Question 1

For a magazine, cost per thousand (CPM) is computed by dividing the cost of a full-page ad by the number of thousands of subscribers.

Accepted Answer

A) True 
 B)False  True

Question 2

On the basis of physical size, the two basic newspaper formats are:

Accepted Answer

A) independent and specialized. 
B) weekly and daily. 
C) specific size and generic size. 
D) standard size and tabloid. 
E) gatefold and standard size. 
A) independent and specialized. 
B) weekly and daily. 
C) specific size and generic size. 
D) standard size and tabloid. 
E) gatefold and standard size. D

Question 3

What are the three dates that affect magazine purchases?

Accepted Answer

The cover date is the date printed on the cover. The on-sale date is the date the magazine is actually issued. And the closing date is the date all ad material must be in the publisher's hands for a specific issue.

Question 4

List any six benefits of magazine advertising.

Accepted Answer

Answers may vary.
Six advantages of maga

Question 5

Which of the following is true of controlled circulation for business publications?

Accepted Answer

A) The publisher must run a series of marketing tests before new subscriptions can begin. 
B) The publisher limits the number of advertisers in the publication to a maximum of twenty. 
C) The publisher limits the number of copies available so that a premium price can be charged for each issue 
D) The publisher mails the magazine free to individuals who may influence the purchase of advertised products. 
E) The publisher distributes the magazines through exclusive distribution channels rather than sending them via mail. 
A) The publisher must run a series of marketing tests before new subscriptions can begin. 
B) The publisher limits the number of advertisers in the publication to a maximum of twenty. 
C) The publisher limits the number of copies available so that a premium price can be charged for each issue 
D) The publisher mails the magazine free to individuals who may influence the purchase of advertised products. 
E) The publisher distributes the magazines through exclusive distribution channels rather than sending them via mail.

Question 6

The guaranteed circulation of a magazine refers to the:

Accepted Answer

A) circulation figure on which a publisher bases its rates. 
B) number of copies of a magazine sold on newsstands 
C) number of copies that the publisher expects to circulate. 
D) maximum number of copies distributed through all channels. 
E) primary circulation plus pass-along readership minus a safety measure of 10 percent. 
A) circulation figure on which a publisher bases its rates. 
B) number of copies of a magazine sold on newsstands 
C) number of copies that the publisher expects to circulate. 
D) maximum number of copies distributed through all channels. 
E) primary circulation plus pass-along readership minus a safety measure of 10 percent.

Question 7

In newspaper advertising, _____ advertising includes copy, illustrations or photos, headlines, coupons, and other visual components.

Accepted Answer

A) classified 
B) audience 
C) display 
D) public notice 
E) preprinted insert 
A) classified 
B) audience 
C) display 
D) public notice 
E) preprinted insert

Question 8

Which of the following is a disadvantage of magazine advertising?

Accepted Answer

A) It lacks flexibility in readership and advertising. 
B) It lacks immediacy that advertisers can get with newspapers or radio. 
C) It lacks authority and believability that enhances the commercial message. 
D) It lacks the permanence that gives a reader time to appraise ads in detail. 
E) It is unable to lend prestige to the products being advertised. 
A) It lacks flexibility in readership and advertising. 
B) It lacks immediacy that advertisers can get with newspapers or radio. 
C) It lacks authority and believability that enhances the commercial message. 
D) It lacks the permanence that gives a reader time to appraise ads in detail. 
E) It is unable to lend prestige to the products being advertised.

Question 9

A magazine meant for retail executives describes the latest initiatives in the retail industry. According to the classification of magazines by content, this is a(n) _____ publication.

Accepted Answer

A) farm 
B) consumer 
C) industrial 
D) trade 
E) professional 
A) farm 
B) consumer 
C) industrial 
D) trade 
E) professional

Question 10

On the basis of physical size, the _____ newspaper is generally about 14 inches deep and 11 inches wide.

Accepted Answer

A) tabloid 
B) compact 
C) broadsheet 
D) Berliner 
E) standard-size 
A) tabloid 
B) compact 
C) broadsheet 
D) Berliner 
E) standard-size

Question 11

According to the classification of magazines by content, _____ magazines are purchased for entertainment, information, or both, are edited for people who buy products for their own personal use.

Accepted Answer

A) consumer 
B) farm 
C) business 
D) industrial 
E) professional 
A) consumer 
B) farm 
C) business 
D) industrial 
E) professional

Question 12

Which of the following is one of the reasons why an advertiser would want to use magazine advertising?

Accepted Answer

A) Magazines have an increasing circulation. 
B) It has a short lead time for ad insertion. 
C) It is cost-efficient because wasted circulation is minimized. 
D) It has a vast geographic coverage. 
E) It faces low advertising competition. 
A) Magazines have an increasing circulation. 
B) It has a short lead time for ad insertion. 
C) It is cost-efficient because wasted circulation is minimized. 
D) It has a vast geographic coverage. 
E) It faces low advertising competition.

Question 13

The on-sale date refers to the date printed on the magazine cover.

Accepted Answer

A) True 
 B)False

Question 14

The cost per thousand of a weekly newspaper is usually lower than that of a daily paper.

Accepted Answer

A) True 
 B)False

Question 15

Horizontal publications cover a specific industry in all its aspects.

Accepted Answer

A) True 
 B)False

Question 16

Color advertising is available in many newspapers on a run-of-paper advertising (ROP) basis.

Accepted Answer

A) True 
 B)False

Question 17

When advertisers place an ad, they submit a(n) _____ to the newspaper stating the date(s) on which the ad is to run, its size, the desired position, the rate, and the type of artwork accompanying the order.

Accepted Answer

A) ad pasteup 
B) preprinted insert 
C) insertion order 
D) layout board 
E) bill appeal 
A) ad pasteup 
B) preprinted insert 
C) insertion order 
D) layout board 
E) bill appeal

Question 18

A common variation of display advertising, known as the _____, looks like editorial matter and sometimes costs more than normal display advertising.

Accepted Answer

A) junior unit 
B) reading notice 
C) preprint insert 
D) classified advertising 
E) public notice 
A) junior unit 
B) reading notice 
C) preprint insert 
D) classified advertising 
E) public notice

Question 19

Which of the following statements is true about the dates that affect magazines purchases?

Accepted Answer

A) The cover date refers to the date printed on the cover. 
B) The on-sale date refers to the date all material must be in the publisher's hands for a specific issue. 
C) The dates that affect magazine purchases are in-hand date and closing date. 
D) The publication date refers to the date the magazine is actually issued. 
E) Printing date refers to the date when the advertiser must pay the publisher. 
A) The cover date refers to the date printed on the cover. 
B) The on-sale date refers to the date all material must be in the publisher's hands for a specific issue. 
C) The dates that affect magazine purchases are in-hand date and closing date. 
D) The publication date refers to the date the magazine is actually issued. 
E) Printing date refers to the date when the advertiser must pay the publisher.

Question 20

Modern Materials Handling is a publication that focuses on the movement, storage, control, and safety of products through the supply chain. It is meant to inform professionals in various industries about the latest methods in the handling of materials. According to the classification of business publications based on readership, this magazine is an example of a(n) _____ publication.

Accepted Answer

A) base 
B) vertical 
C) paid 
D) integrated 
E) horizontal 
A) base 
B) vertical 
C) paid 
D) integrated 
E) horizontal

For a magazine, cost per thousand (CPM) is computed by dividing the cost of a full-page ad by the number of thousands of subscribers.

On the basis of physical size, the two basic newspaper formats are:

What are the three dates that affect magazine purchases?

List any six benefits of magazine advertising.

Which of the following is true of controlled circulation for business publications?

The guaranteed circulation of a magazine refers to the:

In newspaper advertising, _____ advertising includes copy, illustrations or photos, headlines, coupons, and other visual components.

Which of the following is a disadvantage of magazine advertising?

A magazine meant for retail executives describes the latest initiatives in the retail industry. According to the classification of magazines by content, this is a(n) _____ publication.

On the basis of physical size, the _____ newspaper is generally about 14 inches deep and 11 inches wide.

According to the classification of magazines by content, _____ magazines are purchased for entertainment, information, or both, are edited for people who buy products for their own personal use.

Which of the following is one of the reasons why an advertiser would want to use magazine advertising?

The on-sale date refers to the date printed on the magazine cover.

The cost per thousand of a weekly newspaper is usually lower than that of a daily paper.

Horizontal publications cover a specific industry in all its aspects.

Color advertising is available in many newspapers on a run-of-paper advertising (ROP) basis.

When advertisers place an ad, they submit a(n) _____ to the newspaper stating the date(s) on which the ad is to run, its size, the desired position, the rate, and the type of artwork accompanying the order.

A common variation of display advertising, known as the _____, looks like editorial matter and sometimes costs more than normal display advertising.

Which of the following statements is true about the dates that affect magazines purchases?

Advertising and IMC Today

The Big Picture: The Evolution of Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

Marketing and Consumer Behavior: The Foundations of Advertising

Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Research: Gathering Information for Imc Planning

Marketing and Imc Planning

Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Print, Electronic, and Digital Media Production Part Four: Using Advertising Media

Using Electronic Media: Television and Radio

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

Introducing Social Media

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

Filters

Exam 13: Using Print Media

For a magazine, cost per thousand (CPM) is computed by dividing the cost of a full-page ad by the number of thousands of subscribers.

On the basis of physical size, the two basic newspaper formats are:

What are the three dates that affect magazine purchases?

List any six benefits of magazine advertising.

Which of the following is true of controlled circulation for business publications?

The guaranteed circulation of a magazine refers to the:

In newspaper advertising, _____ advertising includes copy, illustrations or photos, headlines, coupons, and other visual components.

Which of the following is a disadvantage of magazine advertising?

A magazine meant for retail executives describes the latest initiatives in the retail industry. According to the classification of magazines by content, this is a(n) _____ publication.

On the basis of physical size, the _____ newspaper is generally about 14 inches deep and 11 inches wide.

According to the classification of magazines by content, _____ magazines are purchased for entertainment, information, or both, are edited for people who buy products for their own personal use.

Which of the following is one of the reasons why an advertiser would want to use magazine advertising?

The on-sale date refers to the date printed on the magazine cover.

The cost per thousand of a weekly newspaper is usually lower than that of a daily paper.

Horizontal publications cover a specific industry in all its aspects.

Color advertising is available in many newspapers on a run-of-paper advertising (ROP) basis.

When advertisers place an ad, they submit a(n) _____ to the newspaper stating the date(s) on which the ad is to run, its size, the desired position, the rate, and the type of artwork accompanying the order.

A common variation of display advertising, known as the _____, looks like editorial matter and sometimes costs more than normal display advertising.

Which of the following statements is true about the dates that affect magazines purchases?

Advertising and IMC Today

The Big Picture: The Evolution of Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

Marketing and Consumer Behavior: The Foundations of Advertising

Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Research: Gathering Information for Imc Planning

Marketing and Imc Planning

Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Print, Electronic, and Digital Media Production Part Four: Using Advertising Media

Using Electronic Media: Television and Radio

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

Introducing Social Media

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

Filters