Question 1

Information on the characteristics of magazine audiences is provided by:

Accepted Answer

A) Simmons Market Research Bureau 
B) Mediamark Research,Inc. 
C) the magazines themselves 
D) SRDS's Business Publication Advertising Source 
E) all of the above 
A) Simmons Market Research Bureau 
B) Mediamark Research,Inc. 
C) the magazines themselves 
D) SRDS's Business Publication Advertising Source 
E) all of the above

Question 2

To improve advertising effectiveness,many magazines are:

Accepted Answer

A) offering international editions embedded into domestic offerings. 
B) separating the advertising process from the magazine's editorial vision. 
C) letting advertisers choose the content of the magazine. 
D) selling ad space,but not confirming if the ads were effective. 
E) mixing ad messages with content. 
A) offering international editions embedded into domestic offerings. 
B) separating the advertising process from the magazine's editorial vision. 
C) letting advertisers choose the content of the magazine. 
D) selling ad space,but not confirming if the ads were effective. 
E) mixing ad messages with content.

Question 3

_____ verifies the circulation of consumer magazines and farm publications.

Accepted Answer

A) The Audit Bureau of Circulations 
B) Business Publications Audit 
C) Standard Rate and Data Service 
D) Simmons Market Research Bureau 
E) Mediamark Research,Inc. 
A) The Audit Bureau of Circulations 
B) Business Publications Audit 
C) Standard Rate and Data Service 
D) Simmons Market Research Bureau 
E) Mediamark Research,Inc.

Question 4

Which of the following statements about the future of the newspaper industry is true?

Accepted Answer

A) Newspapers are the primary medium for national advertisers. 
B) The newspaper industry is losing advertising revenue to direct marketing and telemarketing. 
C) Newspaper readership has held steady over the past two decades. 
D) The percentage of households receiving a daily newspaper has increased. 
E) Newspapers are the least important of all promotional media in terms of total advertising volume. 
A) Newspapers are the primary medium for national advertisers. 
B) The newspaper industry is losing advertising revenue to direct marketing and telemarketing. 
C) Newspaper readership has held steady over the past two decades. 
D) The percentage of households receiving a daily newspaper has increased. 
E) Newspapers are the least important of all promotional media in terms of total advertising volume.

Question 5

Gatefolds,bleed pages,inserts,and creative space buys are ways of increasing:

Accepted Answer

A) the cost efficiency of magazines 
B) the geographic flexibility of magazines 
C) the selectivity of magazines 
D) the creativity of magazine ads and their ability to attract readers' attention 
E) all of the above 
A) the cost efficiency of magazines 
B) the geographic flexibility of magazines 
C) the selectivity of magazines 
D) the creativity of magazine ads and their ability to attract readers' attention 
E) all of the above

Question 6

In purchasing advertising space in magazines,media planners will focus primarily on the:

Accepted Answer

A) lead time for placing ads 
B) absolute costs 
C) cost of the advertising space relative to the size and composition of the audience reached 
D) preproduction and production costs 
E) circulation of the publication 
A) lead time for placing ads 
B) absolute costs 
C) cost of the advertising space relative to the size and composition of the audience reached 
D) preproduction and production costs 
E) circulation of the publication

Question 7

The Top Line is a Canadian publication targeted to high school teens.It offers Canadian advertisers _____ selectivity.

Accepted Answer

A) demographic 
B) psychographic 
C) lifestyle 
D) affective 
E) behavioral 
A) demographic 
B) psychographic 
C) lifestyle 
D) affective 
E) behavioral

Question 8

Modern Maturity,YM,and Seventeen are all magazines that offer advertisers _____ selectivity.

Accepted Answer

A) demographic 
B) geographic 
C) lifestyle 
D) affective 
E) behavioral 
A) demographic 
B) geographic 
C) lifestyle 
D) affective 
E) behavioral

Question 9

When America Online's customers were unhappy with their ability to access the Internet quickly,CompuServe,its major competitor,quickly ran ads taking advantage of AOL's problems.Which of the following characteristic of newspaper made it possible for CompuServe to do this?

Accepted Answer

A) extensive penetration 
B) selectivity 
C) flexibility 
D) permanence 
E) reader involvement 
A) extensive penetration 
B) selectivity 
C) flexibility 
D) permanence 
E) reader involvement

Question 10

Which of the following statements about newspaper supplements is true?

Accepted Answer

A) Most national advertisers avoid them because of high clutter. 
B) Newspaper supplements carry no national advertising. 
C) Some of these publications are similar to national magazines and carry national and regional ads in four-color. 
D) They appeal to advertisers who are not concerned about reproduction quality and who prefer to use black and white ads. 
E) Newspaper supplements are a category of newspapers just like daily,weekly,and national newspapers are. 
A) Most national advertisers avoid them because of high clutter. 
B) Newspaper supplements carry no national advertising. 
C) Some of these publications are similar to national magazines and carry national and regional ads in four-color. 
D) They appeal to advertisers who are not concerned about reproduction quality and who prefer to use black and white ads. 
E) Newspaper supplements are a category of newspapers just like daily,weekly,and national newspapers are.

Question 11

Which of the following is one of the disadvantages associated with the use of magazines as an advertising medium?

Accepted Answer

A) low receptivity to advertising by readers 
B) low demographic selectivity 
C) thin penetration of most individual magazines 
D) long reading life and permanence of publication 
E) difficulty associated with the processing of complex messages in magazines 
A) low receptivity to advertising by readers 
B) low demographic selectivity 
C) thin penetration of most individual magazines 
D) long reading life and permanence of publication 
E) difficulty associated with the processing of complex messages in magazines

Question 12

Which of the following would NOT affect the cost of advertising in a consumer magazine?

Accepted Answer

A) the size of the ad 
B) the position of the ad 
C) the circulation of the magazine 
D) special production requirements 
E) the number and variety of ads in the magazine 
A) the size of the ad 
B) the position of the ad 
C) the circulation of the magazine 
D) special production requirements 
E) the number and variety of ads in the magazine

Question 13

Clutter is viewed as less of a problem for magazines than radio or television because:

Accepted Answer

A) consumers tend to be less receptive to print advertising than they are to broadcast advertising 
B) consumers have been trained to expect more ad messages than they can decode 
C) exposure to magazine ads is easier to control as the consumer can simply turn a page if uninterested in an ad 
D) print ads are always more creative and interesting than television ads 
E) print ads come in different sizes and colors,which can mask the feeling of clutter 
A) consumers tend to be less receptive to print advertising than they are to broadcast advertising 
B) consumers have been trained to expect more ad messages than they can decode 
C) exposure to magazine ads is easier to control as the consumer can simply turn a page if uninterested in an ad 
D) print ads are always more creative and interesting than television ads 
E) print ads come in different sizes and colors,which can mask the feeling of clutter

Question 14

A magazine with a circulation of 2.5 million and 3 readers per copy would have a total audience or readership of _____ million.

Accepted Answer

A) 2.5 
B) 4.5 
C) 5.5 
D) 7.5 
E) 8.3 
A) 2.5 
B) 4.5 
C) 5.5 
D) 7.5 
E) 8.3

Question 15

According to Standard Rate and Data Service,magazines can be classified as _____ publications.

Accepted Answer

A) consumer,farm,and business 
B) regional,national,and international 
C) agrarian,industrial,and specialized 
D) general,specialized,and niche 
E) affective,behavioral,and cognitive 
A) consumer,farm,and business 
B) regional,national,and international 
C) agrarian,industrial,and specialized 
D) general,specialized,and niche 
E) affective,behavioral,and cognitive

Question 16

To be eligible for verification audits by Audit Bureau of Circulations,a magazine must meet which of the following criteria?

Accepted Answer

A) It must be published on a controlled-circulation basis. 
B) It must be a business publication. 
C) Seventy percent or more of the magazines must be purchased for at least half of the magazine's established base price. 
D) The publication must be a member of the Magazine Publishers of America trade association. 
E) All of the above criteria must be met for a magazine to be eligible for verification audits by Audit Bureau of Circulations. 
A) It must be published on a controlled-circulation basis. 
B) It must be a business publication. 
C) Seventy percent or more of the magazines must be purchased for at least half of the magazine's established base price. 
D) The publication must be a member of the Magazine Publishers of America trade association. 
E) All of the above criteria must be met for a magazine to be eligible for verification audits by Audit Bureau of Circulations.

