Deck 13: Paid Media

Question 1

Normally,the largest unit of ad space that magazines sell is the ________.

A)full-page ad
B)double-page spread
C)gutter spread
D)bleed page
E)nonbleed page

Answer 1

B

Question 2

Which of the following is NOT a type of advertising found within the local newspaper?

A)classified
B)display
C)gatefold
D)supplement
E)free-standing insert

Answer 2

C

Question 3

An arrangement between a national advertiser and a local retailer whereby the retailer buys the ad and then the manufacturer pays for half or a portion is known as ________.

A)joint advertising
B)co-op advertising
C)run-of-paper advertising (ROP)
D)selective advertising
E)subsidized advertising

Answer 3

B

Question 4

A single or double page in a magazine can be broken into a variety of units called ________.

A)gatefolds
B)fractional page space
C)segments
D)standard advertising units
E)cut-outs

Question 5

Which term refers to the white space running between the inside edges of magazine pages?

A)gutter
B)byline
C)cover
D)gatefold
E)spread

Question 6

What form of newspaper advertising is the dominant form,can be any size,and can be placed anywhere in the newspaper EXCEPT the editorial page?

A)classified
B)display
C)supplement
D)gatefold
E)free-standing insert

Question 7

A magazine page without outside margins,in which the color extends to the edge of the page,is called a ________.

A)marginless page
B)gatefold
C)double-spread
D)full page
E)bleed

Question 8

Advertisers who don't care where their ads run in the newspaper pay which rate?

A)co-op rate
B)preferred-position rate
C)run-of-paper (ROP)rate
D)non-preferred rate
E)classified rate

Question 9

Which classification of business magazines presents stories and information about an entire industry?

A)trade papers
B)regional magazines
C)professional magazines
D)vertical publications
E)horizontal publications

Question 10

What form of newspaper advertising is used by individuals who are trying to sell their personal goods?

A)classified
B)display
C)supplements
D)gatefolds
E)co-op

Question 11

Newspapers offer advertisers ________,which allows them to target specific consumer groups.

A)market intermediation
B)market zoning
C)market selectivity
D)direct marketing
E)selective binding

Question 12

Introduced in the early 1980s,the standard advertising unit makes it possible for ________ to offer advertisers a great deal of choice within a standard format.

A)magazines
B)radio
C)television
D)directories
E)newspapers

Question 13

A(n)________ is a special advertising page or section in a magazine that looks like regular editorial pages but is identified by the word "advertising" at the top.

A)gatefold
B)house ad
C)advertorial
D)insert
E)supplement

Question 14

Which of the following is NOT a main type of business magazine?

A)corporate
B)professional
C)farm
D)consumer
E)industrial

Question 15

Newspapers,magazines,brochures,and other printed surfaces are known as ________ media vehicles.

A)broadcast
B)narrowcast
C)print
D)directional
E)interactive

Question 16

A ________ is a list of the charges for newspaper advertising space and the discounts given to local advertisers as well as advertisers who make volume buys.

A)rate card
B)take-away
C)give-away
D)media kit
E)sales kit

Question 17

Nontraditional delivery of magazines is referred to as ________,meaning the magazine is distributed free to specific audiences.

A)uncontrolled circulation
B)nonmeasured circulation
C)traditional circulation
D)discounted circulation
E)controlled circulation

Question 18

Advertising in magazines is generally ________.

A)broadly targeted
B)highly targeted
C)interactive
D)locally targeted
E)direct

Question 19

________ is the primary method for measuring a newspaper's reach.

A)Audience
B)Readership
C)Showings
D)Circulation
E)Market share

Question 20

Which of the following is a magazine-style publication inserted into a newspaper?

A)display advertisement
B)co-op advertisement
C)supplement
D)gatefold
E)circular

Question 21

Which technology allows a magazine to print personalized messages on ads or on inserts?

A)selective binding
B)desktop publishing
C)ink-jet imaging
D)one-order,one-bill
E)satellite transmission

Question 22

A national advertiser would like to advertise more in newspapers,but there is a substantial rate differential between national advertisers purchasing the same ad size as local retailers.On average,the national advertisers must pay more than 60 percent more for the same space.What can a national advertiser do to avoid this rate differential?

A)Use the "one-order,one-bill" ordering system because they've negotiated the rates down to the local rates.
B)Use the "co-op" ordering system because they've negotiated the rates down to the local rates.
C)Advertise only in larger cities because newspapers in those markets do not charge a rate differential.
D)Use co-op advertising in order to buy the ad at the local rate.
E)There's really nothing a national advertiser can do to avoid the higher rate.

