Exam 12: Traditional Advertising Media

Advertisers and media planners turn to _____ to obtain information on standardized ad rates,contact information,reader profiles and other information regarding magazines.

A TV set-top box that requires consumers to punch a button to record their television viewing is known as a _____.

Jack owns a chain of bookstores.He has a limited advertising budget and wants to advertise in the medium with the lowest cost per thousand for reaching his target audience.Jack should use _____ advertising.

An index of 175 for a given age group and a specific magazine means that this age group represents this magazine's readership by a magnitude of 1.75 times greater than this age group's proportionate population representation.

Many advertising campaigns use radio as a supplement to other media rather than as a stand-alone medium.

Alan is the advertising director for an electronics company.He wants to advertise in a medium where detailed product information can be portrayed with a sense of authority.Alan should use _____ advertising.

Magazine media kits provide prospective advertisers with pertinent cost information in the form of _____.

Network television advertising,although expensive in terms of per-unit cost,can be a cost-efficient means to reach mass audiences.

The best medium for demonstrating product features is television.

Which of the following is a complicating factor that makes subscription counting an inadequate way of determining a magazine's readership?

Experian Simmons and GfK Mediamark Research,Inc.produce annual reports of product and brand usage data and detailed media information.

Cost per thousand information for each magazine is available from _____.

Which of the following is a limitation of using newspapers as an advertising medium?

The period preceding and following prime time television is known as fringe time.

When a national television advertiser places ads in select geographic markets,this is termed _____.

Recent studies show that TV advertising is declining in _____.

Subscription counting is an inadequate way of determining a magazine's readership.

The cost of network television advertising has increased five-fold in the past two decades.

A strength of radio advertising is _____.

The period preceding and following prime time in television is known as _____.