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Marketing 353 Final > Chapter 11 > Flashcards

Chapter 11 Flashcards

1
Q
  1. Magazines provide advertisers with:
A

all of the above

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2
Q
  1. Which of the following statements helps to explain the popularity of magazines as an advertising medium?
A

Magazines offer flexibility in both readership and advertising.

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3
Q
  1. Which of the following statements explains why some advertisers are reluctant to use magazines as an advertising medium?
A

Magazines cannot deliver high-frequency.

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4
Q
  1. The reach of magazines:
A

is adversely affected by declining magazine circulations

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5
Q
  1. The ad for the horse medication contains a photo of and a testimonial by Monty Roberts, a noted horse trainer. The background of the ad was designed to look like leather and extends to the very edge of the page. The advertiser probably had to pay the magazine a 15 percent premium for this extended background called a(n):
A

bleed page

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6
Q
  1. When the dark or colored background of an ad extends to the edge of the printed page, it is said to be a(n):
A

bleed

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7
Q
  1. Why would an advertiser willing pay a 15 percent premium price for an ad that bleeds off the page?
A

greater flexibility in expressing the advertising idea

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8
Q
  1. An ad for Verizon wireless on the back cover of a Fast Company magazine would be an example of a(n):
A

fourth cover

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9
Q
  1. A small ad for The Hat Store, a retailer of Western-style hats is in the middle of a page in an issue of Western Horseman. An article trail riding surrounds the ad. The retailer’s ad is an example of a(n):
A

island half

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10
Q
  1. Which of the following are two types of ads placed in the middle of magazine pages and surrounded by editorial matter?
A

junior units and island halves

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11
Q
  1. An advertiser that wants to add weight and drama to its advertising message can have the ad printed on high-quality paper stock and placed in the magazine for a premium price. This is called a (n):
A

insert

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12
Q
  1. An ad for Maker’s Mark bourbon in Business 2.0 magazine was printed on high-quality paper stock to add weight and drama to the advertising message. The finished ad was shipped to the magazine publisher for inclusion in its December issue. The ad for which the advertiser paid a premium price exemplifies a(n):
A

insert

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13
Q
  1. A gatefold is a(n):
A

insert with pages that extend and fold over to fit into a magazine

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14
Q
  1. An institutional ad for Ford Motors is on a page that is wider than the normal pages found in Business 2.0 magazine. To view the entire insert, the reader must open the folded pages. The Ford ad is an example of a(n):
A

gatefold

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15
Q
  1. What are the three most common ways to categorize or classify magazines?
A

a.

content, geography, and size

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16
Q
  1. Western Horseman, Sports Illustrated, Better Homes & Gardens, and Marie Claire are all examples of _____ magazines.
A

consumer

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17
Q
  1. Lumberman is a monthly publication targets businesses in the sawmill industry. It is an example of a _____ magazine.
A

business

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18
Q
  1. On what do magazines base their advertising rates?
A

circulation

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19
Q
  1. What is first step when analyzing a publication’s potential effectiveness?
A

assess its audience

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20
Q
  1. Guaranteed circulation in magazines:
A

is the number of copies of the magazine that the publisher expects to circulate

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21
Q
  1. Which of the following companies would verify that a magazine’s circulation figures are accurate?
A

Audit Bureau of Circulation (ABC)

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22
Q
  1. The ______ of a magazine includes all of the people who buy a publication at a newsstand of bookstore and all of the magazine’s subscribers.
A

primary circulation

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23
Q
  1. When Marcos finishes reading his subscriber’s copy of Modern Woodworking magazine he gives the copy to his neighbor Taylor. Taylor is part of the magazine’s:
A

pass-along readership

24
Q
  1. A(n) _____ covers a specific industry in all its aspects and is of interest only to an individual employed in that industry.
A

vertical publication

25
Q
  1. Lumberman is targeted to people who use and operate sawmills. The publication is really on read by people in this field and is, therefore, an example of a(n) _____ publication.
A

vertical

26
Q
  1. Catalog Business is a magazine for anyone interested in marketing a product through a catalog, whether in the nursery business, the clothing industry, the memorabilia business, or the food industry. Catalog Business is an example of a(n) _____ publication.
A

horizontal

27
Q
  1. Horizontal publications are very effective advertising vehicles because they:
A

tend to be very well read

28
Q
  1. 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(n) _____ business magazine.
A

paid- circulation

29
Q
  1. If a publication is available on a controlled basis, it means the:
A

magazine is received free of charge by those individuals believed to be in a unique position to influence the purchase of advertised products

