填空题
| Classified Advertising is that advertising which is grouped in certain (21) of the paper and is thus distinguished from display advertising. Such groupings as "Help (22) ", "Real Estate", "Lost and Found" are made, the rate (23) being less than for display advertising. Classified advertisements are a convenience to the reader and a (24) to the advertiser. The reader who is interested (25) a particular kinds of advertisement finds all advertisements of that type grouped for him. The advertisers may, on this (26) , use a very small advertisement that would be lost if it were placed among larger advertisements in the paper. It is evident that the reader approaches the classified advertisement in a different frame of mind from that (27) he approaches the other advertisements in the paper. He turns to a page of classified advertisements to (28) the particular advertisement that will meet his needs. As his attention is voluntary, the advertiser does not need to rely to much extent on display type to get the reader’s attention. Formerly all classified advertisements were of the same size and did not have display type. With the increase in the number of such advertisements, however, each advertiser within a certain group is (29) others in the same group for the reader’s attention. In many eases the result (30) an increase in the size of the space used and the addition of headlines and pictures. In that way the classified advertisement has in reality become a display advertisement. This is particularly true of real estate advertising. |