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Questions and Answers
Questions and Answers
Which of the following is NOT a typical responsibility of a print media buyer?
Which of the following is NOT a typical responsibility of a print media buyer?
- Overseeing the creative design of print advertisements. (correct)
- Integrating print media into a comprehensive media strategy.
- Negotiating and contracting with media outlets.
- Understanding print media and related technologies.
Which magazine advertising option involves printing an ad on high-quality paper stock and shipping it to the publisher for insertion?
Which magazine advertising option involves printing an ad on high-quality paper stock and shipping it to the publisher for insertion?
- Inserts (correct)
- Gatefolds
- Cover positions
- Bleeds
An advertiser wants their magazine ad to have a dramatic impact by extending the ad's background to the very edge of the page. Which option should they choose?
An advertiser wants their magazine ad to have a dramatic impact by extending the ad's background to the very edge of the page. Which option should they choose?
- Bleeds (correct)
- Gatefolds
- Island Halves
- Junior Unit
What is the primary difference between vertical and horizontal publications?
What is the primary difference between vertical and horizontal publications?
An advertiser is concerned about a magazine's readership. Which metric should they focus on to understand how many people read a single issue, beyond the initial purchaser?
An advertiser is concerned about a magazine's readership. Which metric should they focus on to understand how many people read a single issue, beyond the initial purchaser?
Which of the following is the correct formula for calculating Cost Per Thousand (CPM) in magazine advertising?
Which of the following is the correct formula for calculating Cost Per Thousand (CPM) in magazine advertising?
Which of the following factors would most likely increase the premium rate for a magazine advertisement?
Which of the following factors would most likely increase the premium rate for a magazine advertisement?
Which newspaper category is characterized by a focus on local news and advertising, serving small urban, suburban, and rural areas?
Which newspaper category is characterized by a focus on local news and advertising, serving small urban, suburban, and rural areas?
What does 'Run of Paper' (ROP) advertising rate in newspapers typically entail?
What does 'Run of Paper' (ROP) advertising rate in newspapers typically entail?
Which of the following is a significant disadvantage of newspaper advertising compared to magazine advertising?
Which of the following is a significant disadvantage of newspaper advertising compared to magazine advertising?
What trend in television viewing has led to increased targeting of niche audiences through cable TV?
What trend in television viewing has led to increased targeting of niche audiences through cable TV?
An advertiser wants to associate their brand with a popular TV show and maximize reach, without the high costs of network advertising. Which option offers them the best opportunity?
An advertiser wants to associate their brand with a popular TV show and maximize reach, without the high costs of network advertising. Which option offers them the best opportunity?
Which type of television advertising involves purchasing commercial time directly from local stations?
Which type of television advertising involves purchasing commercial time directly from local stations?
What is a 'Designated Market Area' (DMA) used for in television advertising?
What is a 'Designated Market Area' (DMA) used for in television advertising?
Which daypart generally commands the highest advertising rates due to its high viewership?
Which daypart generally commands the highest advertising rates due to its high viewership?
An advertiser wants to understand the total reach of their TV advertising schedule. Which metric should they use?
An advertiser wants to understand the total reach of their TV advertising schedule. Which metric should they use?
Which of the following represents the correct formula for calculating Gross Rating Points (GRPs)?
Which of the following represents the correct formula for calculating Gross Rating Points (GRPs)?
What is a 'preemption rate' in the context of TV advertising?
What is a 'preemption rate' in the context of TV advertising?
Which of the following is a major disadvantage of broadcast TV advertising for small and medium-sized businesses?
Which of the following is a major disadvantage of broadcast TV advertising for small and medium-sized businesses?
How does cable TV offer improved selectivity compared to broadcast TV?
How does cable TV offer improved selectivity compared to broadcast TV?
National advertisers want flexibility when using which type of radio advertising, in terms of markets, stations, airtime, and ad copy.
National advertisers want flexibility when using which type of radio advertising, in terms of markets, stations, airtime, and ad copy.
An advertiser wants to ensure their radio ads run during a variety of dayparts. Which option is most suitable?
An advertiser wants to ensure their radio ads run during a variety of dayparts. Which option is most suitable?
What is a major limitation of radio advertising regarding creative options?
What is a major limitation of radio advertising regarding creative options?
Which factor has significantly increased mobile internet usage, creating new opportunities for advertisers?
Which factor has significantly increased mobile internet usage, creating new opportunities for advertisers?
Which pricing method for internet advertising is based on the number of times an ad is displayed?
Which pricing method for internet advertising is based on the number of times an ad is displayed?
What is the primary purpose of a landing page in online advertising?
What is the primary purpose of a landing page in online advertising?
What is the name of the Google algorithm that analyzes links between websites to determine the authority and usefulness of a site?
What is the name of the Google algorithm that analyzes links between websites to determine the authority and usefulness of a site?
In the context of Google AdWords, what does 'pay-per-click' mean?
In the context of Google AdWords, what does 'pay-per-click' mean?
Which type of internet advertising involves small versions of banners that often look like an icon and link to an advertiser's landing page?
Which type of internet advertising involves small versions of banners that often look like an icon and link to an advertiser's landing page?
What is a primary concern regarding the internet as an advertising medium?
What is a primary concern regarding the internet as an advertising medium?
What has been the most common form of mobile advertising?
What has been the most common form of mobile advertising?
What is the basic unit of sale for billboards or posters, representing the percentage of a market's population exposed to the ad daily?
What is the basic unit of sale for billboards or posters, representing the percentage of a market's population exposed to the ad daily?
Which type of transit advertising involves ads placed on bus shelters and the backs of bus-stop seats?
Which type of transit advertising involves ads placed on bus shelters and the backs of bus-stop seats?
What is a 'full showing' in transit advertising?
What is a 'full showing' in transit advertising?
What is often a big attraction of social media for advertisers?
What is often a big attraction of social media for advertisers?
What is UGC (User Generated Content)?
What is UGC (User Generated Content)?
Which of the following forms of paid social media advertising is best suited for showcasing multiple products with individual images and links in a single ad?
Which of the following forms of paid social media advertising is best suited for showcasing multiple products with individual images and links in a single ad?
What is the primary goal of direct-response advertising?
What is the primary goal of direct-response advertising?
What is the term for advertisements enclosed within monthly customer statements?
What is the term for advertisements enclosed within monthly customer statements?
What is the primary purpose of push strategies in sales promotion?
What is the primary purpose of push strategies in sales promotion?
What is 'ambush marketing'?
What is 'ambush marketing'?
Which type of corporate advertising is specifically designed to attract new employees?
Which type of corporate advertising is specifically designed to attract new employees?
Questions and Answers
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Flashcards
Flashcards
Media Buyer
Media Buyer
The person who negotiates and contracts with media outlets for advertising placements, specializing in a specific medium.
Bleeds
Bleeds
When an ad's background color extends to the edge of the page.
Cover Positions
Cover Positions
Highly visible ad placements on the front, inside front, or back covers of a magazine.
Inserts
Inserts
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Gatefolds
Gatefolds
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Junior Unit
Junior Unit
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Island Halves
Island Halves
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Custom Magazines
Custom Magazines
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Rate Base
Rate Base
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Guaranteed Circulation
Guaranteed Circulation
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Circulation Audit
Circulation Audit
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Primary Circulation
Primary Circulation
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Secondary Readership
Secondary Readership
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Vertical Publications
Vertical Publications
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Horizontal Publications
Horizontal Publications
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Cover Date
Cover Date
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On Sale Date
On Sale Date
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Closing Date
Closing Date
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Cost Per Thousand (CPM)
Cost Per Thousand (CPM)
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Frequency Discounts
Frequency Discounts
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Volume Discounts
Volume Discounts
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Premium Rates
Premium Rates
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Run of Paper (ROP)
Run of Paper (ROP)
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Preferred Position Rate
Preferred Position Rate
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Program Rating
Program Rating
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Audience Share
Audience Share
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Gross Rating Points (GRPs)
Gross Rating Points (GRPs)
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Avails
Avails
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Preemption Rate
Preemption Rate
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Makegoods
Makegoods
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Affidavit of Performance
Affidavit of Performance
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Run of Station (ROS)
Run of Station (ROS)
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Total Audience Plan (TAP)
Total Audience Plan (TAP)
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User Generated Content (UGC)
User Generated Content (UGC)
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Direct-Response Advertising
Direct-Response Advertising
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Sales Promotion
Sales Promotion
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B to B/B2B Sales promotion
B to B/B2B Sales promotion
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B to C/ B2C Sales promotion
B to C/ B2C Sales promotion
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Push Strategies
Push Strategies
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Pull Strategies
Pull Strategies
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Ambush Marketing
Ambush Marketing
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Study Notes
Study Notes
The Role of the Print Media Buyer
- Print media buyers negotiate and contract with media, specializing in magazines and newspapers.
- Print media buyers must know magazine and newspaper categorizations and advertising possibilities.
- Understanding the impact of new technologies on print media is essential.
- Print media buyers creatively integrates print media into the mix.
Special Possibilities with Magazines
- Bleeds: Dark or colored backgrounds extending to the page's edge offer greater flexibility, larger printing area, and dramatic impact.
- Cover Positions: Highly desirable for consistent advertisers.
- Inserts: High-quality promotional materials inserted into magazines.
- Gatefolds: Wide inserts that fold into the center and swing out when the magazine is opened.
- Junior Unit: A 60% page ad surrounded by editorial content.
- Island Halves: Half-page ad that dominates the page, often worth the extra cost.
- Custom Magazines: Magazine-length ads produced by traditional magazine publishers.
Buying Magazine Space
- Readership, cost, mechanical requirements, and ad closing dates affect media buying decisions.
- Circulation and rate-card information are essential for effective buying.
- Magazine rates are based on circulation.
- Volume and frequency offer discounts, while color, bleeds, covers, and special editions add premiums.
Guaranteed vs Delivered Circulation
- Rate Base: Circulation figure used for setting advertising rates.
- Guaranteed Circulation: Number of copies a publisher expects to circulate.
- Circulation Audit: Analysis of circulation procedures by companies like ABC.
- Primary Circulation: Number of people who buy the publication.
- Secondary Readership: Estimate of how many people read a single issue.
Vertical & Horizontal Publications
- Vertical Publications: Cover a specific industry comprehensively (e.g., Restaurants & Institutions).
- Horizontal Publications: Cover a particular job function across various industries.
Subscription and Vendor Sales
- Subscriptions make up most sales.
- Newsstands represent 34% of revenues for major magazines.
Paid and Controlled
- Paid Basis: Recipient pays the subscription price.
- Controlled Circulation: Free magazines mailed to individuals who can influence purchases.
Merchandising Services: Added Value
- Special promotions and marketing support enhance advertising value.
- Services include response cards, sales force assistance, and research.
Reading Card Rates
- Cover Date: Date printed on the cover.
- On-Sale Date: Date the magazine is issued.
- Closing Date: Date ad material must be submitted.
- CPM = Page Rate / (Circulation / 1,000)
Discounts
- Frequency Discounts: Based on the number of ad insertions.
- Volume Discounts: Based on the total space bought.
- Premium Rates: Extra charges for special features like color.
- Geographic Editions: Target specific geographic markets.
- Demographic Editions: Reach readers with shared traits.
How Newspapers are Categorized
- Categorized by Frequency of Delivery, Physical Size and Type of Audience
Frequency of Delivery
- Morning papers have a broader reach and male readership, while evening papers appeal to women.
- Weekly newspapers focus on local news and ads, growing rapidly.
- Weekly papers have a higher cost per thousand readers, more readers per copy, and a longer shelf life.
Physical Size
- Standard size: 22" deep, 13" wide.
- Tabloid size: 14" deep, 11" wide.
- Standard Advertising Units (SAU): Standardized column width and ad sizes introduced in 1984.
Type of Audience
- Special-Interest Newspapers: Target specific audiences with tailored ads.
- Ethnic Market Focus: Serve diverse communities in multiple languages.
- Business & Financial Newspapers: Focus on business and financial news (e.g., The Wall Street Journal).
- Specialized papers serve organizations, unions, and communities.
Run of Paper versus Preferred Position
- Run of Paper (ROP): Newspaper places ad on any page.
- Preferred Position Rate: Higher rate for ads in specific, high-attention spots.
The Pros and Cons of Magazine Advertising
- Magazines offer design flexibility, prestige, authority, and long shelf life.
- Magazines' color, authority, permanence, and audience selectivity are advantages.
- Magazines have high costs, long lead times, and low frequency.
The Pros and Cons of Newspaper Advertising
- Newspapers: mass reach, local focus, comprehensive content, geographic selectivity, and timeliness.
- Newspapers: lack audience selectivity, short life, poor production quality and clutter.
The Use of Video in IMC
- TV targets niche audiences through cable narrowcasting.
- TV delivers awareness and brand reinforcement to large audiences.
- TV engages customers, employees, and investors to shape brand meaning.
- TV offers low-cost mass exposure for targeted media follow-up.
- High visibility forces brands to create engaging ads, boosting their strategic position.
Types of Video Advertising
- Network Advertising
- Spot Announcements
- Syndication
- Direct-Response Television
- Local TV Advertising
Network Advertising
- Broadcast networks reach mass audiences; cable targets niches.
- Advertisers can sponsor or co-sponsor programs for prestige and cost reduction.
- Network advertising is expensive , leading to shorter spots and shared segments.
Spot Announcements
- Run in clusters between programs.
- Spot ads are cheaper and more flexible than network ads.
- Spot advertising involves direct contact with individual station.
Syndication
- Sells programs directly to stations.
- Off-network syndication: Reruns of popular shows.
- First-run syndication: Original shows like Oprah.
- Barter syndication: Reduced price with ad space sold nationally.
Direct-Response Television
- Infomercials are now used by major brands.
- Direct Response TV (DRTV) includes shorter ads, creating a $5 billion market for TV-based sales.
Local TV Advertising
- Local stations sell spot announcements, some develop local programs or buy syndicated series rights.
Defining TV Markets
- Designated Market Areas (DMAs) are geographic areas where local TV stations attract the most viewers.
Dayparts
- Advertisers choose when to air commercials.
- Program ratings depend on time.
- Prime Time: 8-11 p.m. Eastern; 7-10 p.m. Central.
- Late Fringe: High viewership among adults.
- Daytime and Early Fringe: Heavily viewed by women.
Audience Measures
- TV Households (TVHH): Number of households with TV sets in a market.
- Households Using TV (HUT): Percentage of homes with TVs turned on.
- Program Rating: Percentage of TV households tuned in to a specific program. (Rating = TVHH tuned to specific program divided by total TVHH in area)
- Audience Share: Percentage of homes with sets in use tuned to a specific program (Share= TVHH tuned to program divided by Total TVHH in area using TV)
Gross Rating Points
- GRPs (Gross Rating Points): Total rating points a media schedule achieves over a period.
- GRP= Reach (avc.rating) x Frequency
- GRPs do not reflect market size.
Buying Video Time
- CPP (Cost per Point):Cost divided by Rating
- CPM (Cost per Thousand): Cost divided by thousands of people
- Efficiency and cost savings are better with Ad Agencies/Buying Services
- Local Advertisers rely on station reps for buying advice
- A buyer gives details on media objectives to the rep, they supply a list of avails
Negotiating Prices and Contracts
- Use package deals, run-of-schedule positioning, or preemption rates to negotiate lower rates.
- Preemption Rate is lower because the advertiser is bumped when another advertiser pays the higher rate.
- Makegoods: Free ad time to compensate for missed or incorrectly aired spots.
- Affidavit of Performance confirms when spots aired and available makegoods.
The Pros and Cons of Broadcast TV Advertising
- Broadcast TV: mass coverage , low cost, selectivity, impact, creativity, and prestige.
- Broadcast TV offer limited selectivity, brevity, clutter, and Zipping and Zapping.
- Broadcast TV has high production costs.
The Pros and Cons of Cable TV Advertising
- Cable TV: selectivity, demographics, low cost, flexibility, and testability.
- Cable TV has limited reach, fragmentation, and quality.
- Cable TV involves Zipping and Zapping
Types of Radio Advertising
- Networks: Advertisers can use national radio networks to reach entire U.S.
- Spot Radio: for advertisers that have wide flexibility
- Local Radio: Local spots are purchased by a local advertiser or agency, and are same procedure as national spots.
