Question 1

The _____ is a market outside of a city whose residents regularly do business within the city.

Accepted Answer

A) city zone 
B) retail trading zone 
C) area of dominant influence 
D) MSA 
E) designated market area 
A) city zone 
B) retail trading zone 
C) area of dominant influence 
D) MSA 
E) designated market area

Question 2

Linn's Stamp News is a newspaper written specifically for stamp collectors and published weekly.It contains information that is interest to people who collect stamps.It is an example of a:

Accepted Answer

A) trade newspaper 
B) special-audience newspaper 
C) demographically-oriented newspaper 
D) newspaper supplement 
E) regional newspaper 
A) trade newspaper 
B) special-audience newspaper 
C) demographically-oriented newspaper 
D) newspaper supplement 
E) regional newspaper

Question 3

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

Accepted Answer

A) Most magazines and newspapers could survive without advertising revenue. 
B) Newspapers are a primary source of shopping information for many consumers. 
C) The number of daily newspapers in most cities has been increasing due to a dramatic increase in the amount of readily available advertising revenue. 
D) Magazines are not really dependent on advertising revenue since they can charge higher prices for their publications. 
E) All of the above statements about newspapers and magazines as advertising media are true. 
A) Most magazines and newspapers could survive without advertising revenue. 
B) Newspapers are a primary source of shopping information for many consumers. 
C) The number of daily newspapers in most cities has been increasing due to a dramatic increase in the amount of readily available advertising revenue. 
D) Magazines are not really dependent on advertising revenue since they can charge higher prices for their publications. 
E) All of the above statements about newspapers and magazines as advertising media are true.

Question 4

The inside front cover of the Business 2.0 magazine opens up to reveal a large advertising spread on the Cadillac Escalade. This ad is an example of a(n):

Accepted Answer

A)  bleed page 
B)  printacular 
C)  gatefold 
D)  page manipulator. 
E)  overrun 
A)  bleed page 
B)  printacular 
C)  gatefold 
D)  page manipulator. 
E)  overrun

Question 5

Celebrity magazine industry publishers wonder:

Accepted Answer

A) how long Americans' appetite for celebrity gossip will continue. 
B) whether male and female teenagers are equally hard to reach with any type of print media 
C) whether female teenagers can be reached through magazines 
D) how long Brittany Spears will subsidize their industry 
E) how many children with Brad and Angelina adopt 
A) how long Americans' appetite for celebrity gossip will continue. 
B) whether male and female teenagers are equally hard to reach with any type of print media 
C) whether female teenagers can be reached through magazines 
D) how long Brittany Spears will subsidize their industry 
E) how many children with Brad and Angelina adopt

Question 6

The magazine The Georgia Peace Officer is targeted to everyone in law enforcement in the State of Georgia.As a medium,this magazine offers a manufacturer of bullet-proof vests a high degree of:

Accepted Answer

A) permanence 
B) flexibility 
C) selectivity 
D) reach 
E) clutter 
A) permanence 
B) flexibility 
C) selectivity 
D) reach 
E) clutter

Question 7

The advertising manager for a fashionable,upscale women's clothing line is concerned over an ad agency recommendation to run ads for the brand in People magazine.She thinks the editorial environment of the magazine may not be appropriate to the high fashion and trendy positioning strategy being used for the brand.This reflects concern over what specific aspect of magazine advertising?

Accepted Answer

A) permanence 
B) creative options 
C) prestige of the publication 
D) reproduction quality 
E) costs 
A) permanence 
B) creative options 
C) prestige of the publication 
D) reproduction quality 
E) costs

Question 8

An ad for California Almonds is a close-up view of a swirl of white and milk chocolate topped with sliced almonds. The chocolate swirls extend to the very edge of the page. This ad is an example of a(n):

Accepted Answer

A)  gatefold 
B)  bleed page 
C)  maximum coverage ad 
D)  overrun 
E)  total page ad 
A)  gatefold 
B)  bleed page 
C)  maximum coverage ad 
D)  overrun 
E)  total page ad

