Question 1

Quarter-page size advertising is a standardized unit of space.

Accepted Answer

A) True 
 B)False  True

Question 2

Readership data about newspapers is compiled by an industry-sponsored measurement organization called

Accepted Answer

A)  BBM 
B)  Print Measurement Bureau 
C)  Canadian Circulation Audit Board 
D)  NADbank Inc. 
E)  Audit Bureau of Circulation 
A)  BBM 
B)  Print Measurement Bureau 
C)  Canadian Circulation Audit Board 
D)  NADbank Inc. 
E)  Audit Bureau of Circulation D

Question 3

Magazines are often referred to as being a "class" medium rather than a "mass" medium, and yet they have the ability to give advertisers what they want most-direct reach to a precisely defined target. Explain.

Accepted Answer

Both consumer magazines and business magazines have target audiences that are well defined by some combination of demographic and psychographic variables. Consumer magazines are divided into 50 subclasses based on the magazine's content and audience. Business magazines are also subdivided into classes and tend to be very specialized with content appealing to a particular industry, trade or professional group. Therefore, advertisers with well-defined target markets can select specific magazines by using a profile-matching strategy (i.e. by selecting magazines whose audience closely matches the product's target market).

Question 4

There are ______ agate lines per inch of depth in most newspapers.

Accepted Answer

A)  16 
B)  14 
C)  12 
D)  15 
E)  24 
A)  16 
B)  14 
C)  12 
D)  15 
E)  24

Question 5

Pre-printed insert costs are usually quoted

Accepted Answer

A)  for delivery only 
B)  with a run of the press agreement 
C)  the same way as standard advertising rates 
D)  on a when required basis 
E)  on a cost per thousand basis 
A)  for delivery only 
B)  with a run of the press agreement 
C)  the same way as standard advertising rates 
D)  on a when required basis 
E)  on a cost per thousand basis

Question 6

Details of a newspaper ad request are communicated via a(n)

Accepted Answer

A)  insertion order 
B)  make good 
C)  tear sheet 
D)  cost per thousand 
E)  split run 
A)  insertion order 
B)  make good 
C)  tear sheet 
D)  cost per thousand 
E)  split run

Question 7

Because of the relative infrequency (in comparison to newspapers) of magazine publications, the advertiser gets the benefit of

Accepted Answer

A)  split runs 
B)  digest sizing 
C)  more advertising 
D)  less costs 
E)  longevity 
A)  split runs 
B)  digest sizing 
C)  more advertising 
D)  less costs 
E)  longevity

Question 8

Compare the lifespan of a magazine to the lifespan of a newspaper.

Accepted Answer

Because of the relative infrequency (in

Question 9

Explain the difference between a horizontal business magazine and a vertical one, providing examples.

Accepted Answer

Business magazines can be classified as

Question 10

The highest-circulation tabloid in Canada is

Accepted Answer

A)  Montreal Gazette 
B)  Toronto Sun 
C)  Ottawa Sun 
D)  Vancouver Province 
E)  Le Journal de Montréal 
A)  Montreal Gazette 
B)  Toronto Sun 
C)  Ottawa Sun 
D)  Vancouver Province 
E)  Le Journal de Montréal

Question 11

CPM is a quantitative measure of competing magazines' efficiency.

Accepted Answer

A) True 
 B)False

Question 12

Colour charges in newspaper ads are normally quoted on

Accepted Answer

A)  the frequency of inserts 
B)  the type of colours selected 
C)  the position of ad in the newspaper 
D)  the basis of spot colour or full colour 
A)  the frequency of inserts 
B)  the type of colours selected 
C)  the position of ad in the newspaper 
D)  the basis of spot colour or full colour

Question 13

The two broad forms of newspaper advertising are

Accepted Answer

A)  full page and fractional 
B)  contract and open line 
C)  daily and community 
D)  display and classified 
E)  national and retail 
A)  full page and fractional 
B)  contract and open line 
C)  daily and community 
D)  display and classified 
E)  national and retail

Question 14

So that advertisers can see how their ad actually appeared, newspapers issue a(n)

Accepted Answer

A)  make good 
B)  tear sheet 
C)  split run 
D)  insertion order 
E)  CPM 
A)  make good 
B)  tear sheet 
C)  split run 
D)  insertion order 
E)  CPM

Question 15

A technique in which the coloured background of an ad extends to the edge of the page is called

Accepted Answer

A)  spot colour 
B)  dull colour 
C)  a gatefold 
D)  a placement 
E)  a bleed 
A)  spot colour 
B)  dull colour 
C)  a gatefold 
D)  a placement 
E)  a bleed

Question 16

What is the difference between the primary reader and the pass-along reader of a magazine?

Accepted Answer

The primary reader of a magazine is the

Question 17

The position charge is usually quoted as a percentage increase over the insertion cost. On The Globe and Mail's rate card, a specific page request can add ________ to the cost of insertion

Accepted Answer

A)  15% 
B)  20% 
C)  40% 
D)  25% 
E)  10% 
A)  15% 
B)  20% 
C)  40% 
D)  25% 
E)  10%

Question 18

The largest circulation of a broadsheet daily newspaper is of

Accepted Answer

A)  The Gazette 
B)  The Globe and Mail 
C)  The Toronto Star 
D)  The National Post 
E)  The Toronto Sun 
A)  The Gazette 
B)  The Globe and Mail 
C)  The Toronto Star 
D)  The National Post 
E)  The Toronto Sun

Question 19

Vertical publications are magazines that only print advertising in columns.

Accepted Answer

A) True 
 B)False

Question 20

Compare and contrast the two formats of Canadian newspapers: tabloids and broadsheets.

Accepted Answer

Tabloids are flat, with only a vertical

Quarter-page size advertising is a standardized unit of space.

Readership data about newspapers is compiled by an industry-sponsored measurement organization called

Magazines are often referred to as being a "class" medium rather than a "mass" medium, and yet they have the ability to give advertisers what they want most-direct reach to a precisely defined target. Explain.

There are ______ agate lines per inch of depth in most newspapers.

Pre-printed insert costs are usually quoted

Details of a newspaper ad request are communicated via a(n)

Because of the relative infrequency (in comparison to newspapers) of magazine publications, the advertiser gets the benefit of

Compare the lifespan of a magazine to the lifespan of a newspaper.

Explain the difference between a horizontal business magazine and a vertical one, providing examples.

The highest-circulation tabloid in Canada is

CPM is a quantitative measure of competing magazines' efficiency.

Colour charges in newspaper ads are normally quoted on

The two broad forms of newspaper advertising are

So that advertisers can see how their ad actually appeared, newspapers issue a(n)

A technique in which the coloured background of an ad extends to the edge of the page is called

What is the difference between the primary reader and the pass-along reader of a magazine?

The position charge is usually quoted as a percentage increase over the insertion cost. On The Globe and Mail's rate card, a specific page request can add ________ to the cost of insertion

The largest circulation of a broadsheet daily newspaper is of

Vertical publications are magazines that only print advertising in columns.

Compare and contrast the two formats of Canadian newspapers: tabloids and broadsheets.

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters

Exam 8: Print Media: Newspapers and Magazines

Quarter-page size advertising is a standardized unit of space.

Readership data about newspapers is compiled by an industry-sponsored measurement organization called

Magazines are often referred to as being a "class" medium rather than a "mass" medium, and yet they have the ability to give advertisers what they want most-direct reach to a precisely defined target. Explain.

There are ______ agate lines per inch of depth in most newspapers.

Pre-printed insert costs are usually quoted

Details of a newspaper ad request are communicated via a(n)

Because of the relative infrequency (in comparison to newspapers) of magazine publications, the advertiser gets the benefit of

Compare the lifespan of a magazine to the lifespan of a newspaper.

Explain the difference between a horizontal business magazine and a vertical one, providing examples.

The highest-circulation tabloid in Canada is

CPM is a quantitative measure of competing magazines' efficiency.

Colour charges in newspaper ads are normally quoted on

The two broad forms of newspaper advertising are

So that advertisers can see how their ad actually appeared, newspapers issue a(n)

A technique in which the coloured background of an ad extends to the edge of the page is called

What is the difference between the primary reader and the pass-along reader of a magazine?

The position charge is usually quoted as a percentage increase over the insertion cost. On The Globe and Mail's rate card, a specific page request can add ________ to the cost of insertion

The largest circulation of a broadsheet daily newspaper is of

Vertical publications are magazines that only print advertising in columns.

Compare and contrast the two formats of Canadian newspapers: tabloids and broadsheets.

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters