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APR Final Practice Questions

by: Kate Steiner

APR Final Practice Questions 211

Marketplace > 211 > APR Final Practice Questions
Kate Steiner
GPA 3.3

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APR Final Practice Questions
Intro to Advertising
Dr. Joseph Phelps
Study Guide
APR, 221, Phelps
50 ?




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This 2 page Study Guide was uploaded by Kate Steiner on Tuesday May 3, 2016. The Study Guide belongs to 211 at a university taught by Dr. Joseph Phelps in Spring 2016. Since its upload, it has received 121 views.

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Date Created: 05/03/16
APR Final Practice Questions & Answer Key *Approx. 70% of the questions will be on material learned SINCE exam three, and  approx. 30% will be on material covered on the first three exams, this is reflected in this  set of  practice questions. 1. What is localization? 2. What is standardization? 3. What is reach? 4. What is frequency? 5. What is the average quarter hour aka “AQH?” 6. What is cumulative audience aka “cume?” 7. What is an “open rate” in newspaper? 8. If a newspaper ad is 4 columns wide and 5 inches long, what is the cost of the ad? 9. What is the most expensive page to put an ad on in a newspaper? 10. What is TVHH? 11. What is HUT? 12. What is a share? 13. What is rating? 14. What is equation to find rating? 15. What is puffery? 16. What is corrective advertising? 17. What is a fixed fee? 18. What are the three functions of objectives? 19. What is “Transformational Advertising?” 20. What is “obfuscation?” Answer Key 1. Localization—To tailor different advertising approaches for each country/region. 2. Standardization—To use the same basic advertising approach everywhere the  organization is trying to market its product or service.   3. Reach—The number of different people or households exposed to any advertising schedule during a given time period a. Can be expressed either as a percentage of the target audience that has  been exposed to the message or as a raw number 4. Frequency—refers to the number of times an advertising message reaches the  same person or household 5. Average Quarter Hour (AQH)—The average number of people who are listening  to a specific station during a given 15­minute period of time 6. Cume—Cumulative Audience—The total number of different people listening to  a radio station for at least one 15­minute segment over the course of a given week, day, or day part. 7. Open Rates—the more space you buy over time, the lower the rate will be 8. Price per column inch=$400.  If the ad is 4 columns wide and 5 inches long the  width (4 columns) 9. The back page 10. TVHH= TV Household.  The number of households in a given area that own TV  sets. 11. HUT= Household using TV.  The number of households in a given area that have  one or more TVs turned on at a particular time. 12. Share—Percentage of households using TV that are tuned into a specific program 13. Percentage of TV Households in an area that are tuned into a particular program.   14. Rating = # tuned into a specific station/TVHH X 100 15. Puffery: an exaggerated subjective statement that probably would not be taken  seriously by the ordinary consumer 16. Corrective advertising: Creating entirely new ads in order to correct the  misperceptions created by the earlier deceptive ads 17.  Fixed fee: when agency and client develop an understanding of exactly  what work the agency is to do and exactly what they will be paid for their  work 18. Three functions of good objectives?   Coordination and communication  Decision making  Evaluation of the campaign 19. Transformational advertising: Advertising that connects the emotions felt while  watching the ad with the brand so that the consumer experiences the same  emotions when the product is used. 20. Obfuscation—to make confusing


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