Question 23

________ relies on listener support and corporate sponsorship for most of its funding.

A)Satellite radio
B)Cable radio
C)Local radio
D)Web radio
E)Public radio

Question 24

Which of the following is a self-promotion ad used by newspapers and other media,typically set up to help fill a layout after news stories and other ads have been placed?

A)house ad
B)circular
C)directory ad
D)classified ad
E)preprint

Question 25

Nonprofit radio stations that serve a small market with a reach of three to five miles are known as ________.

A)cable radio
B)public radio
C)AM/FM radio
D)low-power FM
E)Web radio

Question 26

________ combines information on subscribers kept in a database with a computer program to produce magazines that include special sections for subscribers based on their demographic profiles.

A)Fractional page space
B)Ink-jet imaging
C)Selective binding
D)Desktop publishing
E)Custom publishing

Question 27

Which is the largest category of radio advertising revenues?

A)network
B)national spot
C)local
D)satellite
E)web

Question 28

________ can deliver the same radio stations,regardless of where the listener is in the continental United States.

A)Satellite radio
B)Cable radio
C)Low-power FM
D)AM/FM radio
E)Public radio

Question 29

Commercials set to music are known as ________.

A)musicals
B)lyricals
C)jingles
D)dual-coded
E)PSAs

Question 30

The bulk of P&G's television advertising is 30-second commercials that air nationwide during several different programs every day of the week.Which type of advertising does this describe?

A)sponsorships
B)participations
C)spot announcements
D)on-network syndications
E)displays

Question 31

The media plan also calls for magazine advertising,and the creative execution will have the color extend to the edge of the page.What type of page will Allison need to purchase?

A)gatefold
B)back cover
C)double-page spread
D)bleed
E)gutterless

Question 32

Dole-the fresh banana,juice,and canned fruit company-has begun testing a glossy magazine,Dole Fresh Choices,in the banana section of a grocery store in Houston and has plans for more widespread distribution.The magazine,targeted toward female customers,offers articles on health and nutrition.What type of magazine is this?

A)trade
B)industrial
C)professional
D)consumer
E)vertical

Question 33

________ provides audio files downloaded or streaming through netcasting or podcasting.

A)Satellite radio
B)Cable radio
C)Low-power FM
D)Web radio
E)Public radio

Question 34

The typical radio programming day is divided into five segments called ________.

A)listener groups
B)drive times
C)coverages
D)ratings
E)dayparts

Question 35

Allison learns that one magazine she is considering for P&G combines information on subscribers kept in a database with a computer program to produce magazines that include special sections for subscribers based on their demographic profiles.What is this known as?

A)selective binding
B)relationship management
C)undifferentiated distribution
D)ink-jet imaging
E)satellite transmission

Question 36

P&G is concerned that some of the controversial programming on television today hurts its brand's image if the company advertises during that type of programming.Allison suggests that P&G should develop its own family-friendly programming,assuming the total financial responsibility for producing the program and providing the accompanying commercials.What form of television advertising would P&G be undertaking?

A)sponsorship
B)participations
C)spot announcements
D)on-network syndication
E)specialty television

Question 37

Which of the following is NOT a type of broadcast radio?

A)public radio
B)satellite radio
C)Web radio
D)AM/FM radio
E)spot radio

Question 38

Which of the following is a freestanding insert?

A)display advertisement
B)classified advertisement
C)circular
D)horizontal publication
E)vertical publication

Question 39

P&G is a major producer of consumer coupons and prefers to deliver them to consumers through newspaper advertising.P&G wants to command more attention than just another ad in the paper,and wants to place different ads in different markets in the Sunday paper.Which type of newspaper advertising will meet P&G's needs?

A)classified
B)house
C)preprint
D)co-op
E)preferred

Question 40

Refer to the following passage to answer the questions below.
Allison works in the media department of a large advertising agency.Her biggest client is P&G,a major manufacturer of consumer packaged goods that spends billions on consumer advertising every year.Allison is putting together a media plan for P&G using a variety of media vehicles.
Allison's media plan calls for advertising in national newspapers.If P&G doesn't care where its ads run in the newspaper,what rate will Allison request for her client?

A)run-of-paper (ROP)rate
B)display ad
C)supplement rate
D)classified rate
E)differential rate

Question 41

In which type of radio advertising does an advertiser place an advertisement with an individual station?

A)network
B)spot
C)syndicated
D)AM
E)FM

Question 42

Local television stations that are NOT affiliated with a network are known as ________.

A)disconnects
B)interconnects
C)spot stations
D)syndicated stations
E)independent stations

Question 43

Which of the following is the process by which video programs are sent to computers and other electronic devices,such as smartphones and tablets?

