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Q:
(p.287)What is the first step when 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
Q:
(p.287-288)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 the 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.
Q:
(p.288)Which of the following companies would be responsible for verifying that a magazine's circulation figures are accurate?
A.Better Business Bureau (BBB)
B.Advertising Federation of America (AFA)
C.Audit Bureau of Circulation (ABC)
D.U.S. Department of Commerce (Audits Division)
E.ACNielsen company
Q:
(p.288)The ______ of a magazine includes all of the people who buy a publication at a newsstand or bookstore and all of the magazine's subscribers.
A.total market coverage
B.market CPM
C.selective market
D.magazine diffusion
E.primary circulation
Q:
(p.288)When Mary finishes reading her subscriber's copy of "Cookie" magazine, she gives the copy to her sister Cathy. Cathy is part of the magazine's:
A.pass-along readership.
B.secondary communications network.
C.derived readership.
D.secondary target audience.
E.subsidiary target audience.
Q:
(p.288)A(n) _____ covers a specific industry in all its aspects and is of interest only to an individual employed in that industry.
A.audience-selective publication
B.integrated publication
C.vertical publication
D.functional medium
E.VMS medium
Q:
(p.288)"Lumberman" is targeted at people who use and operate sawmills. The publication is only read by people in this field and is, therefore, an example of a(n) _____ publication.
A.vertical
B.VMS
C.demographic
D.integrated
E.audience-selective
Q:
(p.288)"Brand Packaging" and "Flexible Packaging" are magazines designed to appeal to anyone who makes packaging decisions for the manufacturing or marketing of consumer goods. These magazines are examples of _____ publications.
A.vertical
B.functional
C.diffused
D.HMS
E.horizontal
Q:
(p.288)Horizontal publications are very effective advertising vehicles because they:
A.offer minimal reach.
B.tend to be very well read.
C.have low pass-along readership.
D.cover a specific industry in all of its aspects.
E.deal with a particular job function across a variety of industries.
Q:
(p.289)"Pallet Enterprise" magazine is a business publication aimed at people who are in the pallet and container industries. It is only sold through subscriptions. Therefore, "Pallet Enterprise" is an example of a _____ business magazine.
A.flat-circulation
B.paid-circulation
C.controlled-circulation
D.fixed-circulation
E.variable-circulation
Q:
(p.289)If a publication is available on a controlled basis, it means the:
A.publisher must run a series of marketing tests before new subscriptions can begin.
B.magazine is received free of charge by those individuals believed to be in a unique position to influence the purchase of advertised products.
C.publisher limits the number of copies available so that a premium price can be charged for each issue.
D.publisher limits the number of advertisers in the publication to a maximum of 20.
E.magazine is distributed through exclusive distribution channels rather than sent through the mail.
Q:
(p.289)"Meat Marketing & Technology" is mailed free to a selected list of individuals who the publisher feels 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
Q:
(p.289)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
Q:
(p.289)Which of the following statements about dates that affect purchases of advertising in magazines is true?
A.The in-hand 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 four dates that affect purchases of advertising in magazines are cover date, on-sale date, in-hand date, and closing date.
D.The cover date is the date the magazine is actually issued.
E.The cover date and the on-sale date are synonymous.
Q:
(p.282)Which of the following statements helps to explain the popularity of magazines as an advertising medium?
A.Magazines support a high frequency strategy.
B.Magazines are the most effective and least expensive of all media for reaching a mass market.
C.Magazines offer flexibility in both readership and advertising.
D.Magazines have a short lead time when compared with other media.
E.Magazines have a high CPM.
Q:
(p.282)Advertisers are reluctant to use magazines as an advertising medium because:
A.the results of magazine advertising cannot be measured.
B.magazines have a low cost per thousand (CPM).
C.magazines have to contend with the problem of increasing circulations, which increases printing costs.
D.magazines cannot deliver high frequency.
E.magazine circulation figures are increasing worldwide.
Q:
(p.282)The reach of magazines:
A.is adversely affected by declining magazine circulations.
B.is reduced when long headlines are used.
