Deck 12: Evaluation of Print Media

Question 1

Better Homes & Gardens,Newsweek,and Cosmopolitan are all examples of:

A)general interest consumer magazines
B)demographically-targeted magazines
C)trade publications
D)professional magazines
E)special interest business magazines

Answer 1

A

Question 2

Why are farm publications not classified with business publications?

A)Historically farms have not been perceived as businesses.
B)The number of farm magazines,if added to the number of business magazines,would make the category too large.
C)Farm magazines are a hybrid of consumer and business magazines.
D)The service that did the initial classification of magazines was owned by a farm publication.
E)Federal laws require the breakout of farm magazines because subscriptions to these magazines help to determine farm allowances.

Answer 2

A

Question 3

_____ are often referred to as high-involvement media,because they generally require some attention and effort on the part of the consumer to process the information they provide

A)Newspapers and magazines
B)Newspapers and television
C)Magazines and radio
D)Radio and television
E)Radio and newspapers

Answer 3

A

Question 4

More companies buy advertising _____ than in any other medium.

A)in newspapers
B)in magazines
C)on cable television
D)on radio
E)on network television

Question 5

Nearly two-thirds of all advertising dollars spent in magazines are spent in _____ magazines.

A)consumer
B)international
C)business
D)regional
E)national

Question 6

The primary advertising medium in terms of both ad revenue and number of advertisers is:

A)network television
B)radio
C)magazines
D)newspapers
E)direct mail

Question 7

_____ classifies magazines into three major categories and is the primary reference source for media planners.

A)Standard Rate and Data Service (SRDS)
B)Simmons Market Research Bureau
C)Audit Bureau of Circulations
D)Media Mark Research, Inc.
E)A.C.Nielsen Co.

Question 8

According to Standard Rate and Data Service,magazines can be classified as _____ publications.

A)consumer,farm,and business
B)regional,national,and international
C)agrarian,industrial,and specialized
D)general,specialized,and niche
E)affective,behavioral,and cognitive

Question 9

Major retailers are interested in advertising in college newspapers because:

A)college students are intellectually stimulated by the diversity of advertising that appears in college newspapers
B)these publications contain no advertising
C)it is a way to reach a coveted but elusive target market
D)print media is more effective than electronic media in meeting all target markets including college students
E)government regulations offer subsidies for advertising in these not-for-profit newspapers See opening vignette.

Question 10

What does it mean when the text describes newspapers and magazines as high-involvement media?

A)They have to be acquired outside the home.
B)Unlike network television,they must be actively sought.
C)They are not purchased using routine purchase decision-making techniques.
D)They generally require consumers to expend some time and energy to process the information they provide.
E)They provide connotative meanings to life.

Question 11

A magazine such as Farm Journal is an example of a _____ while a publication such as National Hog Farmer is a _____.

A)general interest farm publication;specialized farm publication
B)specialized farm publication;trade magazine
C)specialized farm publication;general interest farm publication
D)general interest farm publication;special interest consumer magazine
E)general interest business magazine;general interest farm publication

Question 12

The acronym SRDS stands for:

A)Standardized Reading Development Service
B)Standard Rate and Data Service
C)Supplementary Rating and Delivery Standards
D)Sales Rating and Delivery Standards
E)Standard Rating and Delivery Specifications

Question 13

Which of the following statements about newspapers and magazines as advertising media vehicles is true?

A)Newspapers are exclusively a local advertising medium.
B)Newspapers are primarily a local advertising medium but are also used by national advertisers.
C)Magazines are primarily a local advertising medium.
D)Magazines are the primary advertising media in terms of ad revenue and number of advertisers.
E)Because of the difference in media format,there is no competition between broadcast and print media.

Question 14

A magazine can be categorized by:

A)the fact that it is only available by subscription
B)the fact that it is a monthly publication
C)its geographic specialization
D)the topics that are covered in the publication
E)all of the above

Question 15

Which of the following industries spends most of its advertising media budget in magazines since it is prohibited from advertising in broadcast media?

