Question 1

The total audience, or readership, of a magazine can be calculated by:

Accepted Answer

A)  multiplying the total number of primary readers by the pass-along readers.
B)  multiplying the total readership by the average pass-along readership number.
C)  subtracting the ancillary readership number from the total readership count.
D)  multiplying the readers per copy by the circulation of an average issue.
E)  subtracting the pass-along readership number from the total readership count.F) C) and E)
G) A) and B)

Question 2

Consumers are generally receptive to advertising in magazines because:

Accepted Answer

A)  ads provide additional information that may be of value in making a purchase decision.
B)  ads in magazines are intrusive and cannot be ignored.
C)  magazines are low-involvement advertising medium.
D)  magazines contain limited ads, thus advertising clutter is not an issue.
E)  of its very short lead timE.With the exception of newspapers, consumers are more receptive to advertising in magazines than in any other medium.Magazines are generally purchased because the information they contain interests a reader, and ads provide additional information that may be of value in making a purchase decision.F) A) and D)
G) B) and D)

Question 3

The coarse paper stock used in printing most newspapers leads to:

Accepted Answer

A)  their limited pass-along readership.
B)  a lack of reader interest and involvement.
C)  the presence of extensive clutter.
D)  a lack of geographic selectivity.
E)  poor reproduction quality.F) A) and C)
G) B) and E)

Question 4

Which of the following statements is true about clutter in magazine advertising?

Accepted Answer

A)  Clutter makes it easy for an advertiser to gain readers' attention and draw them into an ad.
B)  Most magazines devote less than 30 percent of their pages to advertising and clutter is typically controlled.
C)  The clutter problem for a magazine increases with more ad pages adding to its success.
D)  Most magazines are not concerned about the clutter problem since there is usually no other way for advertisers to reach the market they serve.
E)  Magazine publishers do not attempt to control the clutter problem by maintaining a reasonable balance of editorial pages to advertising.F) B) and C)
G) A) and E)

Question 5

Farm publications are not classified with business publications because:

Accepted Answer

A)  historically farms were not perceived as businesses.
B)  adding farm magazines to business magazines would make the category too large.
C)  farm magazines are a hybrid of consumer and business magazines.
D)  farming is considered as a community service occupation.
E)  businesses do not have agricultural interests.F) B) and E)
G) B) and D)

Question 6

Critics argue that printaculars:

Accepted Answer

A)  limit the creative flexibility of print media in terms of placement of advertising material.
B)  alter the appearance and feel of a magazine and a reader's relationship to it.
C)  are not used enough to be considered a separate advertising category.
D)  result in horizontal promotional conflict among advertisers.
E)  hinder the evaluation of the overall benefits of an advertising media.F) A) and C)
G) C) and E)

Question 7

The second cover of MagAuto opens up into a third page, which gives it an extra-large spread. In magazine advertising, this third page is referred to as a(n) :

Accepted Answer

A)  bleed page.
B)  printacular.
C)  gatefold.
D)  page manipulator.
E)  overrun.F) C) and D)
G) All of the above

Question 8

The high ratio of advertising to editorial content in most magazines causes magazines to experience the problem of:

Accepted Answer

A)  clutter.
B)  limited frequency.
C)  longer lead times.
D)  lower selectivity.
E)  low reproduction quality.F) A) and D)
G) A) and C)

Question 9

Newspapers and magazines are often referred to as high-involvement media because:

Accepted Answer

A)  they have a high impact on the overall integrated marketing communication program.
B)  they attract high advertising revenues to support their operations.
C)  they are the primary sources of entertainment apart from news and information.
D)  they require consumers to expend some effort to process the information they provide.
E)  it is easy to monetize online editions of newspapers and magazines.F) B) and E)
G) B) and D)

Question 10

_____ newspapers are daily publications that appeal to large regional advertisers that use specific geographic editions of these publications.

Accepted Answer

A)  Weekly
B)  National
C)  Sunday
D)  Special-audience
E)  BimonthlyF) A) and C)
G) A) and D)

Question 11

Which of the following is true of local display advertising?

Accepted Answer

A)  It is primarily used by supermarkets and departmental stores.
B)  It refers to newspaper display advertising done by marketers of branded products.
C)  It is primarily used by airlines, major retail chains, and automakers.
D)  It is used to market products but not services.
E)  It is not open to financial institutions such as banks and travel agencies.F) B) and C)
G) A) and E)

Question 12

The rates paid by general advertisers are, on average, 75 percent higher than those paid by local advertisers.

Accepted Answer

A) True 
 B)False

Question 13

When a newspaper offers no discounts for quantity or repeated space buys, it is using a(n)  _____ structure.

Accepted Answer

A)  ROP
B)  inch rate
C)  open-rate
D)  flat rate
E)  SAU rateF) C) and D)
G) A) and B)

Question 14

Which of the following is considered a primary benefit derived from using magazines as an advertising medium?

Accepted Answer

A)  Higher reproduction quality
B)  Greater reach
C)  Lower costs
D)  Selective binding
E)  Creative inflexibilityF) B) and D)
G) A) and B)

Question 15

_____ 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.

Accepted Answer

A)  Display advertising
B)  Classified
C)  Preprinted insert
D)  Bleed ads
E)  Special advertisingF) A) and C)
G) C) and D)

Question 16

Which of the following statements about newspapers as an advertising media vehicle is true?

Accepted Answer

A)  Newspapers are the primary advertising medium in terms of ad revenue but not in terms of number of advertisers.
B)  Newspapers are primarily a local advertising medium for retail businesses but are also used by large national advertisers.
C)  A primary feature of newspapers is that they can survive without any advertising revenue.
D)  Consumers view newspapers as their primary source of entertainment.
E)  The popularity of newspapers as an important media vehicle to advertisers has drastically declined because of the competition from the broadcast media.F) All of the above
G) C) and E)

Question 17

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

Accepted Answer

A)  broadcast televisions.
B)  radios.
C)  magazines.
D)  newspapers.
E)  direct mails.F) None of the above
G) C) and E)

Question 18

Media buyers primarily evaluate magazines on the basis of:

Accepted Answer

A)  the ability to offer specialized services such as selective binding, ink-jet imaging, and split runs.
B)  the size and space of the bleed pages.
C)  their ability to deliver the advertiser's message to as many people as possible in the target audience.
D)  their ability to provide or create a psychographic segregation.
E)  the pass-along readership offered.F) A) and B)
G) B) and D)

Question 19

A company that manufactures paintball equipment might prefer to advertise in specialized publications rather than newspapers due to:

Accepted Answer

A)  the wider reach of specialized publications.
B)  the greater audience selectivity of specialized publications.
C)  fewer ads and less clutter in specialized publications.
D)  the higher degree of pass-along readership.
E)  the greater creative flexibility available in specialized magazines.F) B) and D)
G) B) and C)

Question 20

More companies buy advertising _____ than in any other medium.

Accepted Answer

A)  in newspapers
B)  in magazines
C)  on cable television
D)  on radio
E)  on network televisionF) A) and E)
G) B) and E)

Exam 12: Evaluation of Media: Magazines and Newspapers

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

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Farm publications are not classified with business publications because:

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The rates paid by general advertisers are, on average, 75 percent higher than those paid by local advertisers.

Correct AnswerverifiedShow Answer

Which of the following is true of local display advertising?

Correct AnswerverifiedShow Answer

The total audience, or readership, of a magazine can be calculated by:

Correct AnswerverifiedShow Answer

_____ 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.

Correct AnswerverifiedShow Answer

_____ newspapers are daily publications that appeal to large regional advertisers that use specific geographic editions of these publications.

Correct AnswerverifiedShow Answer

The high ratio of advertising to editorial content in most magazines causes magazines to experience the problem of:

Correct AnswerverifiedShow Answer

Newspapers and magazines are often referred to as high-involvement media because:

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Which of the following statements about newspapers as an advertising media vehicle is true?

Correct AnswerverifiedShow Answer

Consumers are generally receptive to advertising in magazines because:

Correct AnswerverifiedShow Answer

Media buyers primarily evaluate magazines on the basis of:

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More companies buy advertising _____ than in any other medium.

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Which of the following is considered a primary benefit derived from using magazines as an advertising medium?

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The coarse paper stock used in printing most newspapers leads to:

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Which of the following statements is true about clutter in magazine advertising?

Correct AnswerverifiedShow Answer

A company that manufactures paintball equipment might prefer to advertise in specialized publications rather than newspapers due to:

Correct AnswerverifiedShow Answer

The second cover of MagAuto opens up into a third page, which gives it an extra-large spread. In magazine advertising, this third page is referred to as a(n) :

Correct AnswerverifiedShow Answer

When a newspaper offers no discounts for quantity or repeated space buys, it is using a(n) _____ structure.

Correct AnswerverifiedShow Answer

Critics argue that printaculars:

Correct AnswerverifiedShow Answer

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