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A national advertiser would like to advertise more in newspapers, but there is a substantial rate ...

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A national advertiser would like to advertise more in newspapers, but there is a substantial rate ...

A national advertiser would like to advertise more in newspapers, but there is a substantial rate differential between national advertisers purchasing the same ad size as local retailers. On average, the national advertisers must pay more than 60 percent more for the same space. What can a national advertiser do to avoid this rate differential?
A) Use the "one-order, one-bill" ordering system because they've negotiated the rates down to the local rates.
B) Use the "co-op" ordering system because they've negotiated the rates down to the local rates.
C) Use co-op advertising, which is an arrangement between an advertiser and a retailer whereby the retailer buys the ad at the local rate and the advertiser reimburses some or all of the costs.
D) Advertise only in larger cities because newspapers in those markets do not charge a rate differential.
E) There's really nothing a national advertiser can do to avoid the higher rate.

Textbook

Advertising & IMC: Principles and Practice

Edition: 10^th

Authors: Moriart, Mitchell, Wells

Read 99 times

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