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Marketing Ch 19
| Question | Answer |
|---|---|
| 10 percent | A ___ return or redemption rate for printed direct mail is high |
| Adults | According to text, less than half of ___ in the US don’t read newspapers every day |
| Advertising | One characteristic of ___ is it can promote a new or existing product |
| Banner | A ____ ad is an advertisement that appears as a rectangle or various shapes and sizes at the top, bottom, or side of a Web page |
| Benefits | Advertising demonstrated the features & ____ of a good or service |
| Billboard | type of print media that can be restricted in certain locations |
| Broadcast | radio and tv are both considered ___ media but Web sites aren't. |
| Circulation | the rate that a magazine charters for its advertising space is based on the magazine's ____ |
| Consumer | magazines that are read for personal pleasure or interest such as Road and Track, People, and Seventeen would be classified as ____ magazines |
| Contract rate | Fee paid to a newspaper that can guarantee ad space during a specific period |
| Display | a newspaper advertisement that includes art, photos, copy, and a logo |
| Existing | This group of customers is most effective for direct-mail ads |
| Institutional | Advertising that presents information about a business's contributions to the community is called ___ advertising |
| Internet advertising | ads combined with animation, video, sound, interactivity |
| magazine | Type of print medium provides the longest life span for an ad |
| media planning | process of selecting appropriate advertising media |
| newspaper | _____ distribution is known so business can target their ads to people living in a particular |
| promotional advertising | advertising designed to increase sales |
| shopper | a special newspaper containing no editorial content |
| specialty media | useful products imprinted with an advertiser's name |
| Standard rate | ___ ____ & Data Service provides information about advertising charges for most media |
| trade magazine | publication targeted for professionals with an interest in a particular field |
| transit advertising | printed posters on subways, buses, and trains |
| Yellow pages | printed medium that is most familiar to 99% of American adults |
| target | Newspapers can ___ advertising to people living in certain areas |
Created by:
apeake
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