So long, COM 220

Which function would likely not be handled by a media buyer?

Which statement best explains why an advertiser should use OOH advertising?

Why would an advertiser use a mixed-media approach?

Why is frequency particularly important in regard to message-distribution objectives?

Which statement about writing radio copy is most likely true?

Using a well-known & respected spokesperson to rep a brand aligns with what tactic in the creative pyramid?

60% of television households had the opportunity to see a commercial 4 times over a 4-week period. What are the GRPs?

Which of these consumers is least likely to access websites?

This involves seeking a well-defined target market & entering an auction for the market that is automated by computers:

The overall orderly arrangement of the elements of an ad is known as a(n)

What is the focus of CRM programs?

The_______ of digital media creates opportunities for a mutually satisfying dialogue between advertiser and consumer.

What is the purpose of a brand development index (BDI)?

This kind of copy depends on wordplay, humor, poetry, rhymes, great exaggeration, gags, and other tricks or gimmicks.

Which statement about the category development index (CDI) is accurate?

Marsh...

What term refers to how an art director structures the artistic elements of an ad?

Which statement about media planning is true?

Which statement about a medium’s audience is accurate?

The COM 220 Final Exam will cover concepts discussed in book chapters 8-14, and consist of

What is most likely an advantage of using direct-mail advertising?

The name most synonymous with search engines is

A new business needs help with negotiating and contracting with the media, including print, spot TV, and network.

Under which component of message strategy would creatives find direction for their choice of words for an advertisement?

Companies that want to appear at the top of a consumer’s search results will strive for

Influencer marketing is said to begin with

The________ is a refined replica of the finished ad.

What advertising medium was hit especially hard by the COVID-19 pandemic & is still struggling to recover?

This is an inexpensive medium with creative flexibility, lengthy exposure, and high repetitive value.

1)Why do companies most likely use slogans?

The COM 220 Final Exam will be given online

What is an accurate description of reach?

Media objectives and strategies flow from the

The________ nature of the Internet has blurred the line between content creators and content consumers.

Emotional appeals work best with this kind of copy:

What does an outdoor advertiser buy when it buys a 100 showing?