Exam 7: Print Media

Catalogs have become less vital and are not a useful productive format for direct response advertising.

Which of the following is not one of the five major categories of magazines?

Of all the media available for direct response advertising, direct mail can be the most selective and offers the most potential for personalization.

Postcards are the most read type of direct mail.

The characteristics of Sunday supplements include large circulation, flexibility and relatively _____ costs.

Direct mail costs usually include _______.

_____ mailings provide participants with opportunities to reduce mailing cost in reaching common prospects.

A _____ is an insert or page of a magazine that is created by the publisher to provide a numeric listing of advertisers.

Because magazines usually come out periodically - weekly, monthly, quarterly - they enjoy a relatively short life.

Since newspapers do not have the degree of selectivity most newspaper advertising messages are kept_____.