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25 Cards in this Set
- Front
- Back
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What is the # of households/individuals exposed to an advertisement?
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Reach
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What is the # of times an individual is exposed to an advertisement?
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Frequency
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How do you calculate CPM?
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1.) Find viewership
2.) Get % of viewership that is in your target market. 3.) Divide by 1000 to find how many groups of 1000s there are. 4.) Divide marketing cost by the # of 1000s to find the cost per 1000. |
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What are the 3 basic approaches to advertisement scheduling.
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1.) Continuous
2.) Flighting 3.) Pulse |
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Use this type of advertisement scheduling approach when seasonal factors are unimportant.
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Continuous
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Use this type of advertisement scheduling approach when there are changes in seasonal demand.
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Flighting
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This type of advertisement scheduling approach is a combination of continuous and flighting.
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Pulse
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This type of advertising media can communicate picture, print, and sound to specific audiences, but is expensive and has short exposure time.
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Television
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This type of advertising media can target specific audiences, is low cost, and can be placed quickly, but there is no visual element.
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Radio
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This type of advertising media can target specific audiences, has a long life and can display complex information.
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Magazines
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This type of advertising media can be very useful for local markets, can be placed and changed quickly, and is low cost, but has poor quality in color.
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Newspapers
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This type of advertising media has video and audio capabilities and can be interactive.
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Internet
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This type of advertising media is low cost, has high visibility, is able to focus on local markets, but the message must be short and simple.
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Outdoor
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This type of advertising media has a high selectivity of the audience, can contain complex information, but has a high cost per contact.
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Direct mail
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What type of pretesting method places the ad in another group of ads and then consumers are asked to read through all the ads and then they will ask for their impressions afterwards.
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Portfolio Tests
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What type of pretesting method shows the ad copy to a panel for consumers and then take their impressions.
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Jury Tests
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What type of pretesting method shows consumers the actual commercials.
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Theater Tests
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What is the awareness % formula?
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Impressions/4/# of ppl in target
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What part of the IMC program do you pretest the promotion and carry it out?
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Implementation
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What part of the IMC program do you design the promotion and schedule it?
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Planning
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What part of the IMC program do you posttest the promotion?
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Control
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What kind of posttesting do you show customers an ad and ask them where they have seen it in the past.
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Aided Recall
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What kind of posttesting do you ask participants what ads they saw recently.
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Unaided Recall
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What kind of posttesting do you measure the effectiveness of an ad to create a favorable attitude?
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Attitude Test
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What kind of post-testing do you look at the # of inquiries that come in.
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Inquiry Test
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