SEM I 3 - Quia



SEM I 3.03 & 3.04 Advertising & Direct Mail TITLE SLIDE

(2) PARTS OF AN AD - When the _____________ is eye-catching, it attracts the reader's attention to the ______________ and _______________. White space is the _________ space between the elements of an ad. Business identification is the part of an advertisement that ___________the advertiser and may include additional information about the business.

(3) AD COPY: Copy (text) that tells ______________ different ways they can ________ the product is ______________ on the product’s uses. If an advertiser gives ______________ info. About the product, the copy is focusing on the product’s _____________. Advertisers use statements such as “Only 3 Days Left” in their copy to encourage readers to __________ ____________. Copy that makes a general or specific statement about the product is _______________ a _____________.

(4) Copy is the text of an advertisement that delivers the sales _____________. Because the product is so ____________, its features should be described in the advertisement's copy. A slogan is a phrase that is easy to remember. An illustration is a ___________, drawing, painting, or graphic. The headline is the text set in ________ ___________ and is usually positioned at the ______ of an ________..

“You are in good hands with Allstate”

(6) DIRECT-MAIL MARKETING: Effective direct-mail marketing campaigns typically include a _______ to __________, which is essentially an __________ that encourages customers to respond and take some _________. Unless the direct-mail marketing campaign is extremely well planned and targeted at exactly the right customers, it is likely not to be highly ________________

(7) Direct mail is difficult to __________ unless customers are required to bring the ad or _______ to the business to take advantage of a __________ ___________ or discount. Even then, it is often difficult to determine all pertinent _______________ regarding the respondents.

(8) To be successful, direct mail should be ________, not detailed. Customers should not have to spend a lot of time _____________ or ______________ the mail. Instead, the mailer should get its message across to customers as simply and ____________ ____ ________________.

(9) Direct marketing can be targeted to those customers who are most __________ to _______. Examples of direct marketing include e-mail marketing, telemarketing, mailshots, SMS, and ________ __________. Advertising, publicity, and sales promotion _____________ be targeted to the _________ of direct marketing.

(10) BANNER ADS: Most banner advertisements are ______________, which means that they involve two-way ______________. Users are able to click on the ad and be ____________ to the advertiser's home page. Users also may click on a portion of the ad to obtain additional information, download ____________ or other specials, or link to related sites.

(11) - Banner advertisements are NOT _______________ or ________________ because they are available to ________users who access the site on which they appear. The advertisements may, or may not, be _____________ depending on whether or not they appeal to consumers.

(12) Advertising online is very similar to __________ advertising and is intended to serve the same purpose. The most common forms of online advertising are banner ads, button, and ____________; however, sponsorships are gaining in popularity.

(13) When a business ____________ a web site, it pays for its name, and often a __________, 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 ____________ _____________.

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

(15) For example, ski and snowboard _______________ are likely to spend their leisure or vacation time on the ski and snowboard slopes, which often have __________ facilities. A ______________ retailer might place a banner ad on a nearby ski resort's web site to promote its snowboarding products with the ___________ of _______________ the snowboard enthusiasts to the store.

SEM I 3.03 and 3.04 NOTES CONT

(16) COMMON INTERESTS: Businesses are most likely to advertise on web sites that have an _____________ in their products. A tire producer would likely advertise its products (tires) on ___________ web sites such as ____________ or the Sports Car Driving Association

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

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

Short messaging services (SMS) also allow individuals/businesses to send messages via ______ _______, but SMS

Messages ONLY contain __________ - not images or ___________.

19) Since Willmer's Hotel wants to send brief _________ in these messages to customers' cell phones, it needs to use the more _______________ of the two types of mobile messaging services—MMS.

20) TEXT MESSAGES WITH COUPONS: Currently, the mobile market is ____________ to receiving text messages on their phones. Attaching a coupon/discount to the text message has been shown to get _____________ _____________ than messages without coupons. Rich media may be the future for mobile advertising, but it's NOT there, yet. ________________ 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.

21) QUICK RESPONSE CODES: The evolution of the _______________ has provided businesses with another way to connect with their customers. Quick-response codes are similar to _______ ________ but look like a _________ of boxes or squares. usinesses often place quick-response codes in newspaper/___________ ads and on signs or other printed materials. Individuals use ____________ on their smartphones to scan the code. The code might contain a URL to the business's web site or a coupon for ____________ merchandise or services.

22) MOTIVATE CUSTOMERS TO BUY: The electronic media include TV, radio, and the Internet. Many sport/entertainment events appear on the _____________ ___________ and are viewed by consumers throughout the _________. This benefits the S/E industries because the __________ 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 ___________ to __________or to conduct worldwide research.

23) SELLING BROADCAST RIGHTS: One way that professional sport teams earn money for their organizations is by selling ______________ rights to television networks, which air the games on television. Sponsoring ___________events, participating in merchandising programs, and promoting the games on its web site are NOT _________ _____________ that involve broadcasting sport events on television.

24) FANTASY SPORTS: Many professional sport organizations (e.g., NASCAR) and ______ __________ (e.g., ESPN) are using _________ ___________ games to attract fans to their web sites. Because fantasy sports are so popular, they have ____________ into a growing industry. Many ___________ have started their own businesses by offering different versions of fantasy sport games and information sites that help the “owners” build their ________ ____________.

25) HTML TEXT: To be indexed and included in search-engine results, web sites must be _________________. They must be visible to search engine _____________ that travel the Internet and store data about different web sites.

Search engine spiders are most likely to see and ________ web sites consisting of HTML text properly. HTML (Hypertext _____________ _________________) is the language generally used for ___________ documents posted to the World Wide Web.

26) 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 ________ to be ranked _________ in search-engine results—if they are included in the search-engine results at all.

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