Exam 10: Evaluation of Print Media

Which of the following is a disadvantage inherent in advertising in magazines?

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

Advertisers who are seeking broad reach and frequency in their media schedules:

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

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 ____.

_____ are often referred to as high-involvement media,because they generally require some attention and effort on the part of the consumer to process the information that they provide.

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):

Bob Wilkes shoes horses for a living.He has a large list of customers who often ask him for unusual features such as "Is there any sort of shock absorbers available for horses?" To answer these questions,he subscribes to American Farriers Journal and stores all of his previous issues so he can use them as reference material.The way Wilkes uses this publication demonstrates which of the following advantages of magazines?

When a newspaper offers no discounts for quantity or repeated space buys,it is using a(n)_____ structure.When discounts are available,it is using a(n)_____ structure.

National advertisers tend to avoid weekly newspapers because of:

Which of the following does Standard Rate and Data Service (SRDS)classify as a general business magazine?

The inside 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):

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

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.

The Top Line is a Canadian publication targeted to high school teens.It offers Canadian advertisers _____ selectivity.

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

_____ 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.

The New York Times and USA Today are examples of _____ newspapers.

_____ advertising is a category of advertising that is found throughout a newspaper and generally uses illustrations,headlines,white space,and other visual devices in addition to the copy text.

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.