30
Q
  1. Meat Marketing and 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.
A

controlled

31
Q
  1. Which of the following is an example of a value-added service offered by magazines to their regular advertisers?
A

all of the above

32
Q
  1. The _____ date is the date all ad material must be in the publisher’s hands for a specific issue.
A

closing

33
Q
  1. Which of the following statements about dates that affect purchases of advertising in magazines is true?
A

The closing date is the date all material must be in the publisher’s hands for a specific issue.

34
Q
  1. Michael 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.
A

$53.00

35
Q
  1. Every issue of Equus magazine contains an ad for Port-A-Stall, manufacturers of quality animal housing. What kind of discount will this advertiser most likely receive from the publisher of this magazine?
A

frequency discount

36
Q
  1. Which of the following is used as a basis for classifying newspaper categories?
A

their frequency of deliveries

37
Q
  1. Weekly newspapers are the fastest-growing class of newspapers because they:
A

emphasize local news and advertising

38
Q
  1. The two basic physical sizes of newspaper formats are:
A

standard-size and tabloid

39
Q
  1. Which of the following statements describes an advantage that has traditionally set newspapers apart from other media?
A

Newspapers are an active medium.

40
Q
  1. Which of the following advertising media has the highest level of credibility according to its target audience(s)?
A

newspaper

41
Q
  1. Which of the following statements describes a disadvantage that has traditionally set newspapers apart from other media?
A

Newspapers may have overlapping circulation.

42
Q
  1. Newspapers may be classified according to:
A

type of audience

43
Q
  1. Sunday newspapers generally combine standard news coverage with:
A

all of the above

44
Q
  1. Sunday supplements are distinct from other sections of the newspaper in that they:
A

are printed on the same type of paper as inserts

45
Q
  1. Which of the following is NOT a major classification of newspaper advertising?
A

gatefold

46
Q
  1. To prevent newspaper readers from mistaking a reading notice for editorial matter, newspapers require that:
A

the word advertisement appears at the top of all reading notices

47
Q
  1. The cost of a classified ad in a newspaper is typically based on:
A

the number of lines the ad occupies

48
Q
  1. Why do newspapers typically charge national advertisers more for national ads than they charge local advertisers for local ads?
A

Newspapers incur additional costs in serving national advertisers.

49
Q
  1. Most national newspapers charge a(n) _____, which means they allow no discounts for large or repeated space buys.
A

flat rate

50
Q
  1. When would an advertiser be charged a short rate?
A

if the advertiser contracts for a full year’s worth of advertising and fails to buy it

51
Q
  1. The owner of a fabric store has accepted an ROP advertising rate. This means that the retail advertiser.
A

may find its ad anywhere in the newspaper, wherever space permits

52
Q
  1. The local vocational college, wants to run an ad for on the same page as an article listing recent high school graduates. To ensure receiving this spot, the college will need to pay a _____ rate.
A

preferred-position

53
Q
  1. When advertisers place an ad, they submit a(n) _____ to the newspaper stating the date(s) on which the ad is to run, its size, the desired position, the rate, and the type of artwork accompanying the order.
A

insertion order

54
Q
  1. A tear sheet is:
A

a page that verifies that an ad ran as it was supposed to

55
Q
  1. Which of the following would be good advice for someone who is designing an ad for obedience training for dogs? The ad will run in a local newspaper.
A

Do not print copy in reverse type.

56
Q
  1. What advice would you give to someone who is developing an ad for a new pizza restaurant?
A

All of the above are true.

Marketing 353 Final (15 decks)

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