A)addressable television
B)streaming video
C)3-D television
D)interactive television
E)time-shifting

Question 44

Which type of television advertising appears in the breaks between programs,sold by local affiliates to advertisers who want to show their ads locally?

A)participations
B)spot announcements
C)dayparts
D)sponsorships
E)product placements

Question 45

A(n)________ is a group of affiliated stations.

A)radio network
B)national syndicate
C)local network
D)AM network
E)FM network

Question 46

Satellite television is a form of ________ television.

A)syndicated
B)underwritten
C)public
D)subscription
E)sponsorship

Question 47

In which type of network television advertising does a national advertiser pay for available commercial time slots during one or more programs?

A)participations
B)spot announcements
C)dayparts
D)sponsorships
E)product placements

Question 48

Some have predicted that,in the future,television will allow consumers to purchase products they see on a television show.For example,if you like the shirt a contestant is wearing on The Voice,you will be able to click on the shirt to follow a link to a website that allows you to purchase the shirt.When finished,you can continue viewing the program where you left off.What type of television delivery system or program option does this represent?

A)pay-per-view
B)high-definition TV (HDTV)
C)interactive television
D)e-commerce television
E)network cable

Question 49

WTBS-Atlanta,WGN-Chicago,and WWOR-New York are all independent television stations whose programs are carried by satellite to cable operators.These stations are known as ________.

A)cable networks
B)superstations
C)broadcast networks
D)affiliates
E)syndicated networks

Question 50

According to guidelines from the Federal Communications Commission,advertising messages that appear on ________ do not ask for a purchase or make price or quality comparisons.

A)online videos
B)on-demand programming
C)independent stations
D)public television
E)subscription television

Question 51

TiVo's capability to let users record a show and watch whenever they like is known as ________.

A)sweeping
B)zipping
C)time-shifting
D)zapping
E)spotting

Question 52

Internet Protocol television (through a computer,phone,or Roku)creates the opportunity for ________ television.

A)addressable
B)high-definition
C)sponsorship
D)3-D
E)affiliated

Question 53

________ programs can be sold to independent firms and other cable channels to replay as reruns.

A)Syndicated
B)Network
C)Cable
D)Pay-per-view
E)On-demand

Question 54

WDAM is a local television station in Hattiesburg,Mississippi,that airs programming provided from the National Broadcasting Company (NBC).This station has a contractual relationship with NBC in which it agrees to carry programming originating from NBC during a certain part of its schedule.WDAM is allowed to sell a small amount of time during this programming to advertisers wishing to reach the local market,but the station typically pays NBC 30 percent of the fees it charges for this local advertising.However,WDAM receives 15 percent of the advertising revenue paid to NBC by national advertisers.WDAM is known as a network ________.

A)affiliate
B)subscriber
C)agent
D)sponsor
E)superstation

Question 55

Rush Limbaugh,a conservative talk show host,is heard on hundreds of radio stations around the country.Advertisers such as Select Comfort beds advertise on his program because of the high level of loyalty of his audience.Local radio stations purchase the rights to air his program on their stations.National advertisers can purchase advertising time from the program provider or the local station,and local businesses usually purchase advertising during this show from the local station.What type of radio advertising does this represent?

A)network radio advertising
B)spot radio advertising
C)syndicated radio advertising
D)news radio advertising
E)up-front radio advertising

Question 56

An ad that runs on multiple networks at the same time is called a(n)________.

A)participation
B)sponsorship
C)infomercial
D)roadblock
E)spot announcement

Question 57

In which type of network television advertising does the advertiser assume the total financial responsibility for producing the program and providing the accompanying commercials?

A)participations
B)spot announcements
C)dayparts
D)sponsorships
E)product placement

Question 58

Which of the following is NOT a national,over-the-air television network in the United States?

A)Entertainment and Sports Programming Network (ESPN)
B)American Broadcasting Company (ABC)
C)Columbia Broadcasting System (CBS)
D)National Broadcasting Company (NBC)
E)Fox Broadcasting

Question 59

WLSU is the campus radio station at Louisiana State University.It is a nonprofit,noncommercial station that serves a small market (i.e. ,the university community),with a reach of three to five miles.WLSU provides a variety of music and informational programming,and all LSU student,faculty,and staff performances are broadcast on this station.WLSU is an example of which of the following?

A)public radio station
B)cable radio
C)satellite radio
D)low-power FM station
E)web radio

Question 60

What technology allows users to record television programs and even begin watching a program before the recording is finished?

A)interactive TV
B)HDTV
C)DVR
D)3-D TV
E)digital enhancer

Question 61

For advertisers,video games have primarily been a medium to target which of the following groups?

