Question 1

The actual readership of a magazine may be much greater than its circulation.

Accepted Answer

A) True 
 B)False

Question 2

There are two broad forms of newspaper advertising: general and retail advertising.

Accepted Answer

A) True 
 B)False

Question 3

Other factors that influence the cost of agate line advertising include

Accepted Answer

A)  number of insertions 
B)  seasonality of advertisement 
C)  past successes of the advertiser 
D)  how quickly the advertiser pays their invoices 
A)  number of insertions 
B)  seasonality of advertisement 
C)  past successes of the advertiser 
D)  how quickly the advertiser pays their invoices

Question 4

Retail advertising involves advertisements in newspapers that

Accepted Answer

A)  outline the brand position of the retailer 
B)  usually stress sales items and specials 
C)  offer the merits of the organization 
D)  compare their convenience factors to competitors 
A)  outline the brand position of the retailer 
B)  usually stress sales items and specials 
C)  offer the merits of the organization 
D)  compare their convenience factors to competitors

Question 5

If an advertiser was trying to reach a business audience at the senior management level, a horizontal publication would be more appropriate than a vertical publication.

Accepted Answer

A) True 
 B)False

Question 6

Display advertising is defined as any advertisement

Accepted Answer

A)  that demonstrates a product 
B)  that appears on the front page banner 
C)  that appears on the back page 
D)  that is full page 
E)  appearing in any part of the publication, excluding the classified section 
A)  that demonstrates a product 
B)  that appears on the front page banner 
C)  that appears on the back page 
D)  that is full page 
E)  appearing in any part of the publication, excluding the classified section

Question 7

The percentage of Canadians who visit a daily newspaper website each week is

Accepted Answer

A)  50 
B)  33 
C)  5 
D)  12 
E)  40 
A)  50 
B)  33 
C)  5 
D)  12 
E)  40

Question 8

Obtaining a specific page or section within a magazine is referred to as

Accepted Answer

A)  a space contract 
B)  a split run 
C)  obtaining a bleed 
D)  a position charge 
E)  preferred position 
A)  a space contract 
B)  a split run 
C)  obtaining a bleed 
D)  a position charge 
E)  preferred position

Question 9

Do newspapers offer a high possibility of exposure for product and services being advertised? Explain your answer.

Accepted Answer

Newspapers are an engaging medium-people

Question 10

For advertisers using newspapers or magazines, the addition of a website means they can reach the same audience profile but in a different way.

Accepted Answer

A) True 
 B)False

Question 11

Explain the four main disadvantages of magazine advertising.

Accepted Answer

Four disadvantages of magazine advertisi

Question 12

Tipping refers to the bonus advertisers pay to magazine sales representatives for placing their ad in a desirable position, such as the inside front cover.

Accepted Answer

A) True 
 B)False

Question 13

Newspaper readership tends to increase as a person's level of education and income increases.

Accepted Answer

A) True 
 B)False

Question 14

A gatefold advertisement in a magazine is one that

Accepted Answer

A)  folds out spanning 2, 3 or 4 pages 
B)  is the front cover 
C)  is a preferred position 
D)  is inside the front cover 
E)  is an insert 
A)  folds out spanning 2, 3 or 4 pages 
B)  is the front cover 
C)  is a preferred position 
D)  is inside the front cover 
E)  is an insert

Question 15

How is the cost of placing a newspaper ad determined?

Accepted Answer

The basic procedure for buying newspaper

Question 16

Magazine readership figures are tracked by

Accepted Answer

A)  Alliance for Audited Media 
B)  Marketing magazine 
C)  Media Advisor 
D)  NADbank 
E)  BBM 
A)  Alliance for Audited Media 
B)  Marketing magazine 
C)  Media Advisor 
D)  NADbank 
E)  BBM

Question 17

Outline the quality benefits of magazine advertising.

Accepted Answer

Magazines unlike newspapers are printed

Question 18

Advertisers can partially overcome the problem of clutter in magazines by

Accepted Answer

A)  using spot colour 
B)  placing several ads in the same publication 
C)  purchasing left side pages 
D)  using bold stroke cartoons 
E)  ordering preferred positions 
A)  using spot colour 
B)  placing several ads in the same publication 
C)  purchasing left side pages 
D)  using bold stroke cartoons 
E)  ordering preferred positions

Question 19

Community newspapers are generally larger-circulation newspapers published more than once a week and directed at regional audiences.

Accepted Answer

A) True 
 B)False

Question 20

How have magazines expanded their reach beyond digital media?

Accepted Answer

Some magazines have expanded beyond the

The actual readership of a magazine may be much greater than its circulation.

There are two broad forms of newspaper advertising: general and retail advertising.

Other factors that influence the cost of agate line advertising include

Retail advertising involves advertisements in newspapers that

If an advertiser was trying to reach a business audience at the senior management level, a horizontal publication would be more appropriate than a vertical publication.

Display advertising is defined as any advertisement

The percentage of Canadians who visit a daily newspaper website each week is

Obtaining a specific page or section within a magazine is referred to as

Do newspapers offer a high possibility of exposure for product and services being advertised? Explain your answer.

For advertisers using newspapers or magazines, the addition of a website means they can reach the same audience profile but in a different way.

Explain the four main disadvantages of magazine advertising.

Tipping refers to the bonus advertisers pay to magazine sales representatives for placing their ad in a desirable position, such as the inside front cover.

Newspaper readership tends to increase as a person's level of education and income increases.

A gatefold advertisement in a magazine is one that

How is the cost of placing a newspaper ad determined?

Magazine readership figures are tracked by

Outline the quality benefits of magazine advertising.

Advertisers can partially overcome the problem of clutter in magazines by

Community newspapers are generally larger-circulation newspapers published more than once a week and directed at regional audiences.

How have magazines expanded their reach beyond digital media?

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

The actual readership of a magazine may be much greater than its circulation.

There are two broad forms of newspaper advertising: general and retail advertising.

Other factors that influence the cost of agate line advertising include

Retail advertising involves advertisements in newspapers that

If an advertiser was trying to reach a business audience at the senior management level, a horizontal publication would be more appropriate than a vertical publication.

Display advertising is defined as any advertisement

The percentage of Canadians who visit a daily newspaper website each week is

Obtaining a specific page or section within a magazine is referred to as

Do newspapers offer a high possibility of exposure for product and services being advertised? Explain your answer.

For advertisers using newspapers or magazines, the addition of a website means they can reach the same audience profile but in a different way.

Explain the four main disadvantages of magazine advertising.

Tipping refers to the bonus advertisers pay to magazine sales representatives for placing their ad in a desirable position, such as the inside front cover.

Newspaper readership tends to increase as a person's level of education and income increases.

A gatefold advertisement in a magazine is one that

How is the cost of placing a newspaper ad determined?

Magazine readership figures are tracked by

Outline the quality benefits of magazine advertising.

Advertisers can partially overcome the problem of clutter in magazines by

Community newspapers are generally larger-circulation newspapers published more than once a week and directed at regional audiences.

How have magazines expanded their reach beyond digital media?

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