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As advertising media professionals, we are interested in looking at the media as a means of conveying a specific kind of information ___________ about a product or service to consumers
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A primary function of media is
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Marketers have dramatically shifted their advertising spending to
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Marketers have begun using digital media to form relationships with
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The network of computers that is spread across the globe and uses a common set of rules for sharing information is called the ______.
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In contrast to a distributed network, when there is a failure of the hub in a centralized system
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In a centralized media network, TV stations and newspaper companies are examples of
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In contrast to traditional media, space on the Internet is
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The fastest-growing communication medium in history is the ______.
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Advertising in the media performs the role(s) of...
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The ______ determines how best to use media to convey the advertising message to the target consumers
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Buying media space and time for the message is the job of the...
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Selling space and time to the advertiser is what the ______________ does
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The ______ analyzes the relationship between consumers, media, and the brands that advertise to them in those media
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Various media platforms in which advertisers PAY include radio, internet, television, mobile, newspaper, and outdoor
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Social media, such as Facebook and Twitter, are good examples of owned media
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Media help fulfill two basic needs - they inform and they entertain
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The terms media and medium mean the same thing to everyone
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The goal of integrated media efforts is to surround the target audience with a holistic campaign that presents them with the same message about the brand in various creative ways
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Computers that are a part of the Internet communicate with each other through the use of ___________________ , which are common rules that guide the transfer and exchange of information.
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Unlike a centralized network, a distributed network has
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Prior to the advent of the Internet, ______ networks were used to deliver media content.
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Unlike on the Internet, time and space in traditional media are
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The Internet is controlled by a single entity.
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The internet's ______ are one of the greatest draws of the internet from a marketer's point of view.
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What is a major challenge associated with measuring digital media audience activity?
The audience is fragmented, with people using a different devices,
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______ is a distributed network of content providers and users, communicating through a protocol known as HyperText Markup Language.
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Match each term on the left with its correct definition on the right.
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The ability to track people's behavior on the Internet is known as
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______ suggest that the reach of the Internet is much more diverse than ever.
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Which of the following is a major concern for regulators when it comes to collecting data about digital media use?
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Sanjay, a longtime cable subscriber, has decided to get rid of his cable altogether and instead sign up for Netflix and Amazon Prime accounts. Which group does Sanjay belong to?
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Advocates of privacy on the Internet believe that behavioral targeting
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True or false: Whenever a person makes use of the Internet, some computer may be tracing that person's actions.
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A(n) ______ is defined by the Interactive Advertising Bureau as "an opportunity to deliver an advertising element to a Website visitor."
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Advertisers buy specific __________ that bring up their advertisements when a user's search request contains these words.
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Web pages and other media of a Website are hosted on a web ______.
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In the fast food industry, Ries and Trout use the "burger war" to illustrate a flanking attack. McDonald's was the leader, and Burger King tried offensive maneuvers. What did Burger King do to flank McDonald's?
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According to Marketing Warfare lecture, a __________ strategy is one that usually consists of small incremental attacks by using unconventional methods against a larger opposition
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Today, media can be thought of as three parts
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What are the four P's of marketing?
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The results achieved from asking a consumer what they know about a brand with no prompts of assistance is known as __________.
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What does ROI stand for?
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______ are small pieces of information that get stored by a user's Web browser to track information about the user.
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The American Association of Advertising Agencies defines an ad ______ as advertising that is actually delivered to users' screens.
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Which statement about digital media spending is true?
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The Internet's strength in marketing lies in the ability to ______ an audience to a degree that cannot be done with traditional media.
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A collection of Web pages, images, videos, or data assets that is usually accessible via the Internet is called a(n)
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While a corporate site gives background information about an organization, producer, or service, a(n) ______ site primarily sells a product or service.
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The American Association of Advertising Agencies defines an ad ______ as advertising that is actually delivered to users' screens.
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Websites that allow people to type a word or a phrase into a text box and then quickly receive a listing of information are called ___________ engines.
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A group of 5-10 people who are interviewed together by a moderator to further understand their beliefs, attitudes, or feelings toward a given brand or product category is known as a ______ ______ group
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According to the Young book Brand Media Strategy, which two contemporary digital companies have caused a seismic change in the media landscape?
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Communication goals that the media planner builds from client expectations are known as KPI's. What does KPI stand for?
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What is the basic difference between SEO and SEM and how a website gets prioritized by Google's search engine 'spiders?
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An example of a ______________ attack is launching a product that is positioned differently from those of the larger firms because they are too small to sustain an offensive attack on a larger firm. This firm wants to avoid direct competition.
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Advertising is a singular tactic focused on ______ as a part of a broader integrated marketing plan
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The two basic tasks of marketing communications are...
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The planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to the person and consistent over time is known as
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______ attempts to unify all pieces of marketing communications, including, advertising, public relations, direct marketing, social media, and sales promotion. It is designed to create messaging that is consistent across all channels.
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______ ensures that the customer receives a consistent, relevant, and powerful message
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Unlike a commerce site, a corporate site gives information about the
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Google uses an algorithm called ______ that analyzes the relationships and links of Websites to rank them.
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An advertiser uses a ______ as a supplement to the Website.
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Listings that are paid for by advertisers on a Google search-results page are called _____________ links.
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The ranking of sponsored listings in Google's AdWords program is partly dependent on the ______ of an ad.
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For the majority of goods and services, advertisers would ideally promote them continually
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There is no point in advertising something unless you have something to say
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The 'halo' effect is easy to capture in statistical models
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If you want to reach as many different people as possible in your target audience, then you want to focus all your media budget on one vehicle
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For many packaged goods manufacturers, frequency planning has become the norm
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Is it your job as the media specialist to prove to the client how much more effective the media plan could be if there were more dollars available
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One of the biggest challenges with brand integration is?
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______________% of sponsorship spending goes towards sports-related events
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One of the best brands at effective ambush marketing is?
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To successfully integrate a brand into existing content, the key consideration is...
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The media rates for direct response TV (DRTV) can be up to ______________ compared to the cost of buying regular commercial time
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Which is considered the most important venue for word-of-mouth advertising?
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Which of the following is designed to bring up a listing of information based on words typed in a text box on a web page?
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Unlike AdWords, in AdSense, a(n) ______ of a site also gets revenue.
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In order to determine what sites are considered useful, Google analyzes
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On a Google search-results page, ______ are paid listings.
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Text ads that attract lots of ___________ rise in the rankings of a Google search-results page.
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Who said "I know only half of my advertising works. The problem is, I don't know which half"?
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According to Ries and Trout, Marketing is ______________ and the marketing concept's customer-oriented philosophy is inadequate. Rather, firms would do better by becoming competitor-oriented.
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The best ___________ strategy is the courage to attack yourself. Strengthen your position by introducing new products and services that obsolete your existing ones.
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___________ enabled marketers to reach consumers the minute they are looking for a product or service
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The total group of persons in a specific geographic area (DMA), that are a common characteristic is known as the...
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One opportunity for one individual to see an advertisement is known as an...
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______________ is sometimes used in place of impression
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The total number of opportunities to see an advertisement, as provided by a campaign is known as...
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A count of persons with at least one impression is known as...
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(# persons reached / # persons in universe) x 100 = ?
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The portion of a demographic universe that is exposed to a specific media vehicle expressed as a percentage of that universe is known as...
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(# persons exposed to media / # persons in universe) x 100 = ?
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The sum of all ratings in a campaign. It is the "gross" counterpart of "net rating"
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(gross impressions / universe) x 100 = ?
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______________ is the largest mass medium available to advertisers
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The four main types of TV are...
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Stations not affiliated with a network are considered [BLANK]
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______________ are made up of hundreds of local affiliates that make up a national organization
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An individual program or package of programs is sold to a station regardless of affiliation is know as [BLANK]
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______________ programs can air at different times in different markets and on different networks
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When an advertiser can pick and choose which programs and stations to use, it is known as...
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Today, about ______________ of the total amount advertisers spend in TV goes to cable
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______________ is the oldest electronic advertising medium
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The main types of ______________ advertising are network (national) and spot (local)
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Most radio advertising dollars go towards ______________ radio
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How concentrated a magazines audience is for a particular group is known as...
