Chapter 14: Advertising

TV ads

________ can be informative, entertaining, or creative.

Frequency

________ is the number of times an audience sees or hears an ad.

Billboards

________ provide the most common form of outdoor advertising.

Magazine rates

________ are based on circulation, the type of readership, and production techniques.

Infomercial

A(n) ________ is a 30- minute commercial.

Webcast

A(n) ________ is a broadcast made on the Internet.

CPM

Cost per thousand (________) is the media cost of exposing 1, 000 readers or viewers to an advertising impression.

Advertisers

________ use humor, creativity, style, and originality to cre- ate an image for their products and services.

Media planning

________ is the process of selecting advertising media and deciding the time and space in which the ads should appear.

Transit advertising

________ usually consists of posters placed on the sides of buses, in subway stations, inside trains, and at airports.

Newspapers

________ are the main advertising medium in the United States.

Banner ads

________ are displayed across the top or bottom of the Web page.

Directory advertising

________ appears mostly in phone books.

single exposure

A(n) ________ to an advertising message is called an impression.

Radio ads

________ can reach a wide audience.

Prime time

________ is the time period when the network TV or radio audience is the largest.

cost of Internet advertising

The ________ is based on the type, size, and format of ads.

Media rate

A(n) ________ or advertising rate is the amount of money it costs to display or broadcast an ad.

Medium

A(n) ________ is a channel or system of communication.

Advertisers use humor, creativity, style, and originality to cre

ate an image for their products and services

Banner ads are displayed across the top or bot

tom of the Web page

Billboards provide the most common form of outdoor advertis

ing