Exam 13: Using Print Media

In terms of innovations in magazine advertising, cosmetic manufacturers insert _____ samples of eye shadow, blush, lipstick, and other makeup that readers can try immediately.

Which of the following is true of newspaper advertising?

_____ refers to an estimate determined by market research of how many people read a single issue of a publication.

Which of the following is an advantage of bleed pages in magazines?

A media buyer is the person in charge of negotiating and contracting with the media.

An advertiser can ensure a preferred position for an ad on a given page by paying run-of-paper advertising rates.

Hotelier, a magazine targeted at hotel executives, provides an in-depth coverage of the latest developments, opportunities, and trends in the industry. Based on the classification of business publications by readership, this magazine is an example of a(n) _____ publication.

A magazine's advertisement rates are solely based on its content.

A(n) _____, an ad similar to a junior unit, is surrounded by a lot of editorial matter and costs more than a regular half-page because it dominates the page.

In _____, an innovation in magazine advertising, readers sample a scent by opening a sealed insert tucked into a magazine.

Describe the classification of newspapers by the frequency of delivery and physical size.

What are island halves?

Describe the standard-size newspaper format.

A gatefold refers to a(n):

The _____ date refers to the date all ad material must be in the publisher's hands for a specific issue of a magazine.

In terms of newspaper advertising rates, a(n) _____ refers to a discount applied retroactively as the volume of advertising increases through the year.

Which of the following is true if an advertiser pays a run-of-paper (ROP) advertising rate to a newspaper?

An insertion order consists of the date on which the ad is to run, its size, the desired position, the rate, and the type of artwork accompanying the order.

In single-newspaper cities, reader demographics typically reflect a cross section of the general population.