Deck 8: Print and Out-Of-Home Media

Question 1

What form of newspaper advertising is the dominant form,and can be any size and placed anywhere in the newspaper other than on the editor's page?

A)Classified
B)Display
C)Supplements
D)Gatefolds
E)Co-op

Answer 1

B

Question 2

________ is an independent auditing group that represents advertisers,agencies and publishers.Its mission is to achieve credibility for circulation claims and form a basis for setting rates.

A)The Audit Bureau of Circulations (ABC)
B)The Circulation Audit Board
C)Roy Morgan Research
D)The Australian Standards Board
E)None of the above verify circulation and readership.

Answer 2

A

Question 3

The category of magazines most dominant in the Australian market is ________.

A)men's lifestyle
B)food and entertainment
C)motoring
D)mass women's
E)music and movies

Answer 3

D

Question 4

Which of the following is NOT a main type of audience that magazines target?

A)Consumer
B)Business
C)Farm
D)Trade
E)All of the above are types of audience that magazines target.

Question 5

The pricing for newspaper advertising is sold based on the size of the space used,and the charges are published on ________,which list the charges for advertising space.

A)rate cards
B)take-aways
C)price lists
D)media kits
E)sales kits

Question 6

Which of the following is NOT a factor by which newspapers are classified?

A)Page rates
B)Frequency of publication
C)Format and size
D)Circulation
E)All of the above are factors by which newspapers are classified.

Question 7

The delivery of magazines,referred to as ________ circulation,means the magazine is distributed free to specific audiences.

A)controlled
B)non-measured
C)non-traditional
D)discounted
E)selective

Question 8

Verification of circulation and readership is undertaken by ________.

A)the Audit Bureau of Circulations (ABC)
B)the Circulation Audit Board
C)Roy Morgan Research
D)all of the above
E)none of the above

Question 9

In the industries that spend most on advertising,the greatest percentage of ad spending goes to _________.

A)cinema
B)newspapers
C)free TV
D)magazines
E)online

Question 10

Both ________ and ________ have integrated social networking into their news websites.

A)news.com.au;ninemsn
B)Fox;ninemsn
C)News Corp;Fox
D)news.com.au;BBC
E)BBC;Fox

Question 11

Which size of newspaper is becoming increasingly more common in Australia?

A)Broadsheet
B)Standard
C)Tabloid
D)Daily
E)Weekly

Question 12

A single or double page in a magazine can be broken into a variety of units called ________.

A)gatefolds
B)gutter page space
C)segments
D)standard advertising units
E)cut-outs

Question 13

Which of the following statements regarding newspapers is FALSE?

A)Readers spend twice as much time with the Sunday edition as with the daily edition.
B)Weekly papers appear in towns,suburbs and smaller cities where the volume of hard news and advertising is insufficient to support a daily newspaper.
C)Advertisers typically choose newspapers for national reach.
D)Weekly papers report local news in depth but tend to ignore national news,sports and similar subjects.
E)National advertisers use local papers indirectly through advertising placed by local retailers,dealers and franchisers.

Question 14

A magazine page without outside margins,in which the colour extends to the edge of the page,is called a ________ page.

A)marginless
B)gatefold
C)double-spread
D)full
E)bleed

Question 15

According to the Advertising Expenditure in Main Media Report in 2011-12,________ had the highest expenditures in relation to print media in Australia.

A)regional dailies
B)suburban newspapers
C)rural publications
D)classified directories
E)metro daily newspapers

Question 16

The run-of-paper rate is ________ the preferred-position rate.

A)equal to
B)higher than
C)lower than
D)the same as
E)none of the above

Question 17

Normally,the largest unit of ad space that magazines sell is the ________.

A)full-page ad
B)double-page spread
C)gutterless spread
D)bleed page
E)non-bleed page

Question 18

Newspapers,magazines,packaging,outdoor and directories are known as ________ media.

A)broadcast
B)narrowcast
C)print
D)directional
E)interactive

Question 19

People seem to spend more time with ________ media and absorb its messages more thoroughly.

A)print
B)broadcast
C)electronic
D)alternative
E)outdoor

Question 20

The editorial environment of a magazine is said to lend authority and credibility to the advertising.This is called audience:

A)attention
B)receptivity
C)priority
D)none of the above

Question 21

Which of the following activities best describes 'connection planning'?

A)Deciding how advertisers can use media to connect with consumers
B)Investigating how consumers use media to connect with one another
C)Planning how to create a media-drenched environment
D)Determining how to change consumers' use of media
E)Connecting media plans with channel plans

Question 22

The supersite is the largest industry standard of ________.

A)billboard
B)bus shelter
C)taxi rank
D)blimp
E)street sign

Question 23

________ includes advertising on outdoor billboards,buses,posters on walls,telephone booths and shopping kiosks,taxi signs,shopping trolleys,pavements and so forth.

