Deck 13: Using Print Media

Question 1

Magazines allow an advertiser to reach a particular target audience with a high-quality presentation.

Answer 1

True
Explanation: Advertisers use magazines in their creative mix for many reasons. First and foremost, magazines allow an advertiser to reach a particular target audience with a high-quality presentation.

Question 2

An island half is an insert whose paper is so wide that the extreme left and right sides have to be folded into the center to match the size of the other pages.

Answer 2

False
Explanation: A junior unit is a large ad (60 percent of the page) placed in the middle of a page and surrounded with editorial matter. Similar to junior units are island halves, surrounded by even more editorial matter.

Question 3

An advertiser can ensure a preferred position for an ad on a given page by paying run-of-paper advertising rates.

Answer 3

False
Explanation: Run-of-paper (ROP) advertising rates entitle a newspaper to place a given ad on any newspaper page or in any position it desires. Although the advertiser has no control over where the ad appears in the paper, most newspapers try to place an ad in the position the advertiser requests.

Question 4

A magazine's advertisement rates are solely based on its content.

Question 5

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

Question 6

In a magazine,second and third cover rates typically cost less than the fourth cover.

Question 7

The on-sale date refers to the date printed on the magazine cover.

Question 8

The cost per thousand of a weekly newspaper is usually lower than that of a daily paper.

Question 9

One of the advantages of using newspapers as the advertising medium of choice is that geographic selectivity is possible with zoned editions for specific neighborhoods or communities.

Question 10

Farm publications,purchased for entertainment,information,or both,are edited for consumers who buy products for their own personal consumption.

Question 11

In single-newspaper cities,reader demographics typically reflect a cross section of the general population.

Question 12

Newspapers charge premium rates to carry legal public notices of changes in business and personal relationships.

Question 13

In 1984,the newspaper industry introduced the standard advertising unit system which standardized the newspaper column width,page sizes,and ad sizes.

Question 14

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

Question 15

A gatefold is a large ad (60 percent of the page)placed in the middle of a page and surrounded with editorial matter.

Question 16

For a magazine,cost per thousand (CPM)is computed by dividing the cost of a full-page ad by the number of thousands of subscribers.

Question 17

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

Question 18

In terms of advertising volume,newspapers are now the largest medium in the United States.

Question 19

Horizontal publications cover a specific industry in all its aspects.

Question 20

One of the disadvantages of magazines as an advertising medium is the lack of extensive pass-along readership.

Question 21

In terms of innovations in magazine advertising,cosmetic manufacturers insert _____ samples of eye shadow,blush,lipstick,and other makeup that readers can try immediately.

A) pop-up
B) 3-D ad
C) gatefold
D) color strip
E) fragrance strip

Question 22

A(n)_____ is a large ad that covers 60 percent of the page,is placed in the middle of a page and is surrounded with editorial matter.

A) cover
B) gatefold
C) quarter-page unit
D) junior unit
E) insert

Question 23

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 24

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 lack flexibility in both readership and advertising.
C) Magazine advertising is expensive due to the high rate of wasted circulation.
D) Magazines cannot deliver high frequency.
E) Magazines generally lack authority and believability.

Question 25

Which of the following statements about media buyers is true?

A) Media buyers do not specialize in any medium in order to be flexible.
B) Media buyer refers to a person in charge of negotiating and contracting with the media.
C) The degree of specialization of a media buyer depends solely on the size of the advertiser.
D) Media buyers of small advertising agencies tend to specialize in a particular medium to increase their profits.
E) The knowledge of reading rate cards and analyzing circulation is not required for media buyers.

Question 26

A gatefold refers to a(n):

A) insert with wide pages that need to be folded into the center to fit into the 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 27

In a magazine,when the dark or colored background of the ad extends to the edge of the page,it is said to _____ off the page.

A) roll
B) fall
C) run
D) bleed
E) flow

Question 28

Which of the following is an advantage of magazine advertising?

A) Lead times for ad insertions are very short.
B) It has the ability to deliver mass audiences at a low price.
C) Permanence gives the reader time to appraise ads in detail.
D) It has the ability to deliver high frequency.
E) The average black-and-white cost per thousand is low.

Question 29

Which of the following is one of the reasons why an advertiser would want to use magazine advertising?

A) Magazines have an increasing circulation.
B) It has a short lead time for ad insertion.
C) It is cost-efficient because wasted circulation is minimized.
D) It has a vast geographic coverage.
E) It faces low advertising competition.

Question 30

Color advertising is available in many newspapers on a run-of-paper advertising (ROP)basis.

Question 31

Which of the following is a disadvantage of magazine advertising?

A) It lacks flexibility in readership and advertising.
B) It lacks immediacy that advertisers can get with newspapers or radio.
C) It lacks authority and believability that enhances the commercial message.
D) It lacks the permanence that gives a reader time to appraise ads in detail.
E) It is unable to lend prestige to the products being advertised.

