Deck 10: Print Advertising

Question 1

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

Answer 1

True

Question 2

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

Answer 2

False

Question 3

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

Answer 3

True

Question 4

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 5

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

Question 6

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

Question 7

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

Question 8

Shoppers are sometimes referred to as pennysavers due to the amount of advertising they contain.

Question 9

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

Question 10

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

Question 11

Regional magazines are simply national publications with a regional focus.

Question 12

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

Question 13

More than half of national ad money now goes to newspapers.

Question 14

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

Question 15

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

Question 16

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

Question 17

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

Question 18

One of the advantages of using newspapers for advertising purposes is geographic selectivity.

Question 19

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

Question 20

Newspapers charge premium rates to carry legal public notices.

Question 21

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 22

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(n):

A) island half.
B) insert.
C) gatefold.
D) junior unit.
E) full unit.

Question 23

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

Question 24

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 25

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 26

A proof copy is the same as a tearsheet.

Question 27

An ad for a book entitled Run for Fun appears in the middle of a page of Runner's World magazine. An article about stretching surrounds the ad. The book ad is an example of a(n):

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

Question 28

Which of the following statements best explains the popularity of magazines as an advertising medium?

A) Magazines have a high cost per thousand (CPM).
B) Magazines support a high frequency strategy.
C) Magazines deliver to mass audiences at low prices.
D) Magazines offer flexibility in both readership and advertising.
E) Magazines have a short lead time when compared with other media.

Question 29

Run-of-paper (ROP) advertising rates entitle a newspaper to place a given ad on any newspaper page or in any position it desires.

Question 30

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 31

A gatefold is a(n):

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

Question 32

A Pottery Barn ad in Martha Stewart Living magazine was printed on high-quality paper stock and shipped to the magazine publisher for inclusion in the 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 33

The ad for the newest Calvin Klein brand of perfume on the inside back cover of 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 34

An ad for 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.
B) environmental re-creation.
C) edge printing.
D) environmental realism.
E) picture frame.

Question 35

Runner's World, Better Homes and Gardens, and Glamour are all examples of _____ magazines.

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

Question 36

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 37

Yellow Pages are only useful to local advertisers.

Question 38

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 unlike in other formats
B) A volume discount to reuse the ad in later publications
C) A guaranteed better quality reproduction
D) Greater flexibility in expressing the advertising idea
E) A slightly smaller printing area to maximize impact

Question 39

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 printing costs are increasing because of mass circulations.
D) magazines cannot deliver high frequency.
E) online magazine circulation is inefficient.

Question 40

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 41

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 42

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 43

Which of the following is an advantage of newspaper advertising?

A) Newspapers offer overlapping circulation.
B) Newspapers are an active rather than a passive medium.
C) Newspapers have clear color reproductions.
D) Newspapers offer advertisers prestige for advertised products.
E) Newspapers are the most selective of all media available.

Question 44

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 cost per thousand (CPM)
C) selective market
D) magazine diffusion
E) primary circulation

Question 45

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 magazine cover.
B) The closing date is when the publisher needs all ad materials.
C) The on-sale date typically coincides with the 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 46

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 free to 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 47

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 48

Guaranteed circulation in magazines:

A) equals the delivered circulation.
B) is the number of copies of the magazine sold on newsstands.
C) is the minimum 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 49

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 50

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

A) vertical
B) Video Management Software
C) demographic
D) integrated
E) audience-selective

Question 51

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) Video Management Software medium

Question 52

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) provide controlled circulation to industry leaders.

Question 53

Tom is an agriculturist who reads the Ranch On. If it gives information about the equipment, supplies, and services Tom will find useful specifically for his work, Ranch On is most likely to be a _____.

A) geographic publication
B) demographic publication
C) farm publication
D) business magazine
E) retailers magazine

Question 54

On what do magazines base their advertising rates?

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

Question 55

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

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

Question 56

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 57

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 58

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 59

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 60

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 61

The cost of a classified ad in a newspaper is typically based on:

A) desired reach.
B) anticipated response rates.
C) the number of run-of-paper (ROP) rates it requires.
D) the number of lines the ad occupies.
E) the amount of creativity required for the ad design.

Question 62

Newspaper advertisers can sometimes receive _____, a discount applied retroactively as the volume of advertising increases through the year.

A) space discounts
B) earned rates
C) ad overruns
D) short rates
E) acquisition fees

Question 63

Which of the following statements describes a disadvantage that has traditionally set newspapers apart from other media?

A) Newspapers may have overlapping circulation.
B) Newspapers are ambiguous in scope.
C) Newspaper readership is concentrated in time.
D) Newspapers do not provide an advertiser with any creative flexibility.
E) Newspapers are a passive medium.

