Question 1

The _____ is a market area composed of a city where the paper is published and contiguous areas similar in character to the city.

Accepted Answer

A)  city zone 
B)  MSA 
C)  consolidated market zone 
D)  retail trading zone 
A)  city zone 
B)  MSA 
C)  consolidated market zone 
D)  retail trading zone A

Question 2

Gatefolds,bleed pages,inserts,and creative space buys are ways of increasing:

Accepted Answer

A)  the cost efficiency of magazines 
B)  the geographic flexibility of magazines 
C)  the selectivity of magazines 
D)  the creativity of magazine ads and their ability to attract readers' attention 
A)  the cost efficiency of magazines 
B)  the geographic flexibility of magazines 
C)  the selectivity of magazines 
D)  the creativity of magazine ads and their ability to attract readers' attention D

Question 3

Healthy Pet and PhotoLife are examples of:

Accepted Answer

A)  general interest consumer magazines 
B)  special interest consumer magazines 
C)  trade publications 
D)  special interest business magazines 
A)  general interest consumer magazines 
B)  special interest consumer magazines 
C)  trade publications 
D)  special interest business magazines B

Question 4

The use of a third page that folds out to create an extra large advertising spread in a magazine is called a:

Accepted Answer

A)  premium size ad 
B)  printacular 
C)  gatefold 
D)  page manipulator 
A)  premium size ad 
B)  printacular 
C)  gatefold 
D)  page manipulator

Question 5

Information on the characteristics of magazine audiences in Canada is primarily provided by:

Accepted Answer

A) Print Measurement Bureau (PM
B)  
B) A.C.Neilson 
C) the magazines themselves 
D) SRDS's Business Publication Advertising Source 
A) Print Measurement Bureau (PM
B)  
B) A.C.Neilson 
C) the magazines themselves 
D) SRDS's Business Publication Advertising Source

Question 6

Because they generally require some attention and effort on the part of the consumer to process the information they provide,_____ are often referred to as high-involvement media.

Accepted Answer

A)  newspapers and magazines 
B)  newspapers and television 
C)  magazines and radio 
D)  radio and television 
A)  newspapers and magazines 
B)  newspapers and television 
C)  magazines and radio 
D)  radio and television

Question 7

A magazine's _______ is one of the primary considerations for an advertiser selecting a particular magazine for advertising.

Accepted Answer

A)  clutter 
B)  circulation 
C)  price at the newsstand 
D)  lead time 
A)  clutter 
B)  circulation 
C)  price at the newsstand 
D)  lead time

Question 8

_____ ads are likely to be received favourably by consumers.

Accepted Answer

A)  Radio 
B)  TV 
C)  Billboard 
D)  Magazine 
A)  Radio 
B)  TV 
C)  Billboard 
D)  Magazine

Question 9

Ivanka overheard a conversation in which the following terms were used: Short closing times,high penetration,and ad reproduction limitations.Which media vehicle was being discussed in the conversation that Ivanka overheard?

Accepted Answer

A)  Newspapers 
B)  Magazines 
C)  Direct mail 
D)  Billboards 
A)  Newspapers 
B)  Magazines 
C)  Direct mail 
D)  Billboards

Question 10

While _____ can offer geographic selectivity,it is not a selective medium in terms of demographics or lifestyle characteristics.

Accepted Answer

A)  radio 
B)  newspapers 
C)  magazines 
D)  television 
A)  radio 
B)  newspapers 
C)  magazines 
D)  television

Question 11

Magazines such as Martha Stewart Living,O The Oprah Magazine,and Men's Journal are succeeding because:

Accepted Answer

A)  the magazines have very large circulation bases 
B)  the publications have large editorial staffs 
C)  the magazines appeal to the conspicuous consumption lifestyle of today's consumers 
D)  the magazines have editorial platforms that appeal to the interests, lifestyles, and demographics of the consumer 
A)  the magazines have very large circulation bases 
B)  the publications have large editorial staffs 
C)  the magazines appeal to the conspicuous consumption lifestyle of today's consumers 
D)  the magazines have editorial platforms that appeal to the interests, lifestyles, and demographics of the consumer

