Deck 12: Print Media

Question 1

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

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

Answer 1

C

Question 2

The _____ study not only asks questions about reading-related questions but also demographic,lifestyle,and product usage questions amongst others.

A) PMB
B) CCAB
C) AAM
D) BPA

Answer 2

A

Question 3

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

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

Answer 3

D

Question 4

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

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

Question 5

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

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

Question 6

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

Question 7

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

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

Question 8

Healthy Pet and PhotoLife are examples of:

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

Question 9

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

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

Question 10

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

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

Question 11

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

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

Question 12

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

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

Question 13

_______ are the most specialized of all advertising media.

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

Question 14

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) trade
C) professional
D) industrial

Question 15

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

Question 16

Only publications with ___ percent or more paid circulation are eligible for verification audits.

A) 35
B) 50
C) 70
D) 100

Question 17

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

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

Question 18

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

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.

Question 19

What is the most prevalent advertising product category in consumer magazines?

A) Business & consumer services
B) Retail stores
C) Toiletries & toilet goods
D) Automotive

Question 20

Why are farm publications not classified with business publications?

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.

Question 21

Most major publications are audited by ______.

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

Question 22

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

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

Question 23

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

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

Question 24

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

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 publication

Question 25

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

Question 26

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

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

Question 27

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

Question 28

The primary research method of the PMB is:

A) in-home interviews
B) on-line surveys
C) telephone surveys
D) focus-groups

Question 29

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

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

Question 30

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

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.

Question 31

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

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

Question 32

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

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

Question 33

Canadian Living and Chatelaine are magazines that offer advertisers _____ selectivity.

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

Question 34

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

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

Question 35

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

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

Question 36

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) 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.

Question 37

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

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

Question 38

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

A)Print Measurement Bureau (PMB)
B)A.C.Neilson
C)the magazines themselves
D)SRDS's Business Publication Advertising Source

Question 39

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 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 publications

Question 40

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

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

Question 41

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

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

Question 42

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

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

Question 43

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) Creative flexibility
C) Prestige
D) Permanence

Question 44

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) Lack of publication permanence
C) Loss of publication prestige
D) Clutter

Question 45

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

Question 46

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

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

Question 47

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

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.

Question 48

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) maximum coverage ads
D) overruns

Question 49

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

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

Question 50

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) Permanence
B) Creative options
C) Prestige
D) Reproduction quality

Question 51

_____ ads are likely to be received favourably by consumers.

A) Radio
B) TV
C) Billboard
D) Magazine

Question 52

The flipside of magazine selectivity is:

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

Question 53

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

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

Question 54

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

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

Question 55

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

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

Question 56

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

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

Question 57

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

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

Question 58

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

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

Question 59

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

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

Question 60

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

Question 61

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

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

Question 62

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

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

Question 63

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

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

Question 64

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

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

Question 65

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

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

Question 66

When the advertiser allows its ad to be placed on any page or position the publisher desires,it will be quoted a(n)_____ rate.

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

Question 67

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

Question 68

The primary research method of the NADbank is:

A) in-home interviews
B) on-line surveys
C) telephone interviews
D) focus-groups

Question 69

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

A) High degree of market coverage
B) High level reader involvement
C) High geographic flexibility
D) High reproduction quality

Question 70

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) MSA
C) consolidated market zone
D) retail trading zone

Question 71

_____ will find newspapers very inefficient because of the wasted circulation.

A) Fishing rod manufacturers
B) Supermarkets
C) Home electronics retailers
D) Hotels

Question 72

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

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

Question 73

The purpose of NADbank is to:

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

Question 74

Because of the medium's ability to turn information around quickly and deliver a detailed message,many companies who provide critical services to consumers often choose to advertise in _____ to respond to natural disasters such as earthquakes or hurricanes.

A) television
B) radio
C) newspapers
D) direct mail

Question 75

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

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

Question 76

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

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

Question 77

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

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

Question 78

Traditionally,newspaper advertising space has been sold by the:

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

Question 79

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) They can be used in specific circulation zones to reach shoppers in particular trade areas.
C) They must comply with certain printing specs like size and page numbers for efficient insertion.
D) Promotional inserts can be used to provide information and/or drive readers to online sources.

Question 80

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