Scenario 13-2
A national radio broadcaster's association hosts an annual convention that attracts station owners and program managers, as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies. During one forum, a professor of broadcasting initiates a discussion and poses a number of questions based on real-life situations that he has encountered over the years.
-(Scenario 13-4)Greta's Garden plans to use a particular type of advertising to announce a new addition-the full line from Holland Hothouse,a grower of award-winning tulip bulbs and rose bushes.Greta's Garden plans to advertise about the new addition in the local newspaper,and Holland will be paying 20 percent of the media bill.What type of advertising is Greta's Garden considering?

Question

Scenario 13-2
A national radio broadcaster's association hosts an annual convention that attracts station owners and program managers, as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies. During one forum, a professor of broadcasting initiates a discussion and poses a number of questions based on real-life situations that he has encountered over the years.​​
-(Scenario 13-4)Greta's Garden plans to use a particular type of advertising to announce a new addition-the full line from Holland Hothouse,a grower of award-winning tulip bulbs and rose bushes.Greta's Garden plans to advertise about the new addition in the local newspaper,and Holland will be paying 20 percent of the media bill.What type of advertising is Greta's Garden considering?

Quizplus · Accepted Answer

Greta's Garden is considering co-op advertising, where Holland Hothouse will be paying a percentage of the media bill. Co-op advertising is where two or more businesses share the cost and space of an advertisement to increase exposure and reduce cost. The fact that Holland Hothouse is paying a percentage of the bill indicates co-op advertising. None of the other options (crowdsourcing, social network ads, and infomercials) apply to this scenario.

Scenario 13-2 A National Radio Broadcaster's Association Hosts an Annual Convention That