Question 1

Online competitors introduced two new concepts that challenged newspaper executives to maintain the foothold their classified advertising sections had. The concepts are:

Accepted Answer

A) total-market coverage and inserts. 
B) aggregation and vertical sites. 
C) zoning and blown-ins. 
D) co-ops and preferred-position rates. 
E) amelioration and suspension. 
A) total-market coverage and inserts. 
B) aggregation and vertical sites. 
C) zoning and blown-ins. 
D) co-ops and preferred-position rates. 
E) amelioration and suspension.

Question 2

The success of any vehicles of the ethnic press is largely a function of the revenue they receive from advertising.

Accepted Answer

A) True 
 B)False

Question 3

The primary determinant in the survival and success of ethnic-oriented newspapers is ________, just as it is for mainstream media.

Accepted Answer

The answer of The primary determinant in the survival and...

Question 4

Which of the following is NOT a retailing trend that has the potential to affect newspaper advertising?

Accepted Answer

A) consolidation of retail outlets and a concentration of nontraditional services 
B) promotion of retail store names as brands 
C) more emphasis on store-brand and private-label merchandising 
D) addition of shopping options to cater to the changing consumer preferences 
E) mega-stores separating from their premises various service that were under one roof 
A) consolidation of retail outlets and a concentration of nontraditional services 
B) promotion of retail store names as brands 
C) more emphasis on store-brand and private-label merchandising 
D) addition of shopping options to cater to the changing consumer preferences 
E) mega-stores separating from their premises various service that were under one roof

Question 5

The co-op advertising system does all of the following EXCEPT:

Accepted Answer

A) allows national advertisers to provide a minimum amount of funds to local advertisers. 
B) allows national advertisers to build goodwill with retailers and distributors. 
C) allows national advertisers to exercise some creative control over local advertising. 
D) allows national advertisers to save some money. 
E) allows national advertisers to capitalize on national rates. 
A) allows national advertisers to provide a minimum amount of funds to local advertisers. 
B) allows national advertisers to build goodwill with retailers and distributors. 
C) allows national advertisers to exercise some creative control over local advertising. 
D) allows national advertisers to save some money. 
E) allows national advertisers to capitalize on national rates.

Question 6

What are newspaper-distributed supplements? Discuss their important to the newspaper business.

Accepted Answer

Newspaper-distributed supplements are ad

Question 7

Whatever method newspaper executives choose to obtain total market coverage, the purpose is the sameto reach all households in a market whether or not they are newspaper subscribers.

Accepted Answer

A) True 
 B)False

Question 8

Newspapers have experienced dramatic increases in advertising rates and CPM caused by:

Accepted Answer

A) rising fixed costs. 
B) increased union demands. 
C) local government regulations. 
D) federal government regulations. 
E) deregulation of trucking. 
A) rising fixed costs. 
B) increased union demands. 
C) local government regulations. 
D) federal government regulations. 
E) deregulation of trucking.

Question 9

Because newspapers dominated the local market for so long, they failed to develop a so-called ________ mentality to which their more aggressive competitors have ascribed.

Accepted Answer

The answer of Because newspapers dominated the local market for...

Question 10

Market research indicates that readers do NOT depend on newspaper to provide information about:

Accepted Answer

A) things to do. 
B) places to go. 
C) relevant local, national, and international news. 
D) self-help articles. 
E) which doctor or dentist to choose. 
A) things to do. 
B) places to go. 
C) relevant local, national, and international news. 
D) self-help articles. 
E) which doctor or dentist to choose.

Question 11

Discuss the impact of the Internet on newspapers.

Accepted Answer

The impact of the Internet on newspapers

Question 12

While newspapers' portability and convenience have kept it relatively safe from the increased use of Web sites, ________ may remove that protection.

Accepted Answer

A) radio 
B) television Web sites 
C) Internet-capable smart mobile devices 
D) Millennium Digital Copyright Act 
E) Magazine Web sites 
A) radio 
B) television Web sites 
C) Internet-capable smart mobile devices 
D) Millennium Digital Copyright Act 
E) Magazine Web sites

Question 13

With fewer retail advertisers, the trend in lower total retail advertising dollars appears to be continuing.

Accepted Answer

A) True 
 B)False

Question 14

The Asian community papers share this problem with the Hispanic community papers.

Accepted Answer

A) lack of readership 
B) difficulty in maintaining profitability 
C) multiple languages and cultures in the general category 
D) fewer people who can read a foreign language 
E) a backlash from the dominant culture toward other languages 
A) lack of readership 
B) difficulty in maintaining profitability 
C) multiple languages and cultures in the general category 
D) fewer people who can read a foreign language 
E) a backlash from the dominant culture toward other languages

Question 15

List and discuss advantages newspapers offer businesses contemplating advertising.

Accepted Answer

Newspapers offer several advantages for

Question 16

The process newspapers use to identify advertisers and readers begins with:

Accepted Answer

A) setting realizable objectives. 
B) fulfilling their stated mission. 
C) introducing product sampling. 
D) marketing research. 
E) subscription reviews. 
A) setting realizable objectives. 
B) fulfilling their stated mission. 
C) introducing product sampling. 
D) marketing research. 
E) subscription reviews.

Question 17

Highlight typical problems found in marketing newspapers today.

Accepted Answer

There are several typical problems found

Question 18

Under ABC rule, to qualify as paid circulation, copies of a newspaper must be sold for 50 percent or more of the standard subscription price.

Accepted Answer

A) True 
 B)False

Question 19

Zoned newspapers help to overcome:

Accepted Answer

A) the high cost of subscriptions. 
B) the problem of insert clutter. 
C) lack of excitement from mere black-and-white. 
D) lack of features for younger audiences. 
E) ROP insert advertising. 
A) the high cost of subscriptions. 
B) the problem of insert clutter. 
C) lack of excitement from mere black-and-white. 
D) lack of features for younger audiences. 
E) ROP insert advertising.

Question 20

The biggest challenge for any newspaper that aspires to national circulation is:

Accepted Answer

A) having a vision. 
B) creating local content. 
C) finding a profitable advertising niche. 
D) committed management. 
E) cooperative distributors. 
A) having a vision. 
B) creating local content. 
C) finding a profitable advertising niche. 
D) committed management. 
E) cooperative distributors.

Exam 10: Using Newspapers

Online competitors introduced two new concepts that challenged newspaper executives to maintain the foothold their classified advertising sections had. The concepts are:

The success of any vehicles of the ethnic press is largely a function of the revenue they receive from advertising.

The primary determinant in the survival and success of ethnic-oriented newspapers is ________, just as it is for mainstream media.

Which of the following is NOT a retailing trend that has the potential to affect newspaper advertising?

The co-op advertising system does all of the following EXCEPT:

What are newspaper-distributed supplements? Discuss their important to the newspaper business.

Whatever method newspaper executives choose to obtain total market coverage, the purpose is the sameto reach all households in a market whether or not they are newspaper subscribers.

Newspapers have experienced dramatic increases in advertising rates and CPM caused by:

Because newspapers dominated the local market for so long, they failed to develop a so-called ________ mentality to which their more aggressive competitors have ascribed.

Market research indicates that readers do NOT depend on newspaper to provide information about:

Discuss the impact of the Internet on newspapers.

While newspapers' portability and convenience have kept it relatively safe from the increased use of Web sites, ________ may remove that protection.

With fewer retail advertisers, the trend in lower total retail advertising dollars appears to be continuing.

The Asian community papers share this problem with the Hispanic community papers.

List and discuss advantages newspapers offer businesses contemplating advertising.

The process newspapers use to identify advertisers and readers begins with:

Highlight typical problems found in marketing newspapers today.

Under ABC rule, to qualify as paid circulation, copies of a newspaper must be sold for 50 percent or more of the standard subscription price.

Zoned newspapers help to overcome:

The biggest challenge for any newspaper that aspires to national circulation is:

Background of Todays Advertising

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The Advertisers Marketingadvertising Operation

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The Total Concept: Words and Visuals

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