Deck 4: Media Choices and Strategies for Direct Response and Alternative Advertising

Question 1

When it comes to integrating coupons into the campaign, the most obvious media choices for creatives are:

A)Outdoor
B)TV
C)Print
D)Transit
E)None of the above

Answer 1

C

Question 2

As Ad Age reported in 2012, the direct response slice of the advertising agency pie is approximately _________.

A)$5 million
B)$15 million
C)$5 billion
D)$10 billion
E)$2 million

Answer 2

C

Question 3

Direct response media is measured based on the transaction rather than the _________.

A)Frequency
B)Reach
C)Audience impressions
D)Continuity
E)Impact

Answer 3

B

Question 4

______________________ media is an interactive marketing system - it links the buyer and the seller directly and is the conduit for action.

A)In-store media
B)Alternative media
C)Guerilla marketing
D)Direct response
E)None of the above

Question 5

Geo-social networking sites are taking advantage of the _________ movement that focuses on local and social initiatives.

A)""So Lo""
B)""Lo So""
C)""Geo So Lo""
D)""Geo Lo""
E)None of the above

Question 6

When an advertiser pays for each time an application is downloaded by a user, they are using the ____________ method.

A)Cost per action
B)Cost per install
C)Cost per engagement
D)Cost per profile
E)None of the above

Question 7

A website that is generally created and maintained by an individual and which includes regular entries of commentary, descriptions of events, or other material such as graphics or video is called:

A)Review or opinion site
B)Blog
C)Network site
D)SNS
E)Geo-social network

Question 8

An example of a micro-blogging site which provides short messages primarily in text format would be:

A)Pinterest
B)Instagram
C)Flickr
D)Twitter
E)YouTube

Question 9

Social media represents a blending of traditional and digital media with a dose of _________ thrown in for good measure.

A)Referrals
B)Humor
C)Word of mouth
D)Recommendations
E)None of the above

Question 10

In social media, a representation of the user including name, image, and a list of interests is known as:

A)A web page
B)A profile
C)A smart list
D)A news feed
E)None of the above

Question 11

In-store media is no longer just in-store - the shopper is now _________ meaning they move seamlessly from in-store to online.

A)Multichannel
B)Omnichannel
C)Digital
D)Multimedia
E)Omnimedia

Question 12

Which of the following IS NOT a type of in-store marketing?

A)Mass in-store messages
B)Personal in-store messages
C)Sweepstakes
D)Loyalty programs
E)All of the above are in-store marketing techniques

Question 13

Which of the following IS NOT a key company associated with in-store signage:

A)Vallassis
B)CBS
C)FloorGraphics
D)SmartSource
E)Inverted Media

Question 14

All of the following are advantages of in-store media EXCEPT:

A)Short message exposure time
B)Capitalizes on impulse buys
C)Recency
D)Sales tracking
E)No restrictions on ad location

Question 15

Most direct response segmentation is based on the RFM method which takes into account the reach, frequency, and __________ characteristics of current customers.

A)Media
B)Monetary
C)Multimedia
D)Mass media
E)None of the above

Question 16

""Take ones"" and interactive kiosks would be considered what type of direct response media:

A)OOH
B)Directory
C)Broadcast
D)Print
E)Mail

Question 17

When advertisers purchase static ads to be shown in the game, for example as billboards in a stadium, this is known as:

A)Around-game environment
B)In-game environment
C)In-game immersive ad
D)Advergames
E)None of the above

Question 18

In 2013, Americans spent more than _______ on games alone.

A)$20 million
B)$10 million
C)$20 billion
D)$40 billion
E)None of the above

Question 19

When a game is designed around a particular product or service it is known as what type of game advertising?

A)Around game environment
B)In-game environment
C)In-game immersive ad
D)Advergames
E)None of the above

Question 20

All of the following are types of payment methods for gaming advertisements EXCEPT:

A)CPM
B)Cost per view
C)Cost per session
D)Cost per click
E)All of the above are accurate measurements of in-game ads

Question 21

Using banner ads, digital video ads or downloadable content are all considered what type of game advertising?

A)Around game environment
B)In-game environment
C)In-game immersive ad
D)Advergames
E)None of the above

Question 22

Half of Americans play a game at least once a __________.

A)Day
B)Week
C)Month
D)Quarter
E)Year

Question 23

Common metrics to use with alternative media include all of the following EXCEPT:

A)Impressions
B)Ratings
C)Response
D)Buzz
E)Conversions

Question 24

_____________ is characterized by delivering a message to a specific audience via a team either performing a service or distributing products at a specific venue.

A)Wait marketing
B)Ambient marketing
C)Street marketing
D)Public space marketing
E)None of the above

Question 25

When using ___________ you are recruiting individuals to use and promote a product to their family and friends, etc.

A)Paid word of mouth
B)Unpaid word of mouth
C)Ambient media
D)Wait marketing
E)Public space marketing

Question 26

All of the following are examples of types of wait marketing EXCEPT:

A)Removable stickers
B)Vet office video
C)Stenciled messages
D)Swizzle sticks
E)Post office video

Question 27

All of the following are considered types of alternative media EXCEPT:

A)Street marketing
B)WOM marketing
C)OOH marketing
D)Wait marketing
E)Ambient marketing

Question 28

Alternative media is synonymous with _________________.

A)In-store marketing
B)CRM marketing
C)Guerilla marketing
D)OOH marketing
E)None of the above

Question 29

Purchasing a 30-minute or longer block of time for a direct response ad is known as:

A)Long-form units
B)Short-form units
C)Paid programming
D)Network units
E)None of the above

Question 30

Integrating __________ strategies into your in-store marketing is now considered a must.

