Exam 4 Flashcards
1
Q
What does it mean for advertising to resonate? What are some things that cause ads to resonate?
A
Your Answer:
This means that the advertisement moves people and makes the message unforgettable. Colors, brand familiarity, headlines, ads that are highly informational are some things that can cause ads to resonate.
2
Q
What are the important parts of a creative brief?
A
Your Answer:
The who, what, where, when, and why are the important parts of a creative brief. This would also include the objective for advertising; a definition and description of the target audience; the benefit to be promised; the product features that support that promise; the style, approach, or tone to be used; and generally what the copy should state
3
Q
What are the steps of the creative pyramid and what role does creativity play in each?
A
Your Answer:
The five steps of the creative pyramid are action, desire, conviction, comprehension, and awareness. The creative pyramid is a model that can guide the creative team as it converts the advertising agency and the idea into an advertisement. In the action step, creativity is used to create attention that leads to perception. This may look like an artist using creaivity to express the adversiting concept in a unique way. Creavitity plays a role in interests because the writer’s and designer’s of an ad must appeal to their audience so they finish consuming the entirety of the ad. The goal is to ensure that the prospect is wanting to read until the end. This may be done through relating to their needs and wants. This may also look like story or cartoon-creation. Creativity relates to credibility given that the audience will want to see how a brand uniquely stands out, yet still follows protocols for priming their ad, product, or service for the product to see. The context is how a brand looks and how it is distinguished from the rest of the products in the market. Creativity relates to desire because the ad creators and copywriters use imagination to help the reader visualize their desired outcome with the product or service that they are being marketed. Action relates to creativity because the advertisement creator will have to create an activity that the prospect is willing to do. They will have to understand how the prospect thinks and how they relate to the action that they are presenting. An idea that comes to mind with Instagram marketing is the usage of pop quizzes.
4
Q
What is a layout and what purpose does it serve in the process of print ad development, approval, and production?
A
Your Answer:
The book defines a layout as an overall orderly formation of all the parts of an advertisement.
The purpose that is serves in the process of print is that it helps both agency and the client anticipate how the ad will look and feel. This provides the client and tangible item to review, correct, change, and approve.
Second, it helps wht ecreative team develop the ad’s psychological elemetns.
Third, once the best design chosen, the layout serves as a blueprint.
5
Q
What are the key format elements in a print ad?
A
Your Answer:
In general, clean lines, formally composes photographs, an dspare copy give ads the breathign room needed for the audience. Intial layouts may be introduced with the ad concept. The following may be elements incorporated into a print ad: thumbnail sketches, rough layouts, dummy, a comprehensive layout, and approval.
6
Q
In your own words, briefly explain what a Web ad designer should understand about the medium.
A
Your Answer:
Digital media is always changing. Web ad designers should understand how to adapt to the current viewers in an interactive way because this develops a relationship between the content and the audience. This can help lead and scale the business in a way.
7
Q
From the writer’s perspective, what are the important differences between a radio listener and a print ad reader?
A
Your Answer:
In print ad reader, the artistic development is more extensive. For ex: in television, an art director must used a series of storyboard roughs to present an artistic approach, the action sequences, and the style of a commercial. Whereas, in radio the advertiser usually surrenders control to the advertisement to the personality that is behind the audiotrack.
8
Q
If you were a media planner, what magazines would you consider for a Toyota ad? What if the ad were specifically for a Toyota Prius hybrid vs. a Toyota Tacoma truck.
What magazines would you consider for a Tide detergent ad?
What magazines would you consider for a Cannon or Nikon DSLR camera ad?
Explain why you would make these particular choices and what factors influenced your thinking for each one.
A
Your Answer:
From what I understand, is that I am able to locate prospects for an item that fits outside of the niche of a magazine. I am able to focus on the prospects that would frequent the magazines and pitch my product to them.
I can also focus on the product and place this into a magazine that would fit its niche.
Within the niche of automobile, we can place an ad for Toyota in auto magazines. Some examples that come to mind are Consumer Reports, Four Wheeler, Hot Rod, Kiplingers, Motortrend, Motorcycle Classics, Plane & Pilot, and Yachts international.
For a Toyota Tacoma truck, we can speculate that the item would focus on a more masculine audience. We can also look at the uses that the truck would have for the prospect and select a magazine that would fit this. We could place this product in the category of Men’s Magazine.
Family Handyman, Golf, Golf Digest, GQ, Guideposts, Marlin, Men’s Journal would be examples of magazines that would be targeted within the Men’s Magazine niche.
When it comes to the uses of a Tacoma truck, I am thinking travel and home construction. We can place these ads within the Travel & Places magazine and the Home & Garden magazine niche. Elle Decor, Family Handyman, Farm & Ranchliving, Fine Gardening, Traditional Home, Midwest Living, Travel + Leisure, and Country would be magazines that could be used.
If the ad was for a Toyota Prius Hybrid, this could be extended to a universal audience. We could speculate that this product would reach men and women in the United States. We could place the ads in both Men & Women magazines
For a Tide Detergent ad, I would consider pitching the product to stay-at-home mothers. Women’s magazine and Parenting magazines would be areas that this would be pitched.
For a Cannon or Nikon DSLR camera, I would consider a Computer & Electronics Magazine. The magazines that this would be placed into would be Consumer Reports, Kiplinger’s Personal Finance, Popular Mechanics, and WIRED. What influenced my decision for this is the uses for the product fit the niche.
9
Q
Why might an advertiser print an insert to be delivered with a newspaper rather than just buying a standard page in a newspaper? Why doesn’t the advertiser just mail or deliver the insert separately?
A
Your Answer:
There limitations involved with printing an insert that can allow advertisers to reach a specific group of people within a certain area. The advertiser may find it cheaper to do this rather than mailing inserts or delivering them from door-to-door. Advertisers who find it less costly to do this may be national advertisers, retail stores, or car dealers.
