Question 1

One of the primary advantages of using magazines as an advertising medium is their:

Accepted Answer

A) selectivity 
B) low clutter level 
C) limited reach and frequency 
D) low absolute costs 
E) long lead time 
A) selectivity 
B) low clutter level 
C) limited reach and frequency 
D) low absolute costs 
E) long lead time

Question 2

_____ classifies magazines into three major categories and is the primary reference source for media planners.

Accepted Answer

A) Standard Rate and Data Service (SRDS) 
B) Simmons Market Research Bureau 
C) Audit Bureau of Circulations 
D) Media Mark Research, Inc. 
E) A.C.Nielsen Co. 
A) Standard Rate and Data Service (SRDS) 
B) Simmons Market Research Bureau 
C) Audit Bureau of Circulations 
D) Media Mark Research, Inc. 
E) A.C.Nielsen Co.

Question 3

Magazines try to improve their position and become more appealing to marketers by:

Accepted Answer

A) developing stronger editorial platforms that appeal to changing interests,lifestyles,and demographics 
B) improving the quality of their circulation bases even if it means a reduction in subscribers 
C) offering more cross-magazine and cross-media advertising packages 
D) offering new technologies to better target consumers and make ads more interesting and attention getting 
E) doing all of the above 
A) developing stronger editorial platforms that appeal to changing interests,lifestyles,and demographics 
B) improving the quality of their circulation bases even if it means a reduction in subscribers 
C) offering more cross-magazine and cross-media advertising packages 
D) offering new technologies to better target consumers and make ads more interesting and attention getting 
E) doing all of the above

Question 4

Which of the following statements about the reach and frequency of consumer magazines is true?

Accepted Answer

A) Popular consumer magazines have broad reach and frequency. 
B) While a high percentage of adults in the U.S.read one or more magazines,the percentage reading any individual publication is quite low. 
C) Using multiple ads in the same issue of a magazine is a viable way of increasing the reach of the publication. 
D) Advertisers seeking broad reach through the use of magazines cannot accomplish this goal by making media buys in a number of different publications. 
E) All of the above statements about the reach and frequency of consumer magazines are true. 
A) Popular consumer magazines have broad reach and frequency. 
B) While a high percentage of adults in the U.S.read one or more magazines,the percentage reading any individual publication is quite low. 
C) Using multiple ads in the same issue of a magazine is a viable way of increasing the reach of the publication. 
D) Advertisers seeking broad reach through the use of magazines cannot accomplish this goal by making media buys in a number of different publications. 
E) All of the above statements about the reach and frequency of consumer magazines are true.

Question 5

Magazines like Los Angeles Magazine and Denver are categorized as:

Accepted Answer

A) demographic publications 
B) promotional publications 
C) corporate magazines 
D) public relations magazines 
E) none of the above 
A) demographic publications 
B) promotional publications 
C) corporate magazines 
D) public relations magazines 
E) none of the above

Question 6

The "church and state" division in magazines refers to:

Accepted Answer

A) the conflict between the marketing and advertising divisions in a magazine publishing business 
B) the separation of content from advertising 
C) infomercials 
D) government pressures to separate church and state 
E) the pressure from religious groups to make magazines conform to their moral concepts 
A) the conflict between the marketing and advertising divisions in a magazine publishing business 
B) the separation of content from advertising 
C) infomercials 
D) government pressures to separate church and state 
E) the pressure from religious groups to make magazines conform to their moral concepts

Question 7

Major retailers are interested in advertising in college newspapers because:

Accepted Answer

A) college students are intellectually stimulated by the diversity of advertising that appears in college newspapers 
B) these publications contain no advertising 
C) it is a way to reach a coveted but elusive target market 
D) print media is more effective than electronic media in meeting all target markets including college students 
E) government regulations offer subsidies for advertising in these not-for-profit newspapers 
A) college students are intellectually stimulated by the diversity of advertising that appears in college newspapers 
B) these publications contain no advertising 
C) it is a way to reach a coveted but elusive target market 
D) print media is more effective than electronic media in meeting all target markets including college students 
E) government regulations offer subsidies for advertising in these not-for-profit newspapers

Question 8

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) poor reproduction quality 
B) lack of demographic selectivity 
C) clutter 
D) short life span 
E) all of the above 
A) poor reproduction quality 
B) lack of demographic selectivity 
C) clutter 
D) short life span 
E) all of the above

Question 9

_____ newspapers originate in small towns or suburbs and usually focus on news,sports and events relevant to a local area or community.

Accepted Answer

A) Daily 
B) Weekly 
C) Local 
D) Regional 
E) Special-audience 
A) Daily 
B) Weekly 
C) Local 
D) Regional 
E) Special-audience

Question 10

A major problem for publishers of teen and young women's magazines is these consumers are:

Accepted Answer

A) becoming more financially savvy and demanding upscale advertising 
B) gravitating toward more mature magazines such as Martha Stewart's World 
C) so concerned about economic conditions that they are drastically reducing their spending 
D) refocusing their attention on social media such as MySpace and Facebook. 
E) too often working multiple jobs with little time to read 
A) becoming more financially savvy and demanding upscale advertising 
B) gravitating toward more mature magazines such as Martha Stewart's World 
C) so concerned about economic conditions that they are drastically reducing their spending 
D) refocusing their attention on social media such as MySpace and Facebook. 
E) too often working multiple jobs with little time to read

Question 11

_____ is the number of magazine copies distributed to original subscribers or purchasers.

Accepted Answer

A) Primary circulation 
B) Total circulation 
C) Primary readership 
D) Guaranteed circulation 
E) Basic readership 
A) Primary circulation 
B) Total circulation 
C) Primary readership 
D) Guaranteed circulation 
E) Basic readership

Question 12

Automobile,electronics and insurance companies are all heavy advertisers in college newspapers because:

Accepted Answer

A) there are many first-time buyers of these products and services among college students 
B) women are more approachable than men using college media advertising 
C) many communities have banned outdoor advertising in areas adjacent to colleges 
D) cross-media advertising works best when preferred position rates are maximized in college media 
E) college students are a major source of pass-along readership 
A) there are many first-time buyers of these products and services among college students 
B) women are more approachable than men using college media advertising 
C) many communities have banned outdoor advertising in areas adjacent to colleges 
D) cross-media advertising works best when preferred position rates are maximized in college media 
E) college students are a major source of pass-along readership

Question 13

The cost of advertising space in magazines is primarily a function of:

Accepted Answer

A) the size of the ad 
B) the ad's position in the magazine 
C) the frequency of ad insertions 
D) the circulation of the publication 
E) whether color is used in the ad 
A) the size of the ad 
B) the ad's position in the magazine 
C) the frequency of ad insertions 
D) the circulation of the publication 
E) whether color is used in the ad

Question 14

Cal O'Hanlon,an avid skier,takes a weeklong ski vacation every winter.To help plan his vacation,O'Hanlon keeps all of the past issues of Skiing magazine he has received so he can consult them as he makes his selection of a ski resort.O'Hanlon 's use of the magazines in this way demonstrates which advantage of magazines as an advertising medium?

Accepted Answer

A) geographic selectivity 
B) creative flexibility 
C) prestige 
D) permanence 
E) services 
A) geographic selectivity 
B) creative flexibility 
C) prestige 
D) permanence 
E) services

Question 15

Which of the following is an example of special services offered by newspapers?

Accepted Answer

A) merchandising programs to help make the trade aware of a company's products 
B) complete in-house advertising agency competitive with many of the finest agencies in the U.S. 
C) high reproduction quality 
D) circulation verification 
E) all of the above 
A) merchandising programs to help make the trade aware of a company's products 
B) complete in-house advertising agency competitive with many of the finest agencies in the U.S. 
C) high reproduction quality 
D) circulation verification 
E) all of the above

Question 16

______ provides media planners with reliable figures about the size and distribution of a magazine's circulation that helps the planners evaluate its worth as a media vehicle.

