Deck 10: Print Advertising

Question 1

One of the advantages of using newspapers for advertising purposes is geographic selectivity.

Answer 1

True

Question 2

Shoppers are sometimes referred to as pennysavers and offer free distribution.

Answer 2

True

Question 3

One of the disadvantages of magazines as an advertising medium is their lack of immediacy.

Answer 3

True

Question 4

A short rate is the difference between the contracted rate and the earned rate for the actual inches run.

Question 5

In controlled circulation,the publisher mails the magazine free to individuals who the publisher thinks can influence the purchase of advertised products.

Question 6

In single-newspaper cities,reader demographics usually reflect a cross section of the general population.

Question 7

Vertical publications cover a specific industry in all of its aspects.

Question 8

The standard advertising unit (SAU)system standardized the newspaper column width,page sizes,and ad sizes.

Question 9

The national rate for advertising in newspapers is usually significantly higher than for local advertising,so many national advertisers have been rejecting the higher rates and taking their business elsewhere.

Question 10

Compared to television or radio,print advertising has more permanence.

Question 11

A magazine's ad rates are based on its contents.

Question 12

Newspapers charge premium rates to carry legal public notices.

Question 13

Selecting the most appropriate media mix for a campaign requires understanding the unique characteristics of the various media alternatives and determining which media will most efficiently reach the target audience.

Question 14

In terms of advertising volume,newspapers are the largest medium.

Question 15

Second and third cover rates typically cost less than the fourth cover.

Question 16

Nearly a third of all ad spending goes to newspapers.

Question 17

A gatefold occurs when a magazine page is not cut properly,and the page inadvertently is not in alignment with other pages.

Question 18

Regional magazines are simply national publications with a regional focus.

Question 19

The broadest classifications of magazine content are consumer magazines,farm magazines,and business magazines.

Question 20

If People magazine ran an ad for Calvin Klein on the back of the magazine,advertisers would describe it as on the third cover.

Question 21

A black and white ad for Levis tells readers to "Go forth" and features a man holding a woman as he drives.The ad was designed so that the photo extends to the very edge of the page.The advertiser probably had to pay the magazine a 10 to 15 percent premium for this extended background called a(n)

A) bleed.
B) environmental re-creation.
C) edge printing.
D) environmental realism.
E) picture frame.

Question 22

A 116-page Calvin Klein ad in Vanity Fair was made to look like its own magazine in order to promote the company's jeans.It cost over $1 million for Calvin Klein to produce and pay Vanity Fair to include the ad in their magazine,but it also became an exemplar of

A) island halves.
B) a full unit.
C) a gatefold.
D) a junior unit.
E) an insert.

Question 23

A proof copy is the same as a tearsheet.

Question 24

Run-of-paper (ROP)advertising rates entitle a newspaper to place a given ad on any newspaper page or in any position it desires.

Question 25

An ad for a book entitled Run for Fun appears in the middle of a page of Runner's World magazine.An article about stretching surrounds the ad.The book ad is an example of a(n)

A) trade promotion.
B) gatefold.
C) centerpiece.
D) island half.
E) floater.

Question 26

Which of the following statements best explains the popularity of magazines as an advertising medium?

A) Magazines have a high cost per thousand (CPM).
B) Magazines support a high frequency strategy.
C) Magazines deliver to mass audiences at low prices.
D) Magazines offer flexibility in both readership and advertising.
E) Magazines have a short lead time when compared with other media.

Question 27

Which of the following are two types of ads placed in the middle of magazine pages and surrounded by editorial matter?

A) island halves and gatefolds
B) gatefolds and inserts
C) quarter-page units and half-page units
D) junior units and island halves
E) junior units and inserts

Question 28

The ad for the newest Calvin Klein brand of perfume on the inside back cover of Martha Stewart Living magazine would be an example of an ad on the

A) first cover.
B) bleed page.
C) third cover.
D) island half.
E) gatefold.

Question 29

Advertisers are reluctant to use magazines as an advertising medium because

A) the results of magazine advertising cannot be measured.
B) magazines have a low cost per thousand (CPM).
C) magazines printing costs are increasing because of mass circulations.
D) magazines cannot deliver high frequency.
E) online magazine circulation is inefficient.

Question 30

Spending on online ads fell back below that of combined newspaper and magazine advertising in 2012.

Question 31

A gatefold is a(n)

A) rate card used for cover positions.
B) three-dimensional ad in a magazine.
C) method used to decrease advertising clutter.
D) insert with pages that extend and fold over to fit into a magazine.
E) ad that generates interest by repetition throughout the publication.

Question 32

The reach of magazines

A) is adversely affected by declining magazine circulations.
B) is reduced when long headlines are used.
C) is better when reverse type is used.
D) enhances audience selectivity.
E) equals the number of times an advertising message is seen by the same person or household.

Question 33

When the dark or colored background of an ad extends to the edge of the printed page,it is said to be a(n)

A) page wrap.
B) bleed.
C) enveloped page.
D) overrun.
E) masked page.

Question 34

An ad for Covenant Transport,a national trucking company,is on a page that is wider than the normal pages found in Trucker's Connection magazine.To view the entire insert,the reader must open the folded pages.The Covenant Transport ad is an example of a

A) folded insert.
B) partitioned unit.
C) folded unit.
D) gatefold.
E) larger-than-life unit.

Question 35

One disadvantage of print advertising is that since it offers limited opportunities for brands to engage consumers in niche environments,there is brand wastage.

Question 36

An advertiser that wants to add weight and drama to its advertising message can have the ad printed on high-quality paper stock and placed in the magazine for a premium price.This is called a(n)

A) island half.
B) insert.
C) gatefold.
D) junior unit.
E) full unit.

Question 37

Virtually all metropolitan news organizations and national magazines have established an online presence.Online publications are offering pushdowns,floating ads,billboards,interstitials,videos,and more.

Question 38

Four examples of _____ magazines,which are purchased for entertainment,information,or both,are Cosmo,The New Yorker,Nature,and Time.

A) demographic
B) consumer
C) regional
D) psychographic
E) statistical

Question 39

What are the three most common ways to categorize or classify magazines?

A) content, geography, and size
B) print face, ad rates, and size
C) audience, ad rates, and percentage of color
D) content, audience, and number of issues per year
E) size, distribution channels, and content

Question 40

Why would an advertiser be willing to pay a 15 percent premium price for an ad that bleeds off the page?

A) the ability to use red unlike in other formats
B) a volume discount to reuse the ad in later publications
C) a guaranteed better quality reproduction
D) greater flexibility in expressing the advertising idea
E) a slightly smaller printing area to maximize impact

Question 41

Tom is an agriculturist who reads the Ranch On.If it gives information about the equipment,supplies,and services Tom will find useful specifically for his work,Ranch On is most likely to be a

A) geographic publication.
B) demographic publication.
C) farm publication.
D) business magazine.
E) retailers magazine.

Question 42

Brand Packaging and Flexible Packaging are magazines designed to appeal to anyone who makes packaging decisions for the manufacturing or marketing of consumer goods.These magazines are examples of _____ publications.

A) vertical
B) functional
C) diffused
D) HMS
E) horizontal

Question 43

Horizontal publications are very effective advertising vehicles because they

A) offer minimal reach.
B) tend to be very well read.
C) have low pass-along readership.
D) cover a specific industry in all of its aspects.
E) provide controlled circulation to industry leaders.

Question 44

On what do magazines primarily base their advertising rates?

A) circulation
B) size
C) content
D) format
E) target audience

Question 45

Which of the following statements about dates that affect purchases of advertising in magazines is true?

A) The in-hand date is the date printed on the magazine cover.
B) The closing date is when the publisher needs all ad materials.
C) The on-sale date typically coincides with the closing date.
D) The cover date is the date the magazine is actually issued.
E) The cover date and the on-sale date are synonymous.

Question 46

Charlotte is an avid Cosmopolitan reader.In fact,she has a subscription.She also wants her best friend,Unica,to read Cosmopolitan every month so they can compare notes,but Unica doesn't want to pay for a subscription,so Charlotte passes on her copy.Unica is a member of the magazine's

A) primary circulation.
B) derived readership.
C) secondary target audience.
D) pass-along readership.
E) subsidiary target audience.

Question 47

Marketing News is a magazine from the American Marketing Association that covers all aspects of the marketing industry.It is mainly read by academics and people working directly in marketing.Therefore,it is an example of a(n)_____ publication.

A) vertical
B) vendor
C) demographic
D) integrated
E) audience-selective

Question 48

What is the first step when analyzing a publication's potential effectiveness?

A) counting its outlets of distribution
B) verifying its circulation figures
C) auditing its circulation procedures
D) assessing its audience
E) performing a competitive audit

Question 49

Which of the following organizations would be responsible for verifying that a magazine's circulation figures are accurate?

