128) List and explain the questions a small business owner needs to answer when choosing a
media vehicle for the advertising message.
Topic: Selecting Advertising Media
AACSB: Analytic Skills
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129) Your small firm is considering using print media, specifically, newspapers for an advertising
campaign. Explain the advantages and disadvantages of this medium.
Topic: Media Options, Newspapers
AACSB: Analytic Skills
130) Discuss the advantages and disadvantages of using radio and television advertising. How
and why would you choose one over the other?
Topic: Media Options, Radio and Television
AACSB: Analytic Skills
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131) How could an entrepreneur use the Internet to advertise his/her business?
Topic: Media Options
AACSB: Analytic Skills
132) Why would a small business owner use direct mail in his/her advertising strategy? Why
wouldn’t he/she?
Topic: Media Options, Direct Mail
AACSB: Analytic Skills
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133) What is the value of outdoor and transit advertising to the small business?
Topic: Media Options, Out-of-Home and Transit Advertising
AACSB: Analytic Skills
134) Why would the small business owner use trade shows in his/her advertising strategy?
Topic: Media Options, Trade Shows
AACSB: Analytic Skills
135) Name and discuss the four methods of establishing an advertising budget.
Topic: How to Prepare an Advertising Budget
AACSB: Analytic Skills
136) How can the entrepreneur use cooperative and shared advertising to effectively advertise
30
his/her business and products while holding down promotional costs?
Topic: How to Advertise Big on a Small Budget
AACSB: Analytic Skills
31