Exam 12: Print Media

The Hathaway Shirt Company uses most of its media budget to advertise in publications such as Elm Street and Esquire magazines.The company feels that these magazines are very well respected and provide a favourable environment that helps enhance the image of its products.This example demonstrates which advantage of magazines as an advertising medium?

An ad for PEI potatoes is a close-up view of a baked potato covered in sour cream swirls and bacon bits.The swirls extend to the very edge of the page.This ad is an example of a(n):

The high ratio of advertising to editorial content in most magazines causes magazines to have a problem with:

Which of the following does NOT contribute to the reproduction quality of magazine advertising?

One study found that consumers look forward to ads in _____ more than in other media.

The flipside of magazine selectivity is:

An advertiser can obtain a specific position on a newspaper page by paying a _____ rate.

Advertisers who are seeking broad reach and frequency in their media schedules:

When newspapers offer discounts,they are using a(n)_____ structure.

One of the greatest limitations of newspapers as an advertising medium is:

______ provides media planners with reliable figures about the size and distribution of a magazine's circulation that helps the planners evaluate its worth as a media vehicle.

Only publications with ___ percent or more paid circulation are eligible for verification audits.

The Globe and Mail publishes Report on Business magazine monthly,and it is included with the newspaper.This magazine is called a:

Most _____ reach broad and very diverse groups of consumers,which makes it difficult for marketers to focus on narrowly defined market segments.

Marketers can achieve geographic selectivity in magazine advertising by advertising in:

Why do advertising rates in ethnic magazines tend to be lower than in general interest publications?

Which of the following does NOT describe preprinted newspaper inserts?

Process Equipment and Control News is an example of a(n)_____ publication.

The ____ is a market outside of a city whose residents regularly do business within the city.

Floral Management is a publication aimed at providing information to retail florists so they manage their stores more efficiently and more profitably.It is an example of a(n)_____ publication.