Question 1

A standard size page in most magazines is:

Accepted Answer

A) 4 x 6 inches. 
B) 11 x 14 inches. 
C) 8 x 10 inches. 
D) 3 x 5 inches. 
E) 5 x 7 inches. 
A) 4 x 6 inches. 
B) 11 x 14 inches. 
C) 8 x 10 inches. 
D) 3 x 5 inches. 
E) 5 x 7 inches.

Question 2

The basic or open rate for a magazine ad is:

Accepted Answer

A) the point from which all rebates are taken. 
B) derived by looking at the volume or frequency of insertions. 
C) the one-time, full-page rate of publication. 
D) the basis for the short sale. 
E) the lowest rate available to high volume advertisers. 
A) the point from which all rebates are taken. 
B) derived by looking at the volume or frequency of insertions. 
C) the one-time, full-page rate of publication. 
D) the basis for the short sale. 
E) the lowest rate available to high volume advertisers.

Question 3

Magazine selectivity works to the advantage of publishers in terms of their publications having broad-based advertising appeal.

Accepted Answer

A) True 
 B)False

Question 4

Because the growth in audiences for magazines generally hasn't kept pace with increases in advertising rates, magazines are:

Accepted Answer

A) less efficient in delivering their product on time. 
B) more likely to reduce the number of issues published in a year. 
C) among the most expensive on a per prospect basis. 
D) giving away free samples to boost subscriptions. 
E) always looking for ways to discount subscription prices. 
A) less efficient in delivering their product on time. 
B) more likely to reduce the number of issues published in a year. 
C) among the most expensive on a per prospect basis. 
D) giving away free samples to boost subscriptions. 
E) always looking for ways to discount subscription prices.

Question 5

List and describe the various services used by business publishers and advertisers to audit or verify the circulation of various business publications.

Accepted Answer

Business publishers and advertisers use

Question 6

In the United States, above all, the range and number of specialized magazines offer advertisers opportunities to:

Accepted Answer

A) reach readers with desires for lavish lifestyles. 
B) reach readers with limited interests. 
C) reach readers with generic demographics. 
D) reach readers with narrowly defined targeted audiences. 
E) reach readers with concerns about having a portable medium. 
A) reach readers with desires for lavish lifestyles. 
B) reach readers with limited interests. 
C) reach readers with generic demographics. 
D) reach readers with narrowly defined targeted audiences. 
E) reach readers with concerns about having a portable medium.

Question 7

Discuss some of the techniques agribusiness magazines have employed to compete with the number and diversity of media competing for advertising dollars in the agricultural sector.

Accepted Answer

Agribusiness magazines have employed sev

Question 8

Magazine specialization is an advantage, but it may also be a disadvantage because a single magazine rarely reaches most of a targeted market segment.

Accepted Answer

A) True 
 B)False

Question 9

List the major current costs concerns for magazines.

Accepted Answer

Magazines, like many other print media o

Question 10

In contrast to consumer magazine advertisers, business publication advertisers do not view pass-along readership as quite as valuable.

Accepted Answer

A) True 
 B)False

Question 11

________ for a magazine would be the number of times an individual or household is exposed to the magazine in a set time frame.

Accepted Answer

The answer of ________ for a magazine would be the...

Question 12

A magazine short rate involves:

Accepted Answer

A) compensating the advertiser for keeping copy to a minimum. 
B) allowing an advertiser to pay for additional page insertions at a lower price than originally agreed upon for each page insertions. 
C) an advertiser using less space than originally contracted for the year and being charged an adjustment at a higher-than-contracted rate per page. 
D) the premium rate charged for last minute additions of copy. 
E) response to unwarranted increases in costs of space. 
A) compensating the advertiser for keeping copy to a minimum. 
B) allowing an advertiser to pay for additional page insertions at a lower price than originally agreed upon for each page insertions. 
C) an advertiser using less space than originally contracted for the year and being charged an adjustment at a higher-than-contracted rate per page. 
D) the premium rate charged for last minute additions of copy. 
E) response to unwarranted increases in costs of space.

Question 13

Challenges that consumer magazines are encountering include all of the following EXCEPT:

Accepted Answer

A) declining gross revenues. 
B) rising cost of paper. 
C) greater delivery expenses. 
D) greater marketing expenses. 
E) need to discount subscriptions. 
A) declining gross revenues. 
B) rising cost of paper. 
C) greater delivery expenses. 
D) greater marketing expenses. 
E) need to discount subscriptions.

Question 14

The longer ________ required by magazines reduce flexibility, including the ability of advertisers to react to fast-changing market conditions.

Accepted Answer

The answer of The longer ________ required by magazines reduce...

Question 15

Because of the tone and advertising carried in business publications, which of the following would NOT likely be a reason typical businesspeople would consider them?

Accepted Answer

A) to monitor the competition 
B) to help with marketing strategy for their product category 
C) for up-to-date information on trends in their industry 
D) for leisurely reading 
E) for reference material 
A) to monitor the competition 
B) to help with marketing strategy for their product category 
C) for up-to-date information on trends in their industry 
D) for leisurely reading 
E) for reference material

Question 16

Which media face similar challenges and opportunities to those faced by magazines?

Accepted Answer

A) direct mail 
B) cable TV 
C) radio 
D) outdoor advertising 
E) trade shows 
A) direct mail 
B) cable TV 
C) radio 
D) outdoor advertising 
E) trade shows

Question 17

Which is NOT a reason for advertisers to use multiple-page inserts and spreads?

Accepted Answer

A) need to show their product in the most favorable light 
B) need to show their service in the most favorable light 
C) need to have their product appear in a bigger-than-life way 
D) need to maintain their noncompetitive position in markets 
E) need to tell an in-depth story about brand features 
A) need to show their product in the most favorable light 
B) need to show their service in the most favorable light 
C) need to have their product appear in a bigger-than-life way 
D) need to maintain their noncompetitive position in markets 
E) need to tell an in-depth story about brand features

Question 18

Advertisers may be advised to use Simmons Market Research Bureau over Mediamark Research, Inc. if their target audience is Hispanic because Simmons has a specific subset of Hispanic respondents.

Accepted Answer

A) True 
 B)False

Question 19

List and discuss four positive characteristics of magazines that benefit advertisers.

Accepted Answer

1. Targeted Audience: Magazines often ca

Question 20

Discuss why readership is such an important issue for magazine publishers.

Accepted Answer

Readership is a crucial issue for magazi

Exam 11: Using Magazines

A standard size page in most magazines is:

The basic or open rate for a magazine ad is:

Magazine selectivity works to the advantage of publishers in terms of their publications having broad-based advertising appeal.

Because the growth in audiences for magazines generally hasn't kept pace with increases in advertising rates, magazines are:

List and describe the various services used by business publishers and advertisers to audit or verify the circulation of various business publications.

In the United States, above all, the range and number of specialized magazines offer advertisers opportunities to:

Discuss some of the techniques agribusiness magazines have employed to compete with the number and diversity of media competing for advertising dollars in the agricultural sector.

Magazine specialization is an advantage, but it may also be a disadvantage because a single magazine rarely reaches most of a targeted market segment.

List the major current costs concerns for magazines.

In contrast to consumer magazine advertisers, business publication advertisers do not view pass-along readership as quite as valuable.

________ for a magazine would be the number of times an individual or household is exposed to the magazine in a set time frame.

A magazine short rate involves:

Challenges that consumer magazines are encountering include all of the following EXCEPT:

The longer ________ required by magazines reduce flexibility, including the ability of advertisers to react to fast-changing market conditions.

Because of the tone and advertising carried in business publications, which of the following would NOT likely be a reason typical businesspeople would consider them?

Which media face similar challenges and opportunities to those faced by magazines?

Which is NOT a reason for advertisers to use multiple-page inserts and spreads?

Advertisers may be advised to use Simmons Market Research Bureau over Mediamark Research, Inc. if their target audience is Hispanic because Simmons has a specific subset of Hispanic respondents.

List and discuss four positive characteristics of magazines that benefit advertisers.

Discuss why readership is such an important issue for magazine publishers.

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

Filters