Question 1

Advertisers sometimes can get _____,a discount applied retroactively as the volume of advertising increases through the year.

Accepted Answer

A)  earned rates 
B)  promotional discounts 
C)  trade allowances 
D)  slotting rates 
E)  functional discounts 
A)  earned rates 
B)  promotional discounts 
C)  trade allowances 
D)  slotting rates 
E)  functional discounts

Question 2

Which of the following statements about dates that affect advertising purchases in magazines is true?

Accepted Answer

A)  The controlled date is the date printed on the cover. 
B)  The closing date is the date all material must be in the publisher's hands for a specific issue. 
C)  The press dates that affect purchases of advertising in magazines are cover date, on-sale date, in-hand date, and closing date. 
D)  The publication date is the date the magazine is actually issued. 
E)  Printing date is the date when the payment payable by an advertiser to the publisher falls due. 
A)  The controlled date is the date printed on the cover. 
B)  The closing date is the date all material must be in the publisher's hands for a specific issue. 
C)  The press dates that affect purchases of advertising in magazines are cover date, on-sale date, in-hand date, and closing date. 
D)  The publication date is the date the magazine is actually issued. 
E)  Printing date is the date when the payment payable by an advertiser to the publisher falls due.

Question 3

A small ad for a retailer of custom-made shoes is in the middle of a page in an issue of fashion magazine.A large article on the season's shoe trends surrounds the ad.The retailer's ad is an example of a(n):

Accepted Answer

A)  page wrap. 
B)  gatefold. 
C)  centerpiece. 
D)  island half. 
E)  insert. 
A)  page wrap. 
B)  gatefold. 
C)  centerpiece. 
D)  island half. 
E)  insert.

Question 4

What are the first,second,third,and fourth covers of a magazine?

Accepted Answer

The first cover is the front cover of th

Question 5

The Newspaper Association of America:

Accepted Answer

A)  determines the classification for each newspaper. 
B)  is not involved with media buying. 
C)  controls the use of reading notices in national newspapers. 
D)  is engaged in simplifying national newspaper ad buys. 
E)  controls the discount rate charged to national advertisers. 
A)  determines the classification for each newspaper. 
B)  is not involved with media buying. 
C)  controls the use of reading notices in national newspapers. 
D)  is engaged in simplifying national newspaper ad buys. 
E)  controls the discount rate charged to national advertisers.

Question 6

Magazines determine their CPM by dividing the cost of a full-page ad by their circulation.

Accepted Answer

A) True 
 B)False

Question 7

Dean looked at a rate card for a magazine and saw that the one-time cost for a full-page black-and-white ad was $795.He knows that the magazine has a total circulation of 15,000.Calculate the magazine's CPM.

Accepted Answer

A)  $0.53 
B)  $11.93 
C)  $18.87 
D)  $53.00 
E)  $0.053 
A)  $0.53 
B)  $11.93 
C)  $18.87 
D)  $53.00 
E)  $0.053

Advertisers sometimes can get _____,a discount applied retroactively as the volume of advertising increases through the year.

Which of the following statements about dates that affect advertising purchases in magazines is true?

A small ad for a retailer of custom-made shoes is in the middle of a page in an issue of fashion magazine.A large article on the season's shoe trends surrounds the ad.The retailer's ad is an example of a(n):

What are the first,second,third,and fourth covers of a magazine?

The Newspaper Association of America:

Magazines determine their CPM by dividing the cost of a full-page ad by their circulation.

Dean looked at a rate card for a magazine and saw that the one-time cost for a full-page black-and-white ad was $795.He knows that the magazine has a total circulation of 15,000.Calculate the magazine's CPM.

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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Exam 13: Using Print Media

Advertisers sometimes can get _____,a discount applied retroactively as the volume of advertising increases through the year.

Which of the following statements about dates that affect advertising purchases in magazines is true?

A small ad for a retailer of custom-made shoes is in the middle of a page in an issue of fashion magazine.A large article on the season's shoe trends surrounds the ad.The retailer's ad is an example of a(n):

What are the first,second,third,and fourth covers of a magazine?

The Newspaper Association of America:

Magazines determine their CPM by dividing the cost of a full-page ad by their circulation.

Dean looked at a rate card for a magazine and saw that the one-time cost for a full-page black-and-white ad was $795.He knows that the magazine has a total circulation of 15,000.Calculate the magazine's CPM.

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