Exam 12: Traditional Advertising Media

Which of the following is a strength of newspaper as an advertising medium?

A limitation of magazine advertising is _____.

A provider of national radio network ratings is _____.

The Eastman Kodak company introduced a 30-minute _____ on TV to promote its new DC210 zoom digital camera.

The National Advertising Bureau has made great strides toward facilitating the purchase of radio time by national advertisers.

The best medium to leverage television advertising through the transfer of images is _____.

A strength of _____ advertising is its ability to avail itself of the reputations and the sometimes bigger-than-life persona of local personalities.

The medium that is best able to use humor as an advertising strategy is _____.

When an ad appears in any location,on any page,at the discretion of the newspaper,this is known as _____.

Consumers consider radio to be the most cluttered of all the media.

Infomercials account for nearly one-fourth of the programming time for most cable stations.

An advantage of radio advertising is short lead times.

Which is NOT a relative advantage of television advertising?

The judges on the reality TV show American Idol drink out of large Coca-Cola cups during the show.This is an example of _____.

Market Research Corporation of America provides cost per thousand information for many magazines.

From a national advertiser's viewpoint,what are the strengths and weaknesses of advertising in newspapers? Include in your answer the efforts that the newspaper industry has made to make newspapers more attractive to national advertisers.

In the advertising industry,magazines are referred to as _____.

Monica is the advertising director for a company that manufactures exercise equipment.She wants the advertisements to demonstrate the use of the products and generate excitement.She should use _____ advertising.

TV program ratings in local markets primarily use _____ to collect information regarding audience viewing habits and the composition of households that view particular programs.

The Standardized Advertising Unit (SAU)system makes it possible for advertisers to purchase any one of _____ standard ad sizes to fit the advertising publishing parameters of all newspapers in the United States.