Deck 3: A Comprehensive Guide to Advertising Strategies and Metrics

Question 1

The lack of visuals is not a disadvantage of radio because it is considered ""Theater of the Mind.""

Answer 1

False

Question 2

One of the primary advantages of in-store media is that is helps advertisers capitalize on impulse buys.

Answer 2

True

Question 3

In-store media is relatively inexpensive compared to other media options.

Answer 3

False

Question 4

The future of social advertising is moving toward more hub-based solutions instead of website-based solutions.

Question 5

When advertisers pay each time an engagement takes place online it is known as cost per action (CPA)

Question 6

When it comes to SNS involvement, the second level of involvement entails online ads that incorporate user interactions that the consumer has agreed to display and to share.

Question 7

Social media is unique in that it incudes paid, owned, and earned media.

Question 8

Mobile and social media are becoming increasingly popular in the direct response space because of their geo-location capabilities.

Question 9

Short-form broadcast direct response units are sold in 15-second increments while long-form units are sold in 30-second increments.

Question 10

Direct response advertising needs to pay out each time it runs, thus the creative units are a bit more involved when it comes to production.

Question 11

Direct response advertising is measured and priced based on a cost-per-engagement model.

Question 12

Wait marketing is often thought of as a sponsored ""flash mob.""

Question 13

Public space marketing is popular for advertisers because it catches consumers while they are waiting in line and have little else to do but engage with the message.

Question 14

Ambient media are OOH messages provided to consumers at a micro level.

Question 15

Depending on the type of campaign, those involved with WOM marketing may or may not disclose that they are being paid to promote the product.

Question 16

Just as a media buyer works with a television network, there are game networks that allow media planners to place brand messages in a number of different games through a single network.

Question 17

Ads that appear as an element within gameplay are known as in-game environment ads.

Question 18

Conversion rate is a common metric used to evaluate in-game advertising.

Question 19

Digital OOH, interactive kiosks, and and register coupons are all commonly used forms of personal in-store messaging.

Question 20

Cart America is one of the largest companies for in-store coupons.

Question 21

Real-time biding and programmatic ad buying are considered the future of digital.

Question 22

Radio is considred a very intimate form of advertising because consumers often listen to it alone in the car or at the gym.

Question 23

Radio offers promotional opportunities such as hosting announcers at off-site events known as ""Promos.""

Question 24

Ratings for radio are collected by Nielsen in the exact same way as television ratings.

Question 25

One of the main advantages of consumer magazines is flexible scheduling with issues typically offered weekly and monthly.

Question 26

Business magazines are typically structured by industry vertical (a job function across many industries) or horizontal publications (everything within one category)

Question 27

Newspapers are no longer struggling to gain an equitable revenue balance between advertising and subscription rates.

Question 28

When an advertiser fails to earn the discounted rate in a newspaper, they must pay the difference in costs which is know as an open rate.

Question 29

In outdoor advertising, the standard buy is 100 GRPs over a 12-week period.

Question 30

Much like other media, outdoor is making the transition to digital by offering many different options for advertisers in the OOH space.

Question 31

In outdoor advertising, the short exposure time does not limit the breadth of the creative message being communicated.

Question 32

There are no legal restrictions with outdoor - none of the states in the US have bans on outdoor advertising.

Question 33

With directory paid inclusion, advertisers purchase keywords and when their keywords match a user search they are featured on the SERP.

Question 34

In the search engine marketing arena, the key player is Bing which accounts for about 2/3 of all online searches.

Question 35

Organic search results are also known as search engine optimization (SEO)

Question 36

Nielsen NetRatings focus on many digital measurements including mobile and social media.

Question 37

Blind networks offer two types of advertising online: run of site (ROS) and site-wise advertising.

Question 38

CPM and CPC are the two common measurements used to evaluate online advertising.

Question 39

In-game advertising is a highly standardized business so it is easy for any type of brand to integrate this advertising into their media plans.