Exam 10: Evaluation of Print Media

You won't find Armani advertising its new line of men's toiletries in just any men's magazine.The company is striving to position its new line of toiletries as a product for the man with discerning tastes who only buys the finest products.While selecting a print medium to run an ad for this new product,Armani would be most concerned with the publication's:

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

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

Which of the following is one of the disadvantages associated with the use of magazines as an advertising medium?

Which of the following is an example of a trade magazine?

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

Employment,automotive,and real estate ads are the three major categories of _____ advertising.

What does it mean when the text describes newspapers and magazines as high-involvement media?

The high ratio of advertising to editorial content in most magazines causes magazines to have a problem with:

The advertising agency of Sony Electronics has prepared two print ads for the company's new DVD.Ad 'A' uses a straightforward informational appeal,which discusses the DVD player's features,while ad 'B' is an image ad that promotes the overall quality of the player.The purpose of both ads is to encourage readers to send in a card or call a toll-free number to request more information about Sony's DVD player and other products.To get idea about which ad might work best and should be used in the national campaign,Sony can:

Nearly two-thirds of all advertising dollars spent in magazines,are spent in _____ magazines.

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 explanation for finding two completely different ads in the same issue of a magazine?

Avia makes athletic shoes.Its marketing research has shown there are a large number of serious runners living in the Pacific Northwest region of the United States.These individuals would be willing to pay over $200 for a good pair of running shoes.To reach this market,the best media option would probably be:

The advertising manager for a fashionable,upscale women's clothing line is concerned over an ad agency recommendation to run ads for the brand in People magazine.She thinks the editorial environment of the magazine may not be appropriate to the high fashion and trendy positioning strategy being used for the brand.This reflects concern over which of the following aspect of magazine advertising?

_____ magazines assemble consumers with similar lifestyles or interests and offer marketers an efficient way to reach these people with little wasted coverage or circulation.

Which of the following statements provides a reason why consumers are more receptive to magazine advertising than to television advertising?

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

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 of the following advantages of magazines as an advertising medium?

A(n)_____ test is a service offered by magazines where two or more versions of an ad are run in alternate copies of a particular issue of a publication.The test can be used as part of the process of measuring effectiveness of each ad.

Better Homes & Gardens,Newsweek,and Cosmopolitan are all examples of: