Exam 12: Traditional Media

Magazine rates are based on the readership of the publication.

Which of the following is NOT an advantage of advertising on television?

The two main types of audiences that magazines target are consumer and business audiences.

Nonprofit, noncommercial radio stations that serve a small market with reach of three to five miles that are not allowed to carry advertising are known as ________.

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

Directory advertising is described as ________ advertising because it tells people where to go to get the product or service they want.

________ provides webcasting, which is audio streaming through a website.

Ruth was watching public television and noticed that there were commercial messages. She always thought that public television was commercial-free. Is that correct? Explain your answer.

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?

In program sponsorships, the advertiser assumes the total financial responsibility for producing the program and providing the accompanying commercials.

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.

Business magazines target business readers and include trade papers, industrial magazines, and professional magazines.

Wendy's fast food restaurant wants to increase radio advertising in the metropolitan area of several major cities. Wendy's wants to advertise close to lunch and dinner times because it feels that consumers are already in their cars and will more likely drive into a Wendy's if they hear an ad around the time they are hungry. Wendy's is seeking to reach as wide of an audience as possible and intends to advertise on several stations within each area to do so. Considering the disadvantages of advertising on the radio, which one is most relevant in this situation?

Which of the following is NOT part of the structure of the radio industry?

Which of the following is a magazine-style publication inserted into a newspaper?

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 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 the reach of their newspaper advertising. They saw that the Hattiesburg American had very different numbers for readership and circulation. Why is that?

Name and describe the three major types of radio advertising.

WDAM is a local television station in Hattiesburg, Mississippi, that airs programming provided from the National Broadcasting Company (NBC). This station has a contractual relationship with NBC in which it agrees to carry programming originating from NBC during a certain part of its schedule. WDAM is allowed to sell a small amount of time during this programming to advertisers wishing to reach the local market, but the station typically pays NBC 30 percent of the fees it charges for this local advertising. However, WDAM receives 15 percent of the advertising revenue paid to NBC by national advertisers. WDAM is known as a network ________.

Explain the three main types of newspaper advertising.

A single or double page in a magazine can be broken into a variety of units called ________.