Question 17

Which of the following statements about the level of advertising clutter in newspapers is true?

Accepted Answer

A) Clutter is really not a problem in newspaper advertising since most ads are very large. 
B) Clutter is not a problem with newspapers even though nearly two thirds of the average daily paper is devoted to advertising. 
C) The term clutter only relates to broadcast media,not print media. 
D) Clutter is a particularly difficult problem in newspaper advertising since most ads are in black and white,and it is difficult to do anything unique or creative that will grab the reader's attention. 
E) There are no advertising techniques that will cause an ad to break though newspaper clutter. 
A) Clutter is really not a problem in newspaper advertising since most ads are very large. 
B) Clutter is not a problem with newspapers even though nearly two thirds of the average daily paper is devoted to advertising. 
C) The term clutter only relates to broadcast media,not print media. 
D) Clutter is a particularly difficult problem in newspaper advertising since most ads are in black and white,and it is difficult to do anything unique or creative that will grab the reader's attention. 
E) There are no advertising techniques that will cause an ad to break though newspaper clutter.

Question 18

Which of the following statements about the circulation of magazines is true?

Accepted Answer

A) Circulation revenue is becoming a major source of income for many publications. 
B) The higher the circulation of a magazine,the higher the advertising rates it can generally charge. 
C) Many magazines are finding the incremental costs of attracting and maintaining circulation increases is not always cost effective. 
D) Some magazines have reduced their circulation base in recent years to control costs. 
E) All of the above statements about the circulation of magazines are true. 
A) Circulation revenue is becoming a major source of income for many publications. 
B) The higher the circulation of a magazine,the higher the advertising rates it can generally charge. 
C) Many magazines are finding the incremental costs of attracting and maintaining circulation increases is not always cost effective. 
D) Some magazines have reduced their circulation base in recent years to control costs. 
E) All of the above statements about the circulation of magazines are true.

Question 19

Magazine advertisements that extend to the end of the page rather than leaving a margin around the ad are called:

Accepted Answer

A) gatefolds 
B) bleed pages 
C) maximum coverage ads 
D) overruns 
E) total page ads 
A) gatefolds 
B) bleed pages 
C) maximum coverage ads 
D) overruns 
E) total page ads

Question 20

A magazine can be categorized by:

Accepted Answer

A) the fact that it is only available by subscription 
B) the fact that it is a monthly publication 
C) its geographic specialization 
D) the topics that are covered in the publication 
E) all of the above 
A) the fact that it is only available by subscription 
B) the fact that it is a monthly publication 
C) its geographic specialization 
D) the topics that are covered in the publication 
E) all of the above

Exam 12: Evaluation of Print Media

Information on the characteristics of magazine audiences is provided by:

To improve advertising effectiveness,many magazines are:

_____ verifies the circulation of consumer magazines and farm publications.

Which of the following statements about the future of the newspaper industry is true?

Gatefolds,bleed pages,inserts,and creative space buys are ways of increasing:

In purchasing advertising space in magazines,media planners will focus primarily on the:

The Top Line is a Canadian publication targeted to high school teens.It offers Canadian advertisers _____ selectivity.

Modern Maturity,YM,and Seventeen are all magazines that offer advertisers _____ selectivity.

When America Online's customers were unhappy with their ability to access the Internet quickly,CompuServe,its major competitor,quickly ran ads taking advantage of AOL's problems.Which of the following characteristic of newspaper made it possible for CompuServe to do this?

Which of the following statements about newspaper supplements is true?

Which of the following is one of the disadvantages associated with the use of magazines as an advertising medium?

Which of the following would NOT affect the cost of advertising in a consumer magazine?

Clutter is viewed as less of a problem for magazines than radio or television because:

A magazine with a circulation of 2.5 million and 3 readers per copy would have a total audience or readership of _____ million.

According to Standard Rate and Data Service,magazines can be classified as _____ publications.

To be eligible for verification audits by Audit Bureau of Circulations,a magazine must meet which of the following criteria?

Which of the following statements about the level of advertising clutter in newspapers is true?

Which of the following statements about the circulation of magazines is true?

Magazine advertisements that extend to the end of the page rather than leaving a margin around the ad are called:

A magazine can be categorized by:

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

Filters