Chapter Questions
Explain the differences between media classes, types and vehicles. Give two examples of each to support your answer.
What does POEM stand for and how might it be used to develop a brand's communications?
Describe the main characteristics of the print media. Find examples to illustrate your points.
Compare and contrast newspapers and magazines as advertising media.
What do you think will be the impact on broadcast television of the growth in penetration by cable television? How will this affect advertisers?
If radio is unobtrusive, why should advertisers use it?
What are the strengths and weaknesses of outdoor advertising media? Why is this means of advertising sometimes referred to as the last true broadcast medium?
Why are the relative costs of each medium different?
Under what conditions should cinema be used as the primary medium?
What is a multichannel campaign and what is the optimal number of channels?