Deck 10: Evaluation of Print Media

Question 1

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

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

Answer 1

A

Question 2

According to SDRS's classification of magazines,_____ magazines are bought by the general public for information and/or entertainment.

A)niche
B)consumer
C)business
D)national
E)farm

Answer 2

B

Question 3

Why are farm publications not classified with business publications?

A)Because historically farms were not perceived as businesses.
B)Because adding up farm magazines with business magazines would make the category too large.
C)Because farm magazines are a hybrid of consumer and business magazines.
D)Because the service that did the initial classification of magazines was owned by a farm publication.
E)Because federal laws require the breakout of farm magazines because subscriptions to these magazines help to determine farm allowances.

Answer 3

A

Question 4

Which of the following does Standard Rate and Data Service (SRDS)classify as a general business magazine?

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

Question 5

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 6

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.

Question 7

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 8

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)Special-interest 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 9

_____ 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 that they provide.

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

Question 10

_____ magazines assemble consumers with similar lifestyles or interests and offer marketers an efficient way to reach these people with little wasted coverage or circulation.

A)Niche
B)General interest consumer
C)International
D)Cultural
E)Special-interest consumer

Question 11

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)In order for newspapers and magazines to be read by a large audience,the print media should include lots of advertisements.

Question 12

According to Standard Rate and Data Service (SRDS),magazines can be classified as:

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

Question 13

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 14

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 15

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 16

Offshore is a publication that provides information on world trends and technology to offshore oil and gas operations.This is an example of a(n)_____ publication.

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

Question 17

Floral Management is a publication aimed at providing information to retail florists so they can manage their stores more efficiently and profitably.This is an example of a(n)_____ publication.

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

Question 18

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 19

Avia makes athletic shoes.Its 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 20

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 21

The inside 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.

Question 22

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 23

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)magazines targeted specifically to men and women.

Question 24

Business 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)they provide an efficient way of reaching the specific types of individuals who constitute their target market.
E)they are a way of boosting membership in labor organizations.

Question 25

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 26

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.

Question 27

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 28

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 29

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)can eradicate the problem of clutter.

Question 30

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 31

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)distracters.

Question 32

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 that are not available in general-interest publications.

Question 33

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 34

Novell makes security systems for computer networks.Recognizing user fingerprints is of its offerings.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 35

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

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

Question 36

Critics argue that printaculars:

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 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

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

A)Place-based media
B)Magazines
C)Local radio
D)Billboards
E)Local newspapers

Question 39

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)decreasing ad clutter in magazines.

Question 40

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 41

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)For a broad-reach strategy,magazines should be used in conjunction with other media.
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)Advertisers who are seeking broad reach and frequency in their media schedules must use monthly magazines in order to obtain desired frequency.

Question 42

_____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine.

A)Split runs
B)Selective binding
C)Cross media binding
D)Controlled circulation
E)Desk top publishing

Question 43

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.While selecting a print medium to run an ad for this new product,Armani would be most concerned with the publication's:

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

Question 44

_____ is a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence.

A)Split run
B)Over run
C)Gatefold
D)Printacular
E)Selective binding

Question 45

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 46

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 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 47

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 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 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 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 its very short lead time.

Question 49

Which of the following processes makes it possible to personalize an advertising message?

A)Cross-market transaction
B)Ink-jet imaging
C)Cross media binding
D)Controlled circulation
E)Desk top publishing

Question 50

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 51

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 of the following advantages of magazines as an advertising medium?

A)Services
B)Permanence
C)Prestige
D)Creative flexibility
E)Geographic selectivity

Question 52

The advertising agency of 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 idea about which ad might work best and should be used in the national campaign,Sony can:

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)use bleed pages for the two ads and publish them in various magazines.

Question 53

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

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

Question 54

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 of the following advantages of magazines?

A)Geographic selectivity
B)Creative flexibility
C)Prestige
D)Permanence
E)Services

Question 55

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 56

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 of the following advantages of magazines as an advertising medium?

A)Geographic selectivity
B)Creative flexibility
C)Prestige
D)Permanence
E)Costs

Question 57

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 which of the following aspect of magazine advertising?

