Question 1

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 2

Which of the following is one of the reasons why an advertiser would want to use magazine advertising?

Accepted Answer

A)  Magazines have an increasing circulation. 
B)  It has a short lead time for ad insertion. 
C)  It is cost-efficient because wasted circulation is minimized. 
D)  It has a vast geographic coverage. 
E)  It faces low advertising competition. 
A)  Magazines have an increasing circulation. 
B)  It has a short lead time for ad insertion. 
C)  It is cost-efficient because wasted circulation is minimized. 
D)  It has a vast geographic coverage. 
E)  It faces low advertising competition.

Question 3

On the basis of physical size,the _____ newspaper is generally about 14 inches deep and 11 inches wide.

Accepted Answer

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

Question 4

According to the classification of magazines by content,_____ magazines are purchased for entertainment,information,or both,are edited for people who buy products for their own personal use.

Accepted Answer

A)  consumer 
B)  farm 
C)  business 
D)  industrial 
E)  professional 
A)  consumer 
B)  farm 
C)  business 
D)  industrial 
E)  professional

Question 5

Briefly describe bleed pages in the context of magazine advertising.

Accepted Answer

When the dark or colored background of t

Question 6

Which of the following is true if an advertiser pays a run-of-paper (ROP)advertising rate to a newspaper?

Accepted Answer

A)  The advertiser has no control over where the ad appears in the newspaper. 
B)  The advertiser is testing the pulling rate of two identical size ads with different content for the same product. 
C)  The advertiser will not require the newspaper to rerun the ad if production quality is less than desirable. 
D)  The advertiser will be charged for not fulfilling the contract for frequent or bulk space purchases. 
E)  The advertiser is entitled to a rebate or credit for buying more inches than contracted. 
A)  The advertiser has no control over where the ad appears in the newspaper. 
B)  The advertiser is testing the pulling rate of two identical size ads with different content for the same product. 
C)  The advertiser will not require the newspaper to rerun the ad if production quality is less than desirable. 
D)  The advertiser will be charged for not fulfilling the contract for frequent or bulk space purchases. 
E)  The advertiser is entitled to a rebate or credit for buying more inches than contracted.

Question 7

In a magazine,when the dark or colored background of the ad extends to the edge of the page,it is said to _____ off the page.

Accepted Answer

A)  roll 
B)  fall 
C)  run 
D)  bleed 
E)  flow 
A)  roll 
B)  fall 
C)  run 
D)  bleed 
E)  flow

Question 8

Which of the following is true of the Newspaper Association of America?

Accepted Answer

A)  It determines the classification for each newspaper. 
B)  It is not involved with media buying. 
C)  It controls the use of reading notices in national newspapers. 
D)  It launched a one-order, one-bill system for national advertising. 
E)  It controls the discount rate charged to national advertisers. 
A)  It determines the classification for each newspaper. 
B)  It is not involved with media buying. 
C)  It controls the use of reading notices in national newspapers. 
D)  It launched a one-order, one-bill system for national advertising. 
E)  It controls the discount rate charged to national advertisers.

Question 9

A(n)_____,an ad similar to a junior unit,is surrounded by a lot of editorial matter and costs more than a regular half-page because it dominates the page.

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 10

_____ editions of magazines reach readers who share traits such as age,income level,or professional status.

Accepted Answer

A)  Horizontal 
B)  Demographic 
C)  Industrial 
D)  Trade 
E)  Geographic 
A)  Horizontal 
B)  Demographic 
C)  Industrial 
D)  Trade 
E)  Geographic

Question 11

Which of the following is true of newspaper advertising?

Accepted Answer

A)  It does not allow for creative flexibility. 
B)  It can only be availed at a very high cost. 
C)  It has high production quality. 
D)  It has a long life span. 
E)  It suffers from the problem of advertising clutter. 
A)  It does not allow for creative flexibility. 
B)  It can only be availed at a very high cost. 
C)  It has high production quality. 
D)  It has a long life span. 
E)  It suffers from the problem of advertising clutter.

Question 12

Which of the following is done to prevent newspaper readers from mistaking a reading notice for editorial matter?

Accepted Answer

A)  A black border is placed around the reading notice. 
B)  All reading notices appear in a cover position. 
C)  The word "advertisement" appears at the top of all reading notices. 
D)  Reading notices never appear on or near a newspaper's editorial page. 
E)  The type face used for reading notices is kept distinct from that used for the editorial page. 
A)  A black border is placed around the reading notice. 
B)  All reading notices appear in a cover position. 
C)  The word "advertisement" appears at the top of all reading notices. 
D)  Reading notices never appear on or near a newspaper's editorial page. 
E)  The type face used for reading notices is kept distinct from that used for the editorial page.

Question 13

In a magazine,second and third cover rates typically cost less than the fourth cover.

Accepted Answer

A) True 
 B)False

Question 14

When a newspaper creates ad copy and art,it gives the advertiser a tearsheet to check.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is used as a basis for categorizing newspapers?

Accepted Answer

A)  Structures of advertising agencies 
B)  Type of advertisers 
C)  Frequency of delivery 
D)  Subscription rates 
E)  Closing date 
A)  Structures of advertising agencies 
B)  Type of advertisers 
C)  Frequency of delivery 
D)  Subscription rates 
E)  Closing date

Question 16

Which of the following describes a situation when an advertiser would be charged a short rate?

Accepted Answer

A)  If the advertiser requests its ads to be placed in a particular section of the newspaper 
B)  If the advertiser contracts to buy space for a one-year period at a discount and fails to buy it 
C)  If the ad is not ready by the closing date 
D)  If the advertiser wants to place a classified display ad 
E)  If the advertiser wants to use a preprinted insert in addition to a display ad 
A)  If the advertiser requests its ads to be placed in a particular section of the newspaper 
B)  If the advertiser contracts to buy space for a one-year period at a discount and fails to buy it 
C)  If the ad is not ready by the closing date 
D)  If the advertiser wants to place a classified display ad 
E)  If the advertiser wants to use a preprinted insert in addition to a display ad

Question 17

A gatefold refers to a(n):

Accepted Answer

A)  insert with wide pages that need to be folded into the center to fit into the 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 wide pages that need to be folded into the center to fit into the 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 18

In terms of buying advertising media,what is a short rate?

Accepted Answer

An advertiser who contracts to buy a spe

Question 19

In 1984,the newspaper industry introduced the standard advertising unit system which standardized the newspaper column width,page sizes,and ad sizes.

Accepted Answer

A) True 
 B)False

Question 20

An advertiser can ensure a preferred position for an ad on a given page by paying run-of-paper advertising rates.

Accepted Answer

A) True 
 B)False

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.

Which of the following is one of the reasons why an advertiser would want to use magazine advertising?

On the basis of physical size,the _____ newspaper is generally about 14 inches deep and 11 inches wide.

According to the classification of magazines by content,_____ magazines are purchased for entertainment,information,or both,are edited for people who buy products for their own personal use.

Briefly describe bleed pages in the context of magazine advertising.

Which of the following is true if an advertiser pays a run-of-paper (ROP)advertising rate to a newspaper?

In a magazine,when the dark or colored background of the ad extends to the edge of the page,it is said to _____ off the page.

Which of the following is true of the Newspaper Association of America?

A(n)_____,an ad similar to a junior unit,is surrounded by a lot of editorial matter and costs more than a regular half-page because it dominates the page.

_____ editions of magazines reach readers who share traits such as age,income level,or professional status.

Which of the following is true of newspaper advertising?

Which of the following is done to prevent newspaper readers from mistaking a reading notice for editorial matter?

In a magazine,second and third cover rates typically cost less than the fourth cover.

When a newspaper creates ad copy and art,it gives the advertiser a tearsheet to check.

Which of the following is used as a basis for categorizing newspapers?

Which of the following describes a situation when an advertiser would be charged a short rate?

A gatefold refers to a(n):

In terms of buying advertising media,what is a short rate?

In 1984,the newspaper industry introduced the standard advertising unit system which standardized the newspaper column width,page sizes,and ad sizes.

An advertiser can ensure a preferred position for an ad on a given page by paying run-of-paper advertising rates.

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

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.

Which of the following is one of the reasons why an advertiser would want to use magazine advertising?

On the basis of physical size,the _____ newspaper is generally about 14 inches deep and 11 inches wide.

According to the classification of magazines by content,_____ magazines are purchased for entertainment,information,or both,are edited for people who buy products for their own personal use.

Briefly describe bleed pages in the context of magazine advertising.

Which of the following is true if an advertiser pays a run-of-paper (ROP)advertising rate to a newspaper?

In a magazine,when the dark or colored background of the ad extends to the edge of the page,it is said to _____ off the page.

Which of the following is true of the Newspaper Association of America?

A(n)_____,an ad similar to a junior unit,is surrounded by a lot of editorial matter and costs more than a regular half-page because it dominates the page.

_____ editions of magazines reach readers who share traits such as age,income level,or professional status.

Which of the following is true of newspaper advertising?

Which of the following is done to prevent newspaper readers from mistaking a reading notice for editorial matter?

In a magazine,second and third cover rates typically cost less than the fourth cover.

When a newspaper creates ad copy and art,it gives the advertiser a tearsheet to check.

Which of the following is used as a basis for categorizing newspapers?

Which of the following describes a situation when an advertiser would be charged a short rate?

A gatefold refers to a(n):

In terms of buying advertising media,what is a short rate?

In 1984,the newspaper industry introduced the standard advertising unit system which standardized the newspaper column width,page sizes,and ad sizes.

An advertiser can ensure a preferred position for an ad on a given page by paying run-of-paper advertising rates.

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