首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Advertising Media in America In the United States, there are many media for advertising. The oldest kind is the newspaper.【1
Advertising Media in America In the United States, there are many media for advertising. The oldest kind is the newspaper.【1
admin
2010-03-25
33
问题
Advertising Media in America
In the United States, there are many media for advertising.
The oldest kind is the newspaper.【1】______ ads it carries help 【1】______
people seek jobs, houses or services.
Magazines may run unusually attractive ads in color.
Magazines like Time and Reader’s Digest are good for national
advertising due to their【2】______. Highly specialized, 【2】______
【3】______ magazines appeal to a wide variety of interests, such 【3】______
as sports, boating and dress-making. They are read by a limited
but【4】______ audience. 【4】______
Radio is a favorite choice to advertisers because it has an
audience【5】______. Radio advertising can be used for national 【5】______
and local campaigns.【6】______ radio is used for larger 【6】______
campaigns. Yet its use has declined since the【7】______ of 【7】______
television, which, as a major medium, can combine the
powerful selling features of the newspaper, the radio and the
【8】______. 【8】______
【9】______ advertising includes in-store banners, window 【9】______
posters, leaflets and other printed matters.
Other modes of advertising include direct-mail advertising
(which involves sending advertising materials by mail to lists
of【10】______ customers), outdoor advertising, and so forth. 【10】______
【7】
Advertising Media in the United States
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 those 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 color. Mass-circulation magazines, such as Time, Newsweek, and Reader’s Digest, reach millions of readers and are used mainly by national advertisers.
There are many consumer magazines that are highly specialized. They appeal to a wide variety of interests, such as sports, gardening, boating, dress making, and many others. In addition, a variety of farm, business, trade, and professional magazines are read by a limited, but stable, audience. These specialized publications offer a select market for advertisers. Medical journals, for instance, carry a large amount of advertising for new drugs and equipment.
Radio is a particularly appealing medium to advertisers because it has an audience all day long. People at home listen to the radio while they relax or prepare meals. Drivers often listen to the radio on the way to or from work. Many people carry transistor radios to picnics, sports events, and other outings. Radio advertising can be used for national and local campaigns. Spot commercials, or brief sales messages on a local station are used to strengthen the advertiser’s sales effort in a specific area. Network radio is used for larger campaigns. However, there has been a decline in the use of network radio advertising since the advent of television.
Television has been a major advertising medium since it first became available on a network basis in 1948. The great advantage of television advertising is that it combines the powerful selling features of the newspaper, the radio, and the motion picture.
Television advertising is costly and therefore can be used only by large enterprises. A national may regularly sponsor a network television show that is seen by millions of viewers throughout the country. In addition, advertisers may purchase spot commercials on local stations.
Point-of-sale advertising includes in-store banners, window posters, counter cards, shelf cards, tags, leaflets, and other printed matter. It informs shoppers that the items they have seen or heard advertised elsewhere can be bought at a particular location. This type of advertising is especially important in self service stores, where there are no salespeople to guide or persuade the shopper.
Direct-mail advertising includes all advertising material sent by mail to lists of prospective customers. The wide variety of material used includes form letters, catalogs, pamphlets, brochures, samples, and even attention-getting novelties. A great part of direct mail advertising is known more specifically as mail-order advertising. The mail-order advertiser uses this technique to get orders for his products or services directly by mail, without the help of salesmen or retail stores. Companies that sell directly by mail also run advertisements, usually with an order coupon included, in magazines and newspapers.
Outdoor advertising includes all forms of advertising messages that are presented near thoroughfares or in public places, such as baseball parks. Most prominent among the variety of devices used in outdoor advertising are highway billboards and electric signs. Building walls are also frequently used for advertising. An outdoor advertisement must present to message in very few words so that it can be read quickly by passersby or motorists.
Other advertising media include car cards placed in public vehicles; theater programs; industrial films; book jackets; giveaways, such as calendars with the company’s name on them; skywriting; and leaflets distributed by hand.
Advertising is often used to obtain leads that are followed up by either salesmen or sales literature. In such cases the ads invite readers or listeners to write to the company for more information about the product or service being offered. Experience has proved that those who respond to such ads are good prospects.
选项
答案
advent/use
解析
转载请注明原文地址:https://kaotiyun.com/show/7HqO777K
0
专业英语八级
相关试题推荐
Musicaffectsusasprofoundlyasanythingweexperience.Verymanypeoplesaythatmusicisa【C1】______oftheireverydaylife.
AnyrequestintheUnitedKingdomtoremoveadisabledperson’sabilitytoreproduceshouldbetreatedwithgreatcaution.Then
Tenyearsago,insettlingthelargestcivillawsuitintheUShistory,thetobaccoindustryagreedtopaythe50states$246bi
A、Toapproveabudgetsupplement.B、Topaytheadvertisingagencyfortheexpo.C、ToholdMrsCaterresponsibleforthecatalogu
A、Anadvertisingagency.B、Abeautifulpicture.C、Aprojectfromthefinanceoffice.D、Acatalogueofproducts.D
A、Whatchildrencandotogetrewards.B、Howchildrenlearnsocialbehaviors.C、Whyitisimportanttohaveachildinafamily.
NextmonthalargegroupofBritishbusinesspeoplearegoingtoAmericaonaventurewhichmaygenerateexportearningsforthe
金融危机爆发以来,国际组织和各国政府都在深刻反思,寻求世界经济和各国经济未来发展之路。对中国经济发展的成就,有喝彩的,也有怀疑的;对中国经济的未来,有看好的,也有唱衰的。对此,我们的头脑是清醒的,信心是坚定的。我们坚持用改革的办法破解发展难题,不
A、Mylettercontainedimportantinformation.B、Mylettermaynotbefoundintheinsurancecompany.C、Theinsurancecompanywoul
AsPhiladelphiagrewfromasmalltownintoacityinthefirsthalfoftheeighteenthcentury,itbecameanincreasinglyimport
随机试题
税收的基本特征不包括()。
心绞痛发作时最有效、作用最快、使用最简便的药物是
最能说明肝硬化患者已存在门脉高压的表现是
某股份有限公司董事会有董事9名。该公司召开董事会会议,下列情况下哪些违反了《公司法》的规定?
底板水平布置(半用卧式泵)的合建式取水构筑物的特点不包括()。
农用地是指直接用于农业生产的土地,包括()。
易燃易爆危险品是指容易燃烧爆炸的危险品,其不包括()。
目前的信用政策为“2/15,N/30”,有占销售额60%的客户在折扣期内付款并享受公司提供的折扣;不享受折扣的应收账款中,有80%可以在信用期内收回,另外20%在信用期满后12.5天(平均数)收回,则企业应收账款平均收现期为()天。
单位会计部门必须在会计年度终了后立即将会计档案移交本单位档案部门管理。()
Bankers’acceptancesoftenariseinforeigntrade.Abusinessbuyinggoodsfromabroadwhereitisnotwellknownanddoesnoth
最新回复
(
0
)