Exam 12: Paid Media

Explain four advantages of advertising in magazines.

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 within 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.

A(n)________ is a group of affiliated stations.

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?

A(n)________ is a special advertising page or section in a magazine that looks like regular editorial pages but is identified by the word "advertising" at the top.

A single or double page in a magazine can be broken into a variety of units called ________.

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

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 ________.

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.

Jim was looking for information on jet skis because he was interested in buying one.He went to the Internet and "googled" the key words jet skis.Several results were returned,and he noticed that there were several "sponsored links" to businesses selling jet skis and accessory items along the top and right side of the search results page.In fact,"Honda Jet Ski Deals" was in blue along the top,and when Jim clicked on it,it took him to Honda Motorcycle's website where he could get more information on Honda jet ski products.What is Google,and how do marketers get these "sponsored links" on the results pages?

Video games offer opportunities for product placement but not for advertising.

Introduced in the early 1980s,the standard advertising unit makes it possible for ________ to offer advertisers a great deal of choice within a standard format.

How can a company increase the click-through response to its banner ads?

Out-of-home advertising is ________ in that it targets people at specific locations.

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

Advertising in magazines is generally ________.

Name and describe the three major types of radio advertising.

________ is mounted on the side,rear,or top exteriors of buses,subway cars,or taxis.

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

Advertisers who don't care where their ads run in the newspaper pay which rate?