Advertising Media Review

No one specific advertising medium is always best.

• True

• False

The best medium, or combination of media, is determined by counting advantages and limitations.

• True

• False

Advertisements placed ROP (run of press) means that the ad appears in any location, on any page, at the discretion of the newspaper.

• True

• False

When researching the amount advertisers should pay in a geographic area, Graham learned that the average television household now has upwards of 90 or more TV channels from which to choose.Graham believes the cost of television ads should be reduced because advertisements simply do not reach the large numbers of consumers they once did. This isan example of_____.

• technology transfer

• clutter

• media myopia

• multi-media dispersion

• audience fractionalization

Which of the following is a major mass advertising medium?

• newspapers

• magazines

• radio

• television

• All of these are correct

Which of the following is a limitation of using newspapers as an advertising medium?

• occasional users of newspaper space pay higher rates

• long lead times

• not entertaining

• rapidly escalating advertising cost

• impersonal

Which is the most expensive daypart for advertising on radio?

• morning and afternoon drive

• midday

• evening

• late night

• fringe

The period between 8 PM and 11 PM (or between 7 PM and 10 PM in some parts of the U.S.) is known as ____ in television.

• network time

• nighttime

• early fringe

• prime access

• prime time

To become a sponsored link in search results online, advertisers must bid for and purchase keywords from search engine services.

• True

• False

Integration and interactivity are key features of online advertising.

• True

• False