ADM 2320 Lecture Notes - Lecture 13: Storyboard, Media Planning, Direct Marketing

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olivemallard918

3 Aug 2017

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Reach: the number of different people or households exposed to an advertisement. Rating: the percentage of households in a market that are tuned to a particular tv show or radio station. Frequency: the average number of times an individual is exposed to an advertisement. Gross rating points (grps): reach (expressed as a percentage of the total market) multiplied by frequency. Cost per thousand (cpm): the cost of advertising divided by the number of thousands of individual or households who are exposed. Over time, more and more people couldn(cid:495)t recall an advertisement over time. Customers absorb information about a product or firm from many sources. Adopt the customer point-of-view to coordinate all communication efforts. Conduct research that gets consumer reactions to ad messages before they are placed in the media. Minimizes the chance of making mistakes and reduces the likelihood of generating negative publicity. Techniques include concept testing, animatic testing, finished testing.

Related Questions

Â· Question 1

Transtar, a sportswear equipment manufacturer, releases a new line of energy drinks called VitaZing. The television ad for the energy drink shows people jogging, working out in a gym, and doing aerobics. The actors then take a break to drink VitaZing, which visibly re-energizes them and leads them to continue exercising. Which advertising style is most likely used in the VitaZing ad?

Answers:	lifestyle
	personality symbol
	technical expertise
	testimonial evidence
	scientific evidence

Â· Question 2

Crest toothpaste has used a ________ style of advertising to convince buyers that Crest is better than other brands at fighting cavities.

Answers:	mood or image
	fantasy
	scientific evidence
	technical expertise
	testimonial evidence

Â· Question 3

Rather than just creating and placing "TV ads" or "print ads" or "Snapchat branded story ads," many marketers now view themselves more broadly as ________ managers.

Answers:	integrated marketing communication
	content marketing
	multi-media marketing
	social media marketing
	direct marketing

Â· Question 4

In the competitive-parity method of setting an advertising budget, the budget is set based on ________.

Answers:	a percentage of current sales
	the amount spent by similar companies in the same industry
	a percentage of future sales
	objectives set by the company and the cost required to accomplish them
	the total revenues that a company makes

Â· Question 5

Which statement is most likely true about the affordable method of setting an advertising budget?

Answers:	Spending on advertising is calculated after operating expenses and capital outlays are deducted from total revenues.
	Spending on advertising is calculated based on the financial objectives a company wishes to accomplish.
	Spending on advertising is based on a competitor's advertising outlays.
	Spending on advertising is based on a predetermined percentage of current or forecasted sales for the year.
	Spending on advertising is calculated as a percentage of the unit sales price.

Â· Question 6

________ aims to make ads and brand content so engaging or useful that people want to watch them.

Answers:	subliminal advertising
	branded entertainment
	social advertising
	advertainment
	infotainment advertising

Â· Question 7

Power Pro, a leading manufacturer of lawn and garden equipment, releases a new line of cordless, lightweight, electric weed trimmers. To boost sales, Power Pro issues a 50 percent off coupon to the first 100 buyers at all Home Depot stores in the Northeast. Which element of the promotion mix has Power Pro used in this scenario?

Answers:	public relations
	personal selling
	sales promotion
	advertising
	crowdsourcing

Â· Question 8

Surf's Up, a family-owned business, offers a free surf lesson with the purchase of any surfboard over $200 during May. This is an example of which promotion mix element?

Answers:	direct and digital marketing
	sales promotion
	personal selling
	public relations
	advertising

Â· Question 9

Which of the following best describes the term "Madison and Vine"?

Answers:	voicing social concerns through advertising
	using social media for advertising a brand
	merging advertising with entertainment
	emphasizing reach over impact in advertising
	utilizing the slice of the lifestyle of advertising

Â· Question 10

A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of ________.

Answers:	merchandising
	retailing
	public relations
	advertising
	direct and digital marketing

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ADM 2320 Lecture Notes - Lecture 13: Storyboard, Media Planning, Direct Marketing

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