Question 1

In terms of innovations in magazine advertising,cosmetic manufacturers insert _____ samples of eye shadow,blush,lipstick,and other makeup that readers can try immediately.

Accepted Answer

According to Ad Lab 13-B, cosmetics manufacturers insert color strip samples of eye shadow, blush, lipstick, and other makeup that readers can try immediately. Color strips are expensive to produce, but many advertisers think they are worth it.

Question 2

A(n)_____ is a large ad that covers 60 percent of the page,is placed in the middle of a page and is surrounded with editorial matter.

Accepted Answer

A junior unit is a large ad (60 percent of the page) placed in the middle of a page and surrounded with editorial matter.

Question 3

An insertion order consists of the date on which the ad is to run,its size,the desired position,the rate,and the type of artwork accompanying the order.

Accepted Answer

When advertisers place an ad, they submit an insertion order to the newspaper stating the date(s) on which the ad is to run, its size, the desired position, the rate, and the type of artwork accompanying the order. An insertion order serves as a contract between the advertiser (or its agency) and the publication. If an advertiser fails to pay the agency, the agency still must pay the publication.

Question 4

Which of the following statements explains why some advertisers are reluctant to use magazines as an advertising medium?

Accepted Answer

According to My IMC Campaign 13-A, magazines cannot deliver high frequency. Since most magazines come out only monthly or weekly, the advertiser can build frequency faster than reach by adding numerous small-audience magazines to the schedule.

Question 5

Which of the following statements about media buyers is true?

Accepted Answer

Once the media planning is complete, the advertiser can turn to the tactical details of actually scheduling and buying media time on radio and television and media space in magazines and newspapers. The person in charge of negotiating and contracting with the media is called a media buyer.

Question 6

A gatefold refers to a(n):

Accepted Answer

A gatefold is an insert whose paper is so wide that the extreme left and right sides have to be folded into the center to match the size of the other pages. When the reader opens the magazine, the folded page swings out like a gate to present the ad. Not all magazines provide gatefolds, and they are always sold at a substantial premium.

Question 7

In a magazine,when the dark or colored background of the ad extends to the edge of the page,it is said to _____ off the page.

Accepted Answer

Media buyers need to be aware of the many creative possibilities magazines offer advertisers through various technical or mechanical features. When the dark or colored background of the ad extends to the edge of the page, it is said to bleed off the page.

Question 8

Which of the following is an advantage of magazine advertising?

Accepted Answer

According to My IMC Campaign 13-A, an advantage of magazine advertising is its permanence, or long shelf life, that gives the reader time to appraise ads in detail, allowing a more complete education/sales message and the opportunity to communicate the total corporate personality.

Question 9

Which of the following is one of the reasons why an advertiser would want to use magazine advertising?

Accepted Answer

According to My IMC Campaign 13-A, magazine advertising is cost-efficient because wasted circulation is minimized. Print networks give advertisers reduced prices for advertising in two or more network publications.

Question 10

Color advertising is available in many newspapers on a run-of-paper advertising (ROP)basis.

Accepted Answer

Color advertising is available in many newspapers on a run-of-paper (ROP) basis. Because of their high-speed presses and porous paper stock, newspapers are not noted for high-quality color printing.

Question 11

Which of the following is a disadvantage of magazine advertising?

Accepted Answer

According to My IMC Campaign 13-A, a disadvantage of magazine advertising is that it lacks immediacy that advertisers can get with newspapers or radio.

Question 12

An advertiser prints an ad on high-quality paper stock to add weight and drama to the message,and then ships the finished ad to the publisher to get it placed into a magazine at a special price.This type of ad is known as a(n)_____.

Accepted Answer

Sometimes, rather than buying a standard page, an advertiser uses an insert. The advertiser prints the ad on high-quality paper stock to add weight and drama to the message, and then ships the finished ads to the publisher for insertion into the magazine at a special price.

Question 13

A(n)_____,an ad similar to a junior unit,is surrounded by a lot of editorial matter and costs more than a regular half-page because it dominates the page.

Accepted Answer

Similar to junior units are island halves, surrounded by even more editorial matter. The island sometimes costs more than a regular half-page, but because it dominates the page, many advertisers consider it worth the extra charge.

Question 14

In _____,an innovation in magazine advertising,readers sample a scent by opening a sealed insert tucked into a magazine.

Accepted Answer

According to Ad Lab 13-B, fragrance strips, an innovation in magazine advertising, are a great favorite with perfume advertisers. With the Scentstrip, readers sample a scent by opening a sealed insert tucked into a magazine. Despite some consumer complaints, Scentstrips have proved incredibly popular. Fragrances are useful for other products as well.

Question 15

In a newspaper,the preferred position horizontally across the bottom of the page is known as full position.

Accepted Answer

There are preferred positions on a given page of a newspaper. The preferred position near the top of a page or at the top of a column next to reading matter is called full position.

Question 16

Which of the following is an advantage of bleed pages in magazines?

Accepted Answer

When the dark or colored background of the ad extends to the edge of the page, it is said to bleed off the page. The advantages of bleeds include greater flexibility in expressing the advertising idea, a slightly larger printing area, and more dramatic impact.

Question 17

Whether at home or abroad,advertisers must study the audience and remember the basics of print advertising.

Accepted Answer

Every country has newspapers and magazines to serve its population. U.S. advertisers in foreign markets generally use either international or local media, depending on their campaign objectives and intended audience. Whether at home or abroad, advertisers must study the audience and remember the basics of print advertising.

Question 18

Which of the following statements concerning magazine advertising is true?

Accepted Answer

According to My IMC Campaign 13-A, magazine advertising provides flexibility in both readership and advertising. Magazines cover the full range of prospects; they have a wide choice of regional and national coverage and a variety of lengths, approaches, and editorial tones.

Question 19

_____ are essentially magazine-length ads which readers are expected to purchase at newsstands.

Accepted Answer

Some advertisers create their own custom magazines. These look like regular magazines and are often produced by the same companies that publish traditional magazines. They are essentially magazine-length ads, which readers are expected to purchase at newsstands.

Question 20

When a newspaper creates ad copy and art,it gives the advertiser a tearsheet to check.

Accepted Answer

When a newspaper creates ad copy and art, it gives the advertiser a proof copy to check. In contrast, most national advertising arrives at the newspaper camera ready, either in the form of a photo print or an electronic file via e-mail. To verify that the ad ran, the newspaper tears out the page on which the ad appeared and sends it to the agency or advertiser.

Quiz 13: Using Print Media