Deck 10: Using Newspapers

Question 1

The biggest challenge for any newspaper that aspires to national circulation is:

A)having a vision.
B)creating local content.
C)finding a profitable advertising niche.
D)committed management.
E)cooperative distributors.

Answer 1

C

Question 2

Which of the following is one of the major findings from market research conducted for newspapers?

A)Although advertisers think newspaper are the most economical means to reach a mass audience, especially on the local level, they are replacing it with direct mail and other forms of promotion like product sampling.
B)Advertisers are replacing newspaper ads with direct mail and sampling.
C)Readers would prefer to gain information from a single medium in the interest of time.
D)They maintain their reputation for integrity and prestige as sources of editorial and advertising information.
E)Readers obtain information from a number of media.

Answer 2

C

Question 3

If newspapers are to compete with other media they must do all of the following EXCEPT:

A)refrain from spending money on Web sites.
B)continue to keep editors and reporters free from influence by the marketing department.
C)introduce special sections that appeal to segments of readers who have been difficult to attract.
D)focus on maintaining circulation numbers.
E)aggressively seek national advertising dollars.

Answer 3

A

Question 4

Which medium leads in advertising revenues received from local businesses?

A)newspaper
B)radio
C)TV
D)outdoor
E)direct mail

Question 5

The least likely group to read a newspaper on a regular basis is (are):

A)teens.
B)college graduates.
C)the 18-34 age group.
D)the 35-55 age group.
E)the over 55 group.

Question 6

Despite challenges facing daily newspapers, they remain one of the most effective means of reaching:

A)the teen market.
B)numerous ethnic cultures.
C)commercial shoppers.
D)a broad, heterogeneous audience.
E)a narrow, homogeneous audience.

Question 7

Which of the following is a problem for newspapers?

A)low-reader involvement
B)high-reader involvement
C)high ratio of advertising to total content, with less than 30 minutes devoted to reading, which means that few ads are read
D)high credibility among its advertisers but not its readers
E)lack of relevant content for modern readers

Question 8

Areas of concern to newspaper publishers include all of the following EXCEPT:

A)changing technology.
B)declining advertising revenues.
C)declining circulation.
D)a prospective audience that doesn't like to read.
E)increasing government regulations.

Question 9

Which of the following opportunities does NOT contribute to the statement that newspapers offer significant flexibility?

A)coupons
B)four-color color ads
C)space ranges from a full-page to classified size
D)timely insertion schedules
E)advertising content can be increased to 50 percent

Question 10

What nontraditional advertising vehicles are retail chains using that take away from the profits of newspapers?

A)direct mail and inserts
B)local cable cut-ins
C)special commemorative niche books
D)grand opening posters
E)imbedded coupons

Question 11

One reason newspapers are a positive environment for advertisers is their:

A)retention rates.
B)reputation for credibility.
C)focus on diversity.
D)high recall rate.
E)green-friendly recycling policies.

Question 12

The kinds of companies that will likely advertise in a national newspaper include all of the following EXCEPT:

A)department stores.
B)national automotive.
C)telecommunication companies.
D)computer companies.
E)financial services.

Question 13

Of the following, which is a criterion for being recognized as a national newspaper?

A)must have more than 50 percent of its advertising from national advertising
B)has no more than 50 percent of its content devoted to advertising
C)publishes at least weekly
D)has printed copies that are sold, distributed, and available nationwide
E)must not have more than 67 percent circulation in a single area

Question 14

The number of newspapers distributed daily is approximately:

A)67.2 million.
B)10 billion.
C)55.9 billion.
D)73.0 million.
E)48.6 million.

Question 15

The audience newspapers appeal primarily to is:

A)people with low income.
B)people with medium income.
C)women with higher-than-average income and education.
D)adults with higher-than-average income and education.
E)high school graduates in the trades.

Question 16

Overall, newspaper circulation has ________ household and population growth.

A)been well beyond
B)lagged behind
C)kept pace easily with
D)been just a bit ahead of
E)There is no relationship between the two.

Question 17

What contributes to easier measurement of newspaper response rates compared to most other media available to advertisers?

