Term
| Ads have been placed on the back of envelopes that contain airplane tickets and on banners pulled by planes that are flown over sports arenas. Both of these are examples of: |
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Definition
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Term
| ) _____ media are used to reach those people in the target market the primary media may not have effectively reached and to reinforce, or support, their messages. |
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Definition
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Term
| Media used to reinforce communications messages that may have been received from other forms of advertising are called: |
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Definition
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Term
| Another name for alternative media is: |
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Definition
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Term
| Support media can be broadly divided into: |
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Definition
| traditional support media and non-traditional support media. |
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Term
| _____ media includes billboards, street furniture, alternative media, and transit—as well as specific forms of radio. |
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Definition
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Term
| The _____ categorizes billboards, street furniture, alternative media, and transit—as well as specific forms of radio as out-of-home or outdoor media |
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Definition
| Outdoor Advertising Association of America (OAAA) |
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Term
| Of all out-of-home media, _____ advertising enjoys the highest gross billings and the largest percentage of the market. |
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Definition
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Term
| Which of the following pieces of federal legislation had the greatest impact on outdoor advertising? |
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Definition
| Highway Beautification Act of 1965 |
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Term
| A major reason for the continued success of outdoor advertising is: |
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Definition
| innovation through technology |
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Term
| Video advertising, digital billboards, and ambient advertising are forms of: |
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Definition
| digital out-of-home media. |
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Term
| Digital outdoor media takes three forms. They are video advertising networks, ambient advertising and: |
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Definition
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Term
| _____ are screens which transmit in LED (light emitting diodes) or LCD (liquid crystal display) technologies. |
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Definition
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Term
| _____ include(s) smaller signs that appear in restrooms, stairs, personal vehicles, and on specialty items. |
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Definition
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Term
| Airplanes pulling banners, skywriting, and blimps all constitute: |
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Definition
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Term
| The cost of mobile billboards depend on: |
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Definition
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Term
| Aisle displays, store leaflets, shopping cart signage, and in-store TV are examples of _____ media. |
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Definition
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Term
| _____ is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways. |
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Definition
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Term
| Based on research figures, approximately two-thirds of all consumers' purchase decisions are made while shopping. Given this fact, which of the following media should be most effective in influencing consumer decisions? |
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Definition
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Term
| What is an advantage of outdoor advertising? |
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Definition
| Wide coverage of local markets |
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Term
| _____ is "the advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives." |
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Definition
| Promotional products marketing |
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Term
| Promotional products marketing is the more up-to-date name for what used to be called: |
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Definition
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Term
| The more up-to-date name for what was once called "specialty advertising" is: |
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Definition
| promotional products marketing |
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Term
| _____ is a medium of advertising, sales promotion, and motivational communication employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products. |
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Definition
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Term
| Which support medium should be employed if the objective is to achieve high levels of retention and have the communication serve as a frequent reminder? |
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Definition
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Term
| Which of the following forms of support media is described as the only medium that frequently generates goodwill in the receiver? |
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Definition
| promotional products marketing |
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Term
| Which of the following is a disadvantage of promotional products marketing? |
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Definition
| possibility of market saturations |
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Term
| Because _____ advertising does not create awareness or demand for products or services, but rather points consumers toward where their purchases can be made, it is considered a directional medium. |
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Definition
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Term
| Which of the following is an advantage of movie theater advertising? |
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Definition
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Term
| ) _____ is a form of advertising that blends marketing and entertainment through television, film, music talent, and technology. |
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Definition
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Term
| In ____, the product is woven throughout the program or becomes the program itself. |
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Definition
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Term
| Advertainment, content sponsorship, and ad-supported video on demand are examples of: |
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Definition
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Term
| With which type of advertising medium is source association strongest? |
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Definition
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Term
| A company promoting its product through product placements in movies would benefit from: |
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Definition
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Term
| Which of the following statements about product placement advertising is true? |
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Definition
| There is a strong source association between actors and the products. |
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Term
| example of a disadvantage associated with branded entertainment? |
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Definition
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Term
| Guerilla marketing is also known as: |
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Definition
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Term
| The strategy behind place-based media is to: |
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Definition
| bring the advertising media to the consumer. |
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Term
| The primary advertising medium in terms of both ad revenue and number of advertisers is: |
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Definition
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Term
| _____ are often referred to as high-involvement media, because they generally require some attention and effort on the part of the consumer to process the information that they provide. |
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Definition
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Term
| More companies buy advertising _____ than in any other medium. |
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Definition
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Term
| _____ classifies magazines into three major categories and is the primary reference source for media planners. |
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Definition
| standard rate and data service |
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Term
| According to Standard Rate and Data Service (SRDS), magazines can be classified as: |
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Definition
| consumer, health care, and business publications |
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Term
| Nearly two-thirds of all advertising dollars spent in magazines, are spent in _____ magazines. |
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Definition
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Term
| ) _____ magazines assemble consumers with similar lifestyles or interests and offer marketers an efficient way to reach these people with little wasted coverage or circulation |
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Definition
| special interest consumer |
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Term
| Which of the following industries spends most of its advertising media budget in magazines since it is prohibited from advertising in broadcast media? |
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Definition
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Term
| Business publications are important to advertisers because: |
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Definition
