MINI-CASE
Allison works in the media department of a major advertising agency that has several national advertisers as clients. Her responsibilities include identifying specific media vehicles, such as TV programs, newspapers, magazines, or radio programs and stations for their clients' advertising, negotiating the costs to advertise in them, and handling the details of billing and payment. Although one of their major clients advertises primarily in magazines, the media plan calls for the use of newspaper advertising as well.
-Refer to Mini-Case. If the advertiser doesn't care where its ads run in the newspaper, what rate will Allison request for her client?
A) classified rate
B) display rate
C) supplement rate
D) run-of-paper (ROP) rate
E) differential rate

Question

Quizplus · Accepted Answer

Run-of-paper (ROP) rate is the correct choice because it refers to the rate charged for placing an advertisement anywhere in a newspaper at the discretion of the newspaper, without any specific placement request from the advertiser.

MINI-CASE Allison Works in the Media Department of a Major Advertising