Ad and Promo: Chapter 11
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
What is the first step when analyzing a publication's potential effectiveness?
Assess its audience
Which of the following companies would be responsible for verifying that a magazine's circulation figures are accurate?
Audit Bureau of Circulation (ABC)
"Lloyd's List" was founded in Edward Lloyd's London coffee shop in 1734; it is still published as a daily business newspaper. How would you categorize this newspaper?
By its type of audience
On what do magazines base their advertising rates?
Circulation
What are the three most common ways to categorize or classify magazines?
Content, geography, and size
Which of the following statements about the use of directories and Yellow Pages as advertising media is true?
Directories and Yellow Pages act as valuable references for consumers.
Every issue of "Trucker's Connection" magazine contains a full-page ad that describes employment opportunities at Schugel Trucking. What kind of discount will this advertiser most likely receive from the publisher of this magazine?
Frequency discount
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.
When would an advertiser be charged a short rate?
If the advertiser contracts for a full year's worth of advertising and fails to buy it.
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
Which of the following statements helps to explain the popularity of magazines as an advertising medium?
Magazines offer flexibility in both readership and advertising.
Which of the following statements describes an advantage that has traditionally set newspapers apart from other media?
Newspapers are an active 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
Which of the following statements about dates that affect purchases of advertising in magazines is true?
The closing date is the date all material must be in the publisher's hands for a specific issue.
Which of the following is used as a basis for classifying newspaper categories?
Their frequency of deliveries
A tear sheet is:
a page that verifies that an ad ran as it was supposed to.
An ad for Coldwater Creek, a retailer of women's clothing in "Martha Stewart Living" 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 March issue. The ad for which the advertiser paid a premium price exemplifies:
an insert
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:
an insert
Sunday supplements are distinct from other sections of the newspaper in that they:
are more conducive to color printing than newsprint.
When the dark or colored background of an ad extends to the edge of the printed page, it is said to be a(n):
bleed
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):
bleed page
"Brand Packaging" and "Flexible Packaging" are monthly publications that target businesses in the consumer goods industry. They are examples of _____ magazines.
business
The _____ date is the date all ad material must be in the publisher's hands for a specific issue.
closing
"Runner's World", "New York" magazine, "Better Homes and Gardens", and "Allure" are all examples of _____ magazines.
consumer
"The Gentleman's Magazine", first published in 1731, is considered the first general-interest magazine ever printed. Edward Cave who edited "The Gentleman's Magazine", was the first to use the term "magazine" (meaning "storehouse") for a periodical. "The Gentleman's Magazine" would be classified as a _____ magazine.
consumer
"Meat Marketing & 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.
controlled
Newspaper advertisers can sometimes receive ____, a discount applied retroactively as the volume of advertising increases through the year.
earned rates
Weekly newspapers are the fastest-growing class of newspapers because they:
emphasize local news and advertising.
Most national newspapers charge a(n) ____, which means they allow no discounts for large or repeated space buys.
flat rate
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 example of a:
gatefold
Which of the following is NOT a major classification of newspaper advertising?
gatefold
"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
A gatefold is a(n):
insert with pages that extend and fold over to fit into a magazine.
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.
insertion order
The reach of magazines:
is adversely affected by declining magazine circulations.
Guaranteed circulation in magazines:
is the number of copies of the magazine that the publisher expects to circulate.
An ad for a DVD entitled Run for Fun appeared in the middle of a page in an issue of "Runner's World" magazine. An article running warm-ups surrounds the ad. This ad is an example of:
island halves
If a publication is available on a controlled basis, it means the:
magazine is received free of charge by those 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.
The owner of a Greek restaurant has accepted a run-of-paper (ROP) advertising rate. This means that the retail advertiser:
may find its ad anywhere in the newspaper, wherever space permits.
Which of the following advertising media has the highest level of credibility according to its target audience(s)?
newspaper
"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
When Mary finishes reading her subscriber's copy of "Cookie" magazine, she gives the copy to her sister Cathy. Cathy is part of the magazine's:
pass-along readership
The local vocational college wants to run an ad for on the same page as an article congratulating recent high school graduates. To ensure receiving this spot, the college 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.
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.
The ad for the newest Calvin Klein brand of perfume on the inside back cover of a "Martha Stewart Living" magazine would be an example of a(n):
third cover
Newspapers may be classified according to:
type of audience
"Lumberman" is targeted at people who use and operate sawmills. The publication is only read by people in this field and is, therefore, an example of a(n) _____ publication.
vertical
A(n) _____ covers a specific industry in all its aspects and is of interest only to an individual employed in that industry.
vertical publication
