McGraw Hill Advertising Chapter 10 Smartbook
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
Vertical Publication Horizontal Publication
Vertical publication ----------->Dentistry Today Dentistry Today Horizontal publication ------------> Financial Times Financial Times
Vertical publication Horizontal publication
Vertical publication------>Aimed at people with particular job functions across various industries Horizontal publication--------->Aimed at a specific industry in all of its aspects
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
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
The ______ date is the date all ad material must be in the publisher's hands for a specific issue.
closing
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
Along with frequency, volume, and cash discounts, magazine publishers also give discounts to advertisers by _____.
negotiating their rates
The broadest classifications of content in magazine publishing fall under which three categories?
farm publications business magazines consumer magazines
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
Discounts given to advertisers for purchasing print space in bulk quantities are called _____ discounts.
volume
In the context of the different elements of media mix, individuals have a tendency to spend more time with _____ advertising.
The ___________base is the circulation figure used to determine a publishers' fee for running advertisements.
rate
If publishers distribute business publications on a paid basis, it means that _____.
readers must pay to receive a copy of publications
The New Yorker magazine charges $100,000 for an one-time, full-page ad. There are two million subscribers. The cost per thousand is ______.
50$
Magazines published for a particular area of a country are known as _____.
regional publications
A junior unit An Island half
A junior unit matches--------------> A large magazine advertisement placed in the middle of a page and surrounded by editorial matter A large magazine advertisement placed in the middle of a page and surrounded by editorial matter An island half matches------------> A half-page of magazine space that is surrounded on two or more sides by editorial matter A half-page of magazine space that is surrounded on two or more sides by editorial matter
Consumer magazines matches Business magazines matches
Consumer magazines matches-------------> Choice, Good Housekeeping, Time Good Housekeeping, Time Business magazines matches--------------> Choice, Electronic Design, Bakery News Electronic Design, Bakery News
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
Identify the business publications that claim maximum exposure.
Horizontal publications
Identify a characteristic of print advertising. -It is only suitable for photographs and less detailed information. -It only includes messages printed in newspapers and magazines. -It has more permanence than television or radio ads. -People tend to spend less time with 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 a feature of an insert that is used as a method in magazine advertising.
It is used to increase the value of a message.
Magazines placed in the waiting rooms of doctor's offices have the greatest potential of increasing ______. Multiple choice question. primary circulation guaranteed circulation secondary readership horizontal readership
secondary readership
Advertisers insist on an annual circulation audit to _____.
verify the circulation figures claimed by publishers
The guaranteed circulation of a magazine convinces advertisers that _____.
a certain number of people will be exposed to their advertisements
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
According to the advertisers, newsstand sales of a magazine indicate that _____.
buyers really want the magazine
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
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
Local city magazine Regional publications National magazines matches
Local city magazine --------> Palm Springs Life, Chicago Magazine Palm Springs Life, Chicago Magazine Regional publications ---------->Sunset, Southern Living Sunset, Southern Living National magazines matches-------------> Choice, TV Guide, AARP The Magazine TV Guide, AARP The Magazine
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
Identify the added-value services provided by magazines to advertisers. (Check all that apply.)
---information on market conditions and consumer attitudes --assistance to readers to locate local stores --publicity at retail outlets
Identify the advantages offered by newspapers to advertisers. (Check all that apply.)
--quick printing of advertisements --inexpensive advertising --broad market range
Select all that apply Identify the advantages of bleed pages. (Select all that apply) Multiple select question. They have more flexible design options. They have a striking effect on the audience. They guarantee the most viewed position in a magazine. They are very cost-effective.
-They have more flexible design options. -They have a striking effect on the audience.
Select the advantages of advertising in magazines. (Check all that apply.)
-flexible design options -credibility -long shelf life
What are the shortcomings of advertising in magazines? (Check all that apply.)
-inability to reach wider audiences -high cost per reader reached -lack of immediacy
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
True or false: The largest proportion of magazines' publications are sold through newsstands.
False
Large Flat Standard Pocket
Large -------> 9.5 x 11.3 9.5 x 11.3 Flat ------> 7 x 10 7 x 10 Standard ------> 6 x 8.5 6 x 8.5 Pocket -------> 4.5 x 6.5 4.5 x 6.5
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.
Select all of the effects of the digital revolution on newspapers. (Select all that apply)
Online spending has drawn advertising away from newspapers. Advertising revenues have decreased.
Reach Frequency
Reach ------> Choice, The total number of individuals exposed to an advertising medium at least once during a specified time period The total number of individuals exposed to an advertising medium at least once during a specified time period Frequency---------> matches Choice, The average number of times an individual is exposed to an advertising medium over a specified time period The average number of times an individual is exposed to an advertising medium over a specified time period
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
Secondary circulation is also known as _____. Multiple choice question. demographic edition pass-along readership paid circulation guaranteed circulation
pass-along readership
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