10
Q
copywriter
A
person who creates the words and concepts for ads and commercials
11
Q
art director
A
along with graphic designers and production artists, determines how the ad’s verbal and visual symbols will fit together
12
Q
creative director
A
head of c reative team of agency copywriters and artists who is assigned to a client’s business and who is ultimately responsible for the creative product- the form the final ad takes
13
Q
Creatives
A
People who work in the creative department regardless of the specialty
14
Q
informational ads
A
promising benefits that will offer relief from an undesirable situation or condition. Informational tend to address negatively orginated purchase motives such as problem removal or avoidance in an attempt to provide solutions to those problems
15
Q
transformational
A
promising benefits that will reward consumers transfrmational ads tend to address positively originated purchase motives, such as sensory gratification, intellectual stimulation, or social approval, in an attempt to make people feel happier
16
Q
creative strategy
A
a written statement that serves as the creative team’s guide for writing and producing an ad. It decides the most important issues that should be considered in the development of the ad the who, what, where , when , and why, including the objective of the advertising, a definition and description of the target audience, the key benefit to be promised; the product features that support that promise; the style, approach, or tone to be used; and generally, what the copy should communicate
17
Q
problem the advertising must solve
A
what you want the advertising to do. The specific challenge that marketing communications must overcome to meet the marketing objectives
18
Q
advertissing objective
A
A specific communication task an advertising campaign should accomplish for a specific target audience
19
Q
target audience
A
specific group of individuals to whom the advertising message is directed
20
Q
benefit statement
A
describes what a product or service does to provide a benefit to the consumer, Whenever possible, benefit statements should focus on an important, single-minded process
21
Q
support statement
A
provides infor abou tthe product or service that will convinve the target audience that the key benefit is true
22
Q
brand personality
A
desctibes a brand in terms of human characteristics. A significant compenent in effective branding is imparting personality to a brand, reflecting its reputation, attitudes, and behavior
23
Q
special requirements
A
unique characteristics of the advertiser, brand, targetaudience media, competition budget etc. that shoul dbe considered tduring the creative development process
24
Q
creative process
A
the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways
25
message strategy
a document that helps media planners determine how messages will be delivered to consumers. It defines the target audience, the communication objectives that must be achieved and the characteristics of the media that will be used for delivery of the messages
26
mandatories
the address, phone number, web address, etc. that the advertiser usually insistes be ncluded within an ad to give the consumer adequate info
27
creativity
involves combining two or more previously unconnected object or ideas into something new
28
fact-based thinking
a style of thinking that tends to fragment concepts into compenents and to analyze situations to discovert he one best solution
29
value-based thinking
a style of thinking where decisions are based on intution, values, and ethical judgements
30
advertising messages
an elemetn of the creative mix comprising what the company plans to say n its advertisements and how it plans to say it verbally or nonverbally
31
Explorer
a role in the creative process that searches for new info, paying attention to unusual patterns
32
brainstorming
a process in which two or more people get teogether to generate new ideas; often a source of sudden inspiration
33
artist
a role in the creative process that experiments and plays with a variety of approaches, looking for an original idea
34
visualization
the creative point in advertising where the search for the big idea takes place. It includes the task of analyzing the problem, assembling any and all pertinent info and developing some verbal or visual concepts of how to communicate what needs to be said
35
big idea
the flash of creative insight- the bold advertising intiative- that captures the essence of the strategy in an imaginative, involving way and brings the subject to life to make the reader stop, look, and listen
36
art direction
along with graphic designers and production artists, determines how the ad's verbal and visual symbols will fit together
37
art
the whole visual presentation of a commercial or advertisemenet- the body language of an ad. Art also refers to the style of photography or illustration empliyed, the way color is used, and the arrangement of elements in an ad so that they relate to one another in size and proportion
38
creative pyramid
5 step model to help the creative team convert ad strategy and the big idea into the actual physical ad or commercial. The 5 elements are attention, interest, credibility, desire, and action
39
Judge
a role in the creative process that evaluates the results of experimentation and decides which approach is more practical
40
Warrior
a role in the creative process that overcomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization
41
design
visual pattern or composition of artistic elements cohosen and structured by the graphic artist
42
layout
an orderly formation of all the parts of an avertisement
43
thumbnail
a rough, rapidly produced pencil skethc that is used for trying out ideas
44
rough
pencil sketch of a proposed design or layout
45
dummy
a three dimensional hand-made layout of a broducre or other multipage advertising piece put together, page for page, kust like the finished product will eventually appear
46
comprehensive layout
a facsimile fo a finsihed ad with copy set in type and pasted into position along with proposed illustrations. The "comp" is prepared to the advertiser can guage the effect of the final ad
47
poster-style format
lay out that employs asingle dominant visual that occupies between 60 and 70 percent of an ad's total area ( aka picture-windowlayout and ayer No. 1. )
48
picture-window layout
layout that employs a single, dominant visual that occupies between 60 and 70 percent of an advertisements total area (aka postyer-style format and Ayer no. 1. )
49
Ayer No. 1.
A sngle, dominant visual that occupies between 60 and 70 percent of an advertisment's total area
50
illustrators
the artists who paint, sketch, or draw the pictures we see in advertising
51
photographers
the artists who use cameras to creative visuals for advertisements
52
visuals
all of the picture elemtns that are placed into an advertisement
53
headline
the words in the leading position of an ad- the words that will be read first or tht are positioned to draw the most attention
54
benefit headlines
type of headline that makes a direct promise to the reader
55
news/information headline
a type of headline that includes many of the hhow-to headlines as well as headliens that seek to gain identification for their sponsors by announcing some news or providing some promise of information
56
provocative headlines
a type of headline written to provoke the reader's curiosity so that to learn more the reader will read the body copy
57
question headline
a type of headlines that ask the reader a question
58
command headline
a type of headline that orders the reader to do something
59
subhead
secondary headline that may appear above or below the headline or in the text of the ad
60
kicker
a subhead that appears above the headline
61
boldface
heavier type
62
italic
a style of printing type with letters that generally slant to the right
63
body copy
the text of an advertisement that tells the complete story and attempts to close the sale. It is a logical continuation of the headline and subjeads and isusually set in a smaller type size than headlines or subheads.
