Which of the following is a shortcoming of advertising?
A) It does not allow dramatization of the brand or company.
B) It only provides one-way communication with customers.
C) It is too customized and only attracts small, niche markets.
D) It reaches targeted customers too slowly in most cases.
E) It is the most costly promotion tool for companies.
Answer: B) It only provides one-way communication with customers.
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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?