Question 1

_____ refers to the number of people who buy the publication either by subscription or at a newsstand.

Accepted Answer

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

Question 2

List any six disadvantages of magazine advertising.

Accepted Answer

Answers may vary.The disadvantages of magazine advertising are:
(a)lack of immediacy that advertisers can get with newspapers or radio
(b)shallow geographic coverage
(c)inability to deliver mass audiences at a low price
(d)inability to deliver high frequency
(e)long lead time for ad insertion
(f)heavy advertising competition

Question 3

In terms of innovations in magazine advertising,cosmetic manufacturers insert _____ samples of eye shadow,blush,lipstick,and other makeup that readers can try immediately.

Accepted Answer

A)  pop-up 
B)  3-D ad 
C)  gatefold 
D)  color strip 
E)  fragrance strip 
A)  pop-up 
B)  3-D ad 
C)  gatefold 
D)  color strip 
E)  fragrance strip D

Question 4

Which of the following statements concerning magazine advertising is true?

Accepted Answer

A)  It provides flexibility in both readership and advertising. 
B)  It enables a vast geographic coverage. 
C)  The cost per thousand (CPM) is low in magazine advertising. 
D)  Magazine ads lack authority and believability. 
E)  Lead time for ad insertion is short. 
A)  It provides flexibility in both readership and advertising. 
B)  It enables a vast geographic coverage. 
C)  The cost per thousand (CPM) is low in magazine advertising. 
D)  Magazine ads lack authority and believability. 
E)  Lead time for ad insertion is short.

Question 5

How are preprinted inserts used in newspaper advertising?

Accepted Answer

Like magazines,newspapers carry preprint

Question 6

On the basis of physical size,the two basic newspaper formats are:

Accepted Answer

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

Question 7

A media buyer is the person in charge of negotiating and contracting with the media.

Accepted Answer

A) True 
 B)False

Question 8

According to the classification of magazines by geography,_____ publications are targeted to a specific area of a country.

Accepted Answer

A)  horizontal 
B)  consumer 
C)  regional 
D)  combined 
E)  vertical 
A)  horizontal 
B)  consumer 
C)  regional 
D)  combined 
E)  vertical

Question 9

Which of the following is an advantage of magazine advertising?

Accepted Answer

A)  Lead times for ad insertions are very short. 
B)  It has the ability to deliver mass audiences at a low price. 
C)  Permanence gives the reader time to appraise ads in detail. 
D)  It has the ability to deliver high frequency. 
E)  The average black-and-white cost per thousand is low. 
A)  Lead times for ad insertions are very short. 
B)  It has the ability to deliver mass audiences at a low price. 
C)  Permanence gives the reader time to appraise ads in detail. 
D)  It has the ability to deliver high frequency. 
E)  The average black-and-white cost per thousand is low.

Question 10

Which of the following is true of independent shopping guides?

Accepted Answer

A)  They typically have a low readership. 
B)  They offer advertisers local saturation. 
C)  They usually have limited advertising pages. 
D)  They are offered at a premium price. 
E)  They are also called Sunday supplements. 
A)  They typically have a low readership. 
B)  They offer advertisers local saturation. 
C)  They usually have limited advertising pages. 
D)  They are offered at a premium price. 
E)  They are also called Sunday supplements.

Question 11

Briefly describe vertical publication and horizontal publications.

Accepted Answer

Business publications are classified in

Question 12

Which of the following is a disadvantage of magazine advertising?

Accepted Answer

A)  It lacks flexibility in readership and advertising. 
B)  It lacks immediacy that advertisers can get with newspapers or radio. 
C)  It lacks authority and believability that enhances the commercial message. 
D)  It lacks the permanence that gives a reader time to appraise ads in detail. 
E)  It is unable to lend prestige to the products being advertised. 
A)  It lacks flexibility in readership and advertising. 
B)  It lacks immediacy that advertisers can get with newspapers or radio. 
C)  It lacks authority and believability that enhances the commercial message. 
D)  It lacks the permanence that gives a reader time to appraise ads in detail. 
E)  It is unable to lend prestige to the products being advertised.

Question 13

A common variation of display advertising,known as the _____,looks like editorial matter and sometimes costs more than normal display advertising.

Accepted Answer

A)  junior unit 
B)  reading notice 
C)  preprint insert 
D)  classified advertising 
E)  public notice 
A)  junior unit 
B)  reading notice 
C)  preprint insert 
D)  classified advertising 
E)  public notice

Question 14

On the basis of physical size,the _____ newspaper is about 22 inches deep and 13 inches wide and is divided into six columns.

