Question 1

The cost of advertising space in magazines is primarily a function of:

Accepted Answer

A)   the size of the advertisement
B)   the ad's position in the magazine
C)   the frequency of ad insertions
D)   the circulation of the publicationE) B) and D)
F) None of the above

Question 2

All of the following may result in additional costs for a magazine advertisement EXCEPT:

Accepted Answer

A)   four-colour illustrations
B)   bleed pages
C)   large volume purchases of advertising space in the same magazine
D)   gatefoldsE) B) and C)
F) A) and D)

Question 3

Which of the following would NOT affect the cost of advertising in a consumer magazine?

Accepted Answer

A)   the size of the advertisement
B)   the number of ads in the magazine
C)   the circulation of the magazine
D)   special production requirementsE) None of the above
F) B) and D)

Question 4

Why are farm publications not classified with business publications?

Accepted Answer

A)   Historically farms have not been perceived as businesses.
B)   The number of farm magazines, if added to the number of business magazines, would make the category too large.
C)   Farm magazines are a hybrid of consumer and business magazines.
D)   Canadian laws require the breakout of farm magazines because subscriptions to these magazines help to determine farm allowances.E) A) and B)
F) A) and C)

Question 5

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

Accepted Answer

A)   Black and white ads are generally considered superior to colour in terms of recall, awareness, and retention.
B)   Advertisers prefer using black and white because of the greater visual impact it makes.
C)   Research has shown that colour ads are superior to black and white ads in terms of attracting and holding attention.
D)   Bleed pages are less expensive than colour pages with margins because less fine-tuning is required with bleed pages.E) B) and C)
F) C) and D)

Question 6

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

Accepted Answer

A)   Clutter is not really a problem at all in magazine advertising.
B)   Most magazines devote less than 30% of their pages to advertising so clutter is not really a problem.
C)   The clutter problem for a magazine increases as they become more successful since they attract more ad pages.
D)   Clutter is a more serious issue for magazines than it is for either television or radio.E) B) and C)
F) A) and D)

Question 7

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

Accepted Answer

A)   Maxim
B)   Maclean's
C)   Chatelaine
D)   Canadian GrocerE) None of the above
F) A) and D)

Question 8

_____ newspapers originate in small towns or suburbs and usually focus on news,sports,and events relevant to a local area or community.

Accepted Answer

A)   Daily
B)   Community
C)   Special-audience
D)   RegionalE) All of the above
F) A) and D)

Question 9

The primary research method of the NADbank is:

Accepted Answer

A)   in-home interviews
B)   on-line surveys
C)   telephone interviews
D)   focus-groupsE) All of the above
F) A) and B)

Question 10

Which of the following is a disadvantage associated with advertising in magazines?

Accepted Answer

A)   Lack of permanence
B)   Lack of prestige
C)   Lack of consumer receptivity to ads
D)   Limited reach and frequencyE) All of the above
F) A) and D)

Question 11

Based on the circulation figures of 2012-13,what is the major U.S.based magazine in Canada?

Accepted Answer

A)   National Geographic
B)   Martha Stewart Living
C)   O, The Oprah Magazine
D)   Men's HealthE) All of the above
F) A) and B)

Question 12

A company that manufactures ski boots might prefer to advertise in specialized publications such as Ski or Skiing rather than general interest magazines and sports magazines such as Sports Illustrated because of:

Accepted Answer

A)   the broader reach of the specialized publications
B)   the greater audience selectivity of the specialized publications
C)   fewer ads and less clutter in the specialized publications
D)   the creative flexibility available in specialized magazines and not available in more general-interest publicationsE) A) and C)
F) B) and D)

Question 13

According to 2012 figures,the age group most likely to have read yesterday's printed newspaper is:

Accepted Answer

A)   25-34
B)   35-49
C)   50-64
D)   65+E) A) and C)
F) A) and B)

Question 14

______ in reaching specific target audiences is available in magazines on the basis of demographics,geographic area,lifestyle and interests.

Accepted Answer

A)   Selectivity
B)   Flexibility
C)   Credibility
D)   Ad ratesE) A) and B)
F) A) and C)

Question 15

Most consumers rely heavily on _____ not only for news,information,and entertainment,but also for the advertising it contains.

Accepted Answer

A)   newspapers
B)   magazines
C)   newsletters
D)   direct mailE) A) and B)
F) A) and C)

Question 16

Magazine publishers attempt to control the _____ problem by maintaining a reasonable balance of editorial pages to advertising.

Accepted Answer

A)   quality
B)   colour
C)   creativity
D)   clutterE) None of the above
F) A) and B)

Question 17

Which of the following statements about newspapers and magazines as advertising media vehicles is TRUE?

Accepted Answer

A)   Newspapers are exclusively a local advertising medium.
B)   Newspapers are primarily a local advertising medium but are also used by national advertisers.
C)   Magazines are primarily a local advertising medium.
D)   Because of the difference in media format, there is no competition between broadcast and print media.E) A) and C)
F) C) and D)

Question 18

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

Accepted Answer

A)   general interest farm publication; specialized farm publication
B)   specialized farm publication; trade magazine
C)   general interest farm publication; special interest consumer magazine
D)   general interest business magazine; general interest farm publicationE) None of the above
F) A) and B)

Question 19

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

Accepted Answer

A)   Advertisers generally attach greater value to primary in-home readers.
B)   Advertisers generally attach greater value to pass-along readers.
C)   Pass-along readers should be totally discounted in evaluating magazine readership.
D)   Pass-along readers generally spend more time with a magazine and pick it up more often than do primary readers.E) None of the above
F) A) and B)

Question 20

Which of the following would Canadian Advertising Rates and Data (CARD) classify as a general business magazine?

Accepted Answer

A)   Canadian Business
B)   Drug Store News
C)   Restaurant News
D)   Architectural DigestE) B) and C)
F) All of the above

Exam 12: Print Media

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

Correct AnswerverifiedShow Answer

Based on the circulation figures of 2012-13,what is the major U.S.based magazine in Canada?

Correct AnswerverifiedShow Answer

The primary research method of the NADbank is:

Correct AnswerverifiedShow Answer

Which of the following statements about newspapers and magazines as advertising media vehicles is TRUE?

Correct AnswerverifiedShow Answer

______ in reaching specific target audiences is available in magazines on the basis of demographics,geographic area,lifestyle and interests.

Correct AnswerverifiedShow Answer

The cost of advertising space in magazines is primarily a function of:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following would NOT affect the cost of advertising in a consumer magazine?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is a disadvantage associated with advertising in magazines?

Correct AnswerverifiedShow Answer

All of the following may result in additional costs for a magazine advertisement EXCEPT:

Correct AnswerverifiedShow Answer

Which of the following would Canadian Advertising Rates and Data (CARD) classify as a general business magazine?

Correct AnswerverifiedShow Answer

Most consumers rely heavily on _____ not only for news,information,and entertainment,but also for the advertising it contains.

Correct AnswerverifiedShow Answer

A company that manufactures ski boots might prefer to advertise in specialized publications such as Ski or Skiing rather than general interest magazines and sports magazines such as Sports Illustrated because of:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

_____ newspapers originate in small towns or suburbs and usually focus on news,sports,and events relevant to a local area or community.

Correct AnswerverifiedShow Answer

According to 2012 figures,the age group most likely to have read yesterday's printed newspaper is:

Correct AnswerverifiedShow Answer

Why are farm publications not classified with business publications?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Magazine publishers attempt to control the _____ problem by maintaining a reasonable balance of editorial pages to advertising.

Correct AnswerverifiedShow Answer

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