Types of Advertising
What is the term used to describe television, radio, newspapers, magazines, direct mail, promo items, social media, and internet banners?
Media or Media Vehicles
Individual who creates text for ads and scripts for broadcast
copywriter
_____________ refers to exaggerated, subjective advertising claims that can’t be proven true or false.
Puffery
Advertising scheduling format that features running the same commercial every half hour during prime time.
Bursting Scheduling
separating audiences based on age, gender, education, income, etc.
Demographic
Delivery ad for Jimmy John’s inside a bus is an example of what type of advertising?
Transit Advertising
The ______________________ is the liaison between the client and the agency.
Account Executive
When Susan buys a box of donuts and Emilio purchases a copy of the New York Times, both are acting as
Consumers
Media scheduling strategy that includes periods of advertising alternated with periods of no advertising
Flighting Scheduling
evaluating audiences based on religious beliefs, sexuality, politics, etc.
Psychographic
_____ is generally considered the most effective method for generating consumer trial of a new product.
Sampling
Individual responsible for the finished creative product
Creative Director
a common term describing what you would pay to reach 1,000 people within a medium’s audience.
Cost per Thousand (CPM)
What term refers to a possible exposure of the advertising message to one audience member?
Ad Reach
dividing audiences based on location
Geographic
Great ads have two dimensions of greatness. Those dimensions are:
audience resonance and strategic relevance
This person represents the consumer’s view during advertising process
Account Planner
This term refers to the place a brand occupies competitively in the minds of the consumers.
Positioning
What is the formula for Cost per Thousand?
Campaign Cost ÷ (Total Impressions ÷1,000)
segmenting audiences by buying and other habits
Behavioral
What is the difference between a contest and a sweepstake?
A contest is won by skill but a sweepstake is won by random chance.
This person identifies and purchases media for ads
Media buyer/ Media planner
During the early age, most advertising took the form of signs with symbols such as a beer mug indicating a tavern or a boot representing a cobbler because:
Most people were illiterate at the time
Why is media planning a more complicated process today than it was 10 years ago?
the increasing fragmentation of the audience
Why is it important to research your target audience in the very beginning of your campaign?
Understanding your target audience helps you make better decisions for every part of your campaign that follows