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Exam 12: Evaluation of Print Media

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Question 31

Multiple Choice

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Advertising rate structures are generally based on:

A) pass-along readers
B) primary readers and pass-along readers with both weighted equally
C) verifiable circulation figures
D) total readership estimates
E) none of the above

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verified

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Question 32

Multiple Choice

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Ads in magazines that utilize pop-ups,heavy inserts,talking ads or other techniques to attract readers' attention are sometimes referred to as:

A) multisensory ads
B) enhanced advertising pages
C) printaculars
D) fine-tuned sensory interceptors (FSIs)
E) distractors

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Question 33

Multiple Choice

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Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true?

Natural Health,Paintball Sports,and Guns magazine are all examples of:

Which of the following is a disadvantage inherent in advertising in magazines?

Advertisers who are seeking broad reach and frequency in their media schedules:

Selectivity in reaching specific target audiences is available in magazines on the basis of:

Bob Wilkes shoes horses for a living.He has a large list of customers who often ask him for unusual features such as "Is there any sort of shock absorbers available for horses?" To answer these questions,he subscribes to American Farriers Journal and stores all of his previous issues so he can use them as reference material.The way Wilkes uses this publication demonstrates which advantage of magazines as an advertising medium?

The primary advertising medium in terms of both ad revenue and number of advertisers is:

The promoter of a boxing match would probably want to place an ad in the sports section of the newspaper and thus would pay a(n) _____ rate.

In order to compete against other media vehicles,many newspapers are:

Which of the following is an example of a trade magazine?

You won't find Armani advertising its new line of men's toiletries in just any men's magazine.The company is striving to position its new line of toiletries as a product for the man with discerning tastes who only buys the finest products.In selecting a print medium in which to run an ad for this new product,Armani would probably be most concerned with the publication's:

The Hathaway Shirt Company uses most of its media budget to advertise in publications such as Esquire and The New Yorker magazines.The company thinks these magazines are very well respected and provide a favorable environment that helps enhance the image of its products.This example demonstrates which advantage of magazines as an advertising medium?

_____ advertising is a category of advertising that is found throughout a newspaper and generally uses illustrations,headlines,white space,and other visual devices in addition to the copy text.

The advertising agency for Sony Electronics has prepared two print ads for the company's new DVD.Ad A uses a straightforward informational appeal,which discusses the DVD player's features while ad B is an image ad that promotes the overall quality of the player.The purpose of both ads is to encourage readers to send in a card or call a toll-free number to request more information about Sony's DVD player and other products.To get some idea of which ad might work best and should be used in the national campaign Sony could:

A magazine such as Farm Journal is an example of a _____ while a publication such as National Hog Farmer is a _____.

Trade publications are important to advertisers because:

Nearly two-thirds of all advertising dollars spent in magazines are spent in _____ magazines.

_____ describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places.