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IMC > Paid Media > Flashcards

Paid Media Flashcards

1
Q

Paid media communicates to

A

Strangers

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2
Q

Owned media communicates to

A

Customers

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3
Q

Earned media communicates to

A

Fans

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4
Q

Paid media advantages (4)

A

Message control
Scale; can generate broad reach
Good brand reminder
Measurable

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5
Q

Paid media disadvantages (4)

A

Clutter
Lack of credibility
Low response rates
Indirect action

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6
Q

Magazines advantages (6)

A 
Audience selectivity
Permanence
Secondary readership
Prestige
Creative flexibility
Selling power
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7
Q

This is the most selective media

A

Direct mail

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8
Q

Second most selective media

A

Magazines

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9
Q

why do magazines have permanence

A

Long shelf-life

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10
Q

Disadvantages of magazines (6)

A 
Audience fragmentation
Difficult to generate frequency
Long lead times
Costly for reaching a mass audience
Relatively high CPMs
Cluttered
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11
Q

Are magazine subscribers or newsstand sales more involved?

A

Newsstand

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12
Q

Circulation figure on which a magazine bases its rates

Generally equivalent to the guaranteed circulation

A

Rate base

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13
Q

Guaranteed circulation

A

Minimum number of copies the publisher expects to circulate

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14
Q

Advertisers verify the reach of magazines through a system of audited circulation called

A

ABC = audit bureau of circulation

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15
Q

Opportunities for discounts (magazines) (3)

A

Frequency
Volume
Payment terms

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16
Q

Opportunities for premiums (magazines) (4)

A

Color
Covers
Gatefolds
Inserts

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17
Q

Advantages of newspapers (5)

A 
Timeliness
Geographic selectivity
Intensive local coverage
Mass medium
Credibility
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18
Q

Disadvantages of newspapers (5)

A 
Short life span
Lack of overall selectivity
Skews to older audiences
Clutter
Low production quality
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19
Q

6 newspaper advertising options

A 
Display advertising
Classified advertising
Sunday supplements
Run of paper (ROP)/preferred position
Split runs
Per column inch (rows)
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20
Q

Display advertising (newspapers)

A

Anyone can purchase them

yard sales, dating, selling things, etc

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21
Q

Classified advertising (newspapers)

A

Traditional newspaper advertising

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22
Q

Sunday supplements (newspapers)

A

May include free standing inserts (FSI)

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23
Q

Run of power versus preferred position (newspapers)

A

Location of ad

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24
Q

Split runs (newspapers)

A

Run different versions or different ads
Geographically
Ad testing

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25
Q

Per column inch (newspapers)

-2 formulas

A

(Per row)
Column inches = columns * row inches
Cost = column inches * rate

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26
Q

Newspaper advertising mechanics (3)

A

Insertion order
Proof
Tear sheet

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27
Q

Insertion order (newspapers)

A

Contract between newspaper and advertiser

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28
Q

Proof (newspapers)

A

Copy of ad to be approved by advertiser prior to publication

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29
Q

Tear sheet (newspaper)

A

Verification that the ad actually ran

The page of the newspaper torn out and sent to you

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30
Q

This medium of television

  • attracts most national advertising
  • independent stations
  • network affiliates
A

Broadcast tv

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31
Q

This medium of television

  • premium services
  • Ad-supported networks
  • superstations
A

Cable tv

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32
Q

Which medium of tv attracts most national advertising

A

Broadcast tv

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33
Q

Which medium of tv has premium services, ad-supported networks, and superstations

A

Cable tv

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34
Q

CBS, ABC, Fox, NBC are all network affiliates of

A

Broadcast tv

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35
Q

Advantages of broadcast tv advertising (5)

A 
Mass coverage 
Impact
Creativity
Prestige
Can be cost efficient
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36
Q

What % of us homes have a tv

A

98%

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37
Q

Disadvantages of broadcast tv advertising

A 
Limited selectivity
High production cost
High Airtime cost
Brevity - poor recall
Clutter
Zapping
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38
Q

What is zapping

A

Ability to fast forward, skip, avoid ads in any way shape or form

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39
Q

MTV, Lifetime, HDTV, CNN are superstations of

A

Cable tv

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40
Q

Advantages of cable tv

A 
Selectivity
Audience demographics - buyers!
Impact
Creativity
Prestige
Low cost (relative to broadcast)
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41
Q

Why are audience demographics favorable for cable tv

A

They tend to be buyers, more affluent, wealthy, willing to spend money, and with disposable income

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42
Q

Disadvantages of cable tv

A 
Audience fragmentation
Limited reach
Somewhat lower quality
Brevity
Poor recall
Clutter
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43
Q

Which medium to people find to be the most authoritative, influential, and persuasive

A

Television

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44
Q

8 types of television advertising purchases

A 
Sponsorship
Cosponsorship
Participation (within)
Spot ads (between)
Syndication
Program length ads (infomercials)
Roadblocks
Product placement
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45
Q

8 types of television advertising purchases

A 
Sponsorship
Cosponsorship
Partnership (within)
Spot ads (between)
Syndication
Program length ads (infomercials)
Roadblocks
Product placement
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46
Q

Advertiser underwrites the total cost of a program, including content and production

A

Sponsorship

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47
Q

Multiple advertisers sponsor a program

A

Cosponsorship

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48
Q

Several advertisers buy advertising segments within a program
Most network TV advertising

A

Participation (within)

49
Q

Run ads between programs in clusters
Can be concentrated in specific regions
Less expensive than participation

A

Spot ads (between)

50
Q

3 types of syndication

A

Offnetwork
First run
Barter

51
Q

Re-runs of old, popular shows sold to individual local stations for rebroadcast

A

Off-network syndication

52
Q

Original programming sold to individual local stations for broadcast (ex. The jerry springer show)

A

First run syndication

53
Q

Off-network or first run programming offered to local stations free or for a reduced rate with some ad positions pre-sold to prominent national advertisers (ex. Wheel of fortune, jeopardy, 30 rock)

A

Barter syndication

54
Q

Combination of advertising, direct response, and sales promotion usually seen late at night
Product demonstration and bead differentiation
Immediate response
Measurable results

A

Program length ads (infomercials)

55
Q

Long-form ads running on all the networks at exactly the same time

A

Roadblocks

56
Q

Advantages of product placement

A

Free from TiVo and DVRs
Products linked to characters
Credibility less of an issue

57
Q

Disadvantages of product placement

A

Trade off between nonintrusive and noticeable
Little control over how brand or product is featured
Unclear if they work/effectiveness

58
Q

Rating services for tv audience measurement

A

Nielsen & networks

Cable ratings

59
Q

Defining tv markets for tv audience measurement

A

Designated market areas (DMAs)

60
Q

Tv day parts

A 
Early morning 6-9am
Daytime 9am-4:30pm
Early fringe 4:30-7:30pm
Prime access 7:30-8pm
Prime time 8pm-11pm
Late news 11-11:30pm
Late fringe 11:30-2am
61
Q

Importance of dayparts?

A

Quantity and quality of viewers

62
Q

Tv households

A

The number of households within a DMA that own a tv

63
Q

DMA

A

Designated market areas

64
Q

The number of households within a DMA that own a tv

A

Tv households

65
Q

How many tv households have the tv on

A

Households using tv

66
Q

Households using tv

A

How many tv households have the tv on

67
Q

Program rating formula

A

Rating = Total TVHH tuned into program / Togal TVHH in an area x 100

68
Q

Audience share formula

A

Share = TVHH tuned into program / HH with a TV turned on) x 100

69
Q

This is a comparable measure of advertising weight, but does not reflect a markets size (Reachxfrequency)

A

GRPs

70
Q

GRP formula for buying tv time

A

Reach (average rating) x frequency

71
Q

Cost per point formula

A

CPP = Cost/Rating

72
Q

Cost per thousand formula

A

CPM=Cost/Thousands of people (who watched the program)

73
Q

Cost of reaching 1% of TVHH

A

Cost per thousand

74
Q

What’s the most important figure for cost efficiency?

A

CPM calculated against size of your target market

75
Q

Why are FOX prices higher than CBS?

A

Fox tends to be younger audiences, consumers are less brand loyal, more CLV

76
Q

Run if schedule positioning

A

Television station/network decides when your ad runs

77
Q

Preemption rates

A

Discounted price, advertiser loses the ad position if another advertiser offers to pay the higher “preemption rate”

78
Q

Affidavits of performance

A

Proof that the ad ran as planned; similar to tear sheets

79
Q

Makegoods

A

Compensation for missed ads or missed ratings

80
Q

Advantages of radio ads

A 
Selectivity (radio station formats)
Immediacy
Local relevance
Can be cost efficient
Reach and frequency
81
Q

Disadvantages of radio ads

A

Limitations of sound
Audience fragmentation
Brief and fleeting (transitory medium
Clutter

