Chapter 13 Flashcards

(30 cards)

1
Q

support media

A

used to reach people in the target market the primary media may not have effectively reached and to reinforce, or support, their meddages

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2
Q

alternative media, below-the-line media, nonmeasured media, and nontraditional media

A

terms which describe a vast variety of channels used to deliver communications and to promote products and services

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3
Q

out-of-home advertising

A

outdoor advertising – IE: billboards, street furniture, alternative media, transit

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4
Q

digital out-of-home media

A

digital outdoor media comes video advertising networks (outdoor videos) and digital billboards

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5
Q

aerial advertising

A

skywriting, blimps, banners

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6
Q

mobile billboards

A

painted trucks and vans

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7
Q

in-store media

A

in-store ads, aisle displays, store leaflets, shopping cart signage

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8
Q

transit advertising

A

commercial transportation advertising: taxis, trains, buses, airplanes

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9
Q

inside cards

A

cards placed above the seats and luggage areas, within restaurant menus

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10
Q

outside posters

A

may appear on sides, backs, roofs; of buses, taxis, trains, or subways

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11
Q

terminal posters

A

posters within hallways of airports

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12
Q

promotional products marketing

A

“the advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives” – more up-to-date name for what used to be called specialty advertising

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13
Q

specialty advertising

A

has a new definition: a medium of advertising, sales promotion, and motivational communication employing imprinted, useful, or decorative products called advertising specialties, a subset of proportional products

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14
Q

yellow pages

A

most popular form of advertising – account for $31 billion worldwide in advertising expenditures – referred as a directional medium

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15
Q

directional medium

A

point consumers who have already decided to buy a service/product in the right direction to purchase a service/product

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16
Q

branded entertainment

A

a form of advertising that blends marketing and entertainment through television, film, music talent, and technology

17
Q

product placement

A

a brand in embedded within the script or program setting so that the image is not intrusive

18
Q

product integrations

A

a product is woven throughout the program or becomes the program itself, somewhat like product placement although takes more space within a program

19
Q

advantages of outdoor advertising (9)

A

(1) wide coverage of local markets
(2) frequency
(3) geographic flexibility
(4) creativity
(5) ability to create awareness
(6) efficiency
(7) effectiveness
(8) production capabilities
(9) timeliness

20
Q

disadvantages of outdoor advertising (6)

A

(1) waste coverage
(2) limited message capabilities
(3) wear out
(4) cost
(5) measurement problems
(6) image problems

21
Q

advantages of transit advertising (2)

A

(1) exposure

(2) frequency

22
Q

disadvantage of transit advertising (2)

A

(1) reach

(2) mood of the audience

23
Q

advantages of promotional products marketing (7)

A

(1) selectivity
(2) flexibility
(3) frequency
(4) cost
(5) goodwill: favorable impression of the advertiser
(6) high recall: name and message can be recollected
(7) supplementing other media

24
Q

disadvantages of promotional products marketing (3)

A

(1) image: the image may be cheapened by a poorly designed advertising form
(2) saturation: essentially can be cluttered if too many companies use this form of advertisement
(3) lead time

25
advantages of yellow pages (6)
(1) wide availability (2) action orientation: customers are all ready to buy (3) costs: low costs (4) frequency (5) non-intrusiveness (6) trust
26
disadvantages of yellow pages (6)
(1) market fragmentation: too specialized/localized (2) timeliness: yellow pages are only printed once a year (3) lack of creativity (4) lead times (5) clutter (6) size requirements
27
advantages of movie theater advertising (7)
(1) exposure (2) emotional attachment (3) cost: cheap in comparison to effectiveness (4) attention (5) clutter (6) proximity (7) segmentation
28
disadvantages of movie theater advertising (2)
(1) irritation | (2) cost: 20% higher than average national CPM
29
advantages of branded entertainment/product placement (9)
(1) exposure (2) frequency (3) support for other media (4) source association (5) cost (6) recall (7) bypassing regulations (8) acceptance (9) targeting
30
disadvantage of branded entertainment/product placement (8)
(1) high absolute cost (2) time of exposure (3) limited appeal (4) lack of control (5) public reaction (6) competition (7) negative placements (8) clutter