As a newly hired media planner with a list of clients who benefit from timely local advertising, you need to be familiar with the advertising options that your metropolitan and suburban newspapers offer. Briefly define the three broad types of newspaper ads, and their sub-types.

Describe four main advantages of newspapers as a media class.

Aside from the fact that cable TV offers more channels and more programming, what are the two other aspects that distinguish cable from network TV?

An ad agency has just won a new account that wants to begin by focusing on television commercials, and then later, possibly branch into print and Internet ads. The agency's account executive, media planner, and account planner meet with the advertiser's team to review advertising options offered by various television formats. What are the four categories of basic television (excluding new and emerging formats such as Web TV and interactive TV) that they would consider?

You are selling advertising space for a local radio station. However, many of your potential advertisers use television extensively because of its creative opportunities. What advantages would your radio station offer potential advertisers that television advertising cannot match?