Some media claim that advertisers should focus more attention to Readers per Dollar than CPM as a relative cost figure. Explain why they feel this way, and discuss some of the advantages and disadvantages with the use of both of these measures.
Answer to relevant QuestionsThe chapter opener discusses how intercollegiate athletic programs have become very dependent on revenue from broadcast right to football and basketball games. Discuss the impact this is having on colleges and their athletic ...The most popular form of television commercials is the 30-second spot. Discuss why 30-second spots are so popular among advertisers. When might a marketer be able to effectively use a 10 or 15 second commercial?Discuss the advantages and disadvantages of advertising on radio. Discuss how radio advertising might be used by national versus local advertisers.What are some of the advantages online newspapers have for advertisers? Find the online media kit of a newspaper and analyze how the publisher is promoting the digital edition to prospective advertisers.Promotional products, often referred to as advertising specialties, constitute a multi-billion dollar industry. Explain some of the various forms of promotional products, and how they might be used.
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