Accepted Answer

A) Simmons Market Research Bureau 
B) Standard Rate and Data Service 
C) A circulation verification service 
D) Mediamark Research,Inc. 
E) None of the above 
A) Simmons Market Research Bureau 
B) Standard Rate and Data Service 
C) A circulation verification service 
D) Mediamark Research,Inc. 
E) None of the above

Question 17

The fact that most magazines are published for special-interest groups gives them 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 18

_____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine.

Accepted Answer

A) Ink-jet imaging 
B) Selective binding 
C) Cross media binding 
D) Controlled circulation 
E) Desk top publishing 
A) Ink-jet imaging 
B) Selective binding 
C) Cross media binding 
D) Controlled circulation 
E) Desk top publishing

Question 19

Aprilee Lindsey read the April issue of Farm Journal magazine when she visited her parents in North Dakota and was entranced with an ad for John Deere garden tractors,which featured toddlers dressed in overalls and straw hats.When she got home to Alabama and looked for the same ad in her April issue of Farm Journal,she found the ad for John Deere Garden tractors.This ad listed 25 reasons for buying a John Deere brand tractor and had no illustration.What is the simplest explanation for finding two completely different ads in the same issue of a magazine?

Accepted Answer

A) The magazine is a regional publication. 
B) The magazine uses demographics such as educational levels to target its reading audience. 
C) John Deere purchased a split run. 
D) John Deere could only afford a printacular ad in a portion of the market reached by the magazine. 
E) John Deere was taking part in a Gallup Robinson impact test. 
A) The magazine is a regional publication. 
B) The magazine uses demographics such as educational levels to target its reading audience. 
C) John Deere purchased a split run. 
D) John Deere could only afford a printacular ad in a portion of the market reached by the magazine. 
E) John Deere was taking part in a Gallup Robinson impact test.

Question 20

One of the greatest limitations of newspapers as an advertising medium is _____ due to the coarse paper stock used in printing most newspapers.

Accepted Answer

A) its pass-along readership 
B) the lack of reader interest and involvement 
C) consumer distrust of newspapers as a credible source 
D) its lack of geographic selectivity 
E) its poor reproduction quality 
A) its pass-along readership 
B) the lack of reader interest and involvement 
C) consumer distrust of newspapers as a credible source 
D) its lack of geographic selectivity 
E) its poor reproduction quality

One of the primary advantages of using magazines as an advertising medium is their:

_____ classifies magazines into three major categories and is the primary reference source for media planners.

Magazines try to improve their position and become more appealing to marketers by:

Which of the following statements about the reach and frequency of consumer magazines is true?

Magazines like Los Angeles Magazine and Denver are categorized as:

The "church and state" division in magazines refers to:

Major retailers are interested in advertising in college newspapers because:

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.

_____ newspapers originate in small towns or suburbs and usually focus on news,sports and events relevant to a local area or community.

A major problem for publishers of teen and young women's magazines is these consumers are:

_____ is the number of magazine copies distributed to original subscribers or purchasers.

Automobile,electronics and insurance companies are all heavy advertisers in college newspapers because:

The cost of advertising space in magazines is primarily a function of:

Which of the following is an example of special services offered by newspapers?

______ provides media planners with reliable figures about the size and distribution of a magazine's circulation that helps the planners evaluate its worth as a media vehicle.

The fact that most magazines are published for special-interest groups gives them a high degree of:

_____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine.

One of the greatest limitations of newspapers as an advertising medium is _____ due to the coarse paper stock used in printing most newspapers.

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

Exam 12: Evaluation of Print Media

One of the primary advantages of using magazines as an advertising medium is their:

_____ classifies magazines into three major categories and is the primary reference source for media planners.

Magazines try to improve their position and become more appealing to marketers by:

Which of the following statements about the reach and frequency of consumer magazines is true?

Magazines like Los Angeles Magazine and Denver are categorized as:

The "church and state" division in magazines refers to:

Major retailers are interested in advertising in college newspapers because:

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.

_____ newspapers originate in small towns or suburbs and usually focus on news,sports and events relevant to a local area or community.

A major problem for publishers of teen and young women's magazines is these consumers are:

_____ is the number of magazine copies distributed to original subscribers or purchasers.

Automobile,electronics and insurance companies are all heavy advertisers in college newspapers because:

The cost of advertising space in magazines is primarily a function of:

Which of the following is an example of special services offered by newspapers?

______ provides media planners with reliable figures about the size and distribution of a magazine's circulation that helps the planners evaluate its worth as a media vehicle.

The fact that most magazines are published for special-interest groups gives them a high degree of:

_____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine.

One of the greatest limitations of newspapers as an advertising medium is _____ due to the coarse paper stock used in printing most newspapers.

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