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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
An advertising message
 
A primary function of media is
To encourage socialization
 
Marketers have dramatically shifted their advertising spending to
digital media.
 
Marketers have begun using digital media to form relationships with
their customers.
 
The network of computers that is spread across the globe and uses a common set of rules for sharing information is called the ______.
internet
 
In contrast to a distributed network, when there is a failure of the hub in a centralized system
receivers are left without information.
 
In a centralized media network, TV stations and newspaper companies are examples of
hubs.
 
In contrast to traditional media, space on the Internet is
vast and relatively inexpensive.
 
The fastest-growing communication medium in history is the ______.
internet
 
Advertising in the media performs the role(s) of...
Connecting, Entertaining, Informing
 
The ______ determines how best to use media to convey the advertising message to the target consumers
Media Planner
 
Buying media space and time for the message is the job of the...
Media Buyer
 
Selling space and time to the advertiser is what the ______________ does
Media Seller
 
The ______ analyzes the relationship between consumers, media, and the brands that advertise to them in those media
Media Researcher
 
Various media platforms in which advertisers PAY include radio, internet, television, mobile, newspaper, and outdoor
True
 
Social media, such as Facebook and Twitter, are good examples of owned media
True
 
Media help fulfill two basic needs - they inform and they entertain
True
 
The terms media and medium mean the same thing to everyone
False
 
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
True
 
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.
protocols
 
Unlike a centralized network, a distributed network has
many different hubs and links.
 
Prior to the advent of the Internet, ______ networks were used to deliver media content.
centralized
 
Unlike on the Internet, time and space in traditional media are
very expensive.
 
The Internet is controlled by a single entity.
False
 
The internet's ______ are one of the greatest draws of the internet from a marketer's point of view.
demographics
 
What is a major challenge associated with measuring digital media audience activity?
The audience is fragmented, with people using a different devices,
sometimes simultaneously, to access a variety of content.
 
______ is a distributed network of content providers and users, communicating through a protocol known as HyperText Markup Language.
The web
 
Match each term on the left with its correct definition on the right.
cord-cutters                people who elect to end their cable subscription
cord-shavers               people who reduce their cable services
cord-nevers                 people who never had a cable subscription
 
The ability to track people's behavior on the Internet is known as
behavioral tracking
 
______ suggest that the reach of the Internet is much more diverse than ever.
Internet demographics
 
Which of the following is a major concern for regulators when it comes to collecting data about digital media use?
user privacy
 
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?
cord-cutters
 
Advocates of privacy on the Internet believe that behavioral targeting
is an invasion of consumer's lives.
 
True or false: Whenever a person makes use of the Internet, some computer may be tracing that person's actions.
True
 
A(n) ______ is defined by the Interactive Advertising Bureau as "an opportunity to deliver an advertising element to a Website visitor."
advertising impression
 
Advertisers buy specific __________ that bring up their advertisements when a user's search request contains these words.
keywords
 
Web pages and other media of a Website are hosted on a web ______.
server
 
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?
They used the term "have it your way" so you can customize your burger. Burger King also flame broiled their burgers. McDonald's didn't allow you to customize their burger and their burger was fried.
 
According to Marketing Warfare lecture, a __________ strategy is one that usually consists of small incremental attacks by using unconventional methods against a larger opposition
Guerrilla
 
Today, media can be thought of as three parts
Paid, Earned, Owned
 
What are the four P's of marketing?
Product, Place, Price, Promotion
 
The results achieved from asking a consumer what they know about a brand with no prompts of assistance is known as __________.
Unaided Awareness
 
What does ROI stand for?
Return On Investment
 
______ are small pieces of information that get stored by a user's Web browser to track information about the user.
cookies
 
The American Association of Advertising Agencies defines an ad ______ as advertising that is actually delivered to users' screens.
request
 
Which statement about digital media spending is true?
It is the fastest-growing marketing spending segment worldwide.
 
The Internet's strength in marketing lies in the ability to ______ an audience to a degree that cannot be done with traditional media.
target
 
A collection of Web pages, images, videos, or data assets that is usually accessible via the Internet is called a(n)
website
 
While a corporate site gives background information about an organization, producer, or service, a(n) ______ site primarily sells a product or service.
commerce
 
The American Association of Advertising Agencies defines an ad ______ as advertising that is actually delivered to users' screens.
request
 
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.
search
 
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
Focus group
 
According to the Young book Brand Media Strategy, which two contemporary digital companies have caused a seismic change in the media landscape?
Facebook and Google
 
Communication goals that the media planner builds from client expectations are known as KPI's. What does KPI stand for?
Key Performance Indicator
 
