Question 1

The kinds of companies that will likely advertise in a national newspaper include all of the following EXCEPT:

Accepted Answer

A) department stores. 
B) national automotive. 
C) telecommunication companies. 
D) computer companies. 
E) financial services. 
A) department stores. 
B) national automotive. 
C) telecommunication companies. 
D) computer companies. 
E) financial services.

Question 2

Ultimately the success of ethnic papers is largely determined by:

Accepted Answer

A) the strength of the ethnic community. 
B) the relative size of the ethnic community compared to the rest of the metro area. 
C) editorial content and political activism. 
D) advertising support. 
E) international events. 
A) the strength of the ethnic community. 
B) the relative size of the ethnic community compared to the rest of the metro area. 
C) editorial content and political activism. 
D) advertising support. 
E) international events.

Question 3

For fast-food franchises, newspaper preprints are the major vehicle for distribution of their coupons.

Accepted Answer

A) True 
 B)False

Question 4

Research indicates that people spend about 11 minutes per month on the top 30 newspaper Web sites.

Accepted Answer

A) True 
 B)False

Question 5

Readership among key ________ has failed to keep pace with population growth.

Accepted Answer

The answer of Readership among key ________ has failed to...

Question 6

Despite challenges facing daily newspapers, they remain one of the most effective means of reaching:

Accepted Answer

A) the teen market. 
B) numerous ethnic cultures. 
C) commercial shoppers. 
D) a broad, heterogeneous audience. 
E) a narrow, homogeneous audience. 
A) the teen market. 
B) numerous ethnic cultures. 
C) commercial shoppers. 
D) a broad, heterogeneous audience. 
E) a narrow, homogeneous audience.

Question 7

Because readers have high regard for the credibility of newspapers, the medium is very attractive to advertisers.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is NOT true regarding believability and trustworthiness of advertising sources?

Accepted Answer

A) Internet ads are as credible as catalogs. 
B) Newspaper ads are trusted almost five times more than TV ads are. 
C) The least credible source is radio. 
D) Magazine ads are twice as believable as radio ads. 
E) Newspapers are only half as trustworthy as magazines. 
A) Internet ads are as credible as catalogs. 
B) Newspaper ads are trusted almost five times more than TV ads are. 
C) The least credible source is radio. 
D) Magazine ads are twice as believable as radio ads. 
E) Newspapers are only half as trustworthy as magazines.

Question 9

Which of the following does NOT pertain to comics as a special feature of newspapers?

Accepted Answer

A) reach millions of readers 
B) are marketed by networks that can place an advertisement simultaneously in a number of papers 
C) difficult to place advertising simultaneously 
D) became a major source of readership in the 1920s 
E) trace their origin to the late 1800s 
A) reach millions of readers 
B) are marketed by networks that can place an advertisement simultaneously in a number of papers 
C) difficult to place advertising simultaneously 
D) became a major source of readership in the 1920s 
E) trace their origin to the late 1800s

Question 10

If newspapers could include pass-along ________, it is estimated that the newspaper audience would almost double the 2008 daily circulation figure of 48.6 million.

Accepted Answer

The answer of If newspapers could include pass-along ________, it...

Question 11

The number of newspapers distributed daily is approximately:

Accepted Answer

A) 67.2 million. 
B) 10 billion. 
C) 55.9 billion. 
D) 73.0 million. 
E) 48.6 million. 
A) 67.2 million. 
B) 10 billion. 
C) 55.9 billion. 
D) 73.0 million. 
E) 48.6 million.

Question 12

List and discuss six steps that newspapers should take to compete with other media in the future.

Accepted Answer

1. Embrace digital platforms: Newspapers

Question 13

Combination rates occur when a publisher allows a national advertiser to receive a reduced rate for purchasing space in a morning and evening paper in one location and/or several newspapers around the nation.

Accepted Answer

A) True 
 B)False

Question 14

Maintaining good circulation numbers should be a top priority for newspapers. One way to do this is by getting newspapers into the hands of younger readers.

