Exam 14: Advertising and Digital Communications

Outdoor advertising is especially effective for communicating quick and simple ideas, providing repeated exposure to a message, and promoting locally available products.

Market leaders are more likely to engage in comparative advertising.

Banners or advertisements that appear on a Web page that links to an advertiser's site are the least common type of advertising on the Web today.

The radio advertisements for Country Fresh Grocers state that the company is the "supermarket to the world." What type of advertising is this considered to be?

By definition, what is the communication objective of advertising?

Interactive advertising is closer to personal selling than it is to traditional TV and print advertising.

Missiles are online games created by marketers that promote products to targeted audiences in an interactive way.

Advertising often fails when the audience is not informed about how to purchase the advertised products.

What are marketing partners participating in when they share the cost of a promotional campaign that meets their mutual needs?

Coke and Pepsi feature nearly three dozen movie stars, athletes, musicians, and television personalities as spokespeople in their effort to increase cola sales.What is this called?

The development of the actual advertisement begins with the promotional theme that has been chosen by the marketers.

With respect to planning media schedules, the term reach refers to the number of different people or households exposed to an advertisement at least once during a certain time period, typically four weeks.

Message research assesses how well a particular medium delivers messages.

As long as companies vary the media used for promotional messages, measuring the effectiveness of promotion is usually NOT worth the expense.

Radio is less flexible, more costly per listener, and less segmented than target markets available through television.

Assessing promotional effectiveness starts with an evaluation of the different promotional options in an attempt to prevent mistakes before large monetary outlays are made.

Define reach and frequency.How do advertisers calculate gross rating point? Give a numerical example.

Which of the following is NOT an advantage of television as an advertising medium?

When a sports equipment manufacturer agrees to pay a portion of a retail sports chain's print advertisement, it is participating in interactive advertising.

Interstitials and advertorials are essentially the same thing EXCEPT that advertorials pop up in a separate browser window.