Question 1

The _____ refers to the circulation figure on which a magazine publisher bases its charges.

Accepted Answer

A)  rate base 
B)  guaranteed circulation 
C)  primary circulation 
D)  delivered figure 
E)  target audience 
A)  rate base 
B)  guaranteed circulation 
C)  primary circulation 
D)  delivered figure 
E)  target audience

Question 2

In terms of advertising volume,newspapers are now the largest medium in the United States.

Accepted Answer

A) True 
 B)False

Question 3

_____ are essentially magazine-length ads which readers are expected to purchase at newsstands.

Accepted Answer

A)  Gatefold publications 
B)  Portfolio magazines 
C)  Custom magazines 
D)  Consumer magazines 
E)  Island halves 
A)  Gatefold publications 
B)  Portfolio magazines 
C)  Custom magazines 
D)  Consumer magazines 
E)  Island halves

Question 4

Which of the following statements about media buyers is true?

Accepted Answer

A)  Media buyers do not specialize in any medium in order to be flexible. 
B)  Media buyer refers to a person in charge of negotiating and contracting with the media. 
C)  The degree of specialization of a media buyer depends solely on the size of the advertiser. 
D)  Media buyers of small advertising agencies tend to specialize in a particular medium to increase their profits. 
E)  The knowledge of reading rate cards and analyzing circulation is not required for media buyers. 
A)  Media buyers do not specialize in any medium in order to be flexible. 
B)  Media buyer refers to a person in charge of negotiating and contracting with the media. 
C)  The degree of specialization of a media buyer depends solely on the size of the advertiser. 
D)  Media buyers of small advertising agencies tend to specialize in a particular medium to increase their profits. 
E)  The knowledge of reading rate cards and analyzing circulation is not required for media buyers.

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

_____ refers to an estimate determined by market research of how many people read a single issue of a publication.

Accepted Answer

A)  Pass-along readership 
B)  National rate 
C)  Derived leadership 
D)  Primary circulation 
E)  Guaranteed circulation 
A)  Pass-along readership 
B)  National rate 
C)  Derived leadership 
D)  Primary circulation 
E)  Guaranteed circulation

Question 7

Which of the following statements explains why some advertisers are reluctant to use magazines as an advertising medium?

Accepted Answer

A)  The results of magazine advertising cannot be measured. 
B)  Magazines lack flexibility in both readership and advertising. 
C)  Magazine advertising is expensive due to the high rate of wasted circulation. 
D)  Magazines cannot deliver high frequency. 
E)  Magazines generally lack authority and believability. 
A)  The results of magazine advertising cannot be measured. 
B)  Magazines lack flexibility in both readership and advertising. 
C)  Magazine advertising is expensive due to the high rate of wasted circulation. 
D)  Magazines cannot deliver high frequency. 
E)  Magazines generally lack authority and believability.

Question 8

Hotelier,a magazine targeted at hotel executives,provides an in-depth coverage of the latest developments,opportunities,and trends in the industry.Based on the classification of business publications by readership,this magazine is an example of a(n)_____ publication.

Accepted Answer

A)  vertical 
B)  horizontal 
C)  secondary 
D)  integrated 
E)  base 
A)  vertical 
B)  horizontal 
C)  secondary 
D)  integrated 
E)  base

Question 9

Farm publications,purchased for entertainment,information,or both,are edited for consumers who buy products for their own personal consumption.

Accepted Answer

A) True 
 B)False

Question 10

_____ discounts are based on the number of ad insertions in a magazine,usually within a year.

Accepted Answer

A)  Frequency 
B)  Trade 
C)  Season 
D)  Presentation 
E)  Nonprofit 
A)  Frequency 
B)  Trade 
C)  Season 
D)  Presentation 
E)  Nonprofit

Question 11

Describe the classification of newspapers by the frequency of delivery and physical size.

Accepted Answer

Newspapers can be classified by frequenc

Question 12

An island half is an insert whose paper is so wide that the extreme left and right sides have to be folded into the center to match the size of the other pages.

Accepted Answer

A) True 
 B)False

Question 13

The rate card for a magazine mentioned that the one-time cost for a full-page black-and-white ad was $795.The magazine had a total circulation of 15,000.Calculate the magazine's cost per thousand (CPM).

Accepted Answer

A)  $0.053 
B)  $11.93 
C)  $188.87 
D)  $53.00 
E)  $1.89 
A)  $0.053 
B)  $11.93 
C)  $188.87 
D)  $53.00 
E)  $1.89

Question 14

Which of the following statements concerning classified advertising is true?

Accepted Answer

A)  It includes copy, illustrations or photos, headlines, coupons, and other visual components. 
B)  It is used to notify the public of changes in business and personal relationships. 
C)  A reading notice is an integral part of classified advertising. 
D)  Classified rates are typically based on the word count of the advertisement. 
E)  Most employment, housing, and car advertising is classified. 
A)  It includes copy, illustrations or photos, headlines, coupons, and other visual components. 
B)  It is used to notify the public of changes in business and personal relationships. 
C)  A reading notice is an integral part of classified advertising. 
D)  Classified rates are typically based on the word count of the advertisement. 
E)  Most employment, housing, and car advertising is classified.

