102)
Claire is training to become a media buyer at an advertising agency. Describe what she
should know regarding daily and weekly newspapers and national advertisers’ use of
each.
102)
103)
To announce the expansion of a Louis Vuitton flagship store in the center of Hong Kong’s
luxury shopping district, the marketer made a building resemble an LV hard–case canvas
trunk, with brass fittings and a cherry monogram print from their summer collection. The
3D ad is 26 feet high and 151 feet by 59 feet wide. Describe the type of advertising medium
this represents and the advantages of it.
103)
104)
Mini–Case Question. Haley and Lauren recall learning something in their marketing class
about an arrangement between manufacturers of national brands and local businesses with
respect to advertising. Name and describe this arrangement.
104)
105)
Media buyers must be aware of how mass media is changing. What are the 5 trends
discussed in The Future of Media in Advertising in the Part 3 introduction?
105)
106)
Rank the following media from most to least ad spending in 2003: outdoor, television,
directories, magazines, newspapers, radio, and Internet.
106)
107)
Describe the media strategy used by Apple when launching the iPod.
107)
108)
How has the information and communication technology contributed to the Media
Explosion in A Matter of Practice?
108)
109)
Seasons is a new restaurant opening in town, and the owners know they should advertise to
attract customers. Based on what you learned in this chapter, recommend some media
options for this restaurant.
109)
110)
The “Hands On” case at the end of the chapter discusses the boundary between editorial
content and advertising in magazines. Discuss both sides of this issue.
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
Starch is the industry leader in readership measurements, measuring readership for many popular
national and regional magazines and issues reports to subscribers twice a year covering readership
by demographics, psychographics, and product use.
111)
112)
A horizontal publication deals with a business function that cuts across industries.
112)
113)
Newspapers are primarily used by advertisers trying to reach a national market.
113)
114)
A media mix is the way various types of media are strategically combined in an advertising plan.
114)
115)
Business magazines target business readers and include trade papers, industrial magazines, and
professional magazines.
115)
116)
Transit advertising is mainly an urban advertising form that places ads on vehicles such as buses
and taxis that circulate through the community.
116)
117)
Newspapers can be classified by three factors: frequency of publication, format and size, and
circulation.
117)
118)
The two sizes of printed posters are 8 sheet and 20 sheet.
118)
119)
One alternative that allows a national advertiser to pay the local rate is cooperative advertising
with a local retailer.
119)
120)
A disadvantage of advertising in newspapers is that newspapers have a short life span because the
ink rubs off and the paper is of low quality.
120)
121)
One advantage of advertising in magazines is that they have high reach potential because they are
passed along to family, friends, customers, and colleagues.
121)
122)
One advantage of outdoor advertising is that it is a passive medium.
122)
123)
Media–buying services are independent companies that specialize in doing media research,
planning, and buying.
123)
124)
National advertisers are not heavy users of newspapers as an advertising medium because each
paper has its own size guidelines for ads, making it impossible to prepare one ad that would fit
every newspaper.
124)
125)
Selective binding allows a magazine to print personalized messages directly on ads or on inserts.
125)
126)
Reach is more important than frequency.
126)
127)
The outdoor industry uses a system based on impressions, which refers to a standard unit for space
sales based on the opportunity a person has to see a particular outdoor board.
127)
128)
Newspaper readership tends to be highest among older people and people with a higher
educational level and lowest among people in their late teens and early twenties.
128)
129)
A package is the last ad a customer sees before making a decision on which brand to buy.
129)
130)
Advertisers who don’t care where their ads run in the newspaper pay the nonpreferred–position
rate (NPR).
130)
131)
The three main types of audiences that magazines target are consumer, business, and farm
audiences.
131)
132)
Directory advertising is described as directional advertising because it tells people where to go to
get the product or service they want.
132)
133)
Gross impressions are the number of times a person is exposed to the advertisement.
133)
134)
Media reps work for a medium, such as a magazine or local television station, and their objective is
to build the best possible argument to convince media planners to use the medium they represent.
134)
135)
Magazine rates are based on the readership of the publication.
135)
136)
The emergence of the Internet as a mechanism for delivering a newspaper is threatening to make
printed newspapers, and thus the advertising within them, obsolete.
136)
137)
Just over half of all newspapers use the broadsheet size.
137)
138)
The goal of a media plan should be to maximize reach.
138)
139)
The dominant form of newspaper advertising is classified advertising.
139)
140)
The primary advertising revenue for newspapers comes from local retail advertising and classified
advertising.
140)
141)
The disadvantages of advertising in magazines are limited flexibility, lack of immediacy, high cost,
and limited distribution.
141)
142)
The Internet is proving to be a real threat to the existence of printed magazines.
142)
143)
One reason free–standing insert (FSI) advertising is growing is because it allows greater control
over the reproduction quality of the advertisement.
143)
144)
Outdoor 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.
144)
145)
Newspapers obtain objective measures of newspaper circulation and readership by subscribing to
the Auditing Bureau of Circulations (ABC) and/or MediaMark readership studies.
145)
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
146)
Explain how directory advertising is different from brand–image advertising.
147)
Describe how outdoor advertising space is purchased.
148)
Define media mix and media vehicle.
149)
Explain the three main types of newspaper advertising.
150)
Explain three advantages and three disadvantages of advertising in magazines.
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of undermining that special relationship.
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