1
Q
- Magazines provide advertisers with:
A
all of the above
2
Q
- Which of the following statements helps to explain the popularity of magazines as an advertising medium?
A
Magazines offer flexibility in both readership and advertising.
3
Q
- Which of the following statements explains why some advertisers are reluctant to use magazines as an advertising medium?
A
Magazines cannot deliver high-frequency.
4
Q
- The reach of magazines:
A
is adversely affected by declining magazine circulations
5
Q
- 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):
A
bleed page
6
Q
- When the dark or colored background of an ad extends to the edge of the printed page, it is said to be a(n):
A
bleed
7
Q
- Why would an advertiser willing pay a 15 percent premium price for an ad that bleeds off the page?
A
greater flexibility in expressing the advertising idea
8
Q
- An ad for Verizon wireless on the back cover of a Fast Company magazine would be an example of a(n):
A
fourth cover
9
Q
- A small ad for The Hat Store, a retailer of Western-style hats is in the middle of a page in an issue of Western Horseman. An article trail riding surrounds the ad. The retailer’s ad is an example of a(n):
A
island half
10
Q
- Which of the following are two types of ads placed in the middle of magazine pages and surrounded by editorial matter?
A
junior units and island halves
11
Q
- An advertiser that wants to add weight and drama to its advertising message can have the ad printed on high-quality paper stock and placed in the magazine for a premium price. This is called a (n):
A
insert
12
Q
- An ad for Maker’s Mark bourbon in Business 2.0 magazine was printed on high-quality paper stock to add weight and drama to the advertising message. The finished ad was shipped to the magazine publisher for inclusion in its December issue. The ad for which the advertiser paid a premium price exemplifies a(n):
A
insert
13
Q
- A gatefold is a(n):
A
insert with pages that extend and fold over to fit into a magazine
14
Q
- An institutional ad for Ford Motors is on a page that is wider than the normal pages found in Business 2.0 magazine. To view the entire insert, the reader must open the folded pages. The Ford ad is an example of a(n):
A
gatefold
15
Q
- What are the three most common ways to categorize or classify magazines?
A
a.
content, geography, and size
16
Q
- Western Horseman, Sports Illustrated, Better Homes & Gardens, and Marie Claire are all examples of _____ magazines.
A
consumer
17
Q
- Lumberman is a monthly publication targets businesses in the sawmill industry. It is an example of a _____ magazine.
A
business
18
Q
- On what do magazines base their advertising rates?
A
circulation
19
Q
- What is first step when analyzing a publication’s potential effectiveness?
A
assess its audience
20
Q
- Guaranteed circulation in magazines:
A
is the number of copies of the magazine that the publisher expects to circulate
21
Q
- Which of the following companies would verify that a magazine’s circulation figures are accurate?
A
Audit Bureau of Circulation (ABC)
22
Q
- The ______ of a magazine includes all of the people who buy a publication at a newsstand of bookstore and all of the magazine’s subscribers.
A
primary circulation
23
Q
- When Marcos finishes reading his subscriber’s copy of Modern Woodworking magazine he gives the copy to his neighbor Taylor. Taylor is part of the magazine’s:
A
pass-along readership
24
Q
- A(n) _____ covers a specific industry in all its aspects and is of interest only to an individual employed in that industry.
A
vertical publication
25
44. Lumberman is targeted to people who use and operate sawmills. The publication is really on read by people in this field and is, therefore, an example of a(n) _____ publication.
vertical
26
45. Catalog Business is a magazine for anyone interested in marketing a product through a catalog, whether in the nursery business, the clothing industry, the memorabilia business, or the food industry. Catalog Business is an example of a(n) _____ publication.
horizontal
27
46. Horizontal publications are very effective advertising vehicles because they:
tend to be very well read
28
47. Pallet Enterprise magazine is a business publication aimed at people who are in the pallet and container industries. It is only sold through subscriptions. Therefore, Pallet Enterprise is an example of a(n) _____ business magazine.
paid- circulation
29
48. 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
30
49. Meat Marketing and Technology is mailed free to a selected list of individuals who the publisher feels are in a unique position to influence the purchase of the merchandise it advertises, such as meat slicers and packaging trays. It is distributed on a(n) _____ circulation basis.
controlled
31
50. Which of the following is an example of a value-added service offered by magazines to their regular advertisers?
all of the above
32
51. The _____ date is the date all ad material must be in the publisher's hands for a specific issue.
closing
33
52. 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.
34
53. Michael looked at a rate card for Equus magazine and saw that the one-time cost for a full-page black-and-white ad was $795. He knows that the magazine has a total circulation of 15,000. Calculate the magazine's CPM.
$53.00
35
54. Every issue of Equus magazine contains an ad for Port-A-Stall, manufacturers of quality animal housing. What kind of discount will this advertiser most likely receive from the publisher of this magazine?
frequency discount
36
55. Which of the following is used as a basis for classifying newspaper categories?
their frequency of deliveries
37
56. Weekly newspapers are the fastest-growing class of newspapers because they:
emphasize local news and advertising
38
57. The two basic physical sizes of newspaper formats are:
standard-size and tabloid
39
58. Which of the following statements describes an advantage that has traditionally set newspapers apart from other media?
Newspapers are an active medium.
40
59. Which of the following advertising media has the highest level of credibility according to its target audience(s)?
newspaper
41
60. Which of the following statements describes a disadvantage that has traditionally set newspapers apart from other media?
Newspapers may have overlapping circulation.
42
61. Newspapers may be classified according to:
type of audience
43
62. Sunday newspapers generally combine standard news coverage with:
all of the above
44
63. Sunday supplements are distinct from other sections of the newspaper in that they:
are printed on the same type of paper as inserts
45
64. Which of the following is NOT a major classification of newspaper advertising?
gatefold
46
65. To prevent newspaper readers from mistaking a reading notice for editorial matter, newspapers require that:
the word advertisement appears at the top of all reading notices
47
66. The cost of a classified ad in a newspaper is typically based on:
the number of lines the ad occupies
48
67. 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.
49
68. Most national newspapers charge a(n) _____, which means they allow no discounts for large or repeated space buys.
flat rate
50
69. 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
51
70. The owner of a fabric store has accepted an ROP advertising rate. This means that the retail advertiser.
may find its ad anywhere in the newspaper, wherever space permits
52
71. The local vocational college, wants to run an ad for on the same page as an article listing recent high school graduates. To ensure receiving this spot, the college will need to pay a _____ rate.
preferred-position
53
72. When advertisers place an ad, they submit a(n) _____ to the newspaper stating the date(s) on which the ad is to run, its size, the desired position, the rate, and the type of artwork accompanying the order.
insertion order
54
73. A tear sheet is:
a page that verifies that an ad ran as it was supposed to
55
74. Which of the following would be good advice for someone who is designing an ad for obedience training for dogs? The ad will run in a local newspaper.
Do not print copy in reverse type.
56
75. What advice would you give to someone who is developing an ad for a new pizza restaurant?
All of the above are true.
Marketing 353 Final
flashcards
Decks in class (15)
# Cards
