IMC Promotional Tools

22 important questions on IMC Promotional Tools

What is a media planner?

The person who formulates the media program stating where and when to place advertisements.

What is media buyer?

The person who buys the media space, and negotiates rates, times and schedule for ads.

What is a spot ad?

A one time placement of a commercial on a local television station.
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What is OTS- opportunities to see?

The cumulatice exposures to an advertisement that are achieved in an given time period.

What is a GRP's Gross rating points?

A measure of an impact of an media plan.

What is CPM cost per thousand?

The cost of reaching 1000 members of media vehicles audience.

What is a CPRP- Cost per rating point?

A measure of efficiency of a media vehicle relative to a firms target market.

What is a weighted CPM?

A measure used to calculate whether an advertisement reached the target market effectively.

What are gross impressions?

The number of total exposures of the audience to an advertisement

What is the intrusion value?

The ability of media to intrude upon a viewer without his or her voluntary attention.

What is an effective frequency?

The number of times a target audience must be exposed to a message

Name two advantages of tv advertising?

High reach, low cost per contact

Name two disadvantages of tv advertising?

High level per clutte, high cost per ad

What is SEO-Search engine optimisation?

The process of increasing the profitability of a particular company website emerging from the search.

What are PErsonalised URLs (PURLs)?

Personalised web page-personal data

Name three types of mobile marketing?

-Display ads
-Search ads
-Text messages

What are 8 executional frameworks?

- Informative
- Slice of life
- Dramatization
- Demonstration
- Authoritative
- Animation
- Fantasy
- Testimonial

What are good spokespersons for an ad?

- Celeberties
- CEOs
- Experts
- Typical persons

What are the 5 source characteristics to make a spokespersons credible?

- Attractiveness
- Trustworthiness
- Similarity
- Expertise
- Likability 

What are 7 principles of effective advertising?

- Visual consistency
- Campaign duration
- Repeated tag lines
- Consistent positioning
- Simplicity
- Identifiable selling point
- Effective flow

What are solutions for ad clutter?

- Repetition
- Variability theory
- Multiply media
- Ads that gain attention
- Ads that relate to the target audience.

What are the 4 steps in creating an advertisement

- Creative brief
- Choose message strategy
- Choose appeal
- Design the executional framework
- Find a source or spokeperson

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