Ch 11
This format presents the user rather then the product.
What is lifestyle format.
Expense and weekly/monthly distribution are all this of magazine advertising.
What are "cons".
Prime-time.
What is when television viewing is at its highest.
This type of data is usually not available for purchase.
What is height, weight, and hair color.
Seamless, consistent communication are this.
What is the principle objective of IMC.
A series of vertical and horizontal lines, rectangles, and squares in a predetermined grid give an ad geometric proportion.
What is a Mondrian grid layout.
Preproduction, production, prepress, and printing and distribution are the four major phases of this.
What is print production process.
When a visitor moves the mouse's pointer to a Web link and clicks on the mouse button to get to another page.
What is the click rate or click-through rate.
Websites allow people to do this virtually to discuss and share their interests with each other.
What is "meet".
Plan and execute the public relations program are this.
The design of an ad covers the visual elements and how they appear.
Why is the design of an ad so important.
Publications that cover a specific industry in all it's aspects.
What are vertical publications.
Direct-response ads.
What are program-length advertisements (PLAs), or infomercials.
Publications produced by associations or business organizations (for example, stockholder reports, newsletters, consumer magazines, and dealer publications).
What are "house organs".
To manage a company's reputation and help build public consent for its enterprises.
What is the primary role of public relations.
The type treatment of headlines and subheads should add visual interest.
What is a copy-heavy layout.
Rich color, design options, long shelf live, and hit target audience, are all this to advertising in a magazine.
What are "pros".
When you pay to have links and/or ads placed on relevant Web pages and in search results.
What is Google AdWords.
What is the hardest part about advertising in social media platforms.
Advertising reaches it audience through this.
What is paid media.
"Where's the beef?", "Red Robin, Yummmm...", and "Expect More, Pay Less" are all considered this.
What are slogans, theme lines, or tagline.
An estimate determined by market research of how many people read a single issue of a publication.
What is "secondary (or pass-along) readership".
The cost of time and/or space; the distinction between traditional media and online media; the relationship between those who create content and who consume it.
What are the three important distinctions between the internet and traditional media.
Continually create and update the social media presences with enough engaging content not to bore or overwhelm the audience.
What is the hardest part of managing social media.
The DMA defines direct marketing to include a measurable this.
What are sale, lead, retail purchase or charitable donation.