Principles
of Advertising
Final Test: Study Guide
***Important: The test date has been moved from Monday to Wednesday, June 9 The start time of
the test is 2:00, not 2:30. If this new test time poses a
major schedule conflict with you please call the instructor. ***
The following chapters will be covered on the test:
Chapter 16: Using Electronic
Media: Television and Radio
avails
inventory
networks
makegoods
participation basis
preemption rate
run of station
audience composition
broadcast tv
cable tv
spot radio and spot tv
rating services for radio and tv
Chapter 17: Using Digital
Interactive Media and Direct Mail
interstitial
list broker
catalog
digital interactive media
email advertising
house organ
trends in web advertising usage (Wall Street journal article)
Chapter 18: Using Out of Home,
Exhibitive and Supplementary Media
out of home media
trade show
transit advertising
video brochure
advertising specialty
directories
exhibitive media
product placement
Subject material for potential essay questions include:
- What are the principal benefits of trade shows and
exhibitions?
- What are some of the advantages the internet provides advertisers
that other media may not provide.?
- What are the advantages of broadcast tv advertising for a product
like milk.
- What are the advantages and disadvantages of tv and radio
advertising.