Deck 13: Using Print Media

Question 1

A weekly newspaper's cost per thousand is usually lower than a daily paper's CPM.

Answer 1

False

Question 2

One of the advantages of using newspapers as the advertising medium of choice is geographic selectivity.

Answer 2

True
Explanation: Refer to My AD Campaign 13-B - The Pros and Cons of Newspaper Advertising

Question 3

The media buyer is the person in charge of negotiating and contracting with the media.

Answer 3

True

Question 4

Magazines determine their CPM by dividing the cost of a full-page ad by their circulation.

Question 5

Second and third cover rates typically cost less than the fourth cover.

Question 6

The standard advertising unit system standardized the newspaper column width,page sizes,and ad sizes.

Question 7

Island halves are similar to junior units except that they have more editorial matter surrounding them.

Question 8

In terms of advertising volume,newspapers are the largest medium.

Question 9

A gatefold occurs when a magazine page is not cut properly,and the page inadvertently stands out.

Question 10

The broadest classifications of magazine content are consumer magazines,farm magazines,and business magazines.

Question 11

A short rate is the difference between the contracted rate and the earned rate for the actual inches run.

Question 12

An ad for a car on the back outside cover of a business magazine would be on the second cover.

Question 13

A magazine's ad rates are solely based on its contents.

Question 14

The on-sale date is the date printed on the magazine cover.

Question 15

In controlled circulation,the publisher mails the magazine free to individuals who the publisher thinks can influence the purchase of the advertised products.

Question 16

Run-of-paper advertising rates ensure an advertiser a preferred position for the ad on a given page.

Question 17

Horizontal publications cover a specific industry in all of its aspects.

Question 18

Newspapers charge premium rates to carry legal public notices.

Question 19

National newspaper advertising rates are on average 75 percent higher than local rates.

Question 20

One of the disadvantages of magazines as an advertising medium is the lack of immediacy that advertisers can get with newspapers or radio.

Question 21

An insertion order consists of the date on which the ad is to run,its size,the desired position,the rate,and the type of artwork accompanying the order.

Question 22

Which of the following statements concerning the bleed page is false?

A) It offers a slightly larger printing area.
B) It offers a more dramatic impact.
C) It offers greater flexibility in expressing the message.
D) Most publications charge 20 to 25 percent extra for bleed pages.
E) It enables the advertiser to run the ad to the edge of the page.

Question 23

Which of the following statements concerning the role of media buyers is false?

A) They often specialize in one medium or another.
B) Their degree of specialization depends solely on the independent media-buying firm the buyer works for.
C) They need to know how to buy different media types.
D) They should have an understanding of the impact of new technologies on the print media.
E) Usually, media buyers in small agencies do not specialize.

Question 24

A small ad for a retailer of custom-made shoes is in the middle of a page in an issue of fashion magazine.A large article on the season's shoe trends surrounds the ad.The retailer's ad is an example of a(n):

A) page wrap.
B) gatefold.
C) centerpiece.
D) island half.
E) insert.

Question 25

Color advertising is available in many newspapers on an ROP basis.

Question 26

Which of the following is one of the reasons why an advertiser would NOT want to use magazine advertising?

A) The absence of visual pleasure
B) The lack of audience selectivity
C) Long lead time
D) Cost inefficiency
E) Weak selling power

Question 27

Which of the following statements concerning magazine advertising is false?

A) It provides flexibility in both readership and advertising.
B) Audience selectivity is more efficient in magazines than any other medium except direct mail.
C) Typically, the cost per thousand (CPM)is low in magazine advertising.
D) They lack in immediacy.
E) They have an extensive pass-along readership.

Question 28

An ad for office products on the back cover of a magazine would be an example of a(n):

A) first cover.
B) bleed page.
C) fourth cover.
D) island half.
E) gatefold.

Question 29

An ad for a designer handbag contains a photo of a famous actress and a testimonial by her.The background of the ad is designed to look like leather and extends to the very edge of the page.The advertiser probably has to pay the magazine a 15 percent premium for this extended background called a(n):

A) bleed page.
B) border.
C) edge print.
D) insert.
E) picture frame.

