Question 1

Match between columns
                        Premises: In order to compete more effectively with new media for readers, some innovative newspapers are offering this.
It is the highest advertising rate against which all discounts are placed.
Found in such designated columns in sections of newspapers and set aside for particular classes of goods or services, including jobs, cars, or homes.
Newspapers enjoy a reputation for this that creates a positive advertising environment.
Together, they provide advertisers a database that newspapers provide special editions, targeted inserts, and other advertising options, making it easier to plan multi-newspaper ad buys.
Its purpose is to secure accurate circulation statements.
These have replaced traditional or ROP newspaper advertising.
This is a boon to newspaper advertising because it allows a national advertiser to purchase space in standard units in multiple papers, nationwide.
It's the basic rate quoted by a newspaper entitling them to run your ad anywhere in the paper they wish, although they are mindful of the advertiser's interest or request for a good position.
What the Washington Post and Chicago Tribune are.
They are the USA Today, the New York Times, and the Wall Street Journal.
The process for identifying readers and advertisers begins with this.
This response to direct mail and other forms of targeted media has the potential to bring increased numbers of national advertisers to newspapers.
This must be the highest priority for newspapers if they are to survive.
Figured at the end of the year or sooner, it's what the advertiser pays when they used less space than they estimated or contracted for during the year.

Accepted Answer

The Answer of ABC and national newspapers and regional newspapers is...

Question 2

Newspapers use ________ to provide advertisers partial coverage of a market and do it typically by distributing weekly inserts to specific sections of that market.

Accepted Answer

The answer of Newspapers use ________ to provide advertisers partial...

Question 3

Which of the following is a problem for newspapers?

Accepted Answer

A) low-reader involvement 
B) high-reader involvement 
C) high ratio of advertising to total content, with less than 30 minutes devoted to reading, which means that few ads are read 
D) high credibility among its advertisers but not its readers 
E) lack of relevant content for modern readers 
A) low-reader involvement 
B) high-reader involvement 
C) high ratio of advertising to total content, with less than 30 minutes devoted to reading, which means that few ads are read 
D) high credibility among its advertisers but not its readers 
E) lack of relevant content for modern readers

Question 4

What nontraditional advertising vehicles are retail chains using that take away from the profits of newspapers?

Accepted Answer

A) direct mail and inserts 
B) local cable cut-ins 
C) special commemorative niche books 
D) grand opening posters 
E) imbedded coupons 
A) direct mail and inserts 
B) local cable cut-ins 
C) special commemorative niche books 
D) grand opening posters 
E) imbedded coupons

Question 5

Compare and contrast the terms full coverage and total market coverage.

Accepted Answer

Full coverage and total market coverage

Question 6

Unlike USA Today and the Wall Street Journal, the Chicago Tribune and the Washington Post are ________ advertising media whose ad space is bought much like spot broadcasts to reach specific high-potential markets as a supplement to other primary media.

Accepted Answer

The answer of Unlike USA Today and the Wall Street...

Question 7

Editors and reporters should be free of ________ by marketing departments to avoid losing credibility.

Accepted Answer

The answer of Editors and reporters should be free of...

Question 8

Overall, newspaper circulation has ________ household and population growth.

Accepted Answer

A) been well beyond 
B) lagged behind 
C) kept pace easily with 
D) been just a bit ahead of 
E) There is no relationship between the two. 
A) been well beyond 
B) lagged behind 
C) kept pace easily with 
D) been just a bit ahead of 
E) There is no relationship between the two.

Question 9

The key to a move toward national newspapers depends largely on how they are defined by advertisers and readers, not how papers define themselves.

Accepted Answer

A) True 
 B)False

Question 10

From 1976 till 2008, newspaper circulation dropped about 25 percent.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is NOT a reason given for the decline in newspaper circulation?

Accepted Answer

A) younger demographic segments that don't like to read 
B) increasing numbers of people who never developed the newspaper reading habit 
C) increasing concern by people to learn about the world around them 
D) other media encroachment on the newspaper's position as the preferred source for news and information 
E) lack of time for newspaper reading in single-parent and two-income families 
A) younger demographic segments that don't like to read 
B) increasing numbers of people who never developed the newspaper reading habit 
C) increasing concern by people to learn about the world around them 
D) other media encroachment on the newspaper's position as the preferred source for news and information 
E) lack of time for newspaper reading in single-parent and two-income families

Question 12

One reason newspapers are a positive environment for advertisers is their:

Accepted Answer

A) retention rates. 
B) reputation for credibility. 
C) focus on diversity. 
D) high recall rate. 
E) green-friendly recycling policies. 
A) retention rates. 
B) reputation for credibility. 
C) focus on diversity. 
D) high recall rate. 
E) green-friendly recycling policies.

Question 13

Newspapers must convince advertisers that they can help them meet the various marketing and advertising objectives.

Accepted Answer

A) True 
 B)False

Question 14

Advertising produces what percent of all newspaper revenues?

