Mktg 353 Chapter 10
e
20. Magazines provide advertisers with: (1 point) a. audience selectivity b. prestige c. pass-along readership d. authority and believability e. all of the above
c
21. Which of the following statements helps to explain the popularity of magazines as an advertising medium? (1 point) a. Magazines support a high-frequency strategy. b. Magazines are the most effective and least expensive of all media for reaching a mass market. c. Magazines offer flexibility in both readership and advertising. d. Magazines have a short lead time when compared with other media. e. Magazines have a high CPM.
d
22. Which of the following statements explains why some advertisers are reluctant to use magazines as an advertising medium? (1 point) a. The results of magazine advertising cannot be measured. b. Magazines have a low cost per thousand (CPM). c. Magazines have to contend with the problem of increasing circulations, which increases printing costs. d. Magazines cannot deliver high-frequency. e. All of the above describe the medium's drawbacks.
a
23. The reach of magazines: (1 point) a. is adversely affected by declining magazine circulations b. is reduced when long headlines are used c. is better when reverse type is used d. enhances audience selectivity e. equals the number of times an advertising message is seen by the same person or household
e
62. Sunday newspapers generally combine standard news coverage with: (1 point) a. increased classified advertising volume b. greater advertising and news volume c. expanded editorial and opinion sections d. review and analysis of past week's events e. all of the above
c
63. Sunday supplements are distinct from other sections of the newspaper in that they: (1 point) a. never contain editorial material b. primarily attract local advertisers c. are printed on the same type of paper as inserts d. contain cheaper ad space e. contain photographs
a
64. Which of the following is NOT a major classification of newspaper advertising? (1 point) a. gatefold b. display c. classified d. public notice e. preprinted inserts
A
24. The ad for the horse medication contains a photo of and a testimonial by Monty Roberts, a noted horse trainer. The background of the ad was designed to look like leather and extends to the very edge of the page. The advertiser probably had to pay the magazine a 15 percent premium for this extended background called a(n): (1 point) a. bleed page b. environmental re-creation c. edge printing d. environmental realism e. picture frame
b
25. When the dark or colored background of an ad extends to the edge of the printed page, it is said to be a(n): (1 point) a. page wrap b. bleed c. enveloped page d. overrun e. masked page
d
26. Why would an advertiser willing pay a 15 percent premium price for an ad that bleeds off the page? (1 point) a. the ability to use red, the most popular color in the United States b. a volume discount if the ad is reused in later publications c. a guaranteed better quality reproduction d. greater flexibility in expressing the advertising idea e. all of the above
c
27. An ad for Verizon wireless on the back cover of a Fast Company magazine would be an example of a(n): (1 point) a. first cover b. bleed page c. fourth cover d. island half e. gatefold
d
28. A small ad for The Hat Store, a retailer of Western-style hats is in the middle of a page in an issue of Western Horseman. An article trail riding surrounds the ad. The retailer's ad is an example of a(n): (1 point) a. trade promotion b. gatefold c. centerpiece d. island half e. floater
d
29. Which of the following are two types of ads placed in the middle of magazine pages and surrounded by editorial matter? (1 point) a. island halves and gatefolds b. gatefolds and inserts c. quarter-page units and half-page units d. junior units and island halves e. junior units and inserts
b
30. An advertiser that wants to add weight and drama to its advertising message can have the ad printed on high-quality paper stock and placed in the magazine for a premium price. This is called a (n): (1 point) a. island half b. insert c. gatefold d. junior unit e. full unit
b
31. An ad for Maker's Mark bourbon in Business 2.0 magazine was printed on high-quality paper stock to add weight and drama to the advertising message. The finished ad was shipped to the magazine publisher for inclusion in its December issue. The ad for which the advertiser paid a premium price exemplifies a(n): (1 point) a. island half b. insert c. gatefold d. junior unit e. full unit
a
32. A gatefold is a(n): (1 point) a. insert with pages that extend and fold over to fit into a magazine b. rate card used for cover positions c. three-dimensional ad in a magazine d. a method used to decrease advertising clutter e. ad that generates interest by repetition throughout the publication
d
33. An institutional ad for Ford Motors is on a page that is wider than the normal pages found in Business 2.0 magazine. To view the entire insert, the reader must open the folded pages. The Ford ad is an example of a(n): (1 point) a. folded insert b. partitioned unit c. folded unit d. gatefold e. larger-than-life unit
a
34. What are the three most common ways to categorize or classify magazines? (1 point) a. content, geography, and size b. print face, ad rates, and size c. audience, ad rates, and percentage of color d. content, audience, and number of issues per year e. size, distribution channels, and content
b
35. Western Horseman, Sports Illustrated, Better Homes & Gardens, and Marie Claire are all examples of _____ magazines. (1 point) a. demographic b. consumer c. regional d. psychographic e. content
d
36. Lumberman is a monthly publication targets businesses in the sawmill industry. It is an example of a _____ magazine. (1 point) a. geographic b. demographic c. professional d. business e. content
a
37. On what do magazines base their advertising rates? (1 point) a. circulation b. size c. content d. format e. target audience
d
38. What is first step when analyzing a publication's potential effectiveness? (1 point) a. count its outlets of distribution b. verify its circulation figures c. audit its circulation procedures d. assess its audience e. perform a competitive audit
c
39. Guaranteed circulation in magazines: (1 point) a. equals the delivered circulation b. is the number of copies of a magazine sold on newsstands c. is the number of copies of the magazine that the publisher expects to circulate d. is the maximum number of magazines that will be distributed through all channels e. equals the primary circulation plus pass-along readership minus a safety measure of 10 percent
c
40. Which of the following companies would verify that a magazine's circulation figures are accurate? (1 point) a. Better Business Bureau b. Advertising Federation of America c. Audit Bureau of Circulation (ABC) d. U.S. Department of Commerce (Auditing Division) e. A.C. Nielsen Company
e
41. The ______ of a magazine includes all of the people who buy a publication at a newsstand of bookstore and all of the magazine's subscribers. (1 point) a. total market coverage b. market CPM c. selective market d. magazine diffusion e. primary circulation
a
42. When Marcos finishes reading his subscriber's copy of Modern Woodworking magazine he gives the copy to his neighbor Taylor. Taylor is part of the magazine's: (1 point) a. pass-along readership b. secondary communications network c. derived readership d. secondary target audience e. subsidiary target audience
c
43. A(n) _____ covers a specific industry in all its aspects and is of interest only to an individual employed in that industry. (1 point) a. audience-selective publication b. integrated publication c. vertical publication d. functional medium e. VMS medium
a
44. Lumberman is targeted to people who use and operate sawmills. The publication is really on read by people in this field and is, therefore, an example of a(n) _____ publication. (1 point) a. vertical b. VMS c. demographic d. integrated e. audience-selective
e
45. Catalog Business is a magazine for anyone interested in marketing a product through a catalog, whether in the nursery business, the clothing industry, the memorabilia business, or the food industry. Catalog Business is an example of a(n) _____ publication. (1 point) a. vertical b. functional c. diffused d. HMS e. horizontal
b
46. Horizontal publications are very effective advertising vehicles because they: (1 point) a. offer minimal reach b. tend to be very well read c. have low pass-along readership d. cover a specific industry in all of its aspects e. are all of the above
b
47. Pallet Enterprise magazine is a business publication aimed at people who are in the pallet and container industries. It is only sold through subscriptions. Therefore, Pallet Enterprise is an example of a(n) _____ business magazine. (1 point) a. flat- circulation b. paid- circulation c. controlled- circulation d. fixed- circulation e. variable- circulation
b
48. If a publication is available on a controlled basis, it means the: (1 point) a. publisher must run a series of marketing tests before new subscriptions can begin b. magazine is received free of charge by those individuals believed to be in a unique position to influence the purchase of advertised products c. publisher limits the number of copies available so that a premium price can be charged for each issue d. publisher limits the number of advertisers in the publication to a maximum of twenty e. magazine is distributed through exclusive distribution channels rather than sent through the mail
e
49. Meat Marketing and Technology is mailed free to a selected list of individuals who the publisher feels are in a unique position to influence the purchase of the merchandise it advertises, such as meat slicers and packaging trays. It is distributed on a(n) _____ circulation basis. (1 point) a. pro bono b. free exchange c. autonomous d. generic e. controlled
e
50. Which of the following is an example of a value-added service offered by magazines to their regular advertisers? (1 point) a. advance copies for the trade b. response cards that allow readers to request an advertiser's brochure c. aid in handling sales force meetings d. marketing research into consumer attitudes and brand preferences e. all of the above
d
51. The _____ date is the date all ad material must be in the publisher's hands for a specific issue. (1 point) a. controlled b. press c. publication d. closing e. printing
b
52. Which of the following statements about dates that affect purchases of advertising in magazines is true? (1 point) a. The in-hand date is the date printed on the cover. b. The closing date is the date all material must be in the publisher's hands for a specific issue. c. The four dates that affect purchases of advertising in magazines are cover date, on-sale date, in-hand date, and closing date. d. The cover date is the date the magazine is actually issued. e. All of the above statements about dates that affect purchases of advertising in magazines are true.