Accepted Answer

A) True 
 B)False

Question 15

Areas of concern to newspaper publishers include all of the following EXCEPT:

Accepted Answer

A) changing technology. 
B) declining advertising revenues. 
C) declining circulation. 
D) a prospective audience that doesn't like to read. 
E) increasing government regulations. 
A) changing technology. 
B) declining advertising revenues. 
C) declining circulation. 
D) a prospective audience that doesn't like to read. 
E) increasing government regulations.

Question 16

The major categories of weekly newspapers include all of the following EXCEPT:

Accepted Answer

A) traditional rural weeklies. 
B) suburban papers covering events within a portion of a larger metro area. 
C) costly shoppers with lots of editorial content. 
D) specialty weeklies covering arts, entertainment, or politics. 
E) free shoppers with limited editorial content. 
A) traditional rural weeklies. 
B) suburban papers covering events within a portion of a larger metro area. 
C) costly shoppers with lots of editorial content. 
D) specialty weeklies covering arts, entertainment, or politics. 
E) free shoppers with limited editorial content.

Question 17

Chief among leading local advertisers are:

Accepted Answer

A) department stores. 
B) sports teams. 
C) major local manufacturers. 
D) national credit card companies. 
E) computer manufacturers. 
A) department stores. 
B) sports teams. 
C) major local manufacturers. 
D) national credit card companies. 
E) computer manufacturers.

Question 18

If newspapers could find a way to include pass-along readers in their circulation figures, those figures would likely more than double.

Accepted Answer

A) True 
 B)False

Question 19

Of the following, which is a criterion for being recognized as a national newspaper?

Accepted Answer

A) must have more than 50 percent of its advertising from national advertising 
B) has no more than 50 percent of its content devoted to advertising 
C) publishes at least weekly 
D) has printed copies that are sold, distributed, and available nationwide 
E) must not have more than 67 percent circulation in a single area 
A) must have more than 50 percent of its advertising from national advertising 
B) has no more than 50 percent of its content devoted to advertising 
C) publishes at least weekly 
D) has printed copies that are sold, distributed, and available nationwide 
E) must not have more than 67 percent circulation in a single area

Question 20

The audience newspapers appeal primarily to is:

Accepted Answer

A) people with low income. 
B) people with medium income. 
C) women with higher-than-average income and education. 
D) adults with higher-than-average income and education. 
E) high school graduates in the trades. 
A) people with low income. 
B) people with medium income. 
C) women with higher-than-average income and education. 
D) adults with higher-than-average income and education. 
E) high school graduates in the trades.

Exam 10: Using Newspapers

The kinds of companies that will likely advertise in a national newspaper include all of the following EXCEPT:

Ultimately the success of ethnic papers is largely determined by:

For fast-food franchises, newspaper preprints are the major vehicle for distribution of their coupons.

Research indicates that people spend about 11 minutes per month on the top 30 newspaper Web sites.

Readership among key ________ has failed to keep pace with population growth.

Despite challenges facing daily newspapers, they remain one of the most effective means of reaching:

Because readers have high regard for the credibility of newspapers, the medium is very attractive to advertisers.

Which of the following is NOT true regarding believability and trustworthiness of advertising sources?

Which of the following does NOT pertain to comics as a special feature of newspapers?

If newspapers could include pass-along ________, it is estimated that the newspaper audience would almost double the 2008 daily circulation figure of 48.6 million.

The number of newspapers distributed daily is approximately:

List and discuss six steps that newspapers should take to compete with other media in the future.

Combination rates occur when a publisher allows a national advertiser to receive a reduced rate for purchasing space in a morning and evening paper in one location and/or several newspapers around the nation.

Maintaining good circulation numbers should be a top priority for newspapers. One way to do this is by getting newspapers into the hands of younger readers.

Areas of concern to newspaper publishers include all of the following EXCEPT:

The major categories of weekly newspapers include all of the following EXCEPT:

Chief among leading local advertisers are:

If newspapers could find a way to include pass-along readers in their circulation figures, those figures would likely more than double.

Of the following, which is a criterion for being recognized as a national newspaper?

The audience newspapers appeal primarily to is:

Background of Todays Advertising

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