填空题

Advertisers can use (36) media, or means, to deliver their sales messages. The (37) media are newspapers, magazines, television, radio, direct mail, outdoor (38) , and point-of-sale or point-of-purchase advertising. Which single medium or (39) of media is used depends on the product, the market area in which the company (40) , the income group to which the product appeals, and other (41) . Newspapers are the oldest (42) medium in the United States. The newspaper, with its fresh stream of news and features, (43) a high degree of reader interest every day. (44) . They use the retail ads as shopping guides. (45) . Newspapers am useful for both local and national advertising. (46) . Mass-circulation magazines, such as Time, Newsweek, Playboy, and Reader’s Digest, reach millions of readers and are used mainly by national advertisers.