mktg 353 chapter 10 knowledge check
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 date
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
cover date
date mentioned on the outside front of a magazine
on-sale date
date the magazine is actually issued
horizontal publication
dentistry today
earned rates
discounts applied as the volume of advertising increases throughout the year
business magazines
electronic design, bakery news
Newspapers do not serve specific ethnic markets.
false
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
True or false: The largest proportion of magazines' publications are sold through newsstands.
false
True or false: The only skill required in choosing the most adequate media mix for advertising is to know the features of different media options.
false
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
Discounts that advertisers earn on the number of advertisements insertions during a given time period are known as _____ discounts.
frequency
Newspapers that serve special interest markets, ______.
generally contain advertising specific to that market
Morning editions of a daily newspaper tend to have a larger _____ than evening editions.
geographic circulation
consumer magazines
good housekeeping, time
A characteristic of a gatefold as a method used in magazine advertising is that it _____.
has to be unfolded to be fully visible to the reader
Online newspapers _____.
have been unable to stop revenue losses for the majority of newspapers
Advertisers recognize the potential for relationship marketing with magazines because magazines _____.
have well-maintained relationships with their subscribers
Identify the business publications that claim maximum exposure.
horizontal publications
Newspaper display advertisements _____.
include visual elements, such as visuals, headlines, coupons, and body copy
JeanArt, a popular designer clothing brand, wanted to advertise its latest spring collection. It chose to embed 30-page booklets inside of popular lifestyle magazines. Identify the mode of magazine advertising chosen by the company.
inserts
Identify a characteristic of print advertising.
it has more permanence than TV 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 a feature of an insert that is used as a method in magazine advertising.
it is used to increase the value of a message
Identify a criticism faced by newspaper advertising.
it lacks supplementary updates on important issues
An ad for Quench lotion appears in the middle of a page in Health magazine. An article about skin care surrounds the ad. The lotion ad is an example of ______.
junior unit
In the United States, the major revenue source of newspaper advertising is from _____ advertising.
local
A reading notice is a type of newspaper advertising that _____.
looks like editorial content
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
Along with frequency, volume, and cash discounts, magazine publishers also give discounts to advertisers by _____.
negotiating their rates
bulk discounts
offered to advertisers using more inches
secondary circulation is also known as
pass-along readership
Name the rate that allows an advertiser to decide the location of his or her ad on a newspaper.
preferred-position rate
In the context of the different elements of media mix, individuals have a tendency to spend more time with _____ advertising.
Lacie has decided to set up a business from her home where she will perform data entry work for clients. She is most likely to advertise her business through a _____.
public notice
Newspaper ads that notify people about the legal changes in public government reports, personal relationships, and business are called _____.
public notices
the _______ base is the circulation figure used to determine a publishers' fee for running advertisements
rate
Advertisers often combine advertising in magazines with other media because magazines do not _____.
reach large audiences quickly
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
Magazines published for a particular area of a country are known as _____.
regional publications
Magazines placed in the waiting rooms of doctor's offices have the greatest potential of increasing ______.
secondary readership
The standard-size newspaper contains _____ columns.
six
contract rates
special rates for newspaper advertising usually offered to local advertisers who sign an annual contract for frequent or bulk-space purchases
A system that systematizes the newspaper advertisement sizes, column width, and page sizes is known as the _____.
standard advertising unit (SAU) system
The cost per thousand can be calculated by dividing the page rate by the number of thousands of _____.
subscribers
regional publications
sunset, southern living
The two basic newspaper formats are the standard-size newspaper and the ______ newspaper.
tabloid
Primary circulation is _____.
the number of individuals who subscribe to or purchase a publication
What is the special feature that newspapers provide for preprinted inserts?
they allow the advertisers to insert their ads in specific target editions
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
Advertisers insist on an annual circulation audit to _____.
verify the circulation figures claimed by publishers
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
Identify the advantages of bleed pages. (Select all that apply)
- they have a striking effect on the audience - they have more flexible design options
frequency discounts
advertisers earn this discount by running advertising repeatedly in a specific time period
vertical publication
aimed at a specific industry in all of its aspects
horizontal publication
aimed at people with particular job functions across various industries
closing date
date by which publishers should have all ad material for an issue
vertical publication
financial times
A sticker on the main section of a newspaper is a type of ______.
preprinted insert
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. Its cost per thousand (CPM) would be _____.
$100
The New Yorker magazine charges $100,000 for an one-time, full-page ad. There are two million subscribers. The cost per thousand is ______.
$50.00
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
The broadest classifications of content in magazine publishing fall under which three categories?
- consumer magazines - farm publications - business magazines
What are the shortcomings of advertising in magazines? (Check all that apply.)
- high cost per reader reached - inability to reach wider audiences -lack of immediacy
The fee for classified ads is based on which of the following?
- how long the ad runs - how large the ad is
Identify the advantages offered by newspapers to advertisers. (Check all that apply.)
- inexpensive advertising - quick printing of advertisements - broad market range
Identify the drawbacks of advertising in newspapers. (Check all that apply.)
- lack of selectivity - poor quality of ad production - cluttering of various advertisements
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.
- large - flat - standard - pocket
Select the advantages of advertising in magazines. (Check all that apply.)
- long shelf life - credibility - flexible design options
Identify key items listed in a newspaper rate card. (Check all that apply.)
- mechanical measurements - advertising rates - details of deadlines for receiving ads
Mark all the variables necessary to determine the cost per thousand (CPM) of running an ad in a magazine. (Select all that apply)
- the circulation of the magazine - the cost of a single full-page ad in the magazine
local city magazine
Palm Springs life, Chicago 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
The newspaper inserts are printed by the _____.
advertisers
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
What is a gatefold?
an insert with pages that extend and fold over to fit into a magazine
Identify a type of magazine advertisement that is designed to dominate a page and is therefore sold at a premium price.
an island half
Identify the special feature of Sunday supplement that attracts national advertisers.
better quality of reproduction
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
According to the advertisers, newsstand sales of a magazine indicate that _____.
buyers really want the magazine
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
an island half
a half- page of magazine space that is surrounded on two or more sides by editorial matter
a junior unit
a large magazine advertisement placed in the middle of a page and surrounded by editorial matter
Identify the average correct size of the tabloid newspaper.
14 X 11 Inches
What is the size of an SAU column inch?
2 1/6 X 1 inches
4.5 X 6.5
standard
6 X 8.5
flat
7 X 10
large
9.5 X 11.3
national magazines
TV guide, AARP, the magazine
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
