Question 1

Every issue of Trucker's Connection magazine contains a full-page ad that describes employment opportunities at Schugel Trucking. What kind of discount will this advertiser most likely receive from the publisher of this magazine?

Accepted Answer

The advertiser is placing a full-page ad in every issue of the magazine, which shows a commitment to frequent advertising. This makes them eligible for a frequency discount, which rewards advertisers for placing multiple ads.

Question 2

Brand Packaging and Flexible Packaging are magazines designed to appeal to anyone who makes packaging decisions for the manufacturing or marketing of consumer goods. These magazines are examples of _____ publications.

Accepted Answer

Both Brand Packaging and Flexible Packaging magazines cater to a broad audience of professionals who make packaging decisions for different types of consumer goods, making them horizontal publications.

Question 3

Which of the following is an advantage of newspaper advertising?

Accepted Answer

Newspapers are an active rather than a passive medium, meaning that readers actively engage with the content by turning pages and reading articles. This can lead to higher engagement with advertisements placed in the newspaper.

Question 4

The ______ of a magazine includes all of the people who buy a publication at a newsstand or bookstore and all of the magazine's subscribers.

Accepted Answer

Primary circulation includes all of the people who buy a publication at a newsstand or bookstore and all of the magazine's subscribers. A) total market coverage refers to the reach of a media vehicle across all possible audiences, not just magazine readers. B) market cost per thousand (CPM) refers to the cost of reaching 1,000 members of a target audience through a specific media vehicle. C) selective market refers to a specific group of people within a larger market who share certain characteristics, and D) magazine diffusion is not a commonly used term in the industry.

Question 5

Which of the following statements about dates that affect purchases of advertising in magazines is true?

Accepted Answer

The closing date is the date when the publisher needs all ad materials, which affects purchases of advertising in magazines. The in-hand date is the date when the magazine is available to the subscriber or purchase, which may not necessarily coincide with the on-sale date or cover date.

Question 6

If a publication is available on a controlled basis, it means the:

Accepted Answer

If a publication is available on a controlled basis, it means that the magazine is free to individuals believed to be in a unique position to influence the purchase of advertised products. This type of distribution is often used by trade publications or niche magazines targeting a specific industry or demographic. The publisher carefully selects who receives the magazine, based on criteria such as job title, industry, or purchasing authority, in order to ensure that the magazine is reaching the most relevant audience for the advertisers.

Question 7

Jerry looked at a rate card for Equus magazine and saw that the one-time cost for a full-page black-and-white ad was $795. He knows that the magazine has a total circulation of 15,000. Calculate the magazine's CPM.

Accepted Answer

CPM (Cost Per Thousand) is calculated by dividing the total cost by the total circulation in thousands. So, $795 / 15 = $53.00.

Question 8

Guaranteed circulation in magazines:

Accepted Answer

Guaranteed circulation refers to the minimum number of copies of a magazine that a publisher expects to circulate. This includes subscriptions, newsstand sales, and other distribution channels. It does not include pass-along readership or a safety measure.

Question 9

What is the first step when analyzing a publication's potential effectiveness?

Accepted Answer

The first step when analyzing a publication's potential effectiveness is to assess its audience. Understanding who the publication is targeting is crucial in determining whether it will be effective in reaching and communicating with that audience.

Question 10

Lumberman is a magazine targeted at people who operate sawmills. The publication is only read by people in this field and is, therefore, an example of a(n) _____ publication.

Accepted Answer

Lumberman magazine targets a specific industry or market, making it a vertical publication.

Question 11

A(n) _____ covers a specific industry in all its aspects and is of interest only to an individual employed in that industry.

Accepted Answer

A vertical publication is a type of industry-specific publication that covers all aspects of a particular industry. It is primarily of interest to individuals working within that industry.

Question 12

Horizontal publications are very effective advertising vehicles because they:

Accepted Answer

Horizontal publications are effective because they tend to have a wide and engaged readership, making them well-read and thus attractive for advertising.

Question 13

Tom is an agriculturist who reads the Ranch On. If it gives information about the equipment, supplies, and services Tom will find useful specifically for his work, Ranch On is most likely to be a _____.

Accepted Answer

Ranch On is most likely a farm publication because it provides information that is useful specifically for agriculturists. Geographic publications are focused on geographic locations, demographic publications are focused on specific groups of people, business magazines are focused on the business world in general, and retailers magazines are focused on the retail industry.

Question 14

On what do magazines base their advertising rates?

Accepted Answer

The answer of On what do magazines base their advertising...

Question 15

When Mary finishes reading her subscriber's copy of Cooking Light magazine, she gives the copy to her sister Cathy. Cathy is part of the magazine's:

Accepted Answer

Pass-along readership refers to people who read a publication that was not originally purchased by them, but rather borrowed or given to them by someone else. In this case, Cathy is receiving the magazine after Mary has finished reading it, making her part of the pass-along readership.

Question 16

Pallet Enterprise magazine is a business publication aimed at people who are in the pallet and container industries. It is only sold through subscriptions. Therefore, Pallet Enterprise is an example of a _____ business magazine.

Accepted Answer

Pallet Enterprise is sold through subscriptions, meaning that readers must pay to receive the magazine. This makes it an example of a paid-circulation magazine.

Question 17

Meat Marketing & Technology is mailed free to a selected list of individuals who the publisher feels are in a unique position to influence the purchase of the merchandise it advertises, such as meat slicers and packaging trays. It is distributed on a(n) _____ circulation basis.

Accepted Answer

The term "controlled circulation" refers to a targeted distribution of a publication to a specific group of individuals who are chosen based on certain criteria. In this case, Meat Marketing & Technology is being distributed for free to a select group of people who are likely to influence the purchase of the products advertised in the magazine. This is a form of controlled circulation, which makes E the best choice.

Question 18

The _____ date is the date all ad material must be in the publisher's hands for a specific issue.

Accepted Answer

The closing date is the deadline for submitting ad material for a specific issue.

Question 19

Which of the following companies would be responsible for verifying that a magazine's circulation figures are accurate?

Accepted Answer

The Audit Bureau of Circulation (ABC) is responsible for verifying the accuracy of a magazine's circulation figures. This organization verifies circulation figures of newspapers and magazines in the US and Canada. The BBB is a nonprofit organization that mainly focuses on consumer protection and trust in the marketplace. The AFA is an organization that provides education, networking, and advocacy for professionals in the advertising industry. The Audits Division of the U.S. Department of Commerce primarily oversees audits of government agencies and programs, while the ACNielsen company is a market research firm focusing on consumer behavior and trends.

Question 20

Brand Packaging and Flexible Packaging are monthly publications that target businesses in the consumer goods industry. They are examples of _____ magazines.

Accepted Answer

The answer of Brand Packaging and Flexible Packaging are monthly...

Quiz 10: Print Advertising