Question 1

_____ offer advertisers the opportunity to buy space in a group of publications as a package deal.

Accepted Answer

A) Cross media organizations 
B) Magazine networks 
C) Publication verification networks 
D) Magazine blocks 
E) News networks 
A) Cross media organizations 
B) Magazine networks 
C) Publication verification networks 
D) Magazine blocks 
E) News networks

Question 2

Advertisers who want to achieve geographic selectivity in their magazine media schedule can do so by advertising in:

Accepted Answer

A) magazines like Chicago and Nashville. 
B) special-interest farm publications. 
C) trade publications. 
D) international editions of magazines only. 
E) general-interest farm magazines. 
A) magazines like Chicago and Nashville. 
B) special-interest farm publications. 
C) trade publications. 
D) international editions of magazines only. 
E) general-interest farm magazines.

Question 3

When America Online's customers were unhappy with their ability to access the Internet quickly,CompuServe,its major competitor,quickly ran ads taking advantage of AOL's problems.Which of the following characteristics of a newspaper made this possible for CompuServe?

Accepted Answer

A) Extensive penetration 
B) Selectivity 
C) Flexibility 
D) Permanence 
E) Reader involvement 
A) Extensive penetration 
B) Selectivity 
C) Flexibility 
D) Permanence 
E) Reader involvement

Question 4

A magazine with a circulation of 100,000 and 2 readers per copy would have a _____ of 200,000.

Accepted Answer

A) certified audience 
B) calculated market 
C) total audience 
D) circumscribed market 
E) market aggregate 
A) certified audience 
B) calculated market 
C) total audience 
D) circumscribed market 
E) market aggregate

Question 5

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

Question 6

Which of the following is a disadvantage associated with advertising in magazines?

Accepted Answer

A) Lack of permanence 
B) Lack of prestige 
C) Lack of consumer receptivity to ads 
D) Limited reach and frequency 
E) No creative flexibility 
A) Lack of permanence 
B) Lack of prestige 
C) Lack of consumer receptivity to ads 
D) Limited reach and frequency 
E) No creative flexibility

Question 7

Clutter is viewed as less of a problem for magazines than radio or television because:

Accepted Answer

A) consumers tend to be less receptive to print advertising than they are to broadcast advertising. 
B) consumers have been trained to expect more ad messages than they can decode. 
C) exposure to magazine ads is easier to control as the consumer can simply turn a page if uninterested in an ad. 
D) print ads are always more creative and interesting than television ads. 
E) print ads come in different sizes and colors,which can mask the feeling of clutter. 
A) consumers tend to be less receptive to print advertising than they are to broadcast advertising. 
B) consumers have been trained to expect more ad messages than they can decode. 
C) exposure to magazine ads is easier to control as the consumer can simply turn a page if uninterested in an ad. 
D) print ads are always more creative and interesting than television ads. 
E) print ads come in different sizes and colors,which can mask the feeling of clutter.

Question 8

Modern Maturity,Playboy,and Seventeen are all magazines that offer advertisers _____ selectivity.

Accepted Answer

A) demographic 
B) geographic 
C) lifestyle 
D) affective 
E) behavioral 
A) demographic 
B) geographic 
C) lifestyle 
D) affective 
E) behavioral

Question 9

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 10

A clothing store retailer would use an island ad to:

Accepted Answer

A) break through the clutter typically found in newspapers. 
B) create high reproduction quality ads. 
C) act as a means of making the newspaper accountable for the sales generated by the ad. 
D) reduce overall costs of newspaper advertising. 
E) identify potential target markets. 
A) break through the clutter typically found in newspapers. 
B) create high reproduction quality ads. 
C) act as a means of making the newspaper accountable for the sales generated by the ad. 
D) reduce overall costs of newspaper advertising. 
E) identify potential target markets.

Question 11

Why are farm publications not classified with business publications?

Accepted Answer

A) Because historically farms were not perceived as businesses. 
B) Because adding up farm magazines with business magazines would make the category too large. 
C) Because farm magazines are a hybrid of consumer and business magazines. 
D) Because the service that did the initial classification of magazines was owned by a farm publication. 
E) Because federal laws require the breakout of farm magazines because subscriptions to these magazines help to determine farm allowances. 
A) Because historically farms were not perceived as businesses. 
B) Because adding up farm magazines with business magazines would make the category too large. 
C) Because farm magazines are a hybrid of consumer and business magazines. 
D) Because the service that did the initial classification of magazines was owned by a farm publication. 
E) Because federal laws require the breakout of farm magazines because subscriptions to these magazines help to determine farm allowances.

Question 12

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

Accepted Answer

A) Clutter is not really a problem at all in magazine advertising. 
B) Most magazines devote less than 30 percent of their pages to advertising so clutter is a controlled problem. 
C) The clutter problem for a magazine increases as they become more successful since they attract more ad pages. 
D) Most magazines are not concerned about the clutter problem since there is usually no other way for advertisers to reach the market they serve. 
E) Clutter is a more serious issue for magazines than it is for either television or radio. 
A) Clutter is not really a problem at all in magazine advertising. 
B) Most magazines devote less than 30 percent of their pages to advertising so clutter is a controlled problem. 
C) The clutter problem for a magazine increases as they become more successful since they attract more ad pages. 
D) Most magazines are not concerned about the clutter problem since there is usually no other way for advertisers to reach the market they serve. 
E) Clutter is a more serious issue for magazines than it is for either television or radio.

Question 13

_____ is a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence.

Accepted Answer

A) Split run 
B) Over run 
C) Gatefold 
D) Printacular 
E) Selective binding 
A) Split run 
B) Over run 
C) Gatefold 
D) Printacular 
E) Selective binding

Question 14

Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true?

