Question 1

The primary research method of the NADbank is:

Accepted Answer

A)  in-home interviews 
B)  on-line surveys 
C)  telephone interviews 
D)  focus-groups 
A)  in-home interviews 
B)  on-line surveys 
C)  telephone interviews 
D)  focus-groups

Question 2

Most consumers rely heavily on _____ not only for news,information,and entertainment,but also for the advertising it contains.

Accepted Answer

A)  newspapers 
B)  magazines 
C)  newsletters 
D)  direct mail 
A)  newspapers 
B)  magazines 
C)  newsletters 
D)  direct mail

Question 3

All of the following may result in additional costs for a magazine advertisement EXCEPT:

Accepted Answer

A)  four-colour illustrations 
B)  bleed pages 
C)  large volume purchases of advertising space in the same magazine 
D)  gatefolds 
A)  four-colour illustrations 
B)  bleed pages 
C)  large volume purchases of advertising space in the same magazine 
D)  gatefolds

Question 4

Which of the following statements about the use of colour in magazine advertising is true?

Accepted Answer

A)  Black and white ads are generally considered superior to colour in terms of recall, awareness, and retention. 
B)  Advertisers prefer using black and white because of the greater visual impact it makes. 
C)  Research has shown that colour ads are superior to black and white ads in terms of attracting and holding attention. 
D)  Bleed pages are less expensive than colour pages with margins because less fine-tuning is required with bleed pages. 
A)  Black and white ads are generally considered superior to colour in terms of recall, awareness, and retention. 
B)  Advertisers prefer using black and white because of the greater visual impact it makes. 
C)  Research has shown that colour ads are superior to black and white ads in terms of attracting and holding attention. 
D)  Bleed pages are less expensive than colour pages with margins because less fine-tuning is required with bleed pages.

Question 5

Based on the circulation figures of 2012-13,what is the major U.S.based magazine in Canada?

Accepted Answer

A)  National Geographic 
B)  Martha Stewart Living 
C)  O, The Oprah Magazine 
D)  Men's Health 
A)  National Geographic 
B)  Martha Stewart Living 
C)  O, The Oprah Magazine 
D)  Men's Health

Question 6

Which of the following would NOT affect the cost of advertising in a consumer magazine?

Accepted Answer

A)  the size of the advertisement 
B)  the number of ads in the magazine 
C)  the circulation of the magazine 
D)  special production requirements 
A)  the size of the advertisement 
B)  the number of ads in the magazine 
C)  the circulation of the magazine 
D)  special production requirements

Question 7

A magazine such as Farm Journal is an example of a _____ while a publications such as National Hog Farmer is a:

Accepted Answer

A)  general interest farm publication; specialized farm publication 
B)  specialized farm publication; trade magazine 
C)  general interest farm publication; special interest consumer magazine 
D)  general interest business magazine; general interest farm publication 
A)  general interest farm publication; specialized farm publication 
B)  specialized farm publication; trade magazine 
C)  general interest farm publication; special interest consumer magazine 
D)  general interest business magazine; general interest farm publication

Question 8

Which of the following is a disadvantage associated with advertising in magazines?

Accepted Answer

A)  Lack of permanence 
B)  Lack of prestige 
C)  Lack of consumer receptivity to ads 
D)  Limited reach and frequency 
A)  Lack of permanence 
B)  Lack of prestige 
C)  Lack of consumer receptivity to ads 
D)  Limited reach and frequency

Question 9

______ in reaching specific target audiences is available in magazines on the basis of demographics,geographic area,lifestyle and interests.

