Deck 12: Print Media

Question 1

Which of the following about advertising in foreign publications is NOT true?

A) Foreign publications can accept up to 18% of their advertising space from Canadian advertisers for magazines sold in Canada.
B) About 90% of foreign publications sold in Canada are U.S. based.
C) Foreign publications can accept a greater amount of Canadian advertising if the majority of editorial content is Canadian.
D) Canadian businesses are not allowed to advertise in foreign magazines sold in Canada.

Answer 1

D

Question 2

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

A) Drug Store News
B) Architectural Digest
C) Restaurant News
D) Canadian Business

Answer 2

D

Question 3

Healthy Pet and PhotoLife are examples of:

A) trade publications
B) general interest consumer magazines
C) special interest consumer magazines
D) special interest business magazines

Answer 3

C

Question 4

Because they generally require some attention and effort on the part of the consumer to process the information they provide, high-involvement media.
Are often referred to as

A) radio and television
B) newspapers and magazines
C) newspapers and television
D) magazines and radio

Question 5

Which of the following statements about the role of magazines is true?

A) Magazines generate most of their total revenue from advertising.
B) Business magazines generate most of their revenue from subscriptions and single copy sales and are not really dependent on advertising.
C) Individual magazines reach a very selective audience and are very valuable for reaching specific types of consumers or market segments.
D) The advantages and disadvantages associated with the use of magazines as an advertising media vehicle are the same.

Question 6

A magazine's is one of the primary considerations for an advertiser selecting a particular magazine for advertising.

A) clutter
B) price at the newsstand
C) lead time
D) circulation

Question 7

Floral Management is a publication aimed at providing information to retail florists so they manage their stores more efficiently and more profitably. It is an example of a(n) ________ publication.

A) general business
B) professional
C) trade
D) industrial

Question 8

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

A) National Geographic
B) Men's Health
C) O, The Oprah Magazine
D) Martha Stewart Living

Question 9

New Balance's marketing research has shown that there are a large number of serious runners living in the western region of Canada. These individuals would be willing to pay over $100 for a pair of running shoes. To reach this market the best media option would probably be:

A) regional editions of general interest magazines such as Time or Maclean's
B) regional editions of specialty magazines such as Runner's World
C) the sports section of national newspapers such as The Globe & Mail
D) regional editions of general sports magazines such as Sports Illustrated

Question 10

Process Equipment and Control News is an example of a(n) publication.

A) trade
B) professional
C) general business
D) industrial

Question 11

A magazine can be categorized by each of the following EXCEPT:

A) its geographic coverage
B) the fact that it is a monthly publication
C) the fact that it is only available by subscription
D) the advertisers who place ads in the publication

Question 12

According to Canadian Advertising Rates and Data, magazines can be classified as ________ publications.

A) general, ethnic, specialized, and niche
B) regional, ethnic, national, and international
C) consumer, ethnic, farm, and business
D) agrarian, ethnic, industrial, and specialized

Question 13

In terms of ethnic publications in Canada, in which language are the majority written?

A) Chinese
B) English
C) Arabic
D) French

Question 14

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

A) Maclean's
B) Chatelaine
C) Canadian Grocer
D) Maxim

Question 15

The U.S. magazine with the largest paid circulation in Canada is:

A) O, The Oprah Magazine
B) Readers Digest
C) Prevention
D) National Geographic

Question 16

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

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

Question 17

Why are farm publications not classified with business publications?

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

Question 18

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

A) general interest farm publication; specialized farm publication
B) general interest business magazine; general interest farm publication
C) general interest farm publication; special interest consumer magazine
D) specialized farm publication; trade magazine

Question 19

Why do advertising rates in ethnic magazines tend to be lower than in general interest publications?

A) National advertisers do not tend to market to ethnic minorities.
B) The majority of them are written in English.
C) They tend to have low or unauthenticated circulation figures.
D) There tend to be only four to seven publications in some of the non-dominant languages.

Question 20

are the most specialized of all advertising media.

A) TV
B) Newspapers
C) Magazines
D) Radio

Question 21

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

A) Advertisers generally attach greater value to primary in-home readers.
B) Pass-along readers generally spend more time with a magazine and pick it up more often than do primary readers.
C) Pass-along readers should be totally discounted in evaluating magazine readership.
D) Advertisers generally attach greater value to pass-along readers.

