Advertising

When the advertiser sends a finalized ad to a newspaper as a photo print or an electronic file via e-mail, what is it described as being?

camera ready

Advertisers who pay right away are usually given _____ discounts.

cash

A reference book that lists, describes, and pictures the products sold by a manufacturer, wholesaler, or retailer is called a _____.

catalog

Style Zone is a leading retail store that specializes in designer clothes. At the beginning of each season, it sends out ______ to its premium customers, which allows the customers to shop from home by looking at pictures of the merchandise.

catalogs

Netspace, a leading computer education center in the United States, sponsors an annual event that teaches older people to use the Internet. This free event is an example of _____ sponsoring.

cause-related

The PR activity that often fits with the IMC strategy of mission marketing is the sponsorship of _____.

causes

CZ, a car manufacturer, decides to promote its latest model through social media. For this promotion, the company chooses to use a few people who are considered to be ______ because they have a large number of followers on Twitter and Facebook.

centers of influence

When a magazine is purchased by a subscriber, it is called a paid- magazine.

circulation

The advertisements that provide a community marketplace for goods, services, and opportunities of every type, from real estate and new-car sales to employment and business opportunities, are called ads.

classified

If Mark wants to sell his three-year-old car, what type of advertisement would he use?

classified advertisement

Four separate halftone negatives make a set of four-color plates. What is the resulting set of negatives called?

color seperation

A company introduces a new series of hair oils to the market and decides to offer them with its existing shampoos at a reduced price. This sales promotion tactic is called a(n) ____ offer.

combination

The cost of sales in personal selling can be reduced by ______.

communicating as much information as possible about the company before the salesperson even calls

Which type of list used by direct-mail advertisers offers the lowest response rate?

compiled lists

Which of the following is part of the production phase of the print production process?

completing ancillary functions, such as illustrations or photography

Examples of a pull strategy are ______.

consumer sales promotion consumer advertising

Match each sales promotion method (at the left) to its unique features (on the right)

contest: prize based on entrant's skill prize based on entrant's skill sweepstakes: prize based on the chance of drawing entrant's name game: prize based on chance element and conducted over a period of time

What is it called when magazines are mailed for free to individuals with an expectation that they would exert an influence on the purchase of advertised products?

controlled circulation

One reason that many sponsors are attracted to annual events, such as business-to-business trade shows, is the _____.

convenience of being able to interact with prospects and customers in the same place at the same time

Consumer World, a supermarket chain, is the main dealer for Milkbiscs, a market leader in biscuits. Consumer World displays the Milkbiscs logo and posters promoting the product on the shop walls. Milkbiscs pays 50 percent of the advertising costs incurred by the supermarket when it submits necessary proof of advertising. This an example of _____.

cooperative advertising

ITmax, a prominent IT company, has just merged with the market leader in IT solutions. ITmax has come out with a nationwide campaign to inform the change in its name, trademark, and logo after the merger. ITmax is using _____ advertising.

corporate identity

When several companies sponsor an existing event, they are known as ______.

cosponsors

The decreasing rates offered for bulk discounts are calculated by multiplying the number of inches by what other factor?

cost per inch

Which of the following are important to media buyers when they are purchasing ad space?

cost, readership, deadlines

A certificate with a stated value presented to a retail store for a price reduction on a specified item is called a(n) ______.

coupon

Which of the following are basic types of paper used for advertising purposes?

cover papers text papers writing papers

press release

covers time-sensitive hard news

A company employs publicity generation activities for _____.

enhancing its reputation

Moviemagix, a movie production company, decides to sponsor a full section of a theme park dedicated to movies. This is an example of _____ sponsorship.

entertainment

In direct marketing, the responses collected with the help of a linkage media are used to do which of the following?

establish a relationship with the prospects build a database of names and addresses

What do PR staff often prepare for local fairs, colleges and universities, and trade shows to describe their organization's history, present new products, and show how products are made?

exhibits

One method of sponsorship is for a company to buy into a(n) ______.

existing event

True or false: Cost per thousand (CPM) is very low in national consumer magazine advertising.

false

True or false: Direct mailing is the only form of advertising done by direct marketers.

false

True or false: In the production phase, the producer looks at the equipment to be used and where to source it from.

false

True or false: Newsprint is more conducive to color printing than Sunday supplements, making them more attractive to national advertisers.

false

True or false: Split run is a free service given by a newspaper to an advertiser.

false

True or false: The category of arts and culture provides sponsorship opportunities for firms interested mostly in audiences on the lowest end of the income scale.