Accepted Answer

A)  Selectivity 
B)  Flexibility 
C)  Credibility 
D)  Ad rates 
A)  Selectivity 
B)  Flexibility 
C)  Credibility 
D)  Ad rates

Question 10

The cost of advertising space in magazines is primarily a function of:

Accepted Answer

A)  the size of the advertisement 
B)  the ad's position in the magazine 
C)  the frequency of ad insertions 
D)  the circulation of the publication 
A)  the size of the advertisement 
B)  the ad's position in the magazine 
C)  the frequency of ad insertions 
D)  the circulation of the publication

Question 11

A company that manufactures ski boots might prefer to advertise in specialized publications such as Ski or Skiing rather than general interest magazines and sports magazines such as Sports Illustrated because of:

Accepted Answer

A)  the broader reach of the specialized publications 
B)  the greater audience selectivity of the specialized publications 
C)  fewer ads and less clutter in the specialized publications 
D)  the creative flexibility available in specialized magazines and not available in more general-interest publications 
A)  the broader reach of the specialized publications 
B)  the greater audience selectivity of the specialized publications 
C)  fewer ads and less clutter in the specialized publications 
D)  the creative flexibility available in specialized magazines and not available in more general-interest publications

Question 12

Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true?

Accepted Answer

A)  Advertisers generally attach greater value to primary in-home readers. 
B)  Advertisers generally attach greater value to pass-along readers. 
C)  Pass-along readers should be totally discounted in evaluating magazine readership. 
D)  Pass-along readers generally spend more time with a magazine and pick it up more often than do primary readers. 
A)  Advertisers generally attach greater value to primary in-home readers. 
B)  Advertisers generally attach greater value to pass-along readers. 
C)  Pass-along readers should be totally discounted in evaluating magazine readership. 
D)  Pass-along readers generally spend more time with a magazine and pick it up more often than do primary readers.

Question 13

Which of the following statements about clutter in magazine advertising is true?

Accepted Answer

A)  Clutter is not really a problem at all in magazine advertising. 
B)  Most magazines devote less than 30% of their pages to advertising so clutter is not really a problem. 
C)  The clutter problem for a magazine increases as they become more successful since they attract more ad pages. 
D)  Clutter is a more serious issue for magazines than it is for either television or radio. 
A)  Clutter is not really a problem at all in magazine advertising. 
B)  Most magazines devote less than 30% of their pages to advertising so clutter is not really a problem. 
C)  The clutter problem for a magazine increases as they become more successful since they attract more ad pages. 
D)  Clutter is a more serious issue for magazines than it is for either television or radio.

Question 14

Which of the following statements about newspapers and magazines as advertising media vehicles is TRUE?

Accepted Answer

A)  Newspapers are exclusively a local advertising medium. 
B)  Newspapers are primarily a local advertising medium but are also used by national advertisers. 
C)  Magazines are primarily a local advertising medium. 
D)  Because of the difference in media format, there is no competition between broadcast and print media. 
A)  Newspapers are exclusively a local advertising medium. 
B)  Newspapers are primarily a local advertising medium but are also used by national advertisers. 
C)  Magazines are primarily a local advertising medium. 
D)  Because of the difference in media format, there is no competition between broadcast and print media.

Question 15

Why are farm publications not classified with business publications?

Accepted Answer

A)  Historically farms have not been perceived as businesses. 
B)  The number of farm magazines, if added to the number of business magazines, would make the category too large. 
C)  Farm magazines are a hybrid of consumer and business magazines. 
D)  Canadian laws require the breakout of farm magazines because subscriptions to these magazines help to determine farm allowances. 
A)  Historically farms have not been perceived as businesses. 
B)  The number of farm magazines, if added to the number of business magazines, would make the category too large. 
C)  Farm magazines are a hybrid of consumer and business magazines. 
D)  Canadian laws require the breakout of farm magazines because subscriptions to these magazines help to determine farm allowances.

Question 16

Which of the following would Canadian Advertising Rates and Data (CARD)classify as a general business magazine?

Accepted Answer

A)  Canadian Business 
B)  Drug Store News 
C)  Restaurant News 
D)  Architectural Digest 
A)  Canadian Business 
B)  Drug Store News 
C)  Restaurant News 
D)  Architectural Digest

Question 17

_____ newspapers originate in small towns or suburbs and usually focus on news,sports,and events relevant to a local area or community.

