Test 2 Flashcards

1
Q

The role of the print media buyer

A

Negotiates
Understands
Creative
Buys media space

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2
Q

Pros of a magazine

A
Flexible 
Color
Authority
Prestige
Selling power
Reader loyalty
Pass along
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3
Q

Cons of magazines

A
Lack of immediacy 
Shallow reach
Long lead time
Competition 
High cost per thousand
Declining circulation
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4
Q

Special possibilities with magazines

A

Bleed
Cover position
Junior units / island halves
Gatefolds

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5
Q

Bleed define

A

Visual that run all the way to the edge of a printed page

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6
Q

Cover position define

A

Space on the front inside, back inside, back cover pages usually sold at premium price

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7
Q

Junior unit define

A

Large advertisement (60 percent of page) place in the middle of a page

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8
Q

Island halves define

A

Half page of magazine space. Dominates the page sold at high price

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9
Q

Insert define

A

As that the advertiser prints and sends to the publisher to put in the magazine

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10
Q

Gatefold define

A

And insert so wide that the sides have to be folded to the center to match the size of the magazine

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11
Q

How magazines are categorized

A

Content
Geography
Size

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12
Q

Content components

A

Consumer magazines
Farm publications
Business magazines

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13
Q

Geography components

A

Local city magazine
Regional publications
National magazines

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14
Q

Size component

A

Size, flat, pocket

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15
Q

What to consider when buying magazine space

A
Readership
Cost
Mechanical requirements
Deadlines
Circulation
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16
Q

Understanding circulation

A
Guaranteed versus delivered circulation
Primary and secondary readership
Vertical and horizontal publications
Subscription and vendor sales
Paid and controlled circulation
17
Q

Rate base define

A

Circulation figure on which the publisher based its rates

18
Q

Paid circulation

A

Number of copies of a magazine that is distributed through subscriptions and new stand sales

19
Q

Controlled circulation

A

Free publication mailed to opinion leaders

20
Q

Vertical publications define

A

Covers a specific industry in all aspects

Ex restaurants

21
Q

Horizontal publications

A

Job function across industries

Ex purchasers

22
Q

Reading rate cards (dates affecting magazine purchases)

A
Cover date (printed on the cover)
On sale date (date actually sold)
Closing date (publications final deadline for supplying material for an advertisement)
23
Q

Equation for cost per thousand

A

Page rate / (circulation/ 1000)

Shows how far you’re spending will go

24
Q

Factors that impact rates

A

Volume/ frequency discounts

Premiums for color, bleeds, special markets

25
Q

Pros of news papers

A
Mass local media
Timeliness
Credibility
Cheap
Selective attention
26
Q

Cons if newspaper

A
Lacks selectivity
Short lifespan
Low quality
Clutter
Lack of control
27
Q

How newspapers are catagorized

A

Frequency
Physical size
Type of audience

28
Q

Two basic newspaper formats

A

Standard size

Tabloid newspaper

29
Q

Other types of newspapers

A

Sunday supplements
Pennysavers (free newspapers)
National newspapers

30
Q

Types of newspaper advertising

A
Display advertising
Reading notice(advertorial) 
Classified advertising
Public notices
Preprinted inserts
Home deliver bag ads