When would an advertiser be charged a short rate?
A) If the advertiser requests its ads to be placed in a particular section of the newspaper.
B) If the advertiser contracts for a full year's worth of advertising and fails to buy it.
C) If the ad is not ready by the closing date.
D) If the newspaper advertiser wants to place a classified display ad.
E) If the advertiser wants to use a preprinted insert in addition to a display ad.

Question

Quizplus · Accepted Answer

A short rate is a penalty charge applied to an advertiser who has contracted to purchase a certain amount of advertising space/time but fails to purchase the agreed-upon amount. This typically occurs when an advertiser signs a contract committing to purchase a full year's worth of advertising but does not follow through. In this case, they may be charged a short rate, which is a higher rate than the normal rate for the amount of space/time they did purchase.

When Would an Advertiser Be Charged a Short Rate