How do you advertise?
Direct mail is a form of ____ advertising media.
The thickness and slant of the letters in printed type is known as ____.
weight
The purpose of advertising laws and regulations is to regulate ____.
what advertisers can and cannot say
Number of copies of an advertisement distributed within a specified period.
Circulation
Verbs in an advertisement that tell readers what to do are called ______________________________.
Any advertising communication that is delivered through a media channel, instead of in person, is considered ____.
nonpersonal advertising
The ____ in an advertisement includes all of the blank areas on the page that do not contain art or body copy.
White space
False advertising is ____.
both illegal and unethical
Number of viewers expected to see an advertisement.
Reach
Process of determining the media that best meets a campaign’s objectives.
media planning
E-mail campaigns and social media are examples of ____ advertising.
Internet
Words in an advertisement that provide information and sell the product.
Copy
Some states have banned ______________________________ billboards because they are considered distracting for drivers.
digital
A coordinated series of related advertisements with a single theme are considered an advertising ______________________________.
Campaign
Print media includes magazines, direct mail, directories, and daily or weekly ______________________________.
Newspapers
The purpose of the headline in an advertisement is to ____.
grab the viewer's attention
Statement in an advertisement designed to gain viewer attention.
Headline
The physical arrangement of an advertisement's copy, art, and headline on a page is its ______________________________.
layout
An affordable way to display an advertisement 24 hours a day is to display it on a(n) ______________________________ in a high-traffic area next to a highway.
Billboard
Time between reserving the advertisement space or broadcast time and when the advertisement actually runs.
Lead Time
Statement that outlines the goals, primary message, budget, and target market for an advertising campaign.
Creative Plan
The three basic weights available in most typefaces are ______________________________.
Regular, Bold, and Italics
The role of a(n) ______________________________ is to create advertisements, commercials, and other parts of promotional campaigns for its clients.
advertising agency
Number of times an advertisement appears before the customer.
Frequency
The cost to place advertisements is based on many factors. Name three of these factors.
Size of the ad, the price paid for the ad space, how many times the ad will be printed, how many people see the advertisement based on circulation of the media