false

Soft news articles about companies, products, or services, that are published by trade journals and other publications are called _____.

feature articles

During the planning and staging of events to generate publicity, the publicity person coordinates with editors and _____ to produce print media.

feature writers

In trade concentration, _____.

fewer retailers receive more products

Silver Drops, the leading manufacturer of silver jewelry, approaches the most popular newspaper for its advertisement rates. Silver Drops is aiming at national, regional, and local level campaigns through this paper. For this, the newspaper offers the same rate across the nation without any specific discount. Identify this advertising rate.

flat rate

Which of the following is a technique used for opinion sampling?

focus groups

A retailer that stocks up on an item when it is available at a discount is said to be ____ buying.

forward

Colorful preprinted newspaper ads through which coupons reach the audience are called ______.

freestanding inserts

For advertising, newspapers can be classified by physical size, of delivery, or type of audience.

frequency

The preferred position near the top of a page or at the top of a column next to reading matter is called

full position

For which of the following is personal selling particularly well suited and important?

gaining distribution for new products estate planning high-ticket consumer products

The editions of magazines for people who are from the same city are called?

geographic editions

What is it called when the publisher reaches its delivered figure?

guaranteed circulation

What is the number of copies a publisher expects to circulate called?

guaranteed circulation

open rate

highest cost for a one-time insertion

A company's relational database of long-past, recent, and current customers together with future prospects that the company uses for direct-mail programs is called the _____.

house list

A publication about the events and policies at a company is called a(n) _____.

house organ

Stockholder reports and dealer publications are examples of _____.

house organs

Corporate advertising is unlikely to succeed in promoting a company's desired image if the _____.

image does not fit the company

Public relations advertising, a form of corporate advertising, is used to _____.

improve a company's relations with labor, government, and even voters

Sponsorship fees that are paid through a donation of goods and services are referred to as _____.

in kind

Identify a feature of Sunday newspapers.

increased volume of classified ads

Identify a free community newspaper that offers advertisers local saturation and concentrates on urban and suburban community readers.

independent shopping guide

local city magazine

individual cities or towns of a country

JeanArt, a popular designer clothes label, wanted to advertise its latest spring collection to its audience. It chose to print a 30-page catalog, on high quality paper, to be distributed in popular lifestyle magazines. What is JeanArt's chosen form of advertising called?

insert

What do advertisers submit with specifications about the advertisement to the newspaper when they place an ad?

insertion order

A leading power company produces a national campaign that highlights the company's major achievements and its standing in the market in comparison to its competitors. It also states the company's vision for national energy development. This is an example of _____ advertising.

institutional

A company releases a publication that includes the happenings at the company and the company's policies. The publication is exclusively for the employees of the company. Such a publication is called a(n) _____.

internal house organ

What is an ad similar to junior units, having large ads placed in the middle of a page, but being surrounded by even more editorial matter called?

island half

Publicity is difficult to control because _____.

it can originate from any source

Which of the following describes the PANTONE Matching System (PMS)?

it has a single ink for each specific color.

Which magazine is published in digest size?

jet

What is a large ad placed in the middle of a page and surrounded with editorial matter called?

junior unit

Arrange the four major classifications of magazines according to their sizes from biggest to smallest, with the biggest at the top.

large flat standard digest

What are stock photography fees typically based on?

length of time the usage will continue

writing papers

letters and fliers

When TV advertising informs prospective customers how to inquire about various products, it functions as ______ media.

linkage

A person to whom the list owner pays a commission to handle the rental details of a compiled list or a mail-response list is called a _____.

list broker

A leading paper manufacturing company finds that certain trees within a reserve forest close to its manufacturing unit can be used as a source for wood pulp. The company convinces the government to support the exploitation of this reserve forest for manufacturing paper. This act of trying to persuade the government in support of the organization is called _____.

lobbying

Providing information to government officials and persuading them to support or oppose legislation or administrative action in the interests of a client is called ____.

lobbying

What is the first task of the production department in the preproduction phase of the print process?

looking at the general nature of the job to determine how to manage it efficiently

Advertisers preprint newspaper advertisements because of the ______.

low quality color printing of newspapers

Which process colors are needed to make red?

magenta and yellow

A corporate blog is used to _____.

maintain a dialog between a company and its publics

If a tearsheet does not match the instructions, what does the agency need to do?

make a free rerun in a future edition

The function of reputation management is to ______.

