Exam 8: Media Basics and Print Media

Which of the following is a limitation of directory advertising?

Which of the following is NOT considered a disadvantage of advertising in newspapers?

Claire is training to become a media buyer at an advertising agency. Describe what she should know regarding daily and weekly newspapers and national advertisers' use of each.

Media buyers must be aware of how mass media is changing. Which of the following is NOT one of the 5 trends discussed in The Future of Media in Advertising in the Part 3 introduction?

Which company provides a syndicated study that annually measures readership profiles for newspapers in approximately 70 of the nation's largest cities, readership of a single issue, and the estimated unduplicated readers for a series of issues?

________ refers to the number of copies a newspaper sells and is the primary way newspapers' reach is measured and compared with the reach of other media.

What two factors must advertisers consider when deciding in which magazines to place ads?

A disadvantage of advertising in newspapers is that newspapers have a short life span because the ink rubs off and the paper is of low quality.

Which size of newspaper is considered the standard size?

________ implement the media plan by contracting for specific amounts of time or space.

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 want to hold a special event for the USM college women in an attempt to get them into their store. Would advertising in the local newspaper be a good advertising medium to make them aware of the special event? Why or why not?

________ involves implementing strategic decisions outlined in the media plan, such as where to advertise.

A media mix is the way various types of media are strategically combined in an advertising plan.

Newspapers obtain objective measures of newspaper circulation and readership by subscribing to the Auditing Bureau of Circulations (ABC) and/or MediaMark readership studies.

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. Allison learns that one magazine that she is considering for her client combines information on subscribers kept in a database with a computer program to produce magazines that include special sections for subscribers based on their demographic profiles. What is this known as?

The "Hands On" case at the end of the chapter discusses the boundary between editorial content and advertising in magazines. Discuss both sides of this issue.

The outdoor board on the side of the highway with the message telling drivers that the Holiday Inn Express is at the next exit illustrates which advantage of outdoor advertising?

What type of newspaper advertising can carry both national and local advertising and is usually full-color advertising inserts that appear throughout the week and especially in the Sunday edition of the newspaper?

Define media mix and media vehicle.

Which of the following is NOT a main type of audience that magazines target?