A)Permanence
B)Creative options
C)Prestige of the publication
D)Reproduction quality
E)Costs

Question 58

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)Because they are interested in the content and ads provide 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,that is,magazine ads are more interesting.
E)Magazine advertising does not provide the psychographic or demographic selectivity that the television does.

Question 59

A(n)_____ 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
B)overrun
C)gatefold
D)bleed page
E)day-after-recall

Question 60

Selective binding and ink-jet imaging make it possible for magazines to offer:

A)personalized ads.
B)high reach and frequency.
C)reduced advertising rates.
D)lower delivery costs.
E)higher pass-along readership.

Question 61

_____ offer advertisers the opportunity to buy space in a group of publications as a package deal.

A)Cross media organizations
B)Magazine networks
C)Publication verification networks
D)Magazine blocks
E)News networks

Question 62

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)low reproduction quality.

Question 63

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

A)The more color used in the ad,the lower the cost.
B)Advertisers prefer using black and white because of the greater visual impact it makes.
C)Research has shown that color ads are superior to black and white ads in terms of attracting and holding attention.
D)Bleed pages are less expensive than color pages with margins because less fine-tuning is required with bleed pages.
E)Black and white ads are generally considered superior to color in terms of recall,awareness,and retention.

Question 64

Circulation verification figures are important to media planners because:

A)the figures provide them with reliable information about the size and distribution of a magazine's circulation.
B)the figures show how many of the magazines were actually read.
C)the figures provide information on the lifestyle characteristics of the individuals who read various magazines.
D)planners want to be able to predict the degree of clutter and how it will affect their advertising.
E)planners receive advertising funding from various trade associations based on the number of magazines that were distributed.

Question 65

_____ describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places.

A)Primary readership
B)Guaranteed readership
C)Pass-along readership
D)Total readership
E)A place-based medium

Question 66

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

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 67

The cost of advertising space in magazines is primarily a function of:

A)the price of the product being advertised.
B)the type of the product being advertised.
C)the frequency of ad insertions.
D)the circulation of the publication.
E)whether color is used in the ad.

Question 68

Which of the following criteria should be met by a magazine in order to be eligible for verification audits by Audit Bureau of Circulations?

A)It must be published on a controlled-circulation basis.
B)It must be a business publication.
C)The publication should have 70 percent or more paid circulation.
D)The publication must be a member of the Magazine Publishers of America trade association.
E)The first 70 percent that have the lowest amount of clutter.
Only publications with 70 percent or more paid circulation are eligible for verification audits by ABC.In 2002 the ABC approved new guidelines for counting magazine circulation and sales.The changes did away with the long-standing "50 percent rule," in which copies that sold for less than half of the basic price of a magazine could not be counted as paid circulation.

Question 69

Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true?

A)Advertisers attach greater value to primary in-home readers.
B)Advertisers attach greater value to pass-along readers.
C)Pass-along readers should be totally discounted in evaluating magazine readership.
D)Pass-along readers generally spend more time with a magazine and pick it up more often than do primary readers.
E)Advertisers generally attach greatest value to out-of-home readers.

Question 70

_____ newspapers originate in small towns or suburbs and usually focus on news,sports and events relevant to a local area or community.

A)Daily
B)Weekly
C)Local
D)Regional
E)Special-audience

Question 71

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 72

A magazine with a circulation of 100,000 and 2 readers per copy would have a _____ of 200,000.

A)certified audience
B)calculated market
C)total audience
D)circumscribed market
E)market aggregate

Question 73

While 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 74

_____ verifies the circulation of consumer magazines and farm publications in the United States.

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 75

A magazine with a circulation of 2.5 million and 3 readers per copy would have a total audience or readership of _____ million.

A)2.5
B)4.5
C)5.5
D)7.5
E)8.3

Question 76

Many business magazines are sent free to individuals who,a publisher believes,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 77

_____ 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 78

National advertisers tend to avoid weekly newspapers because of:

A)their poor image.
B)their high absolute cost.
C)difficulties associated with contracting for and placing ads in them.
D)an overly broad geographic focus.
E)the large number of local ads they typically contain.

Question 79

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 80

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.