manage the status of a firm with various publics

The general term for the process of gathering, consolidating, updating, and enhancing the information about customers and prospects that resides in a marketing database is called data _______

management

If advertising helps build market value, then sales promotion builds _____.

market volume

Advertising professionals see _____ as the main process used by companies to determine the products and services needed by a market and the strategies to distribute and sell them.

marketing

What information is included in a rate card?

mechanical requirements ad closing dates

PR person

media and community relations savvy

The sales promotion aimed at _____ is referred to as trade promotion.

members of the distribution channel

Goodherbs, a herbal cosmetics brand, markets its products through sales people who visit houses and organizations to sell these products. The sales people explain the uses, demonstrate the products, and clear up doubts on the spot. This shows that Goodherbs uses _____ to market its products.

personal direct selling

All the display materials and advertising-like devices that are designed to build traffic, exhibit and advertise the product, and promote impulse buying are collectively referred to as ____-of-purchase materials.

point

A cosmetics brand advertised extensively through television to increase its sales, but it noticed that there was only a slight increase in sales. The company later paid the retail stores to exhibit its products in windows and wall racks. These ______ materials increased the cosmetics brand's sales drastically.

point-of-purchase

public affairs specialist

policy expertise

Delivering samples of a product in plastic bags with the daily newspaper or a monthly magazine is called ____.

polybagging

What are major limitations of newspaper advertising?

poor production quality too much clutter lack of selectivity

Sponsors and exhibitors are attracted to business-to-business trade shows because of easy access to ______.

potential customers

What do magazine advertisers use to reach their target audience?

presentations

_______ agentry refers to the planning and staging of events to yield publicity.

press

What is the name of the figure that represents the number of people buying a publication, either by subscription or at the newsstand?

primary circulation

The print production process includes which of the following?

printing and distribution preproduction prepress

What are the steps between the draft of an ad and the finished version called?

production

The brand will have high volume but low _____ if there is too much sales promotion.

profitability

What does a newspaper give the advertiser to check when it creates ad copy and art?

proof copy

In PR, elected officials, regulatory and legislative bodies, and various community groups are dealt with through _____.

public affairs

Legal ads showing changes in business and personal relationships, public governmental reports, notices by private citizens and organizations, and financial reports, printed for a nominal fee, are called

public notices

Managing a company's reputation is a _____ activity.

public relations

Publicity is a(n) _____ activity.

public relations

What type of advertising is used by companies to direct a controlled public relations message to one of its important publics?

public relations

The generation of news about a person, product, or service that appears in print or electronic media is called _____.

publicity

Which of the following is a PR strategy employed by PR practitioners in reputation management?

publicity

In public relations terminology, the stakeholders of a company are referred to as the _____.

publics

A salesman in a cell phone store explains to a customer the need for a new Bluetooth device for a phone. He encourages the customer to buy this device along with the phone. For inducing the customer to buy this additional product, the salesman is offered a 20 percent commission, which is called ____ money or spiffs.

push

Company conventions and dealer meetings are examples of _____ strategy.

push

What is the figure based on circulation that a magazine uses to determine how much it will charge advertisers for ads?

rate base

The Alliance for Audited Media verifies what type of information?

readership

What does a buyer study when analyzing a publication's effectiveness?

readership subscriptions circulation

Match the two kinds of promotional tactics (on the left) to their corresponding methods of promotion (on the right).

rebates: larger cash refunds on items premiums: items offered free or at a bargain price

The RFM formula for identifying the best customers is based on which of the following factors?

recency,

In communicating with customers, a salesperson should ______.

recommend solutions to problems

Ad-venture, an advertising agency, requires immediate help in the creative department. The human resources department of Ad-venture releases an advertisement stating the open positions it has and the requirements and salary specifications for these positions. This is an example of _____ advertising.

recruitment

Which of the following is an example of corporate advertising?

recruitment advertising

For best results, the items offered in combination offers should be ______.

related

After their past emphasis on sales orientation gave them a bad reputation, direct marketers shifted their main orientation to ______.

relationship building

Identify a major value addition given by newspapers and magazines to their regular advertisers.

research into brand preferences and market conditions

Foodcraft, a small-scale food processing unit, approaches a newspaper for advertising at low costs. The newspaper offers to give the lowest price if Foodcraft lets it position the ad anywhere in the paper. What is this advertising rate called?

run-of-paper

Name the advertising rate that entitles a newspaper to place a given ad on any newspaper page or in any position it desires.

run-of-paper

Rank the three rates for positioning advertisement from least expensive to most expensive.

