Exam 8: Media Basics and Print Media

Which of the following is NOT considered an advantage of advertising in newspapers?

One characteristic of newspapers is that they can target specific consumer groups through special interest newspapers, special interest sections (i.e., business, sports, lifestyle), and advertising inserts delivered only to particular zip codes or zones. This characteristic is known as ________.

The emergence of the Internet as a mechanism for delivering a newspaper is threatening to make printed newspapers, and thus the advertising within them, obsolete.

Describe how outdoor advertising space is purchased.

The Internet is proving to be a real threat to the existence of printed magazines.

What form of newspaper advertising is by individuals to sell their personal goods and advertising by local business?

MINI-CASE Allison works in the media department of a major advertising agency that has several national advertisers as clients. Her responsibilities include identifying specific media vehicles, such as TV programs, newspapers, magazines, or radio programs and stations for their clients' advertising, negotiating the costs to advertise in them, and handling the details of billing and payment. Although one of their major clients advertises primarily in magazines, the media plan calls for the use of newspaper advertising as well. -Refer to Mini-Case. What is Allison's job function?

Explain what is meant by the term media vehicle, and give an example for each major advertising medium.

Which size of newspaper consists of five or six columns, each of which is about 2 inches wide and has a length of approximately 14 inches?

Media buyers must be aware of how mass media is changing. What are the 5 trends discussed in The Future of Media in Advertising in the Part 3 introduction?

Rank the following media from most to least ad spending in 2003: outdoor, television, directories, magazines, newspapers, radio, and Internet.

Which of the following is NOT an advantage of outdoor advertising?

Newspapers can be classified by three factors: frequency of publication, format and size, and circulation.

Dole, the fresh banana, juice, and canned fruit company, began testing a glossy magazine, Dole Fresh Choices, in the banana section of a grocery store in Houston and has plans for more widespread distribution. The magazine offers women-targeted articles on health and nutrition. Which magazine classification best describes this magazine?

Which of the following is NOT a way to classify magazines?

The standard size of newspaper, which is usually 8 columns wide and 300 lines deep, or 22 inches deep by 14 inches wide, is known as ________.

The ________is the most important change that has occurred over the last twenty years discussed in Media Explosion in A Matter of Practice.

What is the issue discussed in the "Hands-On: Next Month's Magazine Issue: Credibility" case at the end of chapter 8?

MINI-CASE Haley and Lauren, who recently graduated with MBAs, are opening a new shoe boutique, called The Pampered Soul, in Hattiesburg, Mississippi, which is classified as a Metropolitan Statistical Area (MSA) with more than 100,000 people, and it's also home of The University of Southern Mississippi. They will offer national brands of shoes that are not available in the department stores in the mall, and their primary target market will be women ages 18 to 35. They've rented a location on the main street in front of the USM campus. The owners realize that most of their business will come from a five-mile radius and want to limit their advertising to those potential customers. They have a modest budget for advertising, so they want to get as much out of it as they can. -Refer to Mini-Case. Haley and Lauren recall learning something in their marketing class about an arrangement between manufacturers of national brands and local businesses with respect to advertising. Name and describe this arrangement.

The two sizes of printed posters are 8 sheet and 20 sheet.