Marketing Objective 3.03 Quizizz Review

Advertising media are channels of

• distribution.

• communication.

• production.

• marketing.

Answer explanation

Advertising media provide the tools for delivering a message to an
identified market and, therefore, are channels of communication. Distribution is an
element of the marketing mix that involves moving or transferring the ownership of goods or services from producers to consumers. Production is the process or activity of producing goods and services. Marketing is an organizational function and a set of processes for
creating, communicating, and delivering value to customers and for managing customer relations in ways that benefit the organization and its stakeholders.

Newspapers and magazines are categorized as (a)   media.

• publication
• broadcast

• time

• direct

Answer explanation

Newspapers and magazines are publication media because they are printed on a regular basis. Radio and TV are broadcast media because the message is transmitted through the air, cable, or internet. These two types of broadcast media are also thought
of as time media because their advertisements last for only as long as they are on the air. Direct mail is an advertising medium that comes to customers in the form of letters,
catalogs, folders, booklets, postcards, and emails.            

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.

Answer explanation

Newspapers are usually published daily or weekly, often depending on whether they are distributed to a metropolitan, suburban, or rural area.
Advertising costs vary depending upon the size and the quality of the ad placed in specific newspapers, but these costs are not the basis of how newspapers are classified. The amount of effort required to place an ad in a newspaper varies depending on the type of newspaper and type of ad, but the effort required to place an ad is not the basis of how newspapers are classified, either. Newspapers are not put into separate categories based on where they reach people, because it would be too tedious to print separate editions for home delivery and newsstand delivery.

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

Answer explanation

An example of a newspaper that focuses primarily on the
business world is The Wall Street Journal. The Spanish-language newspaper El Nuevo
Herald is geared toward the general Hispanic population. The Atlanta Voice targets
Atlanta’s African American market. USA Today includes a business section, but its primary focus is not the business world. Instead, it focuses on stories that would appeal to a more general population.

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.

Answer explanation

People read magazines
of specific interest to them, which makes it possible to advertise to people who are most likely to buy the products. Magazine ads are somewhat expensive because they are
colorful, glossy, and printed on high-quality paper. Businesses that want to take advantage of magazines must place their ads several months in advance. Even popular magazines
do not reach practically all homes throughout the United States, but rather very specific groups of individuals.    

Which of the following is an example of a general business magazine:

• Fortune

• AdWeek

• Entertainment Weekly

• Cosmopolitan

Answer explanation

Fortune is a business magazine that is targeted at a general population of workers and, therefore, contains information on a wide variety of business issues. AdWeek is also
a business magazine, but it is aimed at workers employed in the promotion industry who want to read articles related to their specific trade. Entertainment Weekly covers the
entertainment industry. Cosmopolitan is a fashion magazine that is targeted at women.

Because their advertisements last only as long as they are on the air, broadcast media are considered media.​ (a)  

• affordable

• space

• short-term
• time

Answer explanation

Broadcast media (TV and radio) are considered time media, as opposed to space
media, because their advertisements last only as long as they are on the air. Printed
publications, such as newspapers and magazines are space media, because the cost and impact of their advertisements can depend on the ads’ sizes—the space that they take
up on the page. Broadcast media are not considered short-term media, and they are
not necessarily affordable media, because some TV advertisements are highly expensive.             

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

• least expensive type of advertising media.

• only broadcast medium that offers local programming.

• least influential type of advertising media.

• medium that delivers more memorable, believable ads.

Answer explanation

The experience of color, sound, and action makes TV ads easy to remember and believe. However, these qualities also make the ads more expensive to produce. Also, it is costly to advertise on TV because it can reach such a large audience. Radio is another broadcast medium that offers local
programming. TV is one of the most influential types of advertising media.           

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

• popular morning DJs and a music format.

• the least expensive advertising rates.

• listeners who fit his business’s market demographics.

• a nationwide listening audience.

Answer explanation

 To effectively advertise on the
radio, a business should select the radio station with listeners who are mostly the
business’s target market. While popular morning DJs and a music format may draw more listeners to a particular radio station, if those listeners don’t match the business’s target market, then advertising on that station may not make sense. A business should not
necessarily select a radio station based on inexpensive advertising rates. Instead, the
business needs to consider who listens to that radio station. Since Maurice’s business is
a local business, there is really no need to advertise on a national radio station. He should select a local radio station instead.

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 email marketing.

• telemarketing.

• podcast marketing.

• publication advertising.

Answer explanation

Cassandra sends electronic promotional messages to former
customers with their permission. This is known as opt-in email marketing. Telemarketing
is an advertising medium that utilizes phone service to promote a product, either by
calling prospective customers or providing a number for them to call. A podcast is a digital recording that is distributed over the internet and downloaded to a computer or mobile
device for playback. Publication advertising is advertising in printed materials such as
newspapers and magazines.