Read the overview below and complete the activities that follow. In selecting which types of advertising media to employ, the marketing manager must broadly consider reach and frequency, as well as any specific benefits and issues associated with a given type of advertising media. The greater the reach and higher the frequency, the more expensive the overall advertising campaign will be. This activity is important because advertising budgets are not unlimited, and marketing managers are usually required to make trade- offs when considering which type of advertising media to employ and the level of reach and frequency that can be obtained within the constraints of the related budget. The goal of this exercise is to demonstrate an understanding of some of the pros and cons associated with the seven broad categories of advertising media available to a marketing manager. To much of the general public, advertising is synonymous with marketing because advertising is a very visible side of marketing-not surprising, since advertising is one of the dominant forms of marketing communication. According to Ad Age, in 2015 spending by the top 200 U.S. advertisers reached $142.5 billion. Read the statements. Drag and drop each item into the correct spot within the chart. Placement & message Overuse Pros Cons Type of Media Television Credibility Senses Audio Reproduction Geographic flexibility Audience selectivity Radio Newspapers Magazines Outdoor Control Exposure Interactive Ad placement Direct Mail Cost Space & structure Digital Decat