Marketing Communications & Advertising Flashcards

What is 'frequency' in media planning?

Answer: The number of times a target audience member is exposed to an ad during a campaign

Frequency measures how many times, on average, an individual in the target audience is exposed to an advertisement during a campaign.

Which type of advertising appeal focuses on logic, facts, and evidence to persuade consumers?

Answer: Rational appeal

Rational appeals use facts, data, and logical arguments to persuade consumers that a product or service meets their needs.

What is 'native advertising'?

Answer: Paid content designed to match the look and feel of the editorial content on the platform where it appears

Native advertising blends seamlessly with the surrounding content on a platform, making it less intrusive while still being paid promotional content.

What is the purpose of a 'media mix' in an advertising strategy?

Answer: Selecting the optimal combination of advertising channels to reach the target audience

A media mix is the strategic combination of advertising channels chosen to reach the target audience most effectively and efficiently.

Which of the following best defines 'share of voice' (SOV) in advertising?

Answer: A brand's advertising spend as a percentage of total category advertising spend

Share of voice measures how much of the total advertising in a category belongs to a particular brand, reflecting market presence.

What is 'geotargeting' in digital advertising?

Answer: Serving ads to users in specific geographic locations

Geotargeting delivers ads to users based on their geographic location, allowing marketers to reach relevant local audiences.