A)Outdoor advertising
B)Broadcast advertising
C)Transit advertising
D)Miscellaneous advertising
E)Ambient media

Question 24

What is a major sustainability concern related to the use of out-of-home advertising?

A)Visual pollution
B)Carbon emissions
C)High cost
D)Fair labour practices
E)Biodegradable skins

Question 25

________ refers to the opportunity a person has to see a particular outdoor board and is typically based on a traffic count of vehicles passing a particular location during a specified period of time.

A)Impressions
B)Showing
C)Exposures
D)Reach
E)Frequency

Question 26

Which of the following is NOT considered an advantage of outdoor advertising?

A)Serves as a brand reminder
B)Least expensive of all major media
C)Directional medium
D)Can reinforce a creative concept employed in other media
E)Passive medium

Question 27

A spectacular is a billboard that:

A)is extraordinarily eye catching
B)is built across a highway
C)is situated at the Super Bowl
D)exceeds 500 square metres
E)can be seen from 10 kilometres away

Question 28

In 2012,in Australia,total spending for outdoor advertising was approximately:

A)$10 million
B)$50 million
C)$100 million
D)$500 million
E)$1 billion

Question 29

There are two types of transit advertising.They are:

A)two-dimensional and three-dimensional
B)stationary and moving
C)exterior and interior
D)persuasive and reminder
E)none of the above

Question 30

________ is the first step in the media buying process after the client brief has been received by the media agency.

A)Post-analysis
B)Booking
C)Planning
D)Placement
E)Analysis of touch points

Question 31

What is the last advertisement the consumer is likely to see before making the decision to buy?

A)In-store media
B)Packaging
C)Shelf-talkers
D)Coupons
E)Brand name

Question 32

Billboards take on three-dimensional effects with the use of:

A)colour
B)cut-outs
C)hand paintings
D)expansions
E)none of the above

Question 33

What is a major sustainability concern related to the use of print media?

A)Visual pollution
B)Carbon emissions
C)High cost
D)Fair labour practices
E)Biodegradable skins

Question 34

An advertiser might choose out-of-home advertising because:

A)it supplements a mass-media strategy
B)it might act as a primary medium where the site is close to the product
C)it is more prestigious than other forms of advertising
D)all of the above
E)both (a)and (b)

Question 35

Which of the following is considered a disadvantage of advertising in magazines?

A)Lack of immediacy
B)High cost
C)Clutter
D)Limited flexibility
E)All of the above

Question 36

What sustainability concern did Fairfax address by announcing that its new operations in Melbourne would attract a five-star energy rating?

A)Visual pollution
B)Energy consumption
C)Fair labour practices
D)Water pollution
E)Rainforest preservation

Question 37

How has the Outdoor Media Association (OMA)addressed concern about sustainability?

A)By joining the Climate Group
B)By opening a facility that has a five-star energy rating
C)By recycling outdoor poster skins
D)By upgrading from plasma to LED LCD technology
E)By banning large outdoor posters

Question 38

_________ describes the practice of using more than one medium to 'wrap the consumer in layers'.

A)Connection planning
B)Context planning
C)Analysing touch points
D)Multimedia
E)Advertising

Question 39

The effectiveness of packaging could be evaluated via its:

A)visibility
B)information content
C)emotional appeal
D)workability
E)all of the above

Question 40

Which of the following lists identifies the necessary components of effective packaging design?

A)Volume;Ideas;Emotional appeal;Workability
B)Visibility;Information;Emotional appeal;Workability
C)Volume;Interest;Excellence;Workability
D)Attention;Interest;Decision;Action
E)Attention;Interest;Design;Availability

Question 41

The primary advertising revenue for newspapers comes from local retail advertising and online advertising.

Question 42

For a retailer or entertainment venue,packaging can include the shopfront or interior design.

Question 43

One reason freestanding insert (FSI)advertising is growing is because it allows greater control over the reproduction quality of the advertisement.

Question 44

What is the primary weakness of directories as an advertising medium?

A)Competitive clutter
B)Long life
C)Cannot be changed for months
D)Expensive and provide a low return on investment
E)Limited size,colour and format options

Question 45

Media spend has been rising for traditional print media,especially metropolitan dailies and suburban newspapers.

Question 46

The outdoor industry uses a measurement system based on impressions,which refers to the opportunity a person has to see a particular outdoor poster.

Question 47

The Audit Bureau of Circulations (ABC)was formed as an independent auditing group to represent advertisers,agencies and publishers,and its mission is to achieve credibility for circulation claims and form a basis for setting rates.

Question 48

Controlled circulation means the magazine is distributed free to specific audiences.

Question 49

Which of the following statements regarding Yellow Pages advertising is TRUE?

