Question 1

Why are farm publications not classified with business publications?

Accepted Answer

A) Historically farms have not been perceived as businesses. 
B) The number of farm magazines,if added to the number of business magazines,would make the category too large. 
C) Farm magazines are a hybrid of consumer and business magazines. 
D) The service that did the initial classification of magazines was owned by a farm publication. 
E) Federal laws require the breakout of farm magazines because subscriptions to these magazines help to determine farm allowances. 
A) Historically farms have not been perceived as businesses. 
B) The number of farm magazines,if added to the number of business magazines,would make the category too large. 
C) Farm magazines are a hybrid of consumer and business magazines. 
D) The service that did the initial classification of magazines was owned by a farm publication. 
E) Federal laws require the breakout of farm magazines because subscriptions to these magazines help to determine farm allowances.

Question 2

Janome manufactures sewing machines.In an issue of Home Companion,Janome purchased the bottom quarter ad space on three successive pages to advertise the winter clearance sale on different models sewing machines at Janome authorized dealers.Janome used _____ to attract reader's attention.

Accepted Answer

A) gatefold 
B) bleed page 
C) creative space buys 
D) overrun 
E) total page ad 
A) gatefold 
B) bleed page 
C) creative space buys 
D) overrun 
E) total page ad

Question 3

Kiley overheard a conversation in which the following terms were used: short closing times,strong reseller support,high penetration,national versus local rate differentials,and ad reproduction limitations.Which media vehicle was being discussed in the conversation that Kiley overheard?

Accepted Answer

A) radio 
B) magazines 
C) direct mail 
D) billboards 
E) newspapers 
A) radio 
B) magazines 
C) direct mail 
D) billboards 
E) newspapers

Question 4

The New York Times Sunday Magazine is an example of a:

Accepted Answer

A) special audience newspaper 
B) newspaper supplement published by a major newspaper 
C) syndicated newspaper supplement 
D) national newspaper 
E) consumer magazine 
A) special audience newspaper 
B) newspaper supplement published by a major newspaper 
C) syndicated newspaper supplement 
D) national newspaper 
E) consumer magazine

Question 5

The New York Times and The Christian Science Monitor are examples of _____ newspapers.

Accepted Answer

A) weekly 
B) national 
C) regional 
D) special-audience 
E) weekday 
A) weekly 
B) national 
C) regional 
D) special-audience 
E) weekday

Question 6

The use of a third page that folds out to create an extra large advertising spread in a magazine is called 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 7

Studies by the magazine industry have found:

Accepted Answer

A) magazine readers are less likely to attend to and recall ads than are television viewers 
B) most consumers dislike magazine ads because they are intrusive and difficult to ignore 
C) magazines are consumers' primary source of information for many products and services 
D) consumers are less receptive to advertising in magazines than in any other medium 
E) consumers are more likely to recall newspaper ads than magazine ads 
A) magazine readers are less likely to attend to and recall ads than are television viewers 
B) most consumers dislike magazine ads because they are intrusive and difficult to ignore 
C) magazines are consumers' primary source of information for many products and services 
D) consumers are less receptive to advertising in magazines than in any other medium 
E) consumers are more likely to recall newspaper ads than magazine ads

Question 8

_____ is a system that was created in 1984 to make newspaper advertising rates comparable to other media that sell space and time in standardized units.

Accepted Answer

A) The column inch 
B) The flat rate system 
C) Standard advertising units 
D) The portfolio inch 
E) Agate lines 
A) The column inch 
B) The flat rate system 
C) Standard advertising units 
D) The portfolio inch 
E) Agate lines

Question 9

A company that manufactures a new software system for eliminating SPAM wants a creative magazine ad that will attract attention and increase the likelihood of the ad being read.The company can use:

Accepted Answer

A) overruns 
B) pop-outs 
C) gatefolds 
D) churchfolds 
E) content placement ads 
A) overruns 
B) pop-outs 
C) gatefolds 
D) churchfolds 
E) content placement ads

Question 10

Marketers can achieve geographic selectivity in magazine advertising by using:

Accepted Answer

A) magazines edited for and targeted toward particular regions,cities,or areas 
B) national editions of major magazines that cover the entire country 
C) general-interest business publications 
D) magazines targeted to adults 
E) any of the above 
A) magazines edited for and targeted toward particular regions,cities,or areas 
B) national editions of major magazines that cover the entire country 
C) general-interest business publications 
D) magazines targeted to adults 
E) any of the above

Question 11

The _____ is a market area composed of a city where the paper is published and contiguous areas similar in character to the city.

Accepted Answer

A) city zone 
B) MSA 
C) consolidated MSA 
D) consolidated market zone 
E) retail trading zone 
A) city zone 
B) MSA 
C) consolidated MSA 
D) consolidated market zone 
E) retail trading zone

Question 12

Which of the following would be an example of special-audience newspaper?

Accepted Answer

A) the Los Angeles Times 
B) the Washington Post 
C) The Wall Street Journal 
D) the newspaper published by your college 
E) USA Today 
A) the Los Angeles Times 
B) the Washington Post 
C) The Wall Street Journal 
D) the newspaper published by your college 
E) USA Today

Question 13

Floral Management is a publication aimed at providing information to retail florists so they can manage their stores more efficiently and more profitably. 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 14

Which of the following statements about the geographic selectivity offered by newspapers is true?

