Question 1

Consumers are generally receptive to advertising in magazines because:

Accepted Answer

A) the ads are relevant to them and can be of value in making a purchase decision. 
B) ads in magazines are intrusive and cannot be ignored. 
C) magazines are a low-involvement medium. 
D) most magazines do not contain many ads,and thus,clutter is not a problem. 
E) of its very short lead time. 
A) the ads are relevant to them and can be of value in making a purchase decision. 
B) ads in magazines are intrusive and cannot be ignored. 
C) magazines are a low-involvement medium. 
D) most magazines do not contain many ads,and thus,clutter is not a problem. 
E) of its very short lead time.

Question 2

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

Accepted Answer

A) The more color used in the ad,the lower the cost. 
B) Advertisers prefer using black and white because of the greater visual impact it makes. 
C) Research has shown that color ads are superior to black and white ads in terms of attracting and holding attention. 
D) Bleed pages are less expensive than color pages with margins because less fine-tuning is required with bleed pages. 
E) Black and white ads are generally considered superior to color in terms of recall,awareness,and retention. 
A) The more color used in the ad,the lower the cost. 
B) Advertisers prefer using black and white because of the greater visual impact it makes. 
C) Research has shown that color ads are superior to black and white ads in terms of attracting and holding attention. 
D) Bleed pages are less expensive than color pages with margins because less fine-tuning is required with bleed pages. 
E) Black and white ads are generally considered superior to color in terms of recall,awareness,and retention.

Question 3

Parade and USA Weekend are examples of:

Accepted Answer

A) daily newspapers. 
B) national newspapers. 
C) syndicated Sunday newspaper supplements. 
D) freestanding inserts. 
E) special-audience newspapers. 
A) daily newspapers. 
B) national newspapers. 
C) syndicated Sunday newspaper supplements. 
D) freestanding inserts. 
E) special-audience newspapers.

Question 4

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) decreasing ad clutter in magazines. 
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) decreasing ad clutter in magazines.

Question 5

More companies buy advertising _____ than in any other medium.

Accepted Answer

A) in newspapers 
B) in magazines 
C) on cable television 
D) on radio 
E) on network television 
A) in newspapers 
B) in magazines 
C) on cable television 
D) on radio 
E) on network television

Question 6

The National Newspaper Network:

Accepted Answer

A) reproduces national ads in a pass-along system throughout the country. 
B) facilitates Web-based advertising options in newspapers across the country. 
C) provides advertising auditing services to local marketing firms. 
D) limits the misuse of advertising in selective run binding networks. 
E) offers controlled-circulation flat rates for preferred position marketers. 
A) reproduces national ads in a pass-along system throughout the country. 
B) facilitates Web-based advertising options in newspapers across the country. 
C) provides advertising auditing services to local marketing firms. 
D) limits the misuse of advertising in selective run binding networks. 
E) offers controlled-circulation flat rates for preferred position marketers.

Question 7

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 8

The primary advertising medium in terms of both ad revenue and number of advertisers is:

Accepted Answer

A) network television. 
B) radio. 
C) magazines. 
D) newspapers. 
E) direct mail. 
A) network television. 
B) radio. 
C) magazines. 
D) newspapers. 
E) direct mail.

Question 9

Floral Management is a publication aimed at providing information to retail florists so they can manage their stores more efficiently and profitably.This 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 10

Because of the medium's ability to turn information around quickly and deliver a detailed message,many companies who provide critical services to consumers often choose to advertise in _____ to respond to natural disasters such as earthquakes or hurricanes.

Accepted Answer

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

Question 11

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 12

When magazines set advertising rates based on a set average circulation figure delivered by the publication but do not guarantee a rebate if they fail to meet it they are using:

Accepted Answer

A) guaranteed circulation. 
B) circulation verification. 
C) pass-along circulation rates. 
D) a circulation rate base system. 
E) a rebate system. 
A) guaranteed circulation. 
B) circulation verification. 
C) pass-along circulation rates. 
D) a circulation rate base system. 
E) a rebate system.

Question 13

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

Accepted Answer

A) total circulation 
B) primary circulation 
C) guaranteed circulation 
D) circulation verification 
E) rebate circulation 
A) total circulation 
B) primary circulation 
C) guaranteed circulation 
D) circulation verification 
E) rebate circulation

Question 14

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

Accepted Answer

A) standard advertising units (SAUs). 
B) column inch. 
C) agate line. 
D) cost per thousand (CPM). 
E) page. 
A) standard advertising units (SAUs). 
B) column inch. 
C) agate line. 
D) cost per thousand (CPM). 
E) page.

Question 15

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 16

_____ describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places.

Accepted Answer

A) Primary readership 
B) Guaranteed readership 
C) Pass-along readership 
D) Total readership 
E) A place-based medium 
A) Primary readership 
B) Guaranteed readership 
C) Pass-along readership 
D) Total readership 
E) A place-based medium

Question 17

_____ 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 18

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 19

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) Reduction in clutter 
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) Reduction in clutter

Question 20

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) can eradicate the problem of clutter. 
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) can eradicate the problem of clutter.

Consumers are generally receptive to advertising in magazines because:

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

Parade and USA Weekend are examples of:

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

More companies buy advertising _____ than in any other medium.

The National Newspaper Network:

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

The primary advertising medium in terms of both ad revenue and number of advertisers is:

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

Because of the medium's ability to turn information around quickly and deliver a detailed message,many companies who provide critical services to consumers often choose to advertise in _____ to respond to natural disasters such as earthquakes or hurricanes.

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

When magazines set advertising rates based on a set average circulation figure delivered by the publication but do not guarantee a rebate if they fail to meet it they are using:

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

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

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

_____ describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places.

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

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):

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

Buying ad space in regional editions of national magazines:

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 Media: Television and Radio

Support Media

Direct Marketing

The Internet and Interactive Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

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

Personal Selling Online

Filters

Exam 10: Evaluation of Print Media

Consumers are generally receptive to advertising in magazines because:

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

Parade and USA Weekend are examples of:

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

More companies buy advertising _____ than in any other medium.

The National Newspaper Network:

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

The primary advertising medium in terms of both ad revenue and number of advertisers is:

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

Because of the medium's ability to turn information around quickly and deliver a detailed message,many companies who provide critical services to consumers often choose to advertise in _____ to respond to natural disasters such as earthquakes or hurricanes.

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

When magazines set advertising rates based on a set average circulation figure delivered by the publication but do not guarantee a rebate if they fail to meet it they are using:

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

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

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

_____ describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places.

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

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):

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

Buying ad space in regional editions of national magazines:

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 Media: Television and Radio

Support Media

Direct Marketing

The Internet and Interactive Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

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

Personal Selling Online

Filters