week 8 Flashcards
1
Q
define reach
A
how far and wide your advertising message goes
2
Q
what is frequency
A
how often its viewed
3
Q
what is number of markets?
A
number of markets your ad targets
4
Q
what is continuity
A
sameness, different advertising plans that all interact
5
Q
list the different types of media
A
newspaper magazines television mobile transit outdoor radio
6
Q
reasons to use newspaper media
A
- sense of intimacy
- local emphasis
- flexibility
7
Q
reasons to use magazine media
A
- selectively
- find colour reproduction
- long life
- pass along audience
- controlled circulation
8
Q
reasons to use television media
A
- site sound and motion for dynamics selling
- flexibility
- reach of both selective and mass – market
- cost efficiency
9
Q
reasons to use mobile media
A
- most personal marketing channel available
- measurable for return on investment purposes
- opportunity for reach consumers on the road
- ability to deliver information when relevant
10
Q
reasons to use transit media
A
- mass coverage of metropolitan area
- high frequency
- relative flexibility
- opportunity to position message to consumers on the way to their purchase point
11
Q
reasons to use outdoor media
A
- wide coverage of local markets
- high frequency
- geographic flexibility
- around the clock exposure
- simply copy theme and package identification
- mass coverage of metropolitan area
12
Q
reasons to use radio media
A
- reach of narrow demographic target audience
- high frequency
- supporting mediums
- excellent for populations on the move
- high summer exposure
- flexibility
- geographic flexibility
- active and medium
13
Q
limitations on newspaper media
A
- lack of target
- audience selectivity
- high cost
- limited coverage
- higher national advertising rates
- small pass along audience
- variation in our OP colour quality
14
Q
limitations on magazines media
A
- early closing dates
- lack of immediacy
- slow building of reach
15
Q
limitations on television media
A
- high cost
- low attention
- commercial skipping technology
- clutter
16
Q
limitations on mobile media
A
- small screen size
- network issues
- privacy
17
Q
limitations on transit media
A
- limited message space
- high competition
- frequent inspection
18
Q
limitations on outdoor media
A
limited to simple messages
- no guarantee of high recall
- costs
- limited availability
19
Q
limitations on radio media
A
- many six stations in one market
- low alternatives for some format
