Advertising Measurement Terms (11)

Question 1

How do you know if advertising is effective?

Answer 1

There are some standard ways to measure and calculate the potential impact of advertising on the market.

Question 2

What is reach?

Answer 2

the number of people who are exposed to an ad, either by viewing a visual ad or hearing an audio ad.

Question 3

Reach is the ______ of people who are exposed to an ad, either by viewing a visual ad or hearing an audio ad.

Answer 3

number

Question 4

What is an impression?

Answer 4

An impression is one exposure of a person to an ad; some marketers refer to it as an ad being emitted or displayed once.

For example, one ad impression could mean that a television ad was played in front of one person. Or it could mean that a radio ad played in a store in which one person was shopping. Or it could further mean that an ad was displayed once on a person’s social media feed

Question 5

An impression is _____ exposure of a person to an ad; some marketers refer to it as an ad being emitted or displayed ____.

Answer 5

one, once

Question 6

Does an impression indicate the ‘quality’ of the person’s attention to the ad?

Answer 6

no

just because an impression occurs does not mean that a person is actively watching or listening to the ad. That’s why the definition of impression is not that a person sees or hears an ad once; the definition of an impression is that the ad is emitted (and a person therefore has the opportunity to hear or see it).

Question 7

an impression means that an ad is _______ and the person has the oppurtunity to see or hear it.

Answer 7

emitted

Question 8

Does an impression tell us how many people were exposed to the ad?

Answer 8

no

Impressions indicate how many times an ad has been emitted, but this doesn’t tell us how many people were exposed to the ad. For instance, if an ad has 100 impressions, it could mean 100 people saw the ad once each, or it could mean one person saw the ad 100 times.

Question 9

What is frequency?

Answer 9

Frequency is the average number of times the members of a defined market were exposed to an ad.

Question 10

Frequency is the average number of times the members of a defined ______ were exposed to an ad.

Answer 10

market

Question 11

How do you calculate frequency?

Answer 11

To obtain a frequency calculation, take the total number of impressions in a market and divide it by the number of people.

Question 12

What does effective frequency represent?

Answer 12

Effective frequency represents the minimum number of times that a person needs to be exposed to an ad for it to “make a difference” or for the customer to take an action and respond to the commercial.

Question 13

to advertsise a marketer must know…

Answer 13

means that the marketer must know the target market group, product, and advertisement characteristics and conduct market research as to how the customers respond.

Question 14

What does CPM represent?

Answer 14

PM represents the Cost Per Thousand impressions

Question 15

what is the literal term for CPM?

Answer 15

he literal term is Cost per Mille, as mille means thousand in Latin, French, and Italian. CPM is an industry standard and an easy way to compare the cost of two types of advertising.

Question 16

CPM is an industry ______ and an easy way to compare the cost of two types of advertising.

Answer 16

standard

Question 17

what is the formula for CPM?

Answer 17

ost per thousand impressions (CPM) ($) = (Advertising cost ($) / Impressions generated) X 1,000

Question 18

waste coverage is…

Answer 18

the term for advertising that reaches people who are not part of the target market and are not potential customers.

Question 19

why is waste coverage important?

Answer 19

It means the advertisement has reached the audience, but the coverage is seen as a waste because those people are not interested in purchasing. Waste coverage makes it very clear why targeted marketing is so crucial. It highlights when ad dollars have gone to waste because the ad has not been targeted well.

Question 20

what is the term for competing messages?

Answer 20

clutter or noise

Question 21

How many pure advertsiements per day does a consumer inthe U.S. see?

Answer 21

In fact, studies have calculated that a consumer in the U.S. sees an average of over 350 pure advertisements per day and over 5,000 brand exposures / advertisements.

Question 23

Why was the SUCCESS Model created by Chipip and Dan Heath, authors of The New York Times best-seller Made to Stick?

Answer 23

as a way to help ideas and messages stand out and stick in people’s minds.

Question 24

what are the charecteristics or elements of the SUCCESs model?

Answer 24

Simple

Unexpected

Concrete

Credible

Emotional

Stories

Question 25

1. Simple 1. music, images, lighting and colors
2. Unexpected. 2. Put tangible to the intangible. Give examples to bring what you’re saying to life. Show things visibly.
3. Concrete 3. Don’t overload the consumer with a million reasons why they should purchase.
4. Credible 4. There is a reason that parables and allegories are so effective: people connect with them.
5. Emotional 5. Who are your well-known clients? Whom did you help? What recognition or certifications have you received? What statistics can you use?
6. Stories 6. Create an element in the ad that is surprising or even catches people off guard.

Answer 25

1, 3

2,6

3,2

4,5

5,1

6, 4

Question 26

What are some examples of the emotional component of the SUCCESs model?

Answer 26

• Inspiration/passion
• Fear
• humor
• happiness

Question 28

What are three practical ways to add emotions into promotional messsages?

Answer 28

Music: From scary movies to triumphant battle scenes in films, music helps elicit an emotional response; find background music that portrays the emotion you want and integrate it into the ad.

Images: Use vivid imagery that represents the emotion you want.

Lighting and colors: Use lighting to reinforce a mood.