| A | B |
|---|
| A business does not have to pay for any listing of its name, address, and phone number in the _________________________. | White Pages telephone directory. |
| Newspapers can __________________ to people living in certain areas. | target advertising |
| According to the text, ______________ in the United States read newspapers every day. | half of adults |
| A 10-percent return or redemption rate for ______________ is high. | printed direct mail |
| Advertising demonstrates the _______________ of a good or service. | features and benefits |
| Businesses that advertise in newspapers can target their ads to people with particular interests or to those living in a particular region because ________________. | newspaper distribution is known |
| Which printed medium is most familiar to 99 percent of American adults? | Yellow Pages directory |
| cWhat type of print medium provides the longest life span for an advertisement? | magazine |
| What is one characteristic of advertising? | can promote a new or existing product |
| With what group is direct-mail advertising most effective? | existing customers |
| Radio and television are both considered ____________________ media, but Web sites are not. | broadcast |
| 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 |
| Magazines that are read for personal pleasure or interest such as Road and Track, People, and Seventeen would be classified as ____________________ magazines. | consumer |
| The rate that a magazine charges for its advertising space is based on the magazine's ____________________. | circulation |
| Advertising that presents information about a business’s contributions to the community is called ____________________ advertising. | institutional |
| The advertising department of a company manufacturing fine china dinnerware contracted with Excellent Homes magazine to run a full-page, four-color ad for $31,748. Included in the contract was the term 2/10 net 30. The magazine invoice was dated 2/1/00; the bill was paid on 2/12/00. The manufacturer paid ____________________ for the advertisement. | $31,748 |
| A newspaper advertisement that includes art, photos, copy, and a logo is called a(n) ____________________ advertisement. | display |
| The Breeze newspaper has a circulation of 400,000, and an ad costs $495. The Herald has a circulation of 350,000, and an ad costs $425. ___________________ newspaper has the lowest cost per thousand. | The Herald |
| Marni is researching rates for advertising her Web-design service in her local newspaper. The paper’s rate is $14 per column inch. Her ad measures 6 inches by 5 inches, so the ad will cost ____________________. | $420 |
| a special newspaper containing no editorial content | shopper |
| ads combined with animation, video, sound, interactivity | Internet advertising |
| fee paid to a newspaper that can guarantee advertising space during a specific period | contract rate |
| printed posters on subways, buses, and trains | transit advertising |
| advertising designed to increase sales | promotional advertising |
| provides information about advertising charges for most media | Standard Rate and Data Service |
| process of selecting appropriate advertising media | media planning |
| type of print media that can be restricted in certain locations | billboard |
| useful products imprinted with an advertiser’s name | specialty media |
| publication targeted for professionals with an interest in a particular field | trade magazine |
