A national radio broadcaster's association hosts an annual convention that attracts station owners and program managers, as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies. During one forum, a professor of broadcasting initiates a discussion and poses a number of questions based on real-life situations that he has encountered over the years. George, a participant at a convention, has recently taken over his grandfather's bakery in a Midwest city. He wants to place a radio spot in one of the local stations. How can George best take advantage of his spot?
a. By frequently repeating his advertising messages
b. By advertising on AM radio because of its high sound quality
c. By creating ads that depend on demonstration or visual impact
d. By developing creative ads to be aired on satellite radio
Question 2
The __________ outlines the responsibilities and social impact advertising can have and promotes high ethical standards of honesty and decency. It is also considered the most widely recognized industry standard.
a. advertising substantiation program
b. 4As Creative Code
c. Federal Communications Commission
d. Code Authority of the NAB
Grevy's zebras in Samburu National Reserve.
Chimpanzee (Pan troglodytes), Gombe Stream National Park, Tanzania, Africa.