64
text
what tells the whole story and attempts to close the sale
65
straight-sell copy
a type of body copy in which the text immediately explains or develops the headline and visual in a straightforward attempt to sell the product
66
institutional copy
a type of body copy in which the advertiser tries to sell an idea or the merits of the organization or service rather than the sales features of a particular product
67
narrative copy
type of body copy that tells a story. It sets up a problem and then creates a solution using the particular sales features of the product or service as the key to the solution
68
dialogue/monologue copy
a type of body copy in which the characters illustrated in the advertisement do the selling in their own words either through a quasitestimonial technique or through a comic strip panel
69
picture-caption copy
a type of body copy in which the story is told through a series of illustrations and captions rather than through the use of a copy block alone
70
device copy
advertising copy that relieson wordplay, humor, poetry, rhymes, great exaggeration, gags, and other ticks or gimmicks
71
lead-in paragraph
in print ads, a bridge between the headlines, the subheads, and the sales ideas presented in the text. It transfers the reader interest to product interest.
72
Interior Paragraphs
Text within the body copy of an ad where the credibillity and desire steps of the message are presented
73
trial close
in ad copy, requests for the order that are made before the close in the ad
74
close
the part of an ad or commercial that asks customers to do something and tells them how to do it- the action step in the ad's copy
75
slogans
a standard comany tstatement (aka tagline or themeline) for advertisments salespeople, and company employees. SLogans have two basic purposes: to provide continuity for a campaign and to reduce a key theme or idea to a brief memorable positioning statement
76
themelines
a standard company statement for advertisements, salespeople, andcompany employees. Also called a slogan or tagline
77
taglines
a standard company statement for advertisements, salespeople, and company employees
78
seal
a type of certification mark offered by such organizations ad the good housekeeping institute and underwriters' laboratories when a product meets standards established by these institutions. Seals provide an independent, values, endorsement for the advertised product.
79
logotypes
special design of the advertiser's name that appears in all advrtisements. Also called a signature cut, it is like a trademark gives the advertiser individuality and provides quick recognition at the point of purchase
80
signatures
a product or company's primary graphic identity. A signature may be comprised ofo some combination of a graphic symbol, a logotype, and a slogan
81
script
format for radio and television copywriting resembling a two-column list showing dialouge and/or visuals
82
audio
the sound portion of a commercial. also the right side of a script for a television commercial indicating spoken copy, sound effects, and music.
83
storyboard roughs
a rough layout of a television commercial in storyboard form
84
straight announcement
the oldest type of radio or tv commercial in which an announcer delivers a sales message directly into the microphone or on-camera or does so off-screen while a slide or film is shown on-screen
85
integrated commercial
a straight radio announcement, usually delivered by one person, woven into a show or tailored to a given program to avoid any perceptible interruption
86
on camera
actually seen by the camera, as an announcer, a spokesperson, or actor playing out a scene.
87
voice-over
in television ad, thespoken copy or dialogue delivered by an announcer who is not seen but whose voice is heard
88
presenter commercial
a commercial format in which one person or character presents the product and sales message
89
radio personality
a radio host known to his or her listeners as a credible source
90
testimonial
the use of satisfied customers and celebrities to endorse a product in advertising
91
demonstration
a type of tv commercial in which the product is shown in use
92
lifestyle technique
type of commercial in which the user is presented rather than the product. Typically used by clothing and soft drink advertisers to affiliate their brands with the trendy lifestyles of their consumers
93
animation
the use of cartoons, puppet characters or demonstrations of inanimate characters that come to life in television commercials; often used for communicating difficult messages or for reaching specialized markets such as children
94
musical commercials
a commercial that is sung with the salesmessagein the verse
95
jngles
musical commercials usually sun with the sales message in the verse
96
slide of life
a tyoe of commercail consisting of a dramatization of a real-life scenario in which the product is tried and beocmes the solution to the problem
97
mnemonic device
a gimmick used to dramatize the product benefit and make it memorable such as the imperial margarine crown or the avon doorbell
98
storyboard
a sheet preprinted with a series of 8 to 20 blank frames in the shape of TV screens, which includes text of the commercial sound effects, and camera views
99
animatic
a rough tv commercial producted by photographing storyboard sketches on a film strip or video with the audio portion synchronized on tape. It is used primarily for testing purposes.
