COMPONENTS OF ADVERTISEMEN S ONLINE ADVERTISING DIRECT MAIL

prudencecoatInternet and Web Development

Nov 18, 2013 (3 years and 4 months ago)

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COMPONENTS OF ADVERTISEMEN S

ONLINE ADVERTISING

DIRECT MAIL

PARTS OF AN AD


When the illustration (art
-
work) is eye
-
catching, it
attracts the reader's attention to the headline and copy.



White space is the blank space between the elements
of an
ad.




Business identification is the part of an advertisement
that identifies the advertiser and may include
additional information about the business.


AD COPY


Copy (text) that tells readers different ways they
can
use
the product is focusing on the product's uses.



If an advertiser gives factual information about the
product, the copy is focusing on the product's features.



Advertisers use statements such as "Only 3 days left" in
their copy to encourage readers
to take action
. Copy
that makes a general or specific statement about the
product is
making a claim
.


AD COPY


Copy is the
text

of an advertisement that delivers the
sales message. Because the product is so complex, its
features should be described in the advertisement's
copy.


A
slogan

is a
phrase

that is easy to remember. An
illustration
is a photograph, drawing, painting, or
graphic.
The
headline

is the text set in large type and
is usually positioned at the
top of an
ad
.


“You are in good hands with Allstate”

AD COPY

DIRECT
-
MAIL MARKETING


Effective direct
-
mail marketing campaigns typically
include a
call to action
, which is essentially an
incentive that encourages customers to respond and
take some action.



Unless the direct
-
mail marketing campaign is
extremely well planned and targeted at exactly the
right customers, it is likely
not to be highly cost
-
efficient.




DIRECT
-
MAIL MARKETING


Direct mail is
difficult to track
unless customers are
required to bring the ad/coupon to the business to
take advantage of a special offer/discount. Even then,
it is often difficult to determine all pertinent
demographics regarding the respondents.





DIRECT
-
MAIL MARKETING




To be successful, direct mail should be
BRIEF, not

detailed
. Customers should not have to spend a lot of
time reading/studying the mail. Instead, the mailer
should get its message across to customers as
simply

and
quickly as possible
.




DIRECT MARKETING




Direct marketing
can be targeted
to those
customers who are
most likely to buy
.
Examples of direct marketing include e
-
mail marketing, telemarketing,
mailshots
,
SMS, and social media.



Advertising, publicity, and sales promotion
CANNOT

be targeted to the extent of direct
marketing.



ONLINE ADVERTISING
-

BANNER
ADS


Most banner ads are
interactive
, which means they
involve
two
-
way communication
. Users are able to
click on the ad and be linked to the advertiser's home
page.



Users also may click on a portion of the ad to obtain
additional info.,
download coupons
or other specials,
or link to related sites.





ONLINE ADVERTISING
-

BANNER
ADS




Banner ads are
NOT

restrictive/selective because they
are available to all users who access the site. The ads
may, or may not, be productive depending on whether
or not they appeal to consumers.




ONLINE ADVERTISING


Advertising online is very similar to traditional
advertising and is intended to serve the same purpose.
The most common forms of online advertising are
banner ads, button, and pop
-
ups;
however,
sponsorships are gaining in popularity.






ONLINE ADVERTISING



When a business
sponsors a web site
, it pays for its
name, and often a message, to appear on the site.
Every time someone visits the site, they see the name
and are reminded of the business.



Hosting chat rooms is
NOT

an example of online
advertising.





ONLINE ADVERTISING


Many types of businesses in the sport/event industry,
including retailers, use online advertisements to
promote their products.



ONLINE ADVERTISING




For example, ski and snowboard enthusiasts are likely
to spend their leisure or vacation time on the ski and
snowboard slopes, which often have lodging facilities.



A
snowboard retailer
might place a banner ad on a
nearby
ski resort's
web site to promote its
snowboarding products with the goal of attracting the
snowboard enthusiasts to the store.


COMMON INTERESTS


Businesses are most likely to advertise on web sites
that have an
interest

in their products. A
tire

producer would likely advertise its products (tires) on
auto
-
racing
web sites such as NASCAR or the Sports
Car Driving Association.



COMMON INTERESTS




Because of their
common interest
in cars, auto
-
racing enthusiasts are more likely to pay attention to
automobile tire ads than are marathon runners, fitness
trainers, and tennis fans.


MULTIMEDIA MESSAGING SERVICES


Multimedia messaging services (MMS) allow
individuals and businesses to send rich
-
media
messages to cell phones. These messages may contain
text,
graphics, sound, and video.



Short messaging services (SMS) also allow individuals
and businesses to send messages via cell phones, but
SMS messages
only contain text

not images or
graphics.

MULTIMEDIA MESSAGING SERVICES




Since
Willmer's

Hotel wants to send brief videos in
these messages to customers' cell phones, it needs to
use the more sophisticated of the two types of mobile
messaging services

MMS.


TEXT MESSAGES WITH COUPONS


Currently, the mobile market is accustomed to
receiving text messages on their phones. Attaching a
coupon/discount

to the text message has been shown
to get
greater response
than messages without
coupons.



Rich media may be the future for mobile advertising,
but it's
NOT

there, yet. Cross
-
platform campaigns
indicate the message/advertisement will be used in
multiple media. Research indicates mobile ads are
more effective when they are designed specifically for
that medium, rather than for multiple media.


QUICK RESPONSE CODES


The evolution of the
smartphone

has provided
businesses with another way to connect with their
customers. Quick
-
response codes are similar to bar
codes but look like a matrix of boxes or squares.



Businesses often place quick
-
response codes in
newspaper/magazine ads and on signs or other printed
materials. Individuals use applications on their
smartphones

to scan the code. The code might contain
a URL to the business's web site or a coupon for
discounted merchandise or services.


MOTIVATE CUSTOMERS TO BUY


The electronic media include TV, radio, and the
Internet. Many sport/entertainment events appear on
the electronic media and are viewed by consumers
throughout the world.




This benefits the S/E industries because the coverage
motivates consumers to buy tickets to
events/merchandise. S/E industries often advertise on
the electronic media. S/E industries
DO NOT USE
electronic media to encourage athletes to participate
or to conduct worldwide research.


SELLING BROADCAST RIGHTS


One way that professional sport teams earn money for
their organizations is by selling broadcasting rights to
television networks, which air the games on television.



Sponsoring charitable events, participating in
merchandising programs, and promoting the games
on its web site are
NOT

revenue sources that involve
broadcasting sport events on television.


FANTASY SPORTS


Many professional sport organizations (e.g., NASCAR)
and media outlets (e.g., ESPN) are using
fantasy
sport games to attract fans to their web sites.
Because fantasy sports are so popular, they have
evolved into a growing industry.



Many entrepreneurs have started their own businesses
by offering different versions of fantasy sport games
and information sites that help the “owners” build
their dream teams.

HTML TEXT


To be indexed and included in search
-
engine results,
web sites must be search
-
friendly. They must be
visible to search engine spiders that travel the Internet
and store data about different web sites.



Search engine spiders are most likely to see and index
web sites consisting of HTML text properly. HTML
(Hypertext Markup Language), is the language
generally used for encoding documents posted to the
World Wide Web.

HTML TEXT



Although some spiders can see non
-
HTML content,
most do not see Java applets, Flash files, or images
accurately.



Web sites that consist mainly of non
-
HTML files are
unlikely to be ranked highly in search
-
engine results

if they are included in the search
-
engine results at all.


REVIEW


72.

Which of the following statements
regarding direct
-
mail marketing campaigns
is true:



A. They should contain detailed data



B. They are highly cost
-
efficient



C. They are easy to track



D. They should include a call to action



73 74 75 76 77 78 79 80 81

72.

Which of the following statements
regarding direct
-
mail marketing campaigns is
true:



A. They should contain detailed data



B. They are highly cost
-
efficient



C. They are easy to track



D. They should include a call to action











73.

Which of the following best enables
marketers

to target

specific groups of customers
so that the marketers can focus their promotional
efforts to get the best results:



A.

Advertising



B.

Direct marketing


C. Publicity


D.

Sales promotion

73.

Which of the following best enables
marketers

to target

specific groups of customers
so that the marketers can focus their promotional
efforts to get the best results:






A. Advertising

B. Direct marketing

C. Publicity

D. Sales promotion



74.

Which of the following is a characteristic of
most online banner advertisements:


A. Productive


B. Restrictive


C. Selective


D. Interactive

74.

Which of the following is a characteristic of
most online banner advertisements:


A. Productive


B. Restrictive


C. Selective


D. Interactive



75. Which of the following is an example of
online advertising:


A. Hosting chat rooms


B. Providing information


C. Sponsoring a web site


D. Giving away gifts




75. Which of the following is an example of
online advertising:


A. Hosting chat rooms


B. Providing information


C. Sponsoring a web site


D. Giving away gifts




76. Which of the following types of sport/event
businesses would be most likely to place an
advertisement on a ski resort’s web site?


A. Shoe manufacturer


B. Snowboard retailer


C. Cross
-
training equipment distributor


D. Rock
-
climbing boot retailer





76. Which of the following types of sport/event
businesses would be most likely to place an
advertisement on a ski resort’s web site?


