Deck 8: Media Basics and Print Media

Question 1

________ involves implementing strategic decisions outlined in the media plan, such as where to advertise.

A) Media planning
B) Media buying
C) Media strategy
D) Media mixing
E) Media verification

Answer 1

Media planning

Question 2

________ implement the media plan by contracting for specific amounts of time or space.

A) Media planners
B) Media buyers
C) Media strategists
D) Media mixers
E) Media verifiers

Answer 2

Media buyers

Question 3

One of the biggest challenges in developing a media plan is matching the advertiser's target audience with the audience of a particular ________.

A) medium
B) impression
C) household
D) frequency
E) cost

Answer 3

medium

Question 4

________ are people or companies that sell space (in print) and time (in broadcast) for a variety of media.

A) Media salespeople
B) Media reps
C) Media buyers
D) Media brokers
E) Media distributors

Question 5

One characteristic of newspapers is that they can target specific consumer groups through special interest newspapers, special interest sections (i.e., business, sports, lifestyle), and advertising inserts delivered only to particular zip codes or zones. This characteristic is known as ________.

A) market segmentation
B) market zoning
C) market selectivity
D) market focus
E) selective binding

Question 6

Frequency of publication, format and size, and circulation are ________.

A) advantages of newspapers as an advertising medium
B) weaknesses of newspapers as an advertising medium
C) factors by which any medium can be classified
D) factors by which newspapers can be classified
E) factors by which magazines can be classified

Question 7

Newspapers typically are available in which of the following two sizes?

A) broadsheet and tabloid
B) standard and custom
C) daily and weekly
D) display and classified
E) single and double

Question 8

Which size of newspaper consists of five or six columns, each of which is about 2 inches wide and has a length of approximately 14 inches?

A) broadsheet
B) standard
C) tabloid
D) daily
E) weekly

Question 9

The standard size of newspaper, which is usually 8 columns wide and 300 lines deep, or 22 inches deep by 14 inches wide, is known as ________.

A) broadsheet
B) standard
C) tabloid
D) daily
E) weekly

Question 10

Which size of newspaper is considered the standard size?

A) broadsheet
B) standard
C) tabloid
D) daily
E) weekly

Question 11

________ refers to the number of copies a newspaper sells and is the primary way newspapers' reach is measured and compared with the reach of other media.

A) Run-of-paper (ROP)
B) Circulation
C) Impression
D) Gross impression
E) Exposure

Question 12

The pricing for newspaper advertising is sold based on the size of the space used, and the charges are published on ________, which is a list of the charges for advertising space and the discounts given to local advertisers and to advertisers who make volume buys.

A) rate cards
B) take-aways
C) give-aways
D) media kits
E) sales kits

Question 13

What form of newspaper advertising is by individuals to sell their personal goods and advertising by local business?

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

Question 14

What type of newspaper advertising can carry both national and local advertising and is usually full-color advertising inserts that appear throughout the week and especially in the Sunday edition of the newspaper?

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

Question 15

Which company provides a syndicated study that annually measures readership profiles for newspapers in approximately 70 of the nation's largest cities, readership of a single issue, and the estimated unduplicated readers for a series of issues?

A) A. C. Nielsen
B) Simmons-Scarborough
C) MediaMark, Inc
D) Auditing Bureau of Circulations (ABC)
E) International Circulation Service

Question 16

Which of the following is NOT considered an advantage of advertising in newspapers?

A) range of market coverage
B) flexibility
C) clutter
D) positive consumer attitudes
E) interaction of national and local

Question 17

Which of the following is NOT considered a disadvantage of advertising in newspapers?

A) negative consumer attitudes
B) short life span
C) clutter
D) limited coverage of certain groups
E) poor reproduction

Question 18

Which of the following is NOT a main type of audience that magazines target?

A) consumer
B) business
C) farm
D) newspaper
E) industrial

Question 19

Which of the following is NOT a way to classify magazines?

A) audience focus
B) demographics
C) geography
D) editorial content
E) price

Question 20

Which of the following is NOT considered a nontraditional delivery method for magazines?

A) hanging bagged copies on doorknobs
B) inserting magazines in newspapers
C) split run editions
D) delivering through professionals, such as doctors' and dentists' offices
E) electronic delivery

Question 21

What two factors must advertisers consider when deciding in which magazines to place ads?

A) size and format
B) frequency of publication and size
C) frequency of publication and format
D) format and technology
E) size and technology

Question 22

Which of the following companies does NOT provide useful information to advertisers regarding magazines?

A) Starch
B) Gallup
C) Simmons Market Research Bureau (SMRB)
D) Auditing Bureau of Circulations (ABC)
E) FED

Question 23

Which of the following is NOT an advantage of outdoor advertising?

A) serves as a brand reminder
B) short viewing time
C) directional medium
D) inexpensive
E) very few words possible

Question 24

Which directory lists all local and regional businesses that have a telephone number as well as display advertising that is purchased by businesses?

A) Standard Pages
B) Yellow Pages
C) Directory Pages
D) Local Pages
E) Listing Pages

Question 25

Which of the following is a limitation of directory advertising?

A) directional
B) inexpensive
C) low production quality
D) good ROI
E) flexible in size, color, format

Question 26

A media mix is the way various types of media are strategically combined in an advertising plan.

Question 27

Media-buying services are independent companies that specialize in doing media research, planning, and buying.

Question 28

Newspapers can be classified by three factors: frequency of publication, format and size, and circulation.

Question 29

Just over half of all newspapers use the broadsheet size.

Question 30

Newspapers obtain objective measures of newspaper circulation and readership by subscribing to the Auditing Bureau of Circulations (ABC) and/or MediaMark readership studies.

Question 31

A disadvantage of advertising in newspapers is that newspapers have a short life span because the ink rubs off and the paper is of low quality.

Question 32

The emergence of the Internet as a mechanism for delivering a newspaper is threatening to make printed newspapers, and thus the advertising within them, obsolete.

Question 33

The three main types of audiences that magazines target are consumer, business, and farm audiences.

Question 34

Starch is the industry leader in readership measurements, measuring readership for many popular national and regional magazines and issues reports to subscribers twice a year covering readership by demographics, psychographics, and product use.

Question 35

The Internet is proving to be a real threat to the existence of printed magazines.

Question 36

The two sizes of printed posters are 8 sheet and 20 sheet.

Question 37

One advantage of outdoor advertising is that it is a passive medium.

Question 38

Define media mix and media vehicle.

Question 39

Describe how outdoor advertising space is purchased.

Question 40

How did Apple initially announce the new product news about the iPod and iTunes?

A) CEO Steve Jobs announced the new product news and created the initial buzz that started an effective word-of-mouth campaign among music and computer fans.
B) Apple launched a combination of iconic print advertising and posters, creatively presenting the digital player, and its player, as cool.
C) Apple spent $9 million on television advertising.
D) Apple used a combination of TV shows, billboards, and mainstream print magazines to initially launch the iPod.
E) Apple allowed consumers to download 20 free songs with each purchase of an iPod.

Question 41

In which medium did advertisers spend the most in 2003, 2004, and 2005?

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

Question 42

How many different types of advertising are available to advertisers using newspapers as an advertising medium?

A) 10
B) 25
C) 3
D) 150
E) 250

Question 43

The ________is the most important change that has occurred over the last twenty years discussed in Media Explosion in A Matter of Practice.

A) internet
B) newspaper.
C) television
D) magazine
E) billboard

Question 44

Dole, the fresh banana, juice, and canned fruit company, began 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 offers women-targeted articles on health and nutrition. Which magazine classification best describes this magazine?

A) geography
B) editorial content
C) physical characteristics
D) ownership
E) distribution

Question 45

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

A) high-impact medium offering larger-than-life visuals, on a hard-to-ignore structure
B) directional medium
C) lack of flexibility
D) reinforce a creative concept employed in other media
E) least expensive of all major media

Question 46

Media buyers must be aware of how mass media is changing. Which of the following is NOT one of the 5 trends discussed in The Future of Media in Advertising in the Part 3 introduction?

A) convergence
B) interactivity
C) engagement
D) commoditization
E) newspaper selectivity

Question 47

What is the issue discussed in the "Hands-On: Next Month's Magazine Issue: Credibility" case at the end of chapter 8?

A) The issue discussed is the controversy surrounding brand information being integrated into the content of newspaper stories.
B) The issue discussed is the controversy surrounding brand information being integrated into the content of magazine articles.
C) The issue discussed is the controversy of digital billboards being used by outdoor companies without providing adequate measurement of the showings gained by advertisers.
D) The issue discussed is the fact that newspapers hold back the bad or controversial news they should be reporting to the public but withhold because the news concerns one of their major advertisers.
E) The issue discussed is the use of anorexic-looking models in advertising appearing in women's fashion magazines.

Question 48

MINI-CASE
Allison works in the media department of a major advertising agency that has several national advertisers as clients. Her responsibilities include identifying specific media vehicles, such as TV programs, newspapers, magazines, or radio programs and stations for their clients' advertising, negotiating the costs to advertise in them, and handling the details of billing and payment. Although one of their major clients advertises primarily in magazines, the media plan calls for the use of newspaper advertising as well.

-Refer to Mini-Case. What is Allison's job function?

A) media planning
B) rate negotiator
C) media buyer
D) account planner
E) account buyer

Question 49

MINI-CASE
Allison works in the media department of a major advertising agency that has several national advertisers as clients. Her responsibilities include identifying specific media vehicles, such as TV programs, newspapers, magazines, or radio programs and stations for their clients' advertising, negotiating the costs to advertise in them, and handling the details of billing and payment. Although one of their major clients advertises primarily in magazines, the media plan calls for the use of newspaper advertising as well.

-Refer to Mini-Case. The media plan calls for placing ads in all the major newspapers in the southeastern United States. Because newspaper is primarily a local medium, Allison seeks the services of a professional to assist her in placing the buy with one order. What are the people or companies that sell space (in print) and time (in broadcast) for a variety of media known as?

A) media salespeople
B) customer service reps
C) media reps
D) media-buying services
E) media consolidators

Question 50

MINI-CASE
Allison works in the media department of a major advertising agency that has several national advertisers as clients. Her responsibilities include identifying specific media vehicles, such as TV programs, newspapers, magazines, or radio programs and stations for their clients' advertising, negotiating the costs to advertise in them, and handling the details of billing and payment. Although one of their major clients advertises primarily in magazines, the media plan calls for the use of newspaper advertising as well.

-Refer to Mini-Case. If the advertiser doesn't care where its ads run in the newspaper, what rate will Allison request for her client?

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

Question 51

MINI-CASE
Allison works in the media department of a major advertising agency that has several national advertisers as clients. Her responsibilities include identifying specific media vehicles, such as TV programs, newspapers, magazines, or radio programs and stations for their clients' advertising, negotiating the costs to advertise in them, and handling the details of billing and payment. Although one of their major clients advertises primarily in magazines, the media plan calls for the use of newspaper advertising as well.

-Refer to Mini-Case. 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 52

MINI-CASE
Allison works in the media department of a major advertising agency that has several national advertisers as clients. Her responsibilities include identifying specific media vehicles, such as TV programs, newspapers, magazines, or radio programs and stations for their clients' advertising, negotiating the costs to advertise in them, and handling the details of billing and payment. Although one of their major clients advertises primarily in magazines, the media plan calls for the use of newspaper advertising as well.

-Refer to Mini-Case. Allison learns that one magazine that she is considering for her client 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) segmented distribution
D) ink-jet imaging
E) satellite transmission

Question 53

Describe the media strategy used by Apple when launching the iPod.

Question 54

Rank the following media from most to least ad spending in 2003: outdoor, television, directories, magazines, newspapers, radio, and Internet.

Question 55

Explain what is meant by the term media vehicle, and give an example for each major advertising medium.

Question 56

Claire is training to become a media buyer at an advertising agency. Describe what she should know regarding daily and weekly newspapers and national advertisers' use of each.

Question 57

How has the information and communication technology contributed to the Media Explosion in A Matter of Practice?

Question 58

Media buyers must be aware of how mass media is changing. What are the 5 trends discussed in The Future of Media in Advertising in the Part 3 introduction?

