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40 Cards in this Set
- Front
- Back
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What does CMR stand for?
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Competitive Media Reports
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What are two competitive tools for competitive analysis?
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Competitive Media Reports and Adviews
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What is the difference between CMR's and Adviews?
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Adviews do not cover international magazines or business-to-business(B2B) publications, but do include free-standing inserts (FSI's)
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What do CMR's and Adviews cover?
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1. They research more than 1 million brands for 15 different media categories
2. List TV program estimated costs and ratings 3.Lists placement on over 300 Internet sites 4. Lists magazine, outdoor, and radio placement |
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Who owns CMR's?
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Taylor Nelson Sofres
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Who owns adviews?
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Neilson Market Research
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What is share of spending?
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The percentage of category SPENDING measured solely in terms of DOLLARS
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What is share of voice?
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The percentage of category IMPRESSIONS measured solely in terms of EXPOSURE
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What is sales to advertising trend lines?
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Thats when the investment moves from one medium to another.
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Give an example of sales to advertising trend lines?
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Hard liquor moves dollars from magazine into cable television.
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Name the advantages of outdoor advertising?
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1. repetition of message
2. accessibility 3. can carry a directional message 4. cost effiency 5. creative flexibility |
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Name the disadvantages of outdoor advertising?
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1. fleeting message
2. legal restrictions 3. availability 4. visual pollution 5. clutter |
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What are the different possibilities of outdoor advertising?
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1. Bulletins
2. Poster Panels 3. Digital Displays 4. Transit Advertising |
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Name the different dimensions of bulletin outdoor advertising?
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1. 14' by 48'
2. 10'6 by 36' |
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Name the different dimensions of poster panels outdoor advertising?
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1. 30-sheet panels (12' by 25')
2. 8-sheet panels (5' by 11') |
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Name the different possibilities of transit advertising?
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1. posters (inside)
2. transit shelters 3. transit terminals 4. subway 5. taxis 6. buses 7. bus benches 8. mobile billboards |
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Name 4 things that increase outdoor advertising rates?
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1. Best locations (high demand and high traffic)
2. extensions 3. shorter contracts 4. moving locations |
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Name the 3 different kinds of extensions?
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1. MDF Board
2. Lights 3. Attachments |
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What is the key to buying outdoor?
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LOCATION
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How do you buy outdoor advertising?
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By individual units or by showings.
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100 showings (GRP's) is what percentage reach?
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100%
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How is the price of outdoor advertising measured?
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In terms of DEC (daily effective circulation)
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How is outdoor advertising usually purchased?
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on a monthly basis
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Name the advantages of newspaper?
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1. credibility
2. geographic relevance 3. timely relevance 4. active medium 5. frequency of message 6. creative flexibility with ad sizes |
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Name the disadvantages of newspaper.
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1. clutter
2. reporduction quality 3. color 4. short shelf life 5. lack of selectivity 6. declining circulations |
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Name the 3 different types os newspapers.
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1. dailies
2. weeklies 3. national |
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How many times per week do dailies get published? Weeklies?
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Dailies- 5 times per week
Weeklies- 1 time per week |
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name three types of national newspapers.
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1. usa today
2. wall street journal 3. the ny times |
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What are the two formats of newspapers?
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1. standard format
2. tabloid format |
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What is standard format?
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6 columns wide by 22 inches tall
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What is tabloid format?
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5 columns wide by 14 inches tall
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What is standard advertising unit (SAU)?
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1 column by 1 in
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Name the different types of newspaper advertising?
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1. display advertising
2. classified adv 3. Inserts 4. public/legal notices |
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Newspapers are bought in column inches. Name the different kinds of rates to buy newspaper advertising?
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1. open rates (no discounts)
2. contract rates 3. discounts 4. combination rate 5. short rate |
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Name the different kinds of open rates.
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Local and National
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Name the different kinds of contract rates.
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dollar volume and space volume
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Name the different kinds of discounts.
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1. bulk discount (volume of space)
2. frequency discount (repeating ads) 3. earned rates (accumulating space) |
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What are combination rates?
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purchasing more than one publication
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What are short rates?
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Penalty for not fulfilling a contract
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What increases newspaper costs?
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1. size
2. color 3. preferred position 4. split runs |