A)Push
B)Pull
C)Sponsored
D)Digital
E)Omnichannel

Question 31

According to Cisco Systems, about ______ of brand choices are made in the store.

A)0.5
B)0.6
C)0.75
D)0.8
E)0.9

Question 32

All of the following are advantages of outdoor advertising EXCEPT:

A)Cost effective
B)Reaches customers close to point of sale
C)Short message
D)Message available 24/7
E)Repitition

Question 33

In outdoor advertising, the standard buy is ______ GRPs over a _____ week period.

A)100 / 4
B)100 / 2
C)100 / 12
D)100 / 1
E)None of the above

Question 34

The largest circulation category for consumer magazines is:

A)Women's interest / Health and Beauty
B)Men's Fitness
C)Women's Fitness
D)Cooking
E)None of the above

Question 35

Newspapers are bought at different rates - when no discounts are available no matter how much advertising is purchased you are working with a ___________.

A)Short rate
B)Open rate
C)Flat rate
D)Circulation rate
E)None of the above

Question 36

All of the following are advantages of newspapers EXCEPT:

A)Timely
B)Hasty reading
C)Broad reach
D)Quick results
E)Complete coverage

Question 37

If you purchased an ad that was 12 columns high by 3 columns wide it would be a total of ___________ column inches.

A)15
B)36
C)24
D)12
E)None of the above

Question 38

Newspapers have two types of advertising available: classified ads and _________ ads.

A)Layout
B)Display
C)Push
D)Sponsor
E)None of the above

Question 39

Most newspapers are daily papers that are published at least _____ days a week.

A)3
B)5
C)4
D)7
E)6

Question 40

Radio does not develop _______ to the extent of other media vehicles.

A)Frequency
B)Reach
C)Impact
D)Continuity
E)None of the above

Question 41

When an on-air announcer uses a script to deliver an advertising message it is known as:

A)A live read
B)A produced spot
C)A donut
D)A sponsored post
E)None of the above

Question 42

One of the main advantages of radio is that it builds frequency of ____________ to the brand message.

A)Impact
B)Continuity
C)Exposure
D)Insertion
E)None of the above

Question 43

During produced radio spots there will often times be a period of silence in place for the announcer to ad commentary - this period of silence is known as:

A)A pause
B)A donut
C)A break
D)A ring
E)None of the above

Question 44

Most advertising for radio is purchased in large blocks to maximize ______________.

A)Reach
B)Continuity
C)Frequency
D)Impact
E)Recency

Question 45

All of the following are considered types of transit advertising EXCEPT:

A)Vinyl bus wrappers
B)Taxicab signs or placards
C)""Car cards"" inside buses
D)Sandwich boards
E)Posters inside bus stations

Question 46

Digital OOH displays are most commonly located in:

A)Stores
B)Sports arenas
C)Shopping centers
D)Restaurants
E)All of the above

Question 47

The two common payment methods for online display advertising are CPM and _____.

A)Cost per action (CPA)
B)Cost per click (CPC)
C)Cost per conversion (CPC)
D)Cost per intent (CPI)
E)None of the above

Question 48

The company that tracks online viewing of digital content similar to TV viewing is:

A)Google
B)Nielsen NetRatings
C)ComScore
D)ChartBeat
E)Pew Internet Report

Question 49

An online advertising network that offers run-of-site (ROS) and site-wise advertising is known as:

A)Vertical network
B)Blind network
C)Retargeted network
D)Targeted network
E)Horizontal network

Question 50

When you are using search-based or contextual advertising it is typically bought through what type of network?

A)Vertical network
B)Blind network
C)Retargeted network
D)Targeted network
E)Horizontal network

Question 51

The display funnel shown in lecture begins with awareness and ends with:

A)Interest
B)Intent
C)Consideration
D)Purchase
E)Conversion

Question 52

Consumers typically do a variety of online activities - including all of the following EXCEPT:

A)Directed activities (i.e. goal oriented)
B)Passsive activities
C)Social activities
D)Entertainment activities
E)None of the above

Question 53

When setting up your SEM advertising strategies, it is recommended to use a tool like ____________ to optimize your keyword selections for your brand.

A)Google Maps
B)Bing Maps
C)Google Keyword Planner
D)Google AdWords
E)None of the above

Question 54

The discipline of search engine marketing (SEM) includes both paid results and __________ results.

A)Relative
B)Organic
C)Simple
D)Plain
E)None of the above

Question 55

When advertisers purchase keywords in order to be included on the SERP when consumers search for those words they are purchasing what type of ad?

A)Directory paid inclusion
B)Paid placement
C)Unpaid placement
D)SEO
E)SEP

Question 56

Key players in the SEM arena include all of the following companies EXCEPT:

A)Facebook
B)Google
C)Bing
D)Yahoo!
E)None of the above

Question 57

A media placement tactic that promotes a brand's websites by increasing their visibility on search engine results pages (SERPs) is know as:

A)Search engine optimization
B)Search engine marketing
C)SERP marketing
D)Search engine placement
E)None of the above

Question 58

The average daily circulation for each market, including daily circulation of cars, buses, trucks, and pedestrians, is measured once a ______ in each market zone.

A)Week
B)Month
C)Quarter
D)Year
E)None of the above

Question 59

A purchase of 100 GRPs of outdoor advertising in intended to reach _____ of the local adult population with a frequency of slightly more than once a day for a 28-day period.

A)0.5
B)0.7
C)0.8
D)0.85
E)0.9

Question 60

All of the following were identified as types of radio EXCEPT:

A)Network radio
B)Satellite radio
C)Spot radio
D)Mobile radio
E)Online radio