| A | B |
|---|
| Advertising media are channels of | communication. |
| Newspapers and magazines are categorized as | publications media |
| A way by which newspapers can be classified as advertising media is by | how often they are published, geographical area, target audience |
| What type of color ads are printed on high-quality paper? | Newspaper inserts |
| A primary benefit that magazine advertising offers is the ability to | target a group of individuals interested in specialized content. |
| Fortune | is an example of a general business magazine |
| One reason why television is popular with advertisers is because it is the | medium that delivers more memorable, believable ads. |
| What should a small-business owner who wants to place an ad on local television know? | The mix of local ads varies based on the cable provider |
| The most common purchase option for radio advertising is | local radio |
| Under which circumstance is the response to electronic, direct mail likely to be the highest? | Recipients have given the advertiser permission to send the ad. |
| What is one reason why the Internet is becoming a popular form of advertising media? | Larger numbers of people are spending more time online. |
| Repeated exposure to the largest, most diverse population of people is a benefit | out-of-home advertising |
| To qualify as a specialty medium, an item must be | manufactured with the business's logo on it. |
| Some telemarketers use 800 numbers to | allow customers to call in toll free |
| Why is the Internet considered to be a type of interactive media? | The user controls the flow of information. |
| Which of the following limits the usefulness of the Internet as an advertising tool: | E-mail filter |
| How is Video on Demand (VOD) technology different from PVR (Personal Video Recorder) technology (e.g., TiVo)? | No special equipment is needed other than a cable box. |
| What do webcasters do in exchange for the right to play songs on the Internet: | Pay a royalty fee to the recording artists |
| SMS marketing is most likely to be successful when the ads are | delivered to the cell-phone numbers of people interested in the product. |
| Which of the following is a feature of a cutting-edge kiosk: | Interactive screen |
