Question 1

List six benefits an advertiser can receive by using newspaper media in the creative mix.

Accepted Answer

The benefits include (a)mass medium, (b)

Question 2

What is the first step in analyzing a publication's potential effectiveness?

Accepted Answer

A)  Count its outlets of distribution 
B)  Verify its circulation figures 
C)  Audit its circulation procedures 
D)  Assess its audience 
E)  Perform a competitive audit 
A)  Count its outlets of distribution 
B)  Verify its circulation figures 
C)  Audit its circulation procedures 
D)  Assess its audience 
E)  Perform a competitive audit

Question 3

Modern Materials Handling is a publication that focuses on the movement,storage,control and protection of products throughout the supply chain.It is meant for professionals who are involved with materials handling solutions for manufacturing,warehousing,and distribution facilities.The publication is an example of a(n)_____ magazine.

Accepted Answer

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

Question 4

An ad for office products on the back cover of a magazine would be an example of a(n):

Accepted Answer

A)  first cover. 
B)  bleed page. 
C)  fourth cover. 
D)  island half. 
E)  gatefold. 
A)  first cover. 
B)  bleed page. 
C)  fourth cover. 
D)  island half. 
E)  gatefold.

Question 5

A gatefold is a(n):

Accepted Answer

A)  insert with pages that extend and fold over to fit into a magazine. 
B)  rate card used for cover positions. 
C)  three-dimensional ad in a magazine. 
D)  method used to decrease advertising clutter. 
E)  ad that generates interest by repetition throughout the publication. 
A)  insert with pages that extend and fold over to fit into a magazine. 
B)  rate card used for cover positions. 
C)  three-dimensional ad in a magazine. 
D)  method used to decrease advertising clutter. 
E)  ad that generates interest by repetition throughout the publication.

Question 6

What are the two basic newspaper formats on the basis of physical size?

Accepted Answer

The two basic newspa

Question 7

A proof copy is the same as a tearsheet.

Accepted Answer

A) True 
 B)False

Question 8

OrderPro is magazine for anyone interested in marketing a product through a catalog,whether in the nursery business,the clothing industry,the memorabilia business,or the food industry.This magazine is an example of a(n)_____ publication.

Accepted Answer

A)  horizontal 
B)  functional 
C)  integrated 
D)  assorted 
E)  vertical 
A)  horizontal 
B)  functional 
C)  integrated 
D)  assorted 
E)  vertical

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

How often must a newspaper be published to be considered a daily?

Accepted Answer

A daily newspaper is

Question 11

Which of the following statements concerning the bleed page is false?

Accepted Answer

A)  It offers a slightly larger printing area. 
B)  It offers a more dramatic impact. 
C)  It offers greater flexibility in expressing the message. 
D)  Most publications charge 20 to 25 percent extra for bleed pages. 
E)  It enables the advertiser to run the ad to the edge of the page. 
A)  It offers a slightly larger printing area. 
B)  It offers a more dramatic impact. 
C)  It offers greater flexibility in expressing the message. 
D)  Most publications charge 20 to 25 percent extra for bleed pages. 
E)  It enables the advertiser to run the ad to the edge of the page.

Question 12

What is meant by the rate base?

Accepted Answer

Rate base is the cir

Question 13

Second and third cover rates typically cost less than the fourth cover.

Accepted Answer

A) True 
 B)False

Question 14

What are the three most common ways to categorize or classify magazines?

Accepted Answer

A)  Content, geography, and size 
B)  Print face, ad rates, and size 
C)  Audience, ad rates, and percentage of color 
D)  Content, audience, and number of issues per year 
E)  Size, distribution channels, and content 
A)  Content, geography, and size 
B)  Print face, ad rates, and size 
C)  Audience, ad rates, and percentage of color 
D)  Content, audience, and number of issues per year 
E)  Size, distribution channels, and content

Question 15

Which of the following are two types of ads placed in the middle of magazine pages and surrounded by editorial matter?

Accepted Answer

A)  Island halves and gatefolds 
B)  Gatefolds and inserts 
C)  Quarter-page units and half-page units 
D)  Junior units and island halves 
E)  Junior units and inserts 
A)  Island halves and gatefolds 
B)  Gatefolds and inserts 
C)  Quarter-page units and half-page units 
D)  Junior units and island halves 
E)  Junior units and inserts

Question 16

Run-of-paper advertising rates ensure an advertiser a preferred position for the ad on a given page.

