Advertisers can use (36)______ media, or means, to deliver their sales messages. The (37)______ media are newspapers, magazines,

Advertisers can use numerous media, or means, to deliver their sales messages. The principal media are newspapers, magazines, television, radio, direct mail, outdoor signs, and point-of-sale or point-of-purchase advertising. Which single medium or combination of media is used depends on the product, the market area in which the company operates, the income group to which the product appeals, and other considerations.
    Newspapers are the oldest advertising medium in the United States. The newspaper, with its fresh stream of news and features, stimulates a high degree of reader interest every day. Housewives often buy papers for the advertisements as much as for the editorial content. They use the retail ads as shopping guides. Classified ads provide an important service for readers who are seeking a job, an apartment or house, or a special service. Newspapers are useful for both local and national advertising.
    Magazines are another important medium for advertisers. Many magazines are printed on high-quality paper, which makes it possible to run unusually attractive ads in colour. Mass-circulation magazines, such as Time, Newsweek, Playboy, and Reader’s Digest, reach millions of readers and are used mainly by national advertisers.