Question 1

The purchase of advertising by local advertisers is much more complicated than it is for national advertisers, who deal with a small set of options and price structures.

Accepted Answer

A) True 
 B)False

Question 2

If newspapers are to compete with other media they must do all of the following EXCEPT:

Accepted Answer

A) refrain from spending money on Web sites. 
B) continue to keep editors and reporters free from influence by the marketing department. 
C) introduce special sections that appeal to segments of readers who have been difficult to attract. 
D) focus on maintaining circulation numbers. 
E) aggressively seek national advertising dollars. 
A) refrain from spending money on Web sites. 
B) continue to keep editors and reporters free from influence by the marketing department. 
C) introduce special sections that appeal to segments of readers who have been difficult to attract. 
D) focus on maintaining circulation numbers. 
E) aggressively seek national advertising dollars.

Question 3

Media such as television and the Internet attract readers who no longer look to newspapers as their preferred vehicle for news and information. That change has contributed to the trend of declining ________.

Accepted Answer

The answer of Media such as television and the Internet...

Question 4

Comics were so significant that in 1895 the then-titans of journalism, Joseph Pulitzer and William Randolph Hearst, waged a war for ownership of the most popular cartoon of the day, "The Yellow Kid."

Accepted Answer

A) True 
 B)False

The purchase of advertising by local advertisers is much more complicated than it is for national advertisers, who deal with a small set of options and price structures.

If newspapers are to compete with other media they must do all of the following EXCEPT:

Media such as television and the Internet attract readers who no longer look to newspapers as their preferred vehicle for news and information. That change has contributed to the trend of declining ________.

Comics were so significant that in 1895 the then-titans of journalism, Joseph Pulitzer and William Randolph Hearst, waged a war for ownership of the most popular cartoon of the day, "The Yellow Kid."

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters

Exam 10: Using Newspapers

The purchase of advertising by local advertisers is much more complicated than it is for national advertisers, who deal with a small set of options and price structures.

If newspapers are to compete with other media they must do all of the following EXCEPT:

Media such as television and the Internet attract readers who no longer look to newspapers as their preferred vehicle for news and information. That change has contributed to the trend of declining ________.

Comics were so significant that in 1895 the then-titans of journalism, Joseph Pulitzer and William Randolph Hearst, waged a war for ownership of the most popular cartoon of the day, "The Yellow Kid."

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters