Exam 3: A Comprehensive Guide to Advertising Strategies and Metrics

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

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

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

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

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

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

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.

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.

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

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

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

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

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

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

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

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

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

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

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.

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