Question 30

An advertiser that wants to add weight and drama to its advertising message can have the ad printed on high-quality paper stock and then ship the finished ad to the publisher to get it placed in the magazine at a premium price.This is called a(n):

A) island half.
B) insert.
C) second cover.
D) junior unit.
E) full unit.

Question 31

A proof copy is the same as a tearsheet.

Question 32

An ad for Belgian chocolates in a 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 January issue.This ad for which the advertiser paid a premium price exemplifies a(n):

A) island half.
B) insert.
C) third cover.
D) junior unit.
E) full unit.

Question 33

An ad for a framing company is in the middle of a page in an issue of a homemaking magazine.It is surrounded by more editorial matter on decorating "Do's and Don'ts." Which of the following terms best describes the ad?

A) An island half
B) A gatefold
C) A centerpiece
D) A page wrap
E) An insert

Question 34

Publications provide information about their circulation.

Question 35

Which of the following statements explains why some advertisers are reluctant to use magazines as an advertising medium?

A) The results of magazine advertising cannot be measured.
B) Magazines have a low cost per thousand.
C) Magazines have high costs due to the high rate of wasted circulation.
D) Magazines cannot deliver high frequency.
E) Magazines generally lack authority and believability.

Question 36

The preferred position for a newspaper ad is lengthwise across the bottom of the page.

Question 37

Trudy noticed an ad for a brand of makeup on the inside back cover of a lifestyle magazine.When she shows the ad to you,you are able to tell her that the ad is an example of a(n)_____ position.

A) second cover
B) bleed page
C) third cover
D) island half
E) fourth cover

Question 38

An ad for a jewelry company on the inside front cover of a magazine would be an example of a(n)_____ position.

A) second cover
B) island half
C) fourth cover
D) bleed page
E) third cover

Question 39

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) page wrap.
B) bleed.
C) enveloped page.
D) overrun.
E) masked page.

Question 40

Which of the following are two types of ads placed in the middle of magazine pages and surrounded by editorial matter?

A) Island halves and gatefolds
B) Gatefolds and inserts
C) Quarter-page units and half-page units
D) Junior units and island halves
E) Junior units and inserts

Question 41

What are the three most common ways to categorize or classify magazines?

A) Content, geography, and size
B) Print face, ad rates, and size
C) Audience, ad rates, and percentage of color
D) Content, audience, and number of issues per year
E) Size, distribution channels, and content

Question 42

A gatefold is a(n):

A) insert with pages that extend and fold over to fit into a magazine.
B) rate card used for cover positions.
C) three-dimensional ad in a magazine.
D) method used to decrease advertising clutter.
E) ad that generates interest by repetition throughout the publication.

Question 43

A retail magazine meant for corporate executives and containing the latest initiatives in retailing technology would be classified as a(n)_____ magazine.

A) geographic
B) demographic
C) professional
D) business
E) content

Question 44

_____ is the number of people that buy the publication either by subscription or at a newsstand.

A) Total market coverage
B) Market CPM
C) Combined market circulation
D) Controlled circulation
E) Primary circulation

Question 45

Modern Materials Handling is a publication that focuses on the movement,storage,control and protection of products throughout the supply chain.It is meant for professionals who are involved with materials handling solutions for manufacturing,warehousing,and distribution facilities.The publication is an example of a(n)_____ magazine.

A) base
B) proximal
C) demographic
D) integrated
E) horizontal

Question 46

Horizontal publications are very effective advertising vehicles because they:

A) offer minimal reach.
B) tend to be very well read.
C) have a low pass-along readership.
D) cover a specific industry in all of its aspects.
E) are aimed at readers in diverse job categories.

Question 47

Guaranteed circulation in magazines:

A) equals the delivered circulation.
B) is the number of copies of a magazine sold on newsstands.
C) is the number of copies of a magazine that the publisher expects to circulate.
D) is the maximum number of magazines that will be distributed through all channels.
E) equals the primary circulation plus pass-along readership minus a safety measure of 10 percent.

Question 48

Hotelier is a magazine targeted at hotel executives and provides an in-depth coverage of the latest developments and trends in the industry.This is an example of a(n)_____ publication.

