Question 1

For magazines, ________ is the paid circulation; that is, the number of subscribers and newsstand purchasers, plus pass-along readers.

Accepted Answer

The answer of For magazines, ________ is the paid circulation;...

Question 2

The Audit Bureau of Circulation (ABC)uses "white sheets" to:

Accepted Answer

A) offer information about product usage and demographic characteristics of readers. 
B) annually audit data provided in the publisher's statements. 
C) report circulation figures for six-month periods ending June 30 and December 31. 
D) justify its existence. 
E) report publishers who have been overstating their circulation numbers. 
A) offer information about product usage and demographic characteristics of readers. 
B) annually audit data provided in the publisher's statements. 
C) report circulation figures for six-month periods ending June 30 and December 31. 
D) justify its existence. 
E) report publishers who have been overstating their circulation numbers.

Question 3

A magazine publisher that distributes its product free to selective readers is practicing ________ circulation.

Accepted Answer

The answer of A magazine publisher that distributes its product...

Question 4

A type of multiple-page spread that is attached to a front cover and is normally two or three pages is the ________.

Accepted Answer

The answer of A type of multiple-page spread that is...

Question 5

A study by Dynamic Logic indicates more than half all consumers say they have a positive attitude toward magazine advertising.

Accepted Answer

A) True 
 B)False

Question 6

Magazine space is typically sold by the line, except in the classifieds where it is sold in fractions of a full page.

Accepted Answer

A) True 
 B)False

Question 7

What is the approximate percentage of consumer magazines sold over the newsstand versus by subscription?

Accepted Answer

A) 50/50 
B) 40/60 
C) 30/70 
D) 20/80 
E) 10/90 
A) 50/50 
B) 40/60 
C) 30/70 
D) 20/80 
E) 10/90

Question 8

________ have been established for virtually all media, not just radio and television, providing advertisers a convenient and efficient way to buy multiple vehicles.

Accepted Answer

The answer of ________ have been established for virtually all...

Question 9

Magazines such as The Dairyman and American Fruit Grower, which are devoted to certain types of farming or livestock raising, are types of ________ farm magazines.

Accepted Answer

The answer of Magazines such as The Dairyman and American...

Question 10

To have any hope for success in introducing a new magazine, you must introduce:

Accepted Answer

A) one with narrow editorial interest and audience segments. 
B) one that appeals to the general public nationwide. 
C) one that is loaded with classified advertising. 
D) one with an oversized format. 
E) one with a catalog format. 
A) one with narrow editorial interest and audience segments. 
B) one that appeals to the general public nationwide. 
C) one that is loaded with classified advertising. 
D) one with an oversized format. 
E) one with a catalog format.

Question 11

Discuss what impact the Internet has had on business-to-business advertising.

Accepted Answer

The Internet has had a significant impac

Question 12

In split-run editions, advertisers can test the effectiveness of:

Accepted Answer

A) the size of the ad. 
B) the headline or illustration. 
C) the position in the publication. 
D) the size and position of a coupon. 
E) the geographic difference. 
A) the size of the ad. 
B) the headline or illustration. 
C) the position in the publication. 
D) the size and position of a coupon. 
E) the geographic difference.

Question 13

A Web version of a magazine can increase loyalty among readers.

Accepted Answer

A) True 
 B)False

Question 14

By including multiple-page inserts in one or a few magazines, an advertiser may actually experience a reduction in reach and frequency gained in a more traditional media plan.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is true about increasing the size of an advertisement and its effects on readership?

Accepted Answer

A) allows for less flexibility in the creative 
B) does not increase readership proportionately 
C) does increase readership on a one-to-one basis 
D) In the short term, impact and recall significantly increase. 
E) The larger the ad, the greater expansion of the readership. 
A) allows for less flexibility in the creative 
B) does not increase readership proportionately 
C) does increase readership on a one-to-one basis 
D) In the short term, impact and recall significantly increase. 
E) The larger the ad, the greater expansion of the readership.

Question 16

Despite the decline in the number of farms and major agribusiness suppliers, the diversity and number of media competing for advertising dollars in the sector have dramatically grown.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is NOT a characteristic of an online magazine?

Accepted Answer

A) may or may not be advertiser supported 
B) avoids any cross-mediator multiplatform tie-in opportunities 
C) designed to be a value-added feature for advertisers 
D) extends the audience reach of the core magazine to online readers 
E) builds brand loyalty for the magazine among readers 
A) may or may not be advertiser supported 
B) avoids any cross-mediator multiplatform tie-in opportunities 
C) designed to be a value-added feature for advertisers 
D) extends the audience reach of the core magazine to online readers 
E) builds brand loyalty for the magazine among readers

Question 18

Characteristics of custom publishing include all of the following EXCEPT:

Accepted Answer

A) advertiser produced so they control communication environment. 
B) still in infant stages of development. 
C) even mainline magazine publishers produce them. 
D) uses market research to find the best way to talk to buyers of their products. 
E) its value in an IMC program. 
A) advertiser produced so they control communication environment. 
B) still in infant stages of development. 
C) even mainline magazine publishers produce them. 
D) uses market research to find the best way to talk to buyers of their products. 
E) its value in an IMC program.

Question 19

An analysis of the teen market would lead you to which of the following conclusions?

Accepted Answer

A) The reading habits of teen girls and boys are identical. 
B) Teen boys and girls differ in the time spent reading and what they read. 
C) What teen girls and boys read is similar. 
D) Teen boys and girls spend a similar amount of time reading. 
E) Teen boys read far more than do teen girls. 
A) The reading habits of teen girls and boys are identical. 
B) Teen boys and girls differ in the time spent reading and what they read. 
C) What teen girls and boys read is similar. 
D) Teen boys and girls spend a similar amount of time reading. 
E) Teen boys read far more than do teen girls.

Question 20

List and discuss four negative characteristics of magazines that affect advertisers.

Accepted Answer

1. Declining readership: With the rise o

Exam 11: Using Magazines

For magazines, ________ is the paid circulation; that is, the number of subscribers and newsstand purchasers, plus pass-along readers.

The Audit Bureau of Circulation (ABC)uses "white sheets" to:

A magazine publisher that distributes its product free to selective readers is practicing ________ circulation.

A type of multiple-page spread that is attached to a front cover and is normally two or three pages is the ________.

A study by Dynamic Logic indicates more than half all consumers say they have a positive attitude toward magazine advertising.

Magazine space is typically sold by the line, except in the classifieds where it is sold in fractions of a full page.

What is the approximate percentage of consumer magazines sold over the newsstand versus by subscription?

________ have been established for virtually all media, not just radio and television, providing advertisers a convenient and efficient way to buy multiple vehicles.

Magazines such as The Dairyman and American Fruit Grower, which are devoted to certain types of farming or livestock raising, are types of ________ farm magazines.

To have any hope for success in introducing a new magazine, you must introduce:

Discuss what impact the Internet has had on business-to-business advertising.

In split-run editions, advertisers can test the effectiveness of:

A Web version of a magazine can increase loyalty among readers.

By including multiple-page inserts in one or a few magazines, an advertiser may actually experience a reduction in reach and frequency gained in a more traditional media plan.

Which of the following is true about increasing the size of an advertisement and its effects on readership?

Despite the decline in the number of farms and major agribusiness suppliers, the diversity and number of media competing for advertising dollars in the sector have dramatically grown.

Which of the following is NOT a characteristic of an online magazine?

Characteristics of custom publishing include all of the following EXCEPT:

An analysis of the teen market would lead you to which of the following conclusions?

List and discuss four negative characteristics of magazines that affect advertisers.

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 Newspapers

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

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