Advertising can promote a new product or an existing one, encourage the use of a particular service or encourage business-to business transactions.

There are two main types of advertising: persuasive advertising and institutional advertising.

Promotional advertising is an ineffective way to support direct selling, visual merchandising and display, and other sales promotion activities.

Institutional advertising directly increased sales. It connects the name of the company with a worthy cause. It allows the company to create a good impression with potential customers

Mass advertising enables companies to reach large numbers of people with their messages.

Advertising demonstrates the features and benefits of a good or a service. As a result, it encourages business customers and general consumers to buy products.

A) True

The advertising message and the target audience determine the type of media that is used.

Print media is one of the oldest and most effective types of advertising.

Many retailers and local companies rely on daily and weekly newspapers to advertise their goods and services. These local papers provide a timely way for companies to reach their target audiences.

One type of local paper is called a “shopper”

Unlike “shoppers”, “alternative weeklies” often focus on local entertainment information, movie, music, and restaurant reviews, as well as alternative political comments or stories

Shoppers and alternative newspapers both offer opportunities for local advertisements

Advertisers can purchase ad space in the newspaper to reach the entire national circulation or buy less expensive space targeted only to a specific region or city

One of the limitations of newspaper advertising is that it is sold to subscribers outside a businesses’ target market.

Newspaper circulation and daily readership continues to decline, especially among younger consumers who obtain product information from other media sources such as the internet.

Business-to-business publications are cost effective for advertisers who want to reach a target audience with little wasted circulation.

People immediately throw away magazines. This gives limited chance for the magazines and their ads to be reread or passed along to others.

A) True

People read magazines faster and thoroughly than newspapers.

Poorly planned and executed direct mail campaigns yield less than a one-half percent response