100
media mix
the combination of media types that work together to most effectivley deliver advertiser's message
101
bleed
color, type or visuals that run all the way to the edge of a printed page
102
cover position
advertising space on the front inside, back inside, or back ocver pages of a publication that is usually sold at a premium price
103
junior unit
a large magazine advertisement (60 percent of the page) placed in the middle of a page and surrounded by editorial matter
104
islands halves
a half-page of magazine space that is surrounded on two or more sides by editorial matter. This type of ad is designed to dominate a page and is therefore sold at a premium price
105
insert
an ad or brochure that the advertisers prints and ships to the publisher for the insertion into a magazine or newspaper
106
gatefold
a magazine cover or page extneded and foldeed over to fit into the magazine. The gatefold may be a fraction of a page or two or more pages and it is always sold a premium
107
consumer magazine
info or entertainment oriented periodicals directed toward people who buy products for their own consumption
108
farm publications
magazines directed to farmers and their families or to companies that manufacture or sell agricultural equipment, supplies, and services
109
business magazines
the largest category of magazines which target business readers and include trade publications for retailers, wholesalers, and other distributors, industrial magazines for businesspeople involved in manufacturing and services and professional journals for lawyers, physicians architects, and other professionals
110
local city magazine
most major us cities have one of these publications typical readership is upscale prfessional people interested in local arts, fashion, and business
111
regional publications
magazines targeted to a sepficic area of the country such as the west of the south
112
national magazines
magazines that are dsitributed throughout the country
113
rate base
with magazines, the circulation figure on which the publisher bases its rates
114
guaranteed circulation
the number of copies of a magazine that the publisher exptes to sell. If this figure is not reached, the publisher must give a refund to the advertisersi
115
circulation audit
thorough analysis of circulation procedures distribution outlets and other distributin factors by a company such as the audit bureau of circulations
116
audit bereau of circulations
an organization supported by advertising agencies advertisers and publishers that verifies circulation and other marketing data on newspapers and magazines for the benfit of its memebrs
117
primary circulation
the number of people who receive a publication whether through direct purchase or subscription
118
secondary (pass-along) readership
the number of people who read a publication in addition to the primary purchases
119
vertical publication
business publications aimed at people in a specific industry for example nation's restaurant news
120
horizontal publications
business publications tartgeted at people with particular job functions that cut across industry lines such as HR Magazine
121
paid circulation
the total number of copies of an adverage issue of a newspaper or magazine that are distributed through subcriptions and newsstand sales
122
controlled circulation
a free publication mailed to a select list of individuals the publisher feels are in a unique position to influence the purchase of advertised products
123
cover date
the date printed on the cover of a publication
124
on-sale date
the date a magazine is actually issued
125
closing date
a publication's final deadline for supplying printing material for advertisement
126
cost per thousand
common term describing the cost of reaching 1k people in a mediums audience it isued by media planners to compare the cost of various media vehicles
127
frequency discounts
in newspapers, advertisers earn this discount by running an ad repeatedl yin a specific time period
128
volume discounts
discounts given to advertisers for purchasing print space or broadcast time in bulk quantities
129
geographic editions
special editions of magazines that are distributed in specific geographic areas
130
demographic editions
special editions of magazines that are dsitributed to readers who share a demographic trait such as age, income level, or professional status
131
daily newspaper
often called dailies, these newspapers are publishedd at least 5 times a week in either morning orevening editions
132
weekly newspapers
newspapers tthat are published once a week and characteristically server readers in small urban or suburban areas or farm communities with an emphasis on local news and advertising
133
standard-size newspaper
the standard newspaper size measures approximately 22 inches deep and 13 inches wide and is divided into 6 columns
134
tabloid newspapers
a newspaper generally about hald the size of the standard size newspaper it is usually about 14 inches deep and 11 inches wide
135
standard advertising unit
a system of standardized newspaper advertisement sizes that can be accepted by all standard-size newspapers without consideration of their precise format or page size. This system allows advertisers to prepare one advertisement in a particular size or SAU and place it in various newspapers regardless of their format
136
column inch
the basic unit by which publishers bill for advertising. It is one vertical inch of a colum. Today, most newspapers and vritually all dailies have converted to the SAU system. A SAU column inch is 2 1/16 inches wide by 1 inch deep
137
sunday supplement
a newspaper distrubted sunday magazine. Sunday supplements are distinct from other sections of the newspaper since they are printed by rotogravure on smoother paper stock
138
shoppers
free publications, delivered by hand or direct mail or in supermarket racks, consisting almost entirely of local advertisin, consumers tend to use these publiscations to find dealers and to make price comparisons
139
display advertising
type of newspaper advertising that includes copy, illustrations or photographs headlines coupons and other visual components
140
readin notice (advertorial)
a variation of a display ad designed to look like editorial matter. It is sometimes charged at a hgher space rate than normal display advertising, and the law requires that the word advertisement appears at the top
141
co-op advertising
the sharing of advertisingcosts by the manufacturer andthe distributor retailer the manufacturer may repay 50 or 100 percent of thedealer's advertising costs or some other amount based on sales
142
classified ads
newspaper, magazine, and now internet advertisements usually arranged under subheads that describe the class of goods or the need the ads seek to satisfy. Rates are based on the number f lines the ad occupies. Most employment, housing, and automotive advertising is in the form of classifed advertising
143
classified display ads
ads that run in the classified section of the newspaper but have larger-size type photos are borders, abundant white space, and sometimes color
144
public notices
for a nominal free, newspapers carry these legal changes in business, personal relationships, public governmental reports, notices by private citizens and organizations and financial reports
145
preprinted inserts
newspaper advertisemetns printed in advance by the advertiser and then delivered to the newspaper plant to be inserted into a specific edition. Preprints are inserted into the fold of the newspaper and look like a separate smaller section of the paper
146
rate card
a printed info form listing a publication's advertising rates, mechanical and copy requirements advertising deadlines and other info the advertiser needs to know before placing an order
147
national rate
a newspaper advertising rate that is higher attritbuted to the added costs of serving national advertisers
148
flat rates
a standard newspaper advertising rate with no discount allowance for larger repeated space buys
149
open rate
the highest rate for a one-time inseration into a newspaper
150
contract rates
special rates for newspaper advertising usually offered to local advertisers who sign an annual contract for frequent bulk-space purchases
151
bulk discounts
newspaper offer advertisers decreasing rates (calculated by multuplying the number of inches by the cost per inch) as they use more inches
152
frequency discounts
in newspapers, advertisers earn this discount by running an ad repeatedly in a specific time period
153
earned rates
discounts applied retroactively as the volume of advertising increases throughout the year
154
short rate
the rate charged to advertisers who during the year, fail to fulfill the amount of space fo which they have contracted. This is computed by determining the idfference between the standard rate for the lines run and the discount rate contracted
155
combination rate
special newspaper advertising rates offered for placing a given ad in 1 - morning and evening editions of the same newspaper
2- two or more newspapers owned by the same publisher
3- two or more newspapers affiliated in a syndicate or newspaper group
156
run of paper adverising rates
a term referring to a newspaper's nromal discretionary right to place a given ad on any page or in any position it desire- in other words, where space permits. Most newspaper make an effort o place an ad in the position requested by the advertiser
