Exam 12: Traditional Media

WLSU is the campus radio station at Louisiana State University. It is a nonprofit, noncommercial station that serves a small market (i.e., the university community), with a reach of three to five miles. WLSU provides a variety of music and informational programming, and all LSU student, faculty, and staff performances are broadcast on this station. With respect to the structure of the radio industry, WLSU is an example of ________.

________ refers to the number of homes in a geographic area that are able to pick up a radio station clearly, whether those homes are actually tuned in or not.

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

What form of newspaper advertising is the dominant form, can be any size, and can be placed anywhere in the newspaper except the editorial page?

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

Which of the following is NOT considered a disadvantage of radio advertising?

P&G is concerned that some of the controversial programming on television today hurts its brand's image if the company advertises during that type of programming. Allison suggests that P&G develops its own family-friendly programming, assuming the total financial responsibility for producing the program and providing the accompanying commercials. What form of television advertising would P&G be undertaking?

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

Allison learns that one magazine she is considering for P&G 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. What is this known as?

Normally, the largest unit of ad space that magazines sell is the ________.

What is the key difference between directory advertising and brand-image advertising?

A popular comedy show shown on NBC had a rating or 5.0 but a share of 9. Why are these two numbers different?

Aperture refers to knowing which of the following?

Participations are commercials that appear in the breaks between programs, which local affiliates sell to advertisers who want to show their ads locally.

Which of the following estimates the size of radio audiences for more than 250 markets in the United States?

Which type of billboard is created by designers, printed in sections, and then shipped to an outdoor advertising company which then applies the sections to the poster panel's face on location?

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

Communication directed at an audience that may not fit the advertiser's target market is called ________.

Explain three advantages and three disadvantages of advertising in magazines.

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