| A | B |
|---|
| visibility | determines rates for outdoor ads |
| sliding-scale-rates | decreases cost of newspaper ads |
| listeners-being-reached | cost of radion ads vary according to # of |
| direct-mail | want to reach specific target market |
| radio-spot-commercials | businiess wants to sell recent shipment of goods by end of week |
| impact | qualitative media factor used to select promotional media |
| local newspaper | appropriate promo for local hardware store |
| continuous | appropriate strategy for advertising groceries |
| volume-discount | purchasing series of ads over a period of time |
| show-ratings | important to know before buying broadcast ads |
| example-of-package | reduced rate for series of local radio ads |
| circulation-of-publication | buying magazine ads should be based on |
| Nike-Reebok | Sports Illustrated ads |
| breast-cancer-research | Laides Home journal ads |
| preferred-position | newspaper ads cost more for |
| personalized-message | "Dear Sue" |
| last-minute-changes | advantage of in-house bulk e-mailings - these are possible |
| want-to-receive | when creating mailing lists - choose people who |
| blind-carbon-copy | company does not have e-mailing software - can use |
| conduct-test-run | how to detect problems before sending e-mail to all |
| understandable | e-mail should be short, simple and |
| specific-customers | direct mail ads are aimed at |
| more-details-than-ad | direct mail advertising letters should provide |
| junk-mail | disadvantage of direct mail letters - viewed as |
| to-the-company | most ineffective way to address direct mail |
| effort is measurable | advantage of sending coupons with direct mail |