82
Q

Radio day parts

A 
Morning 6am-10am
Daytime 10am-3pm
Afternoon drive 3pm-7pm
Nighttime 7pm-midnight
All night 12am-6am
83
Q

Run of station basis (ROS) for radio

A

Similar to ROP (print) and ROS (TV); station decides when the ad runs

84
Q

Total audience plan (TAP)

A

Package rate with a certain % of spots guaranteed to run during he better dayparts

85
Q

This identifies the average number of people who listen to a specific station for at least 5 minutes during any 15 minute period of any daypart

A

Average quarter hour persons

86
Q

Average quarter hour persons interpretation

A

Identifies the average number of people who listen to a specific station for at least 5 minutes during any 15 minute period of any daypart

87
Q

AQH Share formula

A

AQH persons/AQH of all stations x 100

88
Q

AQH Rating formula

A

AQH Persons/Target Audience x 100

89
Q

Gross impressions radio formula

A

GI = AQH Persons x Number is Spots

90
Q

GRP Radio formula

A 
GRPs = (GI/Target Audience) x 100
GRPs = AQH rating x number of spots
91
Q

Three types of internet advertising

A

Web sites
Banner ads
Interstitial (pop ups)

92
Q

Pricing for banner ads is usually on what basis

A

CPMs
Sometimes performance
-click throughs
Affiliates

93
Q

Affiliate marketing program for banner ad pricing

A

Website displays your banner; gets percentage of sales

94
Q

These act as brokers for advertisers and websites
Pool hundreds/thousands of web pages together and facilitate advertising across these pages
Help advertisers get enough reach from their advertising

A

Ad networks

95
Q

Advantages of online advertising

A 
Selectivity
Enormous reach
Measurable
Audience demographics
Timeliness
Interactive
Proximity to purchase
96
Q

Disadvantages of online advertising

A

Limited reach (mass medium?)
Measurement
Relatively high CPMs
Easy to ignore

97
Q

Why is measurement a disadvantage of online advertising

A

No standardization

What do we count as an impression?

98
Q

Issues with mobile advertising

A 
Poor creative ad formats
Focus on direct response?
Banners -> videos
Mobile space less relationship focused (feels private)
Consumer indifference
Ineffective targeting and ad blocking
99
Q

Types of direct mail

A 
Postcards
Email
Sales letters
Brochures
Statement stuffers
Catalogs
100
Q

Advantages of direct mail

A 
Selectivity
Extensive reach
Personalized impact
Competitive exclusivity
Measurable response
101
Q

Most selective medium

A

Direct mail

102
Q

Medium with the highest response rate

A

Direct mail

103
Q

Disadvantages of direct mail

A 
High cost per exposure
Delivery (cost/control)
Negative attitudes
Lack of content
Overexposure
104
Q

Two creative tactics to give the recipient of direct mail a reason to open/keep

A

Disguise sender

Make an offer

105
Q

The key to effective direct mail advertising

A

Mailing list!

106
Q

3 types of mailing lists

A

House list
Mail response list
Compiled list

107
Q

Names of existing customers compiled over time

Mailing list with the highest response rate

A

House list

108
Q

Respondents to the direct mail solicitations of other organizations
House lists of other direct mail advertisers
Mailing list with the second highest response rate

A

Mail response list

109
Q

Built based on some geographic, demographic, psychographic, behavioral profile
Purchased (used multiple times) or rented (used once)
Lowest mailing list response rate

A

Compiled list

110
Q

Mailing list response rate order

A
  1. House list
  2. Mail response list
  3. Compiled list
111
Q

Out of home advertising

A

Media that reach prospects outside their homes

112
Q

Most common form of out of home advertising

A

On-premise signage

113
Q

Outdoor advertising advantages

A 
Reach
Frequency
Geographic/demographic selectivity
Impact
Cost
114
Q

This medium has the lowest cost per exposure of any major medium

A

Outdoor advertising

115
Q

Disadvantages of outdoor advertising

A 
Fleeting message
Availability of locations
Measurement
Long lead times
Creative challenge
116
Q

Buying out of home media is based on

A

Daily GRPs
1 GRP = 1% of particular markets population
Buying 100 GRPs means message will provide daily exposure theoretically to 100% of markets total population

117
Q

Pros of cinema advertising

A

Captive audience
Geographic selectivity
Audience demographics
Lack of clutter

118
Q

Cons of cinema advertising

A

Netflix
Control
Frequency
Measurement

IMC (15 decks)

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