run-of-paper rates next to reading matter rates full position rates

Which marketing activity is referred to as the value-added tool?

sales promotion

Under IMC, the personnel of a company who act as its communicators to the public are the _____.

salespeople

Push strategies are designed to _____.

secure the cooperation of retailers and to gain shelf space

Match the two types of premiums offered by retailers (on the left) to their examples (on the right).

self-liquidating: cosmetic sampler given free or for a low price with a purchase continuity premium: a book free with each week's purchase worth a minimum amount

Match the different kinds of direct advertisements (on the left) to their respective features (on the right).

self-mailer: any direct mail that can travel without an envelope statement stuffers: ads enclosed in monthly customer statements house organs: publications produced by associations or business organizations

What types of ads did the advertising agency hired by the Village Voice use to draw in new subscribers?

self-mocking

Which of the following is an important responsibility of the traffic manager?

setting deadlines for each step of the work

The difference between the contracted rate and the earned rate for the actual inches run is called a(n) rate.

short

Which of the following terms are used by media buyers when categorizing magazines?

size geography content

Identify a main component of an insertion order.

size and desired position of the advertisement

___ allowance is the fee charged by a retailer to a manufacturer for the privilege of obtaining shelf or floor space for a new product.

slotting

Beauty 'n' Bath Inc. introduces a new soap in the market. It approaches various supermarkets for shelf space and finds that all charge ______ for the space.

slotting allowances

Media buyers rarely specialize in what type of agencies?

small

A major advantage of using social media for PR activities is that _____.

social media helps PR professionals stay on top of the latest trends

An important drawback of event sponsorship is that _____.

sole sponsorship of an event is very costly

Which of the following is a fundraising activity?

soliciting money for a nonprofit organization

regional publication

specific areas of a country like the West or the South

Wardrobe, Inc., a leading online clothes store, wanted to establish direct contact with its customers. Which of the following actions would be the best way to do this?

sponsoring a trade fair

Which of the following is an example of an entertainment sponsorship?

sponsorship of a concert tour

Which sponsorship category receives the largest share of money?

sports

Corporations in North America spend billions of dollars each year on sponsorships, with the majority of the money going to ______.

sports marketing

Marketing professionals refer to the publics as _____.

stakeholders

What system specifies that a column inch is 2 1/16 inches wide by 1 inch deep?

standard advertising unit (SAU)

Direct marketing is a measurable response because it ______.

stimulates an action or a response that can be analyzed

Which of the following is the main service offered by a letter shop?

stuffing and sealing envelopes, affixing labels, and calculating postage

Cost per thousand (CPM) is computed by dividing the full-page rate of a magazine by the number of thousands of

subscribers

A newspaper's total circulation includes which of the following?

subscribers newsstand buyers secondary readers

What are the majority of magazine sales delivered through?

subscriptions

sponsorship

supports a cause to achieve commercial objectives

philanthropy

supports a cause without any commercial incentive

press kit

supports the publicity gained at staged events

A chance drawing is an example of a(n) _____.

sweepstakes

What are three types of direct-response advertising that are the most effective for closing a sale or generating inquiries?

telemarketing personal selling direct mail

Rank the three largest media in order of advertising volume, from highest to lowest, with the largest at the top.

television magazines newspapers

Rank the three largest media in order of advertising volume, from highest to lowest, with the largest at the top. Instructions

television magazines newspapers

Newsstand sales for magazines are important to advertisers because they indicate ______.

that the magazine is really wanted by the purchaser

After an insertion order is given to the publication, if an advertiser fails to pay, ______.

the agency is held liable

Which of the following major sponsorship categories is the most poorly funded?

the arts

Place the following finishing processes of print production in the order they typically occur, with the first process at the top.

the ink is dried or set excess paper is trimmed printed pieces are embossed bindery operations are performed

Pitney Bowes's creation of the customer lifetime value model was based on _____.

the needs and buying behavior of the company's best customers

Influentials can be spotted by _____.

the number of people monitoring their tweets

One reason why public relations communications are more trusted than company advertisements is that _____.

the public believes that PR communication comes from a news organization rather than a company

When are combination rates given to advertisers?

they advertise in the morning and evening editions of the same newspaper

Sales reps are able to act as the eyes and ears of a company because ______.

they are out in the field talking to customers

Cathy wants to change her last name and take her husband's surname. How would she advertise the change?

through a public notice

Why are split runs conducted by advertisers?

to check the pulling power of different ads

Which of the following is a primary role of a company's public relations?