A)beer
B)tobacco
C)lingerie
D)toiletries
E)pharmaceuticals

Question 16

Automobile,electronics and insurance companies are all heavy advertisers in college newspapers because:

A)there are many first-time buyers of these products and services among college students
B)women are more approachable than men using college media advertising
C)many communities have banned outdoor advertising in areas adjacent to colleges
D)cross-media advertising works best when preferred position rates are maximized in college media
E)college students are a major source of pass-along readership See opening vignette.

Question 17

Natural Health,Paintball Sports,and Guns magazine are all examples of:

A)general interest consumer magazines
B)special interest consumer magazines
C)trade publications
D)professional magazines
E)special interest business magazines

Question 18

Avia makes athletic shoes.Avia's marketing research has shown there are a large number of serious runners living in the Pacific Northwest region of the United States.These individuals would be willing to pay over $200 for a good pair of running shoes.To reach this market,the best media option would probably be:

A)regional editions of general interest magazines such as Time or Newsweek
B)the sports section of national newspapers such as USA Today
C)regional editions of general sports magazines such as a Sports Illustrated
D)regional editions of specialty magazines such as Runner's World
E)local television

Question 19

Which of the following statements about newspapers and magazines as advertising media is true?

A)Most magazines and newspapers could survive without advertising revenue.
B)Newspapers are a primary source of shopping information for many consumers.
C)The number of daily newspapers in most cities has been increasing due to a dramatic increase in the amount of readily available advertising revenue.
D)Magazines are not really dependent on advertising revenue since they can charge higher prices for their publications.
E)All of the above statements about newspapers and magazines as advertising media are true.

Question 20

Which of the following statements about the role of magazines and newspapers as advertising media vehicles is true?

A)The advantages and disadvantages associated with the use of either magazines or newspapers as advertising media vehicles are the same.
B)Individual magazines reach a very selective audience and are very valuable for reaching specific types of consumers or market segments.
C)Magazines generate most of their total revenue from advertising.
D)Business magazines generate most of their revenue from subscriptions and single copy sales and are not really dependent on advertising.
E)Both newspapers and magazines are generally considered low-involvement media.

Question 21

Which of the following is an example of a trade magazine?

A)Fortune
B)National Law Review
C)Farm Journal
D)Progressive Grocer
E)Architectural Digest

Question 22

Trade publications are important to advertisers because:

A)they provide information on various industries to readers
B)they provide an effective way to reach consumers who work in specific businesses
C)they provide entertainment to business readers
D)much marketing occurs at the trade level,and these publications are important for reaching decision makers
E)they are a way of boosting membership in labor organizations

Question 23

The fact that most magazines are published for special-interest groups gives them a high degree of:

A)permanence
B)flexibility
C)selectivity
D)reach
E)clutter

Question 24

Buying ad space in regional editions of national magazines:

A)is no longer permissible due to the passage of recent anti-competition legislation
B)can reduce an advertiser's cost per thousand for reaching desired audiences
C)diminishes the value of pass-along readership
D)creates overlapping subscription data
E)is correctly described by none of the above

Question 25

Selectivity in reaching specific target audiences is available in magazines on the basis of:

A)demographics
B)geographic area
C)lifestyle
D)interests
E)all of the above

Question 26

classify as a general business magazine?

A)Forbes
B)Drug Store News
C)Restaurant News
D)Architectural Digest
E)Floral Management magazine

Question 27

A company that manufactures paintball equipment might prefer to advertise in specialized publications such as Paintball Sports magazine rather than general interest magazines and sports magazines such as Sports Illustrated because of:

A)the broader reach of specialized publications
B)the greater audience selectivity of specialized publications
C)fewer ads and less clutter in specialized publications
D)because of the higher degree of pass-along readership
E)the creative flexibility available in specialized magazines and not available in more general-interest publications

Question 28

Magazines like Los Angeles Magazine and Denver are categorized as:

A)demographic publications
B)promotional publications
C)corporate magazines
D)public relations magazines
E)none of the above

Question 29

Which of the following contributes to the reproduction quality of magazine advertising?

