P. 1
Chap 016

Chap 016

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Published by Deepak Raj

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Published by: Deepak Raj on Dec 24, 2011
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03/26/2013

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Shur-Valu Supermarkets changes its ads constantly to describe new products it has for sale and
different price specials it offers. Which medium would be the least logical choice for placement
of its messages?

a.billboard (outdoor)
b.direct mail
c.radio
d.magazines
e.newspapers

Answer: d

Page: 350; Figure 16-2
Rationale: Magazines need a long lead time to change the copy and focus of the message, and
because this supermarket constantly changes its ads, magazines would be inappropriate. News
papers or radio may be more appropriate because it takes a short time to develop the ad.

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