to improve public opinion for an organization

Which of the following would be the best approach for writing a corporate blog?

to offer value to the publics

The producer of a line of sports goods gives its retailers a carton of free goods when they place a bulk order of 10 or more cartons. This is an example of _____.

trade promotion

What is one of the principal tactics marketers use to push products through the distribution pipeline?

trade promotion

Who decides the closing date for each step of the print production phase?

traffic and production managers

True or false: A PR practitioner is responsible for making all the arrangements for speaking opportunities of company representatives.

true

True or false: A company's communications materials, such as news releases, media kits, inserts, and annual reports, are prepared by public relations people.

true

True or false: A good marketing database makes it possible to target, segment, and grade customers.

true

True or false: Combination rates are given to advertisers for placing an ad in two or more newspapers that belong to a newspaper group or are affiliated in a syndicate.

true

True or false: Cosponsoring of events creates a situation in which it becomes difficult for a single sponsor to get its message across to the public.

true

True or false: It becomes difficult for the salesperson to keep his or her commitments to the customers if the marketing communication overpromises.

true

True or false: National magazines, with region-specific publications, allow advertisers to buy a single major regional market for advertising.

true

True or false: The cost of a color ad is typically the sum of the black-and-white rate and additional charge for each extra color.

true

What are ways in which newspapers are classified for advertising purposes?

type of audience physical size frequency of delivery

The importance of personal selling in a company's mix of communication activities depends on the ______.

type of business or industry

bulletin boards

used to announce meetings and promotions

exhibits

used to present new products

Posters

used to stress safety

Which of the following is the least expensive way of creating visuals?

using stock photography

A form of sponsorship that links a sponsor to a physical site, such as a stadium, arena, auditorium, or racetrack is called ____ marketing.

venue

Moneymind, a leading bank in the United States, bought the naming rights to a soon-to-be-built football stadium. This is an example of _____.

venue marketing

The magazine's total circulation is made available to media buyers through _____.

verified reports

Kitchen News is a magazine that provides information focused on the restaurant industry featuring interviews of prominent chefs, reviews of industrial kitchen equipment, and information on popular trends among diners. It is the go-to magazine for all restaurant-related information. Kitchen News is an example of what type of publication?

vertical

What is a publication that deals with all aspects of a specific industry called?

vertical publication

What are discounts based on the total amount of space purchased during a specific period called?

volume discounts

Which of the following is a newspaper category based on frequency of delivery?

weekly newspaper

A salesperson gathers information on ______.

what the customer wants

If the sponsoring company requires a purchase as a condition for entry, a sweepstakes ______.

will become a lottery and therefore illegal

Due to the effective ad campaign, how much of an increase did the Village Voice see?

30 percent

What does a PR practitioner do with the information gathered through opinion sampling?

A PR practitioner assesses people's attitudes toward the organization.

Which of the following is a feature of a broadside?

A broadside can be used as a wall poster.

Which of the following accurately describes the importance of salespeople to a company?

A customer's perception of a company is governed by his or her impression of its salespeople.

Which of the following statements about the application of databases for direct marketing are true?

A marketing database can be used to measure the efficiency of a company's direct-response advertising. A marketing database allows marketers to manipulate and analyze consumer information to make better marketing decisions. A marketing database helps marketers target customers.

Which of the following is a true statement regarding database marketing?

A pool of information on prospective customers is incorporated into the database.

Why can't advertisements provide the credibility that PR campaigns provide?

Advertisements are viewed by the public with skepticism because they reach the audience through paid media.

What entity handles most of the tearsheets for national advertisers?

Advertising Checking Bureau

What is institutional advertising?

It is the nonproduct advertising aimed at increasing awareness of a company and its image.

When is the term "marketing public relations" used?

It is used when PR activities are used for marketing purposes.

Identify an advantage of advertising in a magazine.

It offers more permanency or shelf life.

Which of the following statements about corporate advertising is true?

The company controls the content of PR messages in this form of advertising.

What is the leading national business and financial daily newspaper in the United States?

Wall Street Journal

Which three of the following formats are most commonly used for house organs?

newsletters tabloid-sized newspapers magazines

contract rates

obtained by signing a bulk space purchase contract

A specific color is printed using a single premixed ink in the Matching System..

pantone

What is another name for Independent shopping guides?

pennysavers

Tabloid size paper

11 x 17

Page rate for a full page ad in Fortune Magazine is $10,000. This publication has a circulation of 500,000. What is the cost per thousand (CPM)?