Accepted Answer

A) True 
 B)False

Question 17

The two basic physical sizes of newspaper formats are:

Accepted Answer

A)  independent and specialized. 
B)  weekly and daily. 
C)  specific and generic. 
D)  standard-size and tabloid. 
E)  gatefold and standard-size. 
A)  independent and specialized. 
B)  weekly and daily. 
C)  specific and generic. 
D)  standard-size and tabloid. 
E)  gatefold and standard-size.

Question 18

Explain the difference between a vertical publication and a horizontal publication.

Accepted Answer

A vertical publication covers

Question 19

AutoTune magazine is publication aimed specifically at vintage car enthusiasts.It is only sold through subscription.This is an example of a(n)_____ magazine.

Accepted Answer

A)  flat-circulation 
B)  controlled-circulation 
C)  paid-circulation 
D)  fixed-circulation 
E)  variable-circulation 
A)  flat-circulation 
B)  controlled-circulation 
C)  paid-circulation 
D)  fixed-circulation 
E)  variable-circulation

Question 20

An ad for a designer handbag contains a photo of a famous actress and a testimonial by her.The background of the ad is designed to look like leather and extends to the very edge of the page.The advertiser probably has to pay the magazine a 15 percent premium for this extended background called a(n):

Accepted Answer

A)  bleed page. 
B)  border. 
C)  edge print. 
D)  insert. 
E)  picture frame. 
A)  bleed page. 
B)  border. 
C)  edge print. 
D)  insert. 
E)  picture frame.

List six benefits an advertiser can receive by using newspaper media in the creative mix.

What is the first step in analyzing a publication's potential effectiveness?

An ad for office products on the back cover of a magazine would be an example of a(n):

A gatefold is a(n):

What are the two basic newspaper formats on the basis of physical size?

A proof copy is the same as a tearsheet.

OrderPro is magazine for anyone interested in marketing a product through a catalog,whether in the nursery business,the clothing industry,the memorabilia business,or the food industry.This magazine is an example of a(n)_____ publication.

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

How often must a newspaper be published to be considered a daily?

Which of the following statements concerning the bleed page is false?

What is meant by the rate base?

Second and third cover rates typically cost less than the fourth cover.

What are the three most common ways to categorize or classify magazines?

Which of the following are two types of ads placed in the middle of magazine pages and surrounded by editorial matter?

Run-of-paper advertising rates ensure an advertiser a preferred position for the ad on a given page.

The two basic physical sizes of newspaper formats are:

Explain the difference between a vertical publication and a horizontal publication.

AutoTune magazine is publication aimed specifically at vintage car enthusiasts.It is only sold through subscription.This is an example of a(n)_____ magazine.

An ad for a designer handbag contains a photo of a famous actress and a testimonial by her.The background of the ad is designed to look like leather and extends to the very edge of the page.The advertiser probably has to pay the magazine a 15 percent premium for this extended background called a(n):

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

List six benefits an advertiser can receive by using newspaper media in the creative mix.

What is the first step in analyzing a publication's potential effectiveness?

An ad for office products on the back cover of a magazine would be an example of a(n):

A gatefold is a(n):

What are the two basic newspaper formats on the basis of physical size?

A proof copy is the same as a tearsheet.

OrderPro is magazine for anyone interested in marketing a product through a catalog,whether in the nursery business,the clothing industry,the memorabilia business,or the food industry.This magazine is an example of a(n)_____ publication.

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

How often must a newspaper be published to be considered a daily?

Which of the following statements concerning the bleed page is false?

What is meant by the rate base?

Second and third cover rates typically cost less than the fourth cover.

What are the three most common ways to categorize or classify magazines?

Which of the following are two types of ads placed in the middle of magazine pages and surrounded by editorial matter?

Run-of-paper advertising rates ensure an advertiser a preferred position for the ad on a given page.

The two basic physical sizes of newspaper formats are:

Explain the difference between a vertical publication and a horizontal publication.

AutoTune magazine is publication aimed specifically at vintage car enthusiasts.It is only sold through subscription.This is an example of a(n)_____ magazine.

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