Adv 300 exam 4

  1. Continuity
    the placement pattern of advertisements in a media schedule

  2. Continuous Scheduling
    a type of media scheduling strategy that involves a pattern placement of ads at a steady rate over a period of time

  3. Flighting
    a media scheduling strategy that involves a period of heavy advertising (~2wks), followed by a period of no advertising, then another period of heavy advertising

  4. Pulsing
    a media scheduling strategy that combines both continuous and flashing patterns of placement, by having continuous advertisements with periods that are heavier than flighting. (good for items sold all year round, like CLOTHING)

  5. Context Effects
    • the way in which an ad is perceived because of the context of the media during its presentation. "ad impressions)
    • (ie: an axe body wash commercial during Sesame street showtime)

  6. Media Buying
    • securing the electronic media time and print media space specified by the schedule
    • (getting the space you need for your ad according to your schedule)

  7. Agency of Records
    The ad agency chosen by the advertisers to be in charge of purchasing time and space. Coordinates media discounts and negotiates all contracts for time and space.

  8. Up fronts
    period when tv networks reveal their fall line-ups and begin to presell ad space

  9. Media Buying Service
    An independent organization that specializes in buying large blocks of media time and space and reselling it to advertisers.

  10. Rate Card
    Contains the information on costs, closing times (deadline for ad submission), specifications for submitting ads and special pages/features available in the newspaper

  11. Column inch
    unit of measurement (1" deep X 1" wide), each column is 2.5 inches

  12. Standard Advertising Unit
    Most newspapers have adopted this system for selling ad space, which defines unit sizes for ads

  13. Run-of-Paper aka Run-of-Press (ROP)
    When an advertiser buys space on the basis that the ad may appear anywhere/on any page

  14. Preferred Position
    purchasable placement of ad in NP (pricier than ROP), ad placed in advertiser specified location

  15. Full Position
    Purchasable placement of ad in NP, places the ad near the top of the page or among editorial material.

  16. Circulation
    # of NPs distributed daily or weekly depending on times published

    (Measuring NP audience)
  17. Readership
    measurement of circulation Xs the # of readers of a copy

    (Measuring NP audience)
  18. Paid Circulation
    reports the # of NPs sold through subscription and newsstands

    (Measuring NP audience)
  19. Controlled Circulation
    # of copies of NP that is given away for free

    (Measuring NP audience)
  20. Sponsorship
    • an agreement from an advertiser to pay for the production of a tv program/series and to pay for most of the advertising during the program
    • (ie: ATT and IBM usually sponsor sporting events, Hallmark sponsors dramatic series)

    (Buying procedures for TV ads)
  21. Participation
    when diff. advertisers agree to purchase commercial time during a specific tv program, no single advertiser has the responsibility to pay for the production or commitment beyond contracted time

    (Buying procedures for TV ads)
  22. Spot Advertising
    local tv station ad time, allows for advertisers to make adjustments to ads to fit specific markets or intensify media schedule in competitive ones (ie: car dealerships, furniture stores, restaurants)

    (Buying procedures for TV ads)
  23. Media lecture examples
    Outdoor billboards

    • 3D forms and extensions –
    • McD’s salads, Makers Mark with Truck

    Outdoor Digital – times square

    Outdoor Mobile Billboards – fedex with UPS, Denver water

    • Outdoor Street Furniture –Newcastle
    • Beer, Denver
    • Water


    • Outside posters bus – career builder,
    • canoe, clothing

    • Outside posters subway and rail - altoids
    • chew chew

    • Outside posters taxis – snickers, lancome
    • on UK
    • cab

    • Inside cards subway – western themed
    • inside wrap for deadwood series

    • Inside digital cards in taxis – showed
    • example and discussed


    • Station, Platform and Terminal – target,
    • star wars

    • Mini Cooper – Car that knows about non traditional media
    • (i.e. support media, outdoor billboards, digital, 3d)

  24. Digital lecture examples
    • - he showed how this was instant and all about the right NOW, how sprint uses
    • this to show they are instant/up to date etc.

