marketing 4.02

Advertising media are channels of

• distribution
• communication
• production
• marketing

Newspapers and magazines are categorized as _____________ media.

• publication 
• broadcast
• time
• direct

A way by which newspapers can be classified as advertising media is by

• the cost to advertise in them. 
•  the amount of effort required to place an ad in them.
•  how often they are published.
• their ability to reach people away from home.

Which of the following is an example of a newspaper that focuses primarily on the business world:

• El Nuevo Herald
• The Atlanta Voice
• USA Today
• The Wall Street Journal

A primary benefit that magazine advertising offers is the ability to

• deliver a low-cost message.
• target a group of individuals interested in specialized content.
• get an ad published at the last minute.
• reach almost all homes throughout the United States.

Because their advertisements last only as long as they are on the air, broadcast media are considered____________ media.

• short-term
• affordable
• space
• time

One reason why television is popular with advertisers is because it is the

• least expensive type of advertising media.
• only broadcast medium that offers local programming.
• second-most influential type of advertising media.
• medium that delivers more memorable, believable ads.

To effectively advertise his local pet-daycare business on the radio, Maurice should select a radio station with

• popular morning deejays and a music format.
• the least expensive advertising rates.
• listeners who fit his business’s market demographics.
• a nationwide listening audience.

With their permission, Cassandra sends out a monthly electronic newsletter to past customers to advertise her bed-and-breakfast’s special events and discounted rates. This is known as

• opt-in e-mail marketing.
• telemarketing.
• podcast marketing.
• publication advertising.

Which advertising medium is the wisest choice for advertisers who want to track user response?

• Electronic direct mail
• Radio
• Newspaper
• the Web