Deck 12: Paid Media

Question 1

Which of the following is a magazine-style publication inserted into a newspaper?

A) display advertisement
B) co-op advertisement
C) supplement
D) gatefold
E) circular

Answer 1

C

Question 2

Introduced in the early 1980s,the standard advertising unit makes it possible for ________ to offer advertisers a great deal of choice within a standard format.

A) magazines
B) radio
C) television
D) directories
E) newspapers

Answer 2

E

Question 3

The white space running between the inside edges of the pages of a magazine is known as the ________.

A) gutter
B) byline
C) cover
D) gatefold
E) spread

Answer 3

A

Question 4

________ is the primary method for measuring a newspaper's reach.

A) Audience
B) Readership
C) Showings
D) Circulation
E) Market share

Question 5

Nontraditional delivery of magazines is referred to as ________,meaning the magazine is distributed free to specific audiences.

A) uncontrolled circulation
B) nonmeasured circulation
C) traditional circulation
D) discounted circulation
E) controlled circulation

Question 6

Advertising in magazines is generally ________.

A) broadly targeted
B) highly targeted
C) interactive
D) local
E) reminder

Question 7

What form of newspaper advertising comes from individuals wanting to sell their personal goods?

A) classified
B) display
C) supplements
D) gatefolds
E) co-op

Question 8

Newspapers,magazines,brochures,and other printed surfaces are known as ________ media vehicles.

A) broadcast
B) narrowcast
C) print
D) directional
E) interactive

Question 9

What form of newspaper advertising is the dominant form,can be any size,and can be placed anywhere in the newspaper except the editorial page?

A) classified
B) display
C) supplement
D) gatefold
E) free-standing insert

Question 10

Which of the following is NOT a type of advertising found within the local newspaper?

A) classified
B) display
C) gatefold
D) supplement
E) free-standing insert

Question 11

Which of the following is NOT a main type of business magazine?

A) corporate
B) professional
C) farm
D) consumer
E) industrial

Question 12

A single or double page in a magazine can be broken into a variety of units called ________.

A) gatefolds
B) fractional page space
C) segments
D) standard advertising units
E) cut-outs

Question 13

A ________ is a list of the charges for newspaper advertising space and the discounts given to local advertisers as well as advertisers who make volume buys.

A) rate card
B) take-away
C) give-away
D) media kit
E) sales kit

Question 14

Advertisers who don't care where their ads run in the newspaper pay which rate?

A) co-op rate
B) preferred-position rate
C) run-of-paper (ROP) rate
D) non-preferred rate
E) classified rate

Question 15

A(n)________ is a special advertising page or section in a magazine that looks like regular editorial pages but is identified by the word "advertising" at the top.

A) gatefold
B) house ad
C) advertorial
D) insert
E) supplement

Question 16

Newspapers offer advertisers ________,which allows them to target specific consumer groups.

A) market intermediation
B) market zoning
C) market selectivity
D) direct marketing
E) selective binding

Question 17

A magazine page without outside margins,in which the color extends to the edge of the page,is called a ________.

A) marginless page
B) gatefold
C) double-spread
D) full page
E) bleed

Question 18

An arrangement between a national advertiser and a local retailer whereby the retailer buys the ad and then the manufacturer pays for half or a portion is known as ________.

A) joint advertising
B) co-op advertising
C) run-of-paper advertising (ROP)
D) selective advertising
E) subsidized advertising

Question 19

Normally,the largest unit of ad space that magazines sell is the ________.

A) full-page ad
B) double-page spread
C) gutter spread
D) bleed page
E) nonbleed page

Question 20

Which classification of business magazines presents stories and information about an entire industry?

A) trade papers
B) regional magazines
C) professional magazines
D) vertical publications
E) horizontal publications

Question 21

Which of the following is NOT a national,over-the-air television network in the United States?

A) Entertainment and Sports Programming Network (ESPN)
B) American Broadcasting Company (ABC)
C) Columbia Broadcasting System (CBS)
D) National Broadcasting Company (NBC)
E) Fox Broadcasting

Question 22

Nonprofit radio stations that serve a small market with a reach of three to five miles are known as ________.

A) cable radio
B) public radio
C) AM/FM radio
D) low-power FM
E) Web radio

Question 23

A(n)________ is a group of affiliated stations.

A) radio network
B) national syndicate
C) local network
D) AM network
E) FM network

Question 24

Which technology allows a magazine to print personalized messages on ads or on inserts?

A) selective binding
B) desktop publishing
C) ink-jet imaging
D) one-order, one-bill
E) satellite transmission

Question 25

________ combines information on subscribers kept in a database with a computer program to produce magazines that include special sections for subscribers based on their demographic profiles.

A) Fractional page space
B) Ink-jet imaging
C) Selective binding
D) Desktop publishing
E) Custom publishing

Question 26

Which is the largest category of radio advertising revenues?