Question 9

Better Homes & Gardens,Newsweek,and Cosmopolitan are all examples of:

Accepted Answer

A) general interest consumer magazines 
B) demographically-targeted magazines 
C) trade publications 
D) professional magazines 
E) special interest business magazines 
A) general interest consumer magazines 
B) demographically-targeted magazines 
C) trade publications 
D) professional magazines 
E) special interest business magazines

Question 10

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

Accepted Answer

A) The advantages and disadvantages associated with the use of either magazines or newspapers as advertising media vehicles are the same. 
B) Individual magazines reach a very selective audience and are very valuable for reaching specific types of consumers or market segments. 
C) Magazines generate most of their total revenue from advertising. 
D) Business magazines generate most of their revenue from subscriptions and single copy sales and are not really dependent on advertising. 
E) Both newspapers and magazines are generally considered low-involvement media. 
A) The advantages and disadvantages associated with the use of either magazines or newspapers as advertising media vehicles are the same. 
B) Individual magazines reach a very selective audience and are very valuable for reaching specific types of consumers or market segments. 
C) Magazines generate most of their total revenue from advertising. 
D) Business magazines generate most of their revenue from subscriptions and single copy sales and are not really dependent on advertising. 
E) Both newspapers and magazines are generally considered low-involvement media.

Question 11

National advertisers tend to avoid weekly newspapers because of:

Accepted Answer

A) their poor image 
B) their high absolute cost 
C) difficulties associated with purchasing and placing ads in them 
D) an overly broad geographic focus 
E) the large number of local ads they typically contain 
A) their poor image 
B) their high absolute cost 
C) difficulties associated with purchasing and placing ads in them 
D) an overly broad geographic focus 
E) the large number of local ads they typically contain

Question 12

Brut Champagne ran an ad in Esquire magazine featuring a cardboard replica of a champagne bottle that pops up when the magazine is opened to that page. This is an example of a(n):

Accepted Answer

A)  action page 
B)  gatefold 
C)  multisensory ad 
D)  printacular 
E)  run-of-page ad 
A)  action page 
B)  gatefold 
C)  multisensory ad 
D)  printacular 
E)  run-of-page ad

Question 13

Many business magazines are sent free to individuals a publisher thinks are appropriate members of a target audience and can influence purchases for products and services advertised in the publication.This is known as _____ basis.

Accepted Answer

A) primary circulation 
B) guaranteed circulation 
C) free circulation 
D) circulation verification 
E) controlled circulation 
A) primary circulation 
B) guaranteed circulation 
C) free circulation 
D) circulation verification 
E) controlled circulation

Question 14

classify as a general business magazine?

Accepted Answer

A) Forbes 
B) Drug Store News 
C) Restaurant News 
D) Architectural Digest 
E) Floral Management magazine 
A) Forbes 
B) Drug Store News 
C) Restaurant News 
D) Architectural Digest 
E) Floral Management magazine

Question 15

Buying ad space in regional editions of national magazines:

Accepted Answer

A) is no longer permissible due to the passage of recent anti-competition legislation 
B) can reduce an advertiser's cost per thousand for reaching desired audiences 
C) diminishes the value of pass-along readership 
D) creates overlapping subscription data 
E) is correctly described by none of the above 
A) is no longer permissible due to the passage of recent anti-competition legislation 
B) can reduce an advertiser's cost per thousand for reaching desired audiences 
C) diminishes the value of pass-along readership 
D) creates overlapping subscription data 
E) is correctly described by none of the above

Question 16

Employment,automotive,and real estate ads are the three major categories of type of _____ advertising.

Accepted Answer

A) display 
B) supplement 
C) special insert 
D) classified 
E) retail 
A) display 
B) supplement 
C) special insert 
D) classified 
E) retail

Question 17

A(n) _____ test is a service offered by magazines where two or more versions of an ad are run in alternate copies of a particular issue of a publication.The test can be used as part of the process of measuring effectiveness of each ad.

Accepted Answer

A) split run test 
B) inquiry test 
C) Starch test 
D) Gallup Robinson impact test 
E) day-after-recall test 
A) split run test 
B) inquiry test 
C) Starch test 
D) Gallup Robinson impact test 
E) day-after-recall test

Question 18

A company that manufactures paintball equipment might prefer to advertise in specialized publications such as Paintball Sports magazine rather than general interest magazines and sports magazines such as Sports Illustrated because of:

Accepted Answer

A) the broader reach of specialized publications 
B) the greater audience selectivity of specialized publications 
C) fewer ads and less clutter in specialized publications 
D) because of the higher degree of pass-along readership 
E) the creative flexibility available in specialized magazines and not available in more general-interest publications 
A) the broader reach of specialized publications 
B) the greater audience selectivity of specialized publications 
C) fewer ads and less clutter in specialized publications 
D) because of the higher degree of pass-along readership 
E) the creative flexibility available in specialized magazines and not available in more general-interest publications

Question 19

Which of the following statements about newspaper advertising rates is true?

Accepted Answer

A) The rates newspapers charge national advertisers are lower than those for local advertisers. 
B) The rates newspapers charge national advertisers are about 10 percent higher than those for local advertisers. 
C) The rates newspapers charge national advertisers are an average of 66 percent higher than those paid by local advertisers. 
D) Newspapers advertising rates for national and local advertisers are about the same. 
E) National advertisers pay the entire amount for cooperative advertising even if the ad is placed by a local retailer. 
A) The rates newspapers charge national advertisers are lower than those for local advertisers. 
B) The rates newspapers charge national advertisers are about 10 percent higher than those for local advertisers. 
C) The rates newspapers charge national advertisers are an average of 66 percent higher than those paid by local advertisers. 
D) Newspapers advertising rates for national and local advertisers are about the same. 
E) National advertisers pay the entire amount for cooperative advertising even if the ad is placed by a local retailer.

Question 20

Basic rates quoted by newspapers that call for an ad to be placed on any page or in any position desired by the paper are known as _____ rates.

Accepted Answer

A) preferred position 
B) open 
C) flat 
D) run-of-paper (ROP) 
E) combination 
A) preferred position 
B) open 
C) flat 
D) run-of-paper (ROP) 
E) combination

Exam 12: Evaluation of Print Media

The _____ is a market outside of a city whose residents regularly do business within the city.

Linn's Stamp News is a newspaper written specifically for stamp collectors and published weekly.It contains information that is interest to people who collect stamps.It is an example of a:

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

The inside front cover of the Business 2.0 magazine opens up to reveal a large advertising spread on the Cadillac Escalade. This ad is an example of a(n):

Celebrity magazine industry publishers wonder:

The magazine The Georgia Peace Officer is targeted to everyone in law enforcement in the State of Georgia.As a medium,this magazine offers a manufacturer of bullet-proof vests a high degree of:

An ad for California Almonds is a close-up view of a swirl of white and milk chocolate topped with sliced almonds. The chocolate swirls extend to the very edge of the page. This ad is an example of a(n):

Better Homes & Gardens,Newsweek,and Cosmopolitan are all examples of:

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

National advertisers tend to avoid weekly newspapers because of:

Brut Champagne ran an ad in Esquire magazine featuring a cardboard replica of a champagne bottle that pops up when the magazine is opened to that page. This is an example of a(n):

Many business magazines are sent free to individuals a publisher thinks are appropriate members of a target audience and can influence purchases for products and services advertised in the publication.This is known as _____ basis.

classify as a general business magazine?

Buying ad space in regional editions of national magazines:

Employment,automotive,and real estate ads are the three major categories of type of _____ advertising.

A(n) _____ test is a service offered by magazines where two or more versions of an ad are run in alternate copies of a particular issue of a publication.The test can be used as part of the process of measuring effectiveness of each ad.

A company that manufactures paintball equipment might prefer to advertise in specialized publications such as Paintball Sports magazine rather than general interest magazines and sports magazines such as Sports Illustrated because of:

Which of the following statements about newspaper advertising rates is true?

Basic rates quoted by newspapers that call for an ad to be placed on any page or in any position desired by the paper are known as _____ rates.

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