Exam 8: Media Basics and Print Media

The three main types of audiences that magazines target are consumer, business, and farm audiences.

Starch is the industry leader in readership measurements, measuring readership for many popular national and regional magazines and issues reports to subscribers twice a year covering readership by demographics, psychographics, and product use.

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. Discuss some out-of-home advertising vehicles that might be appropriate for this business.

How many different types of advertising are available to advertisers using newspapers as an advertising medium?

The pricing for newspaper advertising is sold based on the size of the space used, and the charges are published on ________, which is a list of the charges for advertising space and the discounts given to local advertisers and to advertisers who make volume buys.

Media-buying services are independent companies that specialize in doing media research, planning, and buying.

Frequency of publication, format and size, and circulation are ________.

Just over half of all newspapers use the broadsheet size.

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. Finally, Haley and Lauren want to make sure that customers know how to find their business. Which medium is most appropriate for providing consumers information on where to purchase the shoes they are looking for?

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. The media plan calls for placing ads in all the major newspapers in the southeastern United States. Because newspaper is primarily a local medium, Allison seeks the services of a professional to assist her in placing the buy with one order. What are the people or companies that sell space (in print) and time (in broadcast) for a variety of media known as?

One of the biggest challenges in developing a media plan is matching the advertiser's target audience with the audience of a particular ________.

Which of the following companies does NOT provide useful information to advertisers regarding magazines?

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. If the advertiser doesn't care where its ads run in the newspaper, what rate will Allison request for her client?

________ are people or companies that sell space (in print) and time (in broadcast) for a variety of media.

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. The media plan also calls for magazine advertising, and the creative execution will have the color extend to the edge of the page. What type of page will Allison need to purchase?

How has the information and communication technology contributed to the Media Explosion in A Matter of Practice?

Newspapers typically are available in which of the following two sizes?

In which medium did advertisers spend the most in 2003, 2004, and 2005?

Describe the media strategy used by Apple when launching the iPod.

One advantage of outdoor advertising is that it is a passive medium.