A. Shoe manufacturer


B. Snowboard retailer


C. Cross
-
training equipment distributor


D. Rock
-
climbing boot retailer





77. A tire producer is most likely to advertise its
products on a website that interests:


A. Fitness trainers


B. Marathon runners


C. Auto racing enthusiasts


D. Tennis fans






77. A tire producer is most likely to advertise its
products on a website that interests:


A. Fitness trainers


B. Marathon runners


C. Auto racing enthusiasts


D. Tennis fans






78. The part of a print advertisement that is
often noticed first by readers is the:


A. Business identification


B. Illustration


C. White space


D. Copy







78. The part of a print advertisement that is
often noticed first by readers is the:


A. Business identification


B. Illustration


C. White space


D. Copy







79. When Arm and Hammer advertises that its
baking soda gets rid of odors in refrigerators, its
ad copy is pointing out the product’s:


A. Uses


B. Producer


C. Price


D. Features







79. When Arm and Hammer advertises that its
baking soda gets rid of odors in refrigerators, its
ad copy is pointing out the product’s:


A. Uses


B. Producer


C. Price


D. Features







80. Advertising copy that states “only 3 days left”
is trying to:


A. Encourage action


B. Describe features


C. Identify benefits


D. Make a claim










80. Advertising copy that states “only 3 days left”
is trying to:


A. Encourage action


B. Describe features


C. Identify benefits


D. Make a claim












81. Computers are complex products and have
features that need to be explained. Which of the
following elements would be crucial to include in
an advertisement for a new computer:



A. Slogan


B. Headline


C. Copy


D. Illustration













81. Computers are complex products and have
features that need to be explained. Which of the
following elements would be crucial to include in
an advertisement for a new computer:



A. Slogan


B. Headline


C. Copy


D. Illustration























21. (2)

To generate excitement about its
newly remodeled facilities, Wilmer's Hotel plans
to send advertising messages to past guests via
their cell phones. Each message will contain a
brief video showcasing new features/services the
hotel offers. Which type of mobile messaging
service should Wilmer's use?



A. Complex messaging services (CMS)


B. Short messaging services (SMS)


C. Multimedia messaging services (MMS)


D. Digitized messaging services (DMS)
























21. (2)

To generate excitement about its
newly remodeled facilities, Wilmer's Hotel plans
to send advertising messages to past guests via
their cell phones. Each will contain
a video
showcasing new features/services the hotel
offers. Which type of mobile messaging service
should Wilmer's use?



A. Complex messaging services (CMS)


B. Short messaging services (SMS)


C. Multimedia messaging services (MMS)


D. Digitized messaging services (DMS)
















22 (2). Currently, which of the following mobile
advertising strategies has been most successful:





A. Rich media


B. Text message with coupon


C. Cross platform


D. Banner ad campaign
















22 (2). Currently, which of the following mobile
advertising strategies has been most successful:





A. Rich media


B. Text message with coupon


C. Cross platform


D. Banner ad campaign














23 (2). A business places a matrix on a promotional sign that
potential customers can scan with their
smartphones
. After
scanning the matrix, potential customers have digital “coupons” in
their
smartphones
, which they use to obtain discounted products
at the point of purchase. This form of mobile advertising involves
the use of:


A. Cable
-
network tags


B. Reverse
-
messaging features


C. Receipt
-
verification application


D. Quick
-
response codes














23 (2). A business places a matrix on a promotional sign that
potential customers can scan with their
smartphones
. After
scanning the matrix, potential customers have digital “coupons” in
their
smartphones
, which they use to obtain discounted products
at the point of purchase. This form of mobile advertising involves
the use of:


A. Cable
-
network tags


B. Reverse
-
messaging features


C. Receipt
-
verification application


D. Quick
-
response codes














25 (2). Sport/event industries often use the
electronic media to:




A. Conduct worldwide search


B. Attract advertising support


C. Encourage athletes to participate


D. Motivate consumers to buy














25 (2). Sport/event industries often use the
electronic media to:




A. Conduct worldwide search


B. Attract advertising support


C. Encourage athletes to participate


D. Motivate consumers to buy














26 (2).

How does a professional sport team
earn revenue when it permits its games to appear
on television?





A. Participating in merchandising programs


B. Sponsoring charitable events


C. Selling broadcast rights


D. Promoting the games on its web site














26 (2).

How does a professional sport team
earn revenue when it permits its games to appear
on television?





A. Participating in merchandising programs


B. Sponsoring charitable events


C. Selling broadcast rights


D. Promoting the games on its web site






































27 (2).

To attract fans to their web sites,
professional sport organizations, media outlets,
and entrepreneurs offer online simulations that
allow fans to build their own sport teams &
compete against other fans’ sport teams. The
growing industry is referred to as:




A. Online exchange


B. Data interchange


C. Game works


D. Fantasy sports






































27 (2).

To attract fans to their web sites,
professional sport organizations, media outlets,
and entrepreneurs offer online simulations that
allow fans to build their own sport teams &
compete against other fans’ sport teams. The
growing industry is referred to as:




A. Online exchange


B. Data interchange


C. Game works


D. Fantasy sports














84 (2).

Which of the following is most likely to
be visible to search engine spiders:




A. Flash files


B. Java applets


C. HTML text


D. Images














84 (2).

Which of the following is most likely to
be visible to search engine spiders:




A. Flash files


B. Java applets


C. HTML text


D. Images