Which of the Following Is a Disadvantage of Magazine Advertising

question 12

Multiple Choice

Which of the following is a disadvantage of magazine advertising?

• A) It lacks flexibility in readership and advertising.
• B) It lacks immediacy that advertisers can get with newspapers or radio.
• C) It lacks authority and believability that enhances the commercial message.
• D) It lacks the permanence that gives a reader time to appraise ads in detail.
• E) It is unable to lend prestige to the products being advertised.

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Definitions:

Partially Disclosed Principal

A principal whose identity is not known by a third party, although the third party is aware that the agent is making an agreement on behalf of a principal. Also called unidentified principal.

Apparent Authority

A form of authority that a third party perceives to exist based on the principal’s behavior, even if no actual authority has been granted by the principal to the agent.

Agency Relationship

A legal arrangement in which one party, the agent, is authorized to act for another, the principal, in business transactions.

Principal

In finance, the original sum of money borrowed or invested, excluding any interest or profit. In legal contracts, the party who authorizes an agent to act on their behalf.