Question 1

_____ is the number of people that buy the publication either by subscription or at a newsstand.

Accepted Answer

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

Question 2

Meat Marketing and Technology is mailed free to a selected list of individuals who the publisher thinks are in a unique position to influence the purchase of the merchandise it advertises,such as meat slicers and packaging trays.It is distributed on a(n)_____ circulation basis.

Accepted Answer

A)  pro bono 
B)  free exchange 
C)  autonomous 
D)  generic 
E)  controlled 
A)  pro bono 
B)  free exchange 
C)  autonomous 
D)  generic 
E)  controlled E

Question 3

Publications provide information about their circulation.

Accepted Answer

A) True 
 B)False  True

Question 4

Many national newspapers charge a(n)_____,which means they allow no discounts no matter how much space an advertiser buys.

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

Question 5

List six benefits of magazine advertising.

Accepted Answer

First and foremost,magazines allow an ad

Question 6

The on-sale date is the date printed on the magazine cover.

Accepted Answer

A) True 
 B)False

Question 7

When would an advertiser be charged a short rate?

Accepted Answer

A)  If the advertiser requests its ads to be placed in a particular section of the newspaper. 
B)  If the advertiser contracts for a full year's worth of advertising and fails to buy it. 
C)  If the ad is not ready by the closing date. 
D)  If the newspaper advertiser wants to place a classified display ad. 
E)  If the advertiser wants to use a preprinted insert in addition to a display ad. 
A)  If the advertiser requests its ads to be placed in a particular section of the newspaper. 
B)  If the advertiser contracts for a full year's worth of advertising and fails to buy it. 
C)  If the ad is not ready by the closing date. 
D)  If the newspaper advertiser wants to place a classified display ad. 
E)  If the advertiser wants to use a preprinted insert in addition to a display ad.

Question 8

How are preprinted inserts used in newspaper advertising?

Accepted Answer

Like magazines,newspapers carry preprint

Question 9

To prevent newspaper readers from mistaking a reading notice for editorial matter,newspapers require that:

Accepted Answer

A)  a black border be placed around the reading notice. 
B)  all reading notices must appear in a cover position. 
C)  the word "advertisement" appears at the top of all reading notices. 
D)  reading notices never appear on or near a newspaper's editorial page. 
E)  the print face used for reading notices be distinctively different from that commonly used on the editorial page. 
A)  a black border be placed around the reading notice. 
B)  all reading notices must appear in a cover position. 
C)  the word "advertisement" appears at the top of all reading notices. 
D)  reading notices never appear on or near a newspaper's editorial page. 
E)  the print face used for reading notices be distinctively different from that commonly used on the editorial page.

Question 10

An ad for Belgian chocolates in a magazine was printed on high quality paper stock to add weight and drama to the advertising message.The finished ad was shipped to the magazine publisher for inclusion in its January issue.This ad for which the advertiser paid a premium price exemplifies a(n):

Accepted Answer

A)  island half. 
B)  insert. 
C)  third cover. 
D)  junior unit. 
E)  full unit. 
A)  island half. 
B)  insert. 
C)  third cover. 
D)  junior unit. 
E)  full unit.

Question 11

Assume 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 CPM.

Accepted Answer

A)  $100 
B)  $120 
C)  $1,000 
D)  $10 
E)  $1.2 
A)  $100 
B)  $120 
C)  $1,000 
D)  $10 
E)  $1.2

Question 12

One common variation of display advertising is:

Accepted Answer

A)  the junior unit. 
B)  the reading notice. 
C)  advocacy advertising. 
D)  classified advertising. 
E)  the public notice. 
A)  the junior unit. 
B)  the reading notice. 
C)  advocacy advertising. 
D)  classified advertising. 
E)  the public notice.

Question 13

Which of the following statements concerning split runs is false?

Accepted Answer

A)  They are offered only by newspapers. 
B)  They enable advertisers to test two different ads for the same product. 
C)  The notion behind using a split run is to eliminate as many variables as possible. 
D)  Newspapers typically charge extra for this service. 
E)  They enable advertisers to measure responses to the two ads. 
A)  They are offered only by newspapers. 
B)  They enable advertisers to test two different ads for the same product. 
C)  The notion behind using a split run is to eliminate as many variables as possible. 
D)  Newspapers typically charge extra for this service. 
E)  They enable advertisers to measure responses to the two ads.

