Quiz #2 Study Guide
Material from the following chapters may appear on the quiz: 8,
9, 10, 11, 12.
The following terms may be used in multiple choice questions or short
essay questions.
Chapter 8: Marketing and
Advertising Planning
Components of marketing plan
bottom up marketing
Importance of relationship in marketing: transactional, reactive,
accountable, proactive, partnership
Chapter 9: Planning Media
Strategy
What is media planning?
gross impressions
circulation
reach
frequency
continuity
CPM definition and calculate CPM given relevant data
ad scheduling tactics: continous, flighting, pulsing, bursting,
roadblocking, blinking
Chapter 10: Direct marketing,
personal selling and sales promotions
push and pull promotion strategies
buyback allowance
database marketing
direct marketing
free standing insert
premium
push money
sales promotion
slotting allowance
spiffs
trade advertising
trade deal
rebate
Chapter 11: Public Relations
feature article
institutional advertising
lobbying
press release
press media kit
public relations
publics in regards to public relations
sponshorship
house organ
community involvement
Chapter 15: Using Print Media
Advantages of newspaper advertisng
Advantages of magazine advertising
newspaper rate plans: flat, open, bulk, frequency, earned, run of
paper, preferred position, split runs
zoned editions
insertion order
circulation audit
controlled circulation
paid circulation
magazine closing date
rate card