Question 1

In comparison to newspapers, a key disadvantage to magazines is

Accepted Answer

A)  quality of reproduction 
B)  life span 
C)  demographic selectivity 
D)  geographic flexibility 
E)  frequency 
A)  quality of reproduction 
B)  life span 
C)  demographic selectivity 
D)  geographic flexibility 
E)  frequency

Question 2

With regard to rate schedules, rates charged by line go down

Accepted Answer

A)  as the size of the advertisements increase 
B)  if advertisements are spaced apart by set periods of time 
C)  if the ad is in the same location as before 
D)  based on the amount of white space in advertisements 
E)  as the number of lines increases over a specified period 
A)  as the size of the advertisements increase 
B)  if advertisements are spaced apart by set periods of time 
C)  if the ad is in the same location as before 
D)  based on the amount of white space in advertisements 
E)  as the number of lines increases over a specified period

Question 3

The revenues generated by advertising significantly offset the production and overhead costs of publishing a newspaper. Advertising accounts for approximately ________ of newspaper space.

Accepted Answer

A)  48% 
B)  55% 
C)  60% 
D)  40% 
E)  30% 
A)  48% 
B)  55% 
C)  60% 
D)  40% 
E)  30%

Question 4

The insertion order date in a magazine is the closing date for

Accepted Answer

A)  ordering space 
B)  distribution 
C)  art work 
D)  production of the advertisement 
E)  copy 
A)  ordering space 
B)  distribution 
C)  art work 
D)  production of the advertisement 
E)  copy

Question 5

Among the largest local investors in newspaper advertising are

Accepted Answer

A)  schools and hospitals 
B)  associations and services 
C)  retailers and automobile dealers 
D)  employers and industry 
E)  municipal and national governments 
A)  schools and hospitals 
B)  associations and services 
C)  retailers and automobile dealers 
D)  employers and industry 
E)  municipal and national governments

Question 6

What are the challenges facing the current newspaper industry?

Accepted Answer

Newspaper readership in hard copy is dec

Question 7

Community newspapers are truly an advertising medium for

Accepted Answer

A)  local retailers 
B)  younger readers 
C)  business-to-business 
D)  national advertisers 
E)  French-Canadians 
A)  local retailers 
B)  younger readers 
C)  business-to-business 
D)  national advertisers 
E)  French-Canadians

Question 8

If an advertiser wants to run an ad that is 5 columns x 10 inches deep, the size of the ad in agate lines would be

Accepted Answer

A)  750 lines 
B)  500 lines 
C)  700 lines 
D)  250 lines 
E)  50 lines 
A)  750 lines 
B)  500 lines 
C)  700 lines 
D)  250 lines 
E)  50 lines

Question 9

In terms of content and audience reached, magazine publications fall into two major categories:

Accepted Answer

A)  general interest and special interest 
B)  consumer and business 
C)  entertainment and sports 
D)  horizontal and vertical 
E)  trade and association 
A)  general interest and special interest 
B)  consumer and business 
C)  entertainment and sports 
D)  horizontal and vertical 
E)  trade and association

Question 10

How have the information age and the electronic revolution changed the nature of newspaper and magazine publishing? What has this meant for advertisers?

Accepted Answer

While the printed format remains the dom

Question 11

A controlled circulation magazine

Accepted Answer

A)  is distributed free to a predetermined target 
B)  is an insert inside a newspaper 
C)  appeals to all market segments 
D)  is also classified as junk mail 
E)  is restricted by law 
A)  is distributed free to a predetermined target 
B)  is an insert inside a newspaper 
C)  appeals to all market segments 
D)  is also classified as junk mail 
E)  is restricted by law

Question 12

When advertisers agree to a "run of press," it means that

Accepted Answer

A)  the publisher will decide on black and white or colour 
B)  the ad may be run as a pre-printed insert 
C)  ads will be placed in all media that the publisher may own 
D)  the publisher will run ads when space is available 
E)  advertisements will be placed at the discretion of the publisher 
A)  the publisher will decide on black and white or colour 
B)  the ad may be run as a pre-printed insert 
C)  ads will be placed in all media that the publisher may own 
D)  the publisher will run ads when space is available 
E)  advertisements will be placed at the discretion of the publisher

Question 13

A hooker, also called a tag, identifies local retailers where the product can be purchased.

Accepted Answer

A) True 
 B)False

Question 14

Since the circulations and costs of advertising (line rates) vary among newspapers, the advertiser must have a way of comparing the alternatives. To make this comparison, the advertiser may use a standard figure called the

Accepted Answer

A)  position charges 
B)  multiple page charges 
C)  line rate 
D)  cost per thousand (CPM) 
E)  split runs 
A)  position charges 
B)  multiple page charges 
C)  line rate 
D)  cost per thousand (CPM) 
E)  split runs

Question 15

One of the disadvantages for advertising in magazines is the

Accepted Answer

A)  expensive distribution 
B)  long lead times 
C)  lack of preferred positions 
D)  ability to change advertising at short notice 
E)  only option is full colour 
A)  expensive distribution 
B)  long lead times 
C)  lack of preferred positions 
D)  ability to change advertising at short notice 
E)  only option is full colour

Question 16

The key difference between tabloids and broadsheets is

Accepted Answer

A)  amount of advertising 
B)  size 
C)  content 
D)  cost 
E)  number of sections 
A)  amount of advertising 
B)  size 
C)  content 
D)  cost 
E)  number of sections

Question 17

Very often ads placed by national advertisers include a hooker. This identifies

Accepted Answer

A)  an unethical issue 
B)  an additional insert 
C)  if the article continues on another page 
D)  local retailers where the product can be purchased 
E)  it as a classified advertisement 
A)  an unethical issue 
B)  an additional insert 
C)  if the article continues on another page 
D)  local retailers where the product can be purchased 
E)  it as a classified advertisement

Question 18

One of the biggest drawbacks of newspaper advertising is

Accepted Answer

A)  lack of competition 
B)  its size 
C)  its short lifespan 
D)  the expense of an individual newspaper 
E)  its long lead time 
A)  lack of competition 
B)  its size 
C)  its short lifespan 
D)  the expense of an individual newspaper 
E)  its long lead time

Question 19

Given that circulation and the costs of advertising (line rates) vary among newspapers, how do advertisers compare alternatives for cost efficiency?

Accepted Answer

To make this comparison, the advertiser

Question 20

Why would an advertiser pay a position charge for their newspaper advertising placement?

Accepted Answer

To deal with the disadvantage of clutter

In comparison to newspapers, a key disadvantage to magazines is

With regard to rate schedules, rates charged by line go down

The revenues generated by advertising significantly offset the production and overhead costs of publishing a newspaper. Advertising accounts for approximately ________ of newspaper space.

The insertion order date in a magazine is the closing date for

Among the largest local investors in newspaper advertising are

What are the challenges facing the current newspaper industry?

Community newspapers are truly an advertising medium for

If an advertiser wants to run an ad that is 5 columns x 10 inches deep, the size of the ad in agate lines would be

In terms of content and audience reached, magazine publications fall into two major categories:

How have the information age and the electronic revolution changed the nature of newspaper and magazine publishing? What has this meant for advertisers?

A controlled circulation magazine

When advertisers agree to a "run of press," it means that

A hooker, also called a tag, identifies local retailers where the product can be purchased.

Since the circulations and costs of advertising (line rates) vary among newspapers, the advertiser must have a way of comparing the alternatives. To make this comparison, the advertiser may use a standard figure called the

One of the disadvantages for advertising in magazines is the

The key difference between tabloids and broadsheets is

Very often ads placed by national advertisers include a hooker. This identifies

One of the biggest drawbacks of newspaper advertising is

Given that circulation and the costs of advertising (line rates) vary among newspapers, how do advertisers compare alternatives for cost efficiency?

Why would an advertiser pay a position charge for their newspaper advertising placement?

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

In comparison to newspapers, a key disadvantage to magazines is

With regard to rate schedules, rates charged by line go down

The revenues generated by advertising significantly offset the production and overhead costs of publishing a newspaper. Advertising accounts for approximately ________ of newspaper space.

The insertion order date in a magazine is the closing date for

Among the largest local investors in newspaper advertising are

What are the challenges facing the current newspaper industry?

Community newspapers are truly an advertising medium for

If an advertiser wants to run an ad that is 5 columns x 10 inches deep, the size of the ad in agate lines would be

In terms of content and audience reached, magazine publications fall into two major categories:

How have the information age and the electronic revolution changed the nature of newspaper and magazine publishing? What has this meant for advertisers?

A controlled circulation magazine

When advertisers agree to a "run of press," it means that

A hooker, also called a tag, identifies local retailers where the product can be purchased.

Since the circulations and costs of advertising (line rates) vary among newspapers, the advertiser must have a way of comparing the alternatives. To make this comparison, the advertiser may use a standard figure called the

One of the disadvantages for advertising in magazines is the

The key difference between tabloids and broadsheets is

Very often ads placed by national advertisers include a hooker. This identifies

One of the biggest drawbacks of newspaper advertising is

Given that circulation and the costs of advertising (line rates) vary among newspapers, how do advertisers compare alternatives for cost efficiency?

Why would an advertiser pay a position charge for their newspaper advertising placement?

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