Question 1

Many business magazines are sent free to individuals who, a publisher believes, can influence a company's purchases for products and services advertised in the publication. This activity is referred to as _____ basis.

Accepted Answer

This activity is an example of controlled circulation, which means that the publisher controls who receives the publication based on specific criteria, such as job title or industry. The goal is to ensure that the publication is being sent to individuals who have decision-making power within companies and are likely to purchase the advertised products or services. Pass-along circulation refers to the number of additional individuals who may read a publication after it has been received by the primary subscriber, while guaranteed circulation refers to a promise made by the publisher to advertisers regarding the number of copies that will be distributed. Primary circulation and principal-circulation are not commonly used terms in relation to circulation numbers.

Question 2

James regularly borrows a magazine from Lily, who subscribes to it. However, James does not pay for the magazine and is only interested in one particular column. In this scenario, Lily is considered to be a(n):

Accepted Answer

Lily is the primary reader because she is the one who subscribes to and pays for the magazine.

Question 3

Magazine rates are primarily a function of:

Accepted Answer

Magazine rates are primarily determined by the number of copies in circulation, as this determines the potential reach of the advertising. Selectivity, selective binding, and pass-along readership can also affect rates, but to a lesser extent than circulation. Digital imaging is not directly related to rates, as it is a technology used in magazine production rather than a factor in determining advertising costs.

Question 4

During her visit to a beauty salon, Lily browsed through Inner Beauty, a magazine dedicated to working women, while she was waiting at the reception. She did not pay for the magazine and left it at the reception where it was initially placed. This scenario is an illustration of:

Accepted Answer

This scenario is an example of pass-along readership as Lily did not purchase the magazine, but read and left it at the reception for others to read. Pass-along readership refers to the number of people who read a publication without actually buying it, such as borrowing it or receiving it as a gift.

Question 5

_____ is the number of magazine copies distributed to original subscribers or purchasers.

Accepted Answer

Primary circulation refers to the number of magazine copies distributed to original subscribers or purchasers.

Question 6

_____ figures represent the number of individuals who receive a magazine publication through either subscription or store purchase.

Accepted Answer

Circulation figures represent the number of individuals who receive a magazine publication through either subscription or store purchase.

Question 7

Which of the following comparisons between primary in-home readers, pass-along readers, and out-of-home readers is true?

Accepted Answer

Advertisers generally attach greater value to primary in-home readers than pass-along readers because primary readers are more likely to have a personal interest in the subject matter of the magazine and therefore more likely to respond to the ad. Pass-along readership is considered a bonus, but it is not the main target audience for advertisers.

Question 8

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

Accepted Answer

Clutter in magazine advertising refers to the overwhelming presence of ads, which can make it difficult for any single ad to stand out. More ad pages can lead to increased clutter, which can be problematic for advertisers trying to capture readers' attention.

Question 9

The high ratio of advertising to editorial content in most magazines causes magazines to experience the problem of:

Accepted Answer

Clutter refers to the amount of advertising in a medium relative to the amount of editorial content. Magazines often have a high ratio of advertising to editorial content, which can lead to clutter and make it difficult for ads to stand out.

Question 10

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

Accepted Answer

Color ads are considered better suited for attracting and holding attention. This is because color can evoke emotions and draw attention more effectively than black and white ads. However, the cost of color advertising varies depending on factors such as placement and whether or not the ad bleeds off the page.

Question 11

Which of the following is true of the "50 percent rule"?

Accepted Answer

The "50 percent rule" states that copies that sold for less than half of the basic price of a magazine could not be counted as paid circulation. This rule was established by the Alliance for Audited Media (formerly known as the Audit Bureau of Circulations) to ensure accurate measurement of magazine circulation.

Question 12

When publications fix advertising rates based on a set average circulation figure that is nearly always below the actual circulation delivered by a given issue but carries no guarantee, they are using:

Accepted Answer

The scenario described is an example of the circulation rate base system, which is a method used by publishers to set advertising rates based on a predetermined circulation rate. This rate is typically lower than the actual circulation delivered by a given issue, but there is no guarantee for the advertiser. It is a commonly used practice in the publishing industry.

Question 13

Media buyers primarily evaluate magazines on the basis of:

Accepted Answer

Media buyers evaluate magazines primarily on their ability to deliver the advertiser's message to as many people as possible in the target audience. This means that the magazine should have a high circulation rate and reach the demographics of the target audience. While options A, B, D, and E may also be important factors to consider, they are not the primary focus when evaluating magazines for media buying purposes.

Question 14

The total audience, or readership, of a magazine can be calculated by:

Accepted Answer

The total audience or readership of a magazine is calculated by multiplying the readers per copy by the circulation of an average issue. This accounts for both primary and pass-along readers.

Question 15

National advertisers tend to avoid weekly newspapers because of:

Accepted Answer

National advertisers may avoid weekly newspapers because they may have duplicate circulation with daily newspapers, which may make them a less attractive option for reaching a unique audience. Additionally, weekly newspapers may have a smaller readership and a more local focus, which may not be effective for national campaigns. However, this may depend on the specific goals and target audience of the campaign.

Question 16

_____ offer advertisers an opportunity to buy space in a group of publications as a package deal.

Accepted Answer

Magazine networks offer advertisers the opportunity to buy space in a group of publications as a package deal. This can often result in cost savings for the advertiser and increased reach within the target audience.

Question 17

Circulation verification services are important to media planners because:

Accepted Answer

Circulation verification services provide reliable figures regarding the size and distribution of a magazine's circulation, which is important information for media planners to make informed decisions about their advertising strategies.

Question 18

Which of the following is true of weekly newspapers?

Accepted Answer

Weekly newspapers typically originate in small towns or suburbs and provide news and information about local events and issues. They are also often focused on community features and human-interest stories. National advertisers may still use these newspapers to reach a specific audience, but the primary readership is local.

Question 19

Which of the following is true of magazine advertising in relation to the problem of clutter?

Accepted Answer

Magazine advertising faces less clutter compared to radio or TV, where ads are more frequent and intrusive.

Question 20

Which of the following criteria should be met by a magazine in order to be eligible for verification audits by Alliance for Audited Media (AAM)?

Accepted Answer

The AAM requires publications to have at least 70% paid circulation in order to be eligible for verification audits. None of the other options listed are required for audit eligibility by the AAM.

Quiz 12: Evaluation of Media: Magazines and Newspapers