Chapter 13 Questions

2. If you were an advertising manager for a magazine aimed at senior citizens, what advantages would you cite to potential advertisers? The first thing I would cite to advertisers is that magazines are great for target audiences. Also, magazines last longer than normal print advertisements. Many times you will find magazines that are several months old in doctors offices, waiting rooms, and even in your own home. I would try to sale the flexibility (pg 406) to the potential advertiser. Flexibility gives a farther reach to clients and they are capable of advertising on a broader scale to their target audience.

3. What is the advantage of magazine advertising to businesses that sell to other businesses? The advantage of this is higher quality advertisements. Also by the type of magazine that is being used for advertisements, you are able to better recognize the target audience. Chapter 14 Questions

4. In what ways is cable TV’s selectivity a strength? A drawback? The selectivity of cable TV allows the advertisers to target a specific group of people. A drawback is that the advertisers have to advertise at many different times and on several different channels, making the cost of the advertisement much more expensive.

7. How can radio be best used in an IMC program?

Radio reaches a larger audience because many people feel that they are more involved in radio broadcast. Most radio stations and certain broadcasts have loyal listeners that listen every single day. Imagery transfer (452) allows advertisers to stretch their media dollars further and they can maintain strategic consistency.

Advertising Experience (Christmas)

1. Christmas is approaching, and as the owner of Dream Flower Florists, you want to increase your share of local business by advertising on the radio. After researching