A) network
B) national spot
C) local
D) satellite
E) web

Question 27

________ can deliver the same radio stations,regardless of where the listener is in the continental United States.

A) Satellite radio
B) Cable radio
C) Low-power FM
D) AM/FM radio
E) Public radio

Question 28

Commercials set to music are known as ________.

A) musicals
B) lyricals
C) jingles
D) dual-coded
E) PSAs

Question 29

Satellite television is a form of ________ television.

A) syndicated
B) underwritten
C) public
D) subscription
E) sponsorship

Question 30

________ provides audio files downloaded or streaming through a website.

A) Satellite radio
B) Cable radio
C) Low-power FM
D) Web radio
E) Public radio

Question 31

What is the key difference between directory advertising and brand-image advertising?

A) Directory advertising reaches people who already know they have a need for the product or service.
B) Directory advertising provides directions on how to use the product, but brand-image advertising does not.
C) Directory advertising provides interactive maps with directions on how to find the retailer's location.
D) Directory advertising is used in the initial stages of consumer decision making regarding a purchase.
E) Directory advertising is more expensive than brand-image advertising.

Question 32

According to guidelines from the Federal Communications Commission,advertising messages that appear on ________ do not ask for a purchase or make price or quality comparisons.

A) online video
B) on-demand programming
C) independent stations
D) public television
E) subscription television

Question 33

Local television stations that are not affiliated with a network are known as ________.

A) disconnects
B) interconnects
C) spot stations
D) syndicated stations
E) independent stations

Question 34

Which of the following is NOT a type of broadcast radio?

A) public radio
B) satellite radio
C) Web radio
D) AM/FM radio
E) spot radio

Question 35

In which type of radio advertising does an advertiser place an advertisement with an individual station?

A) network
B) spot
C) syndicated
D) AM
E) FM

Question 36

Directory advertising is described as ________ advertising because it tells people where to go to get the product or service they want.

A) primary
B) secondary
C) directional
D) promotional
E) selective

Question 37

WTBS-Atlanta,WGN-Chicago,and WWOR-New York are all independent television stations whose programs are carried by satellite to cable operators; they are known as ________.

A) cable networks
B) superstations
C) broadcast networks
D) affiliates
E) syndicated networks

Question 38

________ relies on listener support and corporate sponsorship for most of its funding.

A) Satellite radio
B) Cable radio
C) Local radio
D) Web radio
E) Public radio

Question 39

The typical radio programming day is divided into five segments called ________.

A) listener groups
B) drive times
C) coverages
D) ratings
E) dayparts

Question 40

Cable News Network (CNN),the Disney Channel,and the Entertainment and Sports Programming Network (ESPN)are known as ________.

A) cable networks
B) superstations
C) broadcast networks
D) affiliates
E) syndicated networks

Question 41

In which type of network television advertising does the advertiser assume the total financial responsibility for producing the program and providing the accompanying commercials?

A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placement

Question 42

For advertisers,video games are primarily a medium to target which of the following groups?

A) females ages 12 to 34
B) males ages 12 to 34
C) females ages 35 to 54
D) males ages 35 to 54
E) adults 55 and older

Question 43

Which type of billboard is normally created onsite and can even be painted on the sides of buildings,roofs,and natural structures,such as the side of a mountain?

A) painted outdoor bulletin
B) printed outdoor bulletin
C) painted outdoor poster
D) printed outdoor poster
E) outdoor extension

Question 44

________ are small ads on other Web pages that lure visitors to move to the advertised site.

A) Superstitials
B) Blogs
C) Minisites
D) Banner ads
E) Pop-ups

Question 45

The cost of outdoor advertising is typically based on a(n)________,which is a traffic count of vehicles passing a particular location during a specified period of time.

A) impression
B) showing
C) resonance
D) reach
E) frequency

Question 46

________ is mounted on the side,rear,or top exteriors of buses,subway cars,or taxis.

A) Interior transit advertising
B) Exterior transit advertising
C) Kiosk advertising
D) Outdoor advertising
E) Mobile advertising

Question 47

Which type of billboard is created by designers,printed in sections,and then shipped to an outdoor advertising company that then applies the sections to the poster panel's face on location?

A) painted bulletin
B) printed bulletin
C) painted poster
D) printed poster
E) cutout

Question 48

________ is seen by people riding inside buses,subway cars,and some taxis.

A) Interior transit advertising
B) Exterior transit advertising
C) Kiosk advertising
D) Outdoor advertising
E) Mobile advertising

Question 49

________ programs can be sold to independent firms and other cable channels to replay as reruns.

A) Syndicated
B) Network
C) Cable
D) Pay-per-view
E) On-demand

Question 50

What technology allows users to record television programs without the hassles of videotape?

