Exam 13: Paid Media

________ is seen by people riding inside buses,subway cars,and some taxis.

________ are small ads on other web pages that lure visitors to move to the advertised site.

You are looking up hotel rates on the internet.Alongside your search results,a message reads,"Stay at Holiday Inn and get a 25 percent discount!" This is an example of ________.

Satellite television is a form of ________ television.

What is User Interface design (UI)and why is it important to the designers of online ads?

Nonprofit radio stations that serve a small market with a reach of three to five miles are known as ________.

TiVo's capability to let users record a show and watch whenever they like is known as ________.

Advertisers who don't care where their ads run in the newspaper pay the nonpreferred-position rate (NPR).

A national advertiser would like to advertise more in newspapers,but there is a substantial rate differential between national advertisers purchasing the same ad size as local retailers.On average,the national advertisers must pay more than 60 percent more for the same space.What can a national advertiser do to avoid this rate differential?

A(n)________ is a special advertising page or section in a magazine that looks like regular editorial pages but is identified by the word "advertising" at the top.

Movie theaters sell time at the beginning of their film showings for commercials called ________.

A horizontal publication deals with a business function that cuts across industries.

Rush Limbaugh,a conservative talk show host,is heard on hundreds of radio stations around the country.Advertisers such as Select Comfort beds advertise on his program because of the high level of loyalty of his audience.Local radio stations purchase the rights to air his program on their stations.National advertisers can purchase advertising time from the program provider or the local station,and local businesses usually purchase advertising during this show from the local station.What type of radio advertising does this represent?

One alternative that allows a national advertiser to pay the local rate is co-op advertising with a local retailer.

How does on-demand programming differ from interactive television?

Television stations not affiliated with a network are known as independent stations.

In which type of radio advertising does an advertiser place an advertisement with an individual station?

Explain four advantages of advertising in magazines.

Refer to the following passage to answer the questions below. Haley and Lauren,who recently graduated with MBAs,are opening a new shoe boutique called The Pampered Soul in Hattiesburg,Mississippi,which is classified as a Metropolitan Statistical Area (MSA)with more than 100,000 people.It's also home of The University of Southern Mississippi.Haley and Lauren will offer national brands of shoes that are not available in the department stores in the mall,and their primary target market will be women ages 18 to 35.They've rented a location on the main street in front of the USM campus.The owners realize that most of their business will come from within a five-mile radius and want to limit their advertising to those potential customers.They have a modest budget for advertising,so they want to get as much out of it as they can. -Haley and Lauren are trying to figure out how many people will see their newspaper advertisements.They saw that the Hattiesburg American had very different numbers for readership and circulation.Why is that?

National advertisers are not heavy users of newspapers as an advertising medium because each paper has its own size guidelines for ads,making it impossible to prepare one ad that would fit every newspaper.