MC Media Choices

Question 1

By audience (3)

Answer 1

1) consumer magazines
2) business magazines
3) custom magazines

Question 2

By delivery (3)

Answer 2

1) Conventional sale
2) newspaper inserted magazines
3) street press

Question 3

Advantages of magazines (7)

Answer 3

1) selectivity
2) reproduction quality
3) creative flexibility
4) permanence
5) prestige
6) receptivity and involvement
7) services

Question 4

Limitations of magazines (5)

Answer 4

1) costs
2) limited reach
3) limited frequency
4) long lead time
5) clutter

Question 5

Newspaper types (4+examples)

Answer 5

1) publication frequency - daily, weekly
2) coverage - national, metro/regional, local/suburban
3) size - broadsheet, tabloid
4) audience - mainstream/general news, specialist

Question 6

Types of newspaper advertising (5)

Answer 6

1) display advertising
2) advertorials
3) classified advertising
4) inserts
5) public notices

Question 7

Advantages of newspapers (4)

Answer 7

1) extensive penetration
2) flexibility
3) geographic selectivity
4) reader involvement and acceptance

Question 8

Disadvantages of newspapers (7

Answer 8

1) low production quality
2) they have a short life span
3) lack of selectivity
4) advertising clutter
5) potentially poor placement
6) possibility of overlapping circulation
7) declining circulation

Question 9

Challenges facing newspapers (4)

Answer 9

1) competition from other media
2) circulation declines
3) attracting and retaining readers
4) digital news and fee for service.

Question 10

Support media definition

Answer 10

Those media used to support or reinforce messages sent to target markets through other more dominant or more traditional media.

Question 11

Types of support media (8)

Answer 11

1) outdoor media
2) point of purchase
3) packaging in store displays
4) promotional products
5) yellow directories
6) branded entertainment
7) product placements
8) cinema

Question 12

Outdoor advertising - billboards

• types (5)
• objectives (2)
• key considerations (3)

Answer 12

• most dominant support media
  1) types
• standard
• supersite
• 3D and extensions
• digital display screens
• rotographics
  2) objectives
• name recognition
• image association
  3) key considerations
• letter visibility
• colour visibility
• distance comprehension

Question 13

Outdoor - transit advertising

- type (4)

Answer 13

1) terminal posters
- street furniture
2) inside cards
3) outside posters
- wrapped vehicles
4) mobile advertising
- corporate vehicles
- mobile billboards
- GPS display screens

Question 14

Aerial advertising
Types (3)
Location (1+3)

Answer 14

1) types
- blimps
- skywriting
- sky banners
2) location
- recreational settings
> major sporting events
> festivals, concerts and celebrations
> beaches and park settings

Question 15

Outdoor advertising advantages (7)

Answer 15

1) wide local coverage
2) high frequency
3) geographic flexibility
4) creativity
5) creation of awareness
6) efficiency re CPM
7) timeliness

Question 16

Disadvantages of outdoor advertising (4)

Answer 16

1) waste coverage
2) limited message capability
3) wear out
4) image problems

Question 17

Point of purchase media definition

Answer 17

The medium that is closest in time or location to influencing the sale or purchase.

Question 18

Promotional products

• definition
• examples (5)

Answer 18

• a promotional product is any tangible form of marketing used to promote a brand, event, conference or initiative.
• examples: pens, coffee mugs, key rings, calendars, t shirts, baseball caps.

Question 19

Advantages of promotional products (7)

Answer 19

1) selectivity
2) flexibility/choice
3) frequency/retention
4) economy/cost
5) goodwill
6) high recall
7) supplementary role

Question 20

Point of purchase

• types (7)
• advantage (2)

Answer 20

1) types
- distinctive packaging
- end of aisle displays
- in store posters
- in store TVCs/videos
- in store PA system announcements
- in store product demonstrations
- shopping trolley and follow and shelf signage
2) advantages
- location at purchase decision point
- impulse buying/reminder

Question 21

Classifications of magazines (2)

Answer 21

• by audience

- by delivery

Question 22

Disadvantages of promotional products (4)

Answer 22

1) poor image
2) saturation
3) lead time
4) measurability

Question 23

Product placement definition

Answer 23

A form of advertising and promotion in which products are placed in television shows and/or movies to gain exposure.

Question 24

Product integration definition

Answer 24

The act of integrating the product into television program content

Question 25

Advantages of branded entertainment (9)

Answer 25

1) exposure
2) frequency
3) support for other media
4) source association
5) cost efficiency
6) recall
7) bypassing regulations
8) acceptance
9) targeting

Question 26

Disadvantages of branded entertainment (9)

Answer 26

1) high absolute costs
2) time of exposure
3) limited appeal
4) lack of control
5) public relations
6) competition and clutter
7) negative placements

Question 27

Branded entertainment

• definition
• 2 types

Answer 27

• the combined use of an audiovisual program and a brand to market a product or service. The purpose of a branded entertainment program is to entertainment while at the same time provide the opportunity for brands or products to be promoted.
• product placement and product integration

Question 28

Limitations of cinema advertising (3)

Answer 28

1) cost of production
2) CPM higher than TV
3) irritation

Question 29

Advantages of cinema advertising (7)

Answer 29

1) exposure
2) recall
3) mood
4) lack of clutter
5) cost of placement
6) proximity
7) segmentation