Accepted Answer

A) Newspapers offer less geographic selectivity than most other media. 
B) Newspapers in large cities provide very little geographic selectivity to advertisers. 
C) Newspapers provide little geographic selectivity to national advertisers. 
D) Many newspapers publish several geographic or zone editions and thus provide selectivity to local advertisers. 
E) None of the above statements about the geographic selectivity offered by newspapers is true. 
A) Newspapers offer less geographic selectivity than most other media. 
B) Newspapers in large cities provide very little geographic selectivity to advertisers. 
C) Newspapers provide little geographic selectivity to national advertisers. 
D) Many newspapers publish several geographic or zone editions and thus provide selectivity to local advertisers. 
E) None of the above statements about the geographic selectivity offered by newspapers is true.

Question 15

Magazines such as,InStyle Weekly,Vogue,and GQ are succeeding because:

Accepted Answer

A) the magazines have very large circulation bases 
B) the publications have large editorial staffs 
C) people are having fewer children 
D) the magazines have editorial platforms that appeal to the interests,lifestyles and demographics of their consumers 
E) the magazines appeal to the conspicuous consumption lifestyle of today's consumers 
A) the magazines have very large circulation bases 
B) the publications have large editorial staffs 
C) people are having fewer children 
D) the magazines have editorial platforms that appeal to the interests,lifestyles and demographics of their consumers 
E) the magazines appeal to the conspicuous consumption lifestyle of today's consumers

Question 16

Which of the following statements is an explanation why newspapers give for maintaining a differential rate structure for national versus local advertisers?

Accepted Answer

A) They argue it costs more for newspapers to handle national advertising. 
B) They argue national advertising is less dependable than local advertising. 
C) They argue demand for national advertising is inelastic and will not increase if rates are lowered. 
D) They state national advertisers often request merchandising assistance from newspapers. 
E) All of the above are reasons given for the rate differential. 
A) They argue it costs more for newspapers to handle national advertising. 
B) They argue national advertising is less dependable than local advertising. 
C) They argue demand for national advertising is inelastic and will not increase if rates are lowered. 
D) They state national advertisers often request merchandising assistance from newspapers. 
E) All of the above are reasons given for the rate differential.

Question 17

All of the following may result in additional costs for a magazine advertisement EXCEPT:

Accepted Answer

A) four-color illustrations 
B) bleed pages 
C) special inserts 
D) gatefolds 
E) large volume purchases of advertising space in the same magazine 
A) four-color illustrations 
B) bleed pages 
C) special inserts 
D) gatefolds 
E) large volume purchases of advertising space in the same magazine

Question 18

Madison has recently learned that newspaper advertising space for national advertisers has been sold by the SAU.The letters SAU stand for:

Accepted Answer

A) sales and advertising units 
B) standard advertising units 
C) standardized aggregated utility 
D) space for advertising usage 
E) space for advertising unit 
A) sales and advertising units 
B) standard advertising units 
C) standardized aggregated utility 
D) space for advertising usage 
E) space for advertising unit

Question 19

Which of the following processes makes it possible to personalize an advertising message?

Accepted Answer

A) cross-market transaction 
B) selective binding 
C) cross media binding 
D) controlled circulation 
E) desk top publishing 
A) cross-market transaction 
B) selective binding 
C) cross media binding 
D) controlled circulation 
E) desk top publishing

Question 20

Newspapers generally offer more _____ than any other medium except for direct mail.

Accepted Answer

A) demographic selectivity 
B) geographic selectivity 
C) color advertising 
D) permanence 
E) creative options 
A) demographic selectivity 
B) geographic selectivity 
C) color advertising 
D) permanence 
E) creative options

Exam 12: Evaluation of Print Media

Why are farm publications not classified with business publications?

Janome manufactures sewing machines.In an issue of Home Companion,Janome purchased the bottom quarter ad space on three successive pages to advertise the winter clearance sale on different models sewing machines at Janome authorized dealers.Janome used _____ to attract reader's attention.

Kiley overheard a conversation in which the following terms were used: short closing times,strong reseller support,high penetration,national versus local rate differentials,and ad reproduction limitations.Which media vehicle was being discussed in the conversation that Kiley overheard?

The New York Times Sunday Magazine is an example of a:

The New York Times and The Christian Science Monitor are examples of _____ newspapers.

The use of a third page that folds out to create an extra large advertising spread in a magazine is called a(n):

Studies by the magazine industry have found:

_____ is a system that was created in 1984 to make newspaper advertising rates comparable to other media that sell space and time in standardized units.

A company that manufactures a new software system for eliminating SPAM wants a creative magazine ad that will attract attention and increase the likelihood of the ad being read.The company can use:

Marketers can achieve geographic selectivity in magazine advertising by using:

The _____ is a market area composed of a city where the paper is published and contiguous areas similar in character to the city.

Which of the following would be an example of special-audience newspaper?

Floral Management is a publication aimed at providing information to retail florists so they can manage their stores more efficiently and more profitably. It is an example of a(n) _____ publication.

Which of the following statements about the geographic selectivity offered by newspapers is true?

Magazines such as,InStyle Weekly,Vogue,and GQ are succeeding because:

Which of the following statements is an explanation why newspapers give for maintaining a differential rate structure for national versus local advertisers?

All of the following may result in additional costs for a magazine advertisement EXCEPT:

Madison has recently learned that newspaper advertising space for national advertisers has been sold by the SAU.The letters SAU stand for:

Which of the following processes makes it possible to personalize an advertising message?

Newspapers generally offer more _____ than any other medium except for direct mail.

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