MKT TEST THREE CH. 10, 11, 12, 13

!The package rate which guarantees a certain percentage of spots in the better dayparts if the advertiser buys a total package of time is called a:

total audience plan

Horizontal publication

specific aspect across different industries

Regional publications examples

sunset, readers digest (Chicago)

Check all that apply: Identify the advantages offered by newspapers to advertisers. -High quality production -Broad market range -Inexpensive advertising -Quick printing of advertisements

-Broad market range -Inexpensive advertising -Quick printing of advertisements

Check all that apply: Identify the specific types of audience that are served by some daily and weekly newspapers. -Foreign language groups -Business based groups -Internet based audiences -Special interest audiences

-Foreign language groups -Business based groups -Special interest audiences

!The four major classifications of magazines according to their sizes, from biggest to smallest:

-Large -Flat -Standard -Pocket

Check all that apply: Identify key items listed in a newspaper rate card. -Mechanical measurements -Demographic data of readers -Advertising rates -Details of deadlines for receiving ads

-Mechanical measurements -Advertising rates -Details of deadlines for receiving ads

!Check all that apply: Identify the drawbacks of advertising in newspapers. -Poor quality of ad production -Lack of flexibility of design options -Cluttering of various advertisements -Lack of selectivity

-Poor quality of ad production -Cluttering of various advertisements -Lack of selectivity

Check all that apply: Identify the info included in an insertion order for a newspaper advertisement. -The desired position -The advertisement size -The audience type -The desired run rate

-The desired position -The advertisement size -The desired run rate

!Check all that apply: Identify the added value services provided by magazines to advertisers. -free prime spots in the newspapers and magazine -assistance to readers to locate local stores -information on market conditions and consumer attitudes -publicity at retail outlets

-assistance to readers to locate local stores -information on market conditions and consumer attitudes -publicity at retail outlets

!Check all that apply: Marketers send email advertising to customers for ________. -sending mass anonymous mails -shipping mail orders -closing a sale -producing leads and inquires

-closing a sale -producing leads and inquires

Check all that apply: Identify the special features for which magazine publishers demand premium rates. -black and white printing -cover printing -bleed pages -color printing

-cover printing -bleed pages -color printing

Check all that apply: Identify the different uses of smartphones. -for watching videos and mobile tv -for storing data on compact discs -for downloading games and applications -for browsing the internet

-for watching videos and mobile tv -for downloading games and applications -for browsing the internet

Check all that apply: When does a newspaper publisher offer combination rates to advertisers? -if they advertise an old advertisement periodically in the same newspaper -if they advertise similar kinds of advertisements in the same newspaper over a prolonged period of time -if they advertise two or more newspapers belonging to the same publisher or syndicate -if they advertise in the morning and evening editions of the same newspaper

-if they advertise two or more newspapers belonging to the same publisher or syndicate -if they advertise in the morning and evening editions

!Check all that apply: Social media have changed the points of view of many social media advertisers. What do social media advertisers want consumers to do? -create their messages -involve them -read their messages -understand their messages

-involve them -read their messages -understand their messages

Check all that apply: What are the shortcomings of advertising in magazines? -lack of immediacy -inability to wider audiences -high cost per reader reached -inflexibility in design options

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

!Check all that apply: Select the advantages of using network radio for advertising. -higher guaranteed returns -simple administration -larger national audiences than other media -national coverage

-simple administration -national coverage

!Check all that apply: Select the advantages of advertising in magazines. -suitable for longer use -extension of prominence -flexibility of design options -wide geographic coverage

-suitable for longer use -extension of prominence -flexibility of design options

Check all that apply: Identify true statements about digital interactive media audiances in contrast to traditional media audience -the uses online content -they help in creating online content -they are the sol producer of online content -they interact with online content

-the uses online content -they help in creating online content -they interact with online content

Check all that apply: Identify accurate statements about cookies -they inform marketers about the browsers used by users -they give info about a users time of last visit on a site -they deliver ads from one central source or server across multiple web domains -they give info about a users visit to a particular site

