Brainscape's Knowledge GenomeTM


Top Flashcards (Certified)
All Flashcards

IMC > Paid Media > Flashcards

Paid Media Flashcards

(118 cards)

Start Studying
1
Q

Paid media communicates to

A

Strangers

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Owned media communicates to

A

Customers

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Earned media communicates to

A

Fans

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Paid media advantages (4)

A

Message control
Scale; can generate broad reach
Good brand reminder
Measurable

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Paid media disadvantages (4)

A

Clutter
Lack of credibility
Low response rates
Indirect action

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Magazines advantages (6)

A 
Audience selectivity
Permanence
Secondary readership
Prestige
Creative flexibility
Selling power
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

This is the most selective media

A

Direct mail

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Second most selective media

A

Magazines

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

why do magazines have permanence

A

Long shelf-life

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Disadvantages of magazines (6)

A 
Audience fragmentation
Difficult to generate frequency
Long lead times
Costly for reaching a mass audience
Relatively high CPMs
Cluttered
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Are magazine subscribers or newsstand sales more involved?

A

Newsstand

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Circulation figure on which a magazine bases its rates

Generally equivalent to the guaranteed circulation

A

Rate base

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Guaranteed circulation

A

Minimum number of copies the publisher expects to circulate

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Advertisers verify the reach of magazines through a system of audited circulation called

A

ABC = audit bureau of circulation

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Opportunities for discounts (magazines) (3)

A

Frequency
Volume
Payment terms

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Opportunities for premiums (magazines) (4)

A

Color
Covers
Gatefolds
Inserts

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Advantages of newspapers (5)

A 
Timeliness
Geographic selectivity
Intensive local coverage
Mass medium
Credibility
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

Disadvantages of newspapers (5)

A 
Short life span
Lack of overall selectivity
Skews to older audiences
Clutter
Low production quality
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

6 newspaper advertising options

A 
Display advertising
Classified advertising
Sunday supplements
Run of paper (ROP)/preferred position
Split runs
Per column inch (rows)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

Display advertising (newspapers)

A

Anyone can purchase them

yard sales, dating, selling things, etc

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

Classified advertising (newspapers)

A

Traditional newspaper advertising

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

Sunday supplements (newspapers)

A

May include free standing inserts (FSI)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

Run of power versus preferred position (newspapers)

A

Location of ad

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

Split runs (newspapers)

