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60 Cards in this Set
- Front
- Back
Advertising Agency (3)
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a firm that specializes in the creation, production, and placement of advertising messages and may provide other services that facilitate the marketing communications process
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In-House Agency (3)
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positives: more control, cost savings, better communication
negatives: less experience, objectivity, and flexibility |
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Full Service Agency (3)
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an advertising agency that offers clients a full range of marketing and communications services including the planning, creating, producing, and placing of advertising messages
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Media Buying Services (3)
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independent companies that specialize in the buying of media, particularly radio and television time
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Creative Boutique (3)
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an advertising agency that specializes in and provides only services related to the creative aspects of advertising
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Commission System (3)
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a method of compensating advertising agencies whereby the agency receives a specified commission from the media on any advertising time or space it purchases
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Direct- Marketing Agency (3)
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a company that provides a variety of direct marketing services to their clients including database management, direct mail, research, creative, and production
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Sales- Promotion Agencies (3)
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an organization that specializes in the planning and implementation of promotional programs such as contests, sweepstakes, sampling, premiums, and incentive offers for it clients
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Media Planning (10)
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a series of decision involving the delivery of messages to customers
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Reach (10)
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the number of audience members exposed at least once in a given time period
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Frequency (10)
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the number of times the receiver is exposed to a media vehicle in a specific time period
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Sweeps (10,11)
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the times of year in which television audience measures are taken
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Continuity (10)
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a media scheduling strategy where a continuous pattern of advertising is used over the time span of the ad campaign
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Flighting (10)
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a media scheduling pattern in which periods of advertising are alternated with periods of no advertising
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Pulsing (10)
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a media scheduling method that combines flighting and continuous scheduling
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GRP's (Gross Ratings Points) (10)
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GRP's are based on the total audience the media buy will reach. They use a duplicated reach estimate.
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TRP's (Target Ratings Points) (10)
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Refer to the number of people in the primary target audience the media buy will reach and the number of times. Unlike GRP it does not include waste coverage
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CPM (10))
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cost per thousand, a computation used in evaluating the relative cost of various media vehicles that represents the cost of exposing 1,000 members of a target audience to an advertising message
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TV Advantages (11)
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(+); creativity and impact, coverage and cost effectiveness, capacity and attention, selectivity and flexibility
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TV Disadvantages (11)
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(-); fleeting messages, cost, low selectivity, clutter, distrust, negative evaluation, limited attention
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Network Advertising (11)
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affiliated stations are linked, purchase transactions are simplified
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Spot and Local Advertising (11)
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commercials are shown on local stations, may be local or "national spot" commercials
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Up Front Market (11)
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a buying period that takes place prior to the upcoming television session when the networks sell a large part of their commercial time
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Affiliates (11)
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local tv stations that are associated with a major network.
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Syndicated Programs(11)
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shows sold or distributed to local station
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Dayparts (11)
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the time segments into which a day is divided by radio and tv networks and stations for selling ad time
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Nielsen (11)
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media research agency that develop audience measurement systems
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Radio Advantages (11)
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cost and efficiency, selectivity, flexibility, mental imagery, integrated marketing
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Radio Disadvantages (11)
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creative limitations, audience fragmentation, chaotic buying, limited research data, limited listener attention, clutter
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Image Transfer (11)
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a radio advertising technique whereby the images of a tv commercial are implanted into a radio spot
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Arbitron
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covers 286 local radio markets with one to four ratings reports per year. has a sample of rep listeners in each market maintain a diary of their radio listening for seven days, uses AQH
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AQH - Average Quarter-Hour (11)
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the avg. number of persons listening to a particular station for at least five minutes during a 15-min period
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Cume (11)
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term for cumalitive audience, which is the estimated total number of different people who listened to a radio station
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Magazines Advantages (12)
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selectivity, reproduction quality, creative flexibility, permanence, prestige, receptivity, involvement, services
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Magazines Disadvantages (12)
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costs, limited reach, limited frequency, long lead time, clutter
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SRDS (12)
Standard Rate and Data Service |
the primary reference source on periodicals for media planners. divides magazines into 3 categories: Consumer, Farm, and Business
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Gatefolds (12)
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enable an advertiser to make a striking presentation by using a third page that folds out and gives the ad an extra large spread
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Bleed Page (12)
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the advertisement extends all the way to the end of the page, with no margin of white space around the ad. give a larger impression and more dramatic impact
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Split Runs (12)
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two or more versions of an ad are printed in alternate copies of a particular issue of a magazine.
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Audit Bureau (12)
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Non-profit association of advertisers, ad agencies and publishers. Provides media audits, publisher statements, news bulletins, etc.
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Primary Circulation (12)
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the number of copies distributed to the original subscribers or purchasers. is the basis for the magazine's rate structure
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Pass Along Readership (12)
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when the primary subscriber gives a magazine to another person, or read in a waiting room.
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Weekly/National Newspapers (12)
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weeklies appeal to local advertisers because of their local focus and lower absolute cost. Nationals have nationwide appeal, appeal to large national advertisers
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Newspaper Advantages (12)
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extensive penetration, flexibility, geographic selectivity, involvement, acceptance, services offered
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Newspaper Disadvantages (12)
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production quality may be low, short life span, not demographically or psychographically selective, heavy ad competition, potential poor placement, may overlap circulation
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Display Ads (12)
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locla, general, paid reading notices
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Classifieds (12)
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small items arranged by topic, rates based on size and duration, classified display- combination
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SAU (12)
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standard advertising unit used by 90% of daily newspapers. rates are quoted on this basis
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ROP (12)
Run of Paper |
the paper can place the ad on any page or in any position it desires
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Out of Home advertising (13)
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billboards, street furniture, transit
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Support Media (13)
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used to reach those people in the target market the primary media may not have effectively reached and to reinforce the message
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Alternative/Non-Traditional Media (13)
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buses, arenas, airborne, shopping malls, airports
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Outdoor Advantages (13)
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wide local coverage, high frequency, geographic flexibility, creativity, efficiency
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Outdoor Disadvantages (13)
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waste coverage, limited message capability, wear-out, high cost
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Highway Beautification Act of 1965 (13)
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Lyndon Johnson. 46 states ban cigarettes on billboards, some cities consider banning alcohol as well. Mixed emotions about the act. LBJ's wife tried to rid interstate billboards completely with no success.
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Aerial Advertising (13)
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c'mon, this is pretty fucking self-explanatory. if u dont know what it is...think blimps, hot-air balloons, airplanes on the beach etc.
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Transit Advertising (13)
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trains, subways, buses, taxis, SEPTA. train stations, platforms, terminals. recent renewed interest bc of high cost of tv ads.
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Product Placement (13)
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a form of advertising and promotion in which products are placed in TV and/or movies to gain exposure.
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Advantages of Product Placement (13)
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exposure, frequency, support for other media, source association, cost, recall, targeting, acceptance
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Disadvantages of Product Placement (14)
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high absolute cost, time of exposure, limited appeal, lack of control, public reaction, competition, negative placements, clutter (leads to loss of effectiveness)
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