ch 13

What are the benefits of broadcast advertising?

• Highly customizable

• Wide reach

• Instant measurements

• Annoying/intrusive

What are the advantages of TV advertising?

• Portable

• Wide reach

• Affordable

• Short messages

What are the disadvantages of radio advertising?

• Tight deadlines

• Audio only

• Short messages

• Geographic & linguistic limits

What are the classifications of internet advertising?

• Magazines, newspapers, newsletters, catalogs

• Billboards, flyers, brochures, banners

• TV, radio, print, outdoor

• Email, website, social media, search engine

What are the advantages of social media giants?

• Short messages

• Expensive

• Highly customizable/targeted

• Audio only

What are the costs associated with radio advertising?

• By viewership, time of day, level of sponsorship

• Varies widely by type

• Determined by target market

• By time of day & channel specs

What are the attributes to consider in campaign analysis?

• Costs, CPM, advantages, disadvantages

• Key message, product positioning/highlighted features, E/P/L

• Type of ad, quality, SWOT, ethics, creative strategy/style

• Geographic, demographics, behavioristic, psychographic

What are the benefits of email marketing?

• Highly customizable

• Expensive

• Short messages

• Audio only

What are the key metrics to measure the success of a social media campaign?

• Number of TV ads

• Number of radio ads

• Engagement rate, click-through rate, conversion rate

• Number of billboards

What are the disadvantages of print advertising?

• Highly customizable

• Geographic & linguistic limits

• Wide reach

• Instant measurements