A)females ages 12 to 34
B)males ages 12 to 34
C)females ages 35 to 54
D)males ages 35 to 54
E)adults 55 and older

Question 62

The extra-long,skinny ads running down the right or left side of a website are called ________.

A)skyscrapers
B)borders
C)pop-ups
D)minisites
E)superstitials

Question 63

________ is mounted on the side,rear,or top exteriors of buses,subway cars,or taxis.

A)Interior transit advertising
B)Exterior transit advertising
C)Kiosk advertising
D)Outdoor advertising
E)Mobile advertising

Question 64

________ refers to billboards along streets and highways,as well as posters in other public locations.

A)Outdoor advertising
B)Public advertising
C)Broadcast advertising
D)Transit advertising
E)Miscellaneous advertising

Question 65

Out-of-home advertising is ________ in that it targets people at specific locations.

A)directional
B)direct
C)indirect
D)situational
E)social

Question 66

________ includes advertising on outdoor billboards,buses,posters on walls,telephone booths,shopping kiosks,taxi signs,grocery store carts,blimps,and so forth.

A)Public media
B)Out-of-home media
C)Broadcast media
D)Transit media
E)External media

Question 67

Movie theaters sell time at the beginning of their film showings for commercials called ________.

A)participations
B)captive showings
C)selective showings
D)trailers
E)sponsorships

Question 68

Which of the following is NOT an advantage of digital displays over large roadside billboards?

A)greater flexibility of content
B)more opportunities for scalability
C)increased availability of advertising space
D)lower production costs
E)greater share of voice

Question 69

Which type of internet advertising is considered "the internet's commercial," designed to work like a TV ad?

A)minisite
B)superstitial
C)pop-up
D)banner ad
E)skyscraper

Question 70

The outdoor board on the side of the highway with the message telling drivers that the Holiday Inn Express is at the next exit best illustrates which advantage of outdoor advertising?

A)high-impact medium offering larger-than-life visuals
B)good situational medium
C)flexibility
D)reinforcement of a creative concept employed in other media
E)least expensive of all major media

Question 71

Which type of outdoor advertising can be quickly changed in response to changes in an advertising situation?

A)painted outdoor bulletin
B)painted outdoor poster
C)billboard extension
D)cutout
E)digital display

Question 72

The cost of outdoor advertising is typically based on ________,the number of vehicles passing a particular location during a specified period of time.

A)impressions
B)showings
C)resonance
D)reach
E)frequency

Question 73

Which type of internet advertising allows advertisers to market their products on other branded websites without sending people away from the site they are visiting?

A)minisites
B)off-line advertising
C)blogs
D)click-throughs
E)widgets

Question 74

________ are small ads on other web pages that lure visitors to move to the advertised site.

A)Superstitials
B)Blogs
C)Minisites
D)Banner ads
E)Pop-ups

Question 75

Rain Forest Car Wash wants to start advertising to increase its business.Rain Forest is looking for an advertising medium that will allow the company to advertise frequently yet still be affordable.Rain Forest also wants the capability to change messages to reflect current conditions that affect a car's appearance,such as the high level of pollen that settles on cars from one day to the next.Based on this information,which advertising medium would you recommend for this business?

A)transit
B)magazines
C)television
D)radio
E)outdoor billboards

Question 76

________ is seen by people riding inside buses,subway cars,and some taxis.

A)Interior transit advertising
B)Exterior transit advertising
C)Kiosk advertising
D)Outdoor advertising
E)Mobile advertising

Question 77

Through innovations in interactivity called ________,viewers can participate in online advertising or manipulate online ads by clicking or rolling over parts of the image.

A)search optimization
B)rich media
C)digital displays
D)social networking
E)micro-blogging

Question 78

The New York Times wants to begin an advertising campaign using television to attract more subscribers.The Times wants to reach an affluent,well-educated audience.One goal of its promotion is to not appear to be asking for purchase,merely to make the publication more salient in the minds of the target audience.Based on this information,which of the following delivery systems or programming options would be best for the newspaper?

A)network television
B)public television
C)cable television
D)program syndication
E)interactive television

Question 79

Starbucks is interested in radio advertising and wants to reach consumers at the best time of day to get them to drive into a Starbucks location.Research has shown that 80 percent of consumers drink the majority of coffee before going to work or on their way to work.What daypart would you recommend Starbucks use to reach these consumers?

A)6 to 10 a.m.(morning drive time)
B)10 a.m.to 3 p.m.(daytime)
C)3 to 7 p.m.(evening drive time)
D)7 p.m.to midnight (nighttime)
E)midnight to 6 a.m.(all night)

Question 80

Which type of internet ads burst open on the computer screen in front of the opening page of the website?

A)skyscrapers
B)pop-ups
C)minisites
D)superstitials
E)banner ads