Exam 13: Using Print Media

_____ are important for local or regional advertisers who want the benefit of advertising in larger more wellknown publications while staying geographically relevant to the audience that may be reading the magazine.

(Multiple Choice)

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Question 41

What are combination rates?

(Essay)

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Question 42

A publishing company publishes a magazine for a pharmaceutical company.The pharmaceutical company is the sole advertiser in this _____,which is mailed to neurologists and contains ads for products that neurologists can prescribe for their patients.

(Multiple Choice)

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Question 43

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

(True/False)

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Question 44

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

(Multiple Choice)

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Question 45

Horizontal publications cover a specific industry in all of its aspects.

(True/False)

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Question 46

Which of the following is one of the reasons why an advertiser would NOT want to use magazine advertising?

(Multiple Choice)

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Question 47

An institutional ad for a car company is on a page that is wider than the normal pages found in magazines.To view the entire insert,the reader must open the folded pages.The ad is an example of a:

(Multiple Choice)

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Question 48

List four disadvantages that an advertiser might encounter if newspapers are chosen as a medium to run advertising messages.

(Essay)

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Question 49

What is the difference between a paid circulation and a controlled circulation magazine?

(Essay)

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Question 50

Calculate the cost per thousand (CPM)for a magazine if the full-page rate is $750.00 and its circulation is 30,000.

(Essay)

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Question 51

Why would an advertiser choose to use a bleed page?

(Essay)

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Question 52

Some dailies and weeklies serve specific ethnic markets.Such papers are generally categorized on the basis of:

(Multiple Choice)

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Question 53

The standard advertising unit system standardized the newspaper column width,page sizes,and ad sizes.

(True/False)

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Question 54

Which of the following statements describes a disadvantage that has traditionally set newspapers apart from other media?

(Multiple Choice)

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Question 55

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

(Multiple Choice)

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Question 56

A particular magazine is aimed at business managers and IT implementers in charge of implementing mobile technologies into their company's field operations.With a controlled circulation of 50,000,the:

(Multiple Choice)

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Question 57

Horizontal publications are very effective advertising vehicles because they:

(Multiple Choice)

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Question 58

Island halves are similar to junior units except that they have more editorial matter surrounding them.

(True/False)

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Question 59

The owner of a fabric store has accepted an ROP advertising rate.This means that the retail advertiser:

(Multiple Choice)

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Question 60

Showing 41 - 60 of 107

_____ are important for local or regional advertisers who want the benefit of advertising in larger more wellknown publications while staying geographically relevant to the audience that may be reading the magazine.

What are combination rates?

A publishing company publishes a magazine for a pharmaceutical company.The pharmaceutical company is the sole advertiser in this _____,which is mailed to neurologists and contains ads for products that neurologists can prescribe for their patients.

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

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

Horizontal publications cover a specific industry in all of its aspects.

Which of the following is one of the reasons why an advertiser would NOT want to use magazine advertising?

An institutional ad for a car company is on a page that is wider than the normal pages found in magazines.To view the entire insert,the reader must open the folded pages.The ad is an example of a:

List four disadvantages that an advertiser might encounter if newspapers are chosen as a medium to run advertising messages.

What is the difference between a paid circulation and a controlled circulation magazine?

Calculate the cost per thousand (CPM)for a magazine if the full-page rate is $750.00 and its circulation is 30,000.

Why would an advertiser choose to use a bleed page?

Some dailies and weeklies serve specific ethnic markets.Such papers are generally categorized on the basis of:

The standard advertising unit system standardized the newspaper column width,page sizes,and ad sizes.

Which of the following statements describes a disadvantage that has traditionally set newspapers apart from other media?

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

A particular magazine is aimed at business managers and IT implementers in charge of implementing mobile technologies into their company's field operations.With a controlled circulation of 50,000,the:

Horizontal publications are very effective advertising vehicles because they:

Island halves are similar to junior units except that they have more editorial matter surrounding them.

The owner of a fabric store has accepted an ROP advertising rate.This means that the retail advertiser:

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

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