Final Flashcards
Issues in Advertising: Society determines what is?
- Offensive
- Excessive
- Irresponsible
Issues in Advertising: Government determines what is?
- Deceptive
- Unfair
Criticism of Marketing Impact on individuals
- High Prices
American marketing system causes prices to be higher than they would be without it. - High Pressure Selling
- Unsafe products
- Planned Obsolescence
- Poor service to disadvantaged consumers
What is high pressure selling?
Belief that products are sold, not bought – lack of concern for consumers
Criticism of Marketing impact on society
- False wants and too much materialism (ex. Shop till you drop)
- Cultural pollution: Our Sense are constantly being assaulted by advertising. Pollution of people’s minds with messages of materialism, sex, power or status
- Too much political power: Industries, Big Tobacco, Big Food, Big Oil, Big Pharma hold too much power over government and mass media
What are big Tobacco tactics to target youth?
- Positive imagery of smoking and smokers
- Perception of smoking as normative
- Facilitating peer influence (viral marketing)
- Pledge commitment to youth smoking prevention in 2000
What are strategies and tactics of the food industry?
- Claim commitment to public health
- Seek influence through campaign contributions
- Divert attention from food and focus on physical activity and nutrition eduction
- Silence Critics
What are frequent responses of the big food industry?
- Denies the link between advertising and obesity or poor diet
- Play the “freedom of choice” card
- Highlights the role of parents to teach healthy eating habits
What does ethical and responsible marketing look like?
It depends on who you ask
What is the CARU?
Children’s Advertising Review Unit
What are the CARU responsibilities?
- Acts as an administrative agency (Guidelines and procedures)
- Promotes “responsible children’s advertising”
- Focuses on how products are advertised to children
What is the CFBAI?
Children’s Food and Beverage Advertising Initiative
What are the CFBAI responsibilities?
- A voluntary pledge program
- Focuses on what foods are advertised to children
Three examples of Federal Regulations from Chapter 2 PowerPoint.
- FTC: Federal Trade Commission
- FDA: Food and Drug Administration
- FCC: Federal Communications Commissions
What are the pros of Magazine Advertising?
- Flexibility
- Color
- Authority and believability
- Permanence
- Prestige
- Audience Selectivity
- Cost-Efficiency
- Reader loyalty
- Extensive Pass-along readership
What are the cons of Magazine Advertising?
- Declining Circulations
- Lack of immediacy
- Shallow geographic coverage
- Inability to deliver mass audiences at a low price
- Inability to deliver high frequency
- Long lead time
- Heavy advertising competition
- High cost per thousand
What are the pros of Newspaper advertising?
- Mass and local medium
- Comprehensive in scope
- Geographic Selectivity
- Timeliness
- Credibility
- Selective attention
- Creative flexibility
- An active medium
- A permanet record
- Reasonable cost
What are the cons of newspaper advertising?
- Lack of selectivity
- Short life span
- Low production quality
- Clutter
- Lack of control
- Overlapping circulation
What are the special possibilities (types of ads) with magazines?
- Bleed
- Cover position
- Junior unit
- Island Halves
- Insert
- Gatefold
What are the special possibilities (types of ads) with magazines? Explain bleed
Color, type, or visuals that run all the way to the edge of a printed page
What are the special possibilities (types of ads) with magazines? Explain cover position
Advertising space on the front inside, back inside, or back cover pages of a publication, usually sold t a premium price
What are the special possibilities (types of ads) with magazines? Explain Junior unit
Large magazine ad placed in the middle of a page and surrounded by editorial matter
What are the special possibilities (types of ads) with magazines? Explain Island Halves
Half-page of magazine space that is surrounded on two or more sides by editorial matter and sold at a premium price
What are the special possibilities (types of ads) with magazines? Explain Insert
Ad or brochure printed by the advertiser and shipped to the publisher for insertion into a magazine or newspaper
What are the special possibilities (types of ads) with magazines? Explain Gatefold
Magazine cover or page extended and folded over to fit into the magazine, sold at a premium price
Important dates for magazine purchases
- Cover date
- On-sale date
- Closing date
What is cover date?
Date printed on the cover of a publication
What is the on-sale date?
Date a magazine is issued
What is the closing date?
Publication’s final deadline for supplying printing material for an advertisement
What is CPM?
Cost per thousand: Cost of reaching 1,000 people in a medium’s audience, used to compare the cost of various media vehicles
Define Frequency Discounts
Advertisers earn this by running advertising repeatedly in a specific time period
List the types of Newspaper advertising
- Display Advertising
- Reading notice or advertorial
- Cooperative (co-op) advertising
- Classified Ads
- Public Notices
- Preprinted inserts
Explain Display advertising
Includes copy, illustrations or photographs, headlines, coupons, and other visual components
Explain reading notice or advertorial
Looks like editorial content, but flagged as advertising to avoid confusion; may cost more than normal display advertising
Explain cooperative advertising
Sharing of advertising costs by the manufacturer and the distributor or retailer
Explain classified ads
Arranged under subheads that describe the class of goods or the need the ads seek to satisfy
Explain Public notices
Announce legal changes in business, public governmental reports, notices by private citizens and organizations, and financial reports
Explain preprinted inserts
Advertisements printed in advance by the advertiser and inserted into a specific edition, appearing as a separate, smaller section of the paper
What is RTB
Real time buying and selling of ads on a per-impression basis
Explain Radio programming and audiences
- FM stations have better sound, more program variety, and fewer commercials
- AM stations have more news, talk, or sports programs (no need for sounds quality).
- Advertisers buy station’s programming formats
What are the types of Radio Advertisements
- Network radio
- Sports radio
- Local time
What are the types of Radio Advertisements: Explain Network radio advertisement
Provides advertisers with simple administration and low effective net cost per station; carries messages nationwide; can target geographic markets
What are the types of Radio Advertisements: Explain sport radio
Purchase of airtime on individual stations to gain flexibility in the choice of markets, stations, airtime and copy
What are the types of Radio Advertisements: Local time
Spots purchased by local advertisers or agencies
What are the five Radio day parts?
- Morning drive - 6AM - 10AM
- Daytime - 10AM - 3 PM
- Afternoon (or evening) drive - 3PM - 7PM
- Night time - 7PM to midnight
- All night - Midnight to 6AM
What factors affect rate negotiation?
- Based on the daypart chosen
- ROS run-of-station
- TAP total audience plan
What is ROS (Run-of-station)
Leaving placement of spots up to the station to achieve a lower ad rate
What is TAP Total audience plan
Package rate that guarantees a certain percentage of spots in the better day parts
What are the two types of Cume Estimates?
- Cume persons
2. Cume Rating
What is cume persons?
Total number of different people listening to a radio station for at least one 15-minute segment over the course of a given week, day or day part
What is Cume ratings
Estimated number of cume persons expressed as a percentage of the total market population
Types of mobile advertising
- Banner advertising
- Sponsored SMS or MMS
What is banner advertising?
similar to online banner advertising
- Standardized by the mobile marketing association (MMA)
- Placed into applications
What is Sponsored SMS or MMS advertising?
Ads sent via short message service, aka text messages. Does not require the end user to own a smartphone
What are 3 examples of Enhanced Tracking
- Cookies
- Third-party ad servers
- Behavioral tracking
Explain Cookies
Small text files that get stored on the computer when one visits certain websites, helping to identify returning users and to customize information based on past browsing behavior
Explain Third-party ad servers
Deliver ads from one central source across multiple web domains, allowing advertisers to mange the rotation and distribution of their advertisements
What is behavioral tracking
Ability to track people’s behaviors on the Internet
Explain some factors and characteristics of content creation
- Foster community
- Develop an editorial lens, but don’t try to be a mainstream news provider
- Forge partnerships, link, retweet, make it sticky
- Be both curators and collaborators
- Act in real time
- Be ready to manage the crisis
- Activate in a responsive, always-on manner
- Personalize, use high content as a reward for loyalty
What are the problems with digital interactive as an advertising medium?
- Extremely fragmented, does not offer mass-media effectiveness
- Lack of accountability and security since it is not controlled by any one entity
- Requires constant attention and time on the part of the advertiser to engage consumers on a daily basis
Using the digital interactive in IMC does what?
- Allows for greater interactivity between company and its stakeholders
- Requires increased effort and spending
List some types of outdoor advertising
- Bulletins
- Posters
- Spectaculars
What are bulletins?
large, outdoor billboards meant for long term use
What are spectaculars?
Giant electronic signs that grab the attention of viewers in high-traffic areas by incorporating movement, color, and flashy graphics
what are some factors of Buying outdoor advertising
-Gross Ratings Points (GRP), or 100 showing
A score between 1 and 100
50 means that your billboard will be seen by at least 50% of the population in the area at least once a day
-Price depends on
a. Traffic
b. Visibility
c. Location
d. Size and more
-Location is key for effective outdoor advertising
Regulation of outdoor advertising
Each state regulates, administers, and enforces outdoor advertising permit programs through the department of transportation
What does OOH stand for?
Out-of-home medium
What are the ethical concerns for OOH (out-of-home medium)
- Racial and ethnic communities have been disproportionately exposed to this type of advertising for alcohol and tobacco products
- 1998- LA prohibited alcoholic beverage and cigarettes advertising on all publicly visible sites
- Proximity to schools affects children (line of sight restrictions from public health experts)
- Spillover effect – can’t switch off, especially for mobile billboards in taxis
What are some challenges in Media Planning?
- Difficulty reaching a big audience due to increasing media options
- TV Fragmentation
- Streaming options
- Increasing costs due to the restriction by media on the number of ads sold
What are the types of TV Advertising
- Networks
- Sponsorship
- Participation
What are the pros of TV Advertising?
- Mass coverage
- Low cost per exposure
- Some Selectivity
- Impact
- Creativity
- Prestige
What are the cons of TV advertising
- High production cost
- High airtime cost
- Limited selectivity
- Brevity
- Clutter
- Zipping and Zapping
What does GRP stand for?
Gross Rating Points
What is Gross Rating Points?
The percentage of homes or individuals exposed to an advertising medium
What are the 3 principal methods for scheduling media?
- Continuous Schedule
- Flighting
- Pulsing
What is a continuous schedule?
Advertising runs steadily with little variation
What is flighting?
Periods of advertising are alternated with periods of no advertising at all
What is pulsing?
Mixing continuity and fighting strategies
What are some things to know about buying TV time?
- Cost per thousand (CPM)
- Cost-efficiency
- Target CPM (TCPM)
What is Cost per thousand (CPM)
Cost of reaching 1,000 people in a medium’s audience (Cost/1,000)
What is Cost-efficiency
Cost of reaching a target audience through a particular medium as opposed to the cost of reaching the medium’s total circulation
What is Target CPM (TCPM
Cost per thousand to expose a message to the target audience rather than the total circulation