Accepted Answer

A) Advertisers attach greater value to primary in-home readers. 
B) Advertisers attach greater value to pass-along readers. 
C) Pass-along readers should be totally discounted in evaluating magazine readership. 
D) Pass-along readers generally spend more time with a magazine and pick it up more often than do primary readers. 
E) Advertisers generally attach greatest value to out-of-home readers. 
A) Advertisers attach greater value to primary in-home readers. 
B) Advertisers attach greater value to pass-along readers. 
C) Pass-along readers should be totally discounted in evaluating magazine readership. 
D) Pass-along readers generally spend more time with a magazine and pick it up more often than do primary readers. 
E) Advertisers generally attach greatest value to out-of-home readers.

Question 15

Offshore is a publication that provides information on world trends and technology to offshore oil and gas operations.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 16

Which of the following statements about the level of advertising clutter in newspapers is true?

Accepted Answer

A) Clutter is really not a problem in newspaper advertising since most ads are very large. 
B) Clutter is not a problem with newspapers even though nearly two thirds of the average daily paper is devoted to advertising. 
C) The term clutter only relates to broadcast media,not print media. 
D) Clutter is a particularly difficult problem in newspaper advertising because it is difficult to do anything unique or creative that will grab the reader's attention. 
E) There are no advertising techniques that will cause an ad to break though newspaper clutter. 
A) Clutter is really not a problem in newspaper advertising since most ads are very large. 
B) Clutter is not a problem with newspapers even though nearly two thirds of the average daily paper is devoted to advertising. 
C) The term clutter only relates to broadcast media,not print media. 
D) Clutter is a particularly difficult problem in newspaper advertising because it is difficult to do anything unique or creative that will grab the reader's attention. 
E) There are no advertising techniques that will cause an ad to break though newspaper clutter.

Question 17

Business publications are important to advertisers because:

Accepted Answer

A) they provide information on various industries to readers. 
B) they provide an effective way to reach consumers who work in specific businesses. 
C) they provide entertainment to business readers. 
D) they provide an efficient way of reaching the specific types of individuals who constitute their target market. 
E) they are a way of boosting membership in labor organizations. 
A) they provide information on various industries to readers. 
B) they provide an effective way to reach consumers who work in specific businesses. 
C) they provide entertainment to business readers. 
D) they provide an efficient way of reaching the specific types of individuals who constitute their target market. 
E) they are a way of boosting membership in labor organizations.

Question 18

_____ 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 19

The largest percentage of newspaper advertising revenue comes from:

Accepted Answer

A) display advertising by advertisers. 
B) classified advertising. 
C) display advertising by national advertisers. 
D) freestanding inserts. 
E) real estate ads. 
A) display advertising by advertisers. 
B) classified advertising. 
C) display advertising by national advertisers. 
D) freestanding inserts. 
E) real estate ads.

Question 20

The promoter of a boxing match would probably want to place an ad in the sports section of the newspaper and,therefore,pay a(n)_____ rate.

Accepted Answer

A) flat 
B) run-of-paper 
C) preferred position 
D) agate 
E) bleed page 
A) flat 
B) run-of-paper 
C) preferred position 
D) agate 
E) bleed page

_____ offer advertisers the opportunity to buy space in a group of publications as a package deal.

Advertisers who want to achieve geographic selectivity in their magazine media schedule can do so by advertising in:

When America Online's customers were unhappy with their ability to access the Internet quickly,CompuServe,its major competitor,quickly ran ads taking advantage of AOL's problems.Which of the following characteristics of a newspaper made this possible for CompuServe?

A magazine with a circulation of 100,000 and 2 readers per copy would have a _____ of 200,000.

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

Which of the following is a disadvantage associated with advertising in magazines?

Clutter is viewed as less of a problem for magazines than radio or television because:

Modern Maturity,Playboy,and Seventeen are all magazines that offer advertisers _____ selectivity.

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

A clothing store retailer would use an island ad to:

Why are farm publications not classified with business publications?

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

_____ is a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence.

Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true?

Offshore is a publication that provides information on world trends and technology to offshore oil and gas operations.This is an example of a(n)_____ publication.

Which of the following statements about the level of advertising clutter in newspapers is true?

Business publications are important to advertisers because:

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

The largest percentage of newspaper advertising revenue comes from:

The promoter of a boxing match would probably want to place an ad in the sports section of the newspaper and,therefore,pay a(n)_____ rate.

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

_____ offer advertisers the opportunity to buy space in a group of publications as a package deal.

Advertisers who want to achieve geographic selectivity in their magazine media schedule can do so by advertising in:

When America Online's customers were unhappy with their ability to access the Internet quickly,CompuServe,its major competitor,quickly ran ads taking advantage of AOL's problems.Which of the following characteristics of a newspaper made this possible for CompuServe?

A magazine with a circulation of 100,000 and 2 readers per copy would have a _____ of 200,000.

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

Which of the following is a disadvantage associated with advertising in magazines?

Clutter is viewed as less of a problem for magazines than radio or television because:

Modern Maturity,Playboy,and Seventeen are all magazines that offer advertisers _____ selectivity.

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

A clothing store retailer would use an island ad to:

Why are farm publications not classified with business publications?

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

_____ is a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence.

Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true?

Offshore is a publication that provides information on world trends and technology to offshore oil and gas operations.This is an example of a(n)_____ publication.

Which of the following statements about the level of advertising clutter in newspapers is true?

Business publications are important to advertisers because:

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

The largest percentage of newspaper advertising revenue comes from:

The promoter of a boxing match would probably want to place an ad in the sports section of the newspaper and,therefore,pay a(n)_____ rate.

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