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WorksheetsMarketing Management Study Guide EOPA (Promotion Part. II)
Total questions: 20
Worksheet time: 11mins
Identify the type of promotional media based on the example below:
Sports Illustrated and People Magazines
Print Media
Broadcast Media
Online Media
Specialty Media
Identify the type of promotional media based on the example below:
Television or Radio commercial
Print Media
Broadcast Media
Online Media
Specialty Media
Identify the type of promotional media based on the example below:
Ads on Facebook or Instagram
Print Media
Broadcast Media
Online Media
Specialty Media
Identify the type of promotional media based on the example below:
T-shirts or Car advertising the business
Print Media
Broadcast Media
Online Media
Specialty Media
Select the 3 basic questions advertisers must ask when selecting the proper media use for a company?
Does the type of media in consideration able to present the product and the company image appropriately?
Is the type of media able to target the appropriate target audience?
Does the type of media have the ability to achieve the desired response rate?
Does it appeal to customers?
Identify the part of the advertisement letter "A."
Headline
Copy
Illustration
Identify the part of the advertisement letter "B."
Headline
Copy
Illustration
Identify the part of the advertisement letter "C."
Headline
Copy
Illustration
Select the elements that the print advertisement meet.
An effective headline should attract the attention of the reader, select an audience, offer a benefit to the reader and lead to the illustration and the copy.
The headline and illustration are close together,
The headline is says dance which would get the attention of the target market
The copy is not in the active voice
Select the elements that the print advertisement meets or does not meet.
Illustrations should communicate to the reader what words are unable to do. A signature, or logo, is important in a print advertisement and should be obvious to the reader. The copy should be a call to action and be in active voice
The headline and illustration are close together
The picture is of dancers, the headline is about dancing and shows the product
There is no signature so it is not effective
Identify the characteristics of publicity.
Credible Message
No media costs
Business cannot control publication type
Business cannot control message
Business cannot control timing
The most important goal of publicity is to do which of the following for a company?
Increase image of firm
Inform consumers about an upcoming sale
Criticize competitors
Defend the firm’s products
True or False. When writing a news release the questions, who, what, when, where, why and how should be answered.
True
False
The copy in a print advertisement is the main selling message. What are factors that affect the copy in a print advertisement?
Product
Target audience
Promotional objectives of business
Media costs
The copy in a print advertisement is the main selling message. What are factors that affect the copy in a print advertisement?
Messaging
Legal considerations
Characteristics of ad
Objectives of ads
Put the following guidelines for effective copy in proper order:
a. Study the information
b. Prepare an outline
c. Write the first draft
d. Collect information
e. Generate ideas
f. Obtain feedback and rewrite or refine copy
g. Evaluate copy
D, A, E, C, G, F
C, A, E, D, G, F
F, A, E, C, G, D
A, D, E, C, G, F
Calculate the newspaper rate for a display ad for the AJC if the column inch rate is $25 and the advertiser wishes to have an ad that is 5 inches long by 6 columns wide.
(Rate X Length X Width)
$150
$600
$750
$800
What is the CPM or cost per thousand rate for a local community magazine ad that costs $600 and has a circulation of 8,000 readers?
(Rate X Cost per thousand/Readers)
$93.75 per 1,000 readers
$75.00 per 1,000 readers
$50.50 per 1,000 readers
$87.75 per 1,000 readers
For each type of advertising listed below, select a few factors that will affect the cost of using that particular medium.
A. Newspaper
B. Magazine
C. Online
How large the ad is – number of lines and columns
How large the ad is – ¼ page, ½ page, whole page. Color, etc
How large the ad is – banner on a page or side of page, etc
Time period on the radio such as morning rush hour, and length of ad
Time period on the television such as prime time (7 pm), length of commercial and number of times aired
For each type of advertising listed below, select a few factors that will affect the cost of using that particular medium.
A. Radio
B. Television
How large the ad is – number of lines and columns
How large the ad is – ¼ page, ½ page, whole page. Color, etc
How large the ad is – banner on a page or side of page, etc
Time period on the radio such as morning rush hour, and length of ad
Time period on the television such as prime time (7 pm), length of commercial and number of times aired
