Exam 12: Traditional Media

The Secret Gallery is a unique gift and home accessories store that recently opened. The owners want to advertise their business and are looking for an advertising medium that will allow them to advertise frequently and at a low cost to women aged 18 to 45. They want to get the audience curious about the unique offerings and get them imagining the beauty they can expect when they visit the store. Based on this information, recommend the appropriate medium for advertising.

Discuss some out-of-home advertising vehicles that might be appropriate for this business.

________ includes advertising on outdoor billboards, buses, posters on walls, telephone booths and shopping kiosks, taxi signs, grocery store carts, blimps, and so forth.

Tim is working at a summer job selling advertising space for the campus telephone directory. Some of the businesses he calls on, even those that currently advertise in the directory, are reluctant because they don't see the benefit of advertising in this media vehicle. Provide some advantages of directory advertising that might help persuade these advertisers.

National advertisers sometimes buy local advertising on a city-by-city basis using spot buys.

At what level does A.C. Nielsen measure the television audience demographics?

Newspaper readership tends to be highest among older people and people with a higher educational level and lowest among people in their late teens and early twenties.

Which classification of business magazines presents stories and information about an entire industry?

Cable News Network (CNN), the Disney Channel, and the Entertainment and Sports Programming Network (ESPN)are examples of independent superstations.

Which type of billboard is normally created onsite and can even be painted on the sides of buildings, roofs, and natural structures, such as the side of a mountain?

________ refers to billboards along streets and highways, as well as posters in other public locations.

WTBS-Atlanta, WGN-Chicago, and WWOR-New York are all independent television stations whose programs are carried by satellite to cable operators; they are known as ________.

Which technology allows a magazine to print personalized messages on ads or on inserts?

The media plan also calls for magazine advertising, and the creative execution will have the color extend to the edge of the page. What type of page will Allison need to purchase?

Interactive television creates the opportunity for ________.

Explain how directory advertising is different from brand-image advertising.

To announce the expansion of a Louis Vuitton flagship store in the center of Hong Kong's luxury shopping district, the marketer made a building resemble an LV hard-case canvas trunk, with brass fittings and a cherry monogram print from the summer collection. The 3D ad is 26 feet high and 151 feet by 59 feet wide. Describe the type of advertising medium this represents and the advantages of it.

Selective binding allows a magazine to print personalized messages directly on ads or on inserts.

________ combines information on subscribers kept in a database with a computer program to produce magazines that include special sections for subscribers based on their demographic profiles.

The outdoor board on the side of the highway with the message telling drivers that the Holiday Inn Express is at the next exit best illustrates which advantage of outdoor advertising?