Question 1

Magazine publishers attempt to control the_______ problem by maintaining a reasonable balance of editorial pages to advertising.

Accepted Answer

A)  quality 
B)  clutter 
C)  colour 
D)  creativity 
A)  quality 
B)  clutter 
C)  colour 
D)  creativity

Question 2

newspapers originate in small towns or suburbs and usually focus on news, sports, and events relevant to a local area or community.

Accepted Answer

A)  Regional 
B)  Daily 
C)  Community 
D)  Special-audience 
A)  Regional 
B)  Daily 
C)  Community 
D)  Special-audience

Question 3

Clutter is viewed as less of a problem for magazines than radio or television because:

Accepted Answer

A)  exposure to magazine ads is easier to control as the consumer can simply turn a page if uninterested in an ad 
B)  consumers tend to be less receptive to print advertising than they are to broadcast advertising 
C)  print ads are always more creative and interesting than television ads 
D)  consumers have been trained to expect more ad messages than they can decode 
A)  exposure to magazine ads is easier to control as the consumer can simply turn a page if uninterested in an ad 
B)  consumers tend to be less receptive to print advertising than they are to broadcast advertising 
C)  print ads are always more creative and interesting than television ads 
D)  consumers have been trained to expect more ad messages than they can decode

Question 4

The Globe & Mail and The National Post are examples of _______newspapers.

Accepted Answer

A)  weekly 
B)  regional 
C)  national 
D)  weekday 
A)  weekly 
B)  regional 
C)  national 
D)  weekday

Question 5

Which of the following does NOT contribute to the reproduction quality of magazine advertising?

Accepted Answer

A)  Creativity developed to evoke an emotional response 
B)  Printing processes that provide excellent reproduction of black and white pictures 
C)  The high quality of the paper stock used in magazines 
D)  Prevalent use of colour in magazine ads 
A)  Creativity developed to evoke an emotional response 
B)  Printing processes that provide excellent reproduction of black and white pictures 
C)  The high quality of the paper stock used in magazines 
D)  Prevalent use of colour in magazine ads

Question 6

An advertiser might use an island ad as a way to:

Accepted Answer

A)  reduce overall costs of newspaper advertising 
B)  create high reproduction ads 
C)  promote the specific brands of clothing carried by the store 
D)  break through the clutter typically found in newspapers 
A)  reduce overall costs of newspaper advertising 
B)  create high reproduction ads 
C)  promote the specific brands of clothing carried by the store 
D)  break through the clutter typically found in newspapers

Question 7

Which media type does research suggest holds the most audience attention?

Accepted Answer

A)  Browsing a general website 
B)  Reading a print magazine 
C)  Browsing a social media site 
D)  Watching television 
A)  Browsing a general website 
B)  Reading a print magazine 
C)  Browsing a social media site 
D)  Watching television

Question 8

The advertising manager for a fashionable, upscale women's clothing line is concerned over an ad agency recommendation to run ads for the brand in People magazine. She feels the editorial environment of the magazine may not be appropriate to the high fashion and trendy positioning strategy being used for the brand. This reflects concern over what specific aspect of magazine advertising?

Accepted Answer

A)  Media image 
B)  Reproduction quality 
C)  Permanence 
D)  Creative options 
A)  Media image 
B)  Reproduction quality 
C)  Permanence 
D)  Creative options

Question 9

Iryna overheard a conversation in which the following terms were used: Short closing times, high penetration, and ad reproduction limitations. Which media vehicle was being discussed in the conversation that Iryna overheard?

