front position available in a magazine for an ad.

What are flat rates?

Rates with no discount for quantity or repeated space buys.

What is flighting?

Intermittent periods of advertising and non-advertising.

What are focus groups?

Qualitative discussions with consumers from the target market.

What is fourth cover?

The outside back position available in a magazine for an ad.

What is frequency?

The number of times a receiver is exposed to a media vehicle.

What are gatefolds?

Third page ads that fold out into extra-large spreads.

What are general advertising rates?

Rates for display advertisers outside the newspaper's designated market area.

What is effective reach based on?

The assumption that one exposure may not be enough.

What do emotional appeals evoke?

Positive feelings that transfer to the brand.

How are farm publications classified?

Not classified with business publications.

What is preplanning?

Gathering and organizing information on the product, market, and competition.

What are Gross Ratings Points (GRPs)?

Reach times frequency.

What are headlines?

Words in the leading position of the ad that attract the readers' attention and interest them in the rest of the message.

What is Households Using Television (HUT)?

Percentage of households in an area where TV is being watched during a specific period.

How are campaign themes expressed?

Through a slogan or tagline.

How is telemarketing used at for-profit companies?

Sales by telephone. Corporations often use this to qualify customers.

How can trial be stimulated?

Offering coupons, samples, etc.

What is image advertising?

A strategy used to develop a strong, memorable identity for a brand.

What is the image transfer process?

Implanting images of a TV commercial into a radio spot.

What is incubation?

Letting the subconscious do the work.

What is an index number?

A good indicator of the potential of a market. It is calculated by dividing the percentage of the population in a demographic segment by the percentage of users in the same segment, all times one hundred.

What are indirect headlines?

Headlines that are not straightforward about identifying the product or service or getting to the point. They may not direct attention to the message.

What are infomercials?

Long commercials designed for a 30-minute or 1-hour time slot that are designed to be viewed as a regular TV show. They are effective with a broad demographic base and brand awareness leads to increased in-store purchases.

What are informational/rational appeals?

Appeals that focus on a consumer's practical, functional, or utilitarian need for a product or service. They emphasize the features and/or the benefits of a product or service and the reasons for owning or using a particular brand.

What is inherent drama?

A characteristic of a product that makes consumers purchase it.

What are inside cards?

Cards placed above seats and luggage areas inside public transport vehicles.

What is in-store media?

Advertising that reaches consumers at the point of purchase.

What are interconnects?

Joining cable systems and networks for advertising purposes.