Exam 12: Traditional Media

In which type of network television advertising does the advertiser pay for 10, 15, 20, 30, or 60 seconds of commercial time during one or more programs?

Which of the following is NOT a type of advertising found within the local newspaper?

Cable News Network (CNN), the Disney Channel, and the Entertainment and Sports Programming Network (ESPN)are known as ________.

Rush Limbaugh is a conservative talk show host who 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?

A magazine page without outside margins, in which the color extends to the edge of the page, is called a ________.

________ measure(s)the percentage of homes actually tuned in to a particular radio station.

Which type of television advertising appears in the breaks between programs, which local affiliates sell to advertisers who want to show their ads locally?

Currently, there are six national, over-the-air television networks in the United States: ABC, CBS, NBC, Fox, WB, and UPN.

Lion's Choice restaurant is launching its first national newspaper advertising campaign. The ads will be placed in over 2,000 local, state, and national newspapers over six weeks. How can the company use the same advertisement for every newspaper?

Discuss three advantages and three disadvantages of advertising on television.

Although radio may not be a primary medium for most businesses, it does have excellent reminder and reinforcement capability.

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 want to hold a special event for the USM college women in an attempt to get them into their store. Would advertising in the local newspaper be a good advertising medium to make them aware of the special event? Why or why not?

The bulk of P&G's television advertising is 30-second commercials that air nationwide during several different programs every day of the week. What type of television advertising is this?

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

In which type of network television advertising does the advertiser assume the total financial responsibility for producing the program and providing the accompanying commercials?

A radio network is a group of local affiliates connected to one or more national networks through telephone wires or satellites.

Which of the following is NOT considered an advantage of advertising in newspapers?

P&G is a major producer of consumer coupons and prefers to deliver them to consumers through newspaper advertising. P&G is very concerned about the reproduction quality of the advertisements, wants to command more attention than just another ad in the paper, and wants to place different ads in different markets. Which type of newspaper advertising will meet P&G's needs?

Nontraditional delivery of magazines is referred to as ________, meaning the magazine is distributed free to specific audiences.

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.