The major classifications of newspaper advertising are display classified

The major classifications of newspaper advertising

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The major classifications of newspaper advertising are display, classified, public notices, and preprinted inserts. AACSB: Analytic Arens - Chapter 10 #88 Blooms: Remember Difficulty: 1 Easy Learning Objective: 10-04 Describe the major types of newspapers and how they charge for advertising. Topic: Using Newspapers in the Media Mix 89. What type of rate do most national newspapers charge their advertisers? Most national papers charge a flat rate. AACSB: Analytic Arens - Chapter 10 #89 Blooms: Remember Difficulty: 1 Easy Learning Objective: 10-04 Describe the major types of newspapers and how they charge for advertising. Topic: How Advertisers buy Newspaper Space 90. What organization examines tearsheets from newspapers to make sure ads ran according to advertiser or agency instructions? Today, most tearsheets for national advertisers are handled through a private central office, the Advertising Checking Bureau. AACSB: Analytic Arens - Chapter 10 #90 Blooms: Understand Difficulty: 2 Medium Learning Objective: 10-04 Describe the major types of newspapers and how they charge for advertising. Topic: How Advertisers buy Newspaper Space 91. Why would an advertiser choose to use a bleed page? Most magazines offer bleed pages. Bleed pages provide greater flexibility in expressing the advertising idea, a slightly larger printing area, and a more dramatic presentation. AACSB: Analytic Arens - Chapter 10 #91 Blooms: Understand Difficulty: 2 Medium Learning Objective: 10-01 Explain the advantages and disadvantages of magazine advertising. Topic: Using Magazines in the Media Mix 92. Discuss six benefits an advertiser can receive by incorporating magazine media into the creative mix used for advertising. First and foremost, magazines allow an advertiser to reach a particular target audience with a high- quality presentation. Other advantages include (a) flexibility, (b) color, (c) authority and believability, (d) permanence, (e) prestige, (f) audience selectivity, (g) cost-efficiency, (h) selling power, (i) reader loyalty, (j) extensive pass-along readership, and (k) merchandising assistance. AACSB: Analytic Arens - Chapter 10 #92 Blooms: Apply Difficulty: 3 Hard Learning Objective: 10-01 Explain the advantages and disadvantages of magazine advertising. Topic: Using Magazines in the Media Mix
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93. What are some of the disadvantages of magazine advertising? The disadvantages of magazine advertising are: (a) lack of immediacy, (b) shallow geographic coverage, (c) inability to deliver mass audiences at a low price, (d) inability to deliver high frequency, (e) long lead time, (f) heavy advertising competition, (g) high cost per thousand, and (h) declining circulations. AACSB: Analytic Arens - Chapter 10 #93 Blooms: Apply Difficulty: 3 Hard Learning Objective: 10-01 Explain the advantages and disadvantages of magazine advertising. Topic: Using Magazines in the Media Mix 94. Explain the difference between a vertical publication and a horizontal publication. There are two readership classifications of business publications: vertical and horizontal. A vertical publication covers a specific industry in all its aspects. Horizontal publications deal with a particular job function across a variety of industries.
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