Deck 8: Print Media: Newspapers and Magazines

Question 1

Community newspapers are truly an advertising medium for

A) local retailers
B) younger readers
C) business-to-business
D) national advertisers
E) French-Canadians

Answer 1

A

Question 2

The two broad forms of newspaper advertising are

A) full page and fractional
B) contract and open line
C) daily and community
D) display and classified
E) national and retail

Answer 2

D

Question 3

The revenues generated by advertising significantly offset the production and overhead costs of publishing a newspaper. Advertising accounts for approximately ________ of newspaper space.

A) 48%
B) 55%
C) 60%
D) 40%
E) 30%

Answer 3

C

Question 4

Very often ads placed by national advertisers include a hooker. This identifies

A) an unethical issue
B) an additional insert
C) if the article continues on another page
D) local retailers where the product can be purchased
E) it as a classified advertisement

Question 5

The largest circulation of a broadsheet daily newspaper is of

A) The Gazette
B) The Globe and Mail
C) The Toronto Star
D) The National Post
E) The Toronto Sun

Question 6

The key difference between tabloids and broadsheets is

A) amount of advertising
B) size
C) content
D) cost
E) number of sections

Question 7

Flexform refers to an advertisement that

A) is full colour
B) covers two full pages
C) comes as an insert
D) is a centrefold
E) does not conform to normal shapes

Question 8

The percentage of Canadians who visit a daily newspaper website each week is

A) 50
B) 33
C) 5
D) 12
E) 40

Question 9

One of the biggest drawbacks of newspaper advertising is

A) lack of competition
B) its size
C) its short lifespan
D) the expense of an individual newspaper
E) its long lead time

Question 10

Sponsored content in newspaper advertising involves

A) advertising that is subsidized by the newspaper
B) details about a sponsored competition
C) advertising that appears like editorial content
D) advertising that combines the efforts of several competitors

Question 11

Pre-printed inserts are also referred to as

A) broadsheets
B) flexform advertising
C) classified advertising
D) free-standing inserts
E) tabloids

Question 12

Retail advertising involves advertisements in newspapers that

A) outline the brand position of the retailer
B) usually stress sales items and specials
C) offer the merits of the organization
D) compare their convenience factors to competitors

Question 13

Newspapers serve a(n) ________ so they are attractive to local merchants.

A) older market
B) affluent market
C) well-defined geographic area
D) urban market
E) grassroots market

Question 14

The total average daily circulation of Canadian daily newspapers is 5.6 million copies. The total number of Canadian daily newspapers that contribute to that circulation is

A) 55
B) 68
C) 96
D) 110
E) 147

Question 15

An advantage of newspapers is

A) lack of target market orientation
B) picture quality
C) high cost of advertising placement
D) coverage and reach
E) short lifespan

Question 16

The highest-circulation tabloid in Canada is

A) Montreal Gazette
B) Toronto Sun
C) Ottawa Sun
D) Vancouver Province
E) Le Journal de Montréal

Question 17

The term circulation refers to

A) the number of free inserts per issue
B) the number of copies sold per issue
C) the type of advertising included in the print media
D) the number of copies printed per issue
E) the average number of copies distributed per issue

Question 18

Readership data about newspapers is compiled by an industry-sponsored measurement organization called

A) BBM
B) Print Measurement Bureau
C) Canadian Circulation Audit Board
D) NADbank Inc.
E) Audit Bureau of Circulation

Question 19

There are ______ agate lines per inch of depth in most newspapers.

A) 16
B) 14
C) 12
D) 15
E) 24

Question 20

Display advertising is defined as any advertisement

A) that demonstrates a product
B) that appears on the front page banner
C) that appears on the back page
D) that is full page
E) appearing in any part of the publication, excluding the classified section

Question 21

Business magazines can be broadly subdivided into subject areas such as trade, industry, professional, and institutional. Sub-classifications of these general areas would include

A) hotels and restaurants
B) sports and recreation
C) lifestyle
D) health
E) arts and entertainment

Question 22

In terms of content and audience reached, magazine publications fall into two major categories:

A) general interest and special interest
B) consumer and business
C) entertainment and sports
D) horizontal and vertical
E) trade and association

Question 23

Pre-printed insert costs are usually quoted

A) for delivery only
B) with a run of the press agreement
C) the same way as standard advertising rates
D) on a when required basis
E) on a cost per thousand basis

Question 24

The transient rate applies to

A) casual advertisers
B) some sections of the paper
C) community newspaper advertisers
D) inserts
E) volume-discount advertisers

