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18-181MAGAZINESCOMPREHENSION One disadvantage of using magazines as an advertising medium is a.the

Question : 18-181MAGAZINESCOMPREHENSION One disadvantage of using magazines as an advertising medium is a.the : 1830131

18-181MAGAZINESCOMPREHENSION

One disadvantage of using magazines as an advertising medium is

a.the inability to target specific audiences.

b.the short lead-time needed to place an ad.

c.the lack of noise associated with the use of magazines in the communication channel.

d.the infrequent nature of their publication.

e.the antagonism with environmentalists.

18-182MAGAZINESCOMPREHENSION

Recent studies comparing advertising in different media suggest that magazine advertising

a.takes a relatively short time to read.

b.incorporates four-color graphics too frequently.

c.usually has little competition with other media features.

d.is quickly replacing television advertising.

e.is perceived to be more trustworthy, inspirational, and engaging than other media.

18-183MAGAZINESCOMPREHENSION

All of the following statements are true about magazines EXCEPT:

a.the magazine with the highest circulation is AARP The Magazine.

b.consumer interests can be difficult to translate into a magazine theme, resulting in many magazine failures each year.

c.national publications publish regional and even metro editions to reduce wasted coverage.

d.most magazines are dropping their print formats to offer only online versions that can be viewed on iPads or iPhones and other tablet devices or smartphones.

e.Time magazine publishes both geographic and demographic editions in the U.S.

18-184MAGAZINESAPPLICATION

Trice Jewelers is a high-end independent jeweler located in Milwaukee.  It specializes in custom jewelry and has been in business for decades.  Which medium would be the best for Trice to use to reach its loyal customers with colorful long-lasting images and which reminds them that Trice is the source for all their gift-giving needs?

a.prime time national television

b.magazines targeted toward wealthy residents of Milwaukee

c.radio stations that targets millennials

d.flyers sent to all the Milwaukee zip codes

e.Milwaukee regional newspapers

18-185NEWSPAPERSCOMPREHENSION

One advantage of using newspapers as an advertising medium is

a.their ability to cover local markets.

b.the long lead time for placing an ad.

c.the long life span.

d.the relatively high cost.

e.competition for reader attention with other features in the newspaper.

18-186NEWSPAPERSCOMPREHENSION

One advantage of using newspapers as an advertising medium is

a.the ability to cover national markets.

b.the short lead time for placing an ad.

c.excellent color graphics.

d.minimum distraction from other features.

e.extended life span.

18-187NEWSPAPERSCOMPREHENSION

One advantage of using newspapers as an advertising medium is

a.their long life span.

b.the excellent use of color graphics.

c.ads can be clipped and saved.

d.quick consumer response.

e.limited distraction from other features.

18-188NEWSPAPERSCOMPREHENSION

One advantage of using newspapers as an advertising medium is their

a.ability to cover national markets.

b.excellent use of color graphics.

c.quick consumer response.

d.their relatively low cost.

e.limited distraction from other features.

18-189NEWSPAPERSCOMPREHENSION

One disadvantage of using newspapers as an advertising medium is

a.their inability to cover local markets.

b.readers damage the newspaper when clipping its ads.

c.their short life span.

d.the high cost of ads.

e.their quick consumer response.

18-190NEWSPAPERSCOMPREHENSION

One disadvantage of using newspapers as an advertising medium is their __________.

a.relatively poor color reproduction

b.inability to cover local markets

c.long lead time for placing an ad

d.relatively high cost

e.lack of noise during the communication process

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