Creative Strategy
This is the group of brands a consumer remembers when a product category is mentioned.
What is an evoked set?
This type of advertising encourages consumers to act immediately, often using urgency.
What is hard-sell advertising?
This measures the number or percentage of people exposed to an advertisement at least once.
What is reach?
Television, radio, magazines, and newspapers are examples of these broad media categories.
What are media classes?
A company's official website is an example of this type of media.
What is owned media?
This is a memorable brand phrase or message set to music.
What is a jingle?
This type of advertising compares a brand's product with competing products.
What is comparison advertising?
This measures the average number of times a person sees or hears an advertisement.
What is frequency?
People magazine or a specific local television news program are examples of these.
What are media vehicles?
A customer voluntarily shares a positive review about a company. This is an example of this type of media.
What is earned media?
This advertising strategy emphasizes a specific, unique, and relevant consumer benefit.
What is USP?
This type of advertisement features someone expressing support for a brand or position.
What is a testimonial advertisement?
This metric measures the cost of reaching 1,000 audience members or impressions.
What is CPM?
This advertising medium offers strong audience selectivity and pass-along readership.
What are magazines?
This type of advertising involves paying for advertisements that appear in or near search engine results.
What is paid search or pay-per-click advertising?
This type of advertisement provides reasons why a brand will be satisfying or beneficial.
What is a reason-why ad?
A company advertises that its detergent removes stains better than competing brands. This creative approach emphasizes a unique consumer benefit.
What is USP?
This metric combines reach and frequency to measure the weight of an advertising campaign.
What are GRP?
This television measurement refers to households using television during a specific time period.
What is HUT?
This advertising technique targets consumers again based on their previous online activity, such as viewing a product.
What is retargeting?
This strategy attempts to influence consumer attitudes and purchase decisions rather than simply build brand awareness.
What is a persuasion strategy?
This is the potential disadvantage of comparison advertising when consumers receive too much competing information.
What are confusion and information overload?
A campaign reaches 40% of its target audience with an average frequency of 5. Calculate its GRPs.
What are 200 GRPs?
This newspaper advertising insert often contains coupons and is distributed with Sunday newspapers.
What is a free-standing insert (FSI)?
This automated advertising process uses data and technology to purchase and place advertisements.
What is programmatic media buying?