Exam 12: Print Media

_____ advertising is a category of advertising that is found throughout a newspaper and generally uses illustrations,headlines,white space,and other visual devices in addition to the copy text.

_____ will find newspapers very inefficient because of the wasted circulation.

A company hired a celebrity to be a spokesperson for the company and developed a print advertising campaign featuring the celebrity.In the interim,it was discovered that the celebrity was involved in embarrassing behaviour.The company immediately dismissed him as a spokesperson.However,this spokesperson could cause serious embarrassment to the company if the organization had already negotiated with several magazines to run these ads.Which characteristic of magazines would be the major source of the problem?

The fact that most magazines are published for special-interest groups gives them a high degree of:

Because of the medium's ability to turn information around quickly and deliver a detailed message,many companies who provide critical services to consumers often choose to advertise in _____ to respond to natural disasters such as earthquakes or hurricanes.

One of the primary advantages of using magazines as an advertising medium is their:

Linn's Stamp News is a newspaper written specifically for stamp collectors and published monthly.It does not contain any information that would not be of interest to people who collect stamps.It is an example of a:

_____ describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places.

An advertiser might use an island ad as a way to:

New Balance's marketing research has shown that there are a large number of serious runners living in the western region of Canada.These individuals would be willing to pay over $100 for a pair of running shoes.To reach this market the best media option would probably be:

Traditionally,newspaper advertising space has been sold by the:

_______ are the most specialized of all advertising media.

Canadian Living and Chatelaine are magazines that offer advertisers _____ selectivity.

Many business magazines are sent free to individuals a publisher feels are appropriate members of a target audience and can influence purchases for products and services advertised in the publication.This is known as:

Selectivity,reproduction quality,creative flexibility,and prestige are all potential advantages of which advertising medium?

The primary research method of the PMB is:

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

What is the most prevalent advertising product category in consumer magazines?

When the advertiser allows its ad to be placed on any page or position the publisher desires,it will be quoted a(n)_____ rate.

Advertisers who want to achieve geographic selectivity in their magazine media schedule can do so by advertising in: