Question 1

The goal of the National Newspaper Network,which was created by the Newspaper Association of America in 1993,is to:

Accepted Answer

A) make newspaper advertising rates the same for everyone. 
B) attract more newspaper advertising dollars from national advertisers in specific product categories by facilitating the purchasing process. 
C) make sure national advertisers who use newspapers on a limited basis pay higher rates than those who are already regular users. 
D) attract more newspaper advertising from local companies. 
E) enhance the reproduction quality of the newspapers. 
A) make newspaper advertising rates the same for everyone. 
B) attract more newspaper advertising dollars from national advertisers in specific product categories by facilitating the purchasing process. 
C) make sure national advertisers who use newspapers on a limited basis pay higher rates than those who are already regular users. 
D) attract more newspaper advertising from local companies. 
E) enhance the reproduction quality of the newspapers.

Question 2

Which of the following statements about the reach and frequency of consumer magazines is true?

Accepted Answer

A) Popular consumer magazines have broad reach and frequency. 
B) For a broad-reach strategy,magazines should be used in conjunction with other media. 
C) Using multiple ads in the same issue of a magazine is a viable way of increasing the reach of the publication. 
D) Advertisers seeking broad reach through the use of magazines cannot accomplish this goal by making media buys in a number of different publications. 
E) Advertisers who are seeking broad reach and frequency in their media schedules must use monthly magazines in order to obtain desired frequency. 
A) Popular consumer magazines have broad reach and frequency. 
B) For a broad-reach strategy,magazines should be used in conjunction with other media. 
C) Using multiple ads in the same issue of a magazine is a viable way of increasing the reach of the publication. 
D) Advertisers seeking broad reach through the use of magazines cannot accomplish this goal by making media buys in a number of different publications. 
E) Advertisers who are seeking broad reach and frequency in their media schedules must use monthly magazines in order to obtain desired frequency.

Question 3

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) magazines targeted specifically to men and women. 
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) magazines targeted specifically to men and women.

Question 4

Selectivity,reproduction quality,creative flexibility,and prestige are all potential advantages of which of the following advertising medium?

Accepted Answer

A) Place-based media 
B) Magazines 
C) Local radio 
D) Billboards 
E) Local newspapers 
A) Place-based media 
B) Magazines 
C) Local radio 
D) Billboards 
E) Local newspapers

Question 5

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

Accepted Answer

A) Most magazines and newspapers could survive without advertising revenue. 
B) Newspapers are a primary source of shopping information for many consumers. 
C) The number of daily newspapers in most cities has been increasing due to a dramatic increase in the amount of readily available advertising revenue. 
D) Magazines are not really dependent on advertising revenue since they can charge higher prices for their publications. 
E) In order for newspapers and magazines to be read by a large audience,the print media should include lots of advertisements. 
A) Most magazines and newspapers could survive without advertising revenue. 
B) Newspapers are a primary source of shopping information for many consumers. 
C) The number of daily newspapers in most cities has been increasing due to a dramatic increase in the amount of readily available advertising revenue. 
D) Magazines are not really dependent on advertising revenue since they can charge higher prices for their publications. 
E) In order for newspapers and magazines to be read by a large audience,the print media should include lots of advertisements.

Question 6

According to Standard Rate and Data Service (SRDS),magazines can be classified as:

Accepted Answer

A) consumer,health care,and business publications. 
B) regional,national,and international publications. 
C) agrarian,industrial,and specialized publications. 
D) general,specialized,and niche publications. 
E) affective,behavioral,and cognitive publications. 
A) consumer,health care,and business publications. 
B) regional,national,and international publications. 
C) agrarian,industrial,and specialized publications. 
D) general,specialized,and niche publications. 
E) affective,behavioral,and cognitive publications.

Question 7

According to SDRS's classification of magazines,_____ magazines are bought by the general public for information and/or entertainment.

Accepted Answer

A) niche 
B) consumer 
C) business 
D) national 
E) farm 
A) niche 
B) consumer 
C) business 
D) national 
E) farm

Question 8

Which of the following statements is true about newspaper supplements?

Accepted Answer

A) Most national advertisers avoid them because of high clutter. 
B) Newspaper supplements carry no national advertising. 
C) Some of these publications are similar to national magazines and carry national and regional ads in four-color. 
D) They appeal to advertisers who are not concerned about reproduction quality and who prefer to use black and white ads. 
E) Newspaper supplements are a category of newspapers just like daily,weekly,and national newspapers are. 
A) Most national advertisers avoid them because of high clutter. 
B) Newspaper supplements carry no national advertising. 
C) Some of these publications are similar to national magazines and carry national and regional ads in four-color. 
D) They appeal to advertisers who are not concerned about reproduction quality and who prefer to use black and white ads. 
E) Newspaper supplements are a category of newspapers just like daily,weekly,and national newspapers are.

The goal of the National Newspaper Network,which was created by the Newspaper Association of America in 1993,is to:

Which of the following statements about the reach and frequency of consumer magazines is true?

Marketers can achieve geographic selectivity in magazine advertising by using:

Selectivity,reproduction quality,creative flexibility,and prestige are all potential advantages of which of the following advertising medium?

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

According to Standard Rate and Data Service (SRDS),magazines can be classified as:

According to SDRS's classification of magazines,_____ magazines are bought by the general public for information and/or entertainment.

Which of the following statements is true about newspaper supplements?

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

The goal of the National Newspaper Network,which was created by the Newspaper Association of America in 1993,is to:

Which of the following statements about the reach and frequency of consumer magazines is true?

Marketers can achieve geographic selectivity in magazine advertising by using:

Selectivity,reproduction quality,creative flexibility,and prestige are all potential advantages of which of the following advertising medium?

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

According to Standard Rate and Data Service (SRDS),magazines can be classified as:

According to SDRS's classification of magazines,_____ magazines are bought by the general public for information and/or entertainment.

Which of the following statements is true about newspaper supplements?

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