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Kleppners Advertising Procedure 18th edition Ron Lane, Karen King - Solutions
What are the primary advantages of radio to advertisers?
What is spot radio?
What is the role of radio networks?
Who are the listeners of AM radio? What do they listen to?
Where do most advertisers obtain radio audience information?
What is the difference between an AQH Rating and a Cume rating?
What are some of the factors that have eroded the local newspaper advertising base?
What are the primary advantages of newspaper magazine supplements?
What is the primary difference between the short rate and rebate?
Contrast zoned editions and total market coverage programs.
In what area have newspapers been most successful in achieving standardization?
What are three major categories of newspaper advertising and how much advertising revenue does each account for?
What are the two major problems in newspapers gaining national advertising?
Two of the major concerns of the magazine industry are costs and selectivity. Explain.
What are vertical and horizontal publications?
Why would an advertiser want to use both television and magazines?
What are some qualitative features of importance to magazine advertisers?
Contrast full-run and partial-run magazine editions.
What is selective binding?
What is the role of negotiation in setting magazine advertising rates?
Contrast circulation and readership in magazines.
What are the major competitors for business magazines?
What has been a primary method for business magazines to extend their services and increase profits?
Why is a diversity of product categories important to the outdoor industry?
Why has the term out-of-home replaced outdoor?
What are the primary categories of out-of-home advertising?
What is the function of TAB?
Why has transit advertising grown significantly in recent years?
What are the primary uses of outdoor for most advertisers?
What are the major advantages of the eight-sheet posters?
What are the major disadvantages of outdoor posters?
What have been some of the major factors causing the growth of direct-response advertising?
What is direct marketing?
What are the fastest growing forms of advertising in digital media?
What is a major obstacle to mobile advertising?
In what ways can marketing effectiveness be measured in digital media?
What steps have been taken to improve the image of direct-response advertising?
What role does database marketing play in direct-response advertising?
What is the key element in direct mail?
What is the difference between a list broker and a list manager?
Contrast sales promotion and advertising.
What is the primary disadvantage of sales promotion?
What are the major advantages and disadvantages of event marketing?
What are the primary purposes of co-op advertising?
What is the primary regulation of co-op?
Why is point-of-purchase advertising so important to many advertisers?
Why are sociology, psychology, and anthropology important to advertising?
What kind of research is used in advertising execution development?
What is the role of the account planner?
What is neuromarketing and how is it used by some advertisers in advertising development?
How are focus groups used in advertising research?
How can advertisers use psychological appeals?
What's the purpose of the headline?
What is the purpose of amplification?
What is meant by "copy style"?
What are the characteristics of an effective slogan?
What is time famine?
What is the big idea?
What is the executional idea?
What do art directors and copywriters do?
What are the basic means of attracting attention?
What is a comp?
What are stock photos?
Differentiate among the three basic printing processes.
What is a digital file?
What is continuous-tone copy?
What is line art?
What are color separations?
What colors are used in four-color printing?
When is a laminate/adhesive proof used?
What is an in-page video?
Discuss pre-roll.
What does a "preditor" do?
What is the purpose of a storyboard?
Who attends the preproduction meeting?
Why is radio called the theater of the mind?
Briefly summarize the elements of good radio commercials.
What is white space in radio?
Name four radio station programming formats.
What are the three main elements to writing commercial music?
What are the steps in radio production?
What is a trademark?
What is a service mark?
How can you lose a trademark?
What are the steps to putting a lock on the ownership of a trademark?
Name several marketing issues involved in packaging.
What is the basic purpose of an ad campaign?
What is ad continuity?
What is involved in the situation analysis?
What are some of the means of guaranteeing continuity in a campaign?
What are some of the advantages and disadvantages of the Internet in international marketing?
How do legal restrictions effect the execution of multinational marketing?
Discuss the marketing concept in terms of global marketing.
What are some of the potential advantages and disadvantages of free trade agreements?
Discuss the importance of cultural considerations in executing international advertising.
Discuss some of the primary means of entering foreign markets by U.S. firms.
Discuss the role of product development in meeting the demands of both international marketing and the U.S. ethnic population.
What effect has cultural assimilation had on American marketing?
Discuss advertising research as a tool for overcoming ethnic stereotyping.
Compare and contrast the social and economic issues involved in the practice of advertising.
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