Question 25

The position charge is usually quoted as a percentage increase over the insertion cost. On The Globe and Mail's rate card, a specific page request can add ________ to the cost of insertion

A) 15%
B) 20%
C) 40%
D) 25%
E) 10%

Question 26

A luxury automobile ad placement with paid positioning in the business section of the ?newspaper demonstrates

A) merchandising opportunities
B) editorial support
C) upscale markets
D) more educated markets
E) co-operative advertising

Question 27

Business magazines can be classified as horizontal. This means

A) that they appeal to people at the same level of responsibility
B) they are distributed as part of a newspaper
C) distribution is only in Canada
D) circulation is always the same
E) advertising contracts have to be even

Question 28

Current readership statistics show that daily newspapers reach _____ of adults daily.

A) 40%
B) 55%
C) 30%
D) 75%
E) 80%

Question 29

Among the largest local investors in newspaper advertising are

A) schools and hospitals
B) associations and services
C) retailers and automobile dealers
D) employers and industry
E) municipal and national governments

Question 30

So that advertisers can see how their ad actually appeared, newspapers issue a(n)

A) make good
B) tear sheet
C) split run
D) insertion order
E) CPM

Question 31

Since the circulations and costs of advertising (line rates) vary among newspapers, the advertiser must have a way of comparing the alternatives. To make this comparison, the advertiser may use a standard figure called the

A) position charges
B) multiple page charges
C) line rate
D) cost per thousand (CPM)
E) split runs

Question 32

When advertisers agree to a "run of press," it means that

A) the publisher will decide on black and white or colour
B) the ad may be run as a pre-printed insert
C) ads will be placed in all media that the publisher may own
D) the publisher will run ads when space is available
E) advertisements will be placed at the discretion of the publisher

Question 33

If an advertiser wants to run an ad that is 5 columns x 10 inches deep, the size of the ad in agate lines would be

A) 750 lines
B) 500 lines
C) 700 lines
D) 250 lines
E) 50 lines

Question 34

Colour charges in newspaper ads are normally quoted on

A) the frequency of inserts
B) the type of colours selected
C) the position of ad in the newspaper
D) the basis of spot colour or full colour

Question 35

If an 8-page insert in the Toronto Star has a CPM rate of $10.00, then 421 700 inserts would cost

A) $2 272 500
B) $227.25
C) $42,170
D) $450 000
E) $22 139.25

Question 36

Details of a newspaper ad request are communicated via a(n)

A) insertion order
B) make good
C) tear sheet
D) cost per thousand
E) split run

Question 37

Newspaper readers tend to go through the entire paper suggesting

A) position charges for placement in specific sections is wasteful
B) a high possibility for exposure for advertised products
C) that newspaper readers are scanners
D) newspapers have a long lifespan
E) that the editorial content is equally strong in each section

Question 38

Magazine readership figures are tracked by

A) Alliance for Audited Media
B) Marketing magazine
C) Media Advisor
D) NADbank
E) BBM

Question 39

Other factors that influence the cost of agate line advertising include

A) number of insertions
B) seasonality of advertisement
C) past successes of the advertiser
D) how quickly the advertiser pays their invoices

Question 40

With regard to rate schedules, rates charged by line go down

A) as the size of the advertisements increase
B) if advertisements are spaced apart by set periods of time
C) if the ad is in the same location as before
D) based on the amount of white space in advertisements
E) as the number of lines increases over a specified period

Question 41

Paid circulation refers to

A) subscription sales only
B) trade subscriptions
C) subscriptions and newsstand sales
D) free distribution
E) newsstand sales only

Question 42

A controlled circulation magazine

A) is distributed free to a predetermined target
B) is an insert inside a newspaper
C) appeals to all market segments
D) is also classified as junk mail
E) is restricted by law

Question 43

The primary advantage of magazines is

A) number of ads in a single issue
B) cost
C) frequency
D) target-market selectivity
E) lead time

Question 44

Advertisers purchasing ad space in some of today's national magazines can also advertise on the publication's

A) sister publications
B) back cover
C) special supplements
D) website
E) regional edition

Question 45

The frequency of publication varies from one magazine to another. The most common frequencies are

A) monthly and weekly
B) bi-weekly and quarterly
C) 10 times a year
D) bi-annually
E) bi-monthly

Question 46

Foodservice and Hospitality magazine is an example of

A) a horizontal publication
B) a regional edition
C) a general interest publication
D) a vertical publication
E) a consumer publication

Question 47

In comparison to newspapers, a key disadvantage to magazines is

A) quality of reproduction
B) life span
C) demographic selectivity
D) geographic flexibility
E) frequency

