Exam 12: Traditional Media

A(n)________ is a group of local affiliates connected to one or more national networks through telephone wires and satellites.

Which of the following is NOT a national, over-the-air television network in the United States?

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?

What are the advantages of advertising through movie trailers?

Outdoor advertising includes everything from billboards to hot air-balloons, including ads on buses; posters on walls, telephone booths, and shopping kiosks; painted semi-trucks; taxi signs; and skywriting.

Which of the following is NOT considered to be an advantage of advertising in magazines?

The beginning of the chapter describes the insurance company Aflac and the success of its advertising campaign. How did the company bring brand awareness from 12 percent to more than 90 percent and increase profits?

Broadcast media does NOT include which of the following?

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 recall learning something in their marketing class about an arrangement between manufacturers of national brands and local businesses with respect to advertising. Name and describe this arrangement.

Which of the following is NOT a main type of business magazine?

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 make sure that customers know how to find their business. Which medium is most appropriate for providing consumers information on where to purchase the shoes they are looking for?

Name and describe one of the three forms of network television advertising.

What form of newspaper advertising comes from individuals wanting to sell their personal goods?

Using ________, national advertisers buy local advertising on a city-by-city basis from local television stations.

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 thinking about advertising in the local newspaper, the Hattiesburg American, but they don't have a basic understanding of advertising in newspapers. Provide a brief overview of the types of advertising in newspapers, noting which would be most appropriate for them.

Radio is a highly segmented medium.

The outdoor industry uses a system based on impressions, which refers to a standard unit for space sales based on the opportunity a person has to see a particular outdoor board.

Dole, the fresh banana, juice, and canned fruit company, began testing a glossy magazine, Dole Fresh Choices, in the banana section of a grocery store in Houston and has plans for more widespread distribution. The magazine, targeted toward female customers, offers articles on health and nutrition. What type of magazine is this?

What advantages do the Yellow Pages bring to consumers and sellers?

________ can deliver the same radio stations, regardless of where the listener is in the continental United States.