What is the basic difference between SEO and SEM and how a website gets prioritized by Google's search engine 'spiders?
SEO     Search engine optimization and is based on naturalized search
SEM     Search engine marketing and is based on paid placement
 
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.
Flanking
 
Advertising is a singular tactic focused on ______ as a part of a broader integrated marketing plan
Promotion
 
The two basic tasks of marketing communications are...
Message creation and message dissemination
 
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
IMC (Integrated Marketing Communications)
 
______ 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.
IMC
 
______ ensures that the customer receives a consistent, relevant, and powerful message
IMC
 
Unlike a commerce site, a corporate site gives information about the
background of an organization, product, or service.
 
Google uses an algorithm called ______ that analyzes the relationships and links of Websites to rank them.
Page rank
 
An advertiser uses a ______ as a supplement to the Website.
microsite
 
Listings that are paid for by advertisers on a Google search-results page are called _____________ links.
sponsored
 
The ranking of sponsored listings in Google's AdWords program is partly dependent on the ______ of an ad.
performance
 
For the majority of goods and services, advertisers would ideally promote them continually
True
 
There is no point in advertising something unless you have something to say
True
 
The 'halo' effect is easy to capture in statistical models
True
 
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
False
 
For many packaged goods manufacturers, frequency planning has become the norm
True
 
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
True
 
One of the biggest challenges with brand integration is?
Measurement
 
______________% of sponsorship spending goes towards sports-related events
70%
 
One of the best brands at effective ambush marketing is?
Nike
 
To successfully integrate a brand into existing content, the key consideration is...
Fit
 
The media rates for direct response TV (DRTV) can be up to ______________ compared to the cost of buying regular commercial time
75% lower
 
Which is considered the most important venue for word-of-mouth advertising?
Digital
 
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?
a search engine
 
Unlike AdWords, in AdSense, a(n) ______ of a site also gets revenue.
owner
 
In order to determine what sites are considered useful, Google analyzes
Website links.
 
On a Google search-results page, ______ are paid listings.
sponsored links
 
Text ads that attract lots of ___________ rise in the rankings of a Google search-results page.
clicks
 
Who said "I know only half of my advertising works. The problem is, I don't know which half"?
John Wanamaker
 
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.
Marketing is war
 
The best ___________ strategy is the courage to attack yourself. Strengthen your position by introducing new products and services that obsolete your existing ones.
Defensive
 
___________ enabled marketers to reach consumers the minute they are looking for a product or service
Adwords
 
The total group of persons in a specific geographic area (DMA), that are a common characteristic is known as the...
Universe
 
One opportunity for one individual to see an advertisement is known as an...
Impression
 
______________ is sometimes used in place of impression
Exposure
 
The total number of opportunities to see an advertisement, as provided by a campaign is known as...
Gross impressions
 
A count of persons with at least one impression is known as...
Reach (net reach)
 
(# persons reached / # persons in universe) x 100 = ?
Reach
 
The portion of a demographic universe that is exposed to a specific media vehicle expressed as a percentage of that universe is known as...
Rating
 
(# persons exposed to media / # persons in universe) x 100 = ?
Rating
 
The sum of all ratings in a campaign. It is the "gross" counterpart of "net rating"
Gross rating point (GRP)
 
(gross impressions / universe) x 100 = ?
GRP
 
______________ is the largest mass medium available to advertisers
Television
 
The four main types of TV are...
1. Network
2. Syndication
3. Spot (local)
4. Cable
 
Stations not affiliated with a network are considered [BLANK]
Independent
 
______________ are made up of hundreds of local affiliates that make up a national organization
Networks
 
An individual program or package of programs is sold to a station regardless of affiliation is know as [BLANK]
Syndication
 
______________ programs can air at different times in different markets and on different networks
Syndication
 
When an advertiser can pick and choose which programs and stations to use, it is known as...
Spot TV
 
Today, about ______________ of the total amount advertisers spend in TV goes to cable
1/3
 
______________ is the oldest electronic advertising medium
Radio
 
The main types of ______________ advertising are network (national) and spot (local)
Radio
 
Most radio advertising dollars go towards ______________ radio
Spot
 
How concentrated a magazines audience is for a particular group is known as...
Composition
 
How many times a magazine has met its guaranteed audience size is known as...
Rate base
 
Represents the percentage of the desired target audience that will reached by (exposed to) the out of home units in the buy
Out-of-home ration
 
Four paid elements of digital marketing are...
1. Display
2. Online videos
3. Search
4. Social
 
The ability to target users based on where they have been online is known as...
Behavioral targeting
 
One of the biggest areas of growth in digital display advertising is...
Programmatic advertising
 
______________ is when advertisers pay program producers to put their brands into the storylines or content of TV shows
Product placement
 
TV show example of product placement
Modern Family and Apply products
 
______________ is an extension of product placement
Brand integration
 
______________ is when a more holistic experience is created with the brand that involves the creation of unique content specifically for that brand
Brand integration
 
This brand used "point of dirt" advertising to deliver more relevant communications
Tide
 
Tide placed ads on the back of buses, playgrounds, train stations, ag exibits, and paper napkins in dinners which they called...
"Point of dirt" ads
 
Identifying the moments or places consumers will be more receptive to the messaging is called...
Receptivity planning
 
When a newspaper buy has been confirmed by both parties, an ______________ order is issued
Insertion
 
What are the 3 ways in which national TV is bought?
1. Long-term
2. Short-term (scatter)
3. Opportunistic
 
Many packaged goods advertisers still rely on syndication to reach the ______________ American
Average
 
What are the 3 key elements considered in an out-of-home buy?
1. Size
2. Location
3. Showing
 
While the extra costs remain, today's magazine buys require...
Negotiating
 
The time purchased during the TV upfront is usually ______________ quarters
3 to 4
 
Cable is bought either by ______________ or [BLANK]
Individual programs or daypart rotation
 
When you buy TV long-term you receive a guaranteed rating
True
 
With opportunistic buys, the rates are usually favorable to the buyer because the network wants to sell that time
True
 
Syndicated often overstate the ratings estimate
True
 
Printed media, including newspaper, are unable to add more pages with ads past their allocation
True
 
When is the first time to evaluate the impact of the media plan?
During the preplan analysis
 
What is the best way to evaluate a media plan?
Analyze ROI
 
What are the different ways to evaluate the effectiveness of a media plan?
1. Pre-plan analysis
2. Post-buy analysis
3. Custom consumer research
4. ROI analysis
 
Media plans get changes for which reasons?
Consumer response and product improvements
 
When should the media plan be evaluated?
Before it begins and after it ends
 
Advertisers will not make changes to any part of the marketing plan while the campaign is running
False
 
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
True
 
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
False
 
For broadcast media, post-buy analysis is usually more complicated because program schedules are far more prone to being changed
True
 
The media specialist should not evaluate the plan until after the client has seen it
False
 
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
True
 
Some buyers want to purchase [BLANK], or lots of media at the lowest price
Tonnage
 
Today, upfront buys account for 80% to 85% of all network primetime sales
True
 
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...
Beer
 
At larger agencies, making a magazine buy is accomplished through a [BLANK], which is a contract between the publication and the advertiser
Magazine authorization
 
How many times we wish to reach the audience with our message is known as...
Frequency
 
Cost of one rating point for each media vehicle against your target is known as...
Cost per point (CCP)
 
Number of copies distributed by a publication is known as...
Circulation
 
______________ refers to the portion of households in a market that are in the publication's delivery area
Coverage
 
Having your ad appear at the beginning and end of a commercial break is known as...
Bookending
 
When a schedule has fewer GRPs per week, spread across more weeks of the year, it is known as...
Frequency planning
 
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 ___________.
The long tail
 
___________ helps to uncover and reach potential tribe members out the long tail
Digital media strategy
 
What are the 7 steps in the consumer pathway in order?
1. Know (Awareness)
2. Feel (Engagement)
3. Think (Active consideration)
4. Shop (Purchase)
5. Use (Consumption)
6. Bond (Relationship building)
7. Recommend (Advocacy)
 
Know (Awareness) _________.
Drive awareness of basic benefits of a brand (solution to a need, want, or problem)
 
Feel (Engagement) ______________.
Descriptive info to drive association and show relevance to consumers values
 
Think (Active consideration) ___________.
Provide discriminating information to help the consumer choose between alternatives
 
The ______ is the most basic form of Web advertising.
ad banner
 
Shop (Purchase) ______
Push to action. Close the deal. Ensure that once the consumer has chosen, they are not switched.
 
Use (Consumption) ______
Ensure that consumer expectation is met. Help consumer maximize the experience.
 