A

Run different versions or different ads
Geographically
Ad testing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Per column inch (newspapers) | -2 formulas
(Per row) Column inches = columns * row inches Cost = column inches * rate
26
Newspaper advertising mechanics (3)
Insertion order Proof Tear sheet
27
Insertion order (newspapers)
Contract between newspaper and advertiser
28
Proof (newspapers)
Copy of ad to be approved by advertiser prior to publication
29
Tear sheet (newspaper)
Verification that the ad actually ran | The page of the newspaper torn out and sent to you
30
This medium of television - attracts most national advertising - independent stations - network affiliates
Broadcast tv
31
This medium of television - premium services - Ad-supported networks - superstations
Cable tv
32
Which medium of tv attracts most national advertising
Broadcast tv
33
Which medium of tv has premium services, ad-supported networks, and superstations
Cable tv
34
CBS, ABC, Fox, NBC are all network affiliates of
Broadcast tv
35
Advantages of broadcast tv advertising (5)
``` Mass coverage Impact Creativity Prestige Can be cost efficient ```
36
What % of us homes have a tv
98%
37
Disadvantages of broadcast tv advertising
``` Limited selectivity High production cost High Airtime cost Brevity - poor recall Clutter Zapping ```
38
What is zapping
Ability to fast forward, skip, avoid ads in any way shape or form
39
MTV, Lifetime, HDTV, CNN are superstations of
Cable tv
40
Advantages of cable tv
``` Selectivity Audience demographics - buyers! Impact Creativity Prestige Low cost (relative to broadcast) ```
41
Why are audience demographics favorable for cable tv
They tend to be buyers, more affluent, wealthy, willing to spend money, and with disposable income
42
Disadvantages of cable tv
``` Audience fragmentation Limited reach Somewhat lower quality Brevity Poor recall Clutter ```
43
Which medium to people find to be the most authoritative, influential, and persuasive
Television
44
8 types of television advertising purchases
``` Sponsorship Cosponsorship Participation (within) Spot ads (between) Syndication Program length ads (infomercials) Roadblocks Product placement ```
45
8 types of television advertising purchases
``` Sponsorship Cosponsorship Partnership (within) Spot ads (between) Syndication Program length ads (infomercials) Roadblocks Product placement ```
46
Advertiser underwrites the total cost of a program, including content and production
Sponsorship
47
Multiple advertisers sponsor a program
Cosponsorship
48
Several advertisers buy advertising segments within a program Most network TV advertising
Participation (within)
49
Run ads between programs in clusters Can be concentrated in specific regions Less expensive than participation
Spot ads (between)
50
3 types of syndication
Offnetwork First run Barter
51
Re-runs of old, popular shows sold to individual local stations for rebroadcast
Off-network syndication
52
Original programming sold to individual local stations for broadcast (ex. The jerry springer show)
First run syndication
53
Off-network or first run programming offered to local stations free or for a reduced rate with some ad positions pre-sold to prominent national advertisers (ex. Wheel of fortune, jeopardy, 30 rock)
Barter syndication
54
Combination of advertising, direct response, and sales promotion usually seen late at night Product demonstration and bead differentiation Immediate response Measurable results
Program length ads (infomercials)
55
Long-form ads running on all the networks at exactly the same time
Roadblocks
56
Advantages of product placement
Free from TiVo and DVRs Products linked to characters Credibility less of an issue
57
Disadvantages of product placement
Trade off between nonintrusive and noticeable Little control over how brand or product is featured Unclear if they work/effectiveness
58
Rating services for tv audience measurement
Nielsen & networks | Cable ratings
59
Defining tv markets for tv audience measurement
Designated market areas (DMAs)
60
Tv day parts
``` Early morning 6-9am Daytime 9am-4:30pm Early fringe 4:30-7:30pm Prime access 7:30-8pm Prime time 8pm-11pm Late news 11-11:30pm Late fringe 11:30-2am ```
61
Importance of dayparts?
Quantity and quality of viewers
62
Tv households
The number of households within a DMA that own a tv
63
DMA
Designated market areas
64
The number of households within a DMA that own a tv
Tv households
65
How many tv households have the tv on
Households using tv
66
Households using tv
How many tv households have the tv on
67
Program rating formula
Rating = Total TVHH tuned into program / Togal TVHH in an area x 100
68
Audience share formula
Share = TVHH tuned into program / HH with a TV turned on) x 100
69
This is a comparable measure of advertising weight, but does not reflect a markets size (Reachxfrequency)
GRPs
70
GRP formula for buying tv time
Reach (average rating) x frequency
71
Cost per point formula
CPP = Cost/Rating
72
Cost per thousand formula
CPM=Cost/Thousands of people (who watched the program)
73
Cost of reaching 1% of TVHH
Cost per thousand
74
