Question 1

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

Accepted Answer

Magazines typically have longer lead times compared to other advertising mediums such as TV or digital advertising. This can be a disadvantage for advertisers who need to quickly change their messaging or promotions in response to market changes or trends.

Question 2

Which of the following is one of the disadvantages associated with the use of magazines as an advertising medium?

Accepted Answer

Magazines often have a thin penetration because they target specific audiences, limiting their reach compared to other media like television or the internet.

Question 3

Which of the following is a disadvantage associated with advertising in magazines?

Accepted Answer

Magazines have a limited reach as they are only circulated to a specific niche or demographic, and frequency can also be limited depending on how often the magazine is published. This can limit the effectiveness of the advertising campaign.

Question 4

Many business magazines are sent free to individuals a publisher thinks are appropriate members of a target audience and can influence purchases for products and services advertised in the publication.This is known as _____ basis.

Accepted Answer

This is an example of controlled circulation, where a publisher selects individuals they consider to be part of the target audience and sends them the magazine for free. The goal is to have the highest possible percentage of readers who can influence purchasing decisions for the advertised products and services. Primary circulation refers to copies sold or distributed to subscribers, newsstands, or other outlets. Guaranteed circulation refers to a publisher's promise to advertisers to deliver a certain number of copies. Free circulation is similar to controlled circulation, but without the focus on targeting specific individuals. Circulation verification is a process of measuring the actual distribution and readership of a publication.

Question 5

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.

Accepted Answer

A split run test is specifically designed for this purpose - to test the effectiveness of two or more versions of an ad by running them in alternate copies of a publication. The other options, such as inquiry test, Starch test, Gallup Robinson impact test, and day-after-recall test, may be used to measure effectiveness in other ways, but none are as specifically designed for comparing different ad versions as the split run test.

Question 6

Which of the following statements about the reach and frequency of consumer magazines is true?

Accepted Answer

While many adults in the U.S. read magazines, the percentage reading any one particular publication is relatively low. Therefore, advertisers seeking to target a specific audience may need to use multiple magazines to achieve their desired reach and frequency. Option A is incorrect because not all popular consumer magazines have broad reach and frequency. Option C may increase frequency but not necessarily reach. Option D is incorrect because advertisers can achieve broad reach by making media buys in different magazines.

Question 7

_____ is the number of magazine copies distributed to original subscribers or purchasers.

Accepted Answer

Primary circulation refers to the number of magazine copies distributed to original subscribers or purchasers, without including additional copies like newsstand sales or free distributions.

Question 8

Imagine a smokeless tobacco company has hired a NASCAR driver to be its advertising spokesperson.If a news release revealed the driver was just found to be suffering from mouth and throat cancer could cause a serious marketing problem,and the organization had already negotiated with several magazines to run these ads.Which characteristic of magazines would be the major source of the problem?

Accepted Answer

The long lead time characteristic of magazines means that they are planned and produced well in advance of their publication date. If the tobacco company has already negotiated with several magazines to run the ads featuring the NASCAR driver, there may not be enough time to pull the ads, find another spokesperson, and create new ads. This could create a serious marketing problem for the company in the wake of the news release about the driver's illness.

Question 9

When magazines set advertising rates based on a set average circulation figure delivered by the publication but do not guarantee a rebate if they fail to meet it they are using:

Accepted Answer

This scenario describes a circulation rate base system, where advertising rates are set based on a circulation figure but no guarantee of meeting that figure is provided. The advertising rates are based on a rate base, or a set circulation amount that the publication aims to reach but may not always achieve.

Question 10

The high ratio of advertising to editorial content in most magazines causes magazines to have a problem with:

Accepted Answer

The high ratio of advertising to editorial content in most magazines causes clutter, which is an overloading of information that can make it difficult for readers to navigate the content. This can negatively impact the effectiveness of advertising and the overall reading experience for the audience.

Question 11

_____ verifies the circulation of consumer magazines and farm publications.

Accepted Answer

The Audit Bureau of Circulations specifically verifies the circulation of consumer magazines and farm publications. The other options either verify different types of publications or provide other types of market research services.

Question 12

Aprilee Lindsey read the April issue of Farm Journal magazine when she visited her parents in North Dakota and was entranced with an ad for John Deere garden tractors,which featured toddlers dressed in overalls and straw hats.When she got home to Alabama and looked for the same ad in her April issue of Farm Journal,she found the ad for John Deere Garden tractors.This ad listed 25 reasons for buying a John Deere brand tractor and had no illustration.What is the simplest explanation for finding two completely different ads in the same issue of a magazine?

Accepted Answer

A split run is when a magazine publishes two different versions of an advertisement in the same issue and distributes them to different regions or demographics. It is likely that John Deere purchased a split run ad in Farm Journal, which resulted in Aprilee Lindsey seeing a different version of the ad than what was in her own copy of the magazine.

Question 13

Many publications base their rates on _____ and give refunds to advertisers if the number of delivered magazines is below that quantity.

Accepted Answer

Guaranteed circulation is a term used to describe the number of copies that a publisher expects to distribute for a particular issue. Publishers use guaranteed circulation to set advertising rates, and to assure advertisers that they will receive the audience they paid for. If the number of delivered magazines is below the guaranteed circulation, publishers typically offer refunds to advertisers.

Question 14

In purchasing advertising space in magazines,media planners will focus primarily on the:

Accepted Answer

Media planners will focus primarily on the cost of the advertising space relative to the size and composition of the audience reached. This is because the effectiveness of the advertising campaign depends on reaching the target audience, and the cost of the space should be reasonable in relation to the expected return on investment. Factors such as circulation and lead time may also be considered, but the cost-effectiveness of the advertising space is the primary concern.

Question 15

Advertisers who are seeking broad reach and frequency in their media schedules:

Accepted Answer

While magazines can reach a broad target audience, most individual publications have thin penetration of households. Therefore, advertisers seeking broad reach and frequency must purchase space in a number of different magazines to achieve their goals. Monthly magazines may provide some level of frequency, but a mix of publications is necessary for maximum impact. Simply advertising repeatedly in the same magazine will not provide the desired broad reach to a diverse audience.

Question 16

______ provides media planners with reliable figures about the size and distribution of a magazine's circulation that helps the planners evaluate its worth as a media vehicle.

Accepted Answer

A circulation verification service provides verified data on magazine circulation, which helps media planners assess the magazine's reach and effectiveness as a media vehicle.

Question 17

The advertising agency for Sony Electronics has prepared two print ads for the company's new DVD.Ad A uses a straightforward informational appeal,which discusses the DVD player's features while ad B is an image ad that promotes the overall quality of the player.The purpose of both ads is to encourage readers to send in a card or call a toll-free number to request more information about Sony's DVD player and other products.To get some idea of which ad might work best and should be used in the national campaign Sony could:

Accepted Answer

The best option would be to conduct a split run test where both ads are printed in alternate copies of the same issue of a magazine and then measure which one generates more inquiries. This way, the test can directly compare the effectiveness of the two ads in the same medium, eliminating any potential differences in audience or context between different magazines or newspapers.

Question 18

Clutter is viewed as less of a problem for magazines than radio or television because:

Accepted Answer

Clutter is less of a problem for magazines because consumers have more control over the exposure to ads in print media compared to broadcast media. Magazine readers can simply skip or turn a page if they are not interested in an ad, whereas radio or television viewers may be forced to listen or watch ads before being able to access the desired content.

Question 19

Which of the following statements about clutter in magazine advertising is true?

Accepted Answer

As magazines become more successful and attract more ad pages, the clutter problem increases. This is because advertisers want to be included in successful and popular magazines, leading to more competition for ad space and thus more clutter.

Question 20

Advertising rate structures are generally based on:

Accepted Answer

Advertising rate structures are generally based on verifiable circulation figures, which indicate the number of copies distributed to potential readers. While pass-along readers and total readership estimates may be important factors, the primary focus should be on the verified number of copies in circulation.

Quiz 12: Evaluation of Print Media