BUAD471 Ch 12
_____ offer differentiated editorial content and are published for labor unions, professional organizations, industries, or hobbyists. A. Trade newspapers B. Newspaper supplements C. Regional newspapers D. Special-audience newspapers E. Demographic-oriented newspapers
Special-audience newspapers
_____ magazines assemble readers with similar lifestyles or interests and offer marketers an efficient way to reach these people with little wasted coverage or circulation. A. Trade B. General-interest C. Business D. Cultural E. Special-interest
Special-interest
_____ is a system that was created in 1984 to make newspaper advertising rates comparable to other media that sell space and time in systemized units. A. The column inch B. The flat rate system C. Standard advertising units D. The portfolio inch E. Agate line
Standard advertising units
When publications fix advertising rates based on a set average circulation figure that is nearly always below the actual circulation delivered by a given issue but carries no guarantee, they are using: A. ancillary circulation rates. B. a circulation verification system. C. pass-along circulation rate scale. D. a circulation rate base system. E. a rebate system.
a circulation rate base system.
Mars Inc. printed 1,200 brochures with the intention of distributing them using a national newspaper. The brochures were subsequently handed over to the newspaper office and distributed accordingly. This scenario depicts the use of _____. A. display advertising B. classified advertising C. a preprinted insert D. a printacular E. gatefold advertising
a preprinted insert
Consumers are generally receptive to advertising in magazines because: A. ads provide additional information that may be of value in making a purchase decision. B. ads in magazines are intrusive and cannot be ignored. C. magazines are low-involvement advertising medium. D. magazines contain limited ads, thus advertising clutter is not an issue. E. of its very short lead time.
ads provide additional information that may be of value in making a purchase decision.
Traditionally, newspaper advertising space for national advertisers has been sold according to the: A. standard advertising units. B. column inch. C. agate line. D. cost per thousand system. E. page rate system.
agate line.
Critics argue that printaculars: A. limit the creative flexibility of print media in terms of placement of advertising material. B. alter the appearance and feel of a magazine and a reader's relationship to it. C. are not used enough to be considered a separate advertising category. D. result in horizontal promotional conflict among advertisers. E. hinder the evaluation of the overall benefits of an advertising media.
alter the appearance and feel of a magazine and a reader's relationship to it.
Which of the following statements is true about clutter in magazine advertising? A. Clutter makes it easy for an advertiser to gain readers' attention and draw them into an ad. B. Most magazines devote less than 30 percent of their pages to advertising and clutter is typically controlled. C. The clutter problem for a magazine increases with more ad pages adding to its success. D. Most magazines are not concerned about the clutter problem since there is usually no other way for advertisers to reach the market they serve. E. Magazine publishers do not attempt to control the clutter problem by maintaining a reasonable balance of editorial pages to advertising.
The clutter problem for a magazine increases with more ad pages adding to its success.
Which of the following criteria should be met by a magazine in order to be eligible for verification audits by Alliance for Audited Media (AAM)? A. It must be published on a controlled-circulation basis. B. It must be a business publication. C. The publication must have 70 percent or more paid circulation. D. The publication must be a member of the Magazine Publishers of America Trade Association. E. The publication must have a digital replica edition of magazines.
The publication must have 70 percent or more paid circulation.
Which of the following is true of consumer magazines? A. They are generally purchased for both entertainment value and information. B. They are typically known as niche magazines. C. They are primarily annual publications. D. They are only sold through sole distribution. E. They cannot be sold through circulation.
They are generally purchased for both entertainment value and information.
Which of the following statements about newspapers as an advertising medium is true? A. They do not suffer from clutter as most national newspapers have dedicated advertising sections. B. They do not facilitate the use of unconventional sizes and formats such as stairsteps, bookends, U-shapes, island ads, spadea ads, and half-page spreads. C. Unlike magazines, they are generally easier to reproduce. D. Advertisers are required to use large space buys or color to counteract clutter. E. Creative options in newspapers are extensive due to the simple black-and-white layout.
Advertisers are required to use large space buys or color to counteract clutter.
