Exam 12: Media Basics

Giving customers opt-in or opt-out options for receiving brand information digitally is an effective way to minimize ________.

Refer to the scenario below to answer the following questions. Suzanne and Shandra,longtime friends,share a love of animals and own an animal grooming business together.They own a small fleet of RV motorhomes outfitted with comfortable dog and cat grooming stations.On-the-Go Groomer's motorhomes come to clients' homes in the metro area to provide pet services instead of requiring pet owners to come to them.Suzanne and Shandra are pleased with their success,but both feel that they are not reaching enough potential customers.So far,they have relied on local newspaper advertisements and positive word-of-mouth to generate business.Suzanne said,"We have come so far and really have a great little business going.But I think we could become much bigger with the right plans in place." -How could Suzanne and Shandra use search marketing?

Explain the difference between the terms delivery and connection.

The percentage of the media audience exposed at least once to the advertiser's message during a specific time frame is known as ________.

Traditional media have seen a decline in advertising due to increased marketing budgets spent on which of the following?

Boomers are in their 30s and 40s and grew up with tape recorders and video games.

Four college roommates who were advertising majors are now in New York working in the advertising industry.John is a media planner,Carl is a media buyer,George is a media researcher,and they all work at the same advertising agency.Chuck works at a media buying company and jokes that he will be taking over all of their jobs.Describe how their jobs are different and why Chuck can make the joke he did.

In one promotional activity,MSN.com had actors dressed as butterflies skate around the streets of New York.What form of advertising media does this represent? Why do advertisers use it? Are there any drawbacks?

The term ________ refers to the ability of media planners to analyze the cost of a media buy relative to the size of the medium's audience.

Which medium is more multidimensional and interactive than the internet?