What’s the most important figure for cost efficiency?
CPM calculated against size of your target market
75
Why are FOX prices higher than CBS?
Fox tends to be younger audiences, consumers are less brand loyal, more CLV
76
Run if schedule positioning
Television station/network decides when your ad runs
77
Preemption rates
Discounted price, advertiser loses the ad position if another advertiser offers to pay the higher “preemption rate”
78
Affidavits of performance
Proof that the ad ran as planned; similar to tear sheets
79
Makegoods
Compensation for missed ads or missed ratings
80
Advantages of radio ads
``` Selectivity (radio station formats) Immediacy Local relevance Can be cost efficient Reach and frequency ```
81
Disadvantages of radio ads
Limitations of sound Audience fragmentation Brief and fleeting (transitory medium Clutter
82
Radio day parts
``` Morning 6am-10am Daytime 10am-3pm Afternoon drive 3pm-7pm Nighttime 7pm-midnight All night 12am-6am ```
83
Run of station basis (ROS) for radio
Similar to ROP (print) and ROS (TV); station decides when the ad runs
84
Total audience plan (TAP)
Package rate with a certain % of spots guaranteed to run during he better dayparts
85
This identifies the average number of people who listen to a specific station for at least 5 minutes during any 15 minute period of any daypart
Average quarter hour persons
86
Average quarter hour persons interpretation
Identifies the average number of people who listen to a specific station for at least 5 minutes during any 15 minute period of any daypart
87
AQH Share formula
AQH persons/AQH of all stations x 100
88
AQH Rating formula
AQH Persons/Target Audience x 100
89
Gross impressions radio formula
GI = AQH Persons x Number is Spots
90
GRP Radio formula
``` GRPs = (GI/Target Audience) x 100 GRPs = AQH rating x number of spots ```
91
Three types of internet advertising
Web sites Banner ads Interstitial (pop ups)
92
Pricing for banner ads is usually on what basis
CPMs Sometimes performance -click throughs Affiliates
93
Affiliate marketing program for banner ad pricing
Website displays your banner; gets percentage of sales
94
These act as brokers for advertisers and websites Pool hundreds/thousands of web pages together and facilitate advertising across these pages Help advertisers get enough reach from their advertising
Ad networks
95
Advantages of online advertising
``` Selectivity Enormous reach Measurable Audience demographics Timeliness Interactive Proximity to purchase ```
96
Disadvantages of online advertising
Limited reach (mass medium?) Measurement Relatively high CPMs Easy to ignore
97
Why is measurement a disadvantage of online advertising
No standardization | What do we count as an impression?
98
Issues with mobile advertising
``` Poor creative ad formats Focus on direct response? Banners -> videos Mobile space less relationship focused (feels private) Consumer indifference Ineffective targeting and ad blocking ```
99
Types of direct mail
``` Postcards Email Sales letters Brochures Statement stuffers Catalogs ```
100
Advantages of direct mail
``` Selectivity Extensive reach Personalized impact Competitive exclusivity Measurable response ```
101
Most selective medium
Direct mail
102
Medium with the highest response rate
Direct mail
103
Disadvantages of direct mail
``` High cost per exposure Delivery (cost/control) Negative attitudes Lack of content Overexposure ```
104
Two creative tactics to give the recipient of direct mail a reason to open/keep
Disguise sender | Make an offer
105
The key to effective direct mail advertising
Mailing list!
106
3 types of mailing lists
House list Mail response list Compiled list
107
Names of existing customers compiled over time | Mailing list with the highest response rate
House list
108
Respondents to the direct mail solicitations of other organizations House lists of other direct mail advertisers Mailing list with the second highest response rate
Mail response list
109
Built based on some geographic, demographic, psychographic, behavioral profile Purchased (used multiple times) or rented (used once) Lowest mailing list response rate
Compiled list
110
Mailing list response rate order
1. House list 2. Mail response list 3. Compiled list
111
Out of home advertising
Media that reach prospects outside their homes
112
Most common form of out of home advertising
On-premise signage
113
Outdoor advertising advantages
``` Reach Frequency Geographic/demographic selectivity Impact Cost ```
114
This medium has the lowest cost per exposure of any major medium
Outdoor advertising
115
Disadvantages of outdoor advertising
``` Fleeting message Availability of locations Measurement Long lead times Creative challenge ```
116
Buying out of home media is based on
Daily GRPs 1 GRP = 1% of particular markets population Buying 100 GRPs means message will provide daily exposure theoretically to 100% of markets total population
117
Pros of cinema advertising
Captive audience Geographic selectivity Audience demographics Lack of clutter
118
Cons of cinema advertising
Netflix Control Frequency Measurement

IMC (15 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions