Question 1

What does it mean when the text describes newspapers and magazines as high-involvement media?

Accepted Answer

A) They have to be acquired outside the home. 
B) Unlike network television,they must be actively sought. 
C) They are not purchased using routine purchase decision-making techniques. 
D) They generally require consumers to expend some time and energy to process the information they provide. 
E) They provide connotative meanings to life. 
A) They have to be acquired outside the home. 
B) Unlike network television,they must be actively sought. 
C) They are not purchased using routine purchase decision-making techniques. 
D) They generally require consumers to expend some time and energy to process the information they provide. 
E) They provide connotative meanings to life. D

Question 2

Which of the following is a disadvantage associated with advertising in magazines?

Accepted Answer

A) lack of permanence 
B) lack of prestige 
C) lack of consumer receptivity to ads 
D) limited reach and frequency 
E) no creative flexibility 
A) lack of permanence 
B) lack of prestige 
C) lack of consumer receptivity to ads 
D) limited reach and frequency 
E) no creative flexibility D

Question 3

_____ offer advertisers the opportunity to buy space in a group of publications as a package deal.

Accepted Answer

A) Cross media organizations 
B) Magazine networks 
C) Publication verification networks 
D) Magazine blocks 
E) News networks 
A) Cross media organizations 
B) Magazine networks 
C) Publication verification networks 
D) Magazine blocks 
E) News networks B

Question 4

Magazines like In Touch and Life & Style offer advertisers _____ selectivity.

Accepted Answer

A) geographic,demographic,and lifestyle 
B) behavioral and geographic 
C) only demographic 
D) demographic and psychographic 
E) only behavioral 
A) geographic,demographic,and lifestyle 
B) behavioral and geographic 
C) only demographic 
D) demographic and psychographic 
E) only behavioral

Question 5

When a newspaper offers no discounts for quantity or repeated space buys, it is using a(n) _____ structure.

Accepted Answer

A) preferred position;flat rate 
B) preferred position;open-rate 
C) open-rate;flat rate 
D) flat rate;open rate 
E) flat rate;preferred position 
A) preferred position;flat rate 
B) preferred position;open-rate 
C) open-rate;flat rate 
D) flat rate;open rate 
E) flat rate;preferred position

Question 6

Which of the following statements provides a reason why consumers are more receptive to magazine advertising than to television advertising?

Accepted Answer

A) Unlike television ads,magazine ads are intrusive and not easy to ignore. 
B) Consumers generally choose to purchase a magazine because they are interested in the content and ads are additional information relevant to the issue or topic area. 
C) There are not many ads in most magazines,so they do not bother consumers. 
D) Because more creative options are available for magazines than for television advertising,magazine ads are more interesting. 
E) Magazine advertising does not provide the psychographic or demographic selectivity that television does. 
A) Unlike television ads,magazine ads are intrusive and not easy to ignore. 
B) Consumers generally choose to purchase a magazine because they are interested in the content and ads are additional information relevant to the issue or topic area. 
C) There are not many ads in most magazines,so they do not bother consumers. 
D) Because more creative options are available for magazines than for television advertising,magazine ads are more interesting. 
E) Magazine advertising does not provide the psychographic or demographic selectivity that television does.

Question 7

Magazines are helping advertisers implement their market segmentation strategies by:

Accepted Answer

A) offering special inserts,bleed pages,and gatefolds 
B) not running any controversial articles 
C) merging their databases with those of the advertiser and delivering personalized messages to consumers 
D) adopting a general-interest editorial platform 
E) increasing their circulation figures 
A) offering special inserts,bleed pages,and gatefolds 
B) not running any controversial articles 
C) merging their databases with those of the advertiser and delivering personalized messages to consumers 
D) adopting a general-interest editorial platform 
E) increasing their circulation figures

Question 8

General Motors negotiated an $80 million media package with Time Warner that included advertising in magazines owned by the media conglomerate as well as on cable television stations it operates.This is an example of:

Accepted Answer

A) a cross-magazine deal 
B) a cross-media deal 
C) a magazine network advertising 
D) circulation management 
E) an intermedia deal 
A) a cross-magazine deal 
B) a cross-media deal 
C) a magazine network advertising 
D) circulation management 
E) an intermedia deal

Question 9

Which of the following statements about advertisers' use of techniques such as pop-ups,talking ads,heavy inserts and other methods to attract readers' attention is true?

Accepted Answer

A) They are viewed as a way of breaking through the clutter created by the large number of ads in many magazines. 
B) Many advertisers are critical of their use and do not want to run regular ads that have to compete against them for readers' attention. 
C) They are not accepted by everyone in the advertising and publishing industry as a viable way of breaking through the advertising clutter in magazines. 
D) Some critics argue that they alter the feel of a magazine and the readers' relationship to it. 
E) All of the above statements about advertisers' use of techniques such as pop-ups,talking ads,heavy inserts,and other methods to attract readers' attention are true. 
A) They are viewed as a way of breaking through the clutter created by the large number of ads in many magazines. 
B) Many advertisers are critical of their use and do not want to run regular ads that have to compete against them for readers' attention. 
C) They are not accepted by everyone in the advertising and publishing industry as a viable way of breaking through the advertising clutter in magazines. 
D) Some critics argue that they alter the feel of a magazine and the readers' relationship to it. 
E) All of the above statements about advertisers' use of techniques such as pop-ups,talking ads,heavy inserts,and other methods to attract readers' attention are true.

Question 10

Offshore is a publication that provides information on world trends and technology to offshore oil and gas operations. It is an example of a(n) _____ publication.

Accepted Answer

A) general business 
B) trade 
C) professional 
D) industrial 
E) consumer-oriented 
A) general business 
B) trade 
C) professional 
D) industrial 
E) consumer-oriented

Question 11

Which of the following industries spends most of its advertising media budget in magazines since it is prohibited from advertising in broadcast media?

Accepted Answer

A) beer 
B) tobacco 
C) lingerie 
D) toiletries 
E) pharmaceuticals 
A) beer 
B) tobacco 
C) lingerie 
D) toiletries 
E) pharmaceuticals

Question 12

An advertiser preparing to run a large ad in a weekly newspaper needs to know that _____ can be a disadvantage associated with the selection of newspapers as the media vehicle.

Accepted Answer

A) lack of geographic selectivity 
B) lack of demographic selectivity 
C) noise as defined by the communications process 
D) pass-along readership 
E) none of the above 
A) lack of geographic selectivity 
B) lack of demographic selectivity 
C) noise as defined by the communications process 
D) pass-along readership 
E) none of the above

Question 13

Parade and USA Weekend are examples of:

Accepted Answer

A) daily newspapers 
B) national newspapers 
C) syndicated Sunday newspaper supplements 
D) freestanding inserts 
E) special-audience newspapers 
A) daily newspapers 
B) national newspapers 
C) syndicated Sunday newspaper supplements 
D) freestanding inserts 
E) special-audience newspapers

Question 14

More companies buy advertising _____ than in any other medium.

Accepted Answer

A) in newspapers 
B) in magazines 
C) on cable television 
D) on radio 
E) on network television 
A) in newspapers 
B) in magazines 
C) on cable television 
D) on radio 
E) on network television

Question 15

When magazines set advertising rates based on a set average circulation figure delivered by the publication but do not guarantee a rebate if they fail to meet it they are using:

Accepted Answer

A) guaranteed circulation 
B) circulation verification 
C) pass-along circulation rates 
D) a circulation rate base system 
E) a rebate system 
A) guaranteed circulation 
B) circulation verification 
C) pass-along circulation rates 
D) a circulation rate base system 
E) a rebate system

Question 16

Studies have shown that people who use online newspapers are:

Accepted Answer

A) primarily interested in the humor and sports pages 
B) low-income groups who cannot afford to purchase paper copies regularly 
C) likely to respond to bleed pages and run of the paper ads 
D) highly engaged and are an upscale audience 
E) all of the above 
A) primarily interested in the humor and sports pages 
B) low-income groups who cannot afford to purchase paper copies regularly 
C) likely to respond to bleed pages and run of the paper ads 
D) highly engaged and are an upscale audience 
E) all of the above

Question 17

Which of the following statements about the use of color in magazine advertising is true?

Accepted Answer

A) The more color used in the ad,the lower the cost. 
B) Advertisers prefer using black and white because of the greater visual impact it makes. 
C) Research has shown that color ads are superior to black and white ads in terms of attracting and holding attention. 
D) Bleed pages are less expensive than color pages with margins because less fine-tuning is required with bleed pages. 
E) Black and white ads are generally considered superior to color in terms of recall,awareness,and retention. 
A) The more color used in the ad,the lower the cost. 
B) Advertisers prefer using black and white because of the greater visual impact it makes. 
C) Research has shown that color ads are superior to black and white ads in terms of attracting and holding attention. 
D) Bleed pages are less expensive than color pages with margins because less fine-tuning is required with bleed pages. 
E) Black and white ads are generally considered superior to color in terms of recall,awareness,and retention.

Question 18

The high ratio of advertising to editorial content in most magazines causes magazines to have a problem with:

Accepted Answer

A) clutter 
B) limited frequency 
C) long lead times 
D) high costs 
E) none of the above 
A) clutter 
B) limited frequency 
C) long lead times 
D) high costs 
E) none of the above

Question 19

_____ are often referred to as high-involvement media,because they generally require some attention and effort on the part of the consumer to process the information they provide

Accepted Answer

A) Newspapers and magazines 
B) Newspapers and television 
C) Magazines and radio 
D) Radio and television 
E) Radio and newspapers 
A) Newspapers and magazines 
B) Newspapers and television 
C) Magazines and radio 
D) Radio and television 
E) Radio and newspapers

Question 20

The National Newspaper Network:

Accepted Answer

A) reproduces national ads in a pass-along system throughout the country 
B) facilitates Web-based advertising options in newspapers across the country 
C) provides advertising auditing services to local marketing firms 
D) limits the misuse of advertising in selective run binding networks 
E) offers controlled-circulation flat rates for preferred position marketers 
A) reproduces national ads in a pass-along system throughout the country 
B) facilitates Web-based advertising options in newspapers across the country 
C) provides advertising auditing services to local marketing firms 
D) limits the misuse of advertising in selective run binding networks 
E) offers controlled-circulation flat rates for preferred position marketers

Exam 12: Evaluation of Print Media

What does it mean when the text describes newspapers and magazines as high-involvement media?

Which of the following is a disadvantage associated with advertising in magazines?

_____ offer advertisers the opportunity to buy space in a group of publications as a package deal.

Magazines like In Touch and Life & Style offer advertisers _____ selectivity.

When a newspaper offers no discounts for quantity or repeated space buys, it is using a(n) _____ structure.

Which of the following statements provides a reason why consumers are more receptive to magazine advertising than to television advertising?

Magazines are helping advertisers implement their market segmentation strategies by:

General Motors negotiated an $80 million media package with Time Warner that included advertising in magazines owned by the media conglomerate as well as on cable television stations it operates.This is an example of:

Which of the following statements about advertisers' use of techniques such as pop-ups,talking ads,heavy inserts and other methods to attract readers' attention is true?

Offshore is a publication that provides information on world trends and technology to offshore oil and gas operations. It is an example of a(n) _____ publication.

Which of the following industries spends most of its advertising media budget in magazines since it is prohibited from advertising in broadcast media?

An advertiser preparing to run a large ad in a weekly newspaper needs to know that _____ can be a disadvantage associated with the selection of newspapers as the media vehicle.

Parade and USA Weekend are examples of:

More companies buy advertising _____ than in any other medium.

When magazines set advertising rates based on a set average circulation figure delivered by the publication but do not guarantee a rebate if they fail to meet it they are using:

Studies have shown that people who use online newspapers are:

Which of the following statements about the use of color in magazine advertising is true?

The high ratio of advertising to editorial content in most magazines causes magazines to have a problem with:

_____ are often referred to as high-involvement media,because they generally require some attention and effort on the part of the consumer to process the information they provide

The National Newspaper Network:

An Introduction to Integrated Marketing Communications

The Role of Imc in the Marketing Process

Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations

Perspectives on Consumer Behavior

The Communication Process

Source,message,and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Broadcast Media

Support Media

Direct Marketing

The Internet and Interactive Media

Sales Promotion

Public Relations,Publicity,and Corporate Advertising

Personal Selling

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social,Ethical,and Economic Aspects of Advertising and Promotion

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