Crystal, a media buyer, is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers. The ad encourages the purchase of space in a fast-growing magazine that reaches 12 to 18-year-old girls. It invites media buyers to contact the sales department of the magazine for more information. She considers the ad as she has a cosmetics manufacturer as a client who may benefit from this type of ad placement. The client is interested in placing an ad in the teen magazine and cites several reasons why placing an ad in the magazine would be a good idea. Which of the following is an incorrect statement and would not be a good reason for this placement?
a. Magazines have the additional advantage of voluntary exposure to advertising.
b. Magazines are reexamined over a week or a month and have a long life.
c. Magazines are free of ad clutter that other forms of media are subjected to.
d. Magazines offer high-quality color reproduction for illustrations.
Question 2
In a legislation passed in the 1990s, the FTC's role in regulating advertising was expanded regarding:
a. nutrition labeling.
b. spam.
c. telemarketing.
d. direct mail.
