A media planner is comparing the relative advantages and disadvantages of television and magazines as advertising vehicles for her client. She needs to keep in mind that when comparing the two, television:
a. gives an advertiser the advantage of lowest absolute cost.
b. has a higher degree of audience selectivity.
c. allows an advertiser to repeat a message more frequently.
d. has a higher degree of audience attentiveness.
Question 2
Which of the following best describes stealth sponsorship?
a. It is when corporations pay journalists to give negative opinions about their competitors in their editorials.
b. It is when corporations embed hidden messages in newspaper advertisements to unconsciously stimulatepeople to want something.
c. It is when journalists are paid by corporations to receive favorable treatment in their editorials.
d. It is when corporations partner with ancillary firms that they deal with to receive monetary favors from them.
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