Chap11 Flashcards
it verifies circulation and other marketing data on newspapers and magazines for the benefit of its members
Audit Bureau of Circulations
Bleed
Colors, types, or visuals that run all the way to the edge of the page.
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…
Bulk Discounts
What types of magazines are included in business magazines (3)
trade publications,
industrial magazines,
professional journals
thorough analysis of circulation procedures, distribution outlets, and other distribution factors
circulation audit
What is the purpose of classified advertising? (3)
To locate and recruit new employees, offer services, or sell/lease new/used merchandise
Classified Display Ads
ads that run in the classifieds section of the newspaper but have larger-size type, photos, art borders abundant white space, and sometimes color.
Closing Date
a publication’s final deadline for supplying printing material for an advertisement.
Color Strip
samples of makeup inserted into magazines
the basic unit by which publishers bill for advertising
column inch
When do advertisers receive”combination rates”? What medium does this apply to?
when they place a given ad in more than one place. Newspaper.
Consumer Magazines
information- or entertainment- oriented periodicals directed toward people who buy products for their own consumption
What medium uses contract Rate, who usually receives them? why?
newspaper advertising usually offered to local advertisers who sign an annual contract for frequent or bulk-space purchases.
Controlled Circulation
a free publication mailed to a select list of individuals
In cooperative (co-op) advertising, the advertising costs is shared by who?
The manufacturer and the distributor or retailer.
cost per thousand (CPM)
a common term describing the cost of reaching 1,000 people in a medium’s audience.
cover date
the date printed on the cover of a publication
cover position
advertising space on the front inside, back or cover pages of a publication that is usually sold at premium price.
How often are daily newspapers published?
at least five times a week.
demographic editions
magazines that reach readers who share a demographic trait, such as age, income level, or professional status
directories are _____, often in ______ form that serve what purposes? (3)
listings,
booklet form,
that serve as 1) locators, 2) buying guides, and 3) mailing lists
display advertising
type of newspaper advertising that includes copy, illustrations or photographs, headlines, coupons, and other visual components.
earned rate
a discount applied retroactively as the volume of advertising increases through the year.
farm publications
magazines directed to farmers and their families and people farmers do business with.
flat rate
a standard newspaper advertising rate
frequency discounts
in newspapers, advertisers earn this discount by running an ad repeatedly in a specific time period.
full position
in newspapers, the preferred position near the top of the page or on the top of a column next to reading matter.
gatefold
A magazine cover or page extended and folded over to fit into the magazine.
geographic editions
magazines that target geographic markets and have different rates for ads.
guaranteed circulation
the number of copies of a magazine that the publisher expects to sell.
horizontal publications
Business publications targeted at people with particular job functions that cut across industry lines.
insert
an ad or brochure which the advertiser prints and ships to the publisher for insertion into a magazine or newspaper.
insertion order
A form submitted to a newspaper or magazine when an advertiser wants to run an advertisement.
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.
island half
junior unit
A large magazine advertisement placed in the middle of a page and surrounded by editorial material.
Who typically reads local city magazines?
Upscale, professional people interested in local arts, fashion and business.
national rate
A newspaper advertising rate that is higher. attributed to the added costs of serving national advertisers
on-sale date
The date a magazine is actually issued.
open rate
The highest rate for a one-time insertion in a newspaper.
paid circulation
The total number of copies of an average issue of a newspaper or magazine that is distributed through subscriptions and newsstand sales .
pop-up ad
A three-dimenialonal magazine ad.
preferred-position rate
A choice position for a newspaper or magazine ad for which a higher rate is charged.
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.
preprinted inserts
primary circulation
The number of people who receive a publication, whether through direct purchase or subscription.
Name three ways product samples are distributed
in stores,
by direct mail,
in print publications
proof copy
a copy of the completed advertisement that is used to check for final errors and corrections.
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.
public notices
rate base
With magazines, the circulation figure on which the publisher bases its rates.
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.
.rate base
reading notice (advertorial)
A veration of a display ad designed to look like editorial matter.
run-of-paper (ROP) advertising rates
a newspaper’s normal discretionary right to place an ad where space permits.
secondary (pass-along) readership
the number of people who read a publication in addition to the primary purchasers.
Are shoppers paid for or free publications?
free publications
short rate
the rate charged to advertisers who, during the year, fail to fulfill the amount of space for which they have contracted.
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.
split runs
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.
standard advertising unit (SUA).
What are the standard-size newspaper measurements? (depth,width,columns)
22”deep, 13”wide,6 columns.
Tabloid newspaper
a newspaper size generally about half as deep as a standard sized newspaper.
Tearsheets
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.
Vertical Publication
business publications aimed at people within a specific industry.
Volume Discount
discounts given to advertisers for publishing print space or broadcast time n bulk quantities.
What areas do weekly newspapers typically serve?
small urban or suburban areas or farm communities .
What is the largest category of magazines?
Business magazines
Who supports the Bureau of Circulation
an organization supported by advertisers, ad agencies and publishers
Who are trade publications written for?
retailers, wholesalers, and other distributors
Who are industrial magazines written for?
businesspeople involved in manufacturing and services
Who are professional journals written for?
lawyers, physicians. architects and other professionals
Who performs circulation audits?
Companies like the Audit Bureau of Circulations
How long is a column inch?
one vertical inch of a column
According to the SAU system, what are the measurements for a column inch?
2 1/16 inches wide by 1 inch deep
What are the four ways combination rates are given?
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
Who is included in a controlled circulation?
individuals the publisher feels are in a unique position to influence the purchase of advertised products.
Media planners compare the cost of various media vehicles by using what?
Cost per thousand formula
Is there discount allowance for large or repeated space buys in a flate rate?
No.
What happens if a publish doesn’t reach the guaranteed circulation?
A refund is issued to the advertiser
What is included in an insertion form?
The date(s) the ad will run,its size, the requested position, and the rate.
What is required, by law, at the top of a reading notice?
the word advertisement
How are shoppers distributed?
delivered by hand, in supermarket racks, or direct mail
How is the short rate computed?
by determining the difference between the standard rate for lines fun and the discount rate contracted
What factors determine a magazines rates? (3)
its primary and secondary readership,
the number of subscription and newsstand sales,
the number of copies guaranteed versus those actually delivered.
Name 3 benefits of advertising in magazines
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
Name 3 disadvantages to advertising in magazines.
1) long lead times
2) problems offering board reach and high frequency
3) subject to heavy ad competition
Name 3 benefits of advertising in newspapers
1) wide readership
2) great flexibility
3) message last longer than electronic media
Name 3 disadvantages of advertising in newspapers
1) lack of audience selectivity
2) short life span
3) poor production quality
4) heavy advertising competition
5) poor ad placement
6) overlapping circulation
circulation
a statistical measure of print medium’s audience
How are bulk discounts calculated?
number of inches X the cost per inch as use more inches are used
How much space does a junior unit take up?
60% of the page