Which of the following statements is true about newspaper supplements? A. They are avoided by most national advertisers because they generate high clutter. B. They are generally considered unsuitable for national advertising due to their high cost. C. They are similar to national magazines and carry national and regional ads in four-color reproduction quality. D. They appeal to advertisers who are not concerned about reproduction quality and who prefer to use black and white ads. E. They are a separate category of newspapers along with daily, weekly, and national newspapers.
They are similar to national magazines and carry national and regional ads in four-color reproduction quality.
Which of the following is true of consumer magazines? A. They are useful for reaching general consumers of services. B. They are published for a specific business or industry. C. They are sold only through circulation. D. They are also known as farm publications. E. They are not suitable for reaching a specific target market.
They are useful for reaching general consumers of services.
Which of the following is true of split runs? A. They are also known as bleed pages. B. They reproduce images using mechanical printing. C. They are usually printed in alternate copies of a specific magazine. D. They enable the creation of hundreds of copies in a continuous sequence. E. They are generally considered less effective than selective binding.
They are usually printed in alternate copies of a specific magazine.
Which of the following is true of newspaper advertisements? A. They do not require the use of creative options. B. They are highly expensive to create. C. They can be reproduced quickly. D. They are considered inflexible during production. E. They typically offer limited selectivity.
They can be reproduced quickly.
Which of the following is a characteristic of magazine ads? A. They create lower customer receptivity. B. They do not offer permanence. C. They offer a potential for gaining prestige. D. They offer poor reproduction quality. E. They generally cost lower than newspaper ads.
They offer a potential for gaining prestige.
Which of the following is true of newspapers as an advertising medium? A. They do not enable marketers to use geographic selectivity. B. They are generally considered to have better reproductive quality than magazines. C. They offer high market penetration and coverage. D. They offer limited flexibility to advertisers. E. They typically have a long life-span.
They offer high market penetration and coverage.
Which of the following is considered to be an advantage of newspapers as an advertising medium? A. They offer several valuable specialized services to advertisers. B. They offer better reproductive quality than magazines. C. They generally have a long life span. D. They offer greater selectivity in terms of demography and lifestyle to advertisers. E. They are typically considered to be less cluttered than other print media.
They offer several valuable specialized services to advertisers.
Which of the following is true of weekly newspapers? A. They do not focus on news and recent events. B. They typically originate in small towns or suburbs. C. They are used exclusively by national advertisers. D. They are printed on a weekly basis due to the large volume of news. E. They are also known as national newspapers.
They typically originate in small towns or suburbs.
Which of the following is one of the disadvantages associated with the use of magazines as an advertising medium? A. Low receptivity to advertising by readers B. Low demographic selectivity C. Thin penetration of households D. Reduced permanence and prestige E. Inability to offer specialized services
Thin penetration of households
Which of the following comparisons between primary in-home readers, pass-along readers, and out-of-home readers is true? A. Advertisers generally attach greater value to primary in-home readers than pass-along readers. B. Pass-along readers and out-of-home readers are more likely to read a magazine than principal readers. C. Pass-along readers should be totally discounted in evaluating magazine readership. D. Pass-along readers generally spend more time with a magazine and pick it up more often than primary in-home readers. E. Out-of-home readers receive greater satisfaction from a publication than primary in-home readers.
Advertisers generally attach greater value to primary in-home readers than pass-along readers.
