Question 1

Briefly describe bleed pages in the context of magazine advertising.

Accepted Answer

When the dark or colored background of t

Question 2

A gatefold is a large ad (60 percent of the page) placed in the middle of a page and surrounded with editorial matter.

Accepted Answer

A) True 
 B)False

Question 3

_____ discounts are based on the total amount of space bought during a specific period in a magazine.

Accepted Answer

A) Frequency 
B) Trade 
C) Season 
D) Presentation 
E) Volume 
A) Frequency 
B) Trade 
C) Season 
D) Presentation 
E) Volume

Question 4

Describe any six benefits an advertiser can receive by advertising in newspapers.

Accepted Answer

Answers may vary. Six benefits of newspa

Question 5

Which of the following is a disadvantage of newspaper advertising?

Accepted Answer

A) Newspapers may have overlapping circulation. 
B) Newspapers are limited in scope. 
C) Newspaper advertisements are ephemeral in nature. 
D) Newspapers do not allow any creative flexibility. 
E) Newspapers are a passive medium. 
A) Newspapers may have overlapping circulation. 
B) Newspapers are limited in scope. 
C) Newspaper advertisements are ephemeral in nature. 
D) Newspapers do not allow any creative flexibility. 
E) Newspapers are a passive medium.

Question 6

Which of the following is an advantage of magazine advertising?

Accepted Answer

A) Lead times for ad insertions are very short. 
B) It has the ability to deliver mass audiences at a low price. 
C) Permanence gives the reader time to appraise ads in detail. 
D) It has the ability to deliver high frequency. 
E) The average black-and-white cost per thousand is low. 
A) Lead times for ad insertions are very short. 
B) It has the ability to deliver mass audiences at a low price. 
C) Permanence gives the reader time to appraise ads in detail. 
D) It has the ability to deliver high frequency. 
E) The average black-and-white cost per thousand is low.

Question 7

Which of the following is used as a basis for categorizing newspapers?

Accepted Answer

A) Structures of advertising agencies 
B) Type of advertisers 
C) Frequency of delivery 
D) Subscription rates 
E) Closing date 
A) Structures of advertising agencies 
B) Type of advertisers 
C) Frequency of delivery 
D) Subscription rates 
E) Closing date

Question 8

List any six disadvantages of magazine advertising.

Accepted Answer

Answers may vary. The disadvantages of m

Question 9

Briefly describe vertical publication and horizontal publications.

Accepted Answer

Business publications are classified in

Question 10

One of the disadvantages of magazines as an advertising medium is the lack of extensive pass-along readership.

Accepted Answer

A) True 
 B)False

Question 11

_____ refers to the number of people who buy the publication either by subscription or at a newsstand.

Accepted Answer

A) Total market coverage 
B) Market CPM 
C) Secondary readership 
D) Controlled circulation 
E) Primary circulation 
A) Total market coverage 
B) Market CPM 
C) Secondary readership 
D) Controlled circulation 
E) Primary circulation

Question 12

Farm publications, purchased for entertainment, information, or both, are edited for consumers who buy products for their own personal consumption.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following statements explains why some advertisers are reluctant to use magazines as an advertising medium?

Accepted Answer

A) The results of magazine advertising cannot be measured. 
B) Magazines lack flexibility in both readership and advertising. 
C) Magazine advertising is expensive due to the high rate of wasted circulation. 
D) Magazines cannot deliver high frequency. 
E) Magazines generally lack authority and believability. 
A) The results of magazine advertising cannot be measured. 
B) Magazines lack flexibility in both readership and advertising. 
C) Magazine advertising is expensive due to the high rate of wasted circulation. 
D) Magazines cannot deliver high frequency. 
E) Magazines generally lack authority and believability.

Question 14

On the basis of physical size, the _____ newspaper is about 22 inches deep and 13 inches wide and is divided into six columns.

Accepted Answer

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

Question 15

Which of the following is an example of an innovation in magazine advertising?

Accepted Answer

A) Gatefolds 
B) Pop-up ads 
C) Inserts 
D) Junior units 
E) Island halves 
A) Gatefolds 
B) Pop-up ads 
C) Inserts 
D) Junior units 
E) Island halves

Question 16

List some of the added-value services offered by magazines and newspapers to their regular advertisers.

Accepted Answer

The added-value services offered by maga

Question 17

What is meant by the rate base?

Accepted Answer

Rate base is the cir

Question 18

Which of the following is the first step in analyzing a publication's potential effectiveness?

Accepted Answer

A) Count its outlets of distribution 
B) Verify its circulation figures 
C) Audit its circulation procedures 
D) Assess its audience 
E) Perform a competitive audit 
A) Count its outlets of distribution 
B) Verify its circulation figures 
C) Audit its circulation procedures 
D) Assess its audience 
E) Perform a competitive audit

Question 19

Which of the following is true of independent shopping guides?

Accepted Answer

A) They typically have a low readership. 
B) They offer advertisers local saturation. 
C) They usually have limited advertising pages. 
D) They are offered at a premium price. 
E) They are also called Sunday supplements. 
A) They typically have a low readership. 
B) They offer advertisers local saturation. 
C) They usually have limited advertising pages. 
D) They are offered at a premium price. 
E) They are also called Sunday supplements.

Question 20

In terms of newspaper advertising rates, a(n) _____ means that no discounts are allowed.

Accepted Answer

A) open rate 
B) contract rate 
C) leveraged rate 
D) flat rate 
E) contribution rate 
A) open rate 
B) contract rate 
C) leveraged rate 
D) flat rate 
E) contribution rate

Briefly describe bleed pages in the context of magazine advertising.

A gatefold is a large ad (60 percent of the page) placed in the middle of a page and surrounded with editorial matter.

_____ discounts are based on the total amount of space bought during a specific period in a magazine.

Describe any six benefits an advertiser can receive by advertising in newspapers.

Which of the following is a disadvantage of newspaper advertising?

Which of the following is an advantage of magazine advertising?

Which of the following is used as a basis for categorizing newspapers?

List any six disadvantages of magazine advertising.

Briefly describe vertical publication and horizontal publications.

One of the disadvantages of magazines as an advertising medium is the lack of extensive pass-along readership.

_____ refers to the number of people who buy the publication either by subscription or at a newsstand.

Farm publications, purchased for entertainment, information, or both, are edited for consumers who buy products for their own personal consumption.

Which of the following statements explains why some advertisers are reluctant to use magazines as an advertising medium?

On the basis of physical size, the _____ newspaper is about 22 inches deep and 13 inches wide and is divided into six columns.

Which of the following is an example of an innovation in magazine advertising?

List some of the added-value services offered by magazines and newspapers to their regular advertisers.

What is meant by the rate base?

Which of the following is the first step in analyzing a publication's potential effectiveness?

Which of the following is true of independent shopping guides?

In terms of newspaper advertising rates, a(n) _____ means that no discounts are allowed.

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

Briefly describe bleed pages in the context of magazine advertising.

A gatefold is a large ad (60 percent of the page) placed in the middle of a page and surrounded with editorial matter.

_____ discounts are based on the total amount of space bought during a specific period in a magazine.

Describe any six benefits an advertiser can receive by advertising in newspapers.

Which of the following is a disadvantage of newspaper advertising?

Which of the following is an advantage of magazine advertising?

Which of the following is used as a basis for categorizing newspapers?

List any six disadvantages of magazine advertising.

Briefly describe vertical publication and horizontal publications.

One of the disadvantages of magazines as an advertising medium is the lack of extensive pass-along readership.

_____ refers to the number of people who buy the publication either by subscription or at a newsstand.

Farm publications, purchased for entertainment, information, or both, are edited for consumers who buy products for their own personal consumption.

Which of the following statements explains why some advertisers are reluctant to use magazines as an advertising medium?

On the basis of physical size, the _____ newspaper is about 22 inches deep and 13 inches wide and is divided into six columns.

Which of the following is an example of an innovation in magazine advertising?

List some of the added-value services offered by magazines and newspapers to their regular advertisers.

What is meant by the rate base?

Which of the following is the first step in analyzing a publication's potential effectiveness?

Which of the following is true of independent shopping guides?

In terms of newspaper advertising rates, a(n) _____ means that no discounts are allowed.

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