A)the high quality of the paper stock used in magazines
B)printing processes that provide excellent reproduction of black and white pictures
C)prevalent use of color in magazine ads
D)ability to reproduce pictures with colors that are replicas of the originals
E)all of the above

Question 30

The Top Line is a Canadian publication targeted to high school teens.It offers Canadian advertisers _____ selectivity.

A)demographic
B)psychographic
C)lifestyle
D)affective
E)behavioral

Question 31

Marketers can achieve geographic selectivity in magazine advertising by using:

A)magazines edited for and targeted toward particular regions,cities,or areas
B)national editions of major magazines that cover the entire country
C)general-interest business publications
D)magazines targeted to adults
E)any of the above

Question 32

Selectivity,reproduction quality,creative flexibility,and prestige are all potential advantages of which advertising medium?

A)place-based media
B)magazines
C)local radio
D)billboards
E)local newspapers

Question 33

Magazines like In Touch and Life & Style offer advertisers _____ selectivity.

A)geographic,demographic,and lifestyle
B)behavioral and geographic
C)only demographic
D)demographic and psychographic
E)only behavioral See IMC Perspective 12-1.

Question 34

_____ publication.

A)general business
B)trade
C)professional
D)industrial
E)consumer-oriented

Question 35

_____ publication.

A)general business
B)trade
C)professional
D)industrial
E)consumer-oriented

Question 36

Celebrity magazine industry publishers wonder:

A)how long Americans' appetite for celebrity gossip will continue.
B)whether male and female teenagers are equally hard to reach with any type of print media
C)whether female teenagers can be reached through magazines
D)how long Brittany Spears will subsidize their industry
E)how many children with Brad and Angelina adopt See IMC Perspective 12-1.

Question 37

Advertisers who want to achieve geographic selectivity in their magazine media schedule can do so by advertising in:

A)magazines like Chicago and Nashville
B)special-interest farm publications
C)trade publications
D)international editions of magazines only
E)general-interest farm magazines

Question 38

One of the primary advantages of using magazines as an advertising medium is their:

A)selectivity
B)low clutter level
C)limited reach and frequency
D)low absolute costs
E)long lead time

Question 39

Modern Maturity,YM,and Seventeen are all magazines that offer advertisers _____ selectivity.

A)demographic
B)geographic
C)lifestyle
D)affective
E)behavioral

Question 40

The magazine The Georgia Peace Officer is targeted to everyone in law enforcement in the State of Georgia.As a medium,this magazine offers a manufacturer of bullet-proof vests a high degree of:

A)permanence
B)flexibility
C)selectivity
D)reach
E)clutter

Question 41

Janome manufactures sewing machines.In an issue of Home Companion,Janome purchased the bottom quarter ad space on three successive pages to advertise the winter clearance sale on different models sewing machines at Janome authorized dealers.Janome used _____ to attract reader's attention.

A)gatefold
B)bleed page
C)creative space buys
D)overrun
E)total page ad

Question 42

Magazine advertisements that extend to the end of the page rather than leaving a margin around the ad are called:

A)gatefolds
B)bleed pages
C)maximum coverage ads
D)overruns
E)total page ads

Question 43

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

A)geographic selectivity
B)creative flexibility
C)prestige
D)permanence
E)costs

Question 44

Critics of printaculars argue they:

A)limit the creative flexibility of print media
B)alter the appearance and feel of a magazine and the reader's relationship to it
C)are not used enough to be considered a separate advertising category
D)result in horizontal promotional conflict among advertisers
E)hinder the evaluation of the overall benefits of a media

Question 45

The advertising manager for a fashionable,upscale women's clothing line is concerned over an ad agency recommendation to run ads for the brand in People magazine.She thinks the editorial environment of the magazine may not be appropriate to the high fashion and trendy positioning strategy being used for the brand.This reflects concern over what specific aspect of magazine advertising?