$20

business magazine

Archives of Ophthalmology

What is the first step needed when analyzing the potential effectiveness of a publication?

Assess the audience

How do direct marketers now help drive traffic to retail locations?

Customers enjoy visiting physical stores, Customers are hesitant to buy goods sight unseen. Customers want to feel the product personally.

An example of an audiovisual material used in PR is ______.

DVD

True or false: Direct marketing does not use any advertising media for the marketing process.

False

True or false: Retailers use self-liquidating premiums to gain huge profits from deals.

False

Which of the following statements about feature articles are true?

Feature articles include articles as diverse as problem-solving scenarios and industry roundups. Feature articles can often be written by a company's PR person. Feature articles can be used to give a company or product greater credibility.

consumer magazines

Good Housekeeping

What is the advantage of using the Newspaper National Network over others?

It allows placing one order and one bill for multimarket newspapers.

When does preproduction in the print process begin?

It begins when the creative department submits the approved creative concepts to the production department.

Which of the following are important benefits of sponsoring an event?

It enhances the company's public image. It rapidly converts fan loyalty into sales.

Which of the following is the main consequence of trade concentration?

It gives greater control to the retailers.

What is the benefit that polybagging provides to a newspaper?

It gives the newspaper subscribers an added value at no cost.

Identify the role of media-buying software in print media.

It helps media buyers keep track of orders.

What is the advantage of using media-buying software?

It improves the media buyers' control over the placement of ads.

Identify an advantage of newspaper advertising.

It is a mass medium of advertising.

Which of the following is a key feature of direct marketing?

It is an interactive process of addressable communication.

Which of the following statements about sponsoring an event is true?

It is difficult to evaluate the results of sponsoring an event.

Identify a true statement regarding a custom magazine advertisement.

It is essentially a magazine-length advertisement.

How is secondary readership estimated?

It is estimated through market research.

What is the goal of community involvement by a company?

Its goal is to establish a dialogue between the company and the community.

To ensure that the Robinson-Patman Act is complied with, how should manufacturers make trade deals?

Manufacturers should offer trade deals proportionally to all dealers.

standard-size newspaper

Measures 22 inches deep and 13 inches wide and is divided into six columns

How does cooperative advertising work?

National manufacturers reimburse dealers for advertising their products or logo.

Name the one-order, one-bill system for national advertising launched in 1994 by the Newspaper Association of America.

Newspaper National Network

Which of the following statements are true about newspaper readership and advertising?

Newspaper readers are more likely to have a high income than nonreaders. Advertising revenue for the newspaper industry in 2018 was less than half of what it was in 2006.

Which of the following statements are true about U.S. newspaper audiences?

Newspapers are printed in more than 20 languages other than English. The African American community has more than 200 daily and weekly newspapers devoted to it.

Which of the following is a disadvantage of sales promotion?

Overemphasis on price in sales promotion destroys brand equity.

Which of the following statements about personal selling in an IMC program are true?

Personal selling creates a win-win situation between the buyer and seller. The purpose of personal selling is to build a relationship between the buyer and seller. Personal selling is the most expensive selling medium.

Which of the following is the main disadvantage of personal selling?

Personal selling is labor intensive and expensive.

Why are photos an important public relations tool?

Photos can lend credence to a news story. Photos add interest to a dull news story.

In 2018, which company was one of the four biggest spenders on magazine advertising?

Procter & Gamble

farm publications

Progressive Farmer

What are newspapers doing to regain their declining national advertising?

Providing discount rates for national clients

What prevents readers from mistaking reading notices for editorial content?

Reading notices have the word "advertisement" on top.

Which of the following is recommended by the International Events Group to help in measuring the value of event sponsorship?

Set a measurable goal.

Which of the following statements regarding corporate sponsorships of events are true?

Sponsorships can rapidly convert fan loyalty into sales. A majority of stock-car racing fans reportedly buy products promoted at the racetrack. Sponsorship of a dynamic event can boost employee morale.

Which of the following is a true statement regarding telemarketing?

Telemarketing is less expensive than personal selling.

Which of the following is a function of a PR practitioner engaged in speechwriting?

The PR practitioner develops answers for questions company representatives are likely to be asked.

What is the role of a PR specialist in a membership drive?

The PR specialist presents the goals of the organization to potential contributors.

How can an agency avoid the liability of an advertiser's failure to pay a publisher?

The agency can place a disclaimer on the insertion order.

How do customers gain through the trade deals that dealers get?

