Entrepreneurship and Small Business (ESB) V2 Certification Practice Exam

What is an advantage of using newspaper marketing?

1. It can reach a global audience

2. It is inexpensive

3. It makes it easy to target a specific geographic area

4. It guarantees sales

The correct answer is: It makes it easy to target a specific geographic area

Using newspaper marketing offers a distinct advantage in its ability to effectively target a specific geographic area. Newspapers are often community-based, allowing businesses to reach potential customers in a defined locale. This hyper-targeting is beneficial for small businesses that may only serve local or regional customers, as it allows them to tailor their messages to the interests and needs of that specific audience. In contrast, while reaching a global audience and ensuring low costs could be seen as advantages of other marketing methods, newspapers typically have a more regional focus, making them less effective for broad international outreach. Additionally, while newspaper advertising can often be cost-effective compared to other forms of advertising, it does not necessarily guarantee sales, as consumer behavior and market dynamics play critical roles in purchasing decisions. Therefore, the ability to specifically cater to the local community is a significant strength of newspaper marketing.