COMM 3360 Exam 1 Questions AND Correct Answers
Advantage/disadvantages of outdoor advertising. -
✔✔ADVANTAGES:
Good situation medium
Directional.
Brand reminder.
High impact - Creative Outdoor advertisements
Less expensive.
Long life
DISADVANTAGES:
Traffic moves quickly - short exposure time
Can't handle complex message - design must be simple
Characteristics of digital video advertising and its pricing
models: - ✔✔Digital video advertising allows for greater
interactivity than text-based banner ads.
Users can click-through from video to the product website &
buy products.
,Users are more receptive to "professional" videos than
amateur/user-generated videos.
shorter videos are more successful than longer ones.
Digital video advertising has the same disadvantage that
traditional advertising has: repeat and interrupt .
should be interesting and relevant to the audience
Regarding pricing models, Cost per Thousand ( CPT ) and Cost
per Click ( CPC ) are most often offered.
Characteristics of e-mail advertising: - ✔✔Level of "Intimacy"
with consumer
Once permission acquired (opt-in/not opt-out), companies
can build a continuous interactive relationship with
consumers.
relevance is key.
Most popular form of direct response marketing.
, (Miller, 2008): 35% of companies use EMAIL, 25% use direct
mail & 21% use package/statement stuffers/freestanding
inserts.
low price.
Can be sent to multiple people at once.
Can include Rich media in email.
Coupons: - ✔✔Usually for price discount.
Two types of coupons:
brand-sponsored coupon: Developed by advertiser and
directed towards its target audience.
distributor-sponsored coupon: Offered by both retailers and
manufacturers.
Consumers do not make a distinction between them. IMC
managers need to do it because the distributor- sponsored
coupon often harms the value of the brand.
Advantage/disadvantages of outdoor advertising. -
✔✔ADVANTAGES:
Good situation medium
Directional.
Brand reminder.
High impact - Creative Outdoor advertisements
Less expensive.
Long life
DISADVANTAGES:
Traffic moves quickly - short exposure time
Can't handle complex message - design must be simple
Characteristics of digital video advertising and its pricing
models: - ✔✔Digital video advertising allows for greater
interactivity than text-based banner ads.
Users can click-through from video to the product website &
buy products.
,Users are more receptive to "professional" videos than
amateur/user-generated videos.
shorter videos are more successful than longer ones.
Digital video advertising has the same disadvantage that
traditional advertising has: repeat and interrupt .
should be interesting and relevant to the audience
Regarding pricing models, Cost per Thousand ( CPT ) and Cost
per Click ( CPC ) are most often offered.
Characteristics of e-mail advertising: - ✔✔Level of "Intimacy"
with consumer
Once permission acquired (opt-in/not opt-out), companies
can build a continuous interactive relationship with
consumers.
relevance is key.
Most popular form of direct response marketing.
, (Miller, 2008): 35% of companies use EMAIL, 25% use direct
mail & 21% use package/statement stuffers/freestanding
inserts.
low price.
Can be sent to multiple people at once.
Can include Rich media in email.
Coupons: - ✔✔Usually for price discount.
Two types of coupons:
brand-sponsored coupon: Developed by advertiser and
directed towards its target audience.
distributor-sponsored coupon: Offered by both retailers and
manufacturers.
Consumers do not make a distinction between them. IMC
managers need to do it because the distributor- sponsored
coupon often harms the value of the brand.
