Chat with AIExam 10: Using Newspapers
An advertiser signed an annual contract to purchase 3,000 column inches @ $4.25 per column inch, subject to an end-of-year adjustment. After a year, the advertiser had actually used 2,500. If the paper charges according to the following scale, determine what, if anything, should be done to the advertiser's account.
Rate Minimum Annual Use (Column Inches) Price per Column Inch Open -- \ 5.35 Variable 1,000 \ 5.00 2,000 \ 4.65 3,000 \ 4.25 4,000 \ 3.75
(38) 
Answered by Examlex AI CopilotTo determine what should be done to the advertiser's account, we need to calculate the cost of the actual column inches used based on the rate scale provided and compare it to what the advertiser has already paid.
The advertiser contracted for 3,000 column inches at $4.25 per column inch, but only used 2,500 column inches. According to the rate scale, the price per column inch for an annual use of 2,000 to 2,999 column inches is $4.65.
First, let's calculate the cost of the 2,500 column inches at the contracted rate:
Contracted rate cost = 2,500 column inches * $4.25 per column inch
Contracted rate cost = $10,625
Now, let's calculate the cost of the 2,500 column inches at the adjusted rate based on actual usage:
Adjusted rate cost = 2,500 column inches * $4.65 per column inch
Adjusted rate cost = $11,625
The advertiser has paid for more column inches than they used, based on the contracted rate. However, since they used fewer column inches than contracted, the rate per column inch increases to $4.65.
The difference between what the advertiser has paid and what they should have paid at the adjusted rate is:
Difference = Adjusted rate cost - Contracted rate cost
Difference = $11,625 - $10,625
Difference = $1,000
Since the adjusted rate cost is higher than what the advertiser has already paid, the advertiser should be charged an additional $1,000 to account for the higher rate per column inch based on the actual usage of 2,500 column inches.
Define and discuss relationship marketing and its importance to the successful marketing of newspapers to advertisers.
(33) Answered by Examlex AI CopilotRelationship marketing is a marketing strategy that focuses on building long-term relationships with customers, rather than just focusing on one-time transactions. It involves creating and maintaining strong connections with customers through personalized communication, customer service, and loyalty programs.
In the context of newspapers and their advertisers, relationship marketing is crucial for building and maintaining strong partnerships. By developing a deep understanding of the needs and preferences of advertisers, newspapers can tailor their marketing strategies to better meet their needs. This can include offering customized advertising packages, providing valuable insights and data on readership demographics, and offering exceptional customer service to ensure the advertisers' needs are met.
Importantly, relationship marketing also helps newspapers to retain advertisers over the long term. By building trust and loyalty, newspapers can reduce churn and increase the lifetime value of their advertisers. This is especially important in the newspaper industry, where advertisers often seek long-term partnerships to build brand awareness and customer loyalty.
Furthermore, relationship marketing can also lead to word-of-mouth referrals and recommendations, as satisfied advertisers are more likely to recommend the newspaper to their peers and colleagues. This can help newspapers to attract new advertisers and expand their customer base.
In conclusion, relationship marketing is essential for the successful marketing of newspapers to advertisers. By focusing on building and maintaining strong, long-term relationships, newspapers can better understand and meet the needs of their advertisers, increase retention, and attract new business through referrals. This ultimately leads to a more successful and sustainable advertising revenue stream for newspapers.
Newspaper purists say USA Today lacks:
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VerifiedD
Which of the following opportunities does NOT contribute to the statement that newspapers offer significant flexibility?
(34) Which of the following is NOT characteristic of newspapers directed at the African-American audience?
(29) Newspaper readership among teens and young adults has not kept pace with population growth.
(34) A short rate is a type of rate that is always lower than open rates.
(37) Which of the following is NOT among choices advertisers have when they consider newspapers?
(38) Which newspaper has the lowest CPM?
Newspaper Open-Rate Page Cost Circulation Daily Blab \ 3,500 500 Orlando Oracle \ 2,400 400 Kansas Cosmo \ 7,200 900 Crest Crier \ 5,400 600
(40) Once an enduring newspaper tradition, the Sunday magazine supplement published by most major dailies has been replaced by:
(37) Classified advertising, despite its annual revenue being in decline, is still the most profitable department of most newspapers.
(29) What are the two categories of newspaper advertising? Discuss how each has changed recently.
(38) Which of the following businesses was one of the first to use (and continues to use)zoned preprints?
(43) As difficult as it is in a multicultural society, newspapers must find ways to address the heterogeneous population if they have any hope of maintaining their position as a primary source for news and advertising.
(26) Called ________ coverage, it is a technique newspapers use to augment circulation by delivering newspaper-supported direct-mail or shoppers to virtually every household in a market.
(39) Although the number of newspaper readers is declining, newspapers are strong among college graduates and households with incomes in excess of $100,000.
(34) The least likely group to read a newspaper on a regular basis is (are):
(37) Which medium leads in advertising revenues received from local businesses?
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