Ch 12

Question 1

Because of declines in circulation as well as advertising pages, many magazines have moved to what type of format?

Answer 1

Online

Question 2

Newspapers and magazines are often referred to as ________ media.

Answer 2

high-involvement?

Question 3

CL Inc. printed two versions of the same ad in order to test the effectiveness of each individual ad. One ad contained an image of a popular female celebrity while the other contained a lesser-known model on the front cover. In this scenario, the company is using

Answer 3

a split run.

Question 4

Weekly newspapers usually do not cover national and world news.

Answer 4

true

Question 5

Over the past decade, newspapers have experienced a(n) ________ decline in their revenue from classified advertising.

Answer 5

80 percent

Question 6

Mars Inc., a premium cosmetics company, takes out ads in the Philadelphia, Boston, and Seattle editions of PlutoMag, a national magazine. With these ads, Mars is trying to achieve

Answer 6

geographic selectivity.

Question 7

Zest & Taste Corp. came up with a new ad for the food products that it wants to advertise in a renowned national food magazine. However, the ad created by its creative team was way larger than the normal page size specified by the magazine publisher. Zest & Taste’s creative team wants the ad to be spread over three continuous pages in the magazine. This could be done with the use of

Answer 7

gatefolds.

Question 8

One of the main advantages of using magazines as an advertising medium is their ability to reach a specific target audience.

Answer 8

true

Question 9

________ refers to the number of individuals who receive a publication, either through subscription or store purchase.

Answer 9

Circulation

Question 10

Declining advertising revenue and circulation has led some magazines, such as Cooking Light, ESPN The Magazine, and Glamour to shutter their print editions and offer their magazines solely online.

Answer 10

true

Question 11

Which of the following statements is true of consumer magazines?

Answer 11

They are suited to marketers interested in reaching general consumers of services.

Question 12

When advertisers buy newspaper space based on combination rates, it means the advertiser gets no discount for quantity or repeated space buys.

Answer 12

false

Question 13

The NsDaily, a newspaper, charges $50 per square inch of its advertisement space. Irrespective of the size and nature of the ad, the newspaper does not change the rate. In this scenario, The NsDaily is offering

Answer 13

a flat rate.

Question 14

Newspapers account for 50 percent of advertising expenditures for national advertisers.

Answer 14

false

Question 15

Which of the following are considered to be primary users of local display advertising?

Answer 15

Department stores

Question 16

Which of the following statements is true of newspaper advertising?

Answer 16

Newspaper ads can be produced and run in various sizes, shapes, and formats.

Question 17

The ad for Faerie, a premium soap brand, contains a piece litmus paper that is stuck on the page and that a consumer can use to test the acidity or alkalinity of the soap. This is an example of

Answer 17

an insert.

Question 18

Print advertising space is generally sold on the basis of ________, such as full page, half page, and quarter page.

Answer 18

space units

Question 19

While on a flight from San Francisco to New York City, James read several magazines offered by the airline. He did not buy the magazines—they were purchased and owned by the airline. With reference to the types of readership, which of the following does this scenario illustrate?

Answer 19

Pass-along readership

Question 20

Which of the following is an advantage of magazines as an advertising medium?

Answer 20

Greater creative flexibility