Show:
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
100
The first brand name that consumers remember when a particular category of products is mentioned has this kind of awareness.
Top of mind
100
At an advertising agency, this person is responsible for gathering research that gives the consumer a voice
Account planner
100
This is the blend of different media that will be used to effectively reach the target audience.
Media mix
100
The three broad categories of newspaper advertising
Display, inserts, classifieds
100
How a brand uses images and text online to construct its identity
Virtual identity
200
The small list of brand names that comes to mind when a product is mentioned
Evoked set
200
Of the five standard techniques for preparing body copy, these are two. (Name any two)
Straight-line, dialogue, testimonial, narrative, direct response
200
The average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time
Frequency
200
The proportion of households that are using TV during a specific time period
Share of audience
200
The advertising revenue model where the advertiser is charged by the number of people who click on the ad to pull it up for more information.
Pay-per-click (PPC)
300
Repetition is one tactic used to combat the fleeting impression made on this medium - especially if the location of a business is mentioned.
Radio
300
At an advertising agency, this person determines the message and the appropriate media to fit the message
Media planner
300
The sum of exposures to the entire media placement in a media plan
Gross impressions
300
The ability to send a message through sight and sound is the greatest advantage of this medium
Television
300
An ad that opens in a separate window while a page is loading
Pop-up
400
In this type of ad, features are weighed against competitive brands
Comparison ads
400
This copy technique highlights urgency or acting immediately
Direct response
400
What does CPM stand for?
Cost per thousand
400
This type of insert typically contains cents-off coupons for a variety of products
Free-standing insert (FSI)
400
This digital ad involves paying websites and portals to place ads in or near relevant search results based on keywords
Paid search
500
This type of ad uses a spokesperson taking an advocacy position.
Testimonial
500
The drawing or digital rendering of a proposed print advertisement that shows where the elements in the ad are positioned.
Layout
500
This is the term used to describe an incredible mass of detailed consumer information
Big data
500
This type of TV broadcasts programming over airwaves to affiliate stations across the country under a contract agreement.
Network TV
500
This is the term used to demonstrate how a consumer has engaged and integrated a brand into their online lifestyle
Digital footprint