Marketing 2081: Exam 2

Front 1

Advertising Agency (3)

Back 1

a firm that specializes in the creation, production, and placement of advertising messages and may provide other services that facilitate the marketing communications process

Front 2

In-House Agency (3)

Back 2

positives: more control, cost savings, better communication
negatives: less experience, objectivity, and flexibility

Front 3

Full Service Agency (3)

Back 3

an advertising agency that offers clients a full range of marketing and communications services including the planning, creating, producing, and placing of advertising messages

Front 4

Media Buying Services (3)

Back 4

independent companies that specialize in the buying of media, particularly radio and television time

Front 5

Creative Boutique (3)

Back 5

an advertising agency that specializes in and provides only services related to the creative aspects of advertising

Front 6

Commission System (3)

Back 6

a method of compensating advertising agencies whereby the agency receives a specified commission from the media on any advertising time or space it purchases

Front 7

Direct- Marketing Agency (3)

Back 7

a company that provides a variety of direct marketing services to their clients including database management, direct mail, research, creative, and production

Front 8

Sales- Promotion Agencies (3)

Back 8

an organization that specializes in the planning and implementation of promotional programs such as contests, sweepstakes, sampling, premiums, and incentive offers for it clients

Front 9

Media Planning (10)

Back 9

a series of decision involving the delivery of messages to customers

Front 10

Reach (10)

Back 10

the number of audience members exposed at least once in a given time period

Front 11

Frequency (10)

Back 11

the number of times the receiver is exposed to a media vehicle in a specific time period

Front 12

Sweeps (10,11)

Back 12

the times of year in which television audience measures are taken

Front 13

Continuity (10)

Back 13

a media scheduling strategy where a continuous pattern of advertising is used over the time span of the ad campaign

Front 14

Flighting (10)

Back 14

a media scheduling pattern in which periods of advertising are alternated with periods of no advertising

Front 15

Pulsing (10)

Back 15

a media scheduling method that combines flighting and continuous scheduling

Front 16

GRP's (Gross Ratings Points) (10)

Back 16

GRP's are based on the total audience the media buy will reach. They use a duplicated reach estimate.

Front 17

TRP's (Target Ratings Points) (10)

Back 17

Refer to the number of people in the primary target audience the media buy will reach and the number of times. Unlike GRP it does not include waste coverage

Front 18

CPM (10))

Back 18

cost per thousand, a computation used in evaluating the relative cost of various media vehicles that represents the cost of exposing 1,000 members of a target audience to an advertising message

Front 19

TV Advantages (11)

Back 19

(+); creativity and impact, coverage and cost effectiveness, capacity and attention, selectivity and flexibility

Front 20

TV Disadvantages (11)

Back 20

(-); fleeting messages, cost, low selectivity, clutter, distrust, negative evaluation, limited attention

Front 21

Network Advertising (11)

Back 21

affiliated stations are linked, purchase transactions are simplified

Front 22

Spot and Local Advertising (11)

Back 22

commercials are shown on local stations, may be local or "national spot" commercials

Front 23

Up Front Market (11)

Back 23

a buying period that takes place prior to the upcoming television session when the networks sell a large part of their commercial time

Front 24

Affiliates (11)

Back 24

local tv stations that are associated with a major network.

Front 25

Syndicated Programs(11)

Back 25

shows sold or distributed to local station

Front 26

Dayparts (11)

Back 26

the time segments into which a day is divided by radio and tv networks and stations for selling ad time

Front 27

Nielsen (11)

Back 27

media research agency that develop audience measurement systems

Front 28

Radio Advantages (11)

Back 28

cost and efficiency, selectivity, flexibility, mental imagery, integrated marketing

Front 29

Radio Disadvantages (11)

Back 29

creative limitations, audience fragmentation, chaotic buying, limited research data, limited listener attention, clutter

Front 30

Image Transfer (11)

Back 30

a radio advertising technique whereby the images of a tv commercial are implanted into a radio spot

Front 31

Arbitron

Back 31

covers 286 local radio markets with one to four ratings reports per year. has a sample of rep listeners in each market maintain a diary of their radio listening for seven days, uses AQH

