Question 1

Pallet Enterprise magazine is a business publication aimed at people who are in the pallet and container industries. It is only sold through subscriptions. Therefore, Pallet Enterprise is an example of a _____ business magazine.

Accepted Answer

A)   flat-circulation
B)   paid-circulation
C)   controlled-circulation
D)   fixed-circulation
E)   variable-circulation

Question 2

When Mary finishes reading her subscriber's copy of Cooking Light magazine, she gives the copy to her sister Cathy. Cathy is part of the magazine's:

Accepted Answer

A)   pass-along readership.
B)   primary circulation.
C)   derived readership.
D)   secondary target audience.
E)   subsidiary target audience.

Question 3

A proof copy is the same as a tearsheet.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following are two types of ads placed in the middle of magazine pages and surrounded by editorial matter?

Accepted Answer

A)   Island halves and gatefolds
B)   Gatefolds and inserts
C)   Quarter-page units and half-page units
D)   Junior units and island halves
E)   Junior units and inserts

Question 5

Every issue of Trucker's Connection magazine contains a full-page ad that describes employment opportunities at Schugel Trucking. What kind of discount will this advertiser most likely receive from the publisher of this magazine?

Accepted Answer

A)   Frequency discount
B)   Trade promotion
C)   Service allowance
D)   Presentation discount
E)   Nonprofit discount

Question 6

Horizontal publications are very effective advertising vehicles because they:

Accepted Answer

A)   offer minimal reach.
B)   tend to be very well read.
C)   have low pass-along readership.
D)   cover a specific industry in all of its aspects.
E)   provide controlled circulation to industry leaders.

Question 7

Sunday supplements are distinct from other sections of the newspaper in that they:

Accepted Answer

A)   never contain editorial material.
B)   primarily attract local rather than national advertisers.
C)   are more conducive to color printing than newsprint.
D)   contain cheaper ad space.
E)   contain photographs.

Question 8

Why would an advertiser be willing to pay a 15 percent premium price for an ad that bleeds off the page?

Accepted Answer

A)   The ability to use red unlike in other formats
B)   A volume discount to reuse the ad in later publications
C)   A guaranteed better quality reproduction
D)   Greater flexibility in expressing the advertising idea
E)   A slightly smaller printing area to maximize impact

Question 9

Explain the difference between a vertical publication and a horizontal publication.

Accepted Answer

There are two readership classifications...

Question 10

When would an advertiser be charged a short rate?

Accepted Answer

A)   If the advertiser requests its ads to be placed in a particular section of the newspaper.
B)   If the advertiser contracts for a full year's worth of advertising and fails to buy it.
C)   If the ad is not ready by the closing date specified by the newspaper publisher.
D)   If the newspaper advertiser wants to change an ad after the closing date.
E)   If the advertiser wants to use a preprinted insert in addition to a display ad.

Question 11

What are the three most common ways to categorize or classify magazines?

Accepted Answer

A)   Content, geography, and size
B)   Print face, ad rates, and size
C)   Audience, ad rates, and percentage of color
D)   Content, audience, and number of issues per year
E)   Size, distribution channels, and content

Question 12

The owner of a Greek restaurant has accepted a run-of-paper (ROP)  advertising rate. This means that the retail advertiser:

Accepted Answer

A)   may find its ad anywhere in the newspaper, wherever space permits.
B)   is testing the pull rate of two identical size ads with different content for the same product.
C)   will not require the newspaper to rerun its ad if production quality is less than desirable.
D)   will be penalized if it decides to pull its ad before the closing date.
E)   can ensure a choice position in the newspaper by paying the higher run-of-paper (ROP)  rate.

Question 13

An ad for Double-H brand Boots on the back cover of Western Horseman magazine would be considered on the second cover.

Accepted Answer

A) True 
 B)False

Question 14

Runner's World, Better Homes and Gardens, and Glamour are all examples of _____ magazines.

Accepted Answer

A)   demographic
B)   consumer
C)   regional
D)   psychographic
E)   statistical

Question 15

Yellow Pages are only useful to local advertisers.