Question 64

Which statement about the use of directories and Yellow Pages is most likely true?

A) Yellow Pages advertising is sold on a weekly or monthly basis.
B) Advertising in the Yellow Pages is inexpensive and necessary.
C) The directory industry is shifting toward local search services.
D) Both printed and Internet Yellow Pages are difficult to revise.
E) Less than 2 million telephone directories are published annually.

Question 65

Which of the following statements is true of daily newspapers?

A) They must have a morning and an evening edition to be considered a daily publication.
B) They must be published on all seven days of the week to be considered a daily publication.
C) The number of evening daily papers is more than morning papers.
D) Morning papers tend to have a narrow geographic circulation.
E) Evening papers are read more by women than by men.

Question 66

Why do newspapers typically charge national advertisers more for national ads than they charge local advertisers for local ads?

A) National advertisers typically demand an (run-of-paper) ROP schedule.
B) Newspapers incur additional costs in serving national advertisers.
C) National advertisers refuse to use a local or regional promotional schedule.
D) The Federal Trade Commission has decreed that discounts for interstate ad rates are illegal.
E) The reach for local ads is much higher than the reach for national ads.

Question 67

The owner of a Greek restaurant has accepted a run-of-paper (ROP) advertising rate. This means that the retail advertiser:

A) may find its ad anywhere in the newspaper, wherever space permits.
B) is testing the pull rate of two identical size ads with different content for the same product.
C) will not require the newspaper to rerun its ad if production quality is less than desirable.
D) will be penalized if it decides to pull its ad before the closing date.
E) can ensure a choice position in the newspaper by paying the higher run-of-paper (ROP) rate.

Question 68

The local vocational college wants to run an ad on the same page as an article congratulating recent high school graduates. To ensure receiving this spot, the college will need to pay a _____ rate.

A) power location
B) choice ad site
C) preferred-position
D) dominant-position
E) prime-position

Question 69

A tearsheet is:

A) a perforated, preprinted insert.
B) another term for an ad paste-up.
C) a guarantee that the ad will receive run-of-paper (ROP) positioning.
D) a page that verifies that an ad ran as it was supposed to.
E) the receipt that the media salesperson gives to the advertiser.

Question 70

In newspaper advertising, each ad competes with editorial content and with all the other ads on the same page or spread. This is due to:

A) geographic selectivity of newspapers.
B) creative flexibility of newspapers.
C) clutter in newspapers.
D) long life span of the newspapers.
E) overlapping circulation of newspapers.

Question 71

The two basic physical sizes of newspaper formats are:

A) normal size and pocket-size.
B) insert size and oversize.
C) oversize and carrier size.
D) standard size and tabloid.
E) gatefold and standard size.

Question 72

Newspapers are classified according to:

A) organizational structures.
B) market research data.
C) type of audience.
D) subscription rates.
E) percentage of advertisements.

Question 73

When advertisers place an ad, they submit a(n) _____ to the newspaper, stating the date(s) on which the ad is to run, its size, the desired position, the rate, and the type of artwork accompanying the order.

A) ad paste-up
B) preprinted insert
C) insertion order
D) layout board
E) contractual agreement

Question 74

Sunday supplements are distinct from other sections of the newspaper in that they:

A) never contain editorial material.
B) primarily attract local rather than national advertisers.
C) are more conducive to color printing than newsprint.
D) contain cheaper ad space.
E) contain photographs.

Question 75

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

Question 76

Which of the following advertising media has the highest level of credibility according to studies?

A) Word-of-mouth
B) Newspaper
C) Radio
D) Digital
E) Television

Question 77

When would an advertiser be charged a short rate?

A) If the advertiser requests its ads to be placed in a particular section of the newspaper.
B) If the advertiser contracts for a full year's worth of advertising and fails to buy it.
C) If the ad is not ready by the closing date specified by the newspaper publisher.
D) If the newspaper advertiser wants to change an ad after the closing date.
E) If the advertiser wants to use a preprinted insert in addition to a display ad.

Question 78

Most national newspapers charge a(n) _____, which means they allow no discounts for large or repeated space buys.

A) open rate
B) one-time rate
C) leveraged rate
D) flat rate
E) contribution rate

Question 79

To prevent newspaper readers from mistaking a reading notice for editorial matter, newspapers require that:

A) a black border be placed around the reading notice.
B) all reading notices appear in a back cover position.
C) the word advertisement appear at the top of all reading notices.
D) reading notices never appear on or near a newspaper's editorial page.
E) the print face of a reading notice differs from the one used on the editorial page.

Question 80

Which of the following is NOT a major classification of newspaper advertising?

A) Gatefold
B) Display
C) Classified
D) Public notices
E) Preprinted inserts