Question 1

National advertisers are not heavy users of newspapers as an advertising medium because each paper has its own size guidelines for ads,making it impossible to prepare one ad that would fit every newspaper.

Accepted Answer

A) True 
 B)False

Question 2

The Audit Bureau of Circulations (ABC)was formed as an independent auditing group to represent advertisers,agencies and publishers,and its mission is to achieve credibility for circulation claims and form a basis for setting rates.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following lists identifies the necessary components of effective packaging design?

Accepted Answer

A) Volume;Ideas;Emotional appeal;Workability 
B) Visibility;Information;Emotional appeal;Workability 
C) Volume;Interest;Excellence;Workability 
D) Attention;Interest;Decision;Action 
E) Attention;Interest;Design;Availability

Question 4

Segmentation refers to the number of copies a newspaper sells and is the primary way that newspapers' reach is measured and compared with the reach of other media.

Accepted Answer

A) True 
 B)False

Question 5

Magazine rates are based on the number of copies of the publication printed.

Accepted Answer

A) True 
 B)False

Question 6

The effectiveness of packaging could be evaluated via its:

Accepted Answer

A) visibility 
B) information content 
C) emotional appeal 
D) workability 
E) all of the above

Question 7

A spectacular is a billboard that:

Accepted Answer

A) is extraordinarily eye catching 
B) is built across a highway 
C) is situated at the Super Bowl 
D) exceeds 500 square metres 
E) can be seen from 10 kilometres away
F) None of these

Question 8

The editorial environment of a magazine is said to lend authority and credibility to the advertising.This is called audience:

Accepted Answer

A) attention 
B) receptivity 
C) priority 
D) none of the above

Question 9

To announce the expansion of a Louis Vuitton flagship store in the centre of Hong Kong's luxury shopping district,the marketer made a building resemble an LV hard-case canvas trunk,with brass fittings and a cherry monogram print from the summer collection.The 3D ad is 8 metres high and 46 by 18 metres wide.Describe the type of advertising medium this represents and the advantages of it.

Accepted Answer

The answer of To announce the expansion of a Louis...

Question 10

People seem to spend more time with ________ media and absorb its messages more thoroughly.

Accepted Answer

A) print 
B) broadcast 
C) electronic 
D) alternative 
E) outdoor

Question 11

Seasons is a new restaurant opening in town,and the owners know they should advertise to attract customers.Based on what you learned in this chapter,recommend some media options for this restaurant.

Accepted Answer

The answer of Seasons is a new restaurant opening in...

Question 12

________ is an independent auditing group that represents advertisers,agencies and publishers.Its mission is to achieve credibility for circulation claims and form a basis for setting rates.

Accepted Answer

A) The Audit Bureau of Circulations (AB
C)  
B) The Circulation Audit Board 
C) Roy Morgan Research 
D) The Australian Standards Board 
E) None of the above verify circulation and readership.

Question 13

Directory advertising is described as ________ advertising because it tells people where to go to get the product or service they want.

Accepted Answer

A) primary 
B) secondary 
C) directional 
D) promotional 
E) selective

Question 14

Criticisms of print media include their energy consumption,water use and carbon emissions.

Accepted Answer

A) True 
 B)False

Question 15

Advertising on the web now accounts for 15% of the total advertising pie in Australia.

Accepted Answer

A) True 
 B)False

Question 16

List and define basic formats available for magazine ads.

Accepted Answer

The answer of List and define basic formats available for...

Question 17

Newspapers,magazines,packaging,outdoor and directories are known as ________ media.

Accepted Answer

A) broadcast 
B) narrowcast 
C) print 
D) directional 
E) interactive

Exam 8: Print and Out-Of-Home Media

National advertisers are not heavy users of newspapers as an advertising medium because each paper has its own size guidelines for ads,making it impossible to prepare one ad that would fit every newspaper.

The Audit Bureau of Circulations (ABC)was formed as an independent auditing group to represent advertisers,agencies and publishers,and its mission is to achieve credibility for circulation claims and form a basis for setting rates.

Which of the following lists identifies the necessary components of effective packaging design?

Segmentation refers to the number of copies a newspaper sells and is the primary way that newspapers' reach is measured and compared with the reach of other media.

Magazine rates are based on the number of copies of the publication printed.

The effectiveness of packaging could be evaluated via its:

A spectacular is a billboard that:

The editorial environment of a magazine is said to lend authority and credibility to the advertising.This is called audience:

People seem to spend more time with ________ media and absorb its messages more thoroughly.

Seasons is a new restaurant opening in town,and the owners know they should advertise to attract customers.Based on what you learned in this chapter,recommend some media options for this restaurant.

________ is an independent auditing group that represents advertisers,agencies and publishers.Its mission is to achieve credibility for circulation claims and form a basis for setting rates.

Directory advertising is described as ________ advertising because it tells people where to go to get the product or service they want.

Criticisms of print media include their energy consumption,water use and carbon emissions.

Advertising on the web now accounts for 15% of the total advertising pie in Australia.

List and define basic formats available for magazine ads.

Newspapers,magazines,packaging,outdoor and directories are known as ________ media.