-they inform marketers about the browsers used by users -they give info about a users time of last visit on a site -they give info about a users visit to a particular site

Check all that apply: Identify the guidelines that legitimate email advertisers are required to follow. -they should allow recipients to discontinue future mails -they should provide a valid reply to address in their emails -they should indictiminately send their contacts to everyone -they should clearly specify their emails as advertising

-they should allow recipients to discontinue future mails -they should provide a valid reply to address in their emails -they should clearly specify their emails as advertising

Check all that apply: Lately the activities of some organizations are driven by a new philosophy for using the internet. According to this new philosophy the future of the web is organizations that promote ________. -peer interaction -web surfing -user sharing -collaboration

-user sharing -collaboration

!The advertisement that segregate ads based on class of goods, services, business opportunities, and employment opportunities are called _______ ads.

Classified

!Bulk discounts

Offered to advertisers using more inches

Frequency discounts

Offered to advertisers who run the same advertisement repeatedly

!Contract rates

Offered to advertisers who sign an agreement to advertise in bulk or periodically

!Earned rates

Offered to advertisers with an increasing volume of advertising during a year

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

What is the print copy of the completed advertisement that a newspaper gives to an advertiser to check for final errors and corrections called? a. a proof copy b. an impression form c. a purchase order d. an insertion order

a. a proof copy

!The _____ on most web pages depends upon exposure on a rotating display that selects random ads to show a. base banner rate b. pay per click rate c. transaction cost rate d. keyword rate

a. base banner rate

An advertisement of sponsored short message service as a form of mobile advertising is that text messages _____. a. can be received by any mobile device b. can only be received by smartphones c. are informative in nature d. are not restricted by any guidelines

a. can be received by any mobile device

!Color advertisements are placed in newspapers on ROP basis because of: a. newspapers low quality color printing b. low speed presses used for printing newspapers c. high cost of magazine advertising d. glossy and fine paper stock use

a. newspapers low quality color printing

*Daypart mix is based on the: a. television usage levels reported by the rating services b. target audience available in a locality c. number of tv households in a region d. cheapest availability of a spot

a. television usage levels reported by the rating services

!______ is a distributed network of users and content providers who communicate through HTML. a. the web b. a portal c. the internet d. a web page

a. the web

Online advertisers use _____ to transfer advertisments from a server to different web domains. a. third party ad servers b. ad impressions c. domain controllers d. client computers

a. third party ad servers

!What is the idea behind running two identical newspaper ads with different content in a split run? a. to take out maximum variables b. to increase circulation of a newspaper c. to maximize audience impact ability d. to reduce printing costs of color ads

a. to take out maximum variables

In googles adsense program ________ also earn revenue when users visit the sponsor sites after clicking the links a. website owners b. website customers c. website advertisers d. website visitors

a. website owners

Total audience

actual number of homes reached by some portion of program

!A ___________ is a pricing method in which publishers charge advertisers a percentage of the transaction cost

affiliate marketing program

Vertical publication

all aspects of a specific industry

Audience composition

audiences broken down into demographic categories

!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. It costs per thousand would be: a. $200 b. $100 c. $1500 d. $50

b. $100

????????Which of the following is usually enclosed by editorial text in newspapers and is 25 to 50 percent costlier than ROP rates? a. a junior unit b. a full insert c. a preprinted insert d. a gatefold

b. a full insert

What do marketers use to give consumers a more relevant experience when they click on an advertisement placed on a web page? a. an ad impression b. a landing page c. a search engine d. a web browser

b. a landing page

Advertisers link specific keywords with their ads that pop up when _______. a. a user sees an advertisement containing these words b. a users search request contains these words c. a user clicks on a link in a web page d. a users search request contains images related to these words

b. a users search request contains these words

*Name an online program that google uses to place sponsored links at the top or bottom of search result listings. a. adwordsense b. adwords c. clutter d. banner ads