A)timely insertion schedules
B)coupons
C)special sections
D)targeted editions
E)zoned editions

Question 18

Which of the following is NOT a reason given for the decline in newspaper circulation?

A)younger demographic segments that don't like to read
B)increasing numbers of people who never developed the newspaper reading habit
C)increasing concern by people to learn about the world around them
D)other media encroachment on the newspaper's position as the preferred source for news and information
E)lack of time for newspaper reading in single-parent and two-income families

Question 19

Newspaper purists say USA Today lacks:

A)focus.
B)management resources.
C)relevant graphics.
D)depth.
E)vision.

Question 20

The process newspapers use to identify advertisers and readers begins with:

A)setting realizable objectives.
B)fulfilling their stated mission.
C)introducing product sampling.
D)marketing research.
E)subscription reviews.

Question 21

Market research indicates that readers do NOT depend on newspaper to provide information about:

A)things to do.
B)places to go.
C)relevant local, national, and international news.
D)self-help articles.
E)which doctor or dentist to choose.

Question 22

Newspapers have experienced dramatic increases in advertising rates and CPM caused by:

A)rising fixed costs.
B)increased union demands.
C)local government regulations.
D)federal government regulations.
E)deregulation of trucking.

Question 23

A major concern of media buyers in dealing with newspapers is:

A)the ease they have buying national radio spots.
B)the difficulty of making multipaper buys across a number of markets.
C)the ease they have buying magazine placements.
D)the difficulty in setting a standard rate based on pass-along readership.
E)maintaining maximum variability for potential ad sizes.

Question 24

Which of the following is NOT a retailing trend that has the potential to affect newspaper advertising?

A)consolidation of retail outlets and a concentration of nontraditional services
B)promotion of retail store names as brands
C)more emphasis on store-brand and private-label merchandising
D)addition of shopping options to cater to the changing consumer preferences
E)mega-stores separating from their premises various service that were under one roof

Question 25

Which of the following businesses was one of the first to use (and continues to use)zoned preprints?

A)fast food restaurants
B)automotive supply stores
C)grocery stores
D)automotive repair shops
E)insurance companies

Question 26

When national advertisers think of media for national advertising, they typically consider:

A)local TV.
B)local newspapers.
C)local radio.
D)network and cable TV.
E)local cable.

Question 27

In response to direct mail, newspapers started to offer advertisers the opportunity to have their advertising delivered with the paper to specific zip codes. These are:

A)circular inserts.
B)preprinted inserts.
C)zoned ROP inserts.
D)zipped distribution inserts.
E)zoned distribution preprints.

Question 28

Advertising produces what percent of all newspaper revenues?

A)50 percent
B)more than 70 percent
C)about 40 percent
D)25 percent
E)less than 18 percent

Question 29

Which of the following is NOT among choices advertisers have when they consider newspapers?

A)zoned preprints
B)TMC
C)full coverage
D)sweeping
E)zoned distribution preprints

Question 30

This allows national advertisers to purchase space in multiple major U.S. newspapers, preparing one ad that will be accepted by all of them.

A)display advertising
B)the SAU
C)co-op advertising
D)open rate discounts
E)make-up ads

Question 31

The principal marketing tasks for newspapers are:

A)to expand their geographic reach.
B)to deliver the audience and compete for advertisers.
C)to retain national advertisers who have used local papers to a great extent.
D)to act as a conglomerate and buy competing media.
E)to maintain the highest standards of editorial excellence.

Question 32

Online competitors introduced two new concepts that challenged newspaper executives to maintain the foothold their classified advertising sections had. The concepts are:

A)total-market coverage and inserts.
B)aggregation and vertical sites.
C)zoning and blown-ins.
D)co-ops and preferred-position rates.
E)amelioration and suspension.

Question 33

Advertising NOT categorized as classified is called:

A)display.
B)local.
C)open.
D)national.
E)banner.

Question 34

According to the Newspaper Association of American, about what percent of newspaper advertising revenues come from classified advertising?

A)44 percent
B)37 percent
C)30 percent
D)26 percent
E)20 percent

Question 35

Zoned newspapers help to overcome:

A)the high cost of subscriptions.
B)the problem of insert clutter.
C)lack of excitement from mere black-and-white.
D)lack of features for younger audiences.
E)ROP insert advertising.

Question 36

Which of the following is NOT true regarding believability and trustworthiness of advertising sources?

A)Internet ads are as credible as catalogs.
B)Newspaper ads are trusted almost five times more than TV ads are.
C)The least credible source is radio.
D)Magazine ads are twice as believable as radio ads.
E)Newspapers are only half as trustworthy as magazines.

Question 37

When the newspaper strives to develop a team approach where they and the advertisers partner to solve problems rather than operate on a salesperson-to-customer basis, it is labeled:

A)public relations marketing.
B)integrated marketing.
C)relationship marketing.
D)direct marketing.
E)partnership marketing.

Question 38

Which of the following is a way to achieve total market coverage (TMC)?

A)a weekly supplement delivered to nonsubscribers and filled with mostly advertisements
B)monthly delivery of the newspaper at a reduced price to all households
C)publishing an entire daily newspaper on the Web at no charge
D)delivering newspaper-supported direct mail to all subscribers
E)offering free copies of the paper in grocery stores

Question 39

Major issues that newspaper executives must confront regarding preprinted inserts include:

A)the newspaper is more than an advertising delivery system for them.
B)they are more profitable than ROP advertising.
C)shrinking of the news hole.
D)changing the newspaper's character from an advertising to an information medium.
E)expansion of the news hole.

Question 40

Chief among leading local advertisers are:

A)department stores.
B)sports teams.
C)major local manufacturers.
D)national credit card companies.
E)computer manufacturers.

Question 41

Because readers have high regard for the credibility of newspapers, the medium is very attractive to advertisers.

Question 42

Newspaper readership among teens and young adults has not kept pace with population growth.

Question 43

The Asian community papers share this problem with the Hispanic community papers.

A)lack of readership
B)difficulty in maintaining profitability
C)multiple languages and cultures in the general category
D)fewer people who can read a foreign language
E)a backlash from the dominant culture toward other languages

Question 44

Ultimately the success of ethnic papers is largely determined by:

A)the strength of the ethnic community.
B)the relative size of the ethnic community compared to the rest of the metro area.
C)editorial content and political activism.
D)advertising support.
E)international events.

Question 45

While newspapers' portability and convenience have kept it relatively safe from the increased use of Web sites, ________ may remove that protection.

A)radio
B)television Web sites
C)Internet-capable smart mobile devices
D)Millennium Digital Copyright Act
E)Magazine Web sites

Question 46

If newspapers could find a way to include pass-along readers in their circulation figures, those figures would likely more than double.

Question 47

The key to a move toward national newspapers depends largely on how they are defined by advertisers and readers, not how papers define themselves.

Question 48

The co-op advertising system does all of the following EXCEPT:

A)allows national advertisers to provide a minimum amount of funds to local advertisers.
B)allows national advertisers to build goodwill with retailers and distributors.
C)allows national advertisers to exercise some creative control over local advertising.
D)allows national advertisers to save some money.
E)allows national advertisers to capitalize on national rates.

Question 49

Maintaining good circulation numbers should be a top priority for newspapers. One way to do this is by getting newspapers into the hands of younger readers.

Question 50

As difficult as it is in a multicultural society, newspapers must find ways to address the heterogeneous population if they have any hope of maintaining their position as a primary source for news and advertising.

Question 51

Which of the following is NOT characteristic of newspapers directed at the African-American audience?

A)lack the economic vitality of their Hispanic counterparts
B)Their heyday was from the 1930s to 1960s.
C)did not encourage the drive for passage of the Voting Rights Act
D)active in promoting civil rights legislation during the mid- to late 1960s
E)must compete with television and a few selected magazines

Question 52

While some elite newspapers may survive declining readership by marketing the quality of their audience to advertisers, most newspapers must depend on a broadly based audience and high-household penetration.

