17. A major strength of radio is that it is second only to magazines in its ability to ___________.

26. Compared with other media, _____ is much less wasteful and will usually produce the highest percentage of responses.

35. In advertising terminology, magazines would be considered a ______, unlike specific types of magazines such as Time, Runner’s World, Ebony, and Cosmopolitan.

46. _____ indicate(s) the total coverage, or duplicated audience, exposed to a particular advertising schedule.

11. Which of the following is true about syndicated advertising?

47. Gross rating points (GRPs) are calculated by _____.

36. Ad managers and media specialists have technical terms they associate with specifying _______ objectives: (1) reach, (2) frequency, (3) weight, (4) continuity, (5) recency, and (6) cost.

9. One of the keys to success of the informercial is ____________. 

34. NCIS, CBS Evening News, Grey’s Anatomy, Suits, and Sunday Night Football are ________ for carrying television advertisements.

8. Mailing list enhancements can be achieved by adding the following information to basic name and address data ___________.