Question 22

The fact that most magazines are published for special-interest groups gives them a high degree of:

A) selectivity
B) permanence
C) reach
D) flexibility

Question 23

One of the primary advantages of using magazines as an advertising medium is their:

A) low absolute costs
B) low clutter level
C) limited reach and frequency
D) selectivity

Question 24

A magazine with a circulation of 2.5 million and 3 readers per copy would have a total audience or readership of million.

A) 4.5
B) 5.5
C) 7.5
D) 2.5

Question 25

Zoomer, a magazine targeted to adults over 40, offers advertisers selectivity.

A) demographic
B) behavioural
C) geographic
D) lifestyle

Question 26

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.

A) Guaranteed readership
B) Primary readership
C) Pass-along readership
D) Total readership

Question 27

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

A) Credibility
B) Flexibility
C) Ad rates
D) Selectivity

Question 28

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

A) Advertisers prefer using black and white because of the greater visual impact it makes.
B) There is no difference in audience recall, awareness, and attention between black and white and colour ads.
C) Research has shown that colour ads are superior to black and white ads in terms of attracting and holding attention.
D) Black and white ads are generally considered superior to colour in terms of recall, awareness, and retention.

Question 29

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

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

Question 30

provides media planners with reliable figures about the size and distribution of a magazine's circulation that helps the planners evaluate its worth as a media vehicle.

A) A circulation verification service
B) Mediamark Research, Inc.
C) The Canadian Circulations Audit Board
D) Standard Rate and Data Service

Question 31

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

A) the ad's position in the magazine
B) the frequency of ad insertions
C) the size of the advertisement
D) the circulation of the publication

Question 32

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

A) the circulation of the magazine
B) special production requirements
C) the size of the advertisement
D) the number of ads in the magazine

Question 33

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:

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

Question 34

Many magazines are sent to and/or provided free to individuals a publisher feels are appropriate members of a target audience for products and services advertised in the publication. This is known as:

A) guaranteed circulation
B) controlled circulation
C) primary circulation
D) free circulation

Question 35

Advertisers who want to achieve geographic selectivity in their magazine media schedule can do so by advertising in:

A) international editions of magazines only
B) magazines like Toronto Life and Vancouver Magazine
C) trade publications
D) special-interest farm publications

Question 36

Advertisers may be skeptical about placing ads in magazines sold at less than full value for each of the following reasons EXCEPT:

A) If a magazine is not audited, there is less data for measuring the success of the message.
B) The editorial content in controlled circulation magazines is less targeted than in other consumer publications.
C) Advertising rates may not be lower even though the price of the magazine is discounted.
D) Subscribers who pay for a magazine are more likely to read it than are those who get it at a discount or free.

Question 37

Most major publications are audited by _.

A) Business Publications Audit
B) Audit Bureau of Circulations
C) Alliance for Audited Media
D) Standard Rate and Data Service

Question 38

Magazines such as Martha Stewart Living, O The Oprah Magazine, and Men's Journal are succeeding because:

A) the publications have large editorial staffs
B) the magazines appeal to the conspicuous consumption lifestyle of today's consumers
C) the magazines have editorial platforms that appeal to the interests, lifestyles, and demographics of the consumer
D) the magazines have very large circulation bases

Question 39

Information on the characteristics of magazine audiences in Canada is primarily provided by:

A) Magazines Canada
B) A.C. Nielsen
C) SRDS's Business Publication Advertising Source
D) the magazines themselves

Question 40

Selectivity, reproduction quality, creative flexibility, and prestige are all potential advantages of which advertising medium?

A) Place-based media
B) Billboards
C) Local radio
D) Magazines

Question 41

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

A) Long lead time
B) Poor reproduction quality
C) Lack of demographic selectivity
D) Low publication prestige

Question 42

"Used a coupon," "switched to a different brand," and "discussed an ad with a friend" are all behavioural effects of which strength of magazine advertising?

