Mktg 353: Advertising

30 cards


 
  
Created Oct 22, 2012
by
cntomlin

 

 
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  Side A   Side B
1
Which of the following statements helps to explain the popularity of
magazines as an...
 
Magazines offer flexibility in both readership and advertising.
2
Which of the following statements explains why some advertisers
are reluctant to use...
 
Magazines cannot deliver high-frequency.
3
The reach of magazines...
 
is adversly affected by declining magazine circulations.
4
When the dark or colored background of an ad extends to the edge
of the printed page,...
 
bleed
5
An ad for Verizon wireless on the back cover of a Fast Company
magazine would be an example...
 
fourth cover
6
Which of the following are two types of ads placed in the middle of
magazine pages and...
 
junior units and island halves
7
A gatefold is a(n):
 
insert with pages that extend and fold over to fit into a
magazine
8
What are the three most common ways to categorize or classify
magazines?
 
content, geography, and size
9
Lumberman is a monthly publication targets businesses in the
sawmill industry. It is...
 
business
10
On what do magazines base their advertising rates?
 
circulation
11
Which of the following advantages does broadcast television provide
to its advertisers?
 
mass coverage
12
One of the disadvantages that commonly plagues advertisers on
contemporary broadcast...
 
long lead times
13
As an advertising medium, one of broadcast television's greatest
disadvantages is:
 
high cost of production and air time
14
The primary advantages of cable TV as an advertising medium are:
 
its selectivity, low cost, and flexibility
15
One of the disadvantages that commonly plagues advertisers on
contemporary cable television...
 
audience fragmentation
16
_____ occurs when an advertiser underwrites the total cost of a
program.
 
sponsorship
17
When several advertisers buy 30- or 60-second segments within a
program, they are:
 
buying on a participation basis
18
Why is most network TV advertising sold on a participating basis,?
 
This enables smaller advertisers to buy a limited amount of time and still have nationwide...
19
Some advertisers avoid using network TV advertising because:
 
network advertising requires such a long lead-time
20
Spot announcements....
 
run in clusters between programs
21
The first commercially available _____ that accommodated graphics
was Netscape Navigator....
 
web browser software
22
To access the Internet, computer users must first choose from two
types of communication...
 
broadband and narrowband
23
_____ is a type of digital data transmission in which each wire
carries only one signal,...
 
narrowband
24
Of the methods people use to access the Internet, which is the least
expensive?
 
narrowband via dial-up modem with Internet service provider
25
For homes or offices, there are essentially only two ways to
download broadband transmission....
 
via cable modem and via DSL
26
A cable modem system:
 
is 10x faster than dial up
27
The concept of _____ is based on the idea that people would rather
use the Internet for...
 
WebTv
28
According to the text, which of the following is NOT a type of Internet
advertising opportunity?
 
home pages
29
What does the acronym HTML represent?
 
hypertext markup language
30
What is the most basic form of Internet advertising?
 
banner ad


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