Front 32

AQH - Average Quarter-Hour (11)

Back 32

the avg. number of persons listening to a particular station for at least five minutes during a 15-min period

Front 33

Cume (11)

Back 33

term for cumalitive audience, which is the estimated total number of different people who listened to a radio station

Front 34

Magazines Advantages (12)

Back 34

selectivity, reproduction quality, creative flexibility, permanence, prestige, receptivity, involvement, services

Front 35

Magazines Disadvantages (12)

Back 35

costs, limited reach, limited frequency, long lead time, clutter

Front 36

SRDS (12)
Standard Rate and Data Service

Back 36

the primary reference source on periodicals for media planners. divides magazines into 3 categories: Consumer, Farm, and Business

Front 37

Gatefolds (12)

Back 37

enable an advertiser to make a striking presentation by using a third page that folds out and gives the ad an extra large spread

Front 38

Bleed Page (12)

Back 38

the advertisement extends all the way to the end of the page, with no margin of white space around the ad. give a larger impression and more dramatic impact

Front 39

Split Runs (12)

Back 39

two or more versions of an ad are printed in alternate copies of a particular issue of a magazine.

Front 40

Audit Bureau (12)

Back 40

Non-profit association of advertisers, ad agencies and publishers. Provides media audits, publisher statements, news bulletins, etc.

Front 41

Primary Circulation (12)

Back 41

the number of copies distributed to the original subscribers or purchasers. is the basis for the magazine's rate structure

Front 42

Pass Along Readership (12)

Back 42

when the primary subscriber gives a magazine to another person, or read in a waiting room.

Front 43

Weekly/National Newspapers (12)

Back 43

weeklies appeal to local advertisers because of their local focus and lower absolute cost. Nationals have nationwide appeal, appeal to large national advertisers

Front 44

Newspaper Advantages (12)

Back 44

extensive penetration, flexibility, geographic selectivity, involvement, acceptance, services offered

Front 45

Newspaper Disadvantages (12)

Back 45

production quality may be low, short life span, not demographically or psychographically selective, heavy ad competition, potential poor placement, may overlap circulation

Front 46

Display Ads (12)

Back 46

locla, general, paid reading notices

Front 47

Classifieds (12)

Back 47

small items arranged by topic, rates based on size and duration, classified display- combination

Front 48

SAU (12)

Back 48

standard advertising unit used by 90% of daily newspapers. rates are quoted on this basis

Front 49

ROP (12)
Run of Paper

Back 49

the paper can place the ad on any page or in any position it desires

Front 50

Out of Home advertising (13)

Back 50

billboards, street furniture, transit

Front 51

Support Media (13)

Back 51

used to reach those people in the target market the primary media may not have effectively reached and to reinforce the message

Front 52

Alternative/Non-Traditional Media (13)

Back 52

buses, arenas, airborne, shopping malls, airports

Front 53

Outdoor Advantages (13)

Back 53

wide local coverage, high frequency, geographic flexibility, creativity, efficiency

Front 54

Outdoor Disadvantages (13)

Back 54

waste coverage, limited message capability, wear-out, high cost

Front 55

Highway Beautification Act of 1965 (13)

Back 55

Lyndon Johnson. 46 states ban cigarettes on billboards, some cities consider banning alcohol as well. Mixed emotions about the act. LBJ's wife tried to rid interstate billboards completely with no success.

Front 56

Aerial Advertising (13)

Back 56

c'mon, this is pretty fucking self-explanatory. if u dont know what it is...think blimps, hot-air balloons, airplanes on the beach etc.

Front 57

Transit Advertising (13)

Back 57

trains, subways, buses, taxis, SEPTA. train stations, platforms, terminals. recent renewed interest bc of high cost of tv ads.

Front 58

Product Placement (13)

Back 58

a form of advertising and promotion in which products are placed in TV and/or movies to gain exposure.

Front 59

Advantages of Product Placement (13)

Back 59

exposure, frequency, support for other media, source association, cost, recall, targeting, acceptance

Front 60

Disadvantages of Product Placement (14)

Back 60

high absolute cost, time of exposure, limited appeal, lack of control, public reaction, competition, negative placements, clutter (leads to loss of effectiveness)