Question 12

Clutter is viewed as less of a problem for magazines than radio or television because:

Accepted Answer

A)  consumers tend to be less receptive to print advertising than they are to broadcast advertising 
B)  consumers have been trained to expect more ad messages than they can decode 
C)  exposure to magazine ads is easier to control as the consumer can simply turn a page if uninterested in an ad 
D)  print ads are always more creative and interesting than television ads 
A)  consumers tend to be less receptive to print advertising than they are to broadcast advertising 
B)  consumers have been trained to expect more ad messages than they can decode 
C)  exposure to magazine ads is easier to control as the consumer can simply turn a page if uninterested in an ad 
D)  print ads are always more creative and interesting than television ads

Question 13

The _____ study not only asks questions about reading-related questions but also demographic,lifestyle,and product usage questions amongst others.

Accepted Answer

A)  PMB 
B)  CCAB 
C)  AAM 
D)  BPA 
A)  PMB 
B)  CCAB 
C)  AAM 
D)  BPA

Question 14

A magazine with a circulation of 2.5 million and 3 readers per copy would have a total audience or readership of _____ million.

Accepted Answer

A)  2.5 
B)  4.5 
C)  5.5 
D)  7.5 
A)  2.5 
B)  4.5 
C)  5.5 
D)  7.5

Question 15

The purpose of NADbank is to:

Accepted Answer

A)  make newspaper advertising rates the same for everyone 
B)  attract more newspaper advertising dollars from national advertisers in specific product categories by facilitating the purchasing process 
C)  make sure that national advertisers who use newspapers on a limited basis pay higher rates than those who are already regular users 
D)  publish research information about Canadian daily newspapers 
A)  make newspaper advertising rates the same for everyone 
B)  attract more newspaper advertising dollars from national advertisers in specific product categories by facilitating the purchasing process 
C)  make sure that national advertisers who use newspapers on a limited basis pay higher rates than those who are already regular users 
D)  publish research information about Canadian daily newspapers

Question 16

Which of the following about advertising in foreign publications is NOT true?

Accepted Answer

A)  Canadian businesses are not allowed to advertise in foreign magazines sold in Canada. 
B)  Foreign publications can accept up to 18% of their advertising space from Canadian advertisers for magazines sold in Canada. 
C)  Foreign publications can accept a greater amount of Canadian advertising if the majority of editorial content is Canadian. 
D)  About 90% of foreign publications sold in Canada are U.S. based. 
A)  Canadian businesses are not allowed to advertise in foreign magazines sold in Canada. 
B)  Foreign publications can accept up to 18% of their advertising space from Canadian advertisers for magazines sold in Canada. 
C)  Foreign publications can accept a greater amount of Canadian advertising if the majority of editorial content is Canadian. 
D)  About 90% of foreign publications sold in Canada are U.S. based.

Question 17

Which of the following statements about the role of magazines is true?

Accepted Answer

A)  The advantages and disadvantages associated with the use of magazines as an advertising media vehicle are the same. 
B)  Individual magazines reach a very selective audience and are very valuable for reaching specific types of consumers or market segments. 
C)  Magazines generate most of their total revenue from advertising. 
D)  Business magazines generate most of their revenue from subscriptions and single copy sales and are not really dependent on advertising. 
A)  The advantages and disadvantages associated with the use of magazines as an advertising media vehicle are the same. 
B)  Individual magazines reach a very selective audience and are very valuable for reaching specific types of consumers or market segments. 
C)  Magazines generate most of their total revenue from advertising. 
D)  Business magazines generate most of their revenue from subscriptions and single copy sales and are not really dependent on advertising.

Question 18

Elena Tomassi is an avid skier and likes to take a weeklong ski vacation every winter.To help plan her vacation,she keeps all of the past issues of Skiing magazine she has received so she can consult them as she makes her selection of a ski resort.Elena's use of the magazines in this way demonstrates which advantage of magazines as an advertising medium?

