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Intro To Advertising > Chap11 > Flashcards

Chap11 Flashcards

1
Q

it verifies circulation and other marketing data on newspapers and magazines for the benefit of its members

A

Audit Bureau of Circulations

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2
Q

Bleed

A

Colors, types, or visuals that run all the way to the edge of the page.

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3
Q

Newspapers offer advertisers decreasing rates (calculated by multiplying the number of inches by the cost per inch) as they use more inches). This is called…

A

Bulk Discounts

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4
Q

What types of magazines are included in business magazines (3)

A

trade publications,
industrial magazines,
professional journals

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5
Q

thorough analysis of circulation procedures, distribution outlets, and other distribution factors

A

circulation audit

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6
Q

What is the purpose of classified advertising? (3)

A

To locate and recruit new employees, offer services, or sell/lease new/used merchandise

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7
Q

Classified Display Ads

A

ads that run in the classifieds section of the newspaper but have larger-size type, photos, art borders abundant white space, and sometimes color.

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8
Q

Closing Date

A

a publication’s final deadline for supplying printing material for an advertisement.

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9
Q

Color Strip

A

samples of makeup inserted into magazines

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10
Q

the basic unit by which publishers bill for advertising

A

column inch

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11
Q

When do advertisers receive”combination rates”? What medium does this apply to?

A

when they place a given ad in more than one place. Newspaper.

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12
Q

Consumer Magazines

A

information- or entertainment- oriented periodicals directed toward people who buy products for their own consumption

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13
Q

What medium uses contract Rate, who usually receives them? why?

A

newspaper advertising usually offered to local advertisers who sign an annual contract for frequent or bulk-space purchases.

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14
Q

Controlled Circulation

A

a free publication mailed to a select list of individuals

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15
Q

In cooperative (co-op) advertising, the advertising costs is shared by who?

A

The manufacturer and the distributor or retailer.

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16
Q

cost per thousand (CPM)

A

a common term describing the cost of reaching 1,000 people in a medium’s audience.

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17
Q

cover date

A

the date printed on the cover of a publication

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18
Q

cover position

A

advertising space on the front inside, back or cover pages of a publication that is usually sold at premium price.

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19
Q

How often are daily newspapers published?

A

at least five times a week.

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20
Q

demographic editions

A

magazines that reach readers who share a demographic trait, such as age, income level, or professional status

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21
Q

directories are _____, often in ______ form that serve what purposes? (3)

A

listings,
booklet form,
that serve as 1) locators, 2) buying guides, and 3) mailing lists

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22
Q

display advertising

A

type of newspaper advertising that includes copy, illustrations or photographs, headlines, coupons, and other visual components.

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23
Q

earned rate

A

a discount applied retroactively as the volume of advertising increases through the year.

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24
Q

farm publications

A

magazines directed to farmers and their families and people farmers do business with.

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25
Q

flat rate

A

a standard newspaper advertising rate

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26
Q

frequency discounts

A

in newspapers, advertisers earn this discount by running an ad repeatedly in a specific time period.

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27
Q

full position

A

in newspapers, the preferred position near the top of the page or on the top of a column next to reading matter.

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28
Q

gatefold

A

A magazine cover or page extended and folded over to fit into the magazine.

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29
Q

geographic editions

A

magazines that target geographic markets and have different rates for ads.

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30
Q

guaranteed circulation

A

the number of copies of a magazine that the publisher expects to sell.

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31
Q

horizontal publications

A

Business publications targeted at people with particular job functions that cut across industry lines.

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32
Q

insert

A

an ad or brochure which the advertiser prints and ships to the publisher for insertion into a magazine or newspaper.

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33
Q

insertion order

A

A form submitted to a newspaper or magazine when an advertiser wants to run an advertisement.

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34
Q

NAME THIS AD: A half-page of magazine space that is surrounded on two or more sides by editorial matter. This type of ad is designed to dominate a page and is therefore sold at a premium price.

A

island half

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35
Q

junior unit

A

A large magazine advertisement placed in the middle of a page and surrounded by editorial material.

36
Q

Who typically reads local city magazines?

A

Upscale, professional people interested in local arts, fashion and business.

37
Q

national rate

A

A newspaper advertising rate that is higher. attributed to the added costs of serving national advertisers

38
Q

on-sale date

A

The date a magazine is actually issued.

39
Q

open rate

A

The highest rate for a one-time insertion in a newspaper.

40
Q

paid circulation

A

The total number of copies of an average issue of a newspaper or magazine that is distributed through subscriptions and newsstand sales .

41
Q

pop-up ad

A

A three-dimenialonal magazine ad.

42
Q

preferred-position rate

A

A choice position for a newspaper or magazine ad for which a higher rate is charged.

43
Q

What do you call newspaper advertisements printed in advance by the advertiser and then delivered to the newspaper plant to be inserted into a specific edition.

A

preprinted inserts

44
Q

primary circulation

A

The number of people who receive a publication, whether through direct purchase or subscription.

45
Q

Name three ways product samples are distributed

A

in stores,
by direct mail,
in print publications

46
Q

proof copy

A

a copy of the completed advertisement that is used to check for final errors and corrections.

