Question 1

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

Accepted Answer

Canadian businesses are allowed to advertise in foreign magazines sold in Canada as long as they follow certain regulations, such as having a Canadian agent to handle advertising transactions.

Question 2

Which of the following would Canadian Advertising Rates and Data (CARD) classify as a general business magazine?
A) Drug Store News
B) Architectural Digest
C) Restaurant News
D) Canadian Business

Accepted Answer

Canadian Business is a general business magazine, while Drug Store News and Restaurant News are considered trade publications in their respective industries, and Architectural Digest is a lifestyle and design magazine.

Question 3

Healthy Pet and PhotoLife are examples of:
A) trade publications
B) general interest consumer magazines
C) special interest consumer magazines
D) special interest business magazines

Accepted Answer

Healthy Pet and PhotoLife are both focused on specific interests (pets and photography), making them special interest consumer magazines.

Question 4

Because they generally require some attention and effort on the part of the consumer to process the information they provide,_______ high-involvement media.
Are often referred to as
A) radio and television
B) newspapers and magazines
C) newspapers and television
D) magazines and radio

Accepted Answer

High-involvement media are those that require consumers to actively analyze and process the information provided. Newspapers and magazines, as print media, require readers to spend time reading and interpreting the information presented. Television, although it can be a high-involvement medium for certain types of programming, is generally considered a more passive form of media consumption. Radio, similarly, can be a high-involvement medium for certain kinds of content, but is typically less engaging than print media. Therefore, choice B (newspapers and magazines) is the best answer.

Question 5

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

Accepted Answer

Magazines have the ability to target a specific audience, making them valuable for reaching specific consumer or market segments. While many magazines do generate revenue from advertising, some business magazines may generate more revenue from subscriptions and single copy sales. The advantages and disadvantages associated with magazines as an advertising medium vary depending on the specific magazine and target audience. Therefore, option D is incorrect.

Question 6

A magazine's_______ is one of the primary considerations for an advertiser selecting a particular magazine for advertising.
A) clutter
B) price at the newsstand
C) lead time
D) circulation

Accepted Answer

Circulation refers to the number of copies of a magazine that are distributed and sold, making it a key factor for advertisers when selecting a magazine to advertise in. The higher the circulation, the more potential reach an advertisement will have. A magazine with a high circulation is more likely to attract advertisers due to the larger audience it can offer.

Question 7

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) professional
C) trade
D) industrial

Accepted Answer

Floral Management is a publication aimed specifically at retail florists, making it a trade publication.

Question 8

Based on the circulation figures of 2012-13, what is the major U.S. based magazine in Canada?
A) National Geographic
B) Men's Health
C) O, The Oprah Magazine
D) Martha Stewart Living

Accepted Answer

According to the circulation figures of 2012-13, National Geographic has the largest circulation in Canada among the given options, with a circulation of over 300,000 copies.

Question 9

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

Accepted Answer

Based on the information provided about the target market being serious runners in the western region of Canada who are willing to pay over $100 for a pair of running shoes, the best media option would be regional editions of specialty magazines such as Runner's World. This magazine would most likely have a dedicated audience of serious runners who would be interested in purchasing high-quality running shoes from a reputable brand like New Balance.

Question 10

Process Equipment and Control News is an example of a(n) _______publication.
A) trade
B) professional
C) general business
D) industrial

Accepted Answer

The answer of Process Equipment and Control News is an...

Question 11

A magazine can be categorized by each of the following EXCEPT:
A) its geographic coverage
B) the fact that it is a monthly publication
C) the fact that it is only available by subscription
D) the advertisers who place ads in the publication

Accepted Answer

Magazines are typically categorized by their geographic coverage, frequency of publication, and distribution method, but not by the advertisers who place ads in them.

