Exam 13: Media Planning: Newspapers, Magazines, Television, and Radio

Most magazines base their advertising rates on a measurement referred to as controlled circulation.

An advertiser for a local retail chain wants to know the costs, closing times, and special features of the city newspaper selected as its main vehicle.The advertiser can find all of this by consulting the newspaper's paid advertising model.

Which form of television technology can block advertisements based on the program rating system, originally developed so parents could prevent their children from seeing inappropriate shows?

Today's newspapers have virtually lost their ability to offer the unique advantages to advertisers that they once did, such as geographic selectivity and timeliness.

What is the difference between ratings point and share of audience when measuring television audiences?

How is CBS, one of the three original television networks, dealing with ongoing changes in media and advertising?

For which of these potential advertisers is newspaper an excellent choice?

The text points out that magazines can still successfully attract audiences because of content, and some big advertisers prefer magazine advertising to television advertising.

When comparing the cost of radio and television advertising, which of the following is true?

What is called a space order at some magazine publishers is called an insertion order at others.

Scenario 13-1 A media buyer is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers.The ad encourages the purchase of space in a fast-growing magazine that reaches 12- to 18-year-olds girls.It invites media buyers to contact the sales department at the teen-oriented magazine for more information.She considers this, as she has a cosmetics manufacturer as a client who may benefit from this type of ad placement. -(Scenario 13-1) The agency has designed an ad using a high-quality illustration, so the client agrees to buy a full-page ad that uses the entire page, not just the space within the white border.The media planner should request the rate for

A confections manufacturer decides to create special holiday candies and needs to get its promotions out to the public in a hurry.For this reason, magazines are one medium that will not be considered.

Though they come with significant drawbacks, ____ offer magazine publishers the chance for subscription increase and a dynamic environment to attract advertisers.

The overwhelming advantage that magazines have over every other medium is their

A company imports exotic herbs and spices for cooking and wants to use television to reach a narrowly defined target market of people interested in the culinary arts.The company would be best advised to use

In light of declining circulation figures, newspapers will have to do a number of things to remain a viable advertising medium in the future.One way is to exploit their strongest role.This means taking advantage of a concept called

Describe the options available to a media planner trying to achieve a high level of geographic selectivity.Consider each of the four major areas of media that make up print and broadcast media.

Paid circulation is the total number of newspapers sold through subscriptions as well as through newsstand and retail store sales.

The frequent intrusion of commercials has made television advertising the most distrusted form of advertising by consumers.

Your favorite monthly magazine arrives in your mailbox, with the April date printed on the front, called the ____ date. But it is only the first week of March.The April issue is actually sent to newsstands and mailed to subscribers on March 1, called the ____ date.