_________________ is generally perceived to be more credible than ...

[future617RT]

_________________ is generally perceived to be more credible than commercially sponsored promotion.
 Fill in the blank(s) with correct word

Question 2

As a newly hired media planner with a list of clients who benefit from timely local advertising, you need to be familiar with the advertising options that your metropolitan and suburban newspapers offer. Briefly define the three broad types of newspaper ads, and their sub-types.

[Carissamariew]

Answer to Question 1

Word-of-Mouth Communication

Answer to Question 2

Advertisers have several options when it comes to the types of ads that can be placed in a newspaper: display advertising, inserts, and classified advertising.

1) Display advertising in newspapers includes the standard components of a print ad
headline, body copy, and often an
illustrationto set it off from the news content of the paper. An important form of display advertising is co-op advertising sponsored by manufacturers. In co-op advertising, a manufacturer pays part of the media bill when a local merchant features the manufacturer's brand in advertising.

2) Inserts do not appear on the printed newspaper page but rather are folded into the newspaper before distribution. There are two types of insert advertisements. The first is a preprinted insert, which is an advertisement delivered to the newspaper fully printed and ready for insertion into the newspaper. The second type of insert ad is a free-standing insert (FSI), which contains cents-off coupons for
a variety of products and is typically delivered with Sunday newspapers.

3) Classified advertising is newspaper advertising that appears as all-copy messages under categories such as sporting goods, employment, and automobiles. Many classified ads are taken out by individuals, but real estate firms, automobile dealers, and construction firms also
buy classified advertising.