Accepted Answer

A)  Direct mail 
B)  Magazines 
C)  Newspapers 
D)  Billboards 
A)  Direct mail 
B)  Magazines 
C)  Newspapers 
D)  Billboards

Question 10

Each of the following statements about readers' selective exposure and attention to newspapers ads is true EXCEPT:

Accepted Answer

A)  Consumers tend to spend a short amount of time reading the paper each day, so exposure to ads is limited. 
B)  Advertisers can't specify a specific section of the paper in which to place their ad, which might at least lessen the lack of exposure. 
C)  Readers may not even open certain sections, and will miss seeing an ad altogether. 
D)  A daily newspaper is rarely kept around the home for more than a day. 
A)  Consumers tend to spend a short amount of time reading the paper each day, so exposure to ads is limited. 
B)  Advertisers can't specify a specific section of the paper in which to place their ad, which might at least lessen the lack of exposure. 
C)  Readers may not even open certain sections, and will miss seeing an ad altogether. 
D)  A daily newspaper is rarely kept around the home for more than a day.

Question 11

The cost of advertising space in magazines is primarily a function of:

Accepted Answer

A)  the ad's position in the magazine 
B)  the frequency of ad insertions 
C)  the size of the advertisement 
D)  the circulation of the publication 
A)  the ad's position in the magazine 
B)  the frequency of ad insertions 
C)  the size of the advertisement 
D)  the circulation of the publication

Question 12

"Used a coupon," "switched to a different brand," and "discussed an ad with a friend" are all behavioural effects of which strength of magazine advertising?

Accepted Answer

A)  Target audience coverage 
B)  High involvement processing 
C)  Clutter 
D)  Cost efficiency 
A)  Target audience coverage 
B)  High involvement processing 
C)  Clutter 
D)  Cost efficiency

Question 13

A creative technique for newspaper advertising whereby an ad is surrounded by editorial material is known as a(n):

Accepted Answer

A)  island ad 
B)  offset page 
C)  gatefold 
D)  ink-set image 
A)  island ad 
B)  offset page 
C)  gatefold 
D)  ink-set image

Question 14

describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places.

Accepted Answer

A)  Guaranteed readership 
B)  Primary readership 
C)  Pass-along readership 
D)  Total readership 
A)  Guaranteed readership 
B)  Primary readership 
C)  Pass-along readership 
D)  Total readership

Question 15

Based on the circulation figures of 2012-13, what is the major U.S. based magazine in Canada?

Accepted Answer

A)  National Geographic 
B)  Men's Health 
C)  O, The Oprah Magazine 
D)  Martha Stewart Living 
A)  National Geographic 
B)  Men's Health 
C)  O, The Oprah Magazine 
D)  Martha Stewart Living

Question 16

Magazines such as Martha Stewart Living, O The Oprah Magazine, and Men's Journal are succeeding because:

Accepted Answer

A)  the publications have large editorial staffs 
B)  the magazines appeal to the conspicuous consumption lifestyle of today's consumers 
C)  the magazines have editorial platforms that appeal to the interests, lifestyles, and demographics of the consumer 
D)  the magazines have very large circulation bases 
A)  the publications have large editorial staffs 
B)  the magazines appeal to the conspicuous consumption lifestyle of today's consumers 
C)  the magazines have editorial platforms that appeal to the interests, lifestyles, and demographics of the consumer 
D)  the magazines have very large circulation bases

Question 17

Which of the following is NOT an advantage associated with advertising in newspapers?

Accepted Answer

A)  High geographic flexibility 
B)  High reproduction quality 
C)  High level reader involvement 
D)  High degree of market coverage 
A)  High geographic flexibility 
B)  High reproduction quality 
C)  High level reader involvement 
D)  High degree of market coverage

Question 18

Which of the following is a disadvantage associated with advertising in magazines?

Accepted Answer

A)  Lack of permanence 
B)  Limited reach and frequency 
C)  Lack of consumer receptivity to ads 
D)  Lack of prestige 
A)  Lack of permanence 
B)  Limited reach and frequency 
C)  Lack of consumer receptivity to ads 
D)  Lack of prestige

Question 19

Advertisers who want to achieve geographic selectivity in their magazine media schedule can do so by advertising in:

Accepted Answer

A)  international editions of magazines only 
B)  magazines like Toronto Life and Vancouver Magazine 
C)  trade publications 
D)  special-interest farm publications 
A)  international editions of magazines only 
B)  magazines like Toronto Life and Vancouver Magazine 
C)  trade publications 
D)  special-interest farm publications

Question 20

Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true?

Accepted Answer

A)  Advertisers generally attach greater value to primary in-home readers. 
B)  Pass-along readers generally spend more time with a magazine and pick it up more often than do primary readers. 
C)  Pass-along readers should be totally discounted in evaluating magazine readership. 
D)  Advertisers generally attach greater value to pass-along readers. 
A)  Advertisers generally attach greater value to primary in-home readers. 
B)  Pass-along readers generally spend more time with a magazine and pick it up more often than do primary readers. 
C)  Pass-along readers should be totally discounted in evaluating magazine readership. 
D)  Advertisers generally attach greater value to pass-along readers.

Magazine publishers attempt to control the_______ problem by maintaining a reasonable balance of editorial pages to advertising.

newspapers originate in small towns or suburbs and usually focus on news, sports, and events relevant to a local area or community.

Clutter is viewed as less of a problem for magazines than radio or television because:

The Globe & Mail and The National Post are examples of _______newspapers.

Which of the following does NOT contribute to the reproduction quality of magazine advertising?

An advertiser might use an island ad as a way to:

Which media type does research suggest holds the most audience attention?

Iryna overheard a conversation in which the following terms were used: Short closing times, high penetration, and ad reproduction limitations. Which media vehicle was being discussed in the conversation that Iryna overheard?

Each of the following statements about readers' selective exposure and attention to newspapers ads is true EXCEPT:

The cost of advertising space in magazines is primarily a function of:

"Used a coupon," "switched to a different brand," and "discussed an ad with a friend" are all behavioural effects of which strength of magazine advertising?

A creative technique for newspaper advertising whereby an ad is surrounded by editorial material is known as a(n):

describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places.

Based on the circulation figures of 2012-13, what is the major U.S. based magazine in Canada?

Magazines such as Martha Stewart Living, O The Oprah Magazine, and Men's Journal are succeeding because:

Which of the following is NOT an advantage associated with advertising in newspapers?

Which of the following is a disadvantage associated with advertising in magazines?

Advertisers who want to achieve geographic selectivity in their magazine media schedule can do so by advertising in:

Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true?

Integrated Marketing Communications

Organizing for Imc: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the Imc Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for IMC

Filters

Exam 12: Print Media

Magazine publishers attempt to control the_______ problem by maintaining a reasonable balance of editorial pages to advertising.

newspapers originate in small towns or suburbs and usually focus on news, sports, and events relevant to a local area or community.

Clutter is viewed as less of a problem for magazines than radio or television because:

The Globe & Mail and The National Post are examples of _______newspapers.

Which of the following does NOT contribute to the reproduction quality of magazine advertising?

An advertiser might use an island ad as a way to:

Which media type does research suggest holds the most audience attention?

Iryna overheard a conversation in which the following terms were used: Short closing times, high penetration, and ad reproduction limitations. Which media vehicle was being discussed in the conversation that Iryna overheard?

Each of the following statements about readers' selective exposure and attention to newspapers ads is true EXCEPT:

The cost of advertising space in magazines is primarily a function of:

"Used a coupon," "switched to a different brand," and "discussed an ad with a friend" are all behavioural effects of which strength of magazine advertising?

A creative technique for newspaper advertising whereby an ad is surrounded by editorial material is known as a(n):

describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places.

Based on the circulation figures of 2012-13, what is the major U.S. based magazine in Canada?

Magazines such as Martha Stewart Living, O The Oprah Magazine, and Men's Journal are succeeding because:

Which of the following is NOT an advantage associated with advertising in newspapers?

Which of the following is a disadvantage associated with advertising in magazines?

Advertisers who want to achieve geographic selectivity in their magazine media schedule can do so by advertising in:

Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true?

Integrated Marketing Communications

Organizing for Imc: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the Imc Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for IMC

Filters