Question 1

By providing Web versions, magazine can:

Accepted Answer

A) reduce the cost of a magazine subscription. 
B) increase loyalty among readers. 
C) reduce the stress of media buyers. 
D) reduce the number of magazines that must be printed. 
E) guarantee an increase in profits with little effort. 
A) reduce the cost of a magazine subscription. 
B) increase loyalty among readers. 
C) reduce the stress of media buyers. 
D) reduce the number of magazines that must be printed. 
E) guarantee an increase in profits with little effort.

Question 2

After a media planner is satisfied a magazine can successfully perform the required communication task, the next question is:

Accepted Answer

A) What is the shelf life of the magazine ad? 
B) Can it reach the specific targeted audience? 
C) What are the demographic editions? 
D) How will the creative be just right and stimulate high levels of audience involvement? 
E) What will be the short rate if the number of advertisements is later reduced? 
A) What is the shelf life of the magazine ad? 
B) Can it reach the specific targeted audience? 
C) What are the demographic editions? 
D) How will the creative be just right and stimulate high levels of audience involvement? 
E) What will be the short rate if the number of advertisements is later reduced?

Question 3

Who "developed the magical possibilities of national advertising, and demonstrated more clearly than anyone else that you could lose millions of dollars on your circulation by selling at a low price yet make more millions out of your advertising"?

Accepted Answer

A) Oprah Winfrey 
B) Frank Munsey 
C) S. S. McClure 
D) Cyrus H. Curtis 
E) Edward Bok 
A) Oprah Winfrey 
B) Frank Munsey 
C) S. S. McClure 
D) Cyrus H. Curtis 
E) Edward Bok

Question 4

For a magazine, October 15 was the last day to provide ad copy and the January edition would hit the stands on December 7. October 15 is the ________ date while December 7 is the ________ date.

Accepted Answer

The answer of For a magazine, October 15 was the...

Question 5

Match between columns
                        Premises: Historically, a leading consumer magazine category.
A design technique where an ad runs to edges of a page without borders.
Made up of different publishers that market magazines with similar audience appeals.
Among the most creative cross-media sellers, especially through its sports-oriented programming.
The first magazine to have a circulation of 1 million.
Promotes goods through trade and industrial journals used in manufacturing, distributing, or marketing particular business products or services.
It is the circulation that magazines guarantee to their media buyers when computing advertising placement costs.
Refers to any magazine space buy that involves purchasing less than the entire circulation of a publication.
Because of the amount spent on advertising is usually at the top of the top-10 magazine advertisers list.
One of the oldest merchandising or value-added approaches; guarantees quality of services or products advertised in the publication.
A way to integrate an organization's total image through a coordinated marketing communications process.
Magazine(s)with a distinctive niche-among the leaders in advertising revenue growth.
A business publication directed at those who buy products for resale, such as wholesales, jobbers, and retailers.
Technology that, to be successful, must be advertiser-driven-that is, advertisers must receive enough value to justify the additional expense of advertising in this highly targeted medium.

Accepted Answer

The Answer of selective binding and partial-run and Procter & is...

Question 6

USPS rates for printed material have risen at rates about the rate of inflation.

Accepted Answer

A) True 
 B)False

Question 7

The major advantage of selective binding for subscribers is that they have a custom-made magazine.

Accepted Answer

A) True 
 B)False

Question 8

Of the two types of magazine networks, the one offered by different publishers that market magazines with similar audience appeal is called a single publisher network.

Accepted Answer

A) True 
 B)False

Question 9

In order to stay competitive and adapt to economic pressures, magazines need to adapt necessary changes in the way they produce, distribute, circulate, and accommodate advertising.

Accepted Answer

A) True 
 B)False

Question 10

Ultimately media planners judge the effectiveness of a magazine on whether it does the following.

Accepted Answer

A) stylistically matches the product's brand 
B) leads to use of its Web site 
C) delivers prime prospects at a competitive cost 
D) has a high incidence of doctor and professional subscribers 
E) none of the above 
A) stylistically matches the product's brand 
B) leads to use of its Web site 
C) delivers prime prospects at a competitive cost 
D) has a high incidence of doctor and professional subscribers 
E) none of the above

Question 11

Using figures from 2008 as an indicator, what is the likely percentage range of total advertising dollars to be spent on U.S. magazine placements over the next few years?

Accepted Answer

A) 1 to 2 percent 
B) 4 to 7 percent 
C) 8 to 12 percent 
D) 12 to 16 percent 
E) 17 to 21 percent 
A) 1 to 2 percent 
B) 4 to 7 percent 
C) 8 to 12 percent 
D) 12 to 16 percent 
E) 17 to 21 percent

Question 12

The Sunday supplements-Parade and USA Today Weekend-are neither pure magazine nor pure newspaper, rather they are ________, which have huge circulation and general appeal.

Accepted Answer

The answer of The Sunday supplements-Parade and USA Today Weekend-are...

Question 13

Advertising pages comprise about 46 percent of consumer magazine content.

Accepted Answer

A) True 
 B)False

Question 14

If a planner and buyer want to ensure an advertisement makes a particular issue of a magazine, they must deliver the ad no later than the:

Accepted Answer

A) cover date. 
B) closing date. 
C) on-sale date. 
D) agreed-upon date. 
E) contract date. 
A) cover date. 
B) closing date. 
C) on-sale date. 
D) agreed-upon date. 
E) contract date.

Question 15

Compared to advertisers in consumer magazines, advertisers in business magazines are more interested in:

Accepted Answer

A) CPMs. 
B) reach measures. 
C) audience selectivity. 
D) frequency. 
E) profitability. 
A) CPMs. 
B) reach measures. 
C) audience selectivity. 
D) frequency. 
E) profitability.

Question 16

The major difference between a volume discount and a cross-media discount for advertisers is that in a cross-media buy an advertiser accumulates credit across a number of different vehicles rather than in just a single vehicle.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following characteristics of magazines might discourage a media planner from buying magazine space?

Accepted Answer

A) poor interaction between vehicle and readers 
B) the lack of local, regional, or geographic emphasis 
C) the long closing dates as well as the high cost, on a CPM basis 
D) the lack of ability to segment markets 
E) reduced frequency, despite the lower cost 
A) poor interaction between vehicle and readers 
B) the lack of local, regional, or geographic emphasis 
C) the long closing dates as well as the high cost, on a CPM basis 
D) the lack of ability to segment markets 
E) reduced frequency, despite the lower cost

Question 18

First and foremost, the advertising message in B2B has to be directed at:

Accepted Answer

A) its entertainment value. 
B) its design and creativity. 
C) profitability of the customer. 
D) hyping features of the product. 
E) the features desired by the end consumer. 
A) its entertainment value. 
B) its design and creativity. 
C) profitability of the customer. 
D) hyping features of the product. 
E) the features desired by the end consumer.

Question 19

Distinguish between the audiences for business-to-business publications and the audience for consumer magazines; be sure to discuss the expectations of business magazine readers.

Accepted Answer

Business-to-business publications are ta

Question 20

Which of the following is NOT a venture that business publications have undertaken to reach core readers?

Accepted Answer

A) trade shows 
B) auctions 
C) event-related publications 
D) subscriber list rentals 
E) custom publications 
A) trade shows 
B) auctions 
C) event-related publications 
D) subscriber list rentals 
E) custom publications

Exam 11: Using Magazines

By providing Web versions, magazine can:

After a media planner is satisfied a magazine can successfully perform the required communication task, the next question is:

Who "developed the magical possibilities of national advertising, and demonstrated more clearly than anyone else that you could lose millions of dollars on your circulation by selling at a low price yet make more millions out of your advertising"?

For a magazine, October 15 was the last day to provide ad copy and the January edition would hit the stands on December 7. October 15 is the ________ date while December 7 is the ________ date.

USPS rates for printed material have risen at rates about the rate of inflation.

The major advantage of selective binding for subscribers is that they have a custom-made magazine.

Of the two types of magazine networks, the one offered by different publishers that market magazines with similar audience appeal is called a single publisher network.

In order to stay competitive and adapt to economic pressures, magazines need to adapt necessary changes in the way they produce, distribute, circulate, and accommodate advertising.

Ultimately media planners judge the effectiveness of a magazine on whether it does the following.

Using figures from 2008 as an indicator, what is the likely percentage range of total advertising dollars to be spent on U.S. magazine placements over the next few years?

The Sunday supplements-Parade and USA Today Weekend-are neither pure magazine nor pure newspaper, rather they are ________, which have huge circulation and general appeal.

Advertising pages comprise about 46 percent of consumer magazine content.

If a planner and buyer want to ensure an advertisement makes a particular issue of a magazine, they must deliver the ad no later than the:

Compared to advertisers in consumer magazines, advertisers in business magazines are more interested in:

The major difference between a volume discount and a cross-media discount for advertisers is that in a cross-media buy an advertiser accumulates credit across a number of different vehicles rather than in just a single vehicle.

Which of the following characteristics of magazines might discourage a media planner from buying magazine space?

First and foremost, the advertising message in B2B has to be directed at:

Distinguish between the audiences for business-to-business publications and the audience for consumer magazines; be sure to discuss the expectations of business magazine readers.

Which of the following is NOT a venture that business publications have undertaken to reach core readers?

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

For a magazine, October 15 was the last day to provide ad copy and the January edition would hit the stands on December 7. October 15 is the date while December 7 is the date.