Exam 12: Paid Media

Dole-the fresh banana,juice,and canned fruit company-has begun testing a glossy magazine,Dole Fresh Choices,in the banana section of a grocery store in Houston and has plans for more widespread distribution.The magazine,targeted toward female customers,offers articles on health and nutrition.What type of magazine is this?

________ is the practice of maximizing the link between topics and brand-related websites in an effort to drive more traffic to a company's site.

Refer to the following passage to answer the questions below. Haley and Lauren, who recently graduated with MBAs, are opening a new shoe boutique called The Pampered Soul in Hattiesburg, Mississippi, which is classified as a Metropolitan Statistical Area (MSA) with more than 100,000 people. It's also home of The University of Southern Mississippi. Haley and Lauren will offer national brands of shoes that are not available in the department stores in the mall, and their primary target market will be women ages 18 to 35. They've rented a location on the main street in front of the USM campus. The owners realize that most of their business will come from within a five-mile radius and want to limit their advertising to those potential customers. They have a modest budget for advertising, so they want to get as much out of it as they can. -Haley and Lauren want to hold a special event for the USM college women in an attempt to get them into their store.Would advertising in the local newspaper be a good advertising medium to make them aware of the special event? Why or why not?

Seasons is a new restaurant opening in town,and the owners know they should advertise to attract customers.Based on what you learned in this chapter,recommend some media options for this restaurant.

According to a recent study led by the agency Publicis,which of the following formats is the most effective way to deliver video ads?

Which type of Internet ads burst open on the computer screen in front of the opening page of the website?

WDAM is a local television station in Hattiesburg,Mississippi,that airs programming provided from the National Broadcasting Company (NBC).This station has a contractual relationship with NBC in which it agrees to carry programming originating from NBC during a certain part of its schedule.WDAM is allowed to sell a small amount of time during this programming to advertisers wishing to reach the local market,but the station typically pays NBC 30 percent of the fees it charges for this local advertising.However,WDAM receives 15 percent of the advertising revenue paid to NBC by national advertisers.WDAM is known as a network ________.

A horizontal publication deals with a business function that cuts across industries.

What are the advantages of advertising through movie trailers?

Which of the following is NOT a main type of business magazine?

TiVo is a substantial threat to marketers because it allows consumers to skip commercials completely.

Refer to the following passage to answer the questions below. Haley and Lauren, who recently graduated with MBAs, are opening a new shoe boutique called The Pampered Soul in Hattiesburg, Mississippi, which is classified as a Metropolitan Statistical Area (MSA) with more than 100,000 people. It's also home of The University of Southern Mississippi. Haley and Lauren will offer national brands of shoes that are not available in the department stores in the mall, and their primary target market will be women ages 18 to 35. They've rented a location on the main street in front of the USM campus. The owners realize that most of their business will come from within a five-mile radius and want to limit their advertising to those potential customers. They have a modest budget for advertising, so they want to get as much out of it as they can. -Haley and Lauren want to make sure that customers know how to find their business.Which medium is most appropriate for providing consumers information on where to purchase the shoes they are looking for?

________ describes an approach to marketing that uses advertising driven by keywords that consumers use to search for information.

Refer to the following passage to answer the questions below. Allison works in the media department of a large advertising agency. Her biggest client is P&G, a major manufacturer of consumer packaged goods that spends billions on consumer advertising every year. Allison is putting together a media plan for P&G using a variety of media vehicles. -P&G is concerned that some of the controversial programming on television today hurts its brand's image if the company advertises during that type of programming.Allison suggests that P&G develops its own family-friendly programming,assuming the total financial responsibility for producing the program and providing the accompanying commercials.What form of television advertising would P&G be undertaking?

Movie theaters sell time at the beginning of their film showings for commercials called ________.

The extra-long,skinny ads running down the right or left side of a website are called ________.

An outdoor board with a showing of 85 in a suburban community reaches the same number of people as an outdoor board with a showing of 85 in an urban community.

One reason freestanding insert advertising is growing is because it allows advertisers greater control over the reproduction quality of the advertisement.

A banner ad that does not deliver a high level of response may still be effective in building brand awareness.

Which type of billboard is normally created onsite and can even be painted on the sides of buildings,roofs,and natural structures,such as the side of a mountain?