157
preferred-position rate
a choice position for a newspaper or magazine ad for which a higher rate is charged
158
full position
in newspaper advertising, the preferred position near the top of a page or on the top of a column next to readin matter. It is usually surrounded by edirotial text and may cost the advertiser 25 to 50 percent more than rop rates
159
split runs
a feature of many newspapers (and magazines) that allows advertiserst o testthe comparative effectiveness of 2 differentadvertising approaches by running 2 different ads of identical size, but different content in the same or different press runs on the same day
160
newspaper ssociation of america
the promotional arm of the American Newspaper Publishers Associationand the nation's newspaper industry
161
insertion order
a form submitted to a newspaper or magazine when advertiser wants to run an advertisement. This form states the date(s) on which the ad is to run, its size, the requested position, and the rate
162
proof copy
a copy of the completed advertisement that is used to check for the final errors and corrections
163
tearsheets
the printed ad cut out and sent by the publisher to the advertiser s a proof the ad's print quality and that it was published
164
networks
any of the national tv or radio broadcasting chains or companies such as abc, cbs, nbc, or fox
165
sponsorship
the presentation of a radio or tv program or an event or even a website by a sole advertiser. The advertiser is often responsible for the program content and the cost of production as well as the advertising. This is generally so costly that single sponsorships are usually limited to TV specials
166
participation
several advertisers share the sponsorship of a tv program. a participating advertiser has no control of the program content. Partnership comitment is usually limited to a relatively short period
167
spot announcements
an individual commercial message run between two programs but having no relationship to either. Spots may be soldnationally or locally. They must be puchrased by contacting individual stations directly
168
inventory
commercial time available to advertisers
169
off-network syndication
the availability of programs that originally appeared on networks to individual stations for rebroadcast
170
first-run syndication
programs produced specifically for the syndication market
171
barter syndication
marketing of first-run tv programs to local stations free or for a reduced rate because some of the ad space has been presold to national advertisers
172
program-length advertisement
a long-format TV commercial that may run as long as an hour; also called an informercial
173
infomercial
longtv commercial that gives consumers detailedinfo about a product or service
174
product placements
oaying a free to have a product priminently displayed in a movie or tv show
175
rating services
these services measure the program audiences of TV and radio stations for advertisers and broadcasters by picking a rep sample of the market and furnishing data on the size and characteristics of the viewers or listeners
176
sweeps
the four, month-long periods each year when ratingservices measure all tv markets for station viewing habits and demographic information for the purpose of setting advertising rates. Sweep months are february, May, July, and Novemebr
177
designated market areas
the geographicareas from which TV stations attract most of their viewers
178
prime time
highestlevel of TV viewing (8p.m. to 11p.m.)
179
daypart mix
a media scheduling strat based on a specific combo of braodcast time segments
180
tv households
the number of households in a market area that own tv sets
181
households using TV
the percentage of homes in a given area that have one or more tv sets turned on at any particular time. If 1k tv sets are in the survey and 500 are turned on, the HUT figure is 50 percent
182
program rating
the percentage of TV households in an area that are tuned into a specific program
183
audience share
the percentage of homes with TV sets in use (HUT) tuned to a specific program
184
total audience
the total number of homes reached by some portion of a tv program. This figure is normally broken down to determine the distribution of audience into demographic catgeories
185
audience composition
the distribution of an audience into demographic or other categories
186
gross ratingpoints
the total audiene delivery of weight of a specific media schedule. Onerating point equals 1 percent of a particularmarket's population
187
coster per rating point
a computationused by media buyers to determine which broadcast programs are the most efficient in relation to the target audience. The CPP is determiend by dividing the cost of the show by the show's expected rating.
188
cost per thousand
a common term describing the cost of reaching 1k ppl in a medium's audience. It is used by media planners to compare the costs of various media vehicles
189
preemption rate
lower tv advertising rates that stations charge when the advertiser agrees to allow the station to sell its time to another advertiser willing ti pay a higher rate
190
affidavit of performance
a signed and notarized form sent by a tv station to an advertiser or agency indicating what spots ran and when, it is the station's legal proof that the advertiser got what was paid for
191
makegoods
tv spots that are aired to compensate for spots that were missed or run incorrectly
192
imagery transfer
the process by which visual elements of a tv commercial are transferred into the consumer's mind by using a similar audio track in its radio counterpart
193
programming formats
the genre of music or other programming style that characterizes and differentiates radio stations from each other
194
satellite radio
a proprietary, subscriptionbased method of broadcasting digital audio programs via satellite
195
network radio
provides national and regional advertiserswith simple administrationand low effectivenet cost per station
196
spot radio
national advertisers' purchase of airtime on individual stations, Buying spot radio affords advertisers great flexibility in their choice of markets, stations, airtime, and copy
197
local time
radio spots purchased by a local advertiser
198
drive times
the morning and afternoon hours when the number of radio listeners is the highest. Cinciding with rush hour, drive times are usually monday through friday at 6-10am and 3-7pm
199
run-of-station (ROS)
leavin placement of radio spots up to the station in order to achieve a lower ad rate
200
total audience plan
a radio advertising package rate that guarantees a certain percentage of spots in the better dayparts
201
adverage quarter hour audience
a radio term referring to the average number of people who are listening to a specific station for atleast 5 minutes during a 15-minute period of any given daypart
202
average quarter hour rating
the average quarter-hour persons estimate expressed as a percentage of the total market population
203
average quarter hour sphere
theradio station's audience expressed as a percentage of the total radio listening audience in the area
204
gross impressions
the number of people multipled by the number of time an ad is delivered to that audience
205
gross rating points
grossimpressions expressed as a percentage of a particular market's population
206
cume persons
the total number of different people listening to a radio station for atleast one 15-minute segment over the course of a given week, day, or daypart
207
cume rating
the estimated number of cume persons expressed as a percentage of the total market population
208
internet
a worldwide network of computer systems that facilitates global electronic communications via email the web ftp and other data protocols
209
protocols
commonrules for linking and sharing info
210
distributed netowrk
characterized by many different hubs and links, which allows continuous communication even if some connections stop working
211
centralized networks
how media content was traditionally delivered. A hub, such as a TV station, a newspaper publisher, or a cable company distributes content to many receivers
212
web
info availabel on the internet that can be easily accessed with software called a browser. It is named the web because it is made up of many sites linked together users can travel from one site to another by clicking on hyperlinks
213
HTML
hypertext markup language. This language allowed for the relatively easy creation of web pages that can be easily linked to all kinds of content, including other webpages or sites8
214
web pages
documents or files, written HTML, that are stored on a web server and can be viewed over the Internet using a web browser
215
web browsers
computer programs that provide computer users with a graphical interface to the internet
216
portals
web pages that provide starting points or gateways to other resources on the internet
217
search engines
websites that are devoted to finding and retrieving requested info from theweb. Because search engines are the gatekeepers to info on the internet, theyare extremely popular with advertisers
218
social media
digital media that connect individuals
219
broadband
a type of digital transmission that enables a single wire to carry multiple signals simultaneously. Examples of broadband transmission include cable and DSL.