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How many times a magazine has met its guaranteed audience size is known as...
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Represents the percentage of the desired target audience that will reached by (exposed to) the out of home units in the buy
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Four paid elements of digital marketing are...
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The ability to target users based on where they have been online is known as...
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One of the biggest areas of growth in digital display advertising is...
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______________ is when advertisers pay program producers to put their brands into the storylines or content of TV shows
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TV show example of product placement
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______________ is an extension of product placement
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______________ is when a more holistic experience is created with the brand that involves the creation of unique content specifically for that brand
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This brand used "point of dirt" advertising to deliver more relevant communications
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Tide placed ads on the back of buses, playgrounds, train stations, ag exibits, and paper napkins in dinners which they called...
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Identifying the moments or places consumers will be more receptive to the messaging is called...
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When a newspaper buy has been confirmed by both parties, an ______________ order is issued
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What are the 3 ways in which national TV is bought?
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Many packaged goods advertisers still rely on syndication to reach the ______________ American
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What are the 3 key elements considered in an out-of-home buy?
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While the extra costs remain, today's magazine buys require...
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The time purchased during the TV upfront is usually ______________ quarters
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Cable is bought either by ______________ or [BLANK]
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When you buy TV long-term you receive a guaranteed rating
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With opportunistic buys, the rates are usually favorable to the buyer because the network wants to sell that time
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Syndicated often overstate the ratings estimate
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Printed media, including newspaper, are unable to add more pages with ads past their allocation
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When is the first time to evaluate the impact of the media plan?
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What is the best way to evaluate a media plan?
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What are the different ways to evaluate the effectiveness of a media plan?
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Media plans get changes for which reasons?
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When should the media plan be evaluated?
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Advertisers will not make changes to any part of the marketing plan while the campaign is running
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It is up to the media specialist to make sure that if, for some reason, an ad did not run as scheduled or was not positioned in the agreed-upon place, that some form of compensation is given that is either monetary or in time or space
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Once the plan is running, the media specialist does not need to check whether the ads ran as scheduled, or how well the plan actually delivered
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For broadcast media, post-buy analysis is usually more complicated because program schedules are far more prone to being changed
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The media specialist should not evaluate the plan until after the client has seen it
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In both TV and radio buys, the term 'run-of-schedule' means that the station airing the ad for a client has complete control over when a consumer's ad will run
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Some buyers want to purchase [BLANK], or lots of media at the lowest price
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Today, upfront buys account for 80% to 85% of all network primetime sales
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According to the Young book and our lecture, daily temperature data taken from the Weather channel's website was used to help the Chicago Cubs sell more...
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At larger agencies, making a magazine buy is accomplished through a [BLANK], which is a contract between the publication and the advertiser
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How many times we wish to reach the audience with our message is known as...
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Cost of one rating point for each media vehicle against your target is known as...
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Number of copies distributed by a publication is known as...
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______________ refers to the portion of households in a market that are in the publication's delivery area
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Having your ad appear at the beginning and end of a commercial break is known as...
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When a schedule has fewer GRPs per week, spread across more weeks of the year, it is known as...
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Products that are low demand or have low sales volume can collectively make up a market share that rivals or exceeds the relatively few current best sellers and Blockbusters if the store or distribution channel is large enough. This is known as ___________.
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___________ helps to uncover and reach potential tribe members out the long tail
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What are the 7 steps in the consumer pathway in order?
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Know (Awareness) _________.
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Feel (Engagement) ______________.
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Think (Active consideration) ___________.
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The ______ is the most basic form of Web advertising.
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Shop (Purchase) ______
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Use (Consumption) ______
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Bond (Relationship building) ______
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Recommend (Advocacy) ______.
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The ______ is important because it is a tool to help evaluate and make decisions about brand media strategies
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______ media includes radio, TV, internet, magazines, mobile, newspapers, and outdoor advertising
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______ includes segments of the media where brands own the content
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______ media is mainly social media, where advertisers try to earn the trust and attention of the consumer
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Strictly speaking, a ______________ may be defined as a means by which something is accomplished, conveyed, or transferred
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The easiest way to find out the degree to which consumers are aware of your brand is through...
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Which group has primary responsibility for setting the standards for internet and other digital ad formats?
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For a company to benefit from search-based ad programs, they must have Websites that convert their
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______ allows the inclusion of graphics, video, and audio in an e-mail advertising message.
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A(n) _________________ ad is a ad that appears along the top or bottom of a web page.
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______ has helped to enhance advertising through the use of animations, audio, and overlying video elements.
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In exchange for sponsorship of a web page, companies are typically given ______.
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The ads on ______ are similar in style to newspapers' classified ads but also allow people to expand their search nationwide.
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When a user opens a ______, the e-mail program calls up a web page that displays in the e-mail window.
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The development of ______ has increased the power of direct mail while reducing its cost is dramatically.
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______ offer free advertising opportunities because they are often supported by ad banners of other advertisers.______ offer free advertising opportunities because they are often supported by ad banners of other advertisers.
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The most effective means for generating leads and for closing a sale is
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When a user opens a ______, the e-mail program calls up a web page that displays in the e-mail window.
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Electronic junk mail is called
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______ is the most democratic form of media because is available to all to do or say what they wish.
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Digital video recorders are part of
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______ is a form of advertising in which an advertiser might pay for all the advertising on a Website dedicated to a single event.
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One of the drawbacks of the Internet is that it
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_______________TV allows viewers to interact with content on the television screen.
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The content and experience that the carrier made available to their users when they loaded a Web browser on their phones is referred to as the ____________
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An in-depth technique for understanding consumers in the marketing world is...
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Some basic questions a ______________ might ask during the planning process include: How long has this brand been available? How successful has it been throughout its history? How has it been positioned in the past?
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What are the four factors associated with sales trends?
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The primary goal of marketing is to increase consumer happiness and market share
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Almost any decision you make concerning media will have an impact on something else in the marketing mix
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A brand can only be in one product category
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What we need to know as marketers and media specialists is how consumers decide which brands and products to buy, as well as the process they go through when purchasing
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When doing an historical analysis of a brand, there is no need to look at competitors
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One of the most important preplanning considerations for the media specialist is what is happening in your product category
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The percentage of total category sales that your brand receives is..
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What does CDI stand for?
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______________ looks at product category sales in each potential region or market
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What does BDI stand for?
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______________ tells how a brand stacks up in comparison to other brands in the product category
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The total number or percentage of people in the target audience who will be exposed to the medium where the message appears is known as...
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Ad executives at TIDE changed their advertising strategy to focus on 'Point of Dirt' targeting relevant locations with tailored messages, which led to a 9% increase in sales of Tide detergent products.
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An advertising schedule with too many ads within a short timeframe causing an audience to ignore or tune out the message because they are tired of seeing them is known as...
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Dropping ______________ enables advertisers to trace the path consumers take as they browse the internet, serving them ads for products they have previously viewed
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The standard cost measurement used by media planners to compare the overall effectiveness of various media to reach 1,000 of your target audience is known as CPM - What does CPM stand for?
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According to recent research presented in class, what % of text messages are opened?
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What planning strategy do media strategists use to ensure that all communications across multiple channels are message appropriate to the target audience, and strategic?
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A sound ______________ includes sound advertising and media objectives, who it is we wish to reach with our message, a clear idea of what different paid, earned, and owned media can offer
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Frequency planning calls for ______________ GRPs a week, spread across more weeks
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When presenting your complete plan, remember to...
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Two television scheduling tactics that are occasionally used among major advertisers are...
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Most important two factors to consider in scheduling ads are...
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Two good times to do market testing...
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The notion of community is paramount to the explosive growth of what form of earned media...
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The biggest shift in social network usage in the recent years has been from desktop to...
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About ______________ of the time people spend with apps on their mobile device is on social networks
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The benefits of word-of-mouth advertising are...
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The drawbacks of social media for advertisers are...
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The drawbacks of word-of-mouth advertising are...
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Name two great things about radio advertising and briefly explain why for each
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What does DMA stand for?
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The __________ data are essential for any marketer, researcher, or organization seeking to utilize standardized geographic areas within their business
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