Accepted Answer

A) True 
 B)False

Question 16

Guaranteed circulation in magazines:

Accepted Answer

A)   equals the delivered circulation.
B)   is the number of copies of the magazine sold on newsstands.
C)   is the minimum number of copies of the magazine that the publisher expects to circulate.
D)   is the maximum number of magazines that will be distributed through all channels.
E)   equals the primary circulation plus pass-along readership minus a safety measure of 10 percent.

Question 17

What are some of the advantages and disadvantages of incorporating newspaper media into the marketing mix?

Accepted Answer

The pros of newspaper advertising are: (...

Question 18

What are the two basic newspaper size formats?

Accepted Answer

There are two basic ...

Question 19

Which of the following statements best explains the popularity of magazines as an advertising medium?

Accepted Answer

A)   Magazines have a high cost per thousand (CPM) .
B)   Magazines support a high frequency strategy.
C)   Magazines deliver to mass audiences at low prices.
D)   Magazines offer flexibility in both readership and advertising.
E)   Magazines have a short lead time when compared with other media.

Question 20

National newspaper rates are on average 75 percent higher than local rates.

Accepted Answer

A) True 
 B)False

Exam 10: Print Advertising

What are some of the advantages and disadvantages of incorporating newspaper media into the marketing mix?

Correct AnswerverifiedThe pros of newspaper advertising are: (...View AnswerShow Answer

Which of the following are two types of ads placed in the middle of magazine pages and surrounded by editorial matter?

Correct AnswerverifiedShow Answer

Pallet Enterprise magazine is a business publication aimed at people who are in the pallet and container industries. It is only sold through subscriptions. Therefore, Pallet Enterprise is an example of a _____ business magazine.

Correct AnswerverifiedShow Answer

Why would an advertiser be willing to pay a 15 percent premium price for an ad that bleeds off the page?

Correct AnswerverifiedShow Answer

Yellow Pages are only useful to local advertisers.

Correct AnswerverifiedShow Answer

A proof copy is the same as a tearsheet.

Correct AnswerverifiedShow Answer

Every issue of Trucker's Connection magazine contains a full-page ad that describes employment opportunities at Schugel Trucking. What kind of discount will this advertiser most likely receive from the publisher of this magazine?

Correct AnswerverifiedShow Answer

The owner of a Greek restaurant has accepted a run-of-paper (ROP) advertising rate. This means that the retail advertiser:

Correct AnswerverifiedShow Answer

When would an advertiser be charged a short rate?

Correct AnswerverifiedShow Answer

Guaranteed circulation in magazines:

Correct AnswerverifiedShow Answer

Which of the following statements best explains the popularity of magazines as an advertising medium?

Correct AnswerverifiedShow Answer

Sunday supplements are distinct from other sections of the newspaper in that they:

Correct AnswerverifiedShow Answer

National newspaper rates are on average 75 percent higher than local rates.

Correct AnswerverifiedShow Answer

When Mary finishes reading her subscriber's copy of Cooking Light magazine, she gives the copy to her sister Cathy. Cathy is part of the magazine's:

Correct AnswerverifiedShow Answer

What are the three most common ways to categorize or classify magazines?

Correct AnswerverifiedShow Answer

What are the two basic newspaper size formats?

Correct AnswerverifiedThere are two basic ...View AnswerShow Answer

Runner's World, Better Homes and Gardens, and Glamour are all examples of _____ magazines.

Correct AnswerverifiedShow Answer

Explain the difference between a vertical publication and a horizontal publication.

Correct AnswerverifiedThere are two readership classifications...View AnswerShow Answer

Horizontal publications are very effective advertising vehicles because they:

Correct AnswerverifiedShow Answer

An ad for Double-H brand Boots on the back cover of Western Horseman magazine would be considered on the second cover.

Correct AnswerverifiedShow Answer

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The pros of newspaper advertising are: (...
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There are two basic ...
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There are two readership classifications...
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