Question 1

When advertisers agree to purchase space in consecutive issues of a magazine they are offered a

Accepted Answer

A)  short rate 
B)  corporate discount 
C)  transient rate 
D)  frequency discount 
E)  continuity discount 
A)  short rate 
B)  corporate discount 
C)  transient rate 
D)  frequency discount 
E)  continuity discount

Question 2

A pass-along reader represents a bonus to an advertiser in a magazine at no additional cost. This is

Accepted Answer

A)  split run availability 
B)  loss of revenue 
C)  bonus circulation at no additional cost 
D)  retail advertising 
E)  an increase in frequency 
A)  split run availability 
B)  loss of revenue 
C)  bonus circulation at no additional cost 
D)  retail advertising 
E)  an increase in frequency

Question 3

The largest daily Canadian newspaper is The Globe and Mail, which has an average ?Monday-to-Friday circulation of 421 700 per day.

Accepted Answer

A) True 
 B)False

Question 4

What are community newspapers and who typically advertises in them?

Accepted Answer

Community newspapers are generally small

Question 5

The term circulation refers to

Accepted Answer

A)  the number of free inserts per issue 
B)  the number of copies sold per issue 
C)  the type of advertising included in the print media 
D)  the number of copies printed per issue 
E)  the average number of copies distributed per issue 
A)  the number of free inserts per issue 
B)  the number of copies sold per issue 
C)  the type of advertising included in the print media 
D)  the number of copies printed per issue 
E)  the average number of copies distributed per issue

Question 6

If an 8-page insert in the Toronto Star has a CPM rate of $10.00, then 421 700 inserts would cost

Accepted Answer

A)  $2 272 500 
B)  $227.25 
C)  $42,170 
D)  $450 000 
E)  $22 139.25 
A)  $2 272 500 
B)  $227.25 
C)  $42,170 
D)  $450 000 
E)  $22 139.25

Question 7

Business magazines can be broadly subdivided into subject areas such as trade, industry, professional, and institutional. Sub-classifications of these general areas would include

Accepted Answer

A)  hotels and restaurants 
B)  sports and recreation 
C)  lifestyle 
D)  health 
E)  arts and entertainment 
A)  hotels and restaurants 
B)  sports and recreation 
C)  lifestyle 
D)  health 
E)  arts and entertainment

Question 8

Flexform refers to an advertisement that

Accepted Answer

A)  is full colour 
B)  covers two full pages 
C)  comes as an insert 
D)  is a centrefold 
E)  does not conform to normal shapes 
A)  is full colour 
B)  covers two full pages 
C)  comes as an insert 
D)  is a centrefold 
E)  does not conform to normal shapes

Question 9

Explain tipping in magazine advertising.

Accepted Answer

Magazines offer advertisers the creative

Question 10

Circulation is defined as the average number of copies per issue of a publication that are sold by subscription only.

Accepted Answer

A) True 
 B)False

Question 11

An example of a vertical publisher is

Accepted Answer

A)  Canadian Business 
B)  National Post Business 
C)  ROB magazine 
D)  Canadian Grocer 
E)  Profit 
A)  Canadian Business 
B)  National Post Business 
C)  ROB magazine 
D)  Canadian Grocer 
E)  Profit

Question 12

Foodservice and Hospitality magazine is an example of

Accepted Answer

A)  a horizontal publication 
B)  a regional edition 
C)  a general interest publication 
D)  a vertical publication 
E)  a consumer publication 
A)  a horizontal publication 
B)  a regional edition 
C)  a general interest publication 
D)  a vertical publication 
E)  a consumer publication

Question 13

The transient rate for a newspaper ad is a one-time rate or base rate applied to casual advertisers.

Accepted Answer

A) True 
 B)False

Question 14

The frequency of publication varies from one magazine to another. The most common frequencies are

Accepted Answer

A)  monthly and weekly 
B)  bi-weekly and quarterly 
C)  10 times a year 
D)  bi-annually 
E)  bi-monthly 
A)  monthly and weekly 
B)  bi-weekly and quarterly 
C)  10 times a year 
D)  bi-annually 
E)  bi-monthly

Question 15

Advertisers purchasing ad space in some of today's national magazines can also advertise on the publication's

Accepted Answer

A)  sister publications 
B)  back cover 
C)  special supplements 
D)  website 
E)  regional edition 
A)  sister publications 
B)  back cover 
C)  special supplements 
D)  website 
E)  regional edition

Question 16

The profiles and consumer behaviour characteristics of newspaper readers are compiled by an industry-sponsored measurement organization called Vividata.

Accepted Answer

A) True 
 B)False

Question 17

"There is nothing as stale as yesterday's news." Which disadvantage of newspaper does this phrase sum up?

Accepted Answer

This phrase sums up any newspaper's bigg

Question 18

Business magazines can be classified as horizontal. This means

Accepted Answer

A)  that they appeal to people at the same level of responsibility 
B)  they are distributed as part of a newspaper 
C)  distribution is only in Canada 
D)  circulation is always the same 
E)  advertising contracts have to be even 
A)  that they appeal to people at the same level of responsibility 
B)  they are distributed as part of a newspaper 
C)  distribution is only in Canada 
D)  circulation is always the same 
E)  advertising contracts have to be even

Question 19

Paid circulation refers to

Accepted Answer

A)  subscription sales only 
B)  trade subscriptions 
C)  subscriptions and newsstand sales 
D)  free distribution 
E)  newsstand sales only 
A)  subscription sales only 
B)  trade subscriptions 
C)  subscriptions and newsstand sales 
D)  free distribution 
E)  newsstand sales only

Question 20

Newspaper revenue is generated from four advertising sources. Explain.

Accepted Answer

Advertising accounts for roughly 60% of

When advertisers agree to purchase space in consecutive issues of a magazine they are offered a

A pass-along reader represents a bonus to an advertiser in a magazine at no additional cost. This is

The largest daily Canadian newspaper is The Globe and Mail, which has an average ?Monday-to-Friday circulation of 421 700 per day.

What are community newspapers and who typically advertises in them?

The term circulation refers to

If an 8-page insert in the Toronto Star has a CPM rate of $10.00, then 421 700 inserts would cost

Business magazines can be broadly subdivided into subject areas such as trade, industry, professional, and institutional. Sub-classifications of these general areas would include

Flexform refers to an advertisement that

Explain tipping in magazine advertising.

Circulation is defined as the average number of copies per issue of a publication that are sold by subscription only.

An example of a vertical publisher is

Foodservice and Hospitality magazine is an example of

The transient rate for a newspaper ad is a one-time rate or base rate applied to casual advertisers.

The frequency of publication varies from one magazine to another. The most common frequencies are

Advertisers purchasing ad space in some of today's national magazines can also advertise on the publication's

The profiles and consumer behaviour characteristics of newspaper readers are compiled by an industry-sponsored measurement organization called Vividata.

"There is nothing as stale as yesterday's news." Which disadvantage of newspaper does this phrase sum up?

Business magazines can be classified as horizontal. This means

Paid circulation refers to

Newspaper revenue is generated from four advertising sources. Explain.

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

When advertisers agree to purchase space in consecutive issues of a magazine they are offered a

A pass-along reader represents a bonus to an advertiser in a magazine at no additional cost. This is

The largest daily Canadian newspaper is The Globe and Mail, which has an average ?Monday-to-Friday circulation of 421 700 per day.

What are community newspapers and who typically advertises in them?

The term circulation refers to

If an 8-page insert in the Toronto Star has a CPM rate of $10.00, then 421 700 inserts would cost

Business magazines can be broadly subdivided into subject areas such as trade, industry, professional, and institutional. Sub-classifications of these general areas would include

Flexform refers to an advertisement that

Explain tipping in magazine advertising.

Circulation is defined as the average number of copies per issue of a publication that are sold by subscription only.

An example of a vertical publisher is

Foodservice and Hospitality magazine is an example of

The transient rate for a newspaper ad is a one-time rate or base rate applied to casual advertisers.

The frequency of publication varies from one magazine to another. The most common frequencies are

Advertisers purchasing ad space in some of today's national magazines can also advertise on the publication's

The profiles and consumer behaviour characteristics of newspaper readers are compiled by an industry-sponsored measurement organization called Vividata.

"There is nothing as stale as yesterday's news." Which disadvantage of newspaper does this phrase sum up?

Business magazines can be classified as horizontal. This means

Paid circulation refers to

Newspaper revenue is generated from four advertising sources. Explain.

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