b. adwords

Name the form of web marketing in which ordinary people are rewarded for contributing to sales by placing links of products or brands on their blogs, websites, or social media sites. a. group buying b. affiliate marketing c. local listing d. viral marketing

b. affiliate marketing

A detailed analysis of magazines distribution procedures, distribution outlets, and other distribution factors by outside and impartial companies is known as: a. paid circulation b. circulation audit c. guaranteed circulation d. magazines audit

b. circulation audit

Special content magazines that are directed to people or companies related to the agricultural industry are known as: a. computer magazines b. farm publications c. consumer magazines d. trade publications

b. farm publications

Newspaper display advertisements: a. include complex algorithms to select audience based on ethnicity b. include visual elements, such as visuals, headlines, coupons, and body copy c. need a presenter to narrate the commercial on tv and radios d. contain specifically digital copies of a newsprint ad

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

For marketers one of the benefits of social media is that they can ______. a. access customers personal emails b. interact with their customers online c. promote their brands online d. avoid negative public opinion entirely

b. interact with their customers online

!Identify the change that has reduced the popularity of newspapers as an advertising medium in the past few years. a. regional advertisers prefer gaining local audiences thru local news channels b. national advertisers prefer to broadcast their messages on tv and radios c. national advertisers prefer to advertise in national magazines d. local advertisers will gain national exposure through the internet

b. 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: a. negotiating for cash back rates b. negotiating their rates c. offering them coupons d. offering advertising directories

b. negotiating their rates

!Identify the free community newspapers that consist almost entirely of local advertising. a. sunday supplements b. pennysavers c. daily newspapers d. advertorials

b. pennysavers

!A site that offers an extensive mix of services and content to ensure that users do not spend much time anywhere else is called a _____. a. search engine b. portal c. web browser d. sponsored link

b. portal

!The standard size newspaper contains _____ columns. a. two b. six c. four d. eight

b. six

*Primary circulation is: a. an estimate of how many people read a single copy of a magazine over time b. the number of individuals who subscribe to or purchase a publication c. the total number of copies of a magazine every published d. the number of individuals who read a single issue of a publication

b. the number of individuals who subscribe to or purchase a publication

Identify an accurate statement about broadband connections a. they offer free access to the internet b. the offer high speed internet access c. they offer a lower date upload speed then wireless networks d. they offer lower internet surfing speed than wireless networks

b. the offer high speed internet access

Data assets, videos, and images of a site are stored on ______. a. local systems b. web servers c. cloud servers d. portable storage devices

b. web servers

A little billboard that stretches across the upper or lower part of the web page is called a ________

banner

A printing term used or the extension of visuals, type, or color of an advertisement to the edge of a magazines page is called:

bleed

!According to the AAAA an advertisement that is actually loaded on the screens of users is called a ______. a. ad message b. click rate c. ad request d. click through

c. ad request

!A web site has a banner link to an online retailer. It receives a percentage of the sale every time a user clicks on the banner link and makes a purchase on the retailers site. This is an example of a ________ a. click through rate b. base banner rate c. affiliate marketing program d. keyword purchase

c. affiliate marketing program

Name the form an advertiser submits to a newspaper when he or she wants to run an advertisement. a. a purchase order b. a public form c. an insertion order d. an impression form

c. an insertion order

The number of clicks on an advertisement divided by the number of advertisement impressions is called the ______ a. ad click track b. click counter c. click rate d. ad impression rate

c. click rate

Morning editions of a daily newspaper tend to have a larger ______ the evening editions. a. format b. female relationship c. geographic circulation d. type font

c. geographic circulation

Identify an advantage of an ad network. a. it is easy to calculate the costs for advertising b. it is easy to cover only bigger sites through advertising c. it is easy to facilitate maximum exposure d. it is easy to monitor

c. it is easy to facilitate maximum exposure

Which of the following accurately describes controlled circulation in terms of distributing business publications? a. it is the total number of magazine copies that are distributed through subscriptions and newsstand sales b. it is the total number of paid copies of a magazine publisher who expects to sell c. it is the free publication that is mailed to people who, according to publishers, are in a unique position to affect the sales of advertised products d. it is a magazines special edition that is distributed to some readers who share a demographic trait

c. it is the free publication that is mailed to people who, according to publishers, are in a unique position to affect the sales of advertised products

According to the _______ model, advertisers only pay when a user selects a sponsored link and visits the sponsors site a. organic b. conversion rate c. pay per click d. keyword

c. pay per click

!Media planners consider interactive media as _______. a. central date repositories b. sponsored links c. personal audience venues d. sales volume boosters

c. personal audience venues

Name the rate that allows an advertiser to decide the location of his or her ad on a newspaper. a. open rate b. short rate c. preferred position rate d. run of paper rate

c. preferred position rate

Identify a disadvantage of broadcast tv advertising. a. lack of wide coverage b. milder impact of ads as compared to other mediums c. production cost is high d. lack of creativity

c. production cost is high

Newspaper ads that notify people about the legal changes in public government reports, personal relationships, and business are called: a. cooperative ads b. classified ads c. public notices d. reading notices

c. public notices

Most people use a _____ to find info on the web a. data miner b. application engine c. search engine d. home page

c. search engine

In contrast to a distributed computing network a _________ uses a hub to distribute content to many receivers

centralized network

!The process of clicking on a banner ad to access the marketers landing page is termed as _________

click-throughs

Advertisers bid for keywords in an auction. Higher bids usually result in ______ a. loss in earnings b. poor rankings c. less customers d. improved listings

d. improved listings

What is the size of an SAU column inch? a. 20 X 24 inches b. 14 X 11 inches c. 10 X 8 inches d. 2.16 X 1 inches

d. 2.16 X 1 inches

Name the rate charged to newspaper advertisers who, during a year, fail to fulfill the amount of space for which they have contracted. a. an open rate b. a flat rate c. an earned rate d. a short rate

d. a short rate

How are newspapers regaining their declining national advertising revenue? a. by embedding preprinted inserts in newspapers b. by charging premium prices for special features offered to their national clients c. by offering precise spaces for the national clients d. by providing discounts to their national advertising clients

d. by providing discounts to their national advertising clients

!Targeting a highly selective audience on the internet is ______ a. impossible b. lower cost c. time effectiveness d. cost intensive

d. cost intensive

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: a. gatefold b. insert c. junior unit d. cover position

d. cover position

Television imparts brand meaning by: a. being a cost effective medium b. being a clutter free source of adverting c. providing a mobile medium d. delivering a creative big idea to the audience advertising

d. delivering a creative big idea to the audience advertising

Identify a feature of an insert that is used as a method in magazine advertising. a. it is a miniature ad with complex designs b. it is found extensively in tv commercials c. it is cheaper than a normal print advertisement d. it is used to increase the value of a message

d. it is used to increase the value of a message

!Common rules that the worldwide network of computers use to share and link info are known as ______ a. networks b. web pages c. portals d. protocols

d. protocols

Closing date

date by which publishers should have all ad material for an issue

Cover date

date mentioned on the outside front of a magazine

!For geographic areas in which the local TV stations attract the most viewing, the Nielsen station index used the term:

designated market areas

Barter syndication

first run programs offered free or for a reduced rate by the producer but with some of the ad space pre sold to national advertisers

Off network syndication

former popular network programs sold to individual stations for rebroadcast

!A type of insert that is extended and folded over to fit into a magazine is known as:

gatefold

!Sponsored links are:

inorganic in nature

!Page rank based search results are:

organic in nature

First run syndication

original shows produced specifically for the syndication market

Local city magazines examples

palm springs life, san diego magazine

Audience share

percentage of homes that uses sets which are turned to a particular program

The _______ base is the circulation figure used to determine a publishers fee for running advertisements

rate

!Search engines display a listing of info about a word or phrase that a user has typed into a text box on a _________.

search-results page

National magazines examples

tv guide, AARP the magazine