Deck 11: Print Advertising

Question 1

In controlled circulation,the publisher mails the magazine free to individuals who the publisher thinks can influence the purchase of advertised products.

Answer 1

True
Explanation: A controlled circulation is a free publication mailed to a select list of individuals the publisher feels are in a unique position to influence the purchase of advertised products.

Question 2

One of the disadvantages of magazines as an advertising medium is their lack of immediacy.

Answer 2

True
Explanation: Lack of immediacy that advertisers can get with newspapers or radio is disadvantage of magazine (Refer to The Pros and Cons of Magazine Advertising [11-A]).

Question 3

The standard advertising unit (SAU)system standardized the newspaper column width,page sizes,and ad sizes.

Answer 3

True
Explanation: Standard advertising unit (SAU)is a system of standardized newspaper advertisement sizes that can be accepted by all standard-sized newspapers without consideration of their precise format or page size.This system allows advertisers to prepare one advertisement in a particular size or SAU and place it in various newspapers regardless of the format.

Question 4

One of the advantages of using newspapers as the advertising medium of choice is geographic selectivity.

Question 5

Compared to television or radio,print advertising has more permanence.

Question 6

A gatefold occurs when a magazine page is not cut properly and the page inadvertently is not in alignment with other pages.

Question 7

Selecting the most appropriate media mix for a campaign requires understanding the unique characteristics of the various media alternatives and determining which media will most efficiently reach the target audience.

Question 8

Shoppers are sometimes called pennysavers.

Question 9

A short rate is the difference between the controlled rate and the earned rate for the actual inches run.

Question 10

Second and third cover rates typically cost less than the fourth cover.

Question 11

The broadest classifications of magazine content are consumer magazines,farm magazines,and business magazines.

Question 12

An ad for Double-H brand Boots on the back inside cover of "Western Horseman" magazine would be on the second cover.

Question 13

Vertical publications cover a specific industry in all of its aspects.

Question 14

In terms of advertising volume,newspapers are the largest medium.

Question 15

A magazine's ad rates are based on its contents.

Question 16

Regional magazines are simply national publications with a regional focus.

Question 17

In single-newspaper cities,reader demographics usually reflect a cross section of the general population.

Question 18

Newspapers charge premium rates to carry legal public notices.

Question 19

National newspaper rates are on average 75 percent higher than local rates.

Question 20

Newspapers that offer volume discounts have flat rates and contract rates,but no open rates.

Question 21

List six benefits an advertiser can receive by incorporating newspaper media into its creative mix.

Question 22

The preferred position for a newspaper ad is lengthwise across the bottom of the page.

Question 23

What is the difference between a paid circulation and a controlled circulation magazine?

Question 24

Yellow Pages are only useful to local advertisers.

Question 25

A proof copy is the same as a tear sheet.

Question 26

What is a short rate?

Question 27

Magazine advertising may not be for everyone.List six disadvantages of magazine advertising.

Question 28

List six benefits an advertiser can receive by incorporating magazine media into the creative mix used for advertising.

Question 29

On what does a magazine base its distribution?

Question 30

Calculate the cost per thousand (CPM)for "North Georgia Living" magazine if the full-page rate is $750.00 and its circulation is 30,000.

Question 31

Why would an advertiser choose to use a bleed page?

Question 32

List four disadvantages that an advertiser might encounter if newspapers are chosen for to run the advertiser's advertising messages.

Question 33

How is advertising in directories similar to other print advertising? In what major way does directory advertising differ from other types of print advertising?

Question 34

Explain the difference between a vertical publication and a horizontal publication.

Question 35

An ad for Ariat brand boots covers the entire page and features a portion of a galloping horse stretched from the inside edge to the outside edge of the page.What type of ad is Ariat using?

Question 36

The ad for Cole-Haan sandals is in the middle of the magazine page and is surrounded on all sides by an interview with author Jeffrey Deaver.The ad occupies about 40 percent of the page.What is the name given to this type of special advertising? What would it be called if the ad was enlarged to cover 75 percent of the same page?

Question 37

One disadvantage of print advertising is that since it offers limited opportunities for brands to engage consumers in niche environments,there is brand wastage.

Question 38

List the three dates that affect the purchase of magazine advertising.Define each.

Question 39

In Yellow Pages ads,the ad should tell people why to make the purchase,not how.

Question 40

Define a magazine's primary circulation.

Question 41

Why would an advertiser be willing to pay a 15 percent premium price for an ad that bleeds off the page?

A)The ability to use red,the most popular color in the United States.
B)A volume discount if the ad is reused in later publications.
C)A guaranteed better quality reproduction.
D)Greater flexibility in expressing the advertising idea.
E)It offers a slightly smaller printing area.

Question 42

Which of the following statements helps to explain the popularity of magazines as an advertising medium?

A)Magazines support a high frequency strategy.
B)Magazines are the most effective and least expensive of all media for reaching a mass market.
C)Magazines offer flexibility in both readership and advertising.
D)Magazines have a short lead time when compared with other media.
E)Magazines have a high CPM.

Question 43

Which of the following are two types of ads placed in the middle of magazine pages and surrounded by editorial matter?

A)Island halves and gatefolds
B)Gatefolds and inserts
C)Quarter-page units and half-page units
D)Junior units and island halves
E)Junior units and inserts

Question 44

An advertiser that wants to add weight and drama to its advertising message can have the ad printed on high-quality paper stock and placed in the magazine for a premium price.This is called:

A)island halves.
B)an insert.
C)a gatefold.
D)a junior unit.
E)a full unit.

Question 45

When the dark or colored background of an ad extends to the edge of the printed page,it is said to be a(n):

A)page wrap.
B)bleed.
C)enveloped page.
D)overrun.
E)masked page.

Question 46

An ad for a DVD entitled Run for Fun appeared in the middle of a page in an issue of "Runner's World" magazine.An article running warm-ups surrounds the ad.This ad is an example of:

A)trade promotion.
B)a gatefold.
C)a centerpiece.
D)island halves.
E)a floater.

Question 47

What are the three most common ways to categorize or classify magazines?

A)Content,geography,and size
B)Print face,ad rates,and size
C)Audience,ad rates,and percentage of color
D)Content,audience,and number of issues per year
E)Size,distribution channels,and content

Question 48

The ad for the horse medication contains a photo of and a testimonial by Monty Roberts,a noted horse trainer.The background of the ad was designed to look like leather and extends to the very edge of the page.The advertiser probably had to pay the magazine a 15 percent premium for this extended background called a(n):

A)bleed page.
B)environmental re-creation.
C)edge printing.
D)environmental realism.
E)picture frame.

Question 49

Advertisers are reluctant to use magazines as an advertising medium because:

A)the results of magazine advertising cannot be measured.
B)magazines have a low cost per thousand (CPM).
C)magazines have to contend with the problem of increasing circulations,which increases printing costs.
D)magazines cannot deliver high frequency.
E)magazine circulation figures are increasing worldwide.

Question 50

A gatefold is a(n):

A)insert with pages that extend and fold over to fit into a magazine.
B)rate card used for cover positions.
C)three-dimensional ad in a magazine.
D)a method used to decrease advertising clutter.
E)ad that generates interest by repetition throughout the publication.

Question 51

List the four major classifications of newspaper advertising.

Question 52

An ad for Coldwater Creek,a retailer of women's clothing in "Martha Stewart Living" magazine was printed on high-quality paper stock to add weight and drama to the advertising message.The finished ad was shipped to the magazine publisher for inclusion in its March issue.The ad for which the advertiser paid a premium price exemplifies:

A)island halves.
B)a full unit.
C)a gatefold.
D)a junior unit.
E)an insert.

Question 53

What are the two basic newspaper size formats?

Question 54

An ad for Covenant Transport,a national trucking company,is on a page that is wider than the normal pages found in "Trucker's Connection" magazine.To view the entire insert,the reader must open the folded pages.The Covenant Transport ad is an example of a:

A)folded insert.
B)partitioned unit.
C)folded unit.
D)gatefold.
E)larger-than-life unit.

Question 55

The ad for the newest Calvin Klein brand of perfume on the inside back cover of a "Martha Stewart Living" magazine would be an example of a(n):

A)first cover.
B)bleed page.
C)third cover.
D)island half.
E)gatefold.

Question 56

What organization examines tear sheets from newspapers to make sure ads ran according to advertiser or agency instructions?

Question 57

What type of rate do most national newspapers charge their advertisers?

Question 58

How often must a newspaper be published to be considered a daily?

Question 59

"Runner's World","New York" magazine,"Better Homes and Gardens",and "Allure" are all examples of _____ magazines.

A)demographic
B)consumer
C)regional
D)psychographic
E)statistical

Question 60

The reach of magazines:

A)is adversely affected by declining magazine circulations.
B)is reduced when long headlines are used.
C)is better when reverse type is used.
D)enhances audience selectivity.
E)equals the number of times an advertising message is seen by the same person or household.

Question 61

"Lumberman" is targeted at people who use and operate sawmills.The publication is only read by people in this field and is,therefore,an example of a(n)_____ publication.

A)vertical
B)VMS
C)demographic
D)integrated
E)audience-selective

Question 62

When Mary finishes reading her subscriber's copy of "Cookie" magazine,she gives the copy to her sister Cathy.Cathy is part of the magazine's:

A)pass-along readership.
B)secondary communications network.
C)derived readership.
D)secondary target audience.
E)subsidiary target audience.

Question 63

Horizontal publications are very effective advertising vehicles because they:

A)offer minimal reach.
B)tend to be very well read.
C)have low pass-along readership.
D)cover a specific industry in all of its aspects.
E)deal with a particular job function across a variety of industries.

