Exam 13: Paid Media

Which is the largest category of radio advertising revenues?

Carla works in the student activities office of her university and was given the task of finding a way to better inform students of upcoming activities and events.It's a rather large university with a bi-weekly newspaper and student FM radio station.Give Carla some suggestions on how she might accomplish this objective.

Which of the following is NOT an advantage of digital displays over large roadside billboards?

Seasons is a new restaurant opening in town,and the owners know they should advertise to attract customers.Based on what you learned in this chapter,recommend some media options for this restaurant.

Which of the following is NOT a national,over-the-air television network in the United States?

Newspaper readership is always larger than circulation.

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

________ relies on listener support and corporate sponsorship for most of its funding.

Internet Protocol television (through a computer,phone,or Roku)creates the opportunity for ________ television.

Why would an advertiser likely have to pay more to place an advertisement on the back cover of a magazine than on a page in the middle of the same magazine?

Newspapers are primarily used by advertisers trying to reach a national market.

Some have predicted that,in the future,television will allow consumers to purchase products they see on a television show.For example,if you like the shirt a contestant is wearing on The Voice,you will be able to click on the shirt to follow a link to a website that allows you to purchase the shirt.When finished,you can continue viewing the program where you left off.What type of television delivery system or program option does this represent?

Syndicated radio programs offer flexibility through their willingness to run unusual ads,allow last-minute changes,and negotiate rates.

Starbucks is interested in radio advertising and wants to reach consumers at the best time of day to get them to drive into a Starbucks location.Research has shown that 80 percent of consumers drink the majority of coffee before going to work or on their way to work.What daypart would you recommend Starbucks use to reach these consumers?

The extra-long,skinny ads running down the right or left side of a website are called ________.

Explain how over-the-top content is being delivered to former cable customers who have joined the trend of "cord-cutting."

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

Name and describe the three major types of radio advertising.

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 ________.

Through innovations in interactivity called ________,viewers can participate in online advertising or manipulate online ads by clicking or rolling over parts of the image.