Accepted Answer

A)  broadsheet 
B)  standard-size 
C)  compact 
D)  Berliner 
E)  tabloid 
A)  broadsheet 
B)  standard-size 
C)  compact 
D)  Berliner 
E)  tabloid

Question 15

Horizontal publications cover a specific industry in all its aspects.

Accepted Answer

A) True 
 B)False

Question 16

In terms of the classification of business publications based on readership,_____ publications deal with a particular job function across a variety of industries.

Accepted Answer

A)  vertical 
B)  horizontal 
C)  primary 
D)  secondary 
E)  pass-along 
A)  vertical 
B)  horizontal 
C)  primary 
D)  secondary 
E)  pass-along

Question 17

Assume that 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 cost per thousand (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 18

In terms of newspaper advertising rates,a(n)_____ refers to a discount applied retroactively as the volume of advertising increases through the year.

Accepted Answer

A)  earned rate 
B)  contract rate 
C)  open rate 
D)  bulk discount 
E)  frequency discount 
A)  earned rate 
B)  contract rate 
C)  open rate 
D)  bulk discount 
E)  frequency discount

Question 19

An advertiser wishes to place an ad in a particular section of the paper.To ensure this,the advertiser will need to pay a(n)_____ rate.

Accepted Answer

A)  combination 
B)  short 
C)  preferred-position 
D)  earned 
E)  run-of-paper advertising 
A)  combination 
B)  short 
C)  preferred-position 
D)  earned 
E)  run-of-paper advertising

Question 20

Briefly describe premium rates for magazines.

Accepted Answer

Magazines charge extra for special featu

_____ refers to the number of people who buy the publication either by subscription or at a newsstand.

List any six disadvantages of magazine advertising.

In terms of innovations in magazine advertising,cosmetic manufacturers insert _____ samples of eye shadow,blush,lipstick,and other makeup that readers can try immediately.

Which of the following statements concerning magazine advertising is true?

How are preprinted inserts used in newspaper advertising?

On the basis of physical size,the two basic newspaper formats are:

A media buyer is the person in charge of negotiating and contracting with the media.

According to the classification of magazines by geography,_____ publications are targeted to a specific area of a country.

Which of the following is an advantage of magazine advertising?

Which of the following is true of independent shopping guides?

Briefly describe vertical publication and horizontal publications.

Which of the following is a disadvantage of magazine advertising?

A common variation of display advertising,known as the _____,looks like editorial matter and sometimes costs more than normal display advertising.

On the basis of physical size,the _____ newspaper is about 22 inches deep and 13 inches wide and is divided into six columns.

Horizontal publications cover a specific industry in all its aspects.

In terms of the classification of business publications based on readership,_____ publications deal with a particular job function across a variety of industries.

Assume that 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 cost per thousand (CPM).

In terms of newspaper advertising rates,a(n)_____ refers to a discount applied retroactively as the volume of advertising increases through the year.

An advertiser wishes to place an ad in a particular section of the paper.To ensure this,the advertiser will need to pay a(n)_____ rate.

Briefly describe premium rates for magazines.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Relationship Building

Filters

Exam 13: Using Print Media

_____ refers to the number of people who buy the publication either by subscription or at a newsstand.

List any six disadvantages of magazine advertising.

In terms of innovations in magazine advertising,cosmetic manufacturers insert _____ samples of eye shadow,blush,lipstick,and other makeup that readers can try immediately.

Which of the following statements concerning magazine advertising is true?

How are preprinted inserts used in newspaper advertising?

On the basis of physical size,the two basic newspaper formats are:

A media buyer is the person in charge of negotiating and contracting with the media.

According to the classification of magazines by geography,_____ publications are targeted to a specific area of a country.

Which of the following is an advantage of magazine advertising?

Which of the following is true of independent shopping guides?

Briefly describe vertical publication and horizontal publications.

Which of the following is a disadvantage of magazine advertising?

A common variation of display advertising,known as the _____,looks like editorial matter and sometimes costs more than normal display advertising.

On the basis of physical size,the _____ newspaper is about 22 inches deep and 13 inches wide and is divided into six columns.

Horizontal publications cover a specific industry in all its aspects.

In terms of the classification of business publications based on readership,_____ publications deal with a particular job function across a variety of industries.

Assume that 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 cost per thousand (CPM).

In terms of newspaper advertising rates,a(n)_____ refers to a discount applied retroactively as the volume of advertising increases through the year.

An advertiser wishes to place an ad in a particular section of the paper.To ensure this,the advertiser will need to pay a(n)_____ rate.

Briefly describe premium rates for magazines.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Relationship Building

Filters