Chapter 12

Question 1

Media

Answer 1

Refers to the way messages are delivered to the audiences. Back to companies and among the audience members.

Question 2

Multiplatform

Answer 2

• use a vairety of marcom areas

Question 3

multichannel

Answer 3

variety of media

Question 4

multitargeted

Question 5

Broadcast media

Answer 5

cast their audio and visual signals broadly to reach mass audiences.

Question 6

Niche media

Answer 6

communication channels are sent to niche segments

Question 7

Measured media

Answer 7

ability to analyze cost of a media buy relative to size of its audience.

Question 8

Addressable media

Question 9

Paid media

Answer 9

traditional measured media, such as print and broadcast

Question 10

Owned media

Answer 10

channels controlled by organization and carry branded content
- corporate media
- Retail
- video
- publications
- Events
- Mobile Marketing

Question 11

Earned media

Answer 11

channels where brand communication is spread by outsiders
- word of mouth
- social media
- interest sharing.

Question 12

Gross impressions

Answer 12

Estimate of total impressions across a publications total circulation

Question 13

Reach vs Frequency

Answer 13

• Reach is the percentage of media audiences exposed at least once.
• Frequency - number of times a person is exposed to an advertisement.

Question 14

search marketing

Answer 14

Search marketing - online ads near topics

Question 15

mobile marketing

Answer 15

location based messages that can reach consumers when they are near a store

Question 16

Guerilla marketing

Answer 16

uses power of involvement to create memorable brand experiences.
- place-based strategy creates unexpected encounters with a brand.