A)Only businesses that have paid for advertising space are listed in the Yellow Pages.
B)Only 10% of consumers who consult the Yellow Pages follow up with some kind of action.
C)Because a Yellow Pages ad is part of a search for a product or service by a committed consumer,the ads are not intrusive.
D)Advertising in directories is extremely expensive.
E)Only directories published by AT&T can use the name Yellow Pages.

Question 50

Advertising on the web now accounts for 15% of the total advertising pie in Australia.

Question 51

Segmentation refers to the number of copies a newspaper sells and is the primary way that newspapers' reach is measured and compared with the reach of other media.

Question 52

Criticisms of print media include their energy consumption,water use and carbon emissions.

Question 53

MOVE is the acronym used for the recently developed eye-tracking-based measurement system for outdoor advertising.

Question 54

National advertisers are not heavy users of newspapers as an advertising medium because each paper has its own size guidelines for ads,making it impossible to prepare one ad that would fit every newspaper.

Question 55

Which of the following is a critical success factor for online versions of directory advertising?

A) clutter
B)A business-to-business message
C)Tipped-in cards
D)Search engine optimisation
E)Directional advertising

Question 56

Directory advertising is described as ________ advertising because it tells people where to go to get the product or service they want.

A)primary
B)secondary
C)directional
D)promotional
E)selective

Question 57

Which of the following statements best explains why today's marketers are likely to use multimedia advertising?

A)Marketers see media primarily as a delivery system.
B)The media landscape has become more complex.
C)Over the years,consumers have used media in consistent ways.
D)Television is no longer an attractive advertising medium.
E)Most advertising has moved to the internet.

Question 58

Professional magazines are those that target manufacturers and advertisers.

Question 59

15 Transit media,in all their various forms,offer the same advantages and disadvantages as outdoor media.

Question 60

Magazine rates are based on the number of copies of the publication printed.

Question 61

Think about the last time you bought toothpaste.How did the packaging help you with that purchase,and how well do you think it included the necessary components of effective packaging design from the marketer's standpoint?

Question 62

Laurie was with her toddler in the hair-care aisle of Woolworths.Her daughter saw a bottle of shampoo that had a Winnie the Pooh head on the top and begged for it because she wanted to 'Pway wiff Pooh!' Laurie purchased it for her daughter even though it cost almost three times as much as a similar shampoo that wasn't in a cute bottle.Why do you think Laurie did this?

Question 63

Imagine you have been hired to help with the marketing of a local chain of three motorcycle repair shops that are expanding into a broader region,with locations opening in two more cities.Describe how you could apply the principles of multimedia,using messages in newspapers,magazines,packaging,out-of-home advertising and directories.

Question 64

What role do directories play in business-to-business marketing?

Question 65

Your friend buys a service station on the main road between Sydney and Canberra.He doesn't have much money but wants to promote the service station to people travelling between the two cities.He asks you what you think is the best advertising option for the service station.What do you recommend?

Question 66

The most attractive feature of Yellow Pages advertising to small business is its affordability.

Question 67

The OMA Annual Report 2008 refers to AC Nielsen research that found 87% of people were either supportive of or neutral towards outdoor advertising.

Question 68

Multimedia advertising is primarily a response to the reduced complexity of the media landscape.

Question 69

You are working at a summer job selling advertising space for the campus telephone directory.Some of the businesses you call on,even those that currently advertise in the directory,are reluctant because they don't see the benefit of advertising in this media vehicle.Provide some advantages of directory advertising that might help persuade these advertisers.

Question 70

Describe the three main types of newspaper advertising.

Question 71

To announce the expansion of a Louis Vuitton flagship store in the centre of Hong Kong's luxury shopping district,the marketer made a building resemble an LV hard-case canvas trunk,with brass fittings and a cherry monogram print from the summer collection.The 3D ad is 8 metres high and 46 by 18 metres wide.Describe the type of advertising medium this represents and the advantages of it.

Question 72

List and define basic formats available for magazine ads.

Question 73

Seasons is a new restaurant opening in town,and the owners know they should advertise to attract customers.Based on what you learned in this chapter,recommend some media options for this restaurant.

Question 74

Transit advertising is mainly an urban advertising form that places ads on vehicles such as buses and taxis that circulate through the community.

Question 75

Carla works in a media agency.She receives a brief from one or her clients,Bunnings,the national hardware chain,to help with attracting new customers to their stores in the period leading up to the summer holidays when men have more time to work on home projects.Bunnings has a new print advertisement suitable for placement in newspapers and magazines.What are the five main steps Carla will need to work through to deliver the appropriate media placement?

Question 76

Discuss three advantages and three disadvantages of advertising in magazines.

Question 77

In contrast to print advertising,out-of-home advertising avoids issues of sustainability.