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Marketing Chapter 19

Glencoe Marketing Essentials 2012 Questions

QuestionAnswer
Advantages of Directory relatively inexpensive; can target all demographic groups; printed directories kept for a year
Disadvantages of Directory Can only be changed when printed
Advantages of Outdoor Highly visible; relatively inexpensive; provides messages 24/7; Can be located in specific location
Disadvantages of Outdoor Limited view time; government regulations; restricted to highways/ commercial and industrial zones
Advantages of Transit Reaches wide audience; economical; defined market of travelers
Disadvantages of Transit Difficult to target specific
6 types of Internet Ads 1. Email Ads; 2. banner ads; 3. search engine ads; 4. rich-media ads; 5. video ads; 6. social media
Advantages of Newspaper distribution known; targets people in certain areas; responses to ads and coupons are tracked; cost low
Disadvantages of Newspaper Sold outside target zone, limited shelf life; limited color availability; ads are less appealing then magazine; readership continues to decline
Five types of media 1.Print, 2.Broadcast, 3.Internet, 4.Specialty, 5.Social
4 Promotional Budgeting Methods 1.Percentage of sales, 2.All you can afford, 3.Following the competition, 4.objective and task
Newspaper Measurement and Rate determination Classified or display ad; amount of space; timing, location of ad
Internet Measurement and Rate determination display format; CPM rate based of views; paid listings portal sites; per-click rate; pay-for-sale advertising
Magazine Measurement and Rate determination circulation; type of readership; production techniques
Radio & TV Measurement and Rate determination Network radio, national spot radio, or local radio, time of day
Business-to-business magazines are also known as: trade publications.
Most television advertisements are: 30- or 60-second spots.
The two types of direct marketing are: direct mail sent to a home and electronic mail sent to an e-mail address
Magazine rates are based on circulation, the type of readership, and: production techniques
To reach customers, advertising uses a set format that is defined in terms of time or space.
The three types of radio advertising are: network radio advertising, national spot radio advertising, and local radio advertising
Who is television data collected by? ACNielsen Media Research
Who is radio data collected by? Arbitron Company
What are the two types of advertising? Promotional and Institutional Advertising
What makes up rich-media banner ads? combination of animation, video, and sound with interactive features
What is the equation for print media ad rate? Column x inches=
Three ways to compare rates Cost per thousand (CPM); Cost to reach 1,000 readers ; cost of ad x 1,000/circulation = CPM
Five factors that affect rate 1. Open rate or noncontract rate 2. when advertisement appears; 3. location of ad 4. color 5. frequency
Examples of specialty media 1. calendars, 2. magnets, 3. caps, 4. shirts, 5. pencils, 6. books, 7. pens, 8. bags
Types of internet ads 1.Banner and Search Engine Ads 2.Opt-In E-Mail Ads 3. Rich-Media and Video Ads 4.Social-Media Advertising
Types of print media 1.Newspaper Advertising 2.Directory Advertising 3.Outdoor Advertising 4.Magazine Advertising 5.Direct-Mail Advertising Transit Advertising
Types of broadcast media 1. television 2. radio
Other forms of advertising media according to the PowerPoint 1. Digital Billboards 2.Cell Phones 3.Web Logs 4.RSS News Feeds 5. Laptops 6. On-Screen Movie Theater Ads 7.Facebook® 8.Vlogs 9. iPods® 10. Bathroom Stalls 11. Video Games 12. Twitter®
Created by: tiffanie1719
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