Deck 7: Print Media

Question 1

A _____ is a promotional medium that includes an incentive to purchase a product or service in the form of a specialized price reduction.

A)Syndication mailing
B)Coupons
C)Peeloff cards
D)Bingo Cards

Answer 1

B

Question 2

_____ are related to stuffers but offer the additional advantage of arriving when the recipient has just made a purchase.

A)Reply Cards
B)Quality Stuffers
C)Statements
D)Package Inserts

Answer 2

D

Question 3

Of all the media used by direct marketers, ________ remains an important one, relying on databases to most effectively reach market segments

A)Internet
B)Catalogs
C)Direct Mail
D)Coupons

Answer 3

C

Question 4

Key advantages of newspapers for direct response advertisers include ________ and relatively fast response.

A)short closing dates
B)longevity
C)selectivity
D)personalization

Question 5

The characteristics of Sunday supplements include large circulation, flexibility and relatively _____ costs.

A)high
B)average
C)low
D)predetermined

Question 6

Which of the following is not one of the five major categories of magazines?

A)Women's Service
B)Shelter
C)General Mass
D)Health

Question 7

_____ mailings provide participants with opportunities to reduce mailing cost in reaching common prospects.

A)Commercial
B)Response
C)Direct
D)Cooperative

Question 8

Fishing Today, The Plate Collector and Modern Bride Magazine are all examples of _____magazines.

A)general mass
B)women's service
C)shelter
D)special interest

Question 9

Which of the following factors do not have an influence on the cost of magazine advertising?

A)Whether the ad is in color or blackandwhite.
B)Whether the ink bleeds off the edges of the page.
C)The use of test market selections.
D)All of the above have an influence on magazine cost.

Question 10

A _____ is an insert or page of a magazine that is created by the publisher to provide a numeric listing of advertisers.

A)infopage
B)bingo card
C)bindin
D)tearout

Question 11

An advertisement that is normally positioned at the will of the newspaper is a _____ ad.

A)preprinted
B)Sunday
C)weekly
D)runofpaper

Question 12

Marketers are able to select specific types of readers by choosing the placement of direct response advertisements within the newspaper in all of the following sections except:

A)sports
B)business section
C)classified
D)All of the above offer placement selection

Question 13

The placement of a funeral service inquiry ad adjacent to the obituaries is an example of _____.

A)timing
B)positioning
C)emotional appeal
D)segmentation

Question 14

Star Supermarkets want to place direct response ads containing coupons in the local newspaper. According to your text, which days would you recommend for ad placement?

A)Mondays and Tuesdays
B)Tuesdays and Wednesdays
C)Wednesdays and Thursdays
D)Thursdays and Fridays

Question 15

Since newspapers do not have the degree of selectivity most newspaper advertising messages are kept_____.

A)segmented
B)targeted
C)generic
D)boring

Question 16

The ________ is the most important element of a direct response print advertisement.

A)headline
B)body copy
C)response device
D)insert

Question 17

Direct mail costs usually include _______.

A)postage fees
B)computer processing
C)creative
D)all of the above

Question 18

According to your text, ______________ are not one of the frequent users of coupons as a promotional medium.

A)health products
B)grocery stores
C)pharmaceuticals
D)beauty care products

Question 19

The typical response from takeone rack inserts is relatively _____, and the distribution within a single rack is _______.

A)low/high
B)high/low
C)low/low
D)high/high

Question 20

______________ is not among the disadvantages of magazines for direct
Marketers.

A)Space allocation
B)Closing dates
C)Cost per thousand
D)Staggered Distribution

Question 21

Magazine direct response copy starts with a request for action and ends with benefits.

Question 22

Of all the media available for direct response advertising, direct mail can be the most selective and offers the most potential for personalization.

Question 23

Catalogs have become less vital and are not a useful productive format for direct response advertising.

Question 24

Direct mail is relatively inexpensive compared to other forms of direct marketing.

Question 25

Postcards are the most read type of direct mail.

Question 26

ROP advertisements commonly have higher rates in newspaper advertising.

Question 27

An Ad Note is a small sticker that is placed on the front page of the newspaper that can be peeled off without damaging the newspaper

Question 28

Because magazines usually come out periodically - weekly, monthly, quarterly - they enjoy a relatively short life.

Question 29

Newspapers, unlike magazines, do not present a major medium for distribution of printed direct response advertising.

Question 30

Preprinted inserts run typically in Sunday editions or on Wednesday or Thursday mornings.