Final Exam Study Guide

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Final Exam Study Guide

Advertising, Media

Study Guide
Washington State University
Comstrat 380 - (ADVER) Advertising Principles and Practices

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Comstrat 380 1st Edition Exam # 3 Study Guide Lectures: 17 - 25 Lecture 17 key print media characteristics include more information, richer imagery, and longer messages than broadcast media Print is often used to generate cognitive responses, more flexible, less fleeting, more engaging when targeted to special interest audiences, can engage the senses of sight, touch and smell Newspaper’s primary function is news, making it useful for ads announcing sales, events, other news; Newspaper are a local, mass media Lecture 18 Two types of newspaper advertising a. Classified a. Advertising by individuals to sell their personal goods and advertising by local businesses b. Supplements a. Magazine-style publications inserted into newspapers b. A free-standing insert (FSI) is a preprinted ad and inserted for free The magazine industry: has weathered the recession and changing media environment relatively well, E-editions or Zines- online versions of traditional magazines, represent the greatest growth area Types of magazines: a. Consumer magazines i. Aimed at consumers who buy products for personal use b. Business magazines i. These target business readers ii. Examples: 1. Trade papers 2. Industrial magazines 3. Professional magazines c. Controlled circulation i. Traditional delivery through newsstand purchases or home delivery via the US postal service d. Uncontrolled circulation i. Nontraditional or free delivery to specific audiences: 1. Hanging baggedcopies or doorknobs 2. Inserting in newspapers 3. Direct delivery 4. Electronic delivery ii. Premium positions: back cover, inside convers iii. Double-page spread: two ad pages face each other iv. Bleed page: color goes to edge of the page v. Gatefold: more than two connected pages that fold in on themselves vi. Advertorial: ad page or section that looks like editorial vii. Multiple-page photo essay viii. Fractional page space: vertical or horizontal half-page, half-page double spread Lecture 19 Ads are bought in terms of the time (seconds, minutes) a. Dayparts i. Audiences are grouped by the time of day when they are most likely to be listening i. Coverage: the number of homes able to pick u the station, tuned in or not ii. Ratings: measure percentage of homes actually tuned into station iii. The Arbitron Ratings Company: estimates audiences for some250 markets in US i. Network Radio Advertising a. Group of local affiliates connected to one or more national networks b. Growth has contributed to increase the syndicated radio j. Spot Radio Advertising a. Advertiser places ads with an individual station, not a network b. Messages can be tailored for particular audiences c. Flexibly in content, timing and rates k. Syndicated Radio Advertising a. Offers advertisers of high-quality, specialized, and original programs b. Advertisers value the high level of audience loyalty Lecture 20

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