A)permanence
B)creative options
C)prestige of the publication
D)reproduction quality
E)costs

Question 46

A company that manufactures a new software system for eliminating SPAM wants a creative magazine ad that will attract attention and increase the likelihood of the ad being read.The company can use:

A)overruns
B)pop-outs
C)gatefolds
D)churchfolds
E)content placement ads

Question 47

You won't find Armani advertising its new line of men's toiletries in just any men's magazine.The company is striving to position its new line of toiletries as a product for the man with discerning tastes who only buys the finest products.In selecting a print medium in which to run an ad for this new product,Armani would probably be most concerned with the publication's:

A)permanence
B)pass-along-readership
C)prestige
D)reproduction quality
E)costs

Question 48

Consumers are generally receptive to advertising in magazines because:

A)the ads are relevant to them and can be of value in making a purchase decision
B)ads in magazines are intrusive and cannot be easily ignored
C)magazines are a low-involvement medium
D)most magazines do not contain many ads,and thus,clutter is not a problem
E)of all of the above reasons

Question 49

Brut Champagne ran an ad in Esquire magazine featuring a cardboard replica of a champagne bottle that pops up when the magazine is opened to that page. This is an example of a(n):
A) action page
B) gatefold
C) multisensory ad
D) printacular
E) run-of-page ad

A)action page
B)gatefold
C)multisensory ad
D)printacular
E)run-of-page ad

Question 50

Which of the following statements provides a reason why consumers are more receptive to magazine advertising than to television advertising?

A)Unlike television ads,magazine ads are intrusive and not easy to ignore.
B)Consumers generally choose to purchase a magazine because they are interested in the content and ads are additional information relevant to the issue or topic area.
C)There are not many ads in most magazines,so they do not bother consumers.
D)Because more creative options are available for magazines than for television advertising,magazine ads are more interesting.
E)Magazine advertising does not provide the psychographic or demographic selectivity that television does.

Question 51

An ad for California Almonds is a close-up view of a swirl of white and milk chocolate topped with sliced almonds. The chocolate swirls extend to the very edge of the page. This ad is an example of a(n):

A) gatefold
B) bleed page
C) maximum coverage ad
D) overrun
E) total page ad

Question 52

Novell makes security systems for computer networks. One system it offers recognizes users' fingerprints. An ad for Novell products shows a thumb with the words "Access Granted" painted on it. The blue background behind the thumb extends to the very edge of the page. This ad is an example of a(n): A. gatefold
B) bleed page
C) maximum coverage ad
D) overrun
E) total page ad

Question 53

Bob Wilkes shoes horses for a living.He has a large list of customers who often ask him for unusual features such as "Is there any sort of shock absorbers available for horses?" To answer these questions,he subscribes to American Farriers Journal and stores all of his previous issues so he can use them as reference material.The way Wilkes uses this publication demonstrates which advantage of magazines as an advertising medium?

A)geographic selectivity
B)creative flexibility
C)prestige
D)permanence
E)services

Question 54

The inside front cover of the Business 2.0 magazine opens up to reveal a large advertising spread on the Cadillac Escalade. This ad is an example of a(n):
A) bleed page
B) printacular
C) gatefold
D) page manipulator
E) overrun

A)bleed page
B)printacular
C)gatefold
D)page manipulator
E)overrun

Question 55

Studies by the magazine industry have found:

A)magazine readers are less likely to attend to and recall ads than are television viewers
B)most consumers dislike magazine ads because they are intrusive and difficult to ignore
C)magazines are consumers' primary source of information for many products and services
D)consumers are less receptive to advertising in magazines than in any other medium
E)consumers are more likely to recall newspaper ads than magazine ads

Question 56

Gatefolds,bleed pages,inserts,and creative space buys are ways of increasing:

A)the cost efficiency of magazines
B)the geographic flexibility of magazines
C)the selectivity of magazines
D)the creativity of magazine ads and their ability to attract readers' attention
E)all of the above

Question 57

Ads in magazines that utilize pop-ups,heavy inserts,talking ads or other techniques to attract readers' attention are sometimes referred to as:

A)multisensory ads
B)enhanced advertising pages
C)printaculars
D)fine-tuned sensory interceptors (FSIs)
E)distractors

Question 58

Which of the following statements about advertisers' use of techniques such as pop-ups,talking ads,heavy inserts and other methods to attract readers' attention is true?