A) Better Business Bureau (BBB)
B) Advertising Federation of America (AFA)
C) Audit Bureau of Circulation (ABC)
D) U.S. Department of Commerce (Audits Division)
E) ACNielsen company

Question 50

On the last page of Blood and Thunder magazine,a publication that covers womens' flat track derby,there is always a full-page ad for Riedell Skates.What kind of discount will this advertiser most likely receive from the publisher of this magazine?

A) frequency discount
B) trade promotion
C) service allowance
D) presentation discount
E) nonprofit discount

Question 51

A(n)_____ covers a specific industry in all its aspects and is of interest only to an individual employed in that industry.

A) audience-selective publication
B) integrated publication
C) vertical publication
D) functional medium
E) Video Management Software medium

Question 52

Which of the following is an advantage of newspaper advertising?

A) Newspapers offer overlapping circulation.
B) Newspapers are an active rather than a passive medium.
C) Newspapers have clear color reproductions.
D) Newspapers offer advertisers prestige for advertised products.
E) Newspapers are the most selective of all media available.

Question 53

Guaranteed circulation in magazines

A) equals the delivered circulation.
B) is the number of copies of the magazine sold on newsstands.
C) is the minimum number of copies of the magazine that the publisher expects to circulate.
D) is the maximum number of magazines that will be distributed through all channels.
E) equals the primary circulation plus pass-along readership minus a safety measure of 10 percent.

Question 54

People responsible for packaging products at their job can receive a free subscription to Packaging Digest magazine because the publisher believes they can influence the purchase of packaging.Packaging Digest is distributed on a(n)_____ circulation basis.

A) pro bono
B) free exchange
C) controlled
D) autonomous
E) generic

Question 55

Jerry looked at a rate card for Equus magazine and saw that the one-time cost for a full-page black-and-white ad was $795.He knows that the magazine has a total circulation of 15 ,000.Calculate the magazine's CPM.

A) $0.53
B) .03
C) $18.8.87
D) 3.00
E) $188.88.87

Question 56

Brand Packaging and Flexible Packaging are monthly publications that target businesses in the consumer goods industry.They are examples of _____ magazines.

A) geographic
B) demographic
C) professional
D) business
E) content

Question 57

The ______ of a magazine includes all of the people who buy a publication at a newsstand or bookstore and all of the magazine's subscribers.

A) total market coverage
B) market cost per thousand (CPM)
C) selective market
D) magazine diffusion
E) primary circulation

Question 58

The _____ date is the date all ad material must be in the publisher's hands for a specific issue.

A) controlled
B) press
C) publication
D) closing
E) printing

Question 59

Pallet Enterprise magazine is a business publication aimed at people who are in the pallet and container industries.It is only sold through subscriptions.Therefore,Pallet Enterprise is an example of a _____ business magazine.

A) flat-circulation
B) paid-circulation
C) controlled-circulation
D) fixed-circulation
E) variable-circulation

Question 60

If a publication is available on a controlled basis,it means the

A) publisher must run a series of marketing tests before new subscriptions can begin.
B) magazine is free to individuals believed to be in a unique position to influence the purchase of advertised products.
C) publisher limits the number of copies available so that a premium price can be charged for each issue.
D) publisher limits the number of advertisers in the publication to a maximum of 20.
E) magazine is distributed through exclusive distribution channels rather than sent through the mail.

Question 61

Newspaper advertisers can sometimes receive _____,a discount applied retroactively as the volume of advertising increases through the year.

A) space discounts
B) earned rates
C) ad overruns
D) short rates
E) acquisition fees

Question 62

A tire manufacturer wants to ensure their ad appears in the sports section.To make sure they receive this spot,the company will need to pay a _____ rate.

A) power location
B) choice ad site
C) dominant-position
D) prime-position
E) preferred-position

Question 63

The Pie Hole,a local pizza restaurant,has a limited budget but wants to run an ad in the local daily.The business accepted a run-of-paper (ROP)advertising rate to save some money.This means that the owner of the Pie Hole

A) may find its ad anywhere in the newspaper, wherever space permits.
B) is testing the pull rate of two identical size ads with different content for the same product.
C) will not require the newspaper to rerun its ad if production quality is less than desirable.
D) will be penalized if it decides to pull its ad before the closing date.
E) can ensure a choice position in the newspaper by paying the higher run-of-paper (ROP) rate.

Question 64

When advertisers place an ad,they submit a(n)_____ to the newspaper,stating the date(s)on which the ad is to run,its size,the desired position,the rate,and the type of artwork accompanying the order.

