Exam 13: Using Print Media

Magazines and newspapers provide liberal _____ to their regular advertisers, such as special free promotions to stores and marketing services to help readers find local outlets.

Newspapers charge premium rates to carry legal public notices of changes in business and personal relationships.

_____ are essentially magazine-length ads which readers are expected to purchase at newsstands.

Which of the following statements concerning classified advertising is true?

Which of the following is true of the Newspaper Association of America?

Assume that the full-page rate for a magazine aimed at producers and marketers of meat products is $1,200. The magazine has a circulation of 12,000. Compute the cost per thousand (CPM).

How are preprinted inserts used in newspaper advertising?

In a magazine, when the dark or colored background of the ad extends to the edge of the page, it is said to _____ off the page.

A short rate is the difference between the contracted rate and the earned rate for the actual inches run.

A _____ newspaper is published as either a morning or evening edition at least five times a week, Monday through Friday.

In a magazine, second and third cover rates typically cost less than the fourth cover.

In controlled circulation, the publisher mails the magazine free to individuals who the publisher thinks can influence the purchase of advertised products.

According to the classification of magazines by geography, _____ publications are targeted to a specific area of a country.

A(n) _____ is a large ad that covers 60 percent of the page, is placed in the middle of a page and is surrounded with editorial matter.

In 1984, the newspaper industry introduced the standard advertising unit system which standardized the newspaper column width, page sizes, and ad sizes.

An advertiser prints an ad on high-quality paper stock to add weight and drama to the message, and then ships the finished ad to the publisher to get it placed into a magazine at a special price. This type of ad is known as a(n) _____.

Briefly describe premium rates for magazines.

Which of the following is done to prevent newspaper readers from mistaking a reading notice for editorial matter?

The _____ refers to the circulation figure on which a magazine publisher bases its charges.

A date that affects magazine purchases is the _____ date that refers to the date the magazine is actually issued