220
composition
demographic make up of the audience the advertisers is attempting to reach using digital media
221
cookies
small pieces of info that get stored on your computer when you download certain websites. These cookies can keep track of whether a certain user has ever before visited a specific site. This allows the website to identify returning users and to customize the info based on past browsing or purchase behavior
222
third-party and servers
a method of delivering ads fro one central source, or server, across multiple web domains, allowing advertisers the ability to manage the rotation and distribution of their advertisements
223
behavioral tracking
ability to track people's behavior on the internet
224
ad impression
a possible exposure of the ad messageto one audience member
225
click rate
in digital interactive advertising, the number oc licks on an ad divided by the number of ad requests a method by which marketers can measure the freuqency which users try to obtain additional info about a product by clicking on an ad. Also called click-through rate.
226
keyword
a single word that a user inputs into an Internet search engine to request information that is similar in subject matter to that word
227
click-throughs
a term used in reference to a web user clicking on an ad banner to visit the advertiser's site. Some Web publishers charge advertisers according to the number of click-throughs on a given ad banner
228
affiliate marketing program
a contractual advertising program, often used in e-commerce, under which a seller pays a manufacturer, marketer, or other business a percentage of the sale price of an item sold
229
ad networks
the internet equivalent of a media rep firm, adnetworks act as brokers for advertisers and websites. They pool hundreds r even thousands of web pages together and facilitate advertising across these pages, thereby allowing advertisers to gain maximum exposure by covering even the small sites
230
website
a collection of web page son the web that are linked together and maintained by a company, organization, or individual
231
microsite
a supplement to a website that is typically singula rin focus and delivers on the current advertising message
232
landing page
the web page that a person reaches when clicking on a search engine listing or ad
233
search engines
websites that are devoted to findign and retirveing requested info from the web
234
search-results page
a listing of sites produced by using a search engine
235
sponsored links
links that are sponsored by the search engine used
236
pay-per-click
a type of advertising price structure where the advertiser pays based on the number of times a published ad is clicked on
237
banners
little billboards of various sized that appear when a visitor land son a particular website
238
buttons
small versions of a banner that sometimes look like an icon, and they usually provide a link to an advertiser's home page
239
sponsorship
thepresentation of a radio or tv program or an event or even a website by a sole advertiser
240
e-mail advertising
one of the fastest growing and most effective ways to provide direct mail
241
spam
unsolicited, mass email advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup
242
customer retention and relationship management
a promotional program that focuses on existing clients rather than prospecting for new clients
243
viral marketing
the internet version of word-of-mouth advertising e-mail
244
ooh adveristing
an out-of-home medium
245
reach
the total number of different people or households expose to an advertising schedule during a given time, usually four weeks. Reach measures the unduplicated extent of audience exposure to a vehicle and may be expressed either as a percentage or the total market or as a raw number
246
frequency
the number of times the same person or household is exposed to a vehicle in a specified time span
247
location
shooting away from the studio. Location shooting adds realism but can also be a technical and logistical nightmare, often adding cost and many other potential problems
248
bulletin structures
large, outdoor billboards meant for long-term use that work best where traffic is heavy and visibility is good. They carry printed or painted messages, are created in sections and are brought to the site where they are assembled and hung on the billboard structure
249
standard poster panel
the basic outdoor advertising structure; it consist of blank panels with a standardized size and border
250
stock posters
a type of outdoor advertising consisting of ready-made 30-sheet posters, available in any quantityand often feat the work of 1st class artists and lithographers
251
junior posters
a smaller type of outdoor ad, oftenused in urban areas, close to the point of purchase
252
spectaculars
giant electronicsigsn that usually incorporate movement, color, andflashy graphics to grab the attention of viewers in high-traffic areas
253
out-of-home media
media such as outdoor advertising (billboards) and transite advertising that reach prospects outside theirhome
254
100 showing
the basic unit of sale for billboards of posters is 100 gross rating points daily. One raing point equals 1 percent of a particular market's population
255
global positioning systems
satellite-based system whereby outdoor advertising companies give their customers the exact latitude and longitude of particular boards. Media buyers can then integrate this info with demographic market characteristics and a traffic counts to determine the best locations for their boards without ever leaving the office
256
transit advertising
an out-of home mediaum that includes three separate media forms; inside cards; outside posters; andstation, platform and terminal posters
257
transit shelter advertising
a form of out-of-home media, where advertisers can buy space on bus shleters and on thebacks of bus-stop seats
258
terminal posters
one-sheet,two-seeht, and three-sheet posts in many bus, subway and commuter train stations as well as in major train and airline terminals. They are usually custom designed and include such attention getters as floor displays, island showcases, illuminated signs, dioramas, and clocks with special lighting and moving messages
259
inside card
a transit ad normally 11 by 28 inches placed in a wall rack above the windows of a bus
260
car-end posters
transit ad of varying sizes positioned in the bulkhead
261
outside posters
the variety of transite advertisements appearing on the outside of buses, including kind size, queen size, traveling display, rear of bus, and front of bus.
262
taxicab exteriors
in transit advertising, internally illuminated two-sided posters positioned on the roofs of taxis. Some advertising also appears on the doors or rear.