- Satellite Radio: monthly subscription fee and investment in a receiver.
Dayparts
- Morning Drive (6am-10 am)
- Daytime (10pm-3pm)
- Afternoon Drive (3pm-7pm)
- Nighttime (7pm-12am)
- All night (12am-6am)
- Run of Station (ROS): An advertiser orders spots on a run-of-station, and advertiser receives the lowest rate
- Total Audience Plan (TAP) guarantees the advertiser spots in the better dayparts if they buy a total package of time.
Gross Rating Points
- Gross impressions expressed as a percentage of the population measured. Average Quarter House Audience: Average number of people listening for at least five minutes during a 16-minute period. Average Quarter House Rating: Average Quarter House persons as a percentage of the population.
Scheduling
- Stations with greatest listenership is identified
- Matches station formats to target audiences
- Finds dayparts when target is listening.
- Schedule different time periods and assess reach, frequency, and CPM.
The Pros and Cons of Radio Advertising
- Radio: reach and frequency, selectivity, cost efficiency, timeliness, immediacy, local relevance, and creative flexibility
- Radio: Limitations of sound, segmented audiences, Clutter and short-lived commercials
Who Uses the Internet
- The Internet is accessed using smartphones and gaming consoles.
- High-speed connections allow multiple signals, faster downloads.
- Broadband affects photography, video sharing, and social media.
- Faster internet and content increase likelihood of consumer usage.
- User collaboration occurs with Wikipedia, Twitter, Digg and Craigslist
Pricing Methods
- Internet ads bought via banner ads, priced by CPM.
- Targeted Ads can be based on categories( finance, news, travel, or games)
- Prices depend on category and the number of people visit that page
- Keyword Ads can be bought individually or in bundles.
- Click-Through Ads is when publishers charge advertisers when users click on the ad
- Affiliate Marketing involves publishers earning a commission on sales made through ads
Types of Internet Advertising
- Websites, Microsites, and Landing Pages
- Search Engine Marketing
Websites, Microsites, and Landing Pages
- A website is a collection of web pages or data accessible via the internet
- Corporate Sites: Info about product or service
- Commerce Sites: Primarily sell products or services
- Microsites support marketing campaigns or messages.
- Landing Pages streamline user experience, making it easier to find products or information quickly.
Search Engine Marketing
- Search Engines websites that allows users to enter a word or phrase into a search box
- Google's PageRank: analyzes links and determines sites with more links are ranked higher
- AdWords and AdSense generates revenue.
- AdWords: Pay-Per-Click model and Auction-Based Bidding
- AdSense: Automatically inserts ads by the website.
Banners & Buttons
- Banner is a little billboard that spreads across the top or bottom of the web page
- Buttons are small versions of the banner that often look like an icon
Rich Media Advertising
- include animations and ads with audio and video elements.
- Interstitial is for ads that play between pages on a Website
Sponsorships & Added Value Packages
- Sponsorship means presentation of content by a sole advertiser.
- Classified Ads many of these offer free classified advertising opportunities
- Email Advertising can generate inquiries and leads and for closing a sale.
Problems with Digital as an Advertising Medium
- does not offer mass media efficiency like traditional media
- The Internet is decentralized, leading to challenges in accountability.
- security and technology are concerns.
- long-term costs are unclear
Other Interactive Media
- Website and blogs
- Social Media Websites
- Banners and Display Advertising
- Pay Per Click (PPC) or Keyword
- Search Engine Optimization (SEO)
- Interactive TV:actively engage with the content by participating in real-time interactions
- Mobile Advertising appears on any device.
Mobile Advertising
- The iphone usage encouraged video streaming, app downloads, and web browsing, creating new opportunities for advertisers.
- advertisers target users based on location and activity
- Standards for mobile banner ads are set by the Mobile Marketing Association (MMA).
- Sponsored SMS provides SMS ads via companies who sponsor messages that are sent via SMS.
Types of OOH Advertising
- Standardized outdoor advertising structures to deliver an advertiser’s message to markets.
- Bulletin Structures: large, meant for long term use.
- Poster Panels: printed paper sheets.
- Junior Posters: small printing area on a panel surface.