Question 48

Some publications offer some form of geographic flexibility. An example in Canada is

A) Canadian Grocer
B) Canadian Geographic
C) Maclean's
D) Ski Canada
E) Toronto Life

Question 49

Should an advertiser not use all of the estimated space in their contract by the end of the year, the advertiser would have to

A) place more advertisements
B) carry the unused space into the next year's contract
C) pay a penalty
D) pay higher rates the following year
E) pay the magazine based on a short rate

Question 50

When advertisers agree to purchase space in consecutive issues of a magazine they are offered a

A) short rate
B) corporate discount
C) transient rate
D) frequency discount
E) continuity discount

Question 51

A pass-along reader represents a bonus to an advertiser in a magazine at no additional cost. This is

A) split run availability
B) loss of revenue
C) bonus circulation at no additional cost
D) retail advertising
E) an increase in frequency

Question 52

Because of the relative infrequency (in comparison to newspapers) of magazine publications, the advertiser gets the benefit of

A) split runs
B) digest sizing
C) more advertising
D) less costs
E) longevity

Question 53

Obtaining a specific page or section within a magazine is referred to as

A) a space contract
B) a split run
C) obtaining a bleed
D) a position charge
E) preferred position

Question 54

The insertion order date in a magazine is the closing date for

A) ordering space
B) distribution
C) art work
D) production of the advertisement
E) copy

Question 55

One of the disadvantages for advertising in magazines is the

A) expensive distribution
B) long lead times
C) lack of preferred positions
D) ability to change advertising at short notice
E) only option is full colour

Question 56

An example of a vertical publisher is

A) Canadian Business
B) National Post Business
C) ROB magazine
D) Canadian Grocer
E) Profit

Question 57

Advertisers can partially overcome the problem of clutter in magazines by

A) using spot colour
B) placing several ads in the same publication
C) purchasing left side pages
D) using bold stroke cartoons
E) ordering preferred positions

Question 58

A technique in which the coloured background of an ad extends to the edge of the page is called

A) spot colour
B) dull colour
C) a gatefold
D) a placement
E) a bleed

Question 59

A gatefold advertisement in a magazine is one that

A) folds out spanning 2, 3 or 4 pages
B) is the front cover
C) is a preferred position
D) is inside the front cover
E) is an insert

Question 60

Gluing items such as recipe booklets or small catalogues into magazines is known as

A) tipping
B) bleeding
C) gifting
D) gatefolding
E) sampling

Question 61

A hooker, also called a tag, identifies local retailers where the product can be purchased.

Question 62

Community newspapers are typically published on a daily basis highlighting local news.

Question 63

Newspaper readership tends to increase as a person's level of education and income increases.

Question 64

Flexform advertisements are modular agate line advertisements.

Question 65

For advertisers using newspapers or magazines, the addition of a website means they can reach the same audience profile but in a different way.

Question 66

Because of its geographic selectivity, newspaper advertising is useful for national advertisers following a key market media strategy.

Question 67

The actual readership of a magazine may be much greater than its circulation.

Question 68

Broadsheets are flat, with only a vertical centrefold, and resemble an unbound magazine.

Question 69

Circulation is defined as the average number of copies per issue of a publication that are sold by subscription only.

Question 70

The largest daily Canadian newspaper is The Globe and Mail, which has an average ?Monday-to-Friday circulation of 421 700 per day.

Question 71

Publishers have shifted much of their classified advertising from the printed edition to the digital edition.

Question 72

The transient rate for a newspaper ad is a one-time rate or base rate applied to casual advertisers.

Question 73

Community newspapers are generally larger-circulation newspapers published more than once a week and directed at regional audiences.

Question 74

The placing of advertisements anywhere within the regular printed pages of a newspaper is referred to as ROP (run of press, run of paper).

Question 75

There are two broad forms of newspaper advertising: general and retail advertising.

Question 76

The profiles and consumer behaviour characteristics of newspaper readers are compiled by an industry-sponsored measurement organization called Vividata.

Question 77

If an advertiser was trying to reach a business audience at the senior management level, a horizontal publication would be more appropriate than a vertical publication.

Question 78

Tipping refers to the bonus advertisers pay to magazine sales representatives for placing their ad in a desirable position, such as the inside front cover.

Question 79

Newspaper readership is declining largely due to

A) increasing printing costs
B) higher readership of magazines
C) the availability of news information online
D) the bulky nature of newspaper tabloids

Question 80

Quarter-page size advertising is a standardized unit of space.