Marketing Essentials

Chapter 19: Advertising

Self-Checks

1
What is promotional advertising?
A)An effort to create a positive image
B)An effort to increase sales
C)Mass advertising
D)Targeted advertising
2
What is CPM?
A)A form of direct mail
B)A print media ad format
C)The cost of exposing 1,000 customers to an ad
D)None of the above
3
How are specialty media used in advertising?
A)To reach a very special group of customers
B)To do online advertising
C)As giveaway products
D)all of the above
4
Factors that affect print media rates are
A)When the ad will appear
B)Where the ad will appear
C)The use of color
D)All of the above
5
Factors that affect broadcast media rates are
A)ROS airtime
B)time slots
C)network or spot broadcast
D)all of the above
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