Exam 12: Evaluation of Print Media

Advertisers who want to achieve geographic selectivity in their magazine media schedule can do so by advertising in:

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

Novell makes security systems for computer networks. One system it offers recognizes users' fingerprints. An ad for Novell products shows a thumb with the words "Access Granted" painted on it. The blue background behind the thumb extends to the very edge of the page. This ad is an example of a(n):

Critics of printaculars argue they:

The goal of the National Newspaper Network,which was created by the Newspaper Association of America in 1993,is to:

Circulation verification figures are important to media planners because:

Consumers are generally receptive to advertising in magazines because:

Imagine a smokeless tobacco company has hired a NASCAR driver to be its advertising spokesperson.If a news release revealed the driver was just found to be suffering from mouth and throat cancer could cause a serious marketing problem,and the organization had already negotiated with several magazines to run these ads.Which characteristic of magazines would be the major source of the problem?

Avia makes athletic shoes.Avia's marketing research has shown there are a large number of serious runners living in the Pacific Northwest region of the United States.These individuals would be willing to pay over $200 for a good pair of running shoes.To reach this market,the best media option would probably be:

Many publications base their rates on _____ and give refunds to advertisers if the number of delivered magazines is below that quantity.

Which of the following contributes to the reproduction quality of magazine advertising?

The largest percentage of newspaper advertising revenue comes from:

A creative technique for newspaper advertising whereby an ad is surrounded by editorial material is known as a(n):

Which of the following statements about newspapers and magazines as advertising media vehicles is true?

A clothing store retailer would use an island ad to:

Traditionally,newspaper advertising space for national advertisers has been sold by the:

A magazine with a circulation of 100,000 and 2 readers per copy would have a _____ of 200,000.

The acronym SRDS stands for:

_____ involves two or more publishers offering their magazines to an advertiser in one package.

JCPenney's department store distributed a four-color catalog in newspapers in major metropolitan areas advertising its President's Day Sale.This is an example of what type of newspaper advertising?