d
53. Michael looked at a rate card for Equus magazine and saw that the one-time cost for a full-page black-and-white ad was $795. He knows that the magazine has a total circulation of 15,000. Calculate the magazine's CPM. (1 point) a. $0.53 b. $5.03 c. $18.87 d. $53.00 e. $188.87
a
54. Every issue of Equus magazine contains an ad for Port-A-Stall, manufacturers of quality animal housing. What kind of discount will this advertiser most likely receive from the publisher of this magazine? (1 point) a. frequency discount b. trade promotion c. service allowance d. presentation discount e. nonprofit discount
c
55. Which of the following is used as a basis for classifying newspaper categories? (1 point) a. their organizational structures b. their method of gathering marketing research data c. their frequency of deliveries d. their subscription rates e. all of the above
c
56. Weekly newspapers are the fastest-growing class of newspapers because they: (1 point) a. have a shorter life than daily newspapers b. tend to have a larger male readership than daily newspapers c. emphasize local news and advertising d. have a significantly lower CPM than daily newspapers e. do not charge premium rates
d
57. The two basic physical sizes of newspaper formats are: (1 point) a. normal sized and pocket-sized b. insert-sized and oversized c. oversized and carrier sized d. standard-size and tabloid e. gatefold and standard-sized
b
58. Which of the following statements describes an advantage that has traditionally set newspapers apart from other media? (1 point) a. Newspapers cannot provide an advertiser with overlapping circulation. b. Newspapers are an active medium. c. Newspapers have clear color reproductions. d. Newspapers can provide the advertiser with prestige for the product advertised. e. Newspapers are the most selective of all media.
b
59. Which of the following advertising media has the highest level of credibility according to its target audience(s)? (1 point) a. word-of-mouth b. newspaper c. radio d. direct marketing e. television
a
60. Which of the following statements describes a disadvantage that has traditionally set newspapers apart from other media? (1 point) a. Newspapers may have overlapping circulation. b. Newspapers are comprehensive in scope. c. Newspaper readership is concentrated in time. d. Newspapers do not provide an advertiser with any creative flexibility. e. Newspapers are an active medium.
c
61. Newspapers may be classified according to: (1 point) a. organizational structures b. method of gathering marketing research data c. type of audience d. subscription rates e. percentage of advertisements
c
65. To prevent newspaper readers from mistaking a reading notice for editorial matter, newspapers require that: (1 point) a. a black border be placed around the reading notice b. all reading notices must appear in a cover position c. the word advertisement appears at the top of all reading notices d. reading notices never appear on or near a newspaper's editorial page e. the print face used for reading notices be distinctively different from that commonly used on the editorial page
a
66. The cost of a classified ad in a newspaper is typically based on: (1 point) a. the number of lines the ad occupies b. the amount of creativity required for the ad design c. desired reach d. anticipated response rates e. the number of ROPs it requires
b
67. Why do newspapers typically charge national advertisers more for national ads than they charge local advertisers for local ads? (1 point) a. National advertisers typically demand an ROP schedule. b. Newspapers incur additional costs in serving national advertisers. c. National advertisers refuse to use a promotional schedule. d. The Federal Trade Commission has decreed that discounts for interstate ad rates are illegal. e. The reach for local ads is much higher than the reach for national ads.