Question 59

The "Hands On" case at the end of the chapter discusses the boundary between editorial content and advertising in magazines. Discuss both sides of this issue.

Question 60

MINI-CASE
Haley and Lauren, who recently graduated with MBAs, are opening a new shoe boutique, called The Pampered Soul, in Hattiesburg, Mississippi, which is classified as a Metropolitan Statistical Area (MSA) with more than 100,000 people, and it's also home of The University of Southern Mississippi. They will offer national brands of shoes that are not available in the department stores in the mall, and their primary target market will be women ages 18 to 35. They've rented a location on the main street in front of the USM campus. The owners realize that most of their business will come from a five-mile radius and want to limit their advertising to those potential customers. They have a modest budget for advertising, so they want to get as much out of it as they can.
-Refer to Mini-Case. Haley and Lauren are thinking about advertising in the local newspaper, the Hattiesburg American, but they don't have a basic understanding of advertising in newspapers. Provide a brief overview of the types of advertising in newspapers, noting which would be most appropriate for them, and how they can learn of the prices for advertising space.

Question 61

MINI-CASE
Haley and Lauren, who recently graduated with MBAs, are opening a new shoe boutique, called The Pampered Soul, in Hattiesburg, Mississippi, which is classified as a Metropolitan Statistical Area (MSA) with more than 100,000 people, and it's also home of The University of Southern Mississippi. They will offer national brands of shoes that are not available in the department stores in the mall, and their primary target market will be women ages 18 to 35. They've rented a location on the main street in front of the USM campus. The owners realize that most of their business will come from a five-mile radius and want to limit their advertising to those potential customers. They have a modest budget for advertising, so they want to get as much out of it as they can.
-Refer to Mini-Case. Haley and Lauren recall learning something in their marketing class about an arrangement between manufacturers of national brands and local businesses with respect to advertising. Name and describe this arrangement.

Question 62

MINI-CASE
Haley and Lauren, who recently graduated with MBAs, are opening a new shoe boutique, called The Pampered Soul, in Hattiesburg, Mississippi, which is classified as a Metropolitan Statistical Area (MSA) with more than 100,000 people, and it's also home of The University of Southern Mississippi. They will offer national brands of shoes that are not available in the department stores in the mall, and their primary target market will be women ages 18 to 35. They've rented a location on the main street in front of the USM campus. The owners realize that most of their business will come from a five-mile radius and want to limit their advertising to those potential customers. They have a modest budget for advertising, so they want to get as much out of it as they can.
-Refer to Mini-Case. Haley and Lauren want to hold a special event for the USM college women in an attempt to get them into their store. Would advertising in the local newspaper be a good advertising medium to make them aware of the special event? Why or why not?

Question 63

MINI-CASE
Haley and Lauren, who recently graduated with MBAs, are opening a new shoe boutique, called The Pampered Soul, in Hattiesburg, Mississippi, which is classified as a Metropolitan Statistical Area (MSA) with more than 100,000 people, and it's also home of The University of Southern Mississippi. They will offer national brands of shoes that are not available in the department stores in the mall, and their primary target market will be women ages 18 to 35. They've rented a location on the main street in front of the USM campus. The owners realize that most of their business will come from a five-mile radius and want to limit their advertising to those potential customers. They have a modest budget for advertising, so they want to get as much out of it as they can.
-Refer to Mini-Case. Discuss some out-of-home advertising vehicles that might be appropriate for this business.

Question 64

MINI-CASE
Haley and Lauren, who recently graduated with MBAs, are opening a new shoe boutique, called The Pampered Soul, in Hattiesburg, Mississippi, which is classified as a Metropolitan Statistical Area (MSA) with more than 100,000 people, and it's also home of The University of Southern Mississippi. They will offer national brands of shoes that are not available in the department stores in the mall, and their primary target market will be women ages 18 to 35. They've rented a location on the main street in front of the USM campus. The owners realize that most of their business will come from a five-mile radius and want to limit their advertising to those potential customers. They have a modest budget for advertising, so they want to get as much out of it as they can.
-Refer to Mini-Case. Finally, Haley and Lauren want to make sure that customers know how to find their business. Which medium is most appropriate for providing consumers information on where to purchase the shoes they are looking for?