Question 53

For newspapers, advertising rate cards do all of the following EXCEPT:

A)serve as the starting point for negotiation.
B)help newspapers somewhat avoid the type rate negotiation conducted by other media.
C)offer options that allow newspapers to accommodate advertisers with flexible rates.
D)be created for a number of categories of advertisers.
E)offer frequent advertisers value-added options.

Question 54

Once an enduring newspaper tradition, the Sunday magazine supplement published by most major dailies has been replaced by:

A)Viva.
B)USA Today Weekend and Parade.
C)Our World.
D)Reader's Digest Weekly.
E)Vista.

Question 55

Although the number of newspaper readers is declining, newspapers are strong among college graduates and households with incomes in excess of $100,000.

Question 56

From 1976 till 2008, newspaper circulation dropped about 25 percent.

Question 57

Which of the following does NOT pertain to comics as a special feature of newspapers?

A)reach millions of readers
B)are marketed by networks that can place an advertisement simultaneously in a number of papers
C)difficult to place advertising simultaneously
D)became a major source of readership in the 1920s
E)trace their origin to the late 1800s

Question 58

Newspapers must convince advertisers that they can help them meet the various marketing and advertising objectives.

Question 59

The largest and fastest-growing ethnic newspapers in terms of readers and advertising revenues are targeted at:

A)the African-American community.
B)the Spanish-speaking community.
C)the Japanese community.
D)the Chinese community.
E)the Moslem community.

Question 60

The major categories of weekly newspapers include all of the following EXCEPT:

A)traditional rural weeklies.
B)suburban papers covering events within a portion of a larger metro area.
C)costly shoppers with lots of editorial content.
D)specialty weeklies covering arts, entertainment, or politics.
E)free shoppers with limited editorial content.

Question 61

National supplements have a higher CPM than newspapers and magazines.

Question 62

Classified advertising, despite its annual revenue being in decline, is still the most profitable department of most newspapers.

Question 63

Readership among key ________ has failed to keep pace with population growth.

Question 64

Comics were so significant that in 1895 the then-titans of journalism, Joseph Pulitzer and William Randolph Hearst, waged a war for ownership of the most popular cartoon of the day, "The Yellow Kid."

Question 65

Although the work of the NNN is impressive, it just magnifies the pressing need for an effective and efficient system of national newspaper advertising.

Question 66

Research indicates that people spend about 11 minutes per month on the top 30 newspaper Web sites.

Question 67

Whatever method newspaper executives choose to obtain total market coverage, the purpose is the sameto reach all households in a market whether or not they are newspaper subscribers.

Question 68

The purchase of advertising by local advertisers is much more complicated than it is for national advertisers, who deal with a small set of options and price structures.

Question 69

With fewer retail advertisers, the trend in lower total retail advertising dollars appears to be continuing.

Question 70

Because newspapers dominated the local market for so long, they failed to develop a so-called ________ mentality to which their more aggressive competitors have ascribed.

Question 71

Under ABC rule, to qualify as paid circulation, copies of a newspaper must be sold for 50 percent or more of the standard subscription price.

Question 72

Among the syndicated national Sunday magazine supplements, Parade is distributed by fewer newspapers with larger circulations than the magazine created by USA Today, which is distributed by more newspapers but with a lower total circulation.

Question 73

The success of any vehicles of the ethnic press is largely a function of the revenue they receive from advertising.

Question 74

Ironically, the newspaper industry supports co-op advertising even though it circumvents the national/local rate differential.

Question 75

Media such as television and the Internet attract readers who no longer look to newspapers as their preferred vehicle for news and information. That change has contributed to the trend of declining ________.

Question 76

Combination rates occur when a publisher allows a national advertiser to receive a reduced rate for purchasing space in a morning and evening paper in one location and/or several newspapers around the nation.

Question 77

A short rate is a type of rate that is always lower than open rates.

Question 78

Unlike USA Today and the Wall Street Journal, the Chicago Tribune and the Washington Post are ________ advertising media whose ad space is bought much like spot broadcasts to reach specific high-potential markets as a supplement to other primary media.

Question 79

For fast-food franchises, newspaper preprints are the major vehicle for distribution of their coupons.

Question 80

List and discuss six steps that newspapers should take to compete with other media in the future.