Question 1

The primary advertising revenue for newspapers comes from local retail advertising and online advertising.

Accepted Answer

The primary advertising revenue for newspapers traditionally comes from local retail advertising and classified ads, though online advertising has become increasingly important.

Question 2

For a retailer or entertainment venue,packaging can include the shopfront or interior design.

Accepted Answer

Packaging refers to the overall look and feel of a product or service, including its physical appearance, design, and presentation. For a retailer or entertainment venue, packaging can include not just the actual product packaging but also the shopfront or interior design, which can greatly impact a customer's perception and decision to visit or purchase.

Question 3

One reason freestanding insert (FSI)advertising is growing is because it allows greater control over the reproduction quality of the advertisement.

Accepted Answer

Freestanding insert (FSI) advertising is usually printed separately from the newspaper or magazine it is inserted into, which allows for greater control over the printing and reproduction quality of the advertisement. This is one of the reasons why FSI advertising is growing in popularity.

Question 4

What is the primary weakness of directories as an advertising medium?

Accepted Answer

Directories often have a lot of competitive clutter, meaning that your advertisement may not stand out among all of the other ads. This can make it difficult for your ad to catch the attention of potential customers.

Question 5

Media spend has been rising for traditional print media,especially metropolitan dailies and suburban newspapers.

Accepted Answer

Media spend has not been rising for traditional print media, as digital media has become increasingly popular and traditional print media has declined in readership.

Question 6

The outdoor industry uses a measurement system based on impressions,which refers to the opportunity a person has to see a particular outdoor poster.

Accepted Answer

The outdoor industry does use a measurement system based on impressions, which measures the opportunity for someone to see a particular outdoor ad.

Question 7

The Audit Bureau of Circulations (ABC)was formed as an independent auditing group to represent advertisers,agencies and publishers,and its mission is to achieve credibility for circulation claims and form a basis for setting rates.

Accepted Answer

This accurately describes the purpose and formation of the ABC.

Question 8

Controlled circulation means the magazine is distributed free to specific audiences.

Accepted Answer

Controlled circulation refers to a distribution strategy where magazines are sent for free to specific groups, such as business professionals or association members, rather than being sold on newsstands or through subscriptions.

Question 9

Which of the following statements regarding Yellow Pages advertising is TRUE?

Accepted Answer

The statement that Yellow Pages ads are not intrusive because they are part of a search for a product or service by a committed consumer is true. The other statements are false - not all businesses that are listed have paid for advertising space, the percentage of consumers who follow up is higher than 10%, advertising in directories is not necessarily extremely expensive, and other companies can publish directories using the name Yellow Pages as long as they meet certain criteria.

Question 10

Advertising on the web now accounts for 15% of the total advertising pie in Australia.

Accepted Answer

According to the latest data from Standard Media Index, digital advertising now accounts for 35% of the total advertising market in Australia, with 52% of digital advertising spend going towards search and directories, 28% on general display, and 15% on video. Therefore, advertising on the web now accounts for more than 15% of the total advertising pie in Australia.

Question 11

Segmentation refers to the number of copies a newspaper sells and is the primary way that newspapers' reach is measured and compared with the reach of other media.

Accepted Answer

Segmentation refers to the process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors who might require separate products or marketing mixes, not to the number of copies a newspaper sells. Newspaper reach is often measured by circulation and readership, not segmentation.

Question 12

Criticisms of print media include their energy consumption,water use and carbon emissions.

Accepted Answer

Print media require large amounts of energy to produce, have high water consumption during the printing process, and contribute to carbon emissions through transportation and manufacturing.

Question 13

MOVE is the acronym used for the recently developed eye-tracking-based measurement system for outdoor advertising.

Accepted Answer

MOVE is indeed the acronym used for the eye-tracking-based measurement system for outdoor advertising.

Question 14

National advertisers are not heavy users of newspapers as an advertising medium because each paper has its own size guidelines for ads,making it impossible to prepare one ad that would fit every newspaper.

Accepted Answer

National advertisers do use newspapers as an advertising medium, but they often have to adjust their ads to meet the size guidelines of different newspapers. This does not make it impossible; it just requires more effort to adapt the ad for various formats.

Question 15

Which of the following is a critical success factor for online versions of directory advertising?

Accepted Answer

Search engine optimization is a critical factor for online directory advertising as it helps in increasing the visibility and accessibility of the directory listing to potential customers who are searching for related keywords on search engines. Clutter, business-to-business message, tipped-in cards, and directional advertising may also be important factors to consider, but they are not as critical as search engine optimization for the success of online directory advertising.

Question 16

Directory advertising is described as ________ advertising because it tells people where to go to get the product or service they want.

Accepted Answer

Directory advertising provides information about where a product or service can be obtained, making it directional advertising. Primary advertising refers to creating demand for a new product or service, while secondary advertising aims to reinforce an existing message. Promotional advertising seeks to persuade consumers to take some specific action, while selective advertising is used to reach a specific target audience.

Question 17

Which of the following statements best explains why today's marketers are likely to use multimedia advertising?

Accepted Answer

The media landscape has become more complex, with a proliferation of different channels, platforms, and formats. As a result, marketers need to use multimedia advertising in order to reach consumers across a range of different media channels and devices. By using a combination of different media, marketers can reach consumers more effectively and engage them in a more targeted and dynamic way.

Question 18

Professional magazines are those that target manufacturers and advertisers.

Accepted Answer

Professional magazines are designed for members of specific professions and industries, focusing on topics, trends, and issues relevant to their field, rather than targeting manufacturers and advertisers.

Question 19

15 Transit media,in all their various forms,offer the same advantages and disadvantages as outdoor media.

Accepted Answer

Transit media, such as buses, trains, taxis, and subways, share many of the same benefits and drawbacks as traditional outdoor advertising. These include high visibility and reach, low cost per impression, and limited audience targeting. However, transit media also have limitations in terms of message length and creative impact, as well as issues related to audience engagement and measurement.

Question 20

Magazine rates are based on the number of copies of the publication printed.

Accepted Answer

Magazine rates are based on a variety of factors, including circulation, audience demographics, ad placement, and ad format. The number of copies printed is just one of these factors.

Quiz 8: Print and Out-Of-Home Media