Scenario 12-2 When Advertisers Consider Running Ads in American Life Magazine, They

question 71

Multiple Choice

Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts. The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300. The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300. 
-(Scenario 12-2) A media planner working for a high-end clothing retailer looks at its sales figures and discovers that a vast majority of its sales generated are from large cities.She decides to buy space in American Life editions that reach the top 10 metropolitan markets.This media strategy is referred to as: 

• A) geo-targeting.  
• B) flighting. 
• C) pulsing. 
• D) share of voice.

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Definitions:

Anticonvulsant

A type of medication used to prevent or treat seizures in individuals with epilepsy or other seizure disorders.

Schizophrenia

A profound mental illness marked by significant alterations in cognition, perception, feelings, speech, self-identity, and actions.

Major Depression

An emotional disorder defined by a consistent feeling of despondency or a waning interest in day-to-day pursuits, drastically impeding daily activities.

Substance Abuse

The detrimental or dangerous consumption of mind-altering substances, such as alcohol and illegal drugs.