_____ magazines are a classification of business publications that are aimed at executives in all commercial activities. A. General business B. Trade C. Professional D. Industrial E. Niche
General business
Which of the following is a characteristic of magazine-based advertising? A. Greater creative flexibility B. Poor reproduction quality C. Limited selectivity D. Lower costs E. Impermanence
Greater creative flexibility
Which of the following is a primary advantage of magazines? A. High selectivity B. Low clutter level C. Low lead time D. High reach E. Large frequency
High selectivity
Which of the following is not one of the ways magazine publishers are looking to improve their positions? A. Stronger editorial platforms B. Higher quality paper and ink C. Better circulation management D. Database marketing E. Cross-magazine and media deals
Higher quality paper and ink
Which of the following is considered a primary benefit derived from using magazines as an advertising medium? A. Higher reproduction quality B. Greater reach C. Lower costs D. Selective binding E. Creative inflexibility
Higher reproduction quality
Which of the following technological processes makes it possible to personalize an advertising message? A. Cross-boarding B. Ink-jet imaging C. Cross-media binding D. Digital imaging E. Desk top publishing
Ink-jet imaging
Which of the following is true of magazine advertising in relation to the problem of clutter? A. Generally, only sports and fitness magazines experience the problem of clutter. B. Magazine publishers do not attempt to control the clutter problem. C. It is not as serious an issue for magazines as for radio or TV. D. The problem of clutter is usually solved with split runs. E. Typically, magazine readers are less tolerant toward clutter.
It is not as serious an issue for magazines as for radio or TV.
Which of the following is true of local display advertising? A. It is primarily used by supermarkets and departmental stores. B. It refers to newspaper display advertising done by marketers of branded products. C. It is primarily used by airlines, major retail chains, and automakers. D. It is used to market products but not services. E. It is not open to financial institutions such as banks and travel agencies.
It is primarily used by supermarkets and departmental stores.
Which of the following is true of magazine advertising? A. It offers lower consumer receptivity and engagement. B. It offers relatively lower competition. C. It offers relatively lower reach and frequency than other media. D. It is generally considered to have a lower lead time. E. It does not offer selective binding opportunities.
It offers relatively lower reach and frequency than other media.
Which of the following statements about magazines as an advertising medium is true? A. Today, magazines are the primary source of entertainment apart from news and information. B. Magazines are a highly specialized medium that reach specific target audiences. C. There has been a decline in magazine readership because magazines offer general information. D. Magazines are not dependent on advertising revenues since they can charge higher prices for their publications. E. Magazines are the primary advertising medium in terms of advertising revenues.
Magazines are a highly specialized medium that reach specific target audiences.
_____ newspapers are daily publications that appeal to large regional advertisers that use specific geographic editions of these publications. A. Weekly B. National C. Sunday D. Special-audience E. Bimonthly
National
_____ are often referred to as high-involvement media because they generally require some attention and effort on the part of the consumer to process the information that they provide. A. Newspapers and magazines B. Newspapers and television C. Magazines and radio D. Radio and television E. Radio and newspapers
Newspapers and magazines
Which of the following statements about newspapers as an advertising media vehicle is true? A. Newspapers are the primary advertising medium in terms of ad revenue but not in terms of number of advertisers. B. Newspapers are primarily a local advertising medium for retail businesses but are also used by large national advertisers. C. A primary feature of newspapers is that they can survive without any advertising revenue. D. Consumers view newspapers as their primary source of entertainment. E. The popularity of newspapers as an important media vehicle to advertisers has drastically declined because of the competition from the broadcast media.
Newspapers are primarily a local advertising medium for retail businesses but are also used by large national advertisers.
Which of the following statements about the geographic selectivity offered by newspapers is true? A. Newspapers offer less geographic selectivity than most other media. B. Newspapers in large cities provide very little geographic selectivity to advertisers. C. Newspapers provide little geographic selectivity to local advertisers because of their inability to adapt ad campaigns to local market conditions. D. Newspapers provide geographic selectivity by creating strong sales potential in a particular area for national advertisers. E. Newspapers offer advertisers more geographic selectivity than direct mail.
Newspapers provide geographic selectivity by creating strong sales potential in a particular area for national advertisers.
Chris O'Brian, an avid skier, takes a weeklong ski vacation every winter. To help plan his vacation, O'Brian consults all of the past issues of Scend magazine, a publication on adventure sports destinations. Which of the following advantages of magazines as an advertising medium is demonstrated in the way O'Brian's uses this publication? A. Services B. Permanence C. Prestige D. Creative flexibility E. Geographic selectivity
Permanence
CL Inc. runs a series of product ads in a popular magazine. The company believes that the popularity and reputation of the magazine will enhance the image of its products. Which of the following distinct positive features of magazines is the company trying to utilize in this scenario? A. Geographic selectivity B. Creative flexibility C. Prestige D. Permanence E.Costs
Prestige
_____ is the number of magazine copies distributed to original subscribers or purchasers. A. Primary circulation B. Total circulation C. Tangential readership D. Guaranteed circulation E. Pass-along circulation
Primary circulation
_____ is a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence. A. Split running B. Overrunning C. Gatefolding D. Ink-jetting E. Selective binding
Selective binding
_____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a publication. A. Split running B. Selective binding C. Cross-media running D. Controlled circulation E. Digital jetting
Selective binding
DigiSafe Inc. makes security systems for computer networks. It offers a fingerprint recognition program to its users. A magazine ad for DigiSafe products shows a lock with the words "Protected Zone" painted on it. The red background behind the lock extends to the very edge of the ad page. This ad is an example of a(n): A. gatefold. B. bleed page. C. maximum coverage ad. D. overrun. E. sticker.
bleed page
A magazine ad for Savor Raisins contains a swirl of dark chocolate with a top layer of raisins. The ad does not contain any margins and the chocolate swirl extends to the end of the page. This ad is an example of a(n): A. gatefold. B. bleed page. C. die-cut. D. overrun. E. heavy card stock.
bleed page.
Magazine advertisements that extend to the end of a page rather than leaving a margin around the ad are called: A. gatefolds. B. bleed pages. C. overscans. D. overruns. E. total page ads.
bleed pages.
A clothing retailer would use an island ad to: A. break through the clutter typically found in newspapers. B. create high reproduction quality ads. C. make a newspaper accountable for the sales generated by the ad. D. reduce overall costs of newspaper advertising. E. identify potential target markets.
break through the clutter typically found in newspapers.
Health care publications targeted at specific streams such as dental, medical and surgical, nursing, biotechnological sciences, and hospital administration are classified as: A. business publications. B. special-interest consumer magazines. C. trade magazines. D. general-interest consumer magazines. E. independent publications.
business publications.
Buying ad space in regional editions of national magazines: A. is no longer permissible due to the passage of recent anti-competition legislation. B. can reduce an advertiser's cost per thousand for reaching desired audiences. C. diminishes the value of pass-along readership. D. creates overlapping subscription data. E. can eradicate the problem of clutter.
can reduce an advertiser's cost per thousand for reaching desired audiences.
Magazine rates are primarily a function of: A. selectivity. B. digital imaging. C. selective binding. D. circulation. E. pass-along readership.
circulation
Employment, automotive, and real estate ads are the three major categories of _____ advertising. A. local display B. special C. insert D. classified E. retail
classified
The high ratio of advertising to editorial content in most magazines causes magazines to experience the problem of: A. clutter. B. limited frequency. C. longer lead times. D. lower selectivity. E. low reproduction quality.
clutter
According to Standard Rate and Data Service's (SDRS's) classification of magazines, _____ magazines are bought by the general public for information and/or entertainment. A. niche B. consumer C. business D. national E. industrial
consumer
NMen, a men's weekly magazine, provides information on a variety of subjects such as men's heath, travel tips, sports, and so on. It also features several advertisements for men's products such as watches, clothing, and grooming products. NMen is likely to be an example of a: A. consumer magazine. B. trade magazine. C. farm publication. D. business publication. E. niche publication.
consumer magazine.
According to Standard Rate and Data Service (SRDS), magazines can be classified as: A. consumer, health care, and business publications. B. regional, national, and international publications. C. agrarian, industrial, and specialized publications. D. general, specialized, and niche publications. E. affective, behavioral, and cognitive publications.
consumer, health care, and business publications.
