Question 1

Magazine merchandising might include all of the following EXCEPT:

Accepted Answer

A) brand extensions like the Good Housekeeping Seal. 
B) delivery of product samples to new mothers in hospitals. 
C) trade shows. 
D) conferences. 
E) cross promotion of a competing magazine. 
A) brand extensions like the Good Housekeeping Seal. 
B) delivery of product samples to new mothers in hospitals. 
C) trade shows. 
D) conferences. 
E) cross promotion of a competing magazine. E

Question 2

The real challenges for magazine publishers going to the Web are to find ways to make their site profitable for themselves and their advertisers.

Accepted Answer

A) True 
 B)False  True

Question 3

Which of the following characteristics would make you hesitate to buy advertising in a magazine when you are planning to introduce a new product in a timely fashion?

Accepted Answer

A) long lead time 
B) extended growth of the medium 
C) range and number of specialized vehicles available 
D) the portability of the magazine 
E) poor social image of most magazines 
A) long lead time 
B) extended growth of the medium 
C) range and number of specialized vehicles available 
D) the portability of the magazine 
E) poor social image of most magazines A

Question 4

Because of large numbers of specialized magazines, it is difficult for an advertiser:

Accepted Answer

A) to find a single magazine that reaches a majority of the market segment. 
B) to find magazines that cater to the targeted audience. 
C) to justify placement that enhances brand awareness based on its design and use of graphics. 
D) to reach a single selected niche. 
E) to break through the clutter. 
A) to find a single magazine that reaches a majority of the market segment. 
B) to find magazines that cater to the targeted audience. 
C) to justify placement that enhances brand awareness based on its design and use of graphics. 
D) to reach a single selected niche. 
E) to break through the clutter.

Question 5

A major reason advertisers have trouble accepting their media buyers' recommendations revolves around the definition of readership.

Accepted Answer

A) True 
 B)False

Question 6

Publishers introduce new magazines covering topics as diverse as aviation, competitive swimming, and shopping. Each week, more than how many new magazines are published?

Accepted Answer

A) 5 
B) 10 
C) 15 
D) 20 
E) 25 
A) 5 
B) 10 
C) 15 
D) 20 
E) 25

Question 7

More than two thirds of all U.S. magazines have a circulation of more than 1 million.

Accepted Answer

A) True 
 B)False

Question 8

Among the following publications, which is NOT considered a trade publication?

Accepted Answer

A) Women's Wear Daily 
B) Industry Week 
C) U.S. News & World Report 
D) Michigan Food News 
E) California Apparel News 
A) Women's Wear Daily 
B) Industry Week 
C) U.S. News & World Report 
D) Michigan Food News 
E) California Apparel News

Question 9

Based on 2008 TNS Media Intelligence data, which of the following types of businesses were NOT among the "Top 10 Magazine Advertisers Ranked by Measured Spending"?

Accepted Answer

A) package-goods 
B) media 
C) insurance companies 
D) automobile manufacturers 
E) pharmaceutical 
A) package-goods 
B) media 
C) insurance companies 
D) automobile manufacturers 
E) pharmaceutical

Question 10

Which is NOT a characteristic of nineteenth-century magazines?

Accepted Answer

A) carried much advertising 
B) carried little advertising 
C) sold at a high price 
D) targeted to audiences interested in religion, politics, and literature 
E) depended on readers for revenue 
A) carried much advertising 
B) carried little advertising 
C) sold at a high price 
D) targeted to audiences interested in religion, politics, and literature 
E) depended on readers for revenue

Question 11

What became a major force in business marketing since the mid-1990s?

Accepted Answer

A) channel power 
B) cable TV 
C) the Internet 
D) B2B journals 
E) the FED 
A) channel power 
B) cable TV 
C) the Internet 
D) B2B journals 
E) the FED

Question 12

Describe how size, color, placement, and format affect the decisions an agency must make when recommending placing advertisements in a magazine.

Accepted Answer

When recommending placing advertisements

Question 13

The fact that Procter & Gamble, the top magazine advertiser in 2008, accounted for about 4% of total advertising revenue in consumer magazines indicates that:

Accepted Answer

A) marketing costs have increased. 
B) postage rates are higher. 
C) distribution costs are greater. 
D) concentration of advertisers continues. 
E) discounting continues to grow. 
A) marketing costs have increased. 
B) postage rates are higher. 
C) distribution costs are greater. 
D) concentration of advertisers continues. 
E) discounting continues to grow.

Question 14

By offering regional and/or demographic editions, a magazine:

Accepted Answer

A) provides even greater targeting, and opportunities for less-than-national advertisers. 
B) makes it more difficult for national advertisers to target readers. 
C) reduces the playing field for the competition, especially radio. 
D) ensures its profit margin will increase. 
E) reduces overall costs with only a slight reduction in total advertising billings. 
A) provides even greater targeting, and opportunities for less-than-national advertisers. 
B) makes it more difficult for national advertisers to target readers. 
C) reduces the playing field for the competition, especially radio. 
D) ensures its profit margin will increase. 
E) reduces overall costs with only a slight reduction in total advertising billings.

Question 15

When magazine readers indicate they save their copies and refer to them later, or that they often read magazines in a doctor's office, which magazine characteristic is demonstrated?

Accepted Answer

A) long life and creative options 
B) durability 
C) engagement 
D) audience selectivity 
E) intangibility 
A) long life and creative options 
B) durability 
C) engagement 
D) audience selectivity 
E) intangibility

Question 16

In order to compete better with other media, magazines have instituted ________ advertising, which allows advertisers to submit ads much closer to publication date than the standard-closing date approach allows.

Accepted Answer

The answer of In order to compete better with other...

Question 17

Magazines enjoy a unique position in advertising media for all of the following reasons EXCEPT:

Accepted Answer

A) have a long life. 
B) are portable. 
C) are passed along to other readers. 
D) handle breaking news. 
E) can be viewed as reference materials, kept, and reviewed. 
A) have a long life. 
B) are portable. 
C) are passed along to other readers. 
D) handle breaking news. 
E) can be viewed as reference materials, kept, and reviewed.

Question 18

The most common and oldest partial-run edition is the:

Accepted Answer

A) demographic. 
B) geographic. 
C) vocational. 
D) agricultural. 
E) split-run. 
A) demographic. 
B) geographic. 
C) vocational. 
D) agricultural. 
E) split-run.

Question 19

The costs of gaining and maintaining readers have continually gone down despite escalating printing costs.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is NOT true about ad design and placement in a magazine?

Accepted Answer

A) Type style and font size can significantly increase readership. 
B) Covers are the most expensive positions in most magazines. 
C) Four-color ads are worth the additional cost in terms of attention and readership. 
D) Two-color ads fail to add to reader attention levels and are not worth the additional expense. 
E) Position doesn't add value to an advertisement. 
A) Type style and font size can significantly increase readership. 
B) Covers are the most expensive positions in most magazines. 
C) Four-color ads are worth the additional cost in terms of attention and readership. 
D) Two-color ads fail to add to reader attention levels and are not worth the additional expense. 
E) Position doesn't add value to an advertisement.

Exam 11: Using Magazines

Magazine merchandising might include all of the following EXCEPT:

The real challenges for magazine publishers going to the Web are to find ways to make their site profitable for themselves and their advertisers.

Which of the following characteristics would make you hesitate to buy advertising in a magazine when you are planning to introduce a new product in a timely fashion?

Because of large numbers of specialized magazines, it is difficult for an advertiser:

A major reason advertisers have trouble accepting their media buyers' recommendations revolves around the definition of readership.

Publishers introduce new magazines covering topics as diverse as aviation, competitive swimming, and shopping. Each week, more than how many new magazines are published?

More than two thirds of all U.S. magazines have a circulation of more than 1 million.

Among the following publications, which is NOT considered a trade publication?

Based on 2008 TNS Media Intelligence data, which of the following types of businesses were NOT among the "Top 10 Magazine Advertisers Ranked by Measured Spending"?

Which is NOT a characteristic of nineteenth-century magazines?

What became a major force in business marketing since the mid-1990s?

Describe how size, color, placement, and format affect the decisions an agency must make when recommending placing advertisements in a magazine.

The fact that Procter & Gamble, the top magazine advertiser in 2008, accounted for about 4% of total advertising revenue in consumer magazines indicates that:

By offering regional and/or demographic editions, a magazine:

When magazine readers indicate they save their copies and refer to them later, or that they often read magazines in a doctor's office, which magazine characteristic is demonstrated?

In order to compete better with other media, magazines have instituted ________ advertising, which allows advertisers to submit ads much closer to publication date than the standard-closing date approach allows.

Magazines enjoy a unique position in advertising media for all of the following reasons EXCEPT:

The most common and oldest partial-run edition is the:

The costs of gaining and maintaining readers have continually gone down despite escalating printing costs.

Which of the following is NOT true about ad design and placement in a magazine?

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