Question 32

An advertiser prints an ad on high-quality paper stock to add weight and drama to the message,and then ships the finished ad to the publisher to get it placed into a magazine at a special price.This type of ad is known as a(n)_____.

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

Question 33

A(n)_____,an ad similar to a junior unit,is surrounded by a lot of editorial matter and costs more than a regular half-page because it dominates the page.

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

Question 34

In _____,an innovation in magazine advertising,readers sample a scent by opening a sealed insert tucked into a magazine.

A) color strips
B) gatefolds
C) 3-D ads
D) pop-up ads
E) fragrance strips

Question 35

In a newspaper,the preferred position horizontally across the bottom of the page is known as full position.

Question 36

Which of the following is an advantage of bleed pages in magazines?

A) They provide a slightly larger printing area.
B) They are a cost-effective way to advertise.
C) They enable the use of less expensive inks to print ads.
D) They provide a 3D experience to consumers.
E) They add prestige for the product advertised.

Question 37

Whether at home or abroad,advertisers must study the audience and remember the basics of print advertising.

Question 38

Which of the following statements concerning magazine advertising is true?

A) It provides flexibility in both readership and advertising.
B) It enables a vast geographic coverage.
C) The cost per thousand (CPM) is low in magazine advertising.
D) Magazine ads lack authority and believability.
E) Lead time for ad insertion is short.

Question 39

_____ are essentially magazine-length ads which readers are expected to purchase at newsstands.

A) Gatefold publications
B) Portfolio magazines
C) Custom magazines
D) Consumer magazines
E) Island halves

Question 40

When a newspaper creates ad copy and art,it gives the advertiser a tearsheet to check.

Question 41

Magazines and newspapers provide liberal _____ to their regular advertisers,such as special free promotions to stores and marketing services to help readers find local outlets.
A) intrinsic benefits
B) reader benefits
C) added-value services
D) perks
E) binders
Magazines, and newspapers too, often provide liberal added-value services to their regular advertisers, such as:

A) special free promotions to stores.
B) marketing services to help readers find local outlets.
C) response cards that allow readers to request brochures and catalogs.
D) help handling sales force, broker, wholesaler, and retailer meetings.
E) advance editions for the trade.

Question 42

Which of the following is an example of an innovation in magazine advertising?

A) Gatefolds
B) Pop-up ads
C) Inserts
D) Junior units
E) Island halves

Question 43

The guaranteed circulation of a magazine refers to the:

A) circulation figure on which a publisher bases its rates.
B) number of copies of a magazine sold on newsstands
C) number of copies that the publisher expects to circulate.
D) maximum number of copies distributed through all channels.
E) primary circulation plus pass-along readership minus a safety measure of 10 percent.

Question 44

The _____ refers to the circulation figure on which a magazine publisher bases its charges.

A) rate base
B) guaranteed circulation
C) primary circulation
D) delivered figure
E) target audience

Question 45

Which of the following 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 46

_____ refers to the number of people who buy the publication either by subscription or at a newsstand.

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

Question 47

_____ refers to an estimate determined by market research of how many people read a single issue of a publication.

A) Pass-along readership
B) National rate
C) Derived leadership
D) Primary circulation
E) Guaranteed circulation

Question 48

The _____ date refers to the date all ad material must be in the publisher's hands for a specific issue of a magazine.

A) on-sale
B) press
C) cover
D) closing
E) response

Question 49

In terms of the classification of business publications based on readership,a(n)_____ covers a specific industry in all its aspects.

A) base publication
B) integrated publication
C) vertical publication
D) primary publication
E) secondary publication

Question 50

In terms of the classification of business publications based on readership,_____ publications deal with a particular job function across a variety of industries.

A) vertical
B) horizontal
C) primary
D) secondary
E) pass-along

Question 51

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

A) The cover date refers to the date printed on the cover.
B) The on-sale date refers to the date all material must be in the publisher's hands for a specific issue.
C) The dates that affect magazine purchases are in-hand date and closing date.
D) The publication date refers to the date the magazine is actually issued.
E) Printing date refers to the date when the advertiser must pay the publisher.

Question 52

Hotelier,a magazine targeted at hotel executives,provides an in-depth coverage of the latest developments,opportunities,and trends in the industry.Based on the classification of business publications by readership,this magazine is an example of a(n)_____ publication.

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

Question 53

A magazine meant for retail executives describes the latest initiatives in the retail industry.According to the classification of magazines by content,this is a(n)_____ publication.

A) farm
B) consumer
C) industrial
D) trade
E) professional

Question 54

A date that affects magazine purchases is the _____ date that refers to the date the magazine is actually issued.

A) publication
B) cover
C) closing
D) press
E) on-sale

Question 55

Modern Materials Handling is a publication that focuses on the movement,storage,control,and safety of products through the supply chain.It is meant to inform professionals in various industries about the latest methods in the handling of materials.According to the classification of business publications based on readership,this magazine is an example of a(n)_____ publication.

