Chapter 19 Marketing Quiz

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 ads can be adapted to the target market

• newspaper distribution is known

• newspaper advertising costs are relatively low, so additional money can be spent on market research

Which printed medium is most familiar to 99 percent of American adults?

• Yellow Pages directory

• weekly magazine

• monthly magazine

• Harness Monthly

What type of print medium provides the longest life span for an advertisement?

• magazine

• poster

• directory

• newspaper

What is one characteristic of advertising?

• can promote a new or existing product

• identifies the media used

• targets media outlets

• always encourages competition

With what group is direct-mail advertising most effective?

• business-to-business customers

• existing customers

• potential customers

• target consumers

Radio and television are both considered ____________________ media, but Web sites are not.

• broadcast

• Television

• Film

• Music

• Mobile Phones

A(n) ____________________ ad is an advertisement that appears as a rectangle or various shapes and sizes at the top, bottom, or side of a Web page.

• Banner

• Scanner

• Manner

• Bananner

Magazines that are read for personal pleasure or interest such as Road and Track, People, and Seventeen would be

classified as ____________________ magazines.

• Retailer

• Wholesaler

• Consumer

• Factory

The rate that a magazine charges for its advertising space is based on the magazine's ____________________.

• Popularity

• Circulation

• Pages Read

• Distance from the Factory

Advertising that presents information about a business's contributions to the community is called ____________________ advertising.

• Popularity

• institutional

• Related

• Magazine