Deck 11: Using Magazines

Question 1

By providing Web versions, magazine can:

A)reduce the cost of a magazine subscription.
B)increase loyalty among readers.
C)reduce the stress of media buyers.
D)reduce the number of magazines that must be printed.
E)guarantee an increase in profits with little effort.

Answer 1

B

Question 2

An analysis of the teen market would lead you to which of the following conclusions?

A)The reading habits of teen girls and boys are identical.
B)Teen boys and girls differ in the time spent reading and what they read.
C)What teen girls and boys read is similar.
D)Teen boys and girls spend a similar amount of time reading.
E)Teen boys read far more than do teen girls.

Answer 2

B

Question 3

Which of the following characteristics would make you hesitate to buy advertising in a magazine when you are planning to introduce a new product in a timely fashion?

A)long lead time
B)extended growth of the medium
C)range and number of specialized vehicles available
D)the portability of the magazine
E)poor social image of most magazines

Answer 3

A

Question 4

What is the approximate percentage of consumer magazines sold over the newsstand versus by subscription?

A)50/50
B)40/60
C)30/70
D)20/80
E)10/90

Question 5

Which is NOT a characteristic of nineteenth-century magazines?

A)carried much advertising
B)carried little advertising
C)sold at a high price
D)targeted to audiences interested in religion, politics, and literature
E)depended on readers for revenue

Question 6

What occurred in the 1950s that prompted magazines to market themselves as a specialized medium that reached targeted prospects in the more general U.S. population?

A)The Yankees started becoming a dynasty.
B)Marilyn Monroe became a media darling.
C)Television became a national advertising medium.
D)Dick Clark created American Bandstand.
E)Radio's listenership had started to fall.

Question 7

Magazines enjoy a unique position in advertising media for all of the following reasons EXCEPT:

A)have a long life.
B)are portable.
C)are passed along to other readers.
D)handle breaking news.
E)can be viewed as reference materials, kept, and reviewed.

Question 8

By offering regional and/or demographic editions, a magazine:

A)provides even greater targeting, and opportunities for less-than-national advertisers.
B)makes it more difficult for national advertisers to target readers.
C)reduces the playing field for the competition, especially radio.
D)ensures its profit margin will increase.
E)reduces overall costs with only a slight reduction in total advertising billings.

Question 9

Effective use of graphics and other visuals by magazines:

A)minimizes the effect of the intended message.
B)narrows the target for their message.
C)enhances brand awareness.
D)narrows topic coverage.
E)distracts and reduces the impact of a message.

Question 10

Because of large numbers of specialized magazines, it is difficult for an advertiser:

A)to find a single magazine that reaches a majority of the market segment.
B)to find magazines that cater to the targeted audience.
C)to justify placement that enhances brand awareness based on its design and use of graphics.
D)to reach a single selected niche.
E)to break through the clutter.

Question 11

Using figures from 2008 as an indicator, what is the likely percentage range of total advertising dollars to be spent on U.S. magazine placements over the next few years?

A)1 to 2 percent
B)4 to 7 percent
C)8 to 12 percent
D)12 to 16 percent
E)17 to 21 percent

Question 12

Who "developed the magical possibilities of national advertising, and demonstrated more clearly than anyone else that you could lose millions of dollars on your circulation by selling at a low price yet make more millions out of your advertising"?

A)Oprah Winfrey
B)Frank Munsey
C)S. S. McClure
D)Cyrus H. Curtis
E)Edward Bok

Question 13

Which of the following is NOT a concern for magazines?

A)postage and distribution costs
B)concentration of advertisers
C)rate of redemption of coupons in them
D)marketing costs
E)increases in advertiser discounting

Question 14

Based on 2008 TNS Media Intelligence data, which of the following types of businesses were NOT among the "Top 10 Magazine Advertisers Ranked by Measured Spending"?

A)package-goods
B)media
C)insurance companies
D)automobile manufacturers
E)pharmaceutical

Question 15

Challenges that consumer magazines are encountering include all of the following EXCEPT:

A)declining gross revenues.
B)rising cost of paper.
C)greater delivery expenses.
D)greater marketing expenses.
E)need to discount subscriptions.

Question 16

Publishers introduce new magazines covering topics as diverse as aviation, competitive swimming, and shopping. Each week, more than how many new magazines are published?

A)5
B)10
C)15
D)20
E)25

Question 17

Which media face similar challenges and opportunities to those faced by magazines?

A)direct mail
B)cable TV
C)radio
D)outdoor advertising
E)trade shows

Question 18

To have any hope for success in introducing a new magazine, you must introduce:

A)one with narrow editorial interest and audience segments.
B)one that appeals to the general public nationwide.
C)one that is loaded with classified advertising.
D)one with an oversized format.
E)one with a catalog format.

Question 19

In the United States, above all, the range and number of specialized magazines offer advertisers opportunities to:

A)reach readers with desires for lavish lifestyles.
B)reach readers with limited interests.
C)reach readers with generic demographics.
D)reach readers with narrowly defined targeted audiences.
E)reach readers with concerns about having a portable medium.

Question 20

Because the growth in audiences for magazines generally hasn't kept pace with increases in advertising rates, magazines are:

A)less efficient in delivering their product on time.
B)more likely to reduce the number of issues published in a year.
C)among the most expensive on a per prospect basis.
D)giving away free samples to boost subscriptions.
E)always looking for ways to discount subscription prices.

Question 21

The basic or open rate for a magazine ad is:

A)the point from which all rebates are taken.
B)derived by looking at the volume or frequency of insertions.
C)the one-time, full-page rate of publication.
D)the basis for the short sale.
E)the lowest rate available to high volume advertisers.

Question 22

After advertisers choose the magazines that best serves their marketing goals, which of the following must they then decide for the advertising?

A)position
B)size
C)color
D)placement
E)cost of space

Question 23

After a media planner is satisfied a magazine can successfully perform the required communication task, the next question is:

A)What is the shelf life of the magazine ad?
B)Can it reach the specific targeted audience?
C)What are the demographic editions?
D)How will the creative be just right and stimulate high levels of audience involvement?
E)What will be the short rate if the number of advertisements is later reduced?

Question 24

When magazine readers indicate they save their copies and refer to them later, or that they often read magazines in a doctor's office, which magazine characteristic is demonstrated?

A)long life and creative options
B)durability
C)engagement
D)audience selectivity
E)intangibility

Question 25

Which of the following is NOT a characteristic of an online magazine?

A)may or may not be advertiser supported
B)avoids any cross-mediator multiplatform tie-in opportunities
C)designed to be a value-added feature for advertisers
D)extends the audience reach of the core magazine to online readers
E)builds brand loyalty for the magazine among readers

Question 26

One of the main disadvantages of partial-run type editions is:

A)expensive CPM levels compared to full-run advertising in the same publication.
B)support it provides dealers or special offers from one locale to another.
C)allowing national advertisers to develop better relationships with retailers by listing regional outlets.
D)ability to test specific ad elements in a realistic environment before going national.
E)its inability to help improve the copy of the ad.

Question 27

A standard size page in most magazines is:

A)4 x 6 inches.
B)11 x 14 inches.
C)8 x 10 inches.
D)3 x 5 inches.
E)5 x 7 inches.

Question 28

Characteristics of custom publishing include all of the following EXCEPT:

A)advertiser produced so they control communication environment.
B)still in infant stages of development.
C)even mainline magazine publishers produce them.
D)uses market research to find the best way to talk to buyers of their products.
E)its value in an IMC program.

Question 29

Which of the following is true about increasing the size of an advertisement and its effects on readership?

A)allows for less flexibility in the creative
B)does not increase readership proportionately
C)does increase readership on a one-to-one basis
D)In the short term, impact and recall significantly increase.
E)The larger the ad, the greater expansion of the readership.

Question 30

Magazine merchandising might include all of the following EXCEPT:

A)brand extensions like the Good Housekeeping Seal.
B)delivery of product samples to new mothers in hospitals.
C)trade shows.
D)conferences.
E)cross promotion of a competing magazine.

Question 31

Which of the following characteristics of magazines might discourage a media planner from buying magazine space?

A)poor interaction between vehicle and readers
B)the lack of local, regional, or geographic emphasis
C)the long closing dates as well as the high cost, on a CPM basis
D)the lack of ability to segment markets
E)reduced frequency, despite the lower cost

Question 32

Ultimately media planners judge the effectiveness of a magazine on whether it does the following.

A)stylistically matches the product's brand
B)leads to use of its Web site
C)delivers prime prospects at a competitive cost
D)has a high incidence of doctor and professional subscribers
E)none of the above

Question 33

The fact that Procter & Gamble, the top magazine advertiser in 2008, accounted for about 4% of total advertising revenue in consumer magazines indicates that:

A)marketing costs have increased.
B)postage rates are higher.
C)distribution costs are greater.
D)concentration of advertisers continues.
E)discounting continues to grow.

Question 34

A magazine short rate involves:

A)compensating the advertiser for keeping copy to a minimum.
B)allowing an advertiser to pay for additional page insertions at a lower price than originally agreed upon for each page insertions.
C)an advertiser using less space than originally contracted for the year and being charged an adjustment at a higher-than-contracted rate per page.
D)the premium rate charged for last minute additions of copy.
E)response to unwarranted increases in costs of space.

Question 35

In split-run editions, advertisers can test the effectiveness of:

A)the size of the ad.
B)the headline or illustration.
C)the position in the publication.
D)the size and position of a coupon.
E)the geographic difference.

Question 36

The most common and oldest partial-run edition is the:

A)demographic.
B)geographic.
C)vocational.
D)agricultural.
E)split-run.

Question 37

Which is NOT a reason for advertisers to use multiple-page inserts and spreads?

A)need to show their product in the most favorable light
B)need to show their service in the most favorable light
C)need to have their product appear in a bigger-than-life way
D)need to maintain their noncompetitive position in markets
E)need to tell an in-depth story about brand features

Question 38

Which of the following is NOT an appealing feature of cross-media buys for national advertisers?

A)provides extended reach
B)complementary nature of TV and magazines to reach segments of the general public
C)provides welcomed variety in advertising themes
D)allows for creative executions
E)annoys heavy users of other media

Question 39

After magazine advertising began to experience a downturn in revenues in the 1980s:

A)negotiation for special rates became the common practice among magazines.
B)rates became totally non-negotiable.
C)there was a decline in the number of new magazines.
D)national magazine networks arose and mandated rates.
E)negotiation for special rates were no longer the rule.

Question 40

Which of the following is NOT true about ad design and placement in a magazine?

A)Type style and font size can significantly increase readership.
B)Covers are the most expensive positions in most magazines.
C)Four-color ads are worth the additional cost in terms of attention and readership.
D)Two-color ads fail to add to reader attention levels and are not worth the additional expense.
E)Position doesn't add value to an advertisement.

Question 41

A Web version of a magazine can increase loyalty among readers.

Question 42

In order to stay competitive and adapt to economic pressures, magazines need to adapt necessary changes in the way they produce, distribute, circulate, and accommodate advertising.

Question 43

First and foremost, the advertising message in B2B has to be directed at:

A)its entertainment value.
B)its design and creativity.
C)profitability of the customer.
D)hyping features of the product.
E)the features desired by the end consumer.

Question 44

Successful magazines attract niche readers who represent special value to advertisers.

Question 45

Because of the tone and advertising carried in business publications, which of the following would NOT likely be a reason typical businesspeople would consider them?

A)to monitor the competition
B)to help with marketing strategy for their product category
C)for up-to-date information on trends in their industry
D)for leisurely reading
E)for reference material

Question 46

The Audit Bureau of Circulation (ABC)uses "white sheets" to:

A)offer information about product usage and demographic characteristics of readers.
B)annually audit data provided in the publisher's statements.
C)report circulation figures for six-month periods ending June 30 and December 31.
D)justify its existence.
E)report publishers who have been overstating their circulation numbers.

Question 47

As an advertiser, if you wanted to know about a magazine's readership-in the sense of who the readers are, including pass-along readers, and why they buy particular magazines-you would NOT use research data compiled by:

A)ABC.
B)Mediamark Research Inc. (MRI).
C)Simmons Market Research Bureau (SMRB).
D)Research on Publications (RoP).
E)MNI Business Network.

Question 48

USPS rates for printed material have risen at rates about the rate of inflation.

Question 49

Which of the following is NOT a venture that business publications have undertaken to reach core readers?