Question 14

Independent shopping guides:

Accepted Answer

A)  typically have a low readership. 
B)  are also called pennysavers. 
C)  usually have limited advertising pages. 
D)  are offered at a premium price. 
E)  are synonymous with Sunday supplements. 
A)  typically have a low readership. 
B)  are also called pennysavers. 
C)  usually have limited advertising pages. 
D)  are offered at a premium price. 
E)  are synonymous with Sunday supplements.

Question 15

List six disadvantages of magazine advertising.

Accepted Answer

The disadvantages of magazine advertisin

Question 16

The _____ date is the date all ad material must be in the publisher's hands for a specific issue.

Accepted Answer

A)  controlled 
B)  press 
C)  publication 
D)  closing 
E)  printing 
A)  controlled 
B)  press 
C)  publication 
D)  closing 
E)  printing

Question 17

The ad for a dance company is in the middle of the magazine page,and is surrounded on all sides by an article on luxury cruises.The ad occupies about 40 percent of the page.What is the name given to this type of special advertising? What would it be called if the ad was enlarged to cover 75 percent of the same page?

Accepted Answer

Island halves are ads surround

Question 18

Define a magazine's primary circulation.

Accepted Answer

Primary circulation represents

Question 19

When the dark or colored background of an ad extends to the edge of the printed page,it is said to be a(n):

Accepted Answer

A)  page wrap. 
B)  bleed. 
C)  enveloped page. 
D)  overrun. 
E)  masked page. 
A)  page wrap. 
B)  bleed. 
C)  enveloped page. 
D)  overrun. 
E)  masked page.

Question 20

Hotelier is a magazine targeted at hotel executives and provides an in-depth coverage of the latest developments and trends in the industry.This is an example of a(n)_____ publication.

Accepted Answer

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

_____ is the number of people that buy the publication either by subscription or at a newsstand.

Meat Marketing and Technology is mailed free to a selected list of individuals who the publisher thinks are in a unique position to influence the purchase of the merchandise it advertises,such as meat slicers and packaging trays.It is distributed on a(n)_____ circulation basis.

Publications provide information about their circulation.

Many national newspapers charge a(n)_____,which means they allow no discounts no matter how much space an advertiser buys.

List six benefits of magazine advertising.

The on-sale date is the date printed on the magazine cover.

When would an advertiser be charged a short rate?

How are preprinted inserts used in newspaper advertising?

To prevent newspaper readers from mistaking a reading notice for editorial matter,newspapers require that:

An ad for Belgian chocolates in a magazine was printed on high quality paper stock to add weight and drama to the advertising message.The finished ad was shipped to the magazine publisher for inclusion in its January issue.This ad for which the advertiser paid a premium price exemplifies a(n):

Assume 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 CPM.

One common variation of display advertising is:

Which of the following statements concerning split runs is false?

Independent shopping guides:

List six disadvantages of magazine advertising.

The _____ date is the date all ad material must be in the publisher's hands for a specific issue.

Define a magazine's primary circulation.

When the dark or colored background of an ad extends to the edge of the printed page,it is said to be a(n):

Hotelier is a magazine targeted at hotel executives and provides an in-depth coverage of the latest developments and trends in the industry.This is an example of a(n)_____ publication.

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

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

Relationship Building

Filters

Exam 13: Using Print Media

_____ is the number of people that buy the publication either by subscription or at a newsstand.

Meat Marketing and Technology is mailed free to a selected list of individuals who the publisher thinks are in a unique position to influence the purchase of the merchandise it advertises,such as meat slicers and packaging trays.It is distributed on a(n)_____ circulation basis.

Publications provide information about their circulation.

Many national newspapers charge a(n)_____,which means they allow no discounts no matter how much space an advertiser buys.

List six benefits of magazine advertising.

The on-sale date is the date printed on the magazine cover.

When would an advertiser be charged a short rate?

How are preprinted inserts used in newspaper advertising?

To prevent newspaper readers from mistaking a reading notice for editorial matter,newspapers require that:

An ad for Belgian chocolates in a magazine was printed on high quality paper stock to add weight and drama to the advertising message.The finished ad was shipped to the magazine publisher for inclusion in its January issue.This ad for which the advertiser paid a premium price exemplifies a(n):

Assume 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 CPM.

One common variation of display advertising is:

Which of the following statements concerning split runs is false?

Independent shopping guides:

List six disadvantages of magazine advertising.

The _____ date is the date all ad material must be in the publisher's hands for a specific issue.

Define a magazine's primary circulation.

When the dark or colored background of an ad extends to the edge of the printed page,it is said to be a(n):

Hotelier is a magazine targeted at hotel executives and provides an in-depth coverage of the latest developments and trends in the industry.This is an example of a(n)_____ publication.

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

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

Relationship Building

Filters