C.is better when reverse type is used.
D.enhances audience selectivity.
E.equals the number of times an advertising message is seen by the same person or household.
Q:
(p.282)The ad for the horse medication contains a photo of and a testimonial by Monty Roberts, a noted horse trainer. The background of the ad was designed to look like leather and extends to the very edge of the page. The advertiser probably had to pay the magazine a 15 percent premium for this extended background called a(n):
A.bleed page.
B.environmental re-creation.
C.edge printing.
D.environmental realism.
E.picture frame.
Q:
(p.282)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.
Q:
(p.282)Why would an advertiser be willing to pay a 15 percent premium price for an ad that bleeds off the page?
A.The ability to use red, the most popular color in the United States.
B.A volume discount if the ad is reused in later publications.
C.A guaranteed better quality reproduction.
D.Greater flexibility in expressing the advertising idea.
E.It offers a slightly smaller printing area.
Q:
(p.282)The ad for the newest Calvin Klein brand of perfume on the inside back cover of a "Martha Stewart Living" magazine would be an example of a(n):
A.first cover.
B.bleed page.
C.third cover.
D.island half.
E.gatefold.
Q:
(p.282-284)An ad for a DVD entitled Run for Fun appeared in the middle of a page in an issue of "Runner's World" magazine. An article running warm-ups surrounds the ad. This ad is an example of:
A.trade promotion.
B.a gatefold.
C.a centerpiece.
D.island halves.
E.a floater.
Q:
(p.282-284)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
Q:
(p.284)An advertiser that wants to add weight and drama to its advertising message can have the ad printed on high-quality paper stock and placed in the magazine for a premium price. This is called:
A.island halves.
B.an insert.
C.a gatefold.
D.a junior unit.
E.a full unit.
Q:
(p.284)An ad for Coldwater Creek, a retailer of women's clothing in "Martha Stewart Living" 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 March issue. The ad for which the advertiser paid a premium price exemplifies:
A.island halves.
B.a full unit.
C.a gatefold.
D.a junior unit.
E.an insert.
Q:
(p.284)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.a method used to decrease advertising clutter.
E.ad that generates interest by repetition throughout the publication.
Q:
(p.284)An ad for Covenant Transport, a national trucking company, is on a page that is wider than the normal pages found in "Trucker's Connection" magazine. To view the entire insert, the reader must open the folded pages. The Covenant Transport ad is an example of a:
A.folded insert.
B.partitioned unit.
C.folded unit.
D.gatefold.
E.larger-than-life unit.
Q:
(p.284)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
Q:
(p.284)"Runner's World", "New York" magazine, "Better Homes and Gardens", and "Allure" are all examples of _____ magazines.
A.demographic
B.consumer
C.regional
D.psychographic
E.statistical
Q:
(p.284)"Brand Packaging" and "Flexible Packaging" are monthly publications that target businesses in the consumer goods industry. They are examples of _____ magazines.
A.geographic
B.demographic
C.professional
D.business
E.content
Q:
(p.288-289)What is the difference between a paid circulation and a controlled circulation magazine?
Q:
(p.289)List the three dates that affect the purchase of magazine advertising. Define each.
Q:
(p.293)List six benefits an advertiser can receive by incorporating newspaper media into its creative mix.
Q:
(p.293)List four disadvantages that an advertiser might encounter if newspapers are chosen for to run the advertiser's advertising messages.
Q:
(p.299)What is a short rate?
Q:
(p.302)How is advertising in directories similar to other print advertising? In what major way does directory advertising differ from other types of print advertising?
Q:
(p.282)An ad for Ariat brand boots covers the entire page and features a portion of a galloping horse stretched from the inside edge to the outside edge of the page. What type of ad is Ariat using?
Q:
(p.282)The ad for Cole-Haan sandals is in the middle of the magazine page and is surrounded on all sides by an interview with author Jeffrey Deaver. The ad occupies about 40 percent of the page. What is the name given to this type of special advertising? What would it be called if the ad was enlarged to cover 75 percent of the same page?