A) vertical
B) horizontal
C) demographic
D) integrated
E) base

Question 49

AutoTune magazine is publication aimed specifically at vintage car enthusiasts.It is only sold through subscription.This is an example of a(n)_____ magazine.

A) flat-circulation
B) controlled-circulation
C) paid-circulation
D) fixed-circulation
E) variable-circulation

Question 50

On what do magazines base their advertising rates?

A) Circulation
B) Size
C) Content
D) Format
E) Target audience

Question 51

A particular magazine is aimed at business managers and IT implementers in charge of implementing mobile technologies into their company's field operations.With a controlled circulation of 50,000,the:

A) publisher must run a series of marketing tests before new subscriptions can begin.
B) publisher limits the number of advertisers in the publication to a maximum of 20.
C) publisher limits the number of copies available so that a premium price can be charged for each issue.
D) publisher mails the magazine free to individuals who the publisher thinks can influence the purchase of advertised products.
E) magazine is distributed through exclusive distribution channels rather than sent through the mail.

Question 52

_____ circulation refers to the number of copies the publisher expects to circulate.

A) Guaranteed
B) Standard
C) Paid
D) Controlled
E) Focused

Question 53

A publishing company publishes a magazine for a pharmaceutical company.The pharmaceutical company is the sole advertiser in this _____,which is mailed to neurologists and contains ads for products that neurologists can prescribe for their patients.

A) gatefold publication
B) portfolio
C) custom magazine
D) magazine insert
E) horizontal publication

Question 54

Meat Marketing and Technology is mailed free to a selected list of individuals who the publisher thinks 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.

A) pro bono
B) free exchange
C) autonomous
D) generic
E) controlled

Question 55

_____ are important for local or regional advertisers who want the benefit of advertising in larger more wellknown publications while staying geographically relevant to the audience that may be reading the magazine.

A) Local magazines
B) National magazines
C) Regional publications
D) Tabloids
E) Supplements

Question 56

An institutional ad for a car company is on a page that is wider than the normal pages found in magazines.To view the entire insert,the reader must open the folded pages.The ad is an example of a:

A) folded insert.
B) partitioned unit.
C) folded unit.
D) gatefold.
E) larger-than-life unit.

Question 57

When Matt finishes reading his subscriber's copy of Road & Track,a car magazine,he gives the copy to his neighbor Fred.Fred is part of the magazine's:

A) pass-along readership.
B) perpetual readership.
C) derived readership.
D) secondary target audience.
E) subsidiary target audience.

Question 58

What is the first step in analyzing a publication's potential effectiveness?

A) Count its outlets of distribution
B) Verify its circulation figures
C) Audit its circulation procedures
D) Assess its audience
E) Perform a competitive audit

Question 59

A(n)_____ covers a specific industry in all its aspects and is of interest only to an individual employed in that industry.

A) base publication
B) integrated publication
C) vertical publication
D) functional medium
E) horizontal medium

Question 60

OrderPro is 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.This magazine is an example of a(n)_____ publication.

A) horizontal
B) functional
C) integrated
D) assorted
E) vertical

Question 61

Many national newspapers charge a(n)_____,which means they allow no discounts no matter how much space an advertiser buys.

A) open rate
B) contract rate
C) leveraged rate
D) flat rate
E) contribution rate

Question 62

To prevent newspaper readers from mistaking a reading notice for editorial matter,newspapers require that:

A) a black border be placed around the reading notice.
B) all reading notices must appear in a cover position.
C) the word "advertisement" appears at the top of all reading notices.
D) reading notices never appear on or near a newspaper's editorial page.
E) the print face used for reading notices be distinctively different from that commonly used on the editorial page.

Question 63

Which of the following statements concerning the features of newspaper advertising is false?

A) Creative flexibility
B) Reasonable cost
C) High production quality
D) Short life span
E) Advertising clutter

Question 64

Advertisers sometimes can get _____,a discount applied retroactively as the volume of advertising increases through the year.