    • innovative talks about everything - showed a video (which i can't find) about
    • this new technology. from what i remember, i think it was a sort of glove thing
    • that acted like a camera and more from common hand gestures. if you mimed
    • taking a picture it would snap a picture and you could open them up for viewing
    • later - projected on the wall.

    • 1) HBO Voyeur
    • First cool and digital ad, agency: Big Spaceship,
    • showcased HBO's abilitity to tell stories
    • 3)Comcast Town
    • 4) Coraline Movie
    • Movie experince re-created on the web
    • 5)Samsung
  25. Personal selling
    • A seller’s promotional presentation
    • conducted on a person to person basis with the buyer.

    Seeking out people

    • Assisting them to recognize existence of
    • needs

    • Demonstrating how your offer fills the
    • need

    • Persuading prospects that your product
    • will fill their needs

    • Includes: face to face, telemarketing,
    • video conferencing
  26. Sales Promotion
    • Designed to stimulate consumer purchasing
    • and dealer effectiveness

    • Provides short-term incentive to assist,
    • supplement or support objectives of promotional program.

    Trade / Consumer

    • Includes: coupons, sweepstakes, events,
    • samples
  27. Direct Marketing:
    • Direct communication to consumer or
    • business designed to…

    Generate response in form of order

    • Get them to request more
    • information

    Generate traffic to store, website
  28. Public relations
    • Communications and relationships to
    • various publics

    Publics include…

    • Customers, suppliers, stockholders,
    • employees, gov’t, general public, media, other organizations etc

    Publicity as a part of PR
  29. Guerilla Marketing
    Innovative, low cost ways to reach markets.

    • Unorthodox, captures your attention-
    • methods.

    -designed to provoke

    • -ex: mobile
    • office, st furniture
  30. Branded entertainment examples
    Product placement - prop (used as a prop)

    • Product integration – product integrated or 'blended' into program
    • content, script or program (G1 mobile phone on Gossip girl)

    Product as storyteller – original content (BMW films)

    • Product as story – franchise property (Transformers-General
    • Motors (Transformers used GM to advertise), FedEx Cup (golf tournament, showed
    • commercials about the event), FedEx Wizard of Oz (showed that FedEx can deliver
    • anywhere, showed how FedEx used movie for advertisement)
  31. interstitial
    Popup ads
  32. Baud
    measure of data transmission (ie: modem)
  33. *Corporate Image Advertising
    • : focus on
    • enhancing overall image of a firm among important constituents--typically
    • customers, employees, and the general public; goal is to enhance overall image
    • of the firm

    • -Examples:
    • IBM promoting itself as firm providing "Solutions for a small
    • planet"; Toyota using slogan "Investing in the things we all care
    • about"; Bristol-Myers Squibb touting life-saving impact of its high-tech
    • line of pharmaceuticals; BP and series of TV and print ads that featured real
    • people out on the street candidly answering questsions about environment,
    • pollution, and natural resources; PPG Industries undertook image campaign to
    • promote public identity
  34. Advocacy Advertising
    • attempts to
    • establish an organization's position on important social or political issues;
    • attempts to influence public opinion on issues of concern to a firm; typically,
    • the issue featured is directly relevant to the business operations of the
    • organization

    • -Examples:
    • 1990's Phillips Petroleum links commitment to birds to it efforts to reduce
    • sulfur in gasoline
  35. Cause-Related Advertising
    • :features a firm's
    • affiliation with an important social or societal cause; goal can be to
    • enhance image of firm by associating it with important social issues

    • -Examples:
    • reducing poverty, increasing literacy, conserving energy, protecting
    • environment, curbing drug abuse

    • -Anheuser-Busch
    • promoting control of teenage drinking; Promo Magazine providing list of
    • organizations; Eddie Bauer and Crystal Geyser (American Forests' Releaf
    • Program); Campbell's Soup, Avon, Yoplait (breast cancer cure); Home Depot
    • ("Use Water Wisely"); Nick at Nite (National Family Dinner Day)
  36. Green Marketing
    • most popular;
    • refers to corporate efforts that embrace a cause or a program in support of the
    • environment

    • -Examples: Shoe boxes made from
    • recycled materials; General Electric and "Ecomagination"
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Adv 300 exam 4
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