263
showing
a traditional term referring to the relative number of outdoor posters used during a contract period, indicating the intensity of market coverage
264
full showing
a unite of purchase in transit advertising where onecardwill appear in each vehicle in the system
265
basic bus
in transit advertising, all the inside of a group of buses giving the advertiser complete domination
266
take-ones
in transit advertising, pads of business reply cards or coupons, affixed to interior ads for an extra charge, that allow passengers to request more detailed into, sending app blanks or receive some other product benefit
267
bus-o-rama signs
a bus roof sign, which is actually a full-color transparency backlighted by fluorescent tubes, running the length of the bus
268
totalbus
a special transit advertising buy that covers the entire exterior of a bus, including the front, rear, sides, andtop
269
brand trains
an advertising program under which all the advertisingin and on a train is from a single advertiser. this advertising concept was first used in subway trains in new york cityand is being used on the Las Vegas monorail
270
immersive advertising
the integration of advertising into the message delivery mechanism so effectively that the product is being promoted while the audience is being entertained
271
cinema advertising
advertising in movie theaters
272
mobile billboard
a cross between traditional billboards and transit advertising; soem specially diesgned flatbed trucks carrylong billboards up and down busy thoroughfares
273
digital signs
signs that display text and graphic messages similar to the big screens in sports stadiums. The signs can transmit commercial messages to retail stores, where shoppers see them. The stores pay nothing for the signs and receive a percentage of the advertising revenue
274
guerilla marketing
using unconventional low-cost techs to promote products and services
275
direct-mail advertising
all forms of advertising sent directly to prospective customers without using one of the commercial media forms
276
dimensional direct mail
direct-mail advertising that uses 2d shapes and unusual materials
277
email
electronic mail messages between computers
278
sales letters
the most common form of direct mail. Sales letters may be typeset and printed, or computer generated
279
broadsides
a form of direct-mail ad, larger than a folder and sometimes used as a window display or wall poster in stores. It canbe folded to a compact size and inserted into a mailer
280
self-mailers
any type of direct mail piece that can travel by mail without an envelope. Usually folded and secured by a staple or a seal, self-mailers have a special blank space for the prospect's name and address
281
statement stuffers
advertisements enclosed in the monthly customer statements mailed by dept stores, banks, utilities, or oil companies
282
house organs
internal and external publications produced by business organizations including stock holder reportsnewsletters consumer magazines and dealer publications most are produced by a companys ad or public relations dept or by its agency
283
catalogs
reference books mail to the prospective customers that liste, describe, and often picture the prodcuts sold by a manufacturer, wholesaler, jobber, or retailer
284
postcards
cards sent by advertisers to announce sales, offer discounts, or otherwise generate consumer traffic
285
business reply email
a type of return mail that enables the recipient of direct-mail ad to respond withou tpaying postage
286
folders
large, heavy-stock fliers, often folded andsent out as self-mailers
287
brochures
sales matrerials printed on heavier paper, andfeaturing color photographs, illustrations and typography
288
house list
a company's most important and valuable direct-mail list which may contain current , recent, and long-past customers or future prospects
289
mail-response lists
a type of direct-mal list, composed of people who haveresponded to the direct-mail soliciatations of other compnanies, especially those whose efforts are complementary to the advertisers
290
compiled lists
A type of direct-mail list that has been compiled by another source, such as lists of automobile owners, new home purchasers, business owners, union members, and so forth. It is the most readily available type of list but offers the lowsest response rate
291
list broker
an intermediary who handles rental of mailing lists for list owners on a commission basis
292
letter shop
a firm that stuffs envelopes, affixes labels, calculates postage, sorts pieces into stacks of bundles, and otherwise prepares items for mailing
293
promotional products
useful or decorative articles of merchandise, usually imprinted with a company's name, logo, or message that are used in marketing communications programs
294
advertising specialities
promotional products that are distributed free
295
premiums
imprinted promotional items that are given as an incentive for a specific action
296
What are the major types of digital advertising?
Your Answer:
The major types of interactive digital advertising as outlined in the book are search advertising, display advertising, e-mail advertising, programmatic advertising, and mobile-specific advertising.
297
What are the potential problems facing advertisers who use digital media?
Digital Interactive is not controlled by a single entity. This means that security may pose a problem given there isn't a singular entity to hold accountable. Engagement with online audiences must be tended to if you're operating in the online space, which requires constant time and attention. Automation is not desired on online social media spaces especially if you're building a relationship with your audience and/or prospect.
298
What are the possible benefits of product placement versus traditional commercials?
Your Answer:
Advertisers are increasingly concerned that many viewers avoid watching commercials. By placing a brand in a show, advertisers can minimize the impact of commercial avoidance. Second, having brands appear within programming offers advertisers the chance to link their products with popular characters. Lastly, product placement helps advertisers avoid the credibility issues that surround commercials.
299
What are some ways advertisers are innovating to adapt to the expanded use of digital video recorders?
Your Answer:
From what I understand is that people use digital streaming devices to talk about their shows through social media platforms. These discussions, recorded from digital video recorders allow sponsors a chance to reach out to social media communities and conduct research for their advertisents. This is helping transform the TV viewing experience.
300
What characteristics of radio make it such an "active" and "personal" medium?
Your Answer:
Radio actively involves people. This happens because people tune-in to listen to their favorite radio personalities; they can call into make requests, participate during a contest, or contribute to a discussion. Instead of watching a TV for the visuals, they have to use imagination to create this for themselves.
301
What is the value of "goodwill"? How do promotional products and premiums generate it?
Companies often spend substantial sums for goodwill items to promote their businesses and studies show that the investment pays off. Nearly 90 percent of recipients could recall the name of the advertiser on a promotional item received in the past 24 months. The value of "goodwill" is highly valued.
302
Why can't outdoor advertisements communicate with the same depth as other media?
It is aimed at targeting motorists and other traveling vehicles. These type of ads aim to reinforce the advertiser's core message without a detailed explanation or story that a TV commercial would provide. Out door advertisements must tell a story briefly and quickly.
303
Within each body system, there will what kind of findings made by the medical provider?
