Upgrade to remove ads
Only $35.99/year

MKTG 6752 ch 12

Terms in this set (10)

The Role of Magazines and Newspaper
-Reader sets the pace
-Selective audience
-High readership
-High-involvement
-Notintrusive
Classifications of Magazines
-Consumer
-Farm
-Business
Advantages of Magazines
-Selectivity
-Reproduction Quality
-Creative Flexibility
-Permanence
-Prestige
-Receptivity, Engagement
-Services
Disadvantages of Magazines
-Costs
-Limited Reach
-Limited Frequency
-Long Lead Time
-Clutter
-Competition
Types of Newspapers
-Daily
-Weekly

National, Special Audience, Supplements
National advertisers tend to avoid weekly newspapers because of:
difficulties associated with contracting for and placing ads in them.
Newspaper Advantages
-Extensive penetration
-Flexibility
-Geographic selectivity
-Involvement, acceptance
-Services offered
Newspaper Disadvantages
-Low production quality
-Short life span
-Lack of selectivity
-Clutter
-Limited use of color
The Washington Post newspaper has been involved in a deal with Newsweek magazine, whereby advertisers can purchase a package that includes ads in both media. This is an example of:
cross media buy
An ad for California Almonds is a close-up view of a swirl of white and milk chocolate topped with sliced almonds. The chocolate swirls extend to the very edge of the page. This ad is an example of a(n):
Bleed Page
Other sets by this creator