| they provide an efficient way of reaching the specific types of individuals who constitute their target market. |
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Term
| Selectivity, reproduction quality, creative flexibility, and prestige are all potential advantages of which of the following advertising medium? |
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Definition
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Term
| ) One of the primary advantages of using magazines as an advertising medium is their: |
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Definition
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Term
| The use of a third page that folds out to create an extra large advertising spread in a magazine is called a(n): |
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Definition
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Term
| ) Magazine advertisements that extend to the end of the page rather than leaving a margin around the ad are called: |
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Definition
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Term
| ) Bob Wilkes shoes horses for a living. He has a large list of customers who often ask him for unusual features such as "Is there any sort of shock absorbers available for horses?" To answer these questions, he subscribes to American Farriers Journal and stores all of his previous issues so he can use them as reference material. The way Wilkes uses this publication demonstrates which of the following advantages of magazines? |
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Definition
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Term
| Consumers are generally receptive to advertising in magazines because: |
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Definition
| the ads are relevant to them and can be of value in making a purchase decision. |
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Term
| Which of the following statements provides a reason why consumers are more receptive to magazine advertising than to television advertising? |
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Definition
| Because they are interested in the content and ads provide additional information relevant to the issue or topic area. |
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Term
| ) A(n) _____ test is a service offered by magazines where two or more versions of an ad are run in alternate copies of a particular issue of a publication. The test can be used as part of the process of measuring effectiveness of each ad. |
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Definition
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Term
| _____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine. |
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Definition
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Term
| Which of the following is a disadvantage associated with advertising in magazines? |
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Definition
| limited reach and frequency |
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Term
| Advertisers who are seeking broad reach and frequency in their media schedules: |
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Definition
| must purchase space in a number of magazines since most publications have thin penetration of households. |
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Term
| The high ratio of advertising to editorial content in most magazines causes magazines to have a problem with: |
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Definition
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Term
| Clutter is viewed as less of a problem for magazines than radio or television because: |
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Definition
| exposure to magazine ads is easier to control as the consumer can simply turn a page if uninterested in an ad. |
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Term
| While purchasing advertising space in magazines, media planners will focus primarily on the: |
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Definition
| cost of the advertising space relative to the size and composition of the audience reached. |
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Term
| _____ is the number of magazine copies distributed to original subscribers or purchasers. |
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Definition
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Term
| Many business magazines are sent free to individuals who, a publisher believes, are appropriate members of a target audience and can influence purchases for products and services advertised in the publication. This is known as _____ basis. |
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Definition
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Term
| _____ describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places. |
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Definition
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Term
| A magazine with a circulation of 2.5 million and 3 readers per copy would have a total audience or readership of _____ million. |
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Definition
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Term
| A magazine with a circulation of 100,000 and 2 readers per copy would have a _____ of 200,000. |
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Definition
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Term
| The cost of advertising space in magazines is primarily a function of: |
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Definition
| the circulation of the publication |
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Term
| _____ advertising is a category of advertising that is found throughout a newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text. |
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Definition
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Term
| The largest percentage of newspaper advertising revenue comes from: |
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Definition
| display advertising by advertisers |
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Term
| Because of the medium's ability to turn information around quickly and deliver a detailed message, many companies who provide critical services to consumers often choose to advertise in _____ to respond to natural disasters such as earthquakes or hurricanes. |
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Definition
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Term
| Newspapers generally offer more _____ than any other medium except for direct mail. |
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Definition
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Term
| ) An advertiser preparing to run a large ad in a weekly newspaper needs to know that _____ can be a disadvantage associated with the selection of newspapers as the media vehicle. |
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Definition
| lack of demographic selectivity |
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Term
| One of the greatest limitations of newspapers as an advertising medium is _____ due to the coarse paper stock used in printing most newspapers. |
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Definition
| poor reproduction quality |
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Term
| The _____ is a market outside of a city whose residents regularly do business within the city. |
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Definition
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Term
| Traditionally, newspaper advertising space for national advertisers has been sold by the: |
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Definition
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Term
| ) _____ is a system that was created in 1984 to make newspaper advertising rates comparable to other media that sell space and time in standardized units. |
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Definition
| Standard advertising units |
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Term
| When a newspaper offers no discounts for quantity or repeated space buys, it is using a(n) _____ structure. When discounts are available, it is using a(n) _____ structure. |
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Definition
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Term
| The promoter of a boxing match would probably want to place an ad in the sports section of the newspaper and, therefore, pay a(n) _____ rate. |
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Definition
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Term
| Which of the following dayparts sees the largest radio audiences? |
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Definition
| morning drive time and evening |
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Term
| Advertisers who want the ability to demonstrate how their product operates and actually show its use are most likely to choose: |
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Definition
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Term
| Mercedes Benz automobiles runs commercials for its expensive automobiles on the A&E cable channel, which reaches a highly educated and upscale audience. This is an example of how _____ is possible through television. |
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Definition
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Term
| Audience selectivity on television is possible as a result of: |
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Definition
| Variations in program content |
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Term
| The pervasiveness and intrusive nature of ____, as an advertising medium, contributes to the high level of distrust consumers have for the ads that appear in it. |
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Definition
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Term
| The WB assembled a group of affiliated independent television stations to which it supplied programming and other services. The WB is an example of a: |
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Definition
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Term
| _____ are local TV stations to which a single television network supplies programming and services. |
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Definition
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Term
| The buying period that takes place prior to the upcoming television season and where networks sell much of their commercial time is referred to as: |
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Definition
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Term
| The buying period for television advertising time that runs throughout the television season is known as the _____ market. |
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Definition
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