Accepted Answer

A) 50 percent 
B) more than 70 percent 
C) about 40 percent 
D) 25 percent 
E) less than 18 percent 
A) 50 percent 
B) more than 70 percent 
C) about 40 percent 
D) 25 percent 
E) less than 18 percent

Question 15

The largest and fastest-growing ethnic newspapers in terms of readers and advertising revenues are targeted at:

Accepted Answer

A) the African-American community. 
B) the Spanish-speaking community. 
C) the Japanese community. 
D) the Chinese community. 
E) the Moslem community. 
A) the African-American community. 
B) the Spanish-speaking community. 
C) the Japanese community. 
D) the Chinese community. 
E) the Moslem community.

Question 16

Which of the following is one of the major findings from market research conducted for newspapers?

Accepted Answer

A) Although advertisers think newspaper are the most economical means to reach a mass audience, especially on the local level, they are replacing it with direct mail and other forms of promotion like product sampling. 
B) Advertisers are replacing newspaper ads with direct mail and sampling. 
C) Readers would prefer to gain information from a single medium in the interest of time. 
D) They maintain their reputation for integrity and prestige as sources of editorial and advertising information. 
E) Readers obtain information from a number of media. 
A) Although advertisers think newspaper are the most economical means to reach a mass audience, especially on the local level, they are replacing it with direct mail and other forms of promotion like product sampling. 
B) Advertisers are replacing newspaper ads with direct mail and sampling. 
C) Readers would prefer to gain information from a single medium in the interest of time. 
D) They maintain their reputation for integrity and prestige as sources of editorial and advertising information. 
E) Readers obtain information from a number of media.

Question 17

Which of the following is a way to achieve total market coverage (TMC)?

Accepted Answer

A) a weekly supplement delivered to nonsubscribers and filled with mostly advertisements 
B) monthly delivery of the newspaper at a reduced price to all households 
C) publishing an entire daily newspaper on the Web at no charge 
D) delivering newspaper-supported direct mail to all subscribers 
E) offering free copies of the paper in grocery stores 
A) a weekly supplement delivered to nonsubscribers and filled with mostly advertisements 
B) monthly delivery of the newspaper at a reduced price to all households 
C) publishing an entire daily newspaper on the Web at no charge 
D) delivering newspaper-supported direct mail to all subscribers 
E) offering free copies of the paper in grocery stores

Question 18

The principal marketing tasks for newspapers are:

Accepted Answer

A) to expand their geographic reach. 
B) to deliver the audience and compete for advertisers. 
C) to retain national advertisers who have used local papers to a great extent. 
D) to act as a conglomerate and buy competing media. 
E) to maintain the highest standards of editorial excellence. 
A) to expand their geographic reach. 
B) to deliver the audience and compete for advertisers. 
C) to retain national advertisers who have used local papers to a great extent. 
D) to act as a conglomerate and buy competing media. 
E) to maintain the highest standards of editorial excellence.

Question 19

Major issues that newspaper executives must confront regarding preprinted inserts include:

Accepted Answer

A) the newspaper is more than an advertising delivery system for them. 
B) they are more profitable than ROP advertising. 
C) shrinking of the news hole. 
D) changing the newspaper's character from an advertising to an information medium. 
E) expansion of the news hole. 
A) the newspaper is more than an advertising delivery system for them. 
B) they are more profitable than ROP advertising. 
C) shrinking of the news hole. 
D) changing the newspaper's character from an advertising to an information medium. 
E) expansion of the news hole.

Question 20

Although the work of the NNN is impressive, it just magnifies the pressing need for an effective and efficient system of national newspaper advertising.

Accepted Answer

A) True 
 B)False

Exam 10: Using Newspapers

Newspapers use ________ to provide advertisers partial coverage of a market and do it typically by distributing weekly inserts to specific sections of that market.

Which of the following is a problem for newspapers?

What nontraditional advertising vehicles are retail chains using that take away from the profits of newspapers?

Compare and contrast the terms full coverage and total market coverage.

Unlike USA Today and the Wall Street Journal, the Chicago Tribune and the Washington Post are ________ advertising media whose ad space is bought much like spot broadcasts to reach specific high-potential markets as a supplement to other primary media.

Editors and reporters should be free of ________ by marketing departments to avoid losing credibility.

Overall, newspaper circulation has ________ household and population growth.

The key to a move toward national newspapers depends largely on how they are defined by advertisers and readers, not how papers define themselves.

From 1976 till 2008, newspaper circulation dropped about 25 percent.

Which of the following is NOT a reason given for the decline in newspaper circulation?

One reason newspapers are a positive environment for advertisers is their:

Newspapers must convince advertisers that they can help them meet the various marketing and advertising objectives.

Advertising produces what percent of all newspaper revenues?

The largest and fastest-growing ethnic newspapers in terms of readers and advertising revenues are targeted at:

Which of the following is one of the major findings from market research conducted for newspapers?

Which of the following is a way to achieve total market coverage (TMC)?

The principal marketing tasks for newspapers are:

Major issues that newspaper executives must confront regarding preprinted inserts include:

Although the work of the NNN is impressive, it just magnifies the pressing need for an effective and efficient system of national newspaper advertising.

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters