Question 1

National newspaper advertising rates are on average 75 percent higher than local rates.

Accepted Answer

A) True 
 B)False

Question 2

Every issue of a particular magazine contains an ad for manufacturers of quality animal housing.What kind of discount will this advertiser most likely receive from the publisher of this magazine?

Accepted Answer

A)  Frequency discount 
B)  Trade promotion 
C)  Service allowance 
D)  Presentation discount 
E)  Nonprofit discount 
A)  Frequency discount 
B)  Trade promotion 
C)  Service allowance 
D)  Presentation discount 
E)  Nonprofit discount

Question 3

A weekly newspaper's cost per thousand is usually lower than a daily paper's CPM.

Accepted Answer

A) True 
 B)False

Question 4

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.

Accepted Answer

A) True 
 B)False

Question 5

An advertiser that wants to add weight and drama to its advertising message can have the ad printed on high-quality paper stock and then ship the finished ad to the publisher to get it placed in the magazine at a premium price.This is called a(n):

Accepted Answer

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

Question 6

A retail magazine meant for corporate executives and containing the latest initiatives in retailing technology would be classified as a(n)_____ magazine.

Accepted Answer

A)  geographic 
B)  demographic 
C)  professional 
D)  business 
E)  content 
A)  geographic 
B)  demographic 
C)  professional 
D)  business 
E)  content

Question 7

A tearsheet is:

Accepted Answer

A)  another term for an ad pasteup. 
B)  a guarantee that the ad will receive ROP positioning. 
C)  a perforated, preprinted insert. 
D)  a page removed from the actual newspaper on which the ad appeared. 
E)  the receipt that the media salesperson gives to the advertiser. 
A)  another term for an ad pasteup. 
B)  a guarantee that the ad will receive ROP positioning. 
C)  a perforated, preprinted insert. 
D)  a page removed from the actual newspaper on which the ad appeared. 
E)  the receipt that the media salesperson gives to the advertiser.

Question 8

An ad for a car on the back outside cover of a business magazine would be on the second cover.

Accepted Answer

A) True 
 B)False

Question 9

One of the disadvantages of magazines as an advertising medium is the lack of immediacy that advertisers can get with newspapers or radio.

Accepted Answer

A) True 
 B)False

Question 10

On what circulation basis are business publications usually distributed?

Accepted Answer

Business publications may be d

Question 11

Guaranteed circulation in magazines:

Accepted Answer

A)  equals the delivered circulation. 
B)  is the number of copies of a magazine sold on newsstands. 
C)  is the number of copies of a magazine that the publisher expects to circulate. 
D)  is the maximum number of magazines that will be distributed through all channels. 
E)  equals the primary circulation plus pass-along readership minus a safety measure of 10 percent. 
A)  equals the delivered circulation. 
B)  is the number of copies of a magazine sold on newsstands. 
C)  is the number of copies of a magazine that the publisher expects to circulate. 
D)  is the maximum number of magazines that will be distributed through all channels. 
E)  equals the primary circulation plus pass-along readership minus a safety measure of 10 percent.

Question 12

A magazine's ad rates are solely based on its contents.

Accepted Answer

A) True 
 B)False

Question 13

When Matt finishes reading his subscriber's copy of Road & Track,a car magazine,he gives the copy to his neighbor Fred.Fred is part of the magazine's:

Accepted Answer

A)  pass-along readership. 
B)  perpetual readership. 
C)  derived readership. 
D)  secondary target audience. 
E)  subsidiary target audience. 
A)  pass-along readership. 
B)  perpetual readership. 
C)  derived readership. 
D)  secondary target audience. 
E)  subsidiary target audience.

Question 14

A(n)_____ covers a specific industry in all its aspects and is of interest only to an individual employed in that industry.

Accepted Answer

A)  base publication 
B)  integrated publication 
C)  vertical publication 
D)  functional medium 
E)  horizontal medium 
A)  base publication 
B)  integrated publication 
C)  vertical publication 
D)  functional medium 
E)  horizontal medium

Question 15

A local vocational college wishes to place an ad in a particular section of the paper.To ensure the position,the college will need to pay a(n)_____ rate.

Accepted Answer

A)  power location 
B)  selection site 
C)  preferred-position 
D)  premium position 
E)  ROP advertising 
A)  power location 
B)  selection site 
C)  preferred-position 
D)  premium position 
E)  ROP advertising

Question 16

On what do magazines base their advertising rates?

Accepted Answer

A)  Circulation 
B)  Size 
C)  Content 
D)  Format 
E)  Target audience 
A)  Circulation 
B)  Size 
C)  Content 
D)  Format 
E)  Target audience

Question 17

A gatefold occurs when a magazine page is not cut properly,and the page inadvertently stands out.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following statements concerning classified advertising is false?

Accepted Answer

A)  It provides a market place for goods, services, and opportunities of every type. 
B)  Classifieds usually appear under subheads. 
C)  A reading notice is an integral part of classified advertising. 
D)  Classified rates are typically based on how many lines the ad occupies. 
E)  Most employment, housing, and car advertising is classified. 
A)  It provides a market place for goods, services, and opportunities of every type. 
B)  Classifieds usually appear under subheads. 
C)  A reading notice is an integral part of classified advertising. 
D)  Classified rates are typically based on how many lines the ad occupies. 
E)  Most employment, housing, and car advertising is classified.

Question 19

Which of the following statements concerning magazine advertising is false?

Accepted Answer

A)  It provides flexibility in both readership and advertising. 
B)  Audience selectivity is more efficient in magazines than any other medium except direct mail. 
C)  Typically, the cost per thousand (CPM)is low in magazine advertising. 
D)  They lack in immediacy. 
E)  They have an extensive pass-along readership. 
A)  It provides flexibility in both readership and advertising. 
B)  Audience selectivity is more efficient in magazines than any other medium except direct mail. 
C)  Typically, the cost per thousand (CPM)is low in magazine advertising. 
D)  They lack in immediacy. 
E)  They have an extensive pass-along readership.

Question 20

One of the advantages of using newspapers as the advertising medium of choice is geographic selectivity.

Accepted Answer

A) True 
 B)False

National newspaper advertising rates are on average 75 percent higher than local rates.

Every issue of a particular magazine contains an ad for manufacturers of quality animal housing.What kind of discount will this advertiser most likely receive from the publisher of this magazine?

A weekly newspaper's cost per thousand is usually lower than a daily paper's CPM.

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.

An advertiser that wants to add weight and drama to its advertising message can have the ad printed on high-quality paper stock and then ship the finished ad to the publisher to get it placed in the magazine at a premium price.This is called a(n):

A retail magazine meant for corporate executives and containing the latest initiatives in retailing technology would be classified as a(n)_____ magazine.

A tearsheet is:

An ad for a car on the back outside cover of a business magazine would be on the second cover.

One of the disadvantages of magazines as an advertising medium is the lack of immediacy that advertisers can get with newspapers or radio.

On what circulation basis are business publications usually distributed?

Guaranteed circulation in magazines:

A magazine's ad rates are solely based on its contents.

When Matt finishes reading his subscriber's copy of Road & Track,a car magazine,he gives the copy to his neighbor Fred.Fred is part of the magazine's:

A(n)_____ covers a specific industry in all its aspects and is of interest only to an individual employed in that industry.

A local vocational college wishes to place an ad in a particular section of the paper.To ensure the position,the college will need to pay a(n)_____ rate.

On what do magazines base their advertising rates?

A gatefold occurs when a magazine page is not cut properly,and the page inadvertently stands out.

Which of the following statements concerning classified advertising is false?

Which of the following statements concerning magazine advertising is false?

One of the advantages of using newspapers as the advertising medium of choice is geographic selectivity.

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

National newspaper advertising rates are on average 75 percent higher than local rates.

Every issue of a particular magazine contains an ad for manufacturers of quality animal housing.What kind of discount will this advertiser most likely receive from the publisher of this magazine?

A weekly newspaper's cost per thousand is usually lower than a daily paper's CPM.

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.

An advertiser that wants to add weight and drama to its advertising message can have the ad printed on high-quality paper stock and then ship the finished ad to the publisher to get it placed in the magazine at a premium price.This is called a(n):

A retail magazine meant for corporate executives and containing the latest initiatives in retailing technology would be classified as a(n)_____ magazine.

A tearsheet is:

An ad for a car on the back outside cover of a business magazine would be on the second cover.

One of the disadvantages of magazines as an advertising medium is the lack of immediacy that advertisers can get with newspapers or radio.

On what circulation basis are business publications usually distributed?

Guaranteed circulation in magazines:

A magazine's ad rates are solely based on its contents.

When Matt finishes reading his subscriber's copy of Road & Track,a car magazine,he gives the copy to his neighbor Fred.Fred is part of the magazine's:

A(n)_____ covers a specific industry in all its aspects and is of interest only to an individual employed in that industry.

A local vocational college wishes to place an ad in a particular section of the paper.To ensure the position,the college will need to pay a(n)_____ rate.

On what do magazines base their advertising rates?

A gatefold occurs when a magazine page is not cut properly,and the page inadvertently stands out.

Which of the following statements concerning classified advertising is false?

Which of the following statements concerning magazine advertising is false?

One of the advantages of using newspapers as the advertising medium of choice is geographic selectivity.

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