A) Target audience coverage
B) High involvement processing
C) Clutter
D) Cost efficiency

Question 43

The high ratio of advertising to editorial content in most magazines causes magazines to have a problem with:

A) high costs
B) long lead times
C) clutter
D) loss of publication prestige

Question 44

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

A) must purchase space in a number of different magazines since most publications have thin penetration of households
B) find magazines very effective since individual publications reach a very broad target audience
C) need to advertise repeatedly in the same magazine
D) will find broad reach and frequency an easy goal to accomplish with magazines

Question 45

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

A) Geographic selectivity
B) Permanence
C) Prestige
D) Creative flexibility

Question 46

Which media type does research suggest holds the most audience attention?

A) Browsing a general website
B) Reading a print magazine
C) Browsing a social media site
D) Watching television

Question 47

Gatefolds, bleed pages, inserts, and creative space buys are ways of increasing:

A) the creativity of magazine ads and their ability to attract readers' attention
B) the selectivity of magazines
C) the geographic flexibility of magazines
D) the cost efficiency of magazines

Question 48

After newspapers, ads are likely to be received most favourably by consumers.

A) radio
B) magazine
C) TV
D) billboard

Question 49

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

A) quality
B) clutter
C) colour
D) creativity

Question 50

Magazine advertisements that extend to the end of the page rather than leaving a margin around the ad are called:

A) gatefolds
B) bleed pages
C) overruns
D) maximum coverage ads

Question 51

A company hired a celebrity to be a spokesperson for the company and developed a print advertising campaign featuring the celebrity. In the interim, it was discovered that the celebrity was involved in embarrassing behaviour. The company immediately dismissed him as a spokesperson. However, this spokesperson could cause serious embarrassment to the company if the organization had already negotiated with several magazines to run these ads. Which characteristic of magazines would be the major source of the problem?

A) Long lead time
B) Loss of publication prestige
C) Clutter
D) Lack of publication permanence

Question 52

An ad for PEI potatoes is a close-up view of a baked potato covered in sour cream swirls and bacon bits. The swirls extend to the very edge of the page. This ad is an example of a(n):

A) total page ad
B) maximum coverage ad
C) gatefold
D) bleed page

Question 53

Marketers can achieve geographic selectivity in magazine advertising by advertising in:

A) national editions of major magazines that cover the entire country
B) magazines that are edited for and targeted toward particular regions, cities, or areas
C) general-interest business publications
D) magazines that are targeted at people who enjoy gardening

Question 54

The use of a third page that folds out to create an extra large advertising spread in a magazine is called a:

A) gatefold
B) page manipulator
C) premium size ad
D) printacular

Question 55

Elena Tomassi is an avid skier and likes to take a weeklong ski vacation every winter. To help plan her vacation, she keeps all of the past issues of Skiing magazine she has received so she can consult them as she makes her selection of a ski resort. Elena's use of the magazines in this way demonstrates which advantage of magazines as an advertising medium?

A) Permanence
B) Geographic selectivity
C) Services
D) Prestige

Question 56

Which of the following statements about the reach and frequency of consumer magazines is true?

A) While a high percentage of adults in Canada read one or more magazines, the percentage reading any individual publication is quite low.
B) Advertisers seeking broad reach through the use of magazines cannot accomplish this goal by making media buys in a number of different publications.
C) Using multiple ads in the same issue of a magazine is a viable way of increasing the reach of the publication.
D) Popular consumer magazines have broad reach and frequency.

Question 57

Which of the following does NOT contribute to the reproduction quality of magazine advertising?

A) Creativity developed to evoke an emotional response
B) Printing processes that provide excellent reproduction of black and white pictures
C) The high quality of the paper stock used in magazines
D) Prevalent use of colour in magazine ads

Question 58

Consumers purchase content. as much for their advertising as for their editorial

A) pay-for-view movies
B) magazines
C) subscriptions to blogs
D) travel books

Question 59

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

A) Lack of permanence
B) Limited reach and frequency
C) Lack of consumer receptivity to ads
D) Lack of prestige

Question 60

The advertising manager for a fashionable, upscale women's clothing line is concerned over an ad agency recommendation to run ads for the brand in People magazine. She feels the editorial environment of the magazine may not be appropriate to the high fashion and trendy positioning strategy being used for the brand. This reflects concern over what specific aspect of magazine advertising?

A) Media image
B) Reproduction quality
C) Permanence
D) Creative options

Question 61

Which of the following statements does NOT describe community newspapers?

A) National advertisers prefer the geographic focus and lower absolute cost of community newspapers.
B) These papers appeal primarily to local advertisers.
C) They usually ignore content covered by the city-based daily newspaper.
D) These papers focus on primarily on news, sports, and events relevant to the local area.

Question 62

Which of the following does NOT describe preprinted newspaper inserts?

A) They are printed by the advertiser and sent to the newspaper for insertion before delivery.
B) Promotional inserts can be used to provide information and/or drive readers to online sources.
C) They must comply with certain printing specs like size and page numbers for efficient insertion.
D) They can be used in specific circulation zones to reach shoppers in particular trade areas.

Question 63

Which of the following is NOT true about Internet newspapers?

A) Newspapers developed apps so that readers could access their content on new reading and mobile devices.
B) So far, social media has not impacted the reporting of news through Internet newspapers.
C) Readers go to online newspapers seeking content that they can trust.
D) Newspaper publishers are concerned about having to charge for a free online service.

Question 64

Traditionally, newspaper advertising space has been sold by the:

A) cost per thousand (CPM)
B) open rate structure
C) agate line
D) absolute cost method

Question 65

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.

A) Branded
B) Display
C) Classified
D) Supplement

Question 66

One of the core purposes of Newspapers Canada is to:

A) make sure that national advertisers who use newspapers on a limited basis pay higher rates than those who are already regular users
B) publish research information about Canadian daily newspapers
C) make newspaper advertising rates the same for everyone
D) attract more newspaper advertising dollars from national advertisers in specific product categories by facilitating the purchasing process

Question 67

The is a market area composed of a city where the paper is published and contiguous areas similar in character to the city.

A) city zone
B) consolidated market zone
C) retail trading zone
D) MSA

Question 68

Linn's Stamp News is a newspaper written specifically for stamp collectors and published monthly. It does not contain any information that would not be of interest to people who collect stamps. It is an example of a:

A) special-audience newspaper
B) newspaper supplement
C) trade newspaper
D) demographically-oriented newspaper

Question 69

The Globe and Mail publishes Report on Business magazine monthly, and it is included with the newspaper. This magazine is called a:

A) newspaper supplement
B) national newspaper
C) community newspaper
D) special audience newspaper

Question 70

The flipside of magazine selectivity is:

A) scheduling flexibility
B) narrow coverage
C) cost efficiency
D) extensive coverage

Question 71

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

A) Regional
B) Daily
C) Community
D) Special-audience

Question 72

When newspapers offer discounts, they are using a(n) _ structure.

A) favourable
B) open rate
C) illegal
D) unfavourable

Question 73

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

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

Question 74

An advertiser can obtain a specific position on a newspaper page by paying a rate.

A) run of paper
B) frequent advertiser
C) custom placement
D) preferred position

Question 75

Clutter is viewed as less of a problem for magazines than radio or television because:

A) exposure to magazine ads is easier to control as the consumer can simply turn a page if uninterested in an ad
B) consumers tend to be less receptive to print advertising than they are to broadcast advertising
C) print ads are always more creative and interesting than television ads
D) consumers have been trained to expect more ad messages than they can decode

Question 76

The vast majority of newspapers are:

A) special-audience newspapers
B) national business newspapers
C) daily publications serving a local community
D) weekly community newspapers

Question 77

The is a market outside of a city whose residents regularly do business within the city.

A) retail trading zone
B) MSA
C) designated market area
D) city zone

Question 78

Which of the following would be an example of special-audience newspaper?

A) The newspaper published by a college
B) The Calgary Herald
C) The Sunday Sun
D) The Halifax Herald

Question 79

The Globe & Mail and The National Post are examples of newspapers.

A) weekly
B) regional
C) national
D) weekday

Question 80

Simone rides the subway to work every day. In the morning, she picks up a copy of Metro for free at the subway station. Metro is an example of:

A) a supplement to a full daily newspaper
B) a free daily newspaper
C) an advertising-free news magazine
D) a special-audience newspaper