(Physical Exam - Body Systems)
"normal" findings or "abnormal" findings
EX: Normal finding: no acute distress
Abnormal finding: Moderate respiratory distress
304
What is an example of a Normal Physical Exam?
Constitutional: Alert. No acute distress
Skin: Warm. Dry. Intact.
Head/Neck: Normocephalic. Atraumatic. Neck soft and supple. Trachea Midline
Eye: PERRL. EOMI. Normal conjunctiva
ENT: TMs clear. Moist mucous membranes. No pharyngeal erythema or exudate
Lymphatics: No lymphadenopathy
Cardiovascular: Regular rate and rhythm. No murmur. No edema
Respiratory/Chest Wall: Lungs CTA. Non-labored respirations. No wheezes, rales, or rhonchi. No chest wall tenderness or deformity
Gastrointestinal: Soft. Nontender. Nondistented. No rebound or gurading
Genitourinary: Normal external genitalia
Musculoskeletal/Back/Extremities: Normal ROM of back and extremities. Normal strength. No back or extremity tenderness. No swelling. No deformities.
Neurological: A/O x4. Cranial nerves II-XII intact. No focal neurological deficits. Normal speech.
Psychiatric: Cooperative. Normal affect.
305
Example physical exam with normal and Abnormal findings
Constitutional: Alert. ""MODERATE ACUTE DISTRESS""
Skin: Warm. Dry. Intact.
Head/Neck: Normocephalic. Atraumatic. Neck soft and supple. Trachea midline.
Eye: PERRL. EOMI. Normal conjunctiva.
ENT: TMs clear. Moist mucous membranes. No pharyngeal erythema or exudate
Lymphatics: No lymphadenopathy
Cardiovascular: **Tachycardic rate** and regular rhythm. No murmur. No edema.
Respiratory/Chest Wall: Non-labored respirations. **RLL Rhonchi**. No wheezes or rales. No chest wall tenderness or deformity
Gastrointestinal: Soft. Nontender. Non distended. No rebound or guarding.
Genitourinary: Normal external genitalia
Musculoskeletal/Back/Extremities: Normal ROM of back and extremities. Normal strength. No back or extremity tenderness. No swelling. No deformities.
Neurological: A/O x4 Cranial nerves II-XII intact. No focal neurologic deficits. Normal Speech.
Psychiatric: Cooperative. Normal affect.
306
Will some physical exams findings fit more than one body system?
Yeah, they may also contradict finding in another system, so just cognizant when recording exams
307
What does constitutional mean when it comes to the body system?
The patient's overall appearance and presentation
Common normal constitutional findings:
Alert
No acute distress
Well-developed well-nourished
308
When it comes to constitutional, what are some examples of normal findings? what about an abnormal finding?
Normal - Alert
Abnormal - Somnolent, Obtunded, Unresponsive
309
What does Alert mean when it comes to constitutional findings
Awake and responsive to all stimuli
310
What does Somnolent mean when it comes to constitutional findings
Abnormally drowsy, but able to be aroused
311
What does obtunded mean when it comes to constitutional findings
Awake but not alert
312
What does unresponsive mean when it comes to constitutional findings
Unconscious and unrousable to any stimuli
313
What are normal findings when it comes to constitutional findings? what about abnormal findings?
Normal - No acute distress
| Abnormal findings - Mild distress, Moderate distress, Severe distress
314
What does no acute distress mean when it comes to constitutional findings?
Stable and will not become unstable within 5 minutes
| NORMAL FINDING
315
What does mild distress mean when it comes to constitutional findings?
Stable, but may become unstable
| ABNORMAL
316
What does moderate distress mean when it comes to constitutional findings?
It means stable, but likely to become unstable
| ABNORMAL
317
What does severe distress mean when it comes to constitutional findings?
More unstable than stable
318
What are normal constitutional findings? What about abnormal constitutional findings?
Normal = Well-developed, Well-nourished
Abnormal = Cachectic, ill-appearing, Obese grossly overweight
319
What does Well-developed/ Well-nourished mean when it comes to constitutional findings?
Healthy weight and appearance
320
What does Cachetic mean when it comes to constitutional findings?
Body wasting due to severe chronic illness
321
What does ill-appearing mean when it comes to constitutional findings?
Looks to be sick
322
What does obese mean when it comes to constitutional findings?
Grossly overweight
323
What are the list of terms that are related to the skin and integumentary system?
BODY System: Skin
```
Common normal skin findings:
Warm
Dry
Pink
Intact
No signs of infection
No rashes
No signs of trauma
```
324
What are normal findings when it comes skin findings? What about abnormal findings when it comes to skin findings?
Normal - Warm (Normal skin temp)
| Abnormal - Cool (Lower than norm skin temp)
325
What are normal findings when it comes to skin findings? what are abnormal findings?
Normal - Dry
Abnormal - Moist, Clammy, Diaphoretic
326
What does dry mean when it comes to skin findings?
Normal skin condition without moisture
327
What does moist mean when it comes to abnormal skin findings?
Slightly, or moderately damp (ABNORMAL)
328
What does clammy mean when it comes to skin findings?
| abnormal
Wet or sweaty skin
| abnormal
329
What does diaphoretic mean when it comes
| to skin findings?
Abnormally heavy sweating
| ABNORMAL
330
What does pink mean when it comes to skin findings?
Normally colored skin ethnicity
| NORMAL
331
What does Jaundice mean when it comes to skin findings?
Yellowing of the skin
| ABNORMAL!!
332
What does Cyanotic mean when it comes to skin findings?
Bluish discoloration of the skin
| ABNORMAL
333
What does pale mean when it comes to skin findings?
Loss of normal color of the skin
| ABNORMAL
334
What are normal terms when it comes to skin findings? What are abnormal terms when it comes to skin findings?
Normal - Pink
Abnormal - Jaundice, Cyanotic Pale
A8JA8AJS8JSS8 AFTER
335
What are
336
What are normal terms when it comes to skin findings? What are abnormal terms when it comes to skin findings?
337
What does intact mean when it comes to skin findings?
Skin is without injury (NORMAL)