A) ad paste-up
B) preprinted insert
C) insertion order
D) layout board
E) contractual agreement

Question 65

Why do newspapers typically charge national advertisers more for national ads than they charge local advertisers for local ads?

A) National advertisers typically demand an (run-of-paper) ROP schedule.
B) Newspapers incur additional costs in serving national advertisers.
C) National advertisers refuse to use a local or regional promotional schedule.
D) The Federal Trade Commission has decreed that discounts for interstate ad rates are illegal.
E) The reach for local ads is much higher than the reach for national ads.

Question 66

Which of the following is used as a basis for classifying newspaper categories?

A) their organizational structures
B) their method of gathering marketing research data
C) their delivery frequency
D) their subscription rates
E) their primary and secondary readership

Question 67

Which of the following statements describes a disadvantage that has traditionally set newspapers apart from other media?

A) Newspapers may have overlapping circulation.
B) Newspapers are ambiguous in scope.
C) Newspaper readership is concentrated in time.
D) Newspapers do not provide an advertiser with any creative flexibility.
E) Newspapers are a passive medium.

Question 68

Which of the following advertising media has the highest level of credibility according to studies?

A) word-of-mouth
B) newspaper
C) radio
D) digital
E) television

Question 69

In newspaper advertising,each ad competes with editorial content and with all the other ads on the same page or spread.This is due to

A) geographic selectivity of newspapers.
B) creative flexibility of newspapers.
C) clutter in newspapers.
D) long life span of the newspapers.
E) overlapping circulation of newspapers.

Question 70

When would an advertiser be charged a short rate?

A) If the advertiser requests its ads to be placed in a particular section of the newspaper.
B) If the advertiser contracts for a full year's worth of advertising and fails to buy it.
C) If the ad is not ready by the closing date specified by the newspaper publisher.
D) If the newspaper advertiser wants to change an ad after the closing date.
E) If the advertiser wants to use a preprinted insert in addition to a display ad.

Question 71

Which of the following is not a major classification of newspaper advertising?

A) gatefold
B) display
C) classified
D) public notices
E) preprinted inserts

Question 72

One con of newspaper advertising is

A) organizational structures may slow ad production.
B) market research data is often insuffecient.
C) a lack of selectivity of specific socioeconomic groups.
D) that increasing subscription rates hamper circulation.
E) that they primarily cover today's news.

Question 73

To prevent newspaper readers from mistaking a reading notice for editorial matter,newspapers require that

A) a black border be placed around the reading notice.
B) all reading notices appear in a back cover position.
C) the word advertisement appear at the top of all reading notices.
D) reading notices never appear on or near a newspaper's editorial page.
E) the typeface of a reading notice differs from the one used on the editorial page.

Question 74

Most national newspapers charge a(n)_____,which means they do not allow discounts for large or repeated space buys.

A) open rate
B) one-time rate
C) leveraged rate
D) flat rate
E) contribution rate

Question 75

Sunday supplements are distinct from other sections of the newspaper in that they

A) never contain editorial material.
B) primarily attract local rather than national advertisers.
C) are more conducive to color printing than newsprint.
D) contain cheaper ad space.
E) contain photographs.

Question 76

A tearsheet is

A) a perforated, preprinted insert.
B) another term for an ad paste-up.
C) a guarantee that the ad will receive run-of-paper (ROP) positioning.
D) a page that verifies that an ad ran as it was supposed to.
E) the receipt that the media salesperson gives to the advertiser.

Question 77

The two basic physical sizes of newspaper formats are

A) normal size and pocket-size.
B) insert size and oversize.
C) oversize and carrier size.
D) standard size and tabloid.
E) gatefold and standard size.

Question 78

The cost of a classified ad in a newspaper is typically based on

A) desired reach.
B) anticipated response rates.
C) the number of run-of-paper (ROP) rates it requires.
D) the number of lines the ad occupies.
E) the amount of creativity required for the ad design.

Question 79

Which of the following statements is true of daily newspapers?

A) They must have a morning and an evening edition to be considered a daily publication.
B) They must be published on all seven days of the week to be considered a daily publication.
C) There are more evening daily papers than morning daily papers.
D) Morning papers tend to have a narrow geographic circulation.
E) Evening papers are read more by women than by men.

Question 80

In response to declining revenue from print advertising due to the rise of new digital advertising platforms,several publications,including ,The New York Times introduced _____ to attempt to increase revenue.

A) online advertising sold on a daily basis
B) a pop-up with a donation request
C) charging for access to certain online content
D) auctioning the ability to edit articles online
E) paid access to chat-rooms where readers could talk to journalists