Question 64

Jerry looked at a rate card for "Equus" magazine and saw that the one-time cost for a full-page black-and-white ad was $795.He knows that the magazine has a total circulation of 15,000.Calculate the magazine's CPM.

A)$0.53
B)$5.03
C)$18.87
D)$53.00
E)$188.87

Question 65

If a publication is available on a controlled basis,it means the:

A)publisher must run a series of marketing tests before new subscriptions can begin.
B)magazine is received free of charge by those individuals believed to be in a unique position to influence the purchase of advertised products.
C)publisher limits the number of copies available so that a premium price can be charged for each issue.
D)publisher limits the number of advertisers in the publication to a maximum of 20.
E)magazine is distributed through exclusive distribution channels rather than sent through the mail.

Question 66

Which of the following companies would be responsible for verifying that a magazine's circulation figures are accurate?

A)Better Business Bureau (BBB)
B)Advertising Federation of America (AFA)
C)Audit Bureau of Circulation (ABC)
D)U.S.Department of Commerce (Audits Division)
E)ACNielsen company

Question 67

Which of the following statements about dates that affect purchases of advertising in magazines is true?

A)The in-hand date is the date printed on the cover.
B)The closing date is the date all material must be in the publisher's hands for a specific issue.
C)The four dates that affect purchases of advertising in magazines are cover date,on-sale date,in-hand date,and closing date.
D)The cover date is the date the magazine is actually issued.
E)The cover date and the on-sale date are synonymous.

Question 68

"The Gentleman's Magazine",first published in 1731,is considered the first general-interest magazine ever printed.Edward Cave who edited "The Gentleman's Magazine",was the first to use the term "magazine" (meaning "storehouse")for a periodical."The Gentleman's Magazine" would be classified as a _____ magazine.

A)demographic
B)consumer
C)regional
D)psychographic
E)statistical

Question 69

"Brand Packaging" and "Flexible Packaging" are magazines designed to appeal to anyone who makes packaging decisions for the manufacturing or marketing of consumer goods.These magazines are examples of _____ publications.

A)vertical
B)functional
C)diffused
D)HMS
E)horizontal

Question 70

Every issue of "Trucker's Connection" magazine contains a full-page ad that describes employment opportunities at Schugel Trucking.What kind of discount will this advertiser most likely receive from the publisher of this magazine?

A)Frequency discount
B)Trade promotion
C)Service allowance
D)Presentation discount
E)Nonprofit discount

Question 71

The _____ date is the date all ad material must be in the publisher's hands for a specific issue.

A)controlled
B)press
C)publication
D)closing
E)printing

Question 72

Guaranteed circulation in magazines:

A)equals the delivered circulation.
B)is the number of copies of a magazine sold on newsstands.
C)is the number of copies of the magazine that the publisher expects to circulate.
D)is the maximum number of magazines that will be distributed through all channels.
E)equals the primary circulation plus pass-along readership minus a safety measure of 10 percent.

Question 73

On what do magazines base their advertising rates?

A)Circulation
B)Size
C)Content
D)Format
E)Target audience

Question 74

What is the first step when analyzing a publication's potential effectiveness?

A)Count its outlets of distribution
B)Verify its circulation figures
C)Audit its circulation procedures
D)Assess its audience
E)Perform a competitive audit

Question 75

The ______ of a magazine includes all of the people who buy a publication at a newsstand or bookstore and all of the magazine's subscribers.

A)total market coverage
B)market CPM
C)selective market
D)magazine diffusion
E)primary circulation

Question 76

"Brand Packaging" and "Flexible Packaging" are monthly publications that target businesses in the consumer goods industry.They are examples of _____ magazines.

A)geographic
B)demographic
C)professional
D)business
E)content

Question 77

A(n)_____ covers a specific industry in all its aspects and is of interest only to an individual employed in that industry.

A)audience-selective publication
B)integrated publication
C)vertical publication
D)functional medium
E)VMS medium

Question 78

"Meat Marketing & Technology" is mailed free to a selected list of individuals who the publisher feels are in a unique position to influence the purchase of the merchandise it advertises,such as meat slicers and packaging trays.It is distributed on a(n)_____ circulation basis.

A)pro bono
B)free exchange
C)autonomous
D)generic
E)controlled

Question 79

"Pallet Enterprise" magazine is a business publication aimed at people who are in the pallet and container industries.It is only sold through subscriptions.Therefore,"Pallet Enterprise" is an example of a _____ business magazine.

A)flat-circulation
B)paid-circulation
C)controlled-circulation
D)fixed-circulation
E)variable-circulation

Question 80

Which of the following is used as a basis for classifying newspaper categories?

A)Their organizational structures
B)Their method of gathering marketing research data
C)Their frequency of deliveries
D)Their subscription rates
E)Their primary and secondary readership