Managers at the Imperial Hotel-Chicago complained that the chain's overall image was hurt because Imperial Hotel-Dallas was overcharging guests and providing poor service. The Imperial Hotel was experiencing ________ conflict.
A) equilateral
B) vertical
C) multitiered
D) communal
E) horizontal
Answer: E) horizontal
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Marketing Chapter 12
- ____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine.
- _____ is a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence.
- _____ magazines assemble consumers with similar lifestyles or interests and offer marketers an efficient way to reach these people with little wasted coverage or circulation.
- _____ classifies magazines into three major categories and is the primary reference source for media planners.
- _____ are often referred to as high-involvement media, because they generally require some attention and effort on the part of the consumer to process the information that they provide.
- _____ is a system that was created in 1984 to make newspaper advertising rates comparable to other media that sell space and time in standardized units.
- _____ advertising is a category of advertising that is found throughout a newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text.
- _____ offer advertisers the opportunity to buy space in a group of publications as a package deal.
- _____ describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places.
- _____ verifies the circulation of consumer magazines and farm publications in the United States.
- The National Newspaper Network:
- The promoter of a boxing match would probably want to place an ad in the sports section of the newspaper and, therefore, pay a(n) _____ rate.
- Basic rates quoted by newspapers that call for an ad to be placed on any page or in any position desired by the paper are known as _____ rates.
- When a newspaper offers no discounts for quantity or repeated space buys, it is using a(n) _____ structure. When discounts are available, it is using a(n) _____ structure.
- ____ is a system that was created in 1984 to make newspaper advertising rates comparable to other media that sell space and time in standardized units.
- Madison has recently learned that newspaper advertising space for national advertisers has been sold by the SAU. The letters SAU stand for:
- Traditionally, newspaper advertising space for national advertisers has been sold by the:
- The goal of the National Newspaper Network, which was created by the Newspaper Association of America in 1993, is to:
- The _____ is a market outside of a city whose residents regularly do business within the city.
- A clothing store retailer would use an island ad to:
- Which of the following statements about the level of advertising clutter in newspapers is true?
- One of the greatest limitations of newspapers as an advertising medium is _____ due to the coarse paper stock used in printing most newspapers.
- An advertiser preparing to run a large ad in a weekly newspaper needs to know that _____ can be a disadvantage associated with the selection of newspapers as the media vehicle.
- Which of the following is an example of special services offered by newspapers?
- Which of the following statements about the geographic selectivity offered by newspapers is true?