Question 1. The advantage of newspaper advertising is that it reaches a large audience. 2. Even in the age of social media, television remains the most successful medium for advertising. 3. Digital ad sales are projected to decrease as offline media sales increase. 4. Direct mail is very inexpensive, but it is read extensively.
Question 1. The advantage of newspaper advertising is that it reaches a large audience. 2. Even in the age of social media, television remains the most successful medium for advertising. 3. Digital ad sales are projected to decrease as offline media sales increase. 4. Direct mail is very inexpensive, but it is read extensively.
Chapter16: Integrated Marketing Communications
Section: Chapter Questions
Problem 8DRQ
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Understanding the Promotion Tools of Advertising and Public Relations
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INTRODUCTION: Do you watch ads on television? Do you listen to ads on your favorite radio station? What about reading banner ads on Facebook? Advertisers and public relations personnel have many ways to inform and persuade the public about products, services, and social causes.
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INSTRUCTIONS: You will agree with some of these statements and disagree with others. You may find it hard to make a decision, but you should go ahead and make a choice. Record your answers next to the statement according to the following scale: Strongly Disagree (1), Disagree (2), Agree (3), or Strongly Agree (4).
| Strongly Disagree | Disagree | Agree | Strongly Agree | Question |
|---|---|---|---|---|
| 1. The advantage of newspaper advertising is that it reaches a large audience. | ||||
| 2. Even in the age of social media, television remains the most successful medium for advertising. | ||||
| 3. Digital ad sales are projected to decrease as offline media sales increase. | ||||
| 4. Direct mail is very inexpensive, but it is read extensively. | ||||
| 5. Radio advertising can be changed quickly, has low costs, and can reach both a specific geographic area and a specific consumer market segment. | ||||
| 6. The cost of digital advertising is decreasing, and it is becoming more frequent in mobile games and social media. | ||||
| 7. The role of a media planner is to analyze the location and characteristics of consumers in the target audience. | ||||
| 8. Advertisers use social media as a tool for understanding customers and gaining insights. | ||||
| 9. Some magazine publishers produce regional issues, in which advertisements in one geographic area differ from those in other areas. |
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