The dealers pass the savings on to customers through sale prices.

Which of the following statements is true about postcards?

The formats and dimensions are regulated by the national postal services.

Worthwell, a national giant in electronics, creates an elaborate institutional advertisement that portrays the company as a small-town startup. The campaign was a big failure. From this scenario, what was the main reason for the failure?

The image that the campaign tried to create did not fit the company's image.

Which of the following is a disadvantage of the advent of social media for PR activities?

The number of people a PR professional has to deal with has become exponentially bigger.

Once the initial proofs show the alignment is good, what happens next?

The presses are sped up.

Which of the following statements are true about the printing of process color inks?

The process color inks are translucent. Where process color inks overlap, they produce another color.

Which of the following is a feature of public relations publications?

The public relations team works with the advertising department to produce news releases and media kits

Which of the following is a true statement about the newspaper rate card?

The rates in the rate card vary from newspaper to newspaper.

Which of the following is an advantage of personal selling?

The rep can modify the presentation to suit the needs and interests of the prospect.

Cyclone Co., a leading bicycle shop in the locality, decided to cosponsor a national-level race being conducted in its city. Which of the following would be the most likely outcome for doing this?

The sales increased to include people from outside the city and even participants of the event.

What is the role of a salesperson in fulfilling orders?

The salesperson has to ensure that the product is in stock when closing a sale.

Which of the following are important aspects that a salesperson needs to look into to ensure a good relationship with customers?

The salesperson has to pay attention to keeping commitments. The salesperson has to solve problems of the customers.

Which of the following is performed by the salesperson in personal selling?

The salesperson identifies and offers information about potential problems for the customers.

If there is any glitch in the shipping of a product to a customer, what should a salesperson ideally do?

The salesperson should notify the customer immediately.

What is the special feature that newspapers provide for preprinted inserts?

They allow the advertisers to limit the inserts to specific editions.

Which of the following is an important feature of sales letters?

They are mailed with brochures, price lists, and envelopes.

What are video news releases?

They are news or feature stories created by a company and delivered free to TV stations.

Which of the following is a true statement regarding compiled lists?

They are purchased from list vendors.

How do the companies benefit from a list broker?

They benefit from the broker's knowledge of list quality.

In order to confirm they are getting the promised circulation, what do media purchasers do?

They expect publishers to undergo an annual circulation audit by an outside firm.

What is a common characteristics about morning newspaper editions?

They have a larger male readership.

Why do advertisers recognize the potential for relationship marketing with magazines?

They have established relationships with their subscribers.

Identify an advantage of bleed pages.

They offer a more dramatic impact.

How do letter shops handle third-class bulk mail?

They separate the mailers by zip code and tie them into bundles.

Which of the following is a true statement about the information role that salespeople have?

They should provide upstream and downstream information within their organization.

How do advertising professionals view public relations?

They view it as a marketing tool used to promote sales.

The program that gives discounts to national and regional advertisers for purchasing six or more pages per year is called?

a Newsplan

Which of the following are examples of personal selling?

a doctor selling diets to patients children selling lemonade in a fair

She Voice, a leading publication for women, notices that many of its subscribers, like libraries, circulate their magazines to others. This prompted She Voice to do market research on how many people actually read a single issue of its publication. What is this extra audience called?

a pass-along readership

Clean Mane, a new brand of shampoo, offers its first batch of shampoo bottles at a bargain price to attract customers. The sales promotion that Clean Mane is offering is called ______.

a premium

If the advertiser contracts to buy a specific amount of space during a one-year period at a discount and then fails to fulfill the promise, what is the advertiser charged?

a short rate

Luxuria, a market leader in cosmetics, introduces a herbal toothpaste and offers to pay the retailers a fee for the products that do not get sold. This is called a(n) ______.

buyback allowance

Which of the following is an effective way for a company to build its own house list?

by exchanging names with other businesses

What type of advertising refers to all forms of advertising sent directly to prospects through a government, private, or electronic mail delivery service?

action

What does the last phase of print production involve?

actual printing and proofing

Higher national rates in newspapers are attributed to?

added costs of servicing national advertisers

During a press run, the press is typically started and stopped a few times in order to ______.

adjust the image's alignment on the paper

An advertising insert can have a combination of special editorial content and what else?

ads

The preprinted insert advertisements in a newspaper are printed by what entity?

advertiser

Identify a key item listed in the newspaper rate card.

