Exam 11: Using Magazines

Research indicates larger advertisements deliver greater impact and recall over time.

What occurred in the 1950s that prompted magazines to market themselves as a specialized medium that reached targeted prospects in the more general U.S. population?

As an advertiser, if you wanted to know about a magazine's readership-in the sense of who the readers are, including pass-along readers, and why they buy particular magazines-you would NOT use research data compiled by:

Effective use of graphics and other visuals by magazines:

Which of the following best describes the current audience for agribusiness advertising?

One of the main disadvantages of partial-run type editions is:

Business-to-business advertisers are well advised to avoid puffery that may be common in consumer advertising because of the expertise of readers of business magazines.

Discuss the primary considerations used by a media planner to determine whether magazines in general, or a specific title, should be included in what they present the client.

After magazine advertising began to experience a downturn in revenues in the 1980s:

Successful magazines attract niche readers who represent special value to advertisers.

ABC issues pink sheets twice a year that provide audited data of the publisher's statements.

Which of the following is NOT a concern for magazines?

After advertisers choose the magazines that best serves their marketing goals, which of the following must they then decide for the advertising?

Which of the following is NOT an appealing feature of cross-media buys for national advertisers?

Although cross-media buys provide some advantages in terms of lower advertising costs, advertisers need to realize they are largely configured to benefit media companies.

Magazines have high selectivity between readers and content that often carries over into the advertising content.