Exam 10: Using Newspapers

Ironically, the newspaper industry supports co-op advertising even though it circumvents the national/local rate differential.

National supplements have a higher CPM than newspapers and magazines.

While some elite newspapers may survive declining readership by marketing the quality of their audience to advertisers, most newspapers must depend on a broadly based audience and high-household penetration.

What contributes to easier measurement of newspaper response rates compared to most other media available to advertisers?

What criteria must a newspaper meet to be designated a national newspaper?

Describe the role of the ethnic and foreign language press in the American newspaper business.

Discuss what newspapers need to do in order to appeal more to advertisers.

Among the syndicated national Sunday magazine supplements, Parade is distributed by fewer newspapers with larger circulations than the magazine created by USA Today, which is distributed by more newspapers but with a lower total circulation.

When the newspaper strives to develop a team approach where they and the advertisers partner to solve problems rather than operate on a salesperson-to-customer basis, it is labeled:

According to the Newspaper Association of American, about what percent of newspaper advertising revenues come from classified advertising?

Advertising NOT categorized as classified is called:

A major concern of media buyers in dealing with newspapers is:

For newspapers, advertising rate cards do all of the following EXCEPT:

This allows national advertisers to purchase space in multiple major U.S. newspapers, preparing one ad that will be accepted by all of them.

In response to direct mail, newspapers started to offer advertisers the opportunity to have their advertising delivered with the paper to specific zip codes. These are:

Describe the role of weeklies in the American newspaper business.

List and discuss the changes in the newspaper business that advertisers must consider before making a newspaper buy.

When national advertisers think of media for national advertising, they typically consider:

The ________ system was developed by national advertisers to avoid an unfavorable advertising price differential between local and national advertising rates.

Explain what cooperative advertising is and the apparent irony in the system.