Question 1

The reach of magazines:

Accepted Answer

The answer of The reach of magazines:
...

Question 2

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):

Accepted Answer

An insert is a piece of paper that is printed and inserted into a magazine or newspaper. It gives the advertiser the opportunity to use high-quality paper stock and to stand out from the other ads in the publication. It is a premium option that typically costs more than a regular print ad.

Question 3

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

Accepted Answer

The answer of In Yellow Pages ads, the ad should...

Question 4

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:

Accepted Answer

The ad described in the question is an example of a gatefold, as it is folded in a way that creates a larger-than-life unit when fully opened.

Question 5

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

Accepted Answer

Print advertising can be highly targeted to niche markets or specific demographics, reducing the likelihood of brand wastage by ensuring the ads reach a relevant audience.

Question 6

A proof copy is the same as a tearsheet.

Accepted Answer

A proof copy is a printout of a document for approval before final printing, while a tearsheet is a sample of a printed advertisement taken directly from a publication or newspaper.

Question 7

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):

Accepted Answer

The correct answer is "island half" because it describes an ad that is surrounded by editorial content, making it stand out like an "island" on the page. This is a common layout technique used in magazines to give advertisements more visibility.

Question 8

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

Accepted Answer

Magazines offer flexibility in both readership and advertising. Magazines can be targeted to specific demographics and interests, allowing advertisers to reach their desired audience. They also offer a variety of ad sizes and formats to fit different budgets and goals.

Question 9

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

Accepted Answer

ROP advertising rates give the newspaper the freedom to place the ad on any page or in any position, hence the name "run-of-paper".

Question 10

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

Accepted Answer

The answer of What are the three most common ways...

Question 11

A gatefold is a(n):

Accepted Answer

A gatefold is an insert with pages that extend and fold over to fit into a magazine or newspaper. It typically creates a full-page or double-page spread and can be used for advertising or editorial purposes.

Question 12

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:

Accepted Answer

An insert is a premium advertisement that is printed on high-quality paper stock and shipped to the magazine publisher for inclusion in a specific issue. This matches the description of the Pottery Barn ad in Martha Stewart Living magazine.

Question 13

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):

Accepted Answer

The inside back cover of a magazine is referred to as the third cover.

Question 14

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):

Accepted Answer

The extended background in a print ad is called a bleed. The advertiser had to pay a 15 percent premium for this feature, which allows the background to extend to the very edge of the page. The other choices, such as environmental re-creation and environmental realism, are not commonly used terms in the advertising industry. Edge printing and picture frame are also not appropriate terms for this feature.

Question 15

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

Accepted Answer

These magazines target specific consumer interests rather than a particular demographic, region, or psychographic profile.

Question 16

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

Accepted Answer

The answer of Which of the following are two types...

Question 17

Yellow Pages are only useful to local advertisers.

Accepted Answer

Yellow Pages can be useful to both local and national advertisers, as they provide a platform for businesses to reach potential customers who are searching for specific products or services.

Question 18

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

Accepted Answer

Bleed ads allow the advertisement to extend to the edge of the page, providing greater flexibility in design and a more visually impactful presentation, which can enhance the effectiveness of the ad.

Question 19

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

Accepted Answer

Advertisers are hesitant to use magazines as an advertising medium because magazines cannot deliver high frequency. In other words, magazines do not have the ability to repeatedly expose the same advertisement to the same audience in a short amount of time. This can limit the effectiveness of advertising campaigns.

Question 20

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

Accepted Answer

When an ad extends beyond the trim area of the printed page, leaving no margin or white space, it is called a bleed. This is achieved by printing the ad on a larger sheet and then trimming it down to size, giving the impression that the color extends to the edge of the page.

Quiz 10: Print Advertising