A)trade shows
B)auctions
C)event-related publications
D)subscriber list rentals
E)custom publications

Question 50

Magazine specialization is an advantage, but it may also be a disadvantage because a single magazine rarely reaches most of a targeted market segment.

Question 51

Compared to advertisers in consumer magazines, advertisers in business magazines are more interested in:

A)CPMs.
B)reach measures.
C)audience selectivity.
D)frequency.
E)profitability.

Question 52

Magazine selectivity works to the advantage of publishers in terms of their publications having broad-based advertising appeal.

Question 53

The costs of gaining and maintaining readers have continually gone down despite escalating printing costs.

Question 54

Among the following publications, which is NOT considered a trade publication?

A)Women's Wear Daily
B)Industry Week
C)U.S. News & World Report
D)Michigan Food News
E)California Apparel News

Question 55

Advertising pages comprise about 46 percent of consumer magazine content.

Question 56

What became a major force in business marketing since the mid-1990s?

A)channel power
B)cable TV
C)the Internet
D)B2B journals
E)the FED

Question 57

More than two thirds of all U.S. magazines have a circulation of more than 1 million.

Question 58

If a planner and buyer want to ensure an advertisement makes a particular issue of a magazine, they must deliver the ad no later than the:

A)cover date.
B)closing date.
C)on-sale date.
D)agreed-upon date.
E)contract date.

Question 59

Which of the following best describes the current audience for agribusiness advertising?

A)concentration of managers of small farm cooperatives
B)Farm managers have income and education levels well below average of CEOs in other industries.
C)Farm managers have education and income levels that rival those of CEOs of major businesses.
D)have relied for the past 25 years on print advertising rather than broadcast for information
E)rarely will nor do they intend to use the Web

Question 60

Although cross-media buys provide some advantages in terms of lower advertising costs, advertisers need to realize they are largely configured to benefit media companies.

Question 61

A major reason advertisers have trouble accepting their media buyers' recommendations revolves around the definition of readership.

Question 62

Magazines have high selectivity between readers and content that often carries over into the advertising content.

Question 63

ABC issues pink sheets twice a year that provide audited data of the publisher's statements.

Question 64

The longer ________ required by magazines reduce flexibility, including the ability of advertisers to react to fast-changing market conditions.

Question 65

In order to compete better with other media, magazines have instituted ________ advertising, which allows advertisers to submit ads much closer to publication date than the standard-closing date approach allows.

Question 66

Business-to-business advertisers are well advised to avoid puffery that may be common in consumer advertising because of the expertise of readers of business magazines.

Question 67

In contrast to consumer magazine advertisers, business publication advertisers do not view pass-along readership as quite as valuable.

Question 68

The Sunday supplements-Parade and USA Today Weekend-are neither pure magazine nor pure newspaper, rather they are ________, which have huge circulation and general appeal.

Question 69

The major difference between a volume discount and a cross-media discount for advertisers is that in a cross-media buy an advertiser accumulates credit across a number of different vehicles rather than in just a single vehicle.

Question 70

Advertisers may be advised to use Simmons Market Research Bureau over Mediamark Research, Inc. if their target audience is Hispanic because Simmons has a specific subset of Hispanic respondents.

Question 71

A study by Dynamic Logic indicates more than half all consumers say they have a positive attitude toward magazine advertising.

Question 72

A type of multiple-page spread that is attached to a front cover and is normally two or three pages is the ________.

Question 73

Of the two types of magazine networks, the one offered by different publishers that market magazines with similar audience appeal is called a single publisher network.

Question 74

Research indicates larger advertisements deliver greater impact and recall over time.

Question 75

The real challenges for magazine publishers going to the Web are to find ways to make their site profitable for themselves and their advertisers.

Question 76

Magazine space is typically sold by the line, except in the classifieds where it is sold in fractions of a full page.

Question 77

The major advantage of selective binding for subscribers is that they have a custom-made magazine.

Question 78

By including multiple-page inserts in one or a few magazines, an advertiser may actually experience a reduction in reach and frequency gained in a more traditional media plan.

Question 79

Despite the decline in the number of farms and major agribusiness suppliers, the diversity and number of media competing for advertising dollars in the sector have dramatically grown.

Question 80

________ have been established for virtually all media, not just radio and television, providing advertisers a convenient and efficient way to buy multiple vehicles.