advertising rates

During a major national crisis, a leading consumer goods company came up with a corporate advertisement that promoted the company's view of how the crisis should be dealt with. It emphasized the company's overall philosophy on social issues. This would be an example _____ advertising.

advocacy

What is the term used for communication by companies that reflects their views on issues that affect their business?

advocacy advertising

In print media, where are display advertisements commonly found?

all sections of the newspaper

Fees assessed in exchange for featuring an item prominently on end caps or displays are called display ____.

allowances

flat rates

allows no discounts

In a promotional strategy called , nonsponsors capitalize on the prestige of an event by giving the false impression that they are sponsors.

ambush marketing

Trade World Fair is the most popular trade fair in Bangkok. Last year, it was sponsored by the biggest construction company in Thailand, but its competitor bought all the advertising space around the trade fair site to confuse the public about the sponsorship. This strategy is known as ______.

ambush marketing

A discount applied retroactively as the volume of advertising increases through the year is called?

an earned rate

In direct-response advertising, the reader, viewer, or listener is asked to provide ______ to the source.

answering phone inquiries providing sales-related services to callers selling and prospecting by telephone

national magazine

anywhere within an entire country

Pull strategies are designed to ______.

attract customers and increase demand for a product

What does the standard format of a magazine rate card help advertisers determine?

basic and additional costs

The photos used as a public relations tool should _____.

be of high quality

The finishing steps of print production include which of the following?

binding drying cutting

Which of the following processes can be done in the finishing stage of printing?

binding embossing die-cutting

Which of the following is a press kit item?

biographical data of the participants in an event

Ads that have a dark or colored background that run to the edge of the page are said to

bleed

If a design does not need to be printed in full color, what are used rather than process colors?

blended inks

In the jargon of the advertising trade, what are magazines called?

books

Ice Cream Corner, a new ice cream parlor, prints large, colorful folders with bold writing and images for advertisement. The company uses them as wall posters in the shop and sends them to local homes to inform them about the new business. These large posters are called ______.

broadsides

text papers

brouchures

PR communication messages are better than ad campaigns for _____.

building credibility

Advertisers encourage response to action advertisements by allowing the recipients to respond without paying postage through _____ reply mail.

business

What is the largest category of magazines based on content?

business magazines

Food Kart, a new food joint, wants immediate feedback on its menu and sends feedback forms to its existing clientele, clearly stating that the postage charges for the responses will be borne by the company. Food Kart is using _____ to encourage responses.

business reply mail

When introducing a new product, an allowance for the old product that hasn't been sold is offered by manufacturers to retailers. This is called the ____ allowance.

buyback

Which of the following would be an example of a community involvement activity of the PR department?

creating civic and youth groups

Brand value of a company can be quickly destroyed if damage control by the _____ team is not swift and thorough.

crisis management

Food Trader Inc., a leading food and beverages manufacturer, faced a situation in which some of its products caused unusual allergic reactions to people in a certain region. The company quickly sent a team to investigate the incident and withdrew products suspected of being the cause. This active response to the situation is called _____.

crisis management

What are several factors that get in the way of successful direct marketing campaigns in foreign countries?

cultural nuances mailing address conventions language differences

Eatzy foods, a leading packaged food manufacturer, decides to expand into the aerated beverages market. As a promotion, they introduce a booklet that includes advertisements of their various products, recipes using them, cooking tips, health guidance, etc. The readers are expected to purchase these at newsstands. What is this large scale advertising called?

custom magazine

What model did Pitney Bowes, a dominant company in the postal meter business, create based on its historical and potential share of business?

customer lifetime value

The RFM formula identifies the _____.

customers most likely to buy again

closing date

date all ad material must be in the publisher's hands

cover date

date printed on the cover

on-sale date

date the magazine is actually issued

Readers who share traits, such as age and income level, are targeted by advertisers with the _____ editions of magazines.

demographic

Which of the following has been a primary factor limiting the growth of direct marketing in foreign markets?

different payment and postal systems

Face-to-face selling away from a fixed retail location is called _____.

direct selling

cover papers

direct-mail pieces

A laptop manufacturer introduces a new, advanced model in the market. The company Website lists the laptop's features and asks the audience to give feedback on the extra features they would like to see in the updated version. This is an example of _____ advertising.

direct-response

Softsilk, a new vendor of hair products, aims to display its products in prime spots in various stores. For this reason, Softsilk has budgeted a relatively large amount for ______.

display allowances

A retailer that purchases large quantities of an item through a promotional discount available in one region and then ships the item to sell in regions where the discount isn't offered is called _____.

diverting