MM222 3rd Exam Reviewer PDF

**MM222 3^rd^ Exam Reviewer** **Chapter 12** **Magazines**- Grown rapidly to serve the educational, informational, and entertainment needs of a wide range of readers in both the consumer and business markets. The most specialized of all advertising media ***Classifications of Magazines*** **Cons...

**MM222 3^rd^ Exam Reviewer** **Chapter 12** **Magazines**- Grown rapidly to serve the educational, informational, and entertainment needs of a wide range of readers in both the consumer and business markets. The most specialized of all advertising media ***Classifications of Magazines*** **Consumer Magazines**- a magazine that compares products in order to give people advice about them, tells consumers about their rights, etc. **Farm Publications**- Specialized magazines or newspapers focused on agriculture and farming topics. **Business Publications**- Magazines or trade journals published for specific businesses, industries, or occupations. **Newspapers**- A periodical publication containing written information about current events and is often typed in black ink with a white or gray background. ***Types of Newspapers*** **Daily Newspapers**- are published each weekday, are found in cities and larger towns across the country. **Weekly Newspapers**- a general-news or current affairs publication that is issued once or twice a week in a wide variety broadsheet, magazine, and digital formats. **National Newspapers**- A newspaper published and circulating generally in the State. **Special-Audience Newspapers**- A variety of papers offer specialized editorial content and are published for particular groups, including labor unions, professional organizations, industries, and hobbyists **Newspaper Supplements**- It is printed materials which has news context and is distributed free with newspaper. Newspaper supplement has softer news than news in main newspaper ***Types of Newspaper Advertising*** **Display Advertising**- it found throughout the newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text, **Classified Advertising**- provides newspapers with a substantial amount of revenue. These ads are arranged under subheads according to the product, service, or offering being advertised. **Special Ads and Inserts**- a variety of government and financial reports and notices and public notices of changes in business and personal relationships. **Chapter 13** **Support media**- Various other media used to deliver marketing communications and to promote products and services. **Out-of-home media**- It encompasses many advertising forms, including outdoor (billboards and signs), transit (both inside and outside the vehicle), skywriting, and a variety of other media. **Outdoor Advertising**- refers to any form of advertising that reaches consumers while they are outside, such as billboards, posters, signs, and other displays on buildings, vehicles, and public transportation. **Transit advertising**- involves placing ads on public transportation vehicles and at the stations they frequent. **Skywriting advertising**- a type of aerial advertising that uses aircraft to write messages in the sky. **Promotional Products**- The advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes or commemoratives. **Specialty advertising**- A medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products. **Yellow Pages Advertising**- the section of a telephone book that lists business and professional firms alphabetically by category and that includes classified advertising ***Forms of Yellow Pages*** **Specialized directories**- Directories are targeted at select markets such as Hispanics, blacks, Asians, and women. **Audiotex**.- The "talking Yellow Pages" offer oral information on advertisers. **Interactive**- Consumers search the database for specific types of information. Advertisers can update their listings frequently. **Internet directories**- A number of websites provide some form of Internet-based Yellow Pages. **Movie Theater Advertising**- Another method of delivering the message that is increasing quickly is the use of movie theaters to promote products and/or services **Product Placements in Movies and on TV** - a marketing technique in which a product or service is showcased in some form of media, such as television shows, movies, music videos, social media platforms, or even ads for other products **In-Flight Advertising**- is advertising that targets potential consumers aboard an airplane. **Chapter 14 & 15** Direct Marketing- a system of marketing by which organizations communicate directly with target customers to generate a response or transaction. one-step approach- the medium is used directly to obtain an order two-step approach - may involve the use of more than one medium. Direct Mail- often called "junk mail"---the unsolicited mail you receive mailing list- Keys to the success of direct mail. Catalogs- E-mail- Direct mail on the Internet is essentially an electronic version of regular mail. Direct-response advertising- the product or service is offered and a sales response is solicited, through either the one- or two-step approach previously discussed Support advertising- is designed to do exactly that-support other forms of advertising. TV Spots- Referred to in the direct-marketing industry as short-form programs, these spots include direct-response commercials commonly seen on television for products such as drugs and toiletries, audio and video supplies, household products, and more. Infomercials- is a long commercial that is designed to fit into a 30-minute or 1-hour time slot. Repetitive person-to-person selling- The salesperson visits the buyer\'s home, job site, or other location to sell frequently purchased products or services Non-repetitive person-to-person selling- The salesperson visits the buyer\'s home, job site, or other location to sell infrequently purchased products or services Party plans- The salesperson offers products or services to groups of people through home or office parties and demonstrations Customer Lifetime Value- is a simple formula that is used to assist marketers in determining the dollar value associated with a long-term relationship with a customer, thus evaluating his or her worth. RFM analysis- a marketing technique used to determine quantitatively which customers are the most profitable by examining how recently a customer has purchased (recency), how often he or she purchases (frequency), and how much the customer spends (monetary) Advantages of Direct Marketing Selective Reach- Direct marketing lets advertisers reach a large number of people and reduces or eliminates waste coverage Segmentation capabilities- Marketers can rent or purchase a list of recent product purchasers, car buyers, bankcard holders and so on. Frequency- it may be possible to build frequency levels the program vehicle used for direct response TV advertising are usually the most inexpensive available, so the marketers can afford to purchase repeat times. Testing- Direct marketing allows for a strong ability to test effectiveness of the overall program as well as specific elements. Timing- Direct response advertising can be much more timely. Personalization- No other advertising can personalize the message as well as direct media. Cost- While the CPM for direct mail may be very high on an absolute and a relative basis, its ability to specifically target the audience, and eliminate that waste coverage reduces the actual CPM Measures of effectiveness- No other medium can measure the effectiveness of its effort as well as their response feedback as often immediate and almost always accurate.