ch. 10

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 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

When a company intends to promote its goods or services consistently through a particular magazine, it would look for a

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

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

When an advertiser wants to run an advertisement, it submits a(n) ______.

insertion order

A reading notice is a type of newspaper advertising that ______.

looks like editorial content

Identify the free community newspapers that consist almost entirely of local advertising.

pennysavers

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

The rate that allows a publisher to place an ad on any page of a newspaper is called a(n) ______ rate.

run-of-paper

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

The cost per thousand can be calculated by dividing the page rate by the number of thousands of ______.

subscribers

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

Newspapers that are published once a week with large circulation in small urban or suburban regions are called ______ newspapers.

weekly

Identify the information included in an insertion order for a newspaper advertisement.

- the desired position - the advertisement size - the desired run date

Identify the business publications that claim maximum exposure.

Horizontal publications

Identify a characteristic of print advertising.

It has more permanence than television or radio ads.

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

an ad can appear in a newspaper

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

Newspaper display advertisements ______.

include visual elements, such as visuals, headlines, coupons, and body copy

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

local

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

receive a refund or credit

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.

- Advertising revenues have decreased. - Online spending has drawn advertising away from newspapers.

When does a newspaper publisher offer combination rates to advertisers?

- If they advertise in two or more newspapers belonging to the same publisher - If they advertise in the morning and evening editions of the same newspaper - If they advertise in two or more newspapers belonging to the same syndicate or newspaper group

Select the advantages of advertising in magazines.

- credibility - long shelf life - flexible design options

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

- inexpensive advertising - broad market range - quick printing of advertisements

Identify key items listed in a newspaper rate card.

- mechanical measurements - details of deadlines for receiving ads - advertising rates

Mark all the variables necessary to determine the cost per thousand (CPM) of running an ad in a magazine.

- the cost of a single full-page ad in the magazine - the circulation of the magazine

Match the discounts offered by newspapers to advertisers to their appropriate descriptions: Bulk discounts Frequency discounts Earned rates Contract rates - Offered to advertisers with an increasing volume of advertising during a year - Offered to advertisers who run the same advertisement repeatedly - Offered to advertisers who sign an agreement to advertise in bulk or periodically - Offered to advertisers using more inches

Bulk discounts- Offered to advertisers using more inches Frequency discounts - 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

Match the dates that affect magazine purchases to their appropriate descriptions

Cover date - Date mentioned on the outside front of a magazine Closing date - Date by which publishers should have all ad material for an issue On-sale date - Date the magazine is actually issued

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 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.

Match the size classification of a magazine with the approximate size

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 with the suitable examples

Local city magazine - Palm Springs Life, Chicago Magazine Regional publications - Sunset, Southern Living National magazines -TV Guide, AARP The Magazine

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 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

Identify the special feature of Sunday supplement that attracts national advertisers.

better quality of reproduction

Arrange the four major classifications of magazines according to their sizes, from the biggest to the smallest:

1. large 2. flat 3. standard 4. pocket

Identify the average correct size of the tabloid newspaper.

14 X 11 inches

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

Identify a difference between weekly and daily newspapers.

Weekly newspapers have a higher cost per thousand than daily newspapers.

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