You have recently begun your own painting company called Watching Paint Dry. You

Question

You have recently begun your own painting company called Watching Paint Dry. You have contracted with a local advertising agency to begin integrated marketing communications. During the initial meeting with your ad rep, you had time to write down several terms but now are confused as to which each one means. You believe an introductory advertisement in the local newspaper (for example, NOW OPEN) will best serve your initial purpose. Which of the following does NOT fit here?

Media vehicle

Broadcast media

Mass media

Print media

Niche media

Explanation / Answer

Since the company needs exposure initially to as many people as possible by the current means of media, choosing niche media would not make sense as it only caters to region or city specific magazines which would only be able to capitalize the add with a particular area or region and this limits the actual reason for using the advertisement service in the first place. Using means such as media vehicle, broadcast media, and print media are a good approach.

We can also look at this question from another perspective. Since mass media includes all the other forms of media mentioned in here, there is no need for it to be in the notes again as it has already been properly expanded.

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