47
Q

WHAT TERM DOES THIS DEFINE?: For a nominal fee, newspapers carry these legal changes in business, personal relationships, public governmental reports, notices by private citizens and organizations, and financial reports.

A

public notices

48
Q

rate base

A

With magazines, the circulation figure on which the publisher bases its rates.

49
Q

WHAT TERM DOES THIS DEFINE?:A printed information form listing a publication’s advertising rates, mechanical and copy requirements, advertising deadlines, and other information the advertiser needs to know before placing an order.

A

.rate base

50
Q

reading notice (advertorial)

A

A veration of a display ad designed to look like editorial matter.

51
Q

run-of-paper (ROP) advertising rates

A

a newspaper’s normal discretionary right to place an ad where space permits.

52
Q

secondary (pass-along) readership

A

the number of people who read a publication in addition to the primary purchasers.

53
Q

Are shoppers paid for or free publications?

A

free publications

54
Q

short rate

A

the rate charged to advertisers who, during the year, fail to fulfill the amount of space for which they have contracted.

55
Q

WHAT’S THE TERM? A feature of many newspapers (and magazines) that allows advertisers to test the comparative effectiveness of two different advertising approaches by running two different ads of identical size, but different content, in the same or different press runs on the same day.

A

split runs

56
Q

WHATS THE TERM? A system of standardized newspaper advertisement sized that can be accepted by all standard sized newspapers without consideration of their precise format or page size.The system allows advertisers to prepare on sided advertisements in a particular size and place it in various newspapers regardless of the format.

A

standard advertising unit (SUA).

57
Q

What are the standard-size newspaper measurements? (depth,width,columns)

A

22”deep, 13”wide,6 columns.

58
Q

Tabloid newspaper

A

a newspaper size generally about half as deep as a standard sized newspaper.

59
Q

Tearsheets

A

the printed ad cut out and sent by the publisher to the advertiser as proof of the ad’s print quality and that it was published.

60
Q

Vertical Publication

A

business publications aimed at people within a specific industry.

61
Q

Volume Discount

A

discounts given to advertisers for publishing print space or broadcast time n bulk quantities.

62
Q

What areas do weekly newspapers typically serve?

A

small urban or suburban areas or farm communities .

63
Q

What is the largest category of magazines?

A

Business magazines

64
Q

Who supports the Bureau of Circulation

A

an organization supported by advertisers, ad agencies and publishers

65
Q

Who are trade publications written for?

A

retailers, wholesalers, and other distributors

66
Q

Who are industrial magazines written for?

A

businesspeople involved in manufacturing and services

67
Q

Who are professional journals written for?

A

lawyers, physicians. architects and other professionals

68
Q

Who performs circulation audits?

A

Companies like the Audit Bureau of Circulations

69
Q

How long is a column inch?

A

one vertical inch of a column

70
Q

According to the SAU system, what are the measurements for a column inch?

A

2 1/16 inches wide by 1 inch deep

71
Q

What are the four ways combination rates are given?

A

When ads are placed in…

1) morning and evening editions of the same paper
2) two or more newspapers owned by the same publisher or
3) tow or more newspapers affiliated in a syndicate or newspaper group

72
Q

Who is included in a controlled circulation?

A

individuals the publisher feels are in a unique position to influence the purchase of advertised products.

73
Q

Media planners compare the cost of various media vehicles by using what?

A

Cost per thousand formula

74
Q

Is there discount allowance for large or repeated space buys in a flate rate?

A

No.

75
Q

What happens if a publish doesn’t reach the guaranteed circulation?

A

A refund is issued to the advertiser

76
Q

What is included in an insertion form?

A

The date(s) the ad will run,its size, the requested position, and the rate.

77
Q

What is required, by law, at the top of a reading notice?

A

the word advertisement

78
Q

How are shoppers distributed?

A

delivered by hand, in supermarket racks, or direct mail

79
Q

How is the short rate computed?

A

by determining the difference between the standard rate for lines fun and the discount rate contracted

80
Q

What factors determine a magazines rates? (3)

A

its primary and secondary readership,
the number of subscription and newsstand sales,
the number of copies guaranteed versus those actually delivered.

81
Q

Name 3 benefits of advertising in magazines

A

1) most selective of all mass media
2) flexible in readership and advertising
3) unsurpassed color
4) excellent reproduction quality
5) authority and believability
6) long shelf life
7) cost efficient prestige

82
Q

Name 3 disadvantages to advertising in magazines.

A

1) long lead times
2) problems offering board reach and high frequency
3) subject to heavy ad competition

83
Q

Name 3 benefits of advertising in newspapers

A

1) wide readership
2) great flexibility
3) message last longer than electronic media

84
Q

Name 3 disadvantages of advertising in newspapers

A

1) lack of audience selectivity
2) short life span
3) poor production quality
4) heavy advertising competition
5) poor ad placement
6) overlapping circulation

85
Q

circulation

A

a statistical measure of print medium’s audience

86
Q

How are bulk discounts calculated?

A

number of inches X the cost per inch as use more inches are used

87
Q

How much space does a junior unit take up?

A

60% of the page

Intro To Advertising (8 decks)

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