If an advertiser wants flexibility, timeliness, good local market coverage, broad acceptability, and high believability, the advertiser will probably choose which of the following mass media types?

Related MCQs

• If an advertiser were to give consumers useful articles (imprinted with the advertiser’s name) as gifts (such a pen or calendar), which of the following sales promotional forms would the advertiser be using?
• If a company wants to build a good “corporate image,” it will probably use which of the following marketing communications mix tools?
• Which of the following mass media forms has the disadvantages of long ad-purchase lead time, high cost, no guarantee of position?
• If an advertiser were to use corporate stationery, brochures, signs, and business cards to advance the public relations interests of the company, they would be using which of the following forms of PR?
• Media planners consider many factors when making their media choices. According to the text, all of the following factors would be considered EXCEPT:
• To be effective, ads should have some form of pattern (given that more than one ad is going to be used). If an advertiser were to schedule ads evenly over a given period of time, this pattern would be called:
• For many years mass-media advertising was king among promotion variables. Today, this form of advertising appears to be giving way to:
• If a company’s objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure, the company would likely choose which of the following promotion forms?
• The advantages of audience selectivity, no ad competition, and personalization apply to which type of media?
• According to the chapter, all of the following have promoted the importance of the media-planning function EXCEPT: