Question 1

Most consumers rely heavily on_______ not only for news, information, and entertainment, but also for the advertising it contains.

Accepted Answer

A)  newspapers 
B)  direct mail 
C)  newsletters 
D)  magazines 
A)  newspapers 
B)  direct mail 
C)  newsletters 
D)  magazines

Question 2

Which of the following statements does NOT describe community newspapers?

Accepted Answer

A)  National advertisers prefer the geographic focus and lower absolute cost of community newspapers. 
B)  These papers appeal primarily to local advertisers. 
C)  They usually ignore content covered by the city-based daily newspaper. 
D)  These papers focus on primarily on news, sports, and events relevant to the local area. 
A)  National advertisers prefer the geographic focus and lower absolute cost of community newspapers. 
B)  These papers appeal primarily to local advertisers. 
C)  They usually ignore content covered by the city-based daily newspaper. 
D)  These papers focus on primarily on news, sports, and events relevant to the local area.

Question 3

Process Equipment and Control News is an example of a(n) _______publication.

Accepted Answer

A)  trade 
B)  professional 
C)  general business 
D)  industrial 
A)  trade 
B)  professional 
C)  general business 
D)  industrial

Question 4

are the most specialized of all advertising media.

Accepted Answer

A)  TV 
B)  Newspapers 
C)  Magazines 
D)  Radio 
A)  TV 
B)  Newspapers 
C)  Magazines 
D)  Radio

Question 5

An advertiser can obtain a specific position on a newspaper page by paying a _______rate.

Accepted Answer

A)  run of paper 
B)  frequent advertiser 
C)  custom placement 
D)  preferred position 
A)  run of paper 
B)  frequent advertiser 
C)  custom placement 
D)  preferred position

Question 6

Healthy Pet and PhotoLife are examples of:

Accepted Answer

A)  trade publications 
B)  general interest consumer magazines 
C)  special interest consumer magazines 
D)  special interest business magazines 
A)  trade publications 
B)  general interest consumer magazines 
C)  special interest consumer magazines 
D)  special interest business magazines

Question 7

Information on the characteristics of magazine audiences in Canada is primarily provided by:

Accepted Answer

A)  Magazines Canada 
B)  A.C. Nielsen 
C)  SRDS's Business Publication Advertising Source 
D)  the magazines themselves 
A)  Magazines Canada 
B)  A.C. Nielsen 
C)  SRDS's Business Publication Advertising Source 
D)  the magazines themselves

Question 8

Advertisers who are seeking broad reach and frequency in their media schedules:

Accepted Answer

A)  must purchase space in a number of different magazines since most publications have thin penetration of households 
B)  find magazines very effective since individual publications reach a very broad target audience 
C)  need to advertise repeatedly in the same magazine 
D)  will find broad reach and frequency an easy goal to accomplish with magazines 
A)  must purchase space in a number of different magazines since most publications have thin penetration of households 
B)  find magazines very effective since individual publications reach a very broad target audience 
C)  need to advertise repeatedly in the same magazine 
D)  will find broad reach and frequency an easy goal to accomplish with magazines

Question 9

Why do advertising rates in ethnic magazines tend to be lower than in general interest publications?

Accepted Answer

A)  National advertisers do not tend to market to ethnic minorities. 
B)  The majority of them are written in English. 
C)  They tend to have low or unauthenticated circulation figures. 
D)  There tend to be only four to seven publications in some of the non-dominant languages. 
A)  National advertisers do not tend to market to ethnic minorities. 
B)  The majority of them are written in English. 
C)  They tend to have low or unauthenticated circulation figures. 
D)  There tend to be only four to seven publications in some of the non-dominant languages.

Question 10

Traditionally, newspaper advertising space has been sold by the:

Accepted Answer

A)  cost per thousand (CPM) 
B)  open rate structure 
C)  agate line 
D)  absolute cost method 
A)  cost per thousand (CPM) 
B)  open rate structure 
C)  agate line 
D)  absolute cost method

Question 11

Because of the medium's ability to turn information around quickly and deliver a detailed message, many companies who provide critical services to consumers often choose to advertise in ________ _ to respond to natural disasters such as earthquakes or hurricanes.

Accepted Answer

A)  radio 
B)  television 
C)  direct mail 
D)  newspapers 
A)  radio 
B)  television 
C)  direct mail 
D)  newspapers

Question 12

A magazine's_______ is one of the primary considerations for an advertiser selecting a particular magazine for advertising.

Accepted Answer

A)  clutter 
B)  price at the newsstand 
C)  lead time 
D)  circulation 
A)  clutter 
B)  price at the newsstand 
C)  lead time 
D)  circulation

Most consumers rely heavily on_______ not only for news, information, and entertainment, but also for the advertising it contains.

Which of the following statements does NOT describe community newspapers?

Process Equipment and Control News is an example of a(n) _______publication.

are the most specialized of all advertising media.

An advertiser can obtain a specific position on a newspaper page by paying a _______rate.

Healthy Pet and PhotoLife are examples of:

Information on the characteristics of magazine audiences in Canada is primarily provided by:

Advertisers who are seeking broad reach and frequency in their media schedules:

Why do advertising rates in ethnic magazines tend to be lower than in general interest publications?

Traditionally, newspaper advertising space has been sold by the:

Because of the medium's ability to turn information around quickly and deliver a detailed message, many companies who provide critical services to consumers often choose to advertise in ________ _ to respond to natural disasters such as earthquakes or hurricanes.

A magazine's_______ is one of the primary considerations for an advertiser selecting a particular magazine for advertising.

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

Most consumers rely heavily on_______ not only for news, information, and entertainment, but also for the advertising it contains.

Which of the following statements does NOT describe community newspapers?

Process Equipment and Control News is an example of a(n) _______publication.

are the most specialized of all advertising media.

An advertiser can obtain a specific position on a newspaper page by paying a _______rate.

Healthy Pet and PhotoLife are examples of:

Information on the characteristics of magazine audiences in Canada is primarily provided by:

Advertisers who are seeking broad reach and frequency in their media schedules:

Why do advertising rates in ethnic magazines tend to be lower than in general interest publications?

Traditionally, newspaper advertising space has been sold by the:

Because of the medium's ability to turn information around quickly and deliver a detailed message, many companies who provide critical services to consumers often choose to advertise in ________ _ to respond to natural disasters such as earthquakes or hurricanes.

A magazine's_______ is one of the primary considerations for an advertiser selecting a particular magazine for advertising.

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