Chapter 10 Advertising

jerry 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.

53.00

which of the following organizations would be responsible for verifying that a magazine's circulation figures are accurate

Audit Bureau of Circulation (ABC)

one con of newspaper advertising is

a lack of selectivity of specific socioeconomic groups

a tearsheet is

a page that verifies that an ad ran as it was supposed to

A 116-page Calvin Klein ad in Vanity Fair was made to look like its own magazine in order to promote the company's jeans. It cost over $1 million for Calvin Klein to produce and pay Vanity Fair to include the ad in their magazine, but it also became an exemplar of

an insert

Sunday supplements are distinct from other sections of the newspaper in that they

are more conducive to color printing than newsprint

what is the first step when analyzing a publication's potential effectiveness

assessing its audience

A black and white ad for Levis tells readers to "Go forth" and features a man holding a woman as he drives. The ad was designed so that the photo extends to the very edge of the page. The advertiser probably had to pay the magazine a 10 to 15 percent premiumfor this extended background called a(n)

bleed

when the dark or colored background of an extends to the edge of the printed page, it is said to be a(n)

bleed

Brand Packaging and Flexible Packaging are monthly publications that target businesses in the consumer goods industry. They are examples of _____________ magazines.

business

on what do magazines primarily base their advertising rates

circulation

the ____ date is the date all ad material must be in the publisher's hands for a specific issue

closing

In newspaper advertising, each ad competes with editorial content and with all the other ads on the same page or spread. This is due to

clutter in newspapers

Four examples of _____ magazines, which are purchased for entertainment, information, or both, are Cosmo, The New Yorker, Nature, and Time.

consumer

what are the three most common ways to categorize or classify magazines

content, geography, and size

People responsible for packaging products at their job can receive a free subscription to Packaging Digest magazine because the publisher believes they can influence the purchase of packaging. Packaging Digest is distributed on a(n) ________ circulation basis.

controlled

which of the following is true of daily newspapers?

evening papers are read more by women than by men

Tom is an agriculturist who reads the Ranch On. If it gives information about the equipment, supplies, and services Tom will find useful specifically for his work, Ranch On is most likely to be a

farm publication

Most national newspapers charge a(n) ____, which means they allow no discounts for large or repeated space buys.

flat rate

On the last page of Blood and Thunder magazine, a publication that covers women' flat track derby, there is always a full-page ad for Riedell Skates. What kind of discount will this advertiser most likely receive from the publisher of this magazine?

frequent discount

An ad for Covenant Transport, a national trucking company, is on a page that is wider than the normal pages found in Trucker's Connection magazine. To view the entire insert, the reader must open the folded pages. The Covenant Transport ad is an exampleof a

gatefold

which of the following is not a major classification of newspaper advertising

gatefold

why would an advertiser be willing to pay a 15 percent premium price for an ad that bleeds off the page

greater flexibility in expressing the advertising idea

Brand Packaging and Flexible Packaging are magazines designed to appeal to anyone who makes packaging decisions for the manufacturing or marketing of consumer goods. These magazines are examples of ________ publications

horizontal

An advertiser that wants to add weight and drama to its advertising message can have the ad printed on high-quality paper stock in its magazine for a premium price. This is called a(n)

insert

a gatefold is a(n)

insert with pages that extend and fold over to fit into a magazine

the reach of magazines

is adversely affected by declining magazine circulations

guaranteed circulation in magazines

is the minimum number of copies of the magazine that the publisher expects to circulate

An ad for a book entitled Run for Fun appears in the middle of a page of Runner's World magazine. An article about stretching surrounds the ad. The book ad is an example of a(n)

island half

which of the following are two types of ads placed in the middle of magazine pages and surrounded by editorial matter

junior units and island halves

If a publication is available on a controlled basis, it means the:

magazine is free to individuals believed to be in a unique position to influence the purchase of advertised products

advertisers are reluctant to use magazines as an advertising medium because

magazines cannot deliver high frequency

which of the following statements best explains the popularity of magazines as an advertising medium?

magazines offer flexibility in both readership and advertising

which of the following advertising media has the highest level of credibility according to studies

newspaper

which of the following is an advantage of newspaper advertising

newspapers are an active rather than a passive medium

Why do newspapers typically charge national advertisers more for national ads than they charge local advertisers for local ads?

newspapers incur additional costs in serving national advertisers

which of the following statements describes a disadvantage that has traditionally set newspapers apart from other media

newspapers may have overlapping circulation

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 ________ business magazine.

paid-circulation

Charlotte is an avid Cosmopolitan reader. In fact, she has a subscription. She also wants her best friend, Unica, to read Cosmopolitan every month so they can compare notes,but Unica doesn't want to pay for a subscription, so Charlotte passes on her copy. Unicais a member of the magazine's

pass-along readership

a tire manufacturer wants to ensure their ad appears in the sports section. to make sure they receive this spot, the company will need to pay a ____ rate

preferred-position

the ___ of a magazine includes all of the people who buy a publication at a newsstand or bookstore and all of the magazine's subscribers

primary circulation

the two basic physical sizes of newspaper formats are

standard size and tabloid

Horizontal publications are very effective advertising vehicles because they:

tend to be very well read

which of the following statements about dates that affect purchases of advertising in magazines is true?

the closing date is when the publisher needs all ad material

the cost of a classified ad in a newspaper is typically based on

the number of lines the ad occupies

to prevent newspaper readers from mistaking a reading notice for editorial matter, newspapers require that

the word advertisement appear at the top of all reading notices

which of the following is used as a basis for classifying newspaper categories

their delivery frequency

The ad for the newest Calvin Klein brand of perfume on the inside back cover of Martha Stewart Living magazine would be an example of an ad on the

third cover

Marketing News is a magazine from the American Marketing Association that coversall aspects of the marketing industry. It is mainly read by academics and people working directly in marketing. Therefore, it is an example of a(n) ________publication.

vertical

a(n) _____ covers a specific industry in all aspects and is of interest only to an individual employed in that industry

vertical publication