ch. 12 sma

If Mark wants to sell his three-year-old car, what type of advertisement would he use?

classified advertisement

Which of the following is part of the production phase of the print production process?

completing ancillary functions, such as illustrations or photography

The decreasing rates offered for bulk discounts are calculated by multiplying the number of inches by what other factor?

cost per inch

Match the three dates that affect magazine purchases to their meaning.

cover date- date printed on the cover on-sale date- date the magazine is actually issued closing date- date all ad material must be in the publisher's hands

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:

cover position

Select all that apply Select the advantages of advertising in magazines.

credibility long shelf life flexible design options

Silver Drops, the leading manufacturer of silver jewelry, approaches the most popular newspaper for its advertisement rates. Silver Drops is aiming at national, regional, and local level campaigns through this paper. For this, the newspaper offers the same rate across the nation without any specific discount. Identify this advertising rate.

flat rate

In newspaper advertising, the position of an ad near the top of a page or at the top of a column is called Blank______.

full position

Newspapers that serve special interest markets, Blank______.

generally contain advertising specific to that market

Select all that apply Which of the following terms are used by media buyers when categorizing magazines?

geography size content

What is it called when the publisher reaches its delivered figure?

guaranteed circulation

What is the number of copies a publisher expects to circulate called?

guaranteed circulation

Select all that apply The fee for classified ads is based on which of the following?

how long the ad runs how many lines the ad has

Identify a feature of Sunday newspapers.

increased volume of classified ads

Select all that apply Identify the advantages offered by newspapers to advertisers. (Check all that apply.)

inexpensive advertising quick printing of advertisements broad range of market segments

JeanArt, a popular designer clothes label, wanted to advertise its latest spring collection to its audience. It chose to print a 30-page catalog, on high quality paper, to be distributed in popular lifestyle magazines. What is JeanArt's chosen form of advertising called?

insert

What do advertisers submit with specifications about the advertisement to the newspaper when they place an ad?

insertion order

What is an ad similar to junior units, having large ads placed in the middle of a page, but being surrounded by even more editorial matter called?

island half

Moto Unit, a leading car manufacturer, has been having low sales in the past few months. To revive sales, it decides to place a large magazine ad that covers almost 60 percent of a middle page and surround it with editorial matter. What is this unusual placing of an ad called?

junior unit

What is a large ad placed in the middle of a page and surrounded with editorial matter called?

junior unit

Select all that apply What are the shortcomings of advertising in magazines?

lack of immediacy inability to reach wider audiences high cost per reader reached

What are stock photography fees typically based on?

length of time the usage will continue

In the United States, the major revenue source of newspaper advertising is from Blank______advertising.

local

What is the first task of the production department in the preproduction phase of the print process?

looking at the general nature of the job to determine how to manage it efficiently

Advertisers preprint newspaper advertisements because of the Blank______.

low quality color printing of newspapers

The main function of the News Media Alliance is to Blank______.

make the purchase of national newspaper advertisements simple and easy

Select all that apply What information is included in a rate card?

mechanical requirements ad closing dates

Select all that apply What are ways in which newspapers are classified for advertising purposes?

physical size type of audience frequency of delivery

What do magazine advertisers use to reach their target audience?

presentations

What does a newspaper give the advertiser to check when it creates ad copy and art?

proof copy

Newspaper ads that notify people about the legal changes in public government reports, personal relationships, and business are called Blank______.

public notices

What is the figure based on circulation that a magazine uses to determine how much it will charge advertisers for ads?

rate base

The Alliance for Audited Media verifies what type of information?

readership

Select all that apply Which of the following are important to media buyers when they are purchasing ad space?

readership cost deadlines

Advertisers that purchase more space than they contracted for may Blank______.

receive a refund or credit

Magazines published for a particular area of a country are known as Blank______.

regional publications

Foodcraft, a small-scale food processing unit, approaches a newspaper for advertising at low costs. The newspaper offers to give the lowest price if Foodcraft lets it position the ad anywhere in the paper. What is this advertising rate called?

run-of-paper

Name the advertising rate that entitles a newspaper to place a given ad on any newspaper page or in any position it desires.

run-of-paper

Magazines placed in the waiting rooms of doctor's offices have the greatest potential of increasing Blank______.

secondary readership

Media buyers rarely specialize in what type of agencies?

small

What system specifies that a column inch is 2 1/16 inches wide by 1 inch deep?

standard advertising unit (SAU)

Cost per thousand (CPM) is computed by dividing the full-page rate of a magazine by the number of thousands of Blank______.

subscribers

Select all that apply A newspaper's total circulation includes which of the following?

subscribers secondary readers newsstand buyers

What are the majority of magazine sales delivered through?

subscriptions

Newsstand sales for magazines are important to advertisers because they indicate Blank______.

that the magazine is really wanted by the purchaser

After an insertion order is given to the publication, if an advertiser fails to pay, Blank______.

the agency is held liable

Cathy wants to change her last name and take her husband's surname. How would she advertise the change?

through a public notice

Select all that apply What are major limitations of newspaper advertising?

too much clutter poor production quality lack of selectivity

The magazine's total circulation is made available to media buyers through Blank______.

verified reports

What is a publication that deals with all aspects of a specific industry called?

vertical publication

Which of the following is a newspaper category based on frequency of delivery?

weekly newspaper

When are combination rates given to advertisers?

when they advertise in the morning and evening editions of the same newspaper

The person in charge of negotiating and contracting with the media for placing advertising is called the media .

