Question 1

List some of the added-value services offered by magazines and newspapers to their regular advertisers.

Accepted Answer

The answer of List some of the added-value services offered...

Question 2

Which of the following is an example of an innovation in magazine advertising?

Accepted Answer

A)  Gatefolds 
B)  Pop-up ads 
C)  Inserts 
D)  Junior units 
E)  Island halves

Question 3

A magazine meant for retail executives describes the latest initiatives in the retail industry.According to the classification of magazines by content,this is a(n)_____ publication.

Accepted Answer

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

Question 4

Whether at home or abroad,advertisers must study the audience and remember the basics of print advertising.

Accepted Answer

A) True 
 B)False

Question 5

What is meant by the rate base?

Accepted Answer

The answer of What is meant by the rate base?...

Question 6

The cost per thousand of a weekly newspaper is usually lower than that of a daily paper.

Accepted Answer

A) True 
 B)False

Question 7

In _____,an innovation in magazine advertising,readers sample a scent by opening a sealed insert tucked into a magazine.

Accepted Answer

A)  color strips 
B)  gatefolds 
C)  3-D ads 
D)  pop-up ads 
E)  fragrance strips

Question 8

In newspaper advertising,_____ advertising includes copy,illustrations or photos,headlines,coupons,and other visual components.

Accepted Answer

A)  classified 
B)  audience 
C)  display 
D)  public notice 
E)  preprinted insert

Question 9

A _____ newspaper is published as either a morning or evening edition at least five times a week,Monday through Friday.

Accepted Answer

A)  tabloid 
B)  daily 
C)  standard-size 
D)  classified 
E)  weekly

Question 10

One of the disadvantages of magazines as an advertising medium is the lack of extensive pass-along readership.

Accepted Answer

A) True 
 B)False

Question 11

For a magazine,cost per thousand (CPM)is computed by dividing the cost of a full-page ad by the number of thousands of subscribers.

Accepted Answer

A) True 
 B)False

Question 12

List any six benefits of magazine advertising.

Accepted Answer

The answer of List any six benefits of magazine advertising....

Question 13

A date that affects magazine purchases is the _____ date that refers to the date the magazine is actually issued.

Accepted Answer

A)  publication 
B)  cover 
C)  closing 
D)  press 
E)  on-sale

Question 14

What are combination rates?

Accepted Answer

The answer of What are combination rates?...

Question 15

What are the three dates that affect magazine purchases?

Accepted Answer

The answer of What are the three dates that affect...

Question 16

Which of the following is true of controlled circulation for business publications?

Accepted Answer

A)  The publisher must run a series of marketing tests before new subscriptions can begin. 
B)  The publisher limits the number of advertisers in the publication to a maximum of twenty. 
C)  The publisher limits the number of copies available so that a premium price can be charged for each issue. 
D)  The publisher mails the magazine free to individuals who may influence the purchase of advertised products. 
E)  The publisher distributes the magazines through exclusive distribution channels rather than sending them via mail.

Question 17

An advertiser prints an ad on high-quality paper stock to add weight and drama to the message,and then ships the finished ad to the publisher to get it placed into a magazine at a special price.This type of ad is known as a(n)_____.

Accepted Answer

A)  island half 
B)  insert 
C)  second cover 
D)  junior unit 
E)  full unit

Question 18

In terms of newspaper advertising rates,a(n)_____ means that no discounts are allowed.

Accepted Answer

A)  open rate 
B)  contract rate 
C)  leveraged rate 
D)  flat rate 
E)  contribution rate

Question 19

A magazine's advertisement rates are solely based on its content.

Accepted Answer

A) True 
 B)False

Question 20

The guaranteed circulation of a magazine refers to the:

Accepted Answer

A)  circulation figure on which a publisher bases its rates. 
B)  number of copies of a magazine sold on newsstands 
C)  number of copies that the publisher expects to circulate. 
D)  maximum number of copies distributed through all channels. 
E)  primary circulation plus pass-along readership minus a safety measure of 10 percent.

Exam 13: Using Print Media

List some of the added-value services offered by magazines and newspapers to their regular advertisers.

Which of the following is an example of an innovation in magazine advertising?

A magazine meant for retail executives describes the latest initiatives in the retail industry.According to the classification of magazines by content,this is a(n) _____ publication.

Whether at home or abroad,advertisers must study the audience and remember the basics of print advertising.

What is meant by the rate base?

The cost per thousand of a weekly newspaper is usually lower than that of a daily paper.

In _____,an innovation in magazine advertising,readers sample a scent by opening a sealed insert tucked into a magazine.

In newspaper advertising,_____ advertising includes copy,illustrations or photos,headlines,coupons,and other visual components.

A _____ newspaper is published as either a morning or evening edition at least five times a week,Monday through Friday.

One of the disadvantages of magazines as an advertising medium is the lack of extensive pass-along readership.

For a magazine,cost per thousand (CPM)is computed by dividing the cost of a full-page ad by the number of thousands of subscribers.

List any six benefits of magazine advertising.

A date that affects magazine purchases is the _____ date that refers to the date the magazine is actually issued.

What are combination rates?

What are the three dates that affect magazine purchases?

Which of the following is true of controlled circulation for business publications?

An advertiser prints an ad on high-quality paper stock to add weight and drama to the message,and then ships the finished ad to the publisher to get it placed into a magazine at a special price.This type of ad is known as a(n) _____.

In terms of newspaper advertising rates,a(n) _____ means that no discounts are allowed.

A magazine's advertisement rates are solely based on its content.

The guaranteed circulation of a magazine refers to the: