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ISC 161 > Exam 3 > Flashcards

Exam 3 Flashcards

1
Q

allow the presentation of detailed information that can be processed at the readers own pace

A

newspapers and magazines

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2
Q

require some effort on the part of the reader for the advertising message to have an impact

A

high-involvement media

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3
Q

bought by the general public for information and/or entertainment

A

consumer magazines

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4
Q

published for specific businesses, industries, or occupations

A

business and health care publications

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5
Q

directed at businesspeople in various manufacturing and production industries

A

industrial magazines

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6
Q

targeted at wholesalers, dealers, distributors, and retailers

A

trade magazines

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7
Q

aimed at executives in all areas of business

A

general business magazines

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8
Q

targeted to various areas including, dental, medical, surgical, nursing, biotechnological science, hospital administration, and veterinary medicine

A

health care publications

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9
Q

advantages of advertising in magazines

A

selectivity, high quality, creative flexibility, permanence, readers high involvement

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10
Q

where two or more versions of an ad are printed in alternative copies of a particular issue of a magazine (allow advertiser to determine which ad generates the most responses)

A

split run

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11
Q

published each weekday, found in cities and large towns

A

daily newspapers

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12
Q

found in small towns or suburbs, ignore national and world news

A

weekly newspapers

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13
Q

appeal to large national advertisers and to regional advertisers that use specific geographic editions of these publications

A

national newspapers

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14
Q

channels used to deliver communications and to promote products and services

A

support media

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15
Q

media encompass many advertising formats found out of the home (billboards, street furniture, transit)

A

out of home advertising

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16
Q

digital video screens that appear in offices, stores, theaters, transit networks, and entertainment venues

A

digital out of home media

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17
Q

airplanes pulling banners, skywriting, and blimps

A

aerial advertising

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18
Q

painted cars with ads, mount ads on trailers

A

mobile billboards

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19
Q

in store ads, aisle displays, shopping cart signage

A

in store media

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20
Q

inside cars, outside posters in stations and terminals (targeted at people who are exposed to commercial transportation facilities)

A

transit advertising

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21
Q

a visual or verbal passive placement of the brand, with no integration into the program/movie; advertising within another program

A

product placement

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22
Q

a system of marketing by which organizations communication directly with target customers to generate a response or transaction

A

direct marketing

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23
Q

unsolicited mail you receive

A

direct mail

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24
Q

many companies use catalogs in conjunction with their more traditional sales strategies

A

catalogs

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25
Q

direct mail on the internet, electronic version of regular mail

A

email

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26
Q

television and radio direct response and support advertising

A

broadcast media

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27
Q

include direct-response commercials commonly seen on television for products such as drugs, toiletries, audio supplies, household products

A

tv spots

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28
Q

a long commercial that is designed to fit into a 30 minute or 1 hour time slot and last from 15 seconds to 2 minutes

A

informercials

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29
Q

direct marketing itself is a form of advertising

A

direct marketing with advertising

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30
Q

public relations activities employ direct response techniques

A

direct marketing with public relations

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31
Q

telemarketing and direct selling are two methods of personal selling used to generate sales

A

direct marketing with personal selling

32
Q

using direct marketing tools to inform customers of sales promotions

A

direct marketing with sales promotion

33
Q

adding a promotional product to a direct mailers

A

direct marketing with support media

34
Q

the medium is used directly to obtain an order

A

one step approach

35
Q

involve the use of more than one medium

A

two step approach

36
Q

creating awareness or recognition, entering viewers into contests and sweepstakes, or direct marketing objections

A

banners

37
Q

when a company pays to sponsor a section of a site

A

regular sponsorship

38
Q

the sponsor not only provides dollars in return for name association but also participates in providing the content itself

A

content sponsorship

39
Q

a window appears on your screen in attempt to get your attention

A

pop ups

40
Q

ads that appear underneath the web page and become visible only when the user leaves the site

A

pop unders

41
Q

full page ads that appear on your screen while waiting for a site content to download

A

interstitials

42
Q

those that appear because of their relevance to the search terms, no advertisements

A

organic search results

43
Q

paid advertising by placing their ads on web pages that display results from search engine queries

A

nonorganic search result

44
Q

based on advertisers targeting consumers by tracking their website surfing behaviors

A

behavioral targeting

45
Q

advertisers who target their ads based on the content of the web page

A

contextual ads

46
Q

a form of paid media where the ad experience follows the natural form and function of the user experience in which it is place (less intrusive)

A

native advertising

47
Q

a broad range of interactive digital media that exhibits dynamic motion, taking advantage of enhanced sensory features

A

rich media

48
Q

the process of improving the volume of traffic driven to ones site by a search engine through unpaid results as opposed to paid inclusions; considers how search engines work and edits its HTML to increase its relevance to keywords

A

SEO (search engine optimization)

49
Q

traditional measures used to evaluate the effectiveness of messages

A

recall and retention
surveys
sales
tracking
ROI

50
Q

employees, stockholders, and investors of the firm, and members of the local community, suppliers, and current customers

A

internal audience

51
Q

people who are not closely connected with the organization

A

external audiences

52
Q

advantages of public relations

A

cost effective
highly targeted
credibility
avoidance of clutter

53
Q

disadvantages or public relations

A

lack of control
media time not guaranteed

54
Q

refers to the generation of news about a person, product, or service that appears in broadcast, digital, or print media (subset of public relations)

A

publicity

55
Q

information must be factual, true, and of interest to the medium as well as to its audience

A

the press release

56
Q

topic must be of major interest to a specific group before it is likely to gain coverage; companies use when they have significant news to announce

A

press conference

57
Q

offer one particular medium exclusive right to the story if that medium reaches a substantial number of people in the target audience

A

exclusives

58
Q

many companies and individuals enhance their public image through involvement in the local community

A

community involvement

59
Q

companies will post information on their websites providing announcements and updates on product releases, recalls, or other issues

A

social networks and blogs

60
Q

a publicity piece of produced by publicists so that stations can air it as a news story

A

video news release

61
Q

doesn’t promote any one specific product or service; designed to promote the firm overall

A

corporate advertising

62
Q

companies link with charities or nonprofit organizations as contributing sponsors

A

cause-related marketing

63
Q

advantages of personal selling

A

two way interaction
lack of distraction

64
Q

disadvantages of personal selling

A

inconsistent messages
high cost
poor reach

65
Q

those who need the product or service (qualified leads)

A

prospects

66
Q

those who may become customers

A

leads

67
Q

used to screen leads and pass them on to the sales floor

A

telemarketing

68
Q

8 step personal selling process

A
  1. prospecting
  2. pre approach
  3. approach
  4. sales presentation
  5. trial close
  6. handling objectives
  7. closing the sale
  8. follow - up
69
Q

looking for and checking leads

A

prospecting

70
Q

collecting as much relevant information as possible prior to the sales presentation

A

pre approach

71
Q

focusing on the features, advantages, and benefits of the product or service to the buyer

A

approach

72
Q

presenting vocally and persuasively and answering questions

A

sales presentation

73
Q

establishing customers’ attitudes and attempting to lead to sale

A

trial close

74
Q

addressing concerns and requests for more information

A

handling objectives

75
Q

consummating the deal

A

closing the sale

76
Q

ensuring everything goes as planned

A

follow up

ISC 161 (6 decks)

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