Question 15

Which of the following refers to a thorough analysis of the circulation procedures,outlets of distribution,readers,and other factors by companies such as ABC?

Accepted Answer

A)  Circulation audit 
B)  Secondary readership 
C)  Guaranteed circulation 
D)  Primary circulation 
E)  Rate base 
A)  Circulation audit 
B)  Secondary readership 
C)  Guaranteed circulation 
D)  Primary circulation 
E)  Rate base

Question 16

In a newspaper,the preferred position horizontally across the bottom of the page is known as full position.

Accepted Answer

A) True 
 B)False

Question 17

In single-newspaper cities,reader demographics typically reflect a cross section of the general population.

Accepted Answer

A) True 
 B)False

Question 18

Describe any six benefits an advertiser can receive by advertising in newspapers.

Accepted Answer

Answers may vary.Six benefits of newspap

Question 19

Magazines allow an advertiser to reach a particular target audience with a high-quality presentation.

Accepted Answer

A) True 
 B)False

Question 20

Color advertising is available in many newspapers on a run-of-paper advertising (ROP)basis.

Accepted Answer

A) True 
 B)False

The _____ refers to the circulation figure on which a magazine publisher bases its charges.

In terms of advertising volume,newspapers are now the largest medium in the United States.

_____ are essentially magazine-length ads which readers are expected to purchase at newsstands.

Which of the following statements about media buyers is true?

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

_____ refers to an estimate determined by market research of how many people read a single issue of a publication.

Which of the following statements explains why some advertisers are reluctant to use magazines as an advertising medium?

Hotelier,a magazine targeted at hotel executives,provides an in-depth coverage of the latest developments,opportunities,and trends in the industry.Based on the classification of business publications by readership,this magazine is an example of a(n)_____ publication.

Farm publications,purchased for entertainment,information,or both,are edited for consumers who buy products for their own personal consumption.

_____ discounts are based on the number of ad insertions in a magazine,usually within a year.

Describe the classification of newspapers by the frequency of delivery and physical size.

An island half is an insert whose paper is so wide that the extreme left and right sides have to be folded into the center to match the size of the other pages.

The rate card for a magazine mentioned that the one-time cost for a full-page black-and-white ad was $795.The magazine had a total circulation of 15,000.Calculate the magazine's cost per thousand (CPM).

Which of the following statements concerning classified advertising is true?

Which of the following refers to a thorough analysis of the circulation procedures,outlets of distribution,readers,and other factors by companies such as ABC?

In a newspaper,the preferred position horizontally across the bottom of the page is known as full position.

In single-newspaper cities,reader demographics typically reflect a cross section of the general population.

Describe any six benefits an advertiser can receive by advertising in newspapers.

Magazines allow an advertiser to reach a particular target audience with a high-quality presentation.

Color advertising is available in many newspapers on a run-of-paper advertising (ROP)basis.

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

The _____ refers to the circulation figure on which a magazine publisher bases its charges.

In terms of advertising volume,newspapers are now the largest medium in the United States.

_____ are essentially magazine-length ads which readers are expected to purchase at newsstands.

Which of the following statements about media buyers is true?

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

_____ refers to an estimate determined by market research of how many people read a single issue of a publication.

Which of the following statements explains why some advertisers are reluctant to use magazines as an advertising medium?

Hotelier,a magazine targeted at hotel executives,provides an in-depth coverage of the latest developments,opportunities,and trends in the industry.Based on the classification of business publications by readership,this magazine is an example of a(n)_____ publication.

Farm publications,purchased for entertainment,information,or both,are edited for consumers who buy products for their own personal consumption.

_____ discounts are based on the number of ad insertions in a magazine,usually within a year.

Describe the classification of newspapers by the frequency of delivery and physical size.

An island half is an insert whose paper is so wide that the extreme left and right sides have to be folded into the center to match the size of the other pages.

The rate card for a magazine mentioned that the one-time cost for a full-page black-and-white ad was $795.The magazine had a total circulation of 15,000.Calculate the magazine's cost per thousand (CPM).

Which of the following statements concerning classified advertising is true?

Which of the following refers to a thorough analysis of the circulation procedures,outlets of distribution,readers,and other factors by companies such as ABC?

In a newspaper,the preferred position horizontally across the bottom of the page is known as full position.

In single-newspaper cities,reader demographics typically reflect a cross section of the general population.

Describe any six benefits an advertiser can receive by advertising in newspapers.

Magazines allow an advertiser to reach a particular target audience with a high-quality presentation.

Color advertising is available in many newspapers on a run-of-paper advertising (ROP)basis.

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