填空题

Advertisers can use (15)_________________media, or means, to deliver their sales messages. The(16)_________________media are newspapers, magazines, television, radio, direct mail, outdoor (17)_________________, and point-of-sale or point-of-purchase advertising. Which single medium or (18)________________________of media is used depends on the product, the market area in which the company (19)____________________________, the income group to which the product appeals, and other (20)_________________ Newspapers are the oldest advertising medium in the United States. The newspaper, with its fresh stream of news and features, (21)_________________a high degree of reader interest every day. Housewives often buy papers for the advertisements as much as for the (22)_________________content. They use the retail ads as shopping guides. (23)_________________. Newspapers are useful for both local and national advertising. (24)___________________________________________________Mass-circulation magazines, such as Time, Newsweek, Playboy, and Reader’s Digest, reach millions of readers and are used mainly by national advertisers.