A)They are viewed as a way of breaking through the clutter created by the large number of ads in many magazines.
B)Many advertisers are critical of their use and do not want to run regular ads that have to compete against them for readers' attention.
C)They are not accepted by everyone in the advertising and publishing industry as a viable way of breaking through the advertising clutter in magazines.
D)Some critics argue that they alter the feel of a magazine and the readers' relationship to it.
E)All of the above statements about advertisers' use of techniques such as pop-ups,talking ads,heavy inserts,and other methods to attract readers' attention are true.

Question 59

The use of a third page that folds out to create an extra large advertising spread in a magazine is called a(n):

A) bleed page
B) printacular
C) gatefold
D) page manipulator
E) overrun

Question 60

Cal O'Hanlon,an avid skier,takes a weeklong ski vacation every winter.To help plan his vacation,O'Hanlon keeps all of the past issues of Skiing magazine he has received so he can consult them as he makes his selection of a ski resort.O'Hanlon 's use of the magazines in this way demonstrates which advantage of magazines as an advertising medium?

A)geographic selectivity
B)creative flexibility
C)prestige
D)permanence
E)services

Question 61

Which of the following is a disadvantage inherent in advertising in magazines?

A)lack of geographic selectivity
B)lack of demographic selectivity
C)poor reproduction quality
D)long lead times
E)low publication prestige

Question 62

Which of the following is one of the disadvantages associated with the use of magazines as an advertising medium?

A)low receptivity to advertising by readers
B)low demographic selectivity
C)thin penetration of most individual magazines
D)long reading life and permanence of publication
E)difficulty associated with the processing of complex messages in magazines

Question 63

Which of the following is a disadvantage associated with advertising in magazines?

A)lack of permanence
B)lack of prestige
C)lack of consumer receptivity to ads
D)limited reach and frequency
E)no creative flexibility

Question 64

Many business magazines are sent free to individuals a publisher thinks are appropriate members of a target audience and can influence purchases for products and services advertised in the publication.This is known as _____ basis.

A)primary circulation
B)guaranteed circulation
C)free circulation
D)circulation verification
E)controlled circulation

Question 65

_____ test is a service offered by magazines where two or more versions of an ad are run in alternate copies of a particular issue of a publication.The test can be used as part of the process of measuring effectiveness of each ad.

A)split run test
B)inquiry test
C)Starch test
D)Gallup Robinson impact test
E)day-after-recall test

Question 66

Which of the following statements about the reach and frequency of consumer magazines is true?

A)Popular consumer magazines have broad reach and frequency.
B)While a high percentage of adults in the U.S.read one or more magazines,the percentage reading any individual publication is quite low.
C)Using multiple ads in the same issue of a magazine is a viable way of increasing the reach of the publication.
D)Advertisers seeking broad reach through the use of magazines cannot accomplish this goal by making media buys in a number of different publications.
E)All of the above statements about the reach and frequency of consumer magazines are true.

Question 67

_____ is the number of magazine copies distributed to original subscribers or purchasers.

A)Primary circulation
B)Total circulation
C)Primary readership
D)Guaranteed circulation
E)Basic readership

Question 68

Imagine a smokeless tobacco company has hired a NASCAR driver to be its advertising spokesperson.If a news release revealed the driver was just found to be suffering from mouth and throat cancer could cause a serious marketing problem,and the organization had already negotiated with several magazines to run these ads.Which characteristic of magazines would be the major source of the problem?