Bond (Relationship building) ______
Demonstrate an understanding of "emotional contract" with consumer
 
Recommend (Advocacy) ______.
Provide information and excuses for the consumer to advocate the brand
 
The ______ is important because it is a tool to help evaluate and make decisions about brand media strategies
The consumer pathway
 
______ media includes radio, TV, internet, magazines, mobile, newspapers, and outdoor advertising
Paid
 
______ includes segments of the media where brands own the content
Owned
 
______ media is mainly social media, where advertisers try to earn the trust and attention of the consumer
Earned
 
Strictly speaking, a ______________ may be defined as a means by which something is accomplished, conveyed, or transferred
Medium
 
The easiest way to find out the degree to which consumers are aware of your brand is through...
Surveys
 
Which group has primary responsibility for setting the standards for internet and other digital ad formats?
the Interactive Advertising Bureau
 
For a company to benefit from search-based ad programs, they must have Websites that convert their
visitors into customers.
 
______ allows the inclusion of graphics, video, and audio in an e-mail advertising message.
Rich mail
 
A(n) _________________ ad is a ad that appears along the top or bottom of a web page.
banner
 
______ has helped to enhance advertising through the use of animations, audio, and overlying video elements.
Rich-media advertising
 
In exchange for sponsorship of a web page, companies are typically given ______.
extensive recognition on the page
 
The ads on ______ are similar in style to newspapers' classified ads but also allow people to expand their search nationwide.
Craigslist
 
When a user opens a ______, the e-mail program calls up a web page that displays in the e-mail window.
rich e-mail
 
The development of ______ has increased the power of direct mail while reducing its cost is dramatically.
the Internet
 
______ 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.
Classified ad Websites
 
The most effective means for generating leads and for closing a sale is
direct mail advertising
 
When a user opens a ______, the e-mail program calls up a web page that displays in the e-mail window.
rich e-mail
 
Electronic junk mail is called
spam
 
______ is the most democratic form of media because is available to all to do or say what they wish.
The Internet
 
Digital video recorders are part of
interactive TV.
 
______ is a form of advertising in which an advertiser might pay for all the advertising on a Website dedicated to a single event.
Sponsorship of web pages
 
One of the drawbacks of the Internet is that it
may never offer mass media efficiency.
 
_______________TV allows viewers to interact with content on the television screen.
interactive
 
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 ____________
deck
 
An in-depth technique for understanding consumers in the marketing world is...
Ethnographies
 
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?
Media specialist
 
What are the four factors associated with sales trends?
Economic, social, political, cultural
 
The primary goal of marketing is to increase consumer happiness and market share
False
 
Almost any decision you make concerning media will have an impact on something else in the marketing mix
True
 
A brand can only be in one product category
False
 
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
True
 
When doing an historical analysis of a brand, there is no need to look at competitors
False
 
One of the most important preplanning considerations for the media specialist is what is happening in your product category
True
 
The percentage of total category sales that your brand receives is..
Market share
 
What does CDI stand for?
Category Development Index
 
______________ looks at product category sales in each potential region or market
CDI
 
What does BDI stand for?
Brand Development Index
 
______________ tells how a brand stacks up in comparison to other brands in the product category
BDI
 
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...
Reach
 
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.
Receptivity planning
 
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...
Wearout
 
Dropping ______________ enables advertisers to trace the path consumers take as they browse the internet, serving them ads for products they have previously viewed
Cookies
 
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?
Cost Per Thousand
 
According to recent research presented in class, what % of text messages are opened?
98%
 
What planning strategy do media strategists use to ensure that all communications across multiple channels are message appropriate to the target audience, and strategic?
Central Communication Platform (CCP)
 
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
Media plan
 
Frequency planning calls for ______________ GRPs a week, spread across more weeks
Fewer
 
When presenting your complete plan, remember to...
Be visual, be brief, remember the consumer
 
Two television scheduling tactics that are occasionally used among major advertisers are...
Double spotting and roadblocking
 
Most important two factors to consider in scheduling ads are...
Media objectives and sales patterns
 
Two good times to do market testing...
When deciding to change your market and media strategy and when making changes in media weight
 
The notion of community is paramount to the explosive growth of what form of earned media...
Social networks
 
The biggest shift in social network usage in the recent years has been from desktop to...
Mobile
 
About ______________ of the time people spend with apps on their mobile device is on social networks
1/4
 
The benefits of word-of-mouth advertising are...
Consumer-driven communications
Minimal cost
 
The drawbacks of social media for advertisers are...
Questionable ad effectiveness
Lack of room for creativity
 
The drawbacks of word-of-mouth advertising are...
Lack of control
Weak measurability
 
Name two great things about radio advertising and briefly explain why for each
Local appeal - Easy way to target certain geographic regions
Targeted audiences - Ads placed on specific stations
 
What does DMA stand for?
Designated Market Area
 
The __________ data are essential for any marketer, researcher, or organization seeking to utilize standardized geographic areas within their business
DMA