Accepted Answer

A)  Daily 
B)  Community 
C)  Special-audience 
D)  Regional 
A)  Daily 
B)  Community 
C)  Special-audience 
D)  Regional

Question 18

Magazine publishers attempt to control the _____ problem by maintaining a reasonable balance of editorial pages to advertising.

Accepted Answer

A)  quality 
B)  colour 
C)  creativity 
D)  clutter 
A)  quality 
B)  colour 
C)  creativity 
D)  clutter

Question 19

According to 2012 figures,the age group most likely to have read yesterday's printed newspaper is:

Accepted Answer

A)  25-34 
B)  35-49 
C)  50-64 
D)  65+ 
A)  25-34 
B)  35-49 
C)  50-64 
D)  65+

Question 20

Which of the following is an example of a trade journal?

Accepted Answer

A)  Maxim 
B)  Maclean's 
C)  Chatelaine 
D)  Canadian Grocer 
A)  Maxim 
B)  Maclean's 
C)  Chatelaine 
D)  Canadian Grocer

The primary research method of the NADbank is:

Most consumers rely heavily on _____ not only for news,information,and entertainment,but also for the advertising it contains.

All of the following may result in additional costs for a magazine advertisement EXCEPT:

Which of the following statements about the use of colour in magazine advertising is true?

Based on the circulation figures of 2012-13,what is the major U.S.based magazine in Canada?

Which of the following would NOT affect the cost of advertising in a consumer magazine?

A magazine such as Farm Journal is an example of a _____ while a publications such as National Hog Farmer is a:

Which of the following is a disadvantage associated with advertising in magazines?

______ in reaching specific target audiences is available in magazines on the basis of demographics,geographic area,lifestyle and interests.

The cost of advertising space in magazines is primarily a function of:

A company that manufactures ski boots might prefer to advertise in specialized publications such as Ski or Skiing rather than general interest magazines and sports magazines such as Sports Illustrated because of:

Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true?

Which of the following statements about clutter in magazine advertising is true?

Which of the following statements about newspapers and magazines as advertising media vehicles is TRUE?

Why are farm publications not classified with business publications?

Which of the following would Canadian Advertising Rates and Data (CARD)classify as a general business magazine?

_____ newspapers originate in small towns or suburbs and usually focus on news,sports,and events relevant to a local area or community.

Magazine publishers attempt to control the _____ problem by maintaining a reasonable balance of editorial pages to advertising.

According to 2012 figures,the age group most likely to have read yesterday's printed newspaper is:

Which of the following is an example of a trade journal?

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 primary research method of the NADbank is:

Most consumers rely heavily on _____ not only for news,information,and entertainment,but also for the advertising it contains.

All of the following may result in additional costs for a magazine advertisement EXCEPT:

Which of the following statements about the use of colour in magazine advertising is true?

Based on the circulation figures of 2012-13,what is the major U.S.based magazine in Canada?

Which of the following would NOT affect the cost of advertising in a consumer magazine?

A magazine such as Farm Journal is an example of a _____ while a publications such as National Hog Farmer is a:

Which of the following is a disadvantage associated with advertising in magazines?

______ in reaching specific target audiences is available in magazines on the basis of demographics,geographic area,lifestyle and interests.

The cost of advertising space in magazines is primarily a function of:

A company that manufactures ski boots might prefer to advertise in specialized publications such as Ski or Skiing rather than general interest magazines and sports magazines such as Sports Illustrated because of:

Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true?

Which of the following statements about clutter in magazine advertising is true?

Which of the following statements about newspapers and magazines as advertising media vehicles is TRUE?

Why are farm publications not classified with business publications?

Which of the following would Canadian Advertising Rates and Data (CARD)classify as a general business magazine?

_____ newspapers originate in small towns or suburbs and usually focus on news,sports,and events relevant to a local area or community.

Magazine publishers attempt to control the _____ problem by maintaining a reasonable balance of editorial pages to advertising.

According to 2012 figures,the age group most likely to have read yesterday's printed newspaper is:

Which of the following is an example of a trade journal?

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