Chapter 19 and 20 Advertising Review

What is one characteristic of advertising?

• it always presents its message so well that the customer accepts the idea presented
• it always identifies the name of the business or individual that paid for it
• it always explains a product
• it always attempts to create a favorable impression for a business

Businesses that advertise in newspapers can target their ads to people with particular interests or to those living in a particular region. Why can businesses do this targeting?

• newspapers have a variety of high-interest, reader-attracting features
• newspaper advertising costs are relatively low, so additional money can be spent on market research
• newspaper circulation is documented and verifiable
• newspaper ads can be adapted to the target market

In which type of print medium is an advertisement's life the shortest?

• trade magazine
• poster
• directory
• newspaper

Business-to-business magazines are also known as

• weeklies
• monthlies
• newspapers
• trade publications

The two types of direct marketing are

• television and radio advertisements that focus on a specific customer
• direct mail sent to a home and electronic mail sent to an e-mail address
• newspapers and magazines available in a retail store
• telephone directories and direct mail sent to a home

Most television advertisements are

• 5-to-10 minute spots
• 1-or-2 second spots
• 30-to-60 minute spots
• 30-or-60 second spots

The three types of radio advertising are

• mass, network, national
• spot, transit, national
• network, national, local
• national, direct, spot

A(n) ______________ ad is an advertisement that appears as a wide rectangle in the top or bottom of a web page.

• display
• pop up
• banner
• specialty

Advertising that presents information about a business's products is called _________________ advertising.

• promotional
• institutional
• broadcast
• consumer

Radio and television are both included in the category known as _______________ media.

• print
• direct
• specialty
• broadcast