101. One of the disadvantages associated with radio as an advertising medium is that it __________. a) has a long exposure time b) can target specific audiences c) uses humor sound and intimacy effectively d) has an unlimited amount of advertising time available e) has a perishable message 102. One of the disadvantages associated with radio as an advertising medium is that it __________. a) has a short exposure time b) can target specific audiences c) uses humor sound and intimacy effectively d) has an unlimited amount of advertising time available e) is easy to convey complex messages 103. One of the advantages associated with radio as an advertising medium is that it __________. a) has a long exposure time b) can target general audiences c) uses humor sound and intimacy effectively d) has an unlimited amount of advertising time available e) is difficult to convey complex messages 104. One of the advantages associated with radio as an advertising medium is that it __________. a) has a long exposure time b) can target general audiences c) is low cost d) has an unlimited amount of advertising time available e) is difficult to convey complex messages 105. One of the advantages associated with radio as an advertising medium is that it __________. a) has a long exposure time b) can target specific audiences c) has a perishable message d) has an unlimited amount of advertising time available e) is difficult to convey complex messages 106. One of the advantages associated with radio as an advertising medium is that it __________. a) has a long exposure time b) allows ads to be placed quickly c) has a perishable message d) has an unlimited amount of advertising time available e) is difficult to convey complex messages 107. A retail store marketing vice president is developing an advertising budget using the objective and task method. She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between radio and newspaper ads. Which of the following is an advantage of radio relative to newspaper as a means of achieving the objective? a) Better reach b) More effective visuals c) Ads can be saved by consumers d) Better segmentation capability e) More effective in conveying complex information 108. Which of the following statements about magazines as an advertising medium is true? a) Magazines have distinct profiles for well-defined target audiences b) Some nationally distributed magazines publish regional or metro editions to reduce the cost of ads and wasted coverage c) Magazine ads can convey complex information d) The cost of national magazine advertising is higher than comparable radio advertising e) All of the above statements about magazines as an advertising medium are true 109. One reason for using magazines as an advertising medium is __________. a) magazines have distinct profiles for well-defined target audiences b) it takes a long time to place the ad c) its high costs d) it reaches extremely large audiences e) all of the above statements are reasons to use magazines as an advertising medium 110. One reason for using magazines as an advertising medium is __________. a) high quality color is available b) it takes a long time to place the ad c) its high costs d) it reaches extremely large audiences e) all of the above statements are reasons to use magazines as an advertising medium