Accepted Answer

A)  Geographic selectivity 
B)  Services 
C)  Permanence 
D)  Prestige 
A)  Geographic selectivity 
B)  Services 
C)  Permanence 
D)  Prestige

Question 19

A creative technique for newspaper advertising whereby an ad is surrounded by editorial material is known as a(n):

Accepted Answer

A)  offset page 
B)  gatefold 
C)  ink-set image 
D)  island ad 
A)  offset page 
B)  gatefold 
C)  ink-set image 
D)  island ad

Question 20

According to Canadian Advertising Rates and Data,magazines can be classified as _____ publications.

Accepted Answer

A)  consumer, ethnic, farm, and business 
B)  regional, ethnic, national, and international 
C)  agrarian, ethnic, industrial, and specialized 
D)  general, ethnic, specialized, and niche 
A)  consumer, ethnic, farm, and business 
B)  regional, ethnic, national, and international 
C)  agrarian, ethnic, industrial, and specialized 
D)  general, ethnic, specialized, and niche

The _____ is a market area composed of a city where the paper is published and contiguous areas similar in character to the city.

Gatefolds,bleed pages,inserts,and creative space buys are ways of increasing:

Healthy Pet and PhotoLife are examples of:

The use of a third page that folds out to create an extra large advertising spread in a magazine is called a:

Information on the characteristics of magazine audiences in Canada is primarily provided by:

Because they generally require some attention and effort on the part of the consumer to process the information they provide,_____ are often referred to as high-involvement media.

A magazine's _______ is one of the primary considerations for an advertiser selecting a particular magazine for advertising.

_____ ads are likely to be received favourably by consumers.

Ivanka overheard a conversation in which the following terms were used: Short closing times,high penetration,and ad reproduction limitations.Which media vehicle was being discussed in the conversation that Ivanka overheard?

While _____ can offer geographic selectivity,it is not a selective medium in terms of demographics or lifestyle characteristics.

Magazines such as Martha Stewart Living,O The Oprah Magazine,and Men's Journal are succeeding because:

Clutter is viewed as less of a problem for magazines than radio or television because:

The _____ study not only asks questions about reading-related questions but also demographic,lifestyle,and product usage questions amongst others.

A magazine with a circulation of 2.5 million and 3 readers per copy would have a total audience or readership of _____ million.

The purpose of NADbank is to:

Which of the following about advertising in foreign publications is NOT true?

Which of the following statements about the role of magazines is true?

A creative technique for newspaper advertising whereby an ad is surrounded by editorial material is known as a(n):

According to Canadian Advertising Rates and Data,magazines can be classified as _____ publications.

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters

Exam 12: Print Media

The _____ is a market area composed of a city where the paper is published and contiguous areas similar in character to the city.

Gatefolds,bleed pages,inserts,and creative space buys are ways of increasing:

Healthy Pet and PhotoLife are examples of:

The use of a third page that folds out to create an extra large advertising spread in a magazine is called a:

Information on the characteristics of magazine audiences in Canada is primarily provided by:

Because they generally require some attention and effort on the part of the consumer to process the information they provide,_____ are often referred to as high-involvement media.

A magazine's _______ is one of the primary considerations for an advertiser selecting a particular magazine for advertising.

_____ ads are likely to be received favourably by consumers.

Ivanka overheard a conversation in which the following terms were used: Short closing times,high penetration,and ad reproduction limitations.Which media vehicle was being discussed in the conversation that Ivanka overheard?

While _____ can offer geographic selectivity,it is not a selective medium in terms of demographics or lifestyle characteristics.

Magazines such as Martha Stewart Living,O The Oprah Magazine,and Men's Journal are succeeding because:

Clutter is viewed as less of a problem for magazines than radio or television because:

The _____ study not only asks questions about reading-related questions but also demographic,lifestyle,and product usage questions amongst others.

A magazine with a circulation of 2.5 million and 3 readers per copy would have a total audience or readership of _____ million.

The purpose of NADbank is to:

Which of the following about advertising in foreign publications is NOT true?

Which of the following statements about the role of magazines is true?

A creative technique for newspaper advertising whereby an ad is surrounded by editorial material is known as a(n):

According to Canadian Advertising Rates and Data,magazines can be classified as _____ publications.

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters