| A | B |
|---|
| Determines rates for outdoor advertising | visibility |
| decreases cost of newspaper advertising | sliding scale rates |
| Cost of radio ads varies according to | # of listeners being reached |
| Wants to reach specific target mkt. | Use print medium of direct mail |
| Business wants to sell recent shipment of goods by end of week | Use radio spot commercials |
| Qualitative media factor used to select promo. media | Impact |
| Appropriate promo. for local hardware store | local newspaper |
| Most appropriate strategy for advertising groceries | continuous |
| Purchasing a series of ads over a period of time | volume discount |
| Important before buying broadcast ads | Ratings for certain shows |
| Reduced rate for series of local radio ads | Example of a package |
| Buying magaine ads should be based on | publication's circulation |
| Nike ads | Sports Illustrated |
| Ads for Breast Cancer Research | Ladies Home Journal |
| Newspaper ads cost more for | Preferred position |
| Ex. of personalized message | "Dear Sue" |
| Adv. of in-house bulk e-mailings | Last minute changes are possible |
| When creating mailing lists | Choose people who want to receive it |
| Company does not have e-mailing software | Company can use blind carbon copies |
| How to detect problems before sending e-mail to all | Conduct a test run |
| E-mail should be | Short, simple and understandable |
| Direct mail advertising can be | Aimed at specific customers |
| Direct mail advertising letters should | Provide more details than see in a print ad |
| Disadvantage of direct mail letters | Often viewed as junk mail and discarded |
| Most Ineffective way to address a piece of direct mail | To the company - ex: Time Warner Cable |
| Adv. of sending coupons with direct mail | Advertising effort is measurable |
