Chapter 11 – Print Advertising
Chapter 11
Print Advertising
1. (p. 281) Selecting the most appropriate media mix for a campaign requires understanding the
unique characteristics of the various media alternatives and determining which media will
most efficiently reach the target audience.
2. (p. 281) Compared to television or radio, print advertising has more permanence.
Chapter 11 – Print Advertising
Essay Questions
26. (p. 282) Why would an advertiser choose to use a bleed page?
27. (p. 282) List six benefits an advertiser can receive by incorporating magazine media into the
creative mix used for advertising.
28. (p. 282) Magazine advertising may not be for everyone. List six disadvantages of magazine
advertising.