Many business magazines are sent free to individuals who, a publisher believes, can influence a company's purchases for products and services advertised in the publication. This activity is referred to as _____ basis. A. primary circulation B. guaranteed circulation C. pass-along circulation D. principal-circulation E. controlled-circulation
controlled-circulation
Raiment Inc. manufactures sewing machines. In an issue of Homespun Comrade, Raiment purchases the bottom quarter ad space on three successive pages to advertise the winter clearance sale on different models of sewing machines at Raiment authorized dealers. Raiment is using _____ to attract readers' attention. A. gatefolds B. bleed pages C. creative space buys D. overruns E. total page ads
creative space buys
The Suave Teen is a Canadian publication that primarily targets high school teenagers. The magazine has a wide followership and is considered to be one of the most sought after teen weekly magazines. In this scenario, the magazine would offer marketers greater _____ selectivity. A. demographic B. psychographic C. lifestyle D. affective E. behavioral
demographic
The New Jersey Concord is a magazine that targets the members of various law enforcement agencies in the state of New York. Purely as a medium of advertisement, the magazine offers manufacturers of guns and bulletproof vests greater: A. permanence. B. flexibility. C. demographic selectivity. D. geographic reach. E. reproduction.
demographic selectivity.
When a newspaper offers no discounts for quantity or repeated space buys, it is using a(n) _____ structure. A. ROP B. inch rate C. open-rate D. flat rate E. SAU rate
flat rate
The use of a third page that folds out to create an extra-large advertising spread in a magazine is called a(n): A. bleed page. B. printacular. C. gatefold. D. stock card fold. E. overrun fold.
gatefold
The second cover of MagAuto opens up into a third page, which gives it an extra-large spread. In magazine advertising, this third page is referred to as a(n): A. bleed page. B. printacular. C. gatefold. D. page manipulator. E. overrun.
gatefold.
National advertisers in the automotive, tobacco, and pharmaceutical fields are liable to: A. retail advertising rates. B. general advertising rates. C. local advertising rates. D. flat rates. E. NNN rates.
general advertising rates.
Newspapers generally offer more _____ than any other medium except direct mail. A. digital imaging B. geographic selectivity C. color advertising D. permanence E. creative option
geographic selectivity
Magazines that are published for special-interest groups are targeting: A. lower permanence. B. greater flexibility. C. greater selectivity. D. lower lead time. E. larger reach.
greater selectivity.
Farm publications are not classified with business publications because: A. historically farms were not perceived as businesses. B. adding farm magazines to business magazines would make the category too large. C. farm magazines are a hybrid of consumer and business magazines. D. farming is considered as a community service occupation. E. businesses do not have agricultural interests.
historically farms were not perceived as businesses.
More companies buy advertising _____ than in any other medium. A. in newspapers B. in magazines C. on cable television D. on radio E. on network television
in magazines
Asea is a publication that provides information on world trends and technology to offshore oil and gas operations. This is an example of a(n) _____ publication. A. general business B. trade C. professional D. industrial E. consumer-oriented
industrial
Using multiple ads in the same issue: A. is relatively less expensive than ink-jet imaging. B. is considered to be an inefficient way to build frequency. C. is referred to as the process of selective binding. D. is the most popular method for obtaining greater reach. E. is known as split running.
is considered to be an inefficient way to build frequency.
Although not a category of newspapers per se, _____ are valuable to advertisers that want to use a newspaper yet get four-color reproduction quality in their ads. A. daily newspapers B. classifieds C. magazine supplements D. freestanding inserts E. special-audience newspapers
magazine supplements
Advertisers of a fast-food restaurant want to achieve geographic selectivity in their magazine media schedule. They should do so by advertising in: A. magazines that are targeted toward a particular area. B. special-interest farm publications. C. trade publications targeted at distributors and retailers. D. international editions of popular food magazines. E. general-interest business magazines.
magazines that are targeted toward a particular area.
The total audience, or readership, of a magazine can be calculated by: A. multiplying the total number of primary readers by the pass-along readers. B. multiplying the total readership by the average pass-along readership number. C. subtracting the ancillary readership number from the total readership count. D multiplying the readers per copy by the circulation of an average issue. E. subtracting the pass-along readership number from the total readership count.
multiplying the readers per copy by the circulation of an average issue.
The primary advertising medium in terms of both ad revenue and number of advertisers are: A. broadcast televisions. B. radios C. magazines D. newspapers E. direct mails
newspapers.
During her visit to a beauty salon, Lily browsed through Inner Beauty, a magazine dedicated to working women, while she was waiting at the reception. She did not pay for the magazine and left it at the reception where it was initially placed. This scenario is an illustration of: A. primary readership. B. guaranteed readership. C. pass-along readership. D. total readership. E. principal readership.
pass-along readership.
Selective binding and ink-jet imaging make it possible for magazines to offer: A. personalized advertising messages. B. high reach and frequency. C. reduced advertising rates. D. detailed advertising information. E. higher pass-along readership.
personalized advertising messages.
The coarse paper stock used in printing most newspapers leads to: A. their limited pass-along readership. B. a lack of reader interest and involvement. C. the presence of extensive clutter. D. a lack of geographic selectivity. E. poor reproduction quality.
poor reproduction quality.
If a promoter of a boxing match wants to place an ad in the sports section of a newspaper, the promoter is likely to pay a(n) _____ rate. A. flat B. run of paper C. preferred position D. agate E. SAU
preferred position
James regularly borrows a magazine from Lily, who subscribes to it. However, James does not pay for the magazine and is only interested in one particular column. In this scenario, Lily is considered to be a(n): A. ancillary reader. B. pass-along subscriber. C. primary reader. D. secondary subscriber. E. total reader.
primary reader.
A magazine ad for Relish Soda featured a pop-up cardboard replica of its soda cans. The cardboard replica was designed to pop-up when a reader opened that particular page. This scenario is an illustration of a: A. bleed page. B. gatefold. C. multisensory ad. D. printacular. E. run-of-page ad.
printacular
Ads in magazines that utilize pop-ups, heavy inserts, talking ads, or other distractions to attract readers' attention are sometimes referred to as: A. multisensory ads. B. enhanced advertising pages. C. printaculars. D. fine-tuned sensory interceptors (FSIs). E. distracters.
printaculars.
Velocity Inc. makes shoes for athletes. Its market research has shown that there are a large number of competitive long-distance runners in the Pacific Northwest region of the United States. These individuals would be willing to pay over $200 for a good pair of running shoes. In order to reach this market, Velocity should use: A. regional editions of general-interest magazines. B. the sports section of national newspapers. C. regional editions of general sports magazines. D. regional editions of specialty magazines. E. local television.
regional editions of specialty magazines
ND Daily, a local city newspaper, caters to the residents of the city as well as the suburbs located in a 20-mile radius around the city. If the market area within the city is referred to as the city zone, the market in the suburbs whose residents trade with merchants in the city zone is referred to as the: A. local zone. B. retail trading zone. C. demarcated zone. D. peripheral zone. E. special category zone.
retail trading zone.
Basic rates quoted by a newspaper that call for an ad to be placed on any page or in any position desired by the paper are known as _____ rates. A. preferred position B. open C. flat D. run of paper E. combination
run of paper
Finn's Hallmark News, a weekly newspaper, specifically targets philatelists and contains material relating to philately, postal history, and other related information. In this scenario, Finn's Hallmark News is a: A. trade newspaper. B. special-audience newspaper. C. demographic-oriented newspaper. D. newspaper supplement. E. regional newspaper.
special-audience newspaper.
Newspapers targeted at various religious groups compose a large class of: A. gatefold papers. B. special-interest papers. C. syndicated newspaper supplements. D. national newspapers. E. consumer publications.
special-interest papers.
Pluto Inc. prepares two magazine ads with slight regional variations. The ads are set to be launched in alternate copies of a particular issue. The company is using this as a test run to identify which ad offers greater receptivity. In this scenario, Pluto is using _____. A. ink-jet binding B. selective binding C. printaculars D. split runs E. bleed runs
split runs
A(n) _____ test is a service offered by magazines where two or more versions of an ad are run in alternate copies of a particular issue of a publication. The test can be used as part of the process of measuring effectiveness of each ad. A. split-run B. overrun C. gatefold D. bleed page E. day-after-recall
split-run
Gatefolds, bleed pages, inserts, and creative space buys are ways of increasing: A. the cost efficiency of magazines. B. the geographic flexibility of magazines. C. the selectivity of magazines. D. the creative appeal of magazine ads. E. the selective binding ability of a magazine.
the creative appeal of magazine ads.
A company that manufactures paintball equipment might prefer to advertise in specialized publications rather than newspapers due to: A. the wider reach of specialized publications. B. the greater audience selectivity of specialized publications. C. fewer ads and less clutter in specialized publications. D. the higher degree of pass-along readership. E. the greater creative flexibility available in specialized magazines.
the greater audience selectivity of specialized publications.
Media buyers primarily evaluate magazines on the basis of: A. the ability to offer specialized services such as selective binding, ink-jet imaging, and split runs. B. the size and space of the bleed pages. C. their ability to deliver the advertiser's message to as many people as possible in the target audience. D. their ability to provide or create a psychographic segregation. E. the pass-along readership offered.
their ability to deliver the advertiser's message to as many people as possible in the target audience.
National advertisers tend to avoid weekly newspapers because of: A. their poor image. B. their high absolute cost. C. their duplicate circulation with daily newspapers. D. their broad geographic focus. E. the large number of local ads they typically contain.
their duplicate circulation with daily newspapers.
Marketers of tobacco products spend most of their media budget in magazines because: A. magazines specifically target consumers of tobacco products. B. they are prohibited from advertising in the broadcast media. C. magazines are high-involvement advertising medium. D. they want to communicate customized information to magazine readers. E. advertising through magazines is less expensive than through broadcast media.
they are prohibited from advertising in the broadcast media.
Business publications are important to advertisers because: A. they are generally the only health care information providers. B. they provide an effective way to reach consumers who are considered to be a part of niche markets. C. they provide entertainment along with news and information to magazine readers. D. they provide an efficient way of reaching the specific types of individuals who constitute their target market. E. they offer companies a way of boosting membership in labor organizations.
they provide an efficient way of reaching the specific types of individuals who constitute their target market.
Circulation verification services are important to media planners because: A. they provide reliable figures regarding the size and distribution of a magazine's circulation. B. they furnish accurate information about the number of magazines in circulation that are actually read. C. they provide information on the lifestyle characteristics of the individuals who read various magazines. D. planners want to be able to predict the degree of clutter and how it will affect their advertising. E. planners receive advertising funding from various trade associations based on the number of magazines in circulation that were distributed.
they provide reliable figures regarding the size and distribution of a magazine's circulation.
Newspapers and magazines are often referred to as high-involvement media because: A. they have a high impact on the overall integrated marketing communication program. B. they attract high advertising revenues to support their operations. C. they are the primary sources of entertainment apart from news and information. D. they require consumers to expend some effort to process the information they provide. E. it is easy to monetize online editions of newspapers and magazines.
they require consumers to expend some effort to process the information they provide.
Blooms is a publication aimed at providing information to retail florists so that they can manage their stores more efficiently and profitably. This is an example of a(n) _____ publication. A. craft B. trade C. professional D. industrial E. consumer-oriented
trade
Business publications directed to wholesalers, dealers, distributors, and retailers are known as: A. special-interest consumer magazines. B. craft magazines. C. general business magazines. D. trade magazines. E. networking magazines.
trade magazines.
_____ is a category of advertising that is found throughout a newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text. A. Display advertising B. Classified C. Preprinted insert D. Bleed ads E. Special advertising
Display advertising
_____ figures represent the number of individuals who receive a magazine publication through either subscription or store purchase. A. Selective binding B. Lead time C. Circulation D. Readership E. Clutter
Circulation
Which of the following statements is true about the use of color in magazine advertising? A. The more the color used in an ad, the lower the advertising cost. B. Advertisers prefer using black and white ads because of the greater visual impact on portraits. C. Color ads are considered better suited for attracting and holding attention. D. Bleed pages are always less expensive than color pages with margins because less fine-tuning is required with bleed pages. E. Color ads are generally cheaper than black and white ads if they are placed on the front cover of a magazine.