A)clutter
B)lack of publication permanence
C)loss of publication prestige
D)limited reach and frequency
E)long lead time

Question 69

When magazines set advertising rates based on a set average circulation figure delivered by the publication but do not guarantee a rebate if they fail to meet it they are using:

A)guaranteed circulation
B)circulation verification
C)pass-along circulation rates
D)a circulation rate base system
E)a rebate system

Question 70

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

A)clutter
B)limited frequency
C)long lead times
D)high costs
E)none of the above

Question 71

_____ verifies the circulation of consumer magazines and farm publications.

A)The Audit Bureau of Circulations
B)Business Publications Audit
C)Standard Rate and Data Service
D)Simmons Market Research Bureau
E)Mediamark Research,Inc.

Question 72

Aprilee Lindsey read the April issue of Farm Journal magazine when she visited her parents in North Dakota and was entranced with an ad for John Deere garden tractors,which featured toddlers dressed in overalls and straw hats.When she got home to Alabama and looked for the same ad in her April issue of Farm Journal,she found the ad for John Deere Garden tractors.This ad listed 25 reasons for buying a John Deere brand tractor and had no illustration.What is the simplest explanation for finding two completely different ads in the same issue of a magazine?

A)The magazine is a regional publication.
B)The magazine uses demographics such as educational levels to target its reading audience.
C)John Deere purchased a split run.
D)John Deere could only afford a printacular ad in a portion of the market reached by the magazine.
E)John Deere was taking part in a Gallup Robinson impact test.

Question 73

Many publications base their rates on _____ and give refunds to advertisers if the number of delivered magazines is below that quantity.

A)total circulation
B)primary circulation
C)guaranteed circulation
D)circulation verification
E)rebate circulation

Question 74

In purchasing advertising space in magazines,media planners will focus primarily on the:

A)lead time for placing ads
B)absolute costs
C)cost of the advertising space relative to the size and composition of the audience reached
D)preproduction and production costs
E)circulation of the publication

Question 75

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

A)find magazines very effective since individual publications reach a very broad target audience
B)can use monthly magazines to easily obtain desired frequency
C)must purchase space in a number of different magazines since most publications have thin penetration of households
D)need to advertise repeatedly in the same magazine
E)will find broad reach and frequency an easy goal to accomplish with magazines

Question 76

______ 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.

A)Simmons Market Research Bureau
B)Standard Rate and Data Service
C)A circulation verification service
D)Mediamark Research,Inc.
E)None of the above

Question 77

The advertising agency for Sony Electronics has prepared two print ads for the company's new DVD.Ad A uses a straightforward informational appeal,which discusses the DVD player's features while ad B is an image ad that promotes the overall quality of the player.The purpose of both ads is to encourage readers to send in a card or call a toll-free number to request more information about Sony's DVD player and other products.To get some idea of which ad might work best and should be used in the national campaign Sony could:

A)conduct a split run test where one of the ads is placed in Stereo Review magazine and the other is placed in Time
B)conduct a split run test where one of the ads is placed in Stereo Review magazine and the other is placed in a major newspaper
C)make a cross media buy that includes both newspapers and magazines
D)conduct a split run test where both ads are printed in alternate copies of the same issue of a magazine and then measure which one generates more inquiries
E)any of the above

Question 78

Clutter is viewed as less of a problem for magazines than radio or television because:

A)consumers tend to be less receptive to print advertising than they are to broadcast advertising
B)consumers have been trained to expect more ad messages than they can decode
C)exposure to magazine ads is easier to control as the consumer can simply turn a page if uninterested in an ad
D)print ads are always more creative and interesting than television ads
E)print ads come in different sizes and colors,which can mask the feeling of clutter

Question 79

Which of the following statements about clutter in magazine advertising is true?

A)Clutter is not really a problem at all in magazine advertising.
B)Most magazines devote less than 30 percent of their pages to advertising so clutter is a controlled problem.
C)The clutter problem for a magazine increases as they become more successful since they attract more ad pages.
D)Most magazines are not concerned about the clutter problem since there is usually no other way for advertisers to reach the market they serve.
E)Clutter is a more serious issue for magazines than it is for either television or radio.

Question 80

Advertising rate structures are generally based on:

A)pass-along readers
B)primary readers and pass-along readers with both weighted equally
C)verifiable circulation figures
D)total readership estimates
E)none of the above