Exam 12: Paid Media

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

You are looking at the New York Times home page,and you click on the link for an article you'd like to read.Before the page of the article appears,a twenty-second animated ad for Hyundai appears.This is an example of a ________.

Consumers are more likely to see transit advertising in an urban environment than in a suburban or rural environment.

Advertisers trying to reach a wide audience often need to buy time on several radio stations,which has been made easier by the "one-order,one-bill" system.

Which classification of business magazines presents stories and information about an entire industry?

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

Newspaper readership is always larger than circulation.

What technology allows users to record television programs without the hassles of videotape?

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. -Explain why Haley and Lauren should consider traditional radio advertising.

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 want to learn more about the audiences of the local radio stations in Hattiesburg.Name a company that provides audience data for these media.

Refer to the following passage to answer the questions below. Allison works in the media department of a large advertising agency. Her biggest client is P&G, a major manufacturer of consumer packaged goods that spends billions on consumer advertising every year. Allison is putting together a media plan for P&G using a variety of media vehicles. -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?

The white space running between the inside edges of the pages of a magazine is known as the ________.

In general,the majority of magazine revenues come from advertising rather than subscriptions.

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 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.

What are some of the ways to ensure effective outdoor advertising as discussed in the chapter?

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 10 percent to more than 90 percent and increase profits?

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

Carla works in the student activities office of her university and was given the task of finding a way to better inform students of upcoming activities and events.It's a rather large university with a bi-weekly newspaper and student FM radio station.Give Carla some suggestions on how she might accomplish this.

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

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?