Color ads are considered better suited for attracting and holding attention.
Which of the following statements best explains the reason that consumers are more receptive to magazine advertising than to television advertising? A. Unlike television ads, magazine ads are invasive and not easy to ignore. B. Consumers become involved with magazines when they read them and are more likely to find ads acceptable or even enjoyable. C. The number of ads in magazines is much fewer than that of television, so consumers are not bothered by advertising clutter. D. More creative advertising options are available for magazines than those available for television advertising, implying that magazine ads are more interesting. E. Magazine advertising does not provide the psychographic or demographic selectivity that television advertising does.
Consumers become involved with magazines when they read them and are more likely to find ads acceptable or even enjoyable.
Which of the following is true of the "50 percent rule"? A. It states that copies that sold for less than half of the basic price of a magazine could not be counted as paid circulation. B. It states that magazines that have a higher than 50-50 ratio between ads and content are not eligible to be counted as a paid circulation. C. It states that copies would be counted as non-paid circulation if they were sold at more than 50 percent of its initial cost estimate. D. It states that copies sold at greater than 50 percent of the value of its production cost cannot be counted as paid circulation. E. It states that magazines are considered as print ads only if they sell more than 50 percent of the total production number.
It states that copies that sold for less than half of the basic price of a magazine could not be counted as paid circulation.
Which of the following is true of magazine advertising? A. It offers limited geographic selectivity. B. It is typically considered to lack permanence. C. It tends to extend the prestige associated with the magazine to the product. D. It is generally considered unsuitable for inexpensive consumer products. E. It is typically used only for B2B marketing.
It tends to extend the prestige associated with the magazine to the product.
Which of the following is true of standard advertising units system? A. It is also referred to as the agate line. B. It uses column widths 2-1/16 inches wide. C. It has complicated the newspaper purchase and production process. D. It cannot be applied to regional and local newspapers. E. It includes tabloid-size papers two columns wide.
It uses column widths 2-1/16 inches wide.
Pluto Inc. is planning to run an ad in a weekly newspaper. Which of the following disadvantages of newspapers as an advertising medium should Pluto Inc. consider? A. Lack of geographic selectivity B. Lack of demographic selectivity C. High cost of reproduction D. Limitations in pass-along readership E. Lack of reader involvement
Lack of demographic selectivity
Which of the following is a disadvantage associated with advertising in magazines? A. Lack of permanence B. Lack of prestige C. Absence of consumer receptivity to ads D. Limited reach and frequency E. Creative inflexibility
Limited reach and frequency
Which of the following is a disadvantage inherent in advertising in magazines? A. Creative inflexibility B. Lack of demographic selectivity C. Poor reproduction quality D. Long lead times E. Low publication prestige
Long lead times
Which of the following is a distinctive advantage offered by magazine ads? A. Low lead time B. Greater frequency C. Higher reach D. Long life span E. Low costs
Long life span
_____ offer advertisers an opportunity to buy space in a group of publications as a package deal. A. Cross-media organizations B. Magazine networks C. Publication verification networks D. Magazine blocks E. Print networks
Magazine networks
Which of the following advertising media has potential advantages of selectivity, reproduction quality, creative flexibility, and prestige? A. National newspapers B. Magazines C. Local radio D. Billboards E. Local newspapers
Magazines
Which of the following statements about the role of magazines and newspapers as advertising media vehicles is true? A. Newspapers and magazines share similar characteristics in terms of benefits and limitations. B. Magazines and newspapers allow the presentation of detailed information that can be processed at a reader's own pace. C. Magazines and newspapers are more intrusive than the broadcast media like radio and television. D. Newspapers are a more specialized form of advertising medium than magazines. E. Both newspapers and magazines are generally considered low-involvement media.
Magazines and newspapers allow the presentation of detailed information that can be processed at a reader's own pace.