- Spectaculars: giant electronic signs.
- Digital Billboards: time sensitive ads.
Buying OOH Advertising
- 100 Showing: Basic unit of sale for billboards.
Types of Transit Advertising
- Transit Advertising: bus and taxicab advertising and posters on transit shelters, terminals, and subways.
- Transit Shelters offer new form of advertising
- Terminal Posters are found in many bus, subway, and commuter train stations
- Inside Card transit advertisements
- Car end Posters transit ads which are positioned in the bulkhead
- Outside Posters are transit advertisements that appear on the outside of buses
- Taxicab Exteriors 2 sided posters positioned on the roofs of taxis
Buying Transit Advertising
- Showing/Run/Service: The relative number of outdoor posters used during a contract period
- Full Showing: one card will appear in each vehicle system
- Basic Bus: inside space in the groups of buses
- Take Ones: allow passengers to request more detailed information
- Bus O Rama Sign: full-color transparencies backlighted by fluorescent tubes
- Total Bus all the exterior space
- Brand Train subway cars in a particular corridor
- Immersive Advertising integrates an advertiser's products or services into the Web site experience.
- Target and retardant advertising, programmatic advertising, mobile billboards, display panels offer new opportunities
Adoption of Social Media
- Social media is connecting and relating people to one another and target
- Hoping onto social trends is also a big part of the adoption of social media.
- Trending is what people are tweeting on Twitter.
- Application Protocol Interface any site, tool, application can feed and extract info from social network sites
Managing and Leveraging Social Media
- UGC (User Generated Content) media content that is produced by consumers and not companies.
- Social media: 20% planning and 80% execution and management
- Traditional media: 80% planning and 20% execution and management
Application of Social Media
- Blogs are simple, reverse chronological order web pages
- Brand monitoring and social listening aggregates all of the commentary
- Remarketing is when brands have give their web audience the ability to sign up for newsletters right from their Website
- Marketing Research Online Communities
- Customer Services
- Social Ads
- Crowdsourcing
- Entertainment has games and gamification
- Reviews and Opinions
Types of Paid Social Media Ads
- Image Ads
- Carousal ads
- Product ads
- Collection ads
- Interactive ads
- Lead form ads
- Video ads
- Text ads
Direct-Response Advertising
- Direct Response Advertising provides feedback to the source
- Direct Mail includes letters and post cards
- Sales Letters direct mail format
- Post Cards used to announce sales or discounts
- Folders and Brochure uses photos and illustrations
- Broadsides larger illustrations on good paper stock that reproduces printed images
- Self-mailers do not have an envelope
- Statement Stuffers ads enclosed in monthly customer statements
- House Organs publications produced by associations or business organizations
Sales Promotion Strategies and Tactics
- Direct inducement that offers extra incentives anywhere along the marketing route to enhance or accelerate the product’s movement from producer to consumer.
- B2B are incentives targeting retailers to increase stock
- B2C are incentives targeting consumers to increase sales, single and multiple brand items.
- Adds tangible, immediate value to the brand and more effective in motivating customers push vs pull. Push strategies: secured by retailers Pull strategies: attract customers
Using consumer promotions
- Coupon are digital
- Premium
- Sample and combination offers
- Contest and games
Types of Sponsorships
- Sports Marketing
- Ambush marketing when nonsponsors capitalize on the popularity
- Entertainment includes things like concert tours
- Festivals, Fairs, and Annual Events
- Causes
- Arts and Culture
- Venue Marketing links a sponsor to a area or site.
The Growth of Sponsorship
- Fees paid to a property in return for commercial potential
- Philanthropy support of a cause without any commercial incentive
- Public approves of it, involves customers, prospects, and stakeholders and is cost-efficient
- Dreawbacks include high amount and clutter
- Buy existing event or create own event
- Select events that fit brand’s target and offer value
Measuring Sponsorship Results
- surveys, free media coverage, and sales revenue are measured
Corporate Advertising
- Covers nonproduct advertising
- Public Relations Advertising messsage directed to one of a company’s important publics.
- Institutional Advertising reports company accomplishments
- Recruitment Advertising attracts new employees
- Corporate Identity Advertising makes changes to name, logo, trademark, or corporate signature.
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