Test
Advertising
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Preguntas del test (33)
1What is the media buy process?
- A1.set budget 2.set objectives 3. Determine media strategy 4.select media categories 5. Select specific media 6. Buy and schedule
- BProblem, information, evaluation, decision, behavior
2What are the 5 ms of advertising?
- AMarket - definition of target market and reach priorities
- BMedia - nature of media types used and why
- CMethodology - description of scheduling, reach, frequency
- DMoney - budget breakdown
- EMechanics - size of ad space, time
- FMixed - displaying a variable portfolio
- GMarketing - the ability to promote
3what is the buying of attention?
- ATo purchase time and space to advertise
- Ba paid, mediated form of communication from an identifiable source, designated to persuade the receiver to take some action now or in the future.
4What are the four segmentations?
- ADemographic
- BPsycographic
- CGeographic
- DBehavioural
- ETurnip
5What is the decision making process model?
- AProblem, information, evaluation, decision, behavior
- BSender – encoding – medium, decoding, receiver
6what is the basic communication model?
- ASender – encoding – medium, decoding, receiver
- BPhysical data (stimuli), physiological (sensory), psychological (emotional), cognition (awareness), mentalfiles (memory)
7What is the consumer perception model?
- APhysical data (stimuli), physiological (sensory), psychological (emotional), cognition (awareness), mentalfiles (memory)
- BAwareness, memory/thinking, applied knowledge, behavior, result
8What is the conditioning theory model?
- AAwareness, memory/thinking, applied knowledge, behavior, result
- BStimuli, need arousal, response – unsatisfied need, different response or satisfied need – repeat behaviour
9What is the response hierarchy advertising model?
- AStimuli, need arousal, response – unsatisfied need, different response or satisfied need – repeat behaviour
- BDefining advertising goals for measured advertising results
10What are the 5 strategic appeals in advertising?
- ARational (reason why)
- BEmotional
- CHumour
- DNegative result (fear)
- ESex
- FAppeal
11what is segmentation?
- ACategorize members or a larger population by various heterogenous traits
- BSelecting and pursuing specific segments for whom to deliver value through marketing activities
12what is targeting?
- ASelecting and pursuing specific segments for whom to deliver value through marketing activities
- BDeliberatley earning a place in the target market’s minde space for which a firm wishes to be known
13What is positioning?
- ADeliberatley earning a place in the target market’s minde space for which a firm wishes to be known
- BCategorize members or a larger population by various heterogenous
14Whats up with traditional marketing?
- Aone-way communication, success measured by target reached
- Bgreater and more frequent distractions, interactive, success measured by quantitative analytics
15what is up with digital marketing?
- Agreater and more frequent distractions, interactive, success measured by quantitative analytics
- Bpop
16what are the benefits of OOH advertising?
- Aregional targeting, graphics, simple message
- Bfastest growing analytics, personal
17what are the benefits of print?
- Aregional/interest targeting
- Bintimacy
18what are the disadvantages of print?
- Apaper format is dying, digital technology, readership down
- Bfragmented alternatives, clutter,
19what are the eras of advertising?
- Apost-industrial revolution - the beginning, and the production era, build it and they will come. 1830-1930
- BThe golden age - 50's and 60's, the sale era of marketing, 60's and 70's, the beginning of the marketing era
- CConsumerism - 70's and 80's markting orientation transitions into marketing segment focus, 80's and 90's societal marketing begins, consumerism begets regulatory bodies, completion bureau (Canada), national advertising review board (us)
- Ddan levin - 2000's on. people start using technology to accurately target profile
20how do you figure out the budget?
- Atake the project sales, 12 million, determine the percentage of sales, 3.5% calculate 12,000,000 * .035 = $420,000
- Bpoop
21what is reach in advertising?
- Atotal number of different people exposed at least once to a medium during a given period
- Bnumber of times the same person or household has an opportunity to be exposed to a message, in a given period
22what is frequency in advertising?
- Anumber of times the same person or household has an opportunity to be exposed to a message, in a given period
- Btotal number of different people exposed at least once to a medium during a given period
23what is CPM?
- Acost per thousand - advertisers's cost of reaching 1,000 people
- Badvertisers cost of reaching a single ratings point
24What is full service advertising agency?
- Aprovide creative, media planning and other non advertising promotional services
- Bdevelop creative concepts and ad message development to advertisers and full service ad agencies
25what is a creative advertising agency?
- Adevelop creative concepts and ad message development to advertisers and full service ad agencies
- Bprovide clients with detailed analysis of media options available, recommend to outright buy the media on behalf of clients
26what is a media buying advertising agency?
- Aprovide clients with detailed analysis of media options available, recommend to outright buy the media on behalf of clients
- Bprovide creative, media planning and buying and other non-advertising promotional services
27What are the correct services provided by an advertising agency?
- AAccount Management - Liaison between advertiser and agency.
Research and Planning - Knowledge of advertiser/products and target market.
Media Planning and Buying - Researching and analyzing media options, negotiating media buys.
Creative Concepts - copywriting, writing the message, art directing photos, drawings and layout, production of print, broadcasts and interaction. - Bshit
- AAccount Management - Liaison between advertiser and agency.
28What are the 3 different compensation models?
- AMedia Commission - agency keeps a % of the price charged to advertiser.
Fee - commission + fee, straight fee, retainer.
Markups - Agency marks up costs incurred to develop ads. - Byes
- AMedia Commission - agency keeps a % of the price charged to advertiser.
29what is the 3 parts of the advertising trifecta?
- A1) Company - hires agency to tell story 2) Agency - create the story then buy media through which the story reaches its target market 3) Media - media provides the communication venue in exchange for a fee
- Bholla
30what is the creative process?
- A1) align with marketing plan 2) set advertising objectives 3) determine advertising strategy 4) align creative strategies and media strategies
- Bshit
31what is the advertising objective?
- Astate specific desired end results based on one of three general goals: inform, persuade, remind
- Bprovides direction for media planners
32what is the big idea in advertising?
- Aa message using any combinations of copy (words) imagery (art) and other technical inputs which resonates with a target audience
- Bwhen you yell, BG IDE
33What is IMC?
- AIntegrated marketing communications - synergistic approach to marketing communications strategy, commitment to inclusiveness between firm and its various stakeholders (employees, customers, .suppliers buyers)
- BInternal microsoft cash
Información
- Descripción
- Advertising mid-term.
- Autor
- Carmen Huber
- Idioma
- English
- Visitas
- 2
- Valoración
- Aún sin valoraciones Valora este test