Question 12

According to Canadian Advertising Rates and Data, magazines can be classified as ________ publications.
A) general, ethnic, specialized, and niche
B) regional, ethnic, national, and international
C) consumer, ethnic, farm, and business
D) agrarian, ethnic, industrial, and specialized

Accepted Answer

Magazines can be classified as consumer, ethnic, farm, and business publications according to Canadian Advertising Rates and Data. This classification reflects the diverse audiences and content focus areas that magazines cater to, including general consumers, specific ethnic groups, the agricultural sector, and business professionals.

Question 13

In terms of ethnic publications in Canada, in which language are the majority written?
A) Chinese
B) English
C) Arabic
D) French

Accepted Answer

While there are various ethnic publications in different languages across Canada, the majority of ethnic publications are written in English. This is likely due to the fact that English is one of the official languages of Canada and is widely spoken across the country. While there are certainly significant ethnic populations that primarily speak other languages, the prevalence of English as a common language likely accounts for the dominance of English-language ethnic publications.

Question 14

Which of the following is an example of a trade journal?
A) Maclean's
B) Chatelaine
C) Canadian Grocer
D) Maxim

Accepted Answer

Canadian Grocer is a trade journal specifically geared towards the grocery industry, whereas Maclean's and Chatelaine are general magazines and Maxim is a men's lifestyle magazine.

Question 15

The U.S. magazine with the largest paid circulation in Canada is:
A) O, The Oprah Magazine
B) Readers Digest
C) Prevention
D) National Geographic

Accepted Answer

The answer of The U.S. magazine with the largest paid...

Question 16

Which of the following statements about newspapers and magazines as advertising media vehicles is TRUE?
A) Newspapers are exclusively a local advertising medium.
B) Because of the difference in media format, there is no competition between broadcast and print media.
C) Magazines are primarily a local advertising medium.
D) Newspapers are primarily a local advertising medium but are also used by national advertisers.

Accepted Answer

While newspapers are often associated with local news and events, they are also widely used by national advertisers to reach a broad audience. Magazines, on the other hand, tend to have more specific target audiences and may be better suited for reaching niche markets. While there may be some overlap with broadcast media, the format of print media (newspapers and magazines) offers unique opportunities for advertisers in terms of longer shelf life, more in-depth content, and targeted distribution.

Question 17

Why are farm publications not classified with business publications?
A) The number of farm magazines, if added to the number of business magazines, would make the category too large.
B) Farm magazines are a hybrid of consumer and business magazines.
C) Historically farms have not been perceived as businesses.
D) Canadian laws require the breakout of farm magazines because subscriptions to these magazines help to determine farm allowances.

Accepted Answer

Historically farms have not been perceived as businesses.

Question 18

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

Accepted Answer

Farm Journal is a general interest farm publication as it covers a wide range of topics related to farming and agriculture. National Hog Farmer is a specialized farm publication as it focuses specifically on the hog industry.

Question 19

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

Accepted Answer

Ethnic magazines tend to have lower advertising rates because they often have lower or unauthenticated circulation figures, meaning they have fewer readers and their distribution may be difficult to track. This can make them less appealing to advertisers who want to ensure their ads will be seen by a large audience.

Question 20

are the most specialized of all advertising media.
A) TV
B) Newspapers
C) Magazines
D) Radio

Accepted Answer

Magazines are the most specialized of all advertising media because they target specific interest groups and allow for detailed targeting of demographics such as age, gender, income, and lifestyle. This makes them a suitable choice for advertisers who want to reach a very specific audience. TV and radio have a wider reach, while newspapers have a local focus but may not be as specialized in terms of demographics.

Quiz 12: Print Media

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

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

Healthy Pet and PhotoLife are examples of:

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

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

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

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.

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

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:

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

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

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

In terms of ethnic publications in Canada, in which language are the majority written?

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

The U.S. magazine with the largest paid circulation in Canada is:

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

Why are farm publications not classified with business publications?

A magazine such as Farm Journal is an example of a_ while a publications such as National Hog Farmer is a __.

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

are the most specialized of all advertising media.