Deck 12: Evaluation of Media: Magazines and Newspapers

Question 1

Magazines are the most selective of all media except direct mail.
One of the main advantages of using magazines as an advertising medium is their selectivity, or ability to reach a specific target audience. Magazines are the most selective of all media except direct mail. Most magazines are published for special-interest groups.

Answer 1

True

Question 2

One way to achieve geographic selectivity is by using a magazine that is targeted toward a particular area of interest.
Geographic selectivity lets an advertiser focus ads in certain cities or regions. One way to achieve geographic selectivity is by using a magazine that is targeted toward a particular area.

Answer 2

False

Question 3

Media buyers are not too concerned about the auditing of circulation figures; they treat audited and unaudited publications equally.
Media buyers are generally skeptical about publications whose circulation figures are not audited by one of the verification services, and some companies will not advertise in unaudited publications. Circulation data, along with the auditing source, are available from SRDS or from the publication itself.

Answer 3

False

Question 4

Ads can use longer and more detailed copy in magazines owing to the factor of permanence that magazines offer.
Reading occurs at a less hurried pace and there is more opportunity to examine ads in considerable detail because the longer life-span of magazines. This means ads can use longer and more detailed copy. The permanence of magazines also means readers can be exposed to ads on multiple occasions.

Question 5

Classified advertisements primarily include newspaper display advertising done by marketers of branded products or services that are sold on a national level.
Classified advertisements are arranged under subheads according to the product, service, or offering being advertised. While most classified ads are just text set in small type, some newspapers also accept classified display advertising.

Question 6

Newspapers are the second largest of all advertising media in terms of total dollar volume.
Newspapers are the largest of all advertising media in terms of total dollar volume. Newspapers are an important advertising medium to local and national advertisers.

Question 7

One drawback of online magazines is that they do not provide advertisers with the opportunity for sponsorships.
Online versions of magazines offer the many advantages of the Internet to publishers as well as advertisers. They provide advertisers with the opportunity for sponsorships as well as running video and banner ads and promotions on the online versions of the magazines.

Question 8

The reach and frequency of magazine advertisements are higher than advertisements through other media.
Magazines are generally not as effective as other media in offering reach and frequency. While nearly 90 percent of adults in the United States read one or more consumer magazines each month, the percentage of adults reading any individual publication tends to be much smaller, so magazines have a thin penetration of households.

Question 9

Many papers include magazine-type supplements, primarily in their Sunday editions.
Although not a category of newspapers per se, many papers include magazine-type supplements, primarily in their Sunday editions. Sunday supplements have been part of most newspapers for many years and come in various forms.

Question 10

Newspapers do not offer advertisers any flexibility.
Newspapers are flexible in terms of requirements for producing and running the ads. Newspaper ads can be written, laid out, and prepared in a matter of hours.

Question 11

Most weekly newspapers originate in metropolises and other large cities.
Most weekly newspapers originate in small towns or suburbs where the volume of news and advertising cannot support a daily newspaper. These papers focus primarily on news, sports, and events relevant to the local area and usually ignore national and world news, sports, and financial and business news.

Question 12

Although TV accounts for the largest dollar amount of advertising expenditures among national advertisers, more companies advertise in magazines than in any other medium.
The wide variety makes magazines an appealing medium to a vast number of advertisers. Although TV accounts for the largest dollar amount of advertising expenditures among national advertisers, more companies advertise in magazines than in any other medium.

Question 13

Circulation fluctuates from issue to issue, particularly for magazines that rely heavily on retail or newsstand sales.
Circulation fluctuates from issue to issue, particularly for magazines that rely heavily on retail or newsstand sales. Many publications base their rates on guaranteed circulation and give advertisers a rebate if the number of delivered magazines falls below the guarantee.

Question 14

Till recently, magazines focused on increasing their circulation under the assumption that higher circulation meant higher advertising rates.
For many years, magazines focused on increasing their circulation under the assumption that higher circulation meant higher advertising rates. However, publishers are now realizing that the cost of attracting and maintaining the last 10 to 15 percent of their circulation base is often greater than the additional revenue generated, since these subscribers require numerous direct-mail solicitations, premium offers, or discount subscriptions.

Question 15

The front cover of a magazine is considered editorial space and off limits to advertisers.
Very few publishers sell advertising space on the front cover of their magazines as the American Society of Magazine Editors guidelines discourage the practice. The front cover has always been considered editorial space and off limits to advertisers.

Question 16

Newspapers and magazines are referred to as low-involvement media.
The print media are not intrusive like radio and TV, and they generally require some effort on the part of the reader for the advertising message to have an impact. For this reason, newspapers and magazines are often referred to as high-involvement media.

Question 17

The retail trading zone is a market area composed of the city where the paper is published and contiguous areas similar in character to the city.
The retail trading zone is the market outside the city zone whose residents regularly trade with merchants within the city zone. The city zone is a market area composed of the city where the paper is published and contiguous areas similar in character to the city.

Question 18

The rates paid by general advertisers are, on average, 75 percent higher than those paid by local advertisers.
The rates paid by general advertisers are, on average, 75 percent higher than those paid by local advertisers. Newspaper publishers claim the rate differential is justified as higher costs and commissions are involved, and because general advertising is less dependable than local advertising.

Question 19

Newspaper ads are unlikely to have any impact beyond the day of publication, and repeat exposure is very unlikely as well.
Unlike magazines, which may be retained around the house for several weeks, a daily newspaper is generally kept less than a day. So an ad is unlikely to have any impact beyond the day of publication, and repeat exposure is very unlikely.

Question 20

Combination discounts are not available when the advertiser buys space in multiple newspapers, even if they are affiliated in a syndicate.
Combination discounts are available when the advertiser buys space in several newspapers owned by the publisher in a number of markets or in multiple newspapers affiliated in a syndicate or newspaper group.

Question 21

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.

Question 22

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

Question 23

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.

Question 24

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.

Question 25

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.

Question 26

_____ 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

Question 27

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.

Question 28

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.

Question 29

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.

Question 30

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.

Question 31

_____ 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

Question 32

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.

Question 33

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

Question 34

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

Question 35

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.

Question 36

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.

Question 37

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.

Question 38

_____ 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

Question 39

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.

Question 40

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.

Question 41

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.

Question 42

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

Question 43

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.

Question 44

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.

Question 45

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.

Question 46

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

Question 47

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.

Question 48

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

Question 49

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.

Question 50

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.

Question 51

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.

Question 52

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.

Question 53

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.

Question 54

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

Question 55

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

Question 56

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.Some magazines offer (often at extra charge) a variety of special options that can enhance the creative appeal of an ad and increase attention and readership.Examples include gatefolds, bleed pages, inserts, and creative space buys.

Question 57

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.

Question 58

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.

Question 59

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.

Question 60

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.

Question 61

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

Question 62

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.

Question 63

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.With the exception of newspapers, consumers are more receptive to advertising in magazines than in any other medium.Magazines are generally purchased because the information they contain interests a reader, and ads provide additional information that may be of value in making a purchase decision.

Question 64

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.

Question 65

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.

Question 66

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

Question 67

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.

Question 68

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.

Question 69

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

Question 70

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

Question 71

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

Question 72

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.

Question 73

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

Question 74

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.

Question 75

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

Question 76

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

Question 77

_____ 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

Question 78

_____ 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

Question 79

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

Question 80

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