In "a-l" find the correct word from the list below to complete each sentence:
a) By means of institutional advertising a firm may announce a in location,
the adoption of a new policy, the acquirement of a new line of goods or anything else that might be of general interest to their customers.
Another form of institutional advertising exists when several advertisers issue ajoint for the benefit of all of them.
The term "media" refers to the various types of or devices by which
advertising reaches its audience.
d) Geographic selectivity refers to the of a medium to deliver the
advertiser's message to a particular geographic area.
e) Interest selectivity means the of a medium to deliver the advertiser's
message.
Flexibility refers to the ability of the advertiser to change his .
Weekly newspapers are exceedingly useful for certain kinds of
advertising.
h) Newspapers are peculiarly effective in carrying the advertisments of local-
who wish to reach all parts of the cities concerned,i) Small stores whose is limited to customers from surrounding residential
areas usually find the cost of metropolitan newspaper advertising too great and
the coverage too extensive.
j) Newspapers are quite selective from a geographical .
k) A favorable characteristic of newspaper advertising is its or timeliness.
1) It is even possible in times of great to alter advertising insertions between
editions.
patronage 5.message 9.merchants
advertisment 6.vehicles 10.ability
urgency 7.standpoint 11 .flexibility
change 8. capacity 12.media
VII
Arrange the words in suitable pairs:
1. particular 1 .chains
2.joint 2. explanation
3.promoting 3. standpoint
4.direct 4.ideas
5.direct 5.mail
6.designated 6.advertisement
7. metropolitan 7. city
8.high 8. situations
9.drug 9. insertions
10.geographical 10. community
11 .internal 11. circulation
12. advertising 12. mercahandise
VIII
Read the following statements. Say whether they are true, if not correct them.
By means of institutional advertising a department store may announce a changein location.
Another form of institutional advertising exists when several dealers issue a jointadvertisement for the benefits of all of them.
Advertisements of this sort may be devoted to trying to sell goods or merely topromoting prices.
These media include newspapers, magazines, radio, television, direct mail,billboards and others.
Geographic selectivity refers to the ability of a medium to deliver the advertiser'sgoods to a particular geographic area.
Interest selectivity means the capacity of a medium to deliver the advertiser'smessage more or less exclusively to groups of sellers who would presumably beinterested in the product being advertised.
Flexibility refers to the ability of the advertiser to change his message,if need be,a relatively short time before the price-list is to appear.
They have a high circulation, relative to the number of people who might seethem.
Department stores, specialty stores and food and drug chains commonly usenewspapers to good advantage.
A favorable characteristic of newspaper advertising is its geographic selectivityor timeliness.
IX
Complete the sentence by choosing suitable endings from the right-hand column:
1 .The two basic types of advertising are... 1 its flexibility or timeliness.
2. By means of institutional advertising 2 the capacity ot a medium to deliver thea firm may.... advertiser's message more or less
exclusively to groups of consumers.
3. Advertisments of this sort 3. to the ability of a medium to deliver the
advertiser's message to a particular geographic area.
The term media refers.... 4. from a geographical stand point.
Geographic selectivity refers 5. to the various types of vehicles or devices
by which advertising reaches its audience.
6. Interest selectivity means.... 6.to the ability of the advertisers to change
his message.
Flexibility refers.... 7. commodity and institutional
Newspapers are peculiarly effective... 8. announce a cTiange'in location
Newspapers are quite selective... 9. may be devoted to trying to sell goods or
merely promoting ideas
10. A favorable characteristic of 10.in carrying the advertisements of localnewspaper advertising is merchants who wish to reach all parts of
the cities concerned.