A) interactive TV
B) high-definition TV
C) digital video recorders
D) broadband recorders
E) digital enhancers

Question 51

Through innovations in interactivity called ________,viewers are able to participate in online advertising or to manipulate online ads by clicking or rolling over parts of the image.

A) search optimization
B) rich media
C) digital displays
D) social networking
E) micro-blogging

Question 52

In which type of network television advertising does a national advertiser pay for 10,15,20,30,or 60 seconds of commercial time during one or more programs?

A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placements

Question 53

TiVo's capability to let users pause,do instant replays,and begin watching programs even before the recording has finished is known as ________.

A) sweeping
B) zipping
C) time-shifting
D) zapping
E) spotting

Question 54

Using ________,national advertisers buy local advertising on a city-by-city basis from local television stations.

A) independent buys
B) spot buys
C) specialty buys
D) syndicated buys
E) underwriting

Question 55

________ includes advertising on outdoor billboards,buses,posters on walls,telephone booths and shopping kiosks,taxi signs,grocery store carts,blimps,and so forth.

A) Public media
B) Out-of-home media
C) Broadcast media
D) Transit media
E) External media

Question 56

________ refers to billboards along streets and highways,as well as posters in other public locations.

A) Outdoor advertising
B) Public advertising
C) Broadcast advertising
D) Transit advertising
E) Miscellaneous advertising

Question 57

Out-of-home advertising is ________ in that it targets people at specific locations.

A) directional
B) direct
C) indirect
D) situational
E) social

Question 58

Interactive television creates the opportunity for ________ television.

A) addressable
B) high-definition
C) sponsorship
D) 3-D
E) on-demand

Question 59

Movie theaters sell time at the beginning of their film showings for commercials called ________.

A) participations
B) captive showings
C) selective showings
D) trailers
E) sponsorships

Question 60

Which type of television advertising appears in the breaks between programs,which local affiliates sell to advertisers who want to show their ads locally?

A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placements

Question 61

Which type of Internet advertising allows advertisers to market their products on other branded websites without sending people away from the site they are visiting?

A) minisites
B) off-line advertising
C) blogs
D) click-throughs
E) widgets

Question 62

The success of an online ad is measured by ________.

A) showings
B) exposure
C) frequency
D) click-throughs
E) audiences

Question 63

________ is the practice of maximizing the link between topics and brand-related websites in an effort to drive more traffic to a company's site.

A) Search optimization
B) Search placement
C) Key wording
D) Rich media
E) Quick-response coding

Question 64

Newspaper readership is always larger than circulation.

Question 65

________ describes an approach to marketing that uses advertising driven by keywords that consumers use to search for information.

A) Search marketing
B) Search placement
C) Key wording
D) Social marketing
E) Micro-blogging

Question 66

Business magazines target business readers and include trade papers,industrial magazines,and professional magazines.

Question 67

The extra-long,skinny ads running down the right or left side of a website are called ________.

A) skyscrapers
B) borders
C) pop-ups
D) minisites
E) superstitials

Question 68

A horizontal publication deals with a business function that cuts across industries.

Question 69

Selective binding allows a magazine to print personalized messages directly on ads or on inserts.

Question 70

________ are tiny computer programs that allow people to create and insert professional-looking content into their personal websites and onto their TV screens.

A) Widgets
B) Superstitials
C) Banner ads
D) Skyscrapers
E) Minisites

Question 71

National advertisers are not heavy users of newspapers as an advertising medium because each paper has its own size guidelines for ads,making it impossible to prepare one ad that would fit every newspaper.

Question 72

Newspapers are primarily used by advertisers trying to reach a national market.

Question 73

Which type of Internet advertising is thought of as "the Internet's commercial," designed to work like TV ads?

A) minisites
B) superstitials
C) pop-ups
D) banner ads
E) skyscrapers

Question 74

Why is search marketing so effective in reaching consumers?

A) The process minimizes competition.
B) The strategy is rarely used by large companies.
C) Ads are not perceived to be as intrusive as other types of marketing because consumers initiate the search.
D) Search marketing appeals exclusively to Seekers.
E) Search marketing simplifies the purchase process.

Question 75

The two main types of audiences that magazines target are consumer and business audiences.

Question 76

One alternative that allows a national advertiser to pay the local rate is co-op advertising with a local retailer.

Question 77

The dominant form of newspaper advertising is classified advertising.

Question 78

Which type of Internet ads burst open on the computer screen in front of the opening page of the website?

A) skyscrapers
B) pop-ups
C) minisites
D) superstitials
E) banner ads

Question 79

According to a recent study led by the agency Publicis,which of the following formats is the most effective way to deliver video ads?

A) pre-roll
B) click-through
C) ad selector
D) pay-per-click
E) widget

Question 80

Advertisers who don't care where their ads run in the newspaper pay the nonpreferred-position rate (NPR).