Question 1

Creative options offered by the newspaper page do not match those of broadcast media, but there are still creative things that advertisers can do in newspapers.

Accepted Answer

While newspapers may not offer the same range of creative options as broadcast media, there are still opportunities for advertisers to be creative on the newspaper page. For example, they can use attention-grabbing headlines or visuals, play with the layout and design, or use interactive elements like QR codes or Augmented Reality (AR).

Question 2

In the late 1990s, more than 250 magazines rushed to publish online.Despite the advantages they claimed to offer, the initial experience with these so-called "digizines" wasn't very successful.

Accepted Answer

This statement is true, as mentioned in the sentence "the initial experience with these so-called "digizines" wasn't very successful."

Question 3

Paid circulation is the total number of newspapers sold through subscriptions as well as through newsstand and retail store sales.

Accepted Answer

Paid circulation includes both subscription and newsstand/retail sales.

Question 4

Most magazines base their advertising rates on a measurement referred to as controlled circulation.

Accepted Answer

Most magazines base their advertising rates on paid circulation, which refers to the number of copies sold, rather than controlled circulation, which involves free distribution to a targeted audience.

Question 5

The text points out that magazines can still successfully attract audiences because of content, and some big advertisers prefer magazine advertising to television advertising.

Accepted Answer

The text states that magazines can still attract audiences with their content and also mentions that some big advertisers prefer magazine advertising to television advertising. Therefore, the statement is true.

Question 6

Even with the rapid growth of new media, the majority of all advertising dollars in the U.S still go to traditional print, radio, and television media.

Accepted Answer

According to a report by eMarketer, traditional media (print, radio, and TV) accounted for 60.5% of total ad spending in the US in 2019, while digital ad spending accounted for 39.5%. However, the gap between digital and traditional media is expected to close in the coming years.

Question 7

The main advantage of magazines as a media choice is their tremendous selectivity, which can be based on demographics, lifestyle, or special interests.

Accepted Answer

Magazines can target specific audiences based on factors like age, gender, income, and interests, making them a highly selective media choice.

Question 8

At one time, the Absolut vodka brand was on the verge of extinction, claiming less than a single percentage point of the U.S.market share.Then the TBWA advertising agency totally revamped the brand's image with print advertising alone.

Accepted Answer

This statement is true. TBWA's print campaign for Absolut vodka in the 1980s and 1990s helped to revive the brand's popularity and increase its market share.

Question 9

An advertiser for a local retail chain wants to know the costs, closing times, and special features of the city newspaper selected as its main vehicle.The advertiser can find all of this by consulting the newspaper's paid advertising model.

Accepted Answer

The newspaper's paid advertising model is unlikely to provide information on its closing times and special features. It may provide information on advertising costs, but not necessarily other details relevant to the advertiser's needs. The advertiser would need to consult other sources, such as the newspaper's website or customer service department, for a complete picture of the newspaper's offerings.

Question 10

Their expansion into digital media has led to a broader and more global audience for newspapers, but this still hasn't offset the overall decline of newspaper readership.

Accepted Answer

While newspapers have expanded into digital media and reached a larger global audience, overall newspaper readership continues to decline.

Question 11

The future of magazine advertising will be influenced not only by new digital and mobile media formats, but also by big advertisers creating their own media companies that will in turn create their own media formats.

Accepted Answer

The statement is accurate in suggesting that the future of magazine advertising will be shaped by not just digital and mobile media but also big advertisers establishing their media companies to create unique media formats.

Question 12

Advertisers are turning to digital media-particularly Internet ads-to reach target markets, though they are finding that they really aren't very different or very cost-effective.

Accepted Answer

Digital media, especially Internet ads, are often considered more cost-effective and allow for precise targeting of specific audiences compared to traditional media.

Question 13

A confections manufacturer decides to create special holiday candies and needs to get its promotions out to the public in a hurry.For this reason, magazines are one medium that will not be considered.

Accepted Answer

The statement indicates that magazines will not be considered, which implies that other mediums will be considered for promoting the candies in a hurry.

Question 14

Newspapers have been especially hard hit by the growth of digital media, and television is now feeling the pinch as well.

Accepted Answer

The statement is true. With the increasing popularity of digital media, newspapers have seen a significant decrease in circulation and revenue. Similarly, television networks are also facing challenges as audiences shift towards online streaming services.

Question 15

Since television supplies a far broader depth of news coverage than newspapers can nowadays, the percentage of adults reading daily newspapers has seen a slight decline.

Accepted Answer

The answer of Since television supplies a far broader depth...

Question 16

Cable television can be distinguished from network television in at least two ways-it is developing tracking systems to send different commercials to different viewers, and it is seeing the potential for high revenue from video on demand.

Accepted Answer

Cable television is indeed developing tracking systems to send different commercials to different viewers and is also seeing high revenue potential from video on demand, distinguishing it from network television.

Question 17

Television offers advertisers two extraordinary opportunities- outstanding creative expression, and amazing geographic selectivity.

Accepted Answer

Television offers outstanding creative expression but lacks geographic selectivity, as it typically broadcasts to wide audiences rather than targeting specific geographic areas.

Question 18

Public elementary schools in a Midwest city receive a stack of free copies of the city newspaper Monday through Friday.This distribution is based on run-of-press circulation, that is, the circulation measure indicating the number of copies given away free.

Accepted Answer

The run-of-press circulation typically refers to the total number of copies printed and distributed, including both sold and free copies, not just those given away for free.

Question 19

What is called a space order at some magazine publishers is called an insertion order at others.

Accepted Answer

This is true. Different publishers might use slightly different language or terminology for the same or similar processes.

Question 20

Today's newspapers have virtually lost their ability to offer the unique advantages to advertisers that they once did, such as geographic selectivity and timeliness.

Accepted Answer

The answer of Today's newspapers have virtually lost their ability...

Quiz 13: Media Planning: Newspapers, Magazines, Television, and Radio