Blank 1: buyer

For advertising, newspapers can be classified by physical size, of delivery, or type of audience.

Blank 1: frequency or rate

Identify a feature of an insert.

It can run into multiple pages.

Identify an advantage of bleed pages.

They offer a more dramatic impact.

Identify a key item listed in the newspaper rate card.

advertising rates

Match the different types of publications based on geography.

local city magazine- individual cities or towns of a country regional publication- specific areas of a country like the West or the South national magazine- anywhere within an entire country

Ladies Circle, a leading publication for women, marks its black-and-white page rate at $15,000. The publication has a circulation of 150,000. What is its CPM?

$100

Page rate for a full page ad in Fortune Magazine is $10,000. This publication has a circulation of 500,000. What is the cost per thousand (CPM)?

$20

What is the first step needed when analyzing the potential effectiveness of a publication?

Assess the audience

The rate that an advertiser has to pay to guarantee a choice position for an ad is known as the preferred- rate.

Blank 1: position

The difference between the contracted rate and the earned rate for the actual inches run is called a(n) rate.

Blank 1: short

True or false: Newsprint is more conducive to color printing than Sunday supplements, making them more attractive to national advertisers.

False

What is the advantage of using the Newspaper National Network over others?

It allows placing one order and one bill for multimarket newspapers.

When does preproduction in the print process begin?

It begins when the creative department submits the approved creative concepts to the production department.

Identify the role of media-buying software in print media.

It helps media buyers keep track of orders.

What is the advantage of using media-buying software?

It improves the media buyers' control over the placement of ads.

How is secondary readership estimated?

It is estimated through market research.

Identify an advantage of advertising in a magazine.

It offers more permanency or shelf life.

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.

In 2018, which company was one of the four biggest spenders on magazine advertising?

Procter & Gamble

What are newspapers doing to regain their declining national advertising?

Providing discount rates for national clients

What prevents readers from mistaking reading notices for editorial content?

Reading notices have the word "advertisement" on top.

Which of the following is a true statement about the newspaper rate card?

The rates in the rate card vary from newspaper to newspaper.

In order to confirm they are getting the promised circulation, what do media purchasers do?

They expect publishers to undergo an annual circulation audit by an outside firm.

What is a common characteristics about morning newspaper editions?

They have a larger male readership.

She Voice, a leading publication for women, notices that many of its subscribers, like libraries, circulate their magazines to others. This prompted She Voice to do market research on how many people actually read a single issue of its publication. What is this extra audience called?

a pass-along readership

When a publisher fails to reach its delivered figure, what is it required to provide?

a refund

If the advertiser contracts to buy a specific amount of space during a one-year period at a discount and then fails to fulfill the promise, what is the advertiser charged?

a short rate

Higher national rates in newspapers are attributed to?

added costs of servicing national advertisers

An advertising insert can have a combination of special editorial content and what else?

ads

In print media, where are display advertisements commonly found?

all sections of the newspaper

The advantage of timeliness in newspapers refers to how quickly Blank______.

an ad can appear in a newspaper

A discount applied retroactively as the volume of advertising increases through the year is called?

an earned rate

What does the standard format of a magazine rate card help advertisers determine?

basic and additional costs

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 Blank______.

bleed

In the jargon of the advertising trade, what are magazines called?

books

When the advertiser sends a finalized ad to a newspaper as a photo print or an electronic file via e-mail, what is it described as being?

camera ready

Select all that apply What does a buyer study when analyzing a publication's effectiveness?

circulation subscriptions readership

In newspapers, which is usually enclosed by editorial text and is 25 to 50 percent costlier than ROP rates?

a full position

Match the two basic newspaper formats to their corresponding dimensions.

Standard-size newspaper matches Choice 22 inches deep and 13 inches wide Tabloid newspaper matches Choice 14 inches deep and 11 inches wide

Match the two basic newspaper formats to their corresponding dimensions. Instructions

Standard-size newspaper- 22 inches deep and 13 inches wide Tabloid newspaper- 14 inches deep and 11 inches wide

How can an agency avoid the liability of an advertiser's failure to pay a publisher?

The agency can place a disclaimer on the insertion order.

True or false: Combination rates are given to advertisers for placing an ad in two or more newspapers that belong to a newspaper group or are affiliated in a syndicate.

True

True or false: The cost of a color ad is typically the sum of the black-and-white rate and additional charge for each extra color.

True

Match the readership classifications of business publications to the appropriate types of content.

Vertical publication- Aimed at a specific industry in all of its aspects Horizontal publication- Aimed at people with particular job functions across various industries

What is the leading national business and financial daily newspaper in the United States?

Wall Street Journal

The program that gives discounts to national and regional advertisers for purchasing six or more pages per year is called?

a Newsplan