Why Would an Advertiser Use a Mixed Media Approach

What is an accurate depiction of media buyers? Media buyers tend to specialize in a single medium. Which term refers to an intermittent scheduling pattern that alternates periods of advertising with periods of no advertising? flighting A(n) ________ is the total number of people or households exposed to a vehicle. audience Christine believes the company should include a scratch-and-sniff feature in the magazine ad for the new fruit-flavored candies because it will help entice more consumers to view the ad. Christine is trying to increase the exposure value. Which statement about a medium's audience is accurate? The content of the media vehicle tends to determine the type of people in the audience. Why would an advertiser use a mixed-media approach? The total effect is greater than the sum of individual parts. The total effect is greater than the sum of individual parts. methodology The ________ describes how the advertiser will achieve its stated media objectives. media strategy The five Ms of media strategy include money, media, mechanics, methodology, and markets. The ________ of an ad is defined as the average number of times a person must see or hear a message before it is truly received. effective frequency What assumption must be made in order for the theory behind the advertising response curve to be true? All ad exposures are equal. Which term refers to the number of people who read a magazine without actually buying it? pass-along rate Which term refers to a possible exposure of the advertising message to one audience member? advertising impression An opportunity to see (OTS) is sometimes referred to as a(n) advertising impression. Game of Thrones had a local audience of 115,000 for each episode during its last season. During that time, a local motorcycle shop ran 16 ads, meaning it had ________ equal to 1,840,000. gross impressions Sixty percent of the total target market heard the radio spots for Casey's Steakhouse at least once during a four-week period. The average frequency of the advertisement was four. Calculate the gross rating points (GRPs). 240 The number of times a person or household is exposed to a program is referred to as frequency. Which term refers to the duration of an advertising message or campaign over a given period of time? continuity What is one reason why media planning is a more complicated process today than it was 10 years ago? CPP = Cost/Rating = $700/20 = $35. The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as households using television (HUT). TurboTax wanted to appeal to women viewers to get a jump on their taxes. Besides targeting the content of the ad at women, they also aired the ad during The Ellen DeGeneres Show, which is broadcast daily at 4:30 p.m., or ________ time, a time when women are more likely to be watching. early fringe For what reason would an advertiser most likely choose a radio spot over a TV commercial? Radio actively involves people while television is a mostly passive medium. What does the term "baked in" refer to as it pertains to advertising? podcast ads that are part of the podcast recording If you know a particular radio station has a high cume rating, you know with reasonable certainty that it has many different people tuning in. _______ identifies the average number of people listening to a specific station for at least five minutes during a 15-minute period. AQH persons An advertiser that wanted to make certain that the station would run a percentage of its spots in the better dayparts and not just late at night should buy a total audience plan (TAP) package. In an average quarter-hour, the total listening audience in Lincoln is 35,600. If radio station WBLR has an average quarter-hour listenership of 6,800, what is WBLR's average quarter-hour share? 19.1 percent ________ is a distributed network where content providers and users communicate through HTML. The web The ________ nature of the Internet has blurred the line between content creators and content consumers. interactive ________ are common rules for linking and sharing information. Protocols What feature made ARPAnet revolutionary? distributed network Which of these consumers is least likely to access websites? Frances, a 72-year-old woman who retired three years ago What occurs in a distributed network? Communication is continuous even if some connections stop working. Facebook reports that currently more than ________ of its advertising revenue comes from ads served on mobile platforms. 90% What is a supplement to a website that is typically singular in focus and delivers on the current advertising message? microsite Uber, an app-based ride service, offers drivers $500 for every new driver they recruit to the program. This a form of viral marketing. Which term refers to a collection of web pages on the web that are linked together and maintained by an organization or individual? website One form of mobile advertising is sponsored SMS. SMS stands for Short Message Service. An ad that pops up on the screen as you move to the next level of Candy Crush is known as a(n) ________ ad. interstitial Which type of mobile advertising does not require that the end-user have a smartphone? sponsored SMS Which type of advertising involves seeking a well-defined target market and entering an auction for the market that is automated by computers? programmatic Some advertisements found on mobile devices are shown within the content of news sites, feeds, and apps and often resemble other content. These are known as ________ ads. native Liu is researching genetic engineering for a term paper. She visits Google and searches for CRISPR, receiving nearly 4.5 million results, the first 30 of which are listed on the ________ page. search-results Which company specializes in working behind the scenes to meet advertiser's CPM guarantees by tagging users to create consumer profiles, but is not an ad network? Tacoda Which pricing method is used when a digital advertiser pays for an audience member to take a specific action, typically making a purchase? cost-per-action Ted's cooking blog contains a banner ad for Kenstar Appliances. Every time an appliance is purchased at the Kenstar website after the purchaser clicked on Ted's banner, Ted receives a commission for showing the banner. What is this an example of? affiliate marketing program Influencer marketing is said to begin with social authority. The person in charge of negotiating and contracting with the media is called a(n) media buyer.