Q:
(p.288)Define a magazine's primary circulation.
Q:
(p.288-289)On what does a magazine base its distribution?
Q:
(p.289)Calculate the cost per thousand (CPM) for "North Georgia Living" magazine if the full-page rate is $750.00 and its circulation is 30,000.
Q:
(p.293)How often must a newspaper be published to be considered a daily?
Q:
(p.293)What are the two basic newspaper size formats?
Q:
(p.295)List the four major classifications of newspaper advertising.
Q:
(p.298)What type of rate do most national newspapers charge their advertisers?
Q:
(p.288)Explain the difference between a vertical publication and a horizontal publication.
Q:
(p.300)What organization examines tear sheets from newspapers to make sure ads ran according to advertiser or agency instructions?
Q:
(p.294)The standard advertising unit (SAU) system standardized the newspaper column width, page sizes, and ad sizes.
Q:
(p.294)Shoppers are sometimes called pennysavers.
Q:
(p.295)Newspapers charge premium rates to carry legal public notices.
Q:
(p.296)In single-newspaper cities, reader demographics usually reflect a cross section of the general population.
Q:
(p.296)National newspaper rates are on average 75 percent higher than local rates.
Q:
(p.298)Newspapers that offer volume discounts have flat rates and contract rates, but no open rates.
Q:
(p.299)A short rate is the difference between the controlled rate and the earned rate for the actual inches run.
Q:
(p.299)The preferred position for a newspaper ad is lengthwise across the bottom of the page.
Q:
(p.300)A proof copy is the same as a tear sheet.
Q:
(p.301)One disadvantage of print advertising is that since it offers limited opportunities for brands to engage consumers in niche environments, there is brand wastage.
Q:
(p.302)In Yellow Pages ads, the ad should tell people why to make the purchase, not how.
Q:
(p.288)Vertical publications cover a specific industry in all of its aspects.
Q:
(p.303)Yellow Pages are only useful to local advertisers.
Q:
(p.289)In controlled circulation, the publisher mails the magazine free to individuals who the publisher thinks can influence the purchase of advertised products.
Q:
(p.282)Why would an advertiser choose to use a bleed page?
Q:
(p.291)Second and third cover rates typically cost less than the fourth cover.
Q:
(p.282)List six benefits an advertiser can receive by incorporating magazine media into the creative mix used for advertising.
Q:
(p.292)In terms of advertising volume, newspapers are the largest medium.
Q:
(p.282)Magazine advertising may not be for everyone. List six disadvantages of magazine advertising.
Q:
(p.293)One of the advantages of using newspapers as the advertising medium of choice is geographic selectivity.
Q:
(p.264)The task of quality control begins in the preproduction phase itself.
Q:
(p.265)A trap occurs when the edge of one color or shape overlaps its neighbor by a fraction of an inch to make sure the white paper underneath does not show through.
Q:
(p.265)Because an ad for Swanson chicken broth covers the entire page in the "Better Homes and Gardens" magazine, it would be an example of a bleed.
Q:
(p.281)Selecting the most appropriate media mix for a campaign requires understanding the unique characteristics of the various media alternatives and determining which media will most efficiently reach the target audience.
Q:
(p.281)Compared to television or radio, print advertising has more permanence.
Q:
(p.282)An ad for Double-H brand Boots on the back inside cover of "Western Horseman" magazine would be on the second cover.
Q:
(p.282)One of the disadvantages of magazines as an advertising medium is their lack of immediacy.
Q:
(p.284)A gatefold occurs when a magazine page is not cut properly and the page inadvertently is not in alignment with other pages.
Q:
(p.284)The broadest classifications of magazine content are consumer magazines, farm magazines, and business magazines.
Q:
(p.286)Regional magazines are simply national publications with a regional focus.
Q:
(p.258)The four considerations for type selection are readability, emphasis, harmony/appearance, and appropriateness.
Q:
(p.287)A magazine's ad rates are based on its contents.
Q:
(p.259)The mechanical is the camera-ready paste-up of the artwork in a print ad.