Question 1

No one specific advertising medium is always best.

Accepted Answer

Different advertising mediums work best for different products, target audiences, and marketing goals. It's important to consider a variety of options and choose the ones that will be most effective for the specific campaign.

Question 2

Advertisements placed ROP (run of press)means that the ad appears in any location,on any page,at the discretion of the newspaper.

Accepted Answer

ROP (run of press) means that the newspaper has the discretion to place the ad in any location, on any page.

Question 3

Magazines are a poor source for providing detailed product information.

Accepted Answer

Magazines often feature detailed product reviews, advertisements, and articles that can provide comprehensive information about products, including specifications, benefits, and comparisons with similar items.

Question 4

The NAB offers a variety of services that assist both newspapers and national advertisers by simplifying the task of buying newspaper space and by offering discounts that make newspapers a more attractive medium.

Accepted Answer

The statement is true. The NAB (Newspaper Association of America) does offer services that benefit both newspapers and advertisers by making it easier to buy space in newspapers and offering discounts to create a more appealing medium.

Question 5

Market Research Corporation of America provides cost per thousand information for many magazines.

Accepted Answer

The answer of Market Research Corporation of America provides cost...

Question 6

Short lead times is an advantage of newspaper advertising.

Accepted Answer

Newspaper advertising has short lead times, meaning that advertisers can place ads and have them run in a short period of time, often within a day or two. This allows for more flexibility and the ability to quickly respond to changes in the market or business needs.

Question 7

A strength of magazine advertising is that it provides more geographic options than other media.

Accepted Answer

Magazine advertising, while offering targeted demographic and interest options, does not inherently provide more geographic flexibility than other media such as digital or television, which can be more precisely targeted geographically.

Question 8

Lack of flexibility is a limitation of newspaper advertising.

Accepted Answer

The answer of Lack of flexibility is a limitation of...

Question 9

Newspapers historically had been the leading advertising medium,but television surpassed newspapers as the medium that receives the greatest amount of advertising expenditures.

Accepted Answer

This statement is true. In the past, newspapers were the primary advertising medium due to their widespread circulation and readership. However, the rise of television as a mass medium in the mid-20th century led to a shift in advertising spending towards this new medium. Today, digital advertising has also surpassed newspapers in advertising expenditures.

Question 10

A limitation of magazine advertising is the long closing dates that require advertising materials to be on hand for weeks in advance of the actual publication date.

Accepted Answer

Magazine publishers typically require advertisers to submit ad materials weeks ahead of the scheduled publication date, which can be a limitation if there are any last-minute changes or updates needed.

Question 11

The best medium,or combination of media,is determined by counting advantages and limitations.

Accepted Answer

The answer of The best medium,or combination of media,is determined...

Question 12

Experian Simmons and GfK Mediamark Research,Inc.produce annual reports of product and brand usage data and detailed media information.

Accepted Answer

Experian Simmons and GfK Mediamark Research, Inc. do produce annual reports of product and brand usage data and detailed media information.

Question 13

An index of 175 for a given age group and a specific magazine means that this age group represents this magazine's readership by a magnitude of 1.75 times greater than this age group's proportionate population representation.

Accepted Answer

An index of 100 would indicate proportionate representation, while an index above 100 indicates a higher representation than expected based on population proportions. An index of 175 means the age group represents the magazine's readership 1.75 times greater than their proportionate population representation.

Question 14

Station format is a major consideration in the choice of radio vehicles.

Accepted Answer

Station format, which includes the type of programming and target audience, is an important factor to consider when choosing the appropriate radio vehicle to reach a desired audience. Different formats appeal to different listeners, and it is important to select a vehicle that aligns with the format of the station to effectively reach the desired audience.

Question 15

There are eight column widths in newspapers.

Accepted Answer

Newspapers can have a variety of column widths, not limited to eight. The number of columns and their widths can vary based on the newspaper's design and layout preferences.

Question 16

A magazine's media kit provides demographic and lifestyle profiles of that magazine's readership.

Accepted Answer

A magazine's media kit typically includes information about the demographics (age, gender, income, education level, etc.) and lifestyle interests (hobbies, travel, food, etc.) of the magazine's readership, in order to provide advertisers with an idea of who they are reaching with their ads.

Question 17

National advertising is clearly the mainspring of newspapers.

Accepted Answer

National advertising is a significant source of revenue for newspapers, but it is not the sole mainspring. Newspapers also rely on local advertising, subscriptions, and sometimes syndicated content or services for their revenue and content.

Question 18

Subscription counting is an inadequate way of determining a magazine's readership.

Accepted Answer

Subscription counting only takes into account those who have paid for a subscription, but it does not account for those who may purchase the magazine without a subscription or access it through other means such as a library or waiting room. Therefore, it is not an accurate representation of the magazine's full readership.

Question 19

A strength of magazine advertising is its creative ability to get consumers involved in ads.

Accepted Answer

Magazine advertising allows for more creative and interactive elements, such as vibrant colors, bold images, and attention-grabbing headlines, which can involve and engage consumers more effectively than other forms of advertising like radio or TV ads.

Question 20

The implementation of the SAU system made it possible for advertisers to purchase any one of 56 standard ad sizes to fit the advertising publishing parameters of all newspapers in the United States.

Accepted Answer

The implementation of the SAU system did indeed make it possible for advertisers to purchase any one of 56 standard ad sizes to fit the advertising publishing parameters of all newspapers in the United States.

Quiz 12: Traditional Advertising Media