Exam 12: Paid Media

Directory advertising is described as ________ advertising because it tells people where to go to get the product or service they want.

Television stations not affiliated with a network are known as independent stations.

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?

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?

Why is search marketing so effective in reaching consumers?

A roadblock is an ad that is aired on multiple networks at exactly the same time.

________ programs can be sold to independent firms and other cable channels to replay as reruns.

Out-of-home 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.

What is the key difference between directory advertising and brand-image advertising?

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

________ refers to billboards along streets and highways,as well as posters in other public locations.

Which type of billboard is created by designers,printed in sections,and then shipped to an outdoor advertising company that then applies the sections to the poster panel's face on location?

The cost of outdoor advertising is typically based on a(n)________,which is a traffic count of vehicles passing a particular location during a specified period of time.

In which type of radio advertising does an advertiser place an advertisement with an individual station?

The disadvantages of advertising in magazines include limited flexibility and lack of immediacy.

________ relies on listener support and corporate sponsorship for most of its funding.

PBS is an attractive medium for advertisers because it reaches affluent,well-educated households.

________ are small ads on other Web pages that lure visitors to move to the advertised site.

Which technology allows a magazine to print personalized messages on ads or on inserts?

Selective binding allows a magazine to print personalized messages directly on ads or on inserts.