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

Question 56

According to the classification of magazines by content,_____ magazines are purchased for entertainment,information,or both,are edited for people who buy products for their own personal use.

A) consumer
B) farm
C) business
D) industrial
E) professional

Question 57

According to the classification of magazines by geography,_____ publications are targeted to a specific area of a country.

A) horizontal
B) consumer
C) regional
D) combined
E) vertical

Question 58

Which of the following refers to a thorough analysis of the circulation procedures,outlets of distribution,readers,and other factors by companies such as ABC?

A) Circulation audit
B) Secondary readership
C) Guaranteed circulation
D) Primary circulation
E) Rate base

Question 59

The rate card for a magazine mentioned that the one-time cost for a full-page black-and-white ad was $795.The magazine had a total circulation of 15,000.Calculate the magazine's cost per thousand (CPM).

A) $0.053
B) $11.93
C) $188.87
D) $53.00
E) $1.89

Question 60

Which of the following is true of controlled circulation for business publications?

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

Question 61

In terms of newspaper advertising rates,a(n)_____ means that no discounts are allowed.

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

Question 62

A _____ newspaper is published as either a morning or evening edition at least five times a week,Monday through Friday.

A) tabloid
B) daily
C) standard-size
D) classified
E) weekly

Question 63

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

A) Structures of advertising agencies
B) Type of advertisers
C) Frequency of delivery
D) Subscription rates
E) Closing date

Question 64

A common variation of display advertising,known as the _____,looks like editorial matter and sometimes costs more than normal display advertising.

A) junior unit
B) reading notice
C) preprint insert
D) classified advertising
E) public notice

Question 65

Which of the following is true of weekly newspapers?

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

Question 66

Which of the following is a disadvantage of newspaper advertising?

A) Newspapers may have overlapping circulation.
B) Newspapers are limited in scope.
C) Newspaper advertisements are ephemeral in nature.
D) Newspapers do not allow any creative flexibility.
E) Newspapers are a passive medium.

Question 67

Which of the following is true of newspaper advertising?

A) It does not allow for creative flexibility.
B) It can only be availed at a very high cost.
C) It has high production quality.
D) It has a long life span.
E) It suffers from the problem of advertising clutter.

Question 68

Which of the following statements concerning classified advertising is true?

A) It includes copy, illustrations or photos, headlines, coupons, and other visual components.
B) It is used to notify the public of changes in business and personal relationships.
C) A reading notice is an integral part of classified advertising.
D) Classified rates are typically based on the word count of the advertisement.
E) Most employment, housing, and car advertising is classified.

Question 69

Assume that 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 cost per thousand (CPM).

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

Question 70

In terms of newspaper advertising rates,a(n)_____ refers to a discount applied retroactively as the volume of advertising increases through the year.

A) earned rate
B) contract rate
C) open rate
D) bulk discount
E) frequency discount

Question 71

Which of the following is done to prevent newspaper readers from mistaking a reading notice for editorial matter?

A) A black border is placed around the reading notice.
B) All reading notices 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 type face used for reading notices is kept distinct from that used for the editorial page.

Question 72

Which of the following is true of independent shopping guides?

A) They typically have a low readership.
B) They offer advertisers local saturation.
C) They usually have limited advertising pages.
D) They are offered at a premium price.
E) They are also called Sunday supplements.

Question 73

_____ editions of magazines reach readers who share traits such as age,income level,or professional status.

A) Horizontal
B) Demographic
C) Industrial
D) Trade
E) Geographic

Question 74

On the basis of physical size,the _____ newspaper is about 22 inches deep and 13 inches wide and is divided into six columns.

A) broadsheet
B) standard-size
C) compact
D) Berliner
E) tabloid

Question 75

_____ discounts are based on the number of ad insertions in a magazine,usually within a year.

A) Frequency
B) Trade
C) Season
D) Presentation
E) Nonprofit

Question 76

_____ discounts are based on the total amount of space bought during a specific period in a magazine.

A) Frequency
B) Trade
C) Season
D) Presentation
E) Volume

Question 77

On the basis of physical size,the two basic newspaper formats are:

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

Question 78

In newspaper advertising,_____ advertising includes copy,illustrations or photos,headlines,coupons,and other visual components.

A) classified
B) audience
C) display
D) public notice
E) preprinted insert

Question 79

On the basis of physical size,the _____ newspaper is generally about 14 inches deep and 11 inches wide.

A) tabloid
B) compact
C) broadsheet
D) Berliner
E) standard-size

Question 80

Which of the following describes a situation when an advertiser would 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 to buy space for a one-year period at a discount and fails to buy it
C) If the ad is not ready by the closing date
D) If the advertiser wants to place a classified display ad
E) If the advertiser wants to use a preprinted insert in addition to a display ad