A) earned rates
B) promotional discounts
C) trade allowances
D) slotting rates
E) functional discounts

Question 65

The owner of a fabric store has accepted an ROP advertising rate.This means that the retail advertiser:

A) has no control over where the ad appears in the newspaper.
B) is testing the pulling rate of two identical size ads with different content for the same product.
C) will not require the newspaper to rerun the ad if production quality is less than desirable.
D) will be charged for not fulfilling the contract for frequent or bulk space purchases.
E) is entitled to a rebate or credit for buying more inches than contracted.

Question 66

Some dailies and weeklies serve specific ethnic markets.Such papers are generally categorized on the basis of:

A) physical size.
B) audience.
C) frequency of delivery.
D) organizational structure.
E) price.

Question 67

Which of the following statements concerning classified advertising is false?

A) It provides a market place for goods, services, and opportunities of every type.
B) Classifieds usually appear under subheads.
C) A reading notice is an integral part of classified advertising.
D) Classified rates are typically based on how many lines the ad occupies.
E) Most employment, housing, and car advertising is classified.

Question 68

Which of the following is used as a basis for categorizing newspapers?

A) Organizational structures
B) Type of advertisers
C) Frequency of delivery
D) Subscription rates
E) Closing date

Question 69

When would an advertiser be charged a short rate?

A) If the advertiser requests its ads to be placed in a particular section of the newspaper.
B) If the advertiser contracts for a full year's worth of advertising and fails to buy it.
C) If the ad is not ready by the closing date.
D) If the newspaper advertiser wants to place a classified display ad.
E) If the advertiser wants to use a preprinted insert in addition to a display ad.

Question 70

Which of the following is NOT a major classification of newspaper advertising?

A) Spot advertising
B) Display advertising
C) Classified advertising
D) Public notices
E) Preprinted inserts

Question 71

The two basic physical sizes of newspaper formats are:

A) independent and specialized.
B) weekly and daily.
C) specific and generic.
D) standard-size and tabloid.
E) gatefold and standard-size.

Question 72

Independent shopping guides:

A) typically have a low readership.
B) are also called pennysavers.
C) usually have limited advertising pages.
D) are offered at a premium price.
E) are synonymous with Sunday supplements.

Question 73

Dean looked at a rate card for a 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.

A) $0.53
B) $11.93
C) $18.87
D) $53.00
E) $0.053

Question 74

Every issue of a particular magazine contains an ad for manufacturers of quality animal housing.What kind of discount will this advertiser most likely receive from the publisher of this magazine?

A) Frequency discount
B) Trade promotion
C) Service allowance
D) Presentation discount
E) Nonprofit discount

Question 75

Weekly newspapers are the fastest growing class of newspapers because they:

A) usually serve national consumers rather than local consumers.
B) tend to have a larger male readership than daily newspapers.
C) emphasize local news and advertising.
D) have a significantly lower CPM than daily newspapers.
E) do not charge premium rates.

Question 76

Which of the following statements about dates that affect advertising purchases in magazines is true?

A) The controlled date is the date printed on the cover.
B) The closing date is the date all material must be in the publisher's hands for a specific issue.
C) The press dates that affect purchases of advertising in magazines are cover date, on-sale date, in-hand date, and closing date.
D) The publication date is the date the magazine is actually issued.
E) Printing date is the date when the payment payable by an advertiser to the publisher falls due.

Question 77

Assume the full-page rate for a magazine aimed at producers and marketers of meat products is $1,200.The magazine has a circulation of 12,000.Compute the CPM.

A) $100
B) $120
C) $1,000
D) $10
E) $1.2

Question 78

The _____ date is the date all ad material must be in the publisher's hands for a specific issue.

A) controlled
B) press
C) publication
D) closing
E) printing

Question 79

Which of the following statements describes a disadvantage that has traditionally set newspapers apart from other media?

A) Newspapers may have overlapping circulation.
B) Newspapers are comprehensive in scope.
C) Newspaper readership is concentrated in time.
D) Newspapers do not provide an advertiser with any creative flexibility.
E) Newspapers are an active medium.

Question 80

One common variation of display advertising is:

A) the junior unit.
B) the reading notice.
C) advocacy advertising.
D) classified advertising.
E) the public notice.