ADV3008- Ch. 10: Print Media
The advertisements that segregate ads based on class of goods, services, business opportunities, and employment opportunities are called __________________ ads
classified
The ______ date is the date all ad material must be in the publisher's hands for a specific issue.
closing
Advertising space on the front inside, back inside, or back cover pages of a magazine that is usually sold at a premium price is called a(n) _____.
cover position
When a company intends to promote its goods or services consistently through a particular magazine, it would look for a(n) _____.
cover position
Special content magazines that are directed to people or companies related to the agricultural industry are known as _____.
farm publications
A daily newspaper is published at least _____
five times per week
A standard newspaper advertising rate with no discount allowance for large or repeated space buys is known as a(n) _____
flat rate
A standard newspaper advertising rate with no discount allowance for large or repeated space buys is known as a(n) _____.
flat rate
An accurate statement about pennysavers is that they are _____.
free publications for urban and suburban community people
In newspaper advertising, the position of an ad near the top of a page or at the top of a column is called _____.
full position
Newspapers and magazines feel the need to make alliances with regional telephone, cable, and online companies in order to _____.
gain entry into the interactive information market
Morning editions of a daily newspaper tend to have a larger _____ than evening editions.
geographic circulation
Online newspapers _____.
have been unable to stop revenue losses for the majority of newspapers
Newspaper display advertisements ____
include visual elements, such as visuals, headlines, coupons, and body copy
A reading notice is a type of newspaper advertising that _____.
looks like editorial content
The main function of the News Media Alliance is to _____.
make the purchase of national newspaper advertisements simple and easy
Along with frequency, volume, and cash discounts, magazine publishers also give discounts to advertisers by _____.
negotiating their rates
Secondary circulation is also known as _____
pass-along readership
Identify the free community newspapers that consist almost entirely of local advertising.
pennysavers
In the context of the different elements of media mix, individuals have a tendency to spend more time with _____ advertising.
An extensive classified section determines the _____ of a newspaper
profitability
An extensive classified section determines the _____ of a newspaper.
profitability
Split runs in the case of newspaper ads are conducted by advertisers to check the ____
pulling power of different ads
Split runs in the case of newspaper ads are conducted by advertisers to check the _____
pulling power of different ads
The _____________ base is the circulation figure used to determine a publishers' fee for running advertisements.
rate
Skylar Consumer Products Corp. recently came out with a new line of cosmetics for women called Glitter. It released magazine ad campaigns for Glitter in women's fashion magazines. What advantage does this type of advertising offer the company?
reaching its target audience
If publishers distribute business publications on a paid basis, it means that _____.
readers must pay to receive a copy of publications
Advertisers that purchase more space than they contracted for may ____
receive a refund or credit
Magazines published for a particular area of a country are known as _____
regional publications
The rate that allows a publisher to place an ad on any page of a newspaper is called a(n) _____ rate
run-of-paper
The rate that allows a publisher to place an ad on any page of a newspaper is called a(n) _____ rate.
run-of-paper
The cost per thousand can be calculated by dividing the page rate by the number of thousands of _____.
subscribers
The two basic newspaper formats are the standard-size newspaper and the ______ newspaper
tabloid
The on-sale date of a magazine indicates ______.
the date the magazine is actually issued
Primary circulation is _____.
the number of individuals who subscribe to or purchase a publication
Sunday supplements are distinct from other sections of the newspaper because _____.
they are printed on smoother paper stock that is more conducive to color printing
What is the idea behind running two identical newspaper ads with different content in a split run?
to take out maximum possible variables
Discounts given to advertisers for purchasing print space in bulk quantities are called _____ discounts.
volume
Newspapers that are published once a week with large circulation in small urban or suburban regions are called _____ newspapers.
weekly
Identify a difference between weekly and daily newspapers.
weekly newspapers have a higher cost per thousand than daily newspapers.
Match the types of special content-based magazines in the left column with the appropriate examples in the right column.
- Consumer magazines: Good Housekeeping, Time - Business magazines: Electronic Design, Bakery News
Mark all the variables necessary to determine the cost per thousand (CPM) of running an ad in a magazine. (Select all that apply)
- the cost of a single full-page ad in the magazine - the circulation of the magazine
Name the rate charged to newspaper advertisers who, during a year, fail to fulfill the amount of space for which they have contracted.
a short rate
To get the most from the advertising budget, advertisers should compute the readability and circulation span of newspapers because _____
advertising rates differ greatly between newspapers
A printing term used for the extension of visuals, type, or color of an advertisement to the edge of a magazine's page is called _____.
bleed
When an advertiser wants to run an advertisement, it submits a(n) ______.
insertion order
In the United States, the major revenue source of newspaper advertising is from _____ advertising.
local
Split runs _____.
typically cost advertisers extra.
Advertisers insist on an annual circulation audit to _____.
verify the circulation figures claimed by publishers
Select all of the effects of the digital revolution on newspapers. (Select all that apply)
- Advertising revenues have decreased. - Online spending has drawn advertising away from newspapers.
Match the discounts offered by newspapers to advertisers in the left column to their appropriate descriptions in the right column.
- Bulk discounts: Offered to advertisers using more inches - Frequeny discounts: Choice Offered to advertisers who run the same advertisement repeatedly - Earned rates: Offered to advertisers with an increasing volume of advertising during a year - Contract rates: Offered to advertisers who sign an agreement to advertise in bulk or periodically
When does a newspaper publisher offer combination rates to advertisers? (Check all that apply.)
- If they advertise in two or more newspapers belonging to the same publisher - If they advertise in two or more newspapers belonging to the same syndicate or newspaper group - If they advertise in the morning and evening editions of the same newspaper
Match the size classification of a magazine in the left column with the approximate size (in inches) of a full-page ad in the right column
- Large: 9.5 x 11.3 - Flat: 7 x 10 - Standard: 6 x 8.5 - Pocket: 4.5 x 6.5
Match the geography-based categories of magazines in the left column with the suitable examples in the right column.
- Local city magazine: Palm Springs Life, Chicago Magazine - Regional Publications: Sunset, Southern Living - National Magazines: TV Guide, AARP The Magazine
Identify the advantages of bleed pages. (Select all that apply)
- They have more flexible design options. - They have a striking effect on the audience.
Match the readership classifications of business publications in the left column to the appropriate types of content in the right column.
- Veritcal Publication: Aimed at a specific industry in all of its aspects - Horizontal Publication: Aimed at people with particular job functions across various industries
Match the readership classifications of business publications in the left column to the appropriate example in the right column.
- Veritcal Publication: Dentistry Today - Horizontal Publication: Financial Times
Identify key items listed in a newspaper rate card. (Check all that apply.)
- advertising rates - mechanical measurements - details of deadlines for receiving ads
Identify the advantages offered by newspapers to advertisers. (Check all that apply.)
- broad market range - inexpensive advertising - quick printing of advertisements
The fee for classified ads is based on which of the following?
- how large the ad is - how long the ad runs
Select the advantages of advertising in magazines. (Check all that apply.)
- long shelf life - flexible design options - credibility
Identify the information included in an insertion order for a newspaper advertisement.
- the advertisement size - the desired position - the desired run date
True or false: Combination rates are offered only to advertisers if they place their ads in newspapers owned by different publishers who are not related by a syndicate or newspaper group.
False
Identify the business publications that claim maximum exposure.
Horizontal publications
Identify an advantage of the Newspaper National Network launched by the Newspaper Association of America in 1994.
It allows advertisers to place one order and to pay one bill for multimarket newspapers.
Identify a characteristic of print advertising.
It has more permanence than television or radio ads.
Which of the following accurately describes controlled circulation in terms of distributing business publications?
It is a free publication that is mailed to people who, according to publishers, are in a unique position to affect the sales of advertised products.
Identify the change that has reduced the popularity of newspapers as an advertising medium in the past few years.
National advertisers prefer to broadcast their messages on TV and radios.
Name the rate that allows an advertiser to decide the location of his or her ad on a newspaper
Preferred-position rate
Name the rate that allows an advertiser to decide the location of his or her ad on a newspaper.
Preferred-position rate
How is print media reacting to the high influence of the Internet in society?
Print media is incorporating electronic media in its services.
Name the rate charged to newspaper advertisers who, during a year, fail to fulfill the amount of space for which they have contracted
a short rate
To get the most from the advertising budget, advertisers should compute the readability and circulation span of newspapers because _____.
advertising rates differ greatly between newspapers
The advantage of timeliness in newspapers refers to how quickly ______
an ad can appear in a newspaper
The advantage of timeliness in newspapers refers to how quickly ______.
an ad can appear in a newspaper
Identify the special feature of Sunday supplement that attracts national advertisers.
better quality of reproduction
A detailed analysis of magazines' distribution procedures, distribution outlets, and other distribution factors by outside and impartial companies is known as a(n) _____.
circulation audit
Arrange the four major classifications of magazines according to their sizes, from the biggest to the smallest with the smallest format on the bottom and the biggest format at the top.
1. Large 2. Flat 3. Standard 4. Pocket
Identify the average correct size of the tabloid newspaper.
14 X 11 inches
The guaranteed circulation of a magazine convinces advertisers that _____.
a certain number of people will be exposed to their advertisements
In newspapers, which is usually enclosed by editorial text and is 25 to 50 percent costlier than ROP rates?
a full position
