Exam 12: Traditional Media

An arrangement between a national advertiser and a local retailer whereby the retailer buys the ad and then the manufacturer pays for half or a portion is known as ________.

Which company verifies magazine circulation numbers by auditing subscriptions as well as newsstand sales and also checks the number of delinquent subscribers and rates of renewal?

Rain Forest Car Wash wants to start advertising to increase its business. Rain Forest is looking for an advertising medium that will allow the company to advertise frequently yet still be affordable. Rain Forest also wants the capability to change messages to reflect current conditions that affect a car's appearance, such as the high level of pollen that settles on cars from one day to the next. Based on this information, which advertising medium would you recommend for this business?

One disadvantage of advertising on radio is lack of control, which means advertisers do not have much control over when their ads will air.

Public radio stations are considered noncommercial in that they rely on listener support for most of their funding and that no commercial support is allowed by law.

Which term refers to the percentage of viewers based on the number of television sets turned on?

Consumers are more likely to see transit advertising in an urban environment than in a suburban or rural environment.

The FCC allows Public Broadcasting System (PBS)stations to air commercial messages only during the local 2.5-minute program breaks.

Haley and Lauren want to learn more about the audiences of the local broadcast media in Hattiesburg. Name the companies that provide audience data for these media and explain how they collect this information.

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

Which company is an independent auditing group that represents advertisers, agencies, and publishers and verifies statements about newspaper circulation statistics?

One advantage of outdoor advertising is that it is easy for potential consumers to spot.

Newspapers, magazines, brochures, directories, and other printed surfaces are known as ________ media.

Advertisers who don't care where their ads run in the newspaper pay which rate?

What were some of the ways to ensure effective outdoor advertising discussed in Practical Tips?

An instrument that records what television shows are being watched, the number of households that are watching, and which family members are viewing is known as a(n)________.

Which advertising medium has been called the "theater of the mind"?

What technology allows users to record television programs without the hassles of videotape?

Commercials set to music are known as ________.

Laurie loves the car radio her husband gave her for her birthday because she spends hours on the road as a sales rep covering the entire southeast region of the United States. She is able to listen to the same station, regardless of where she is in the country, and the music stations are completely commercial-free. She has to pay a monthly fee for this programming, but to her, it's worth it. With respect to the structure of the radio industry, what kind of radio does this represent?