d
68. Most national newspapers charge a(n) _____, which means they allow no discounts for large or repeated space buys. (1 point) a. open rate b. one-time rate c. leveraged rate d. flat rate e. contribution rate
b
69. When would an advertiser be charged a short rate? (1 point) a. if the advertiser requests its ads to be placed in a particular section of the newspaper b. if the advertiser contracts for a full year's worth of advertising and fails to buy it c. if the ad is not ready by the closing date d. if the newspaper advertiser wants to change an ad after the publication's closing date e. if the advertiser wants to use a preprinted insert in addition to a display ad
a
70. The owner of a fabric store has accepted an ROP advertising rate. This means that the retail advertiser. (1 point) a. may find its ad anywhere in the newspaper, wherever space permits b. is testing the pull rate of two identical size ads with different content for the same product c. will not require the newspaper to rerun its ad if production quality is less than desirable d. will be penalized if it decides to pull its ad before the closing date e. can ensure a choice position in the newspaper by paying the higher ROP rate
c
71. The local vocational college, wants to run an ad for on the same page as an article listing recent high school graduates. To ensure receiving this spot, the college will need to pay a _____ rate. (1 point) a. power location b. choice ad site c. preferred-position d. dominant position e. prime position
c
72. When advertisers place an ad, they submit a(n) _____ to the newspaper stating the date(s) on which the ad is to run, its size, the desired position, the rate, and the type of artwork accompanying the order. (1 point) a. ad pasteup b. preprinted insert c. insertion order d. layout board e. contractual agreement
d
73. A tear sheet is: (1 point) a. another term for an ad pasteup b. a guarantee that the ad will receive ROP positioning c. a perforated, preprinted insert d. a page that verifies that an ad ran as it was supposed to e. the receipt that the media salesperson gives to the advertiser
b
74. Which of the following would be good advice for someone who is designing an ad for obedience training for dogs? The ad will run in a local newspaper. (1 point) a. The more clutter in the ad, the more distinctive the ad is perceived. b. Do not print copy in reverse type. c. Never use long headlines d. Hide photo captions in body copy to arouse reader curiosity. e. Drawings are more effective than photos.
e
75. What advice would you give to someone who is developing an ad for a new pizza restaurant? (1 point) a. Develop a simple advertising format. b. Make each ad a complete sale. c. Twice as many people read picture captions as read body copy. d. Avoid negative headlines. e. All of the above are true.
true
tf Selecting the most appropriate media mix for a campaign requires the following two distinct skills: understanding the unique characteristics of the various media alternatives and determine which media will most efficiently and effectively reach the target audience.
false
tf1. An ad for Convenience Food Systems on the back outside cover of Meat Marketing and Technology magazine would be on the second cover
false
tf10. In terms of advertising volume, newspapers are the largest medium.
true
tf11. The standard advertising unit (SAU) system standardized the newspaper column width, page sizes, and ad sizes.
true
tf12. One of the advantages of using newspapers as the advertising medium of choice is geographic selectivity.
true
tf13. Shoppers are sometimes call pennysavers.
false
tf14. Newspapers charge premium rates to carry legal public notices.
true
tf15. National newspaper rates are on average 75 percent higher than local rates.
true
tf16. A short rate is the difference between the controlled rate and the earned rate for the actual inches run.
false
tf17. The preferred position for a newspaper ad is lengthwise across the bottom of the page.
false
tf18. A proof copy is the same as a tear sheet.
true
tf19. When writing an ad for print media, remember that long headlines typically sell more merchandise than shorter ones.
true
tf2. One of the disadvantage s of magazines as an advertising medium is their lack of immediacy.
false
tf3. A gatefold occurs when a magazine page is not cut properly, and the page inadvertently stands out.
true
tf4. The broadest classifications of magazine content are consumer magazines, farm magazines, and business magazines.
false
tf5. Regional magazines are simply national publications with a regional focus.
false
tf6. A magazine's ad rates are based on its contents
false
tf7. Horizontal publications cover a specific industry in all of its aspects.
true
tf8. In controlled circulation, the publisher mails the magazine free to individuals who the publisher thinks can influence the purchase of advertised products.
true
tf9. Second and third cover rates typically cost less than the fourth cover.