Question 1

______ provides media planners with reliable figures about the size and distribution of a magazine's circulation that helps the planners evaluate its worth as a media vehicle.

Accepted Answer

A)  Simmons Market Research Bureau
B)  Standard Rate and Data Service
C)  A circulation verification service
D)  Mediamark Research,Inc.
E)  None of the aboveF) C) and E)
G) B) and D)

Question 2

Magazines like Los Angeles Magazine and Denver are categorized as:

Accepted Answer

A)  demographic publications
B)  promotional publications
C)  corporate magazines
D)  public relations magazines
E)  none of the aboveF) C) and D)
G) D) and E)

Question 3

_____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine.

Accepted Answer

A)  Ink-jet imaging
B)  Selective binding
C)  Cross media binding
D)  Controlled circulation
E)  Desk top publishingF) A) and D)
G) B) and E)

Question 4

Cal O'Hanlon,an avid skier,takes a weeklong ski vacation every winter.To help plan his vacation,O'Hanlon keeps all of the past issues of Skiing magazine he has received so he can consult them as he makes his selection of a ski resort.O'Hanlon 's use of the magazines in this way demonstrates which advantage of magazines as an advertising medium?

Accepted Answer

A)  geographic selectivity
B)  creative flexibility
C)  prestige
D)  permanence
E)  servicesF) A) and E)
G) A) and D)

Question 5

A major problem for publishers of teen and young women's magazines is these consumers are:

Accepted Answer

A)  becoming more financially savvy and demanding upscale advertising
B)  gravitating toward more mature magazines such as Martha Stewart's World
C)  so concerned about economic conditions that they are drastically reducing their spending
D)  refocusing their attention on social media such as MySpace and Facebook.
E)  too often working multiple jobs with little time to read F) A) and D)
G) C) and D)

Question 6

The "church and state" division in magazines refers to:

Accepted Answer

A)  the conflict between the marketing and advertising divisions in a magazine publishing business
B)  the separation of content from advertising
C)  infomercials
D)  government pressures to separate church and state
E)  the pressure from religious groups to make magazines conform to their moral concepts F) All of the above
G) C) and D)

Question 7

One of the primary advantages of using magazines as an advertising medium is their:

Accepted Answer

A)  selectivity
B)  low clutter level
C)  limited reach and frequency
D)  low absolute costs
E)  long lead timeF) B) and E)
G) A) and D)

Question 8

The fact that most magazines are published for special-interest groups gives them a high degree of:

Accepted Answer

A)  permanence
B)  flexibility
C)  selectivity
D)  reach
E)  clutterF) B) and C)
G) A) and E)

Question 9

Major retailers are interested in advertising in college newspapers because:

Accepted Answer

A)  college students are intellectually stimulated by the diversity of advertising that appears in college newspapers
B)  these publications contain no advertising
C)  it is a way to reach a coveted but elusive target market
D)  print media is more effective than electronic media in meeting all target markets including college students
E)  government regulations offer subsidies for advertising in these not-for-profit newspapers F) A) and B)
G) None of the above

Question 10

One of the greatest limitations of newspapers as an advertising medium is _____ due to the coarse paper stock used in printing most newspapers.

Accepted Answer

A)  its pass-along readership
B)  the lack of reader interest and involvement
C)  consumer distrust of newspapers as a credible source
D)  its lack of geographic selectivity
E)  its poor reproduction qualityF) All of the above
G) A) and B)

Question 11

_____ classifies magazines into three major categories and is the primary reference source for media planners.

Accepted Answer

A)  Standard Rate and Data Service (SRDS) 
B)  Simmons Market Research Bureau
C)  Audit Bureau of Circulations
D)  Media Mark Research, Inc.
E)  A.C.Nielsen Co.F) A) and C)
G) B) and C)

Question 12

The cost of advertising space in magazines is primarily a function of:

Accepted Answer

A)  the size of the ad
B)  the ad's position in the magazine
C)  the frequency of ad insertions
D)  the circulation of the publication
E)  whether color is used in the adF) A) and E)
G) C) and D)

Question 13

Which of the following statements about the reach and frequency of consumer magazines is true?

Accepted Answer

A)  Popular consumer magazines have broad reach and frequency.
B)  While a high percentage of adults in the U.S.read one or more magazines,the percentage reading any individual publication is quite low.
C)  Using multiple ads in the same issue of a magazine is a viable way of increasing the reach of the publication.
D)  Advertisers seeking broad reach through the use of magazines cannot accomplish this goal by making media buys in a number of different publications.
E)  All of the above statements about the reach and frequency of consumer magazines are true.F) B) and D)
G) D) and E)

Question 14

Automobile,electronics and insurance companies are all heavy advertisers in college newspapers because:

Accepted Answer

A)  there are many first-time buyers of these products and services among college students
B)  women are more approachable than men using college media advertising
C)  many communities have banned outdoor advertising in areas adjacent to colleges
D)  cross-media advertising works best when preferred position rates are maximized in college media
E)  college students are a major source of pass-along readership F) B) and C)
G) A) and D)

Question 15

Magazines try to improve their position and become more appealing to marketers by:

Accepted Answer

A)  developing stronger editorial platforms that appeal to changing interests,lifestyles,and demographics
B)  improving the quality of their circulation bases even if it means a reduction in subscribers
C)  offering more cross-magazine and cross-media advertising packages
D)  offering new technologies to better target consumers and make ads more interesting and attention getting
E)  doing all of the aboveF) A) and D)
G) B) and D)

Question 16

_____ is the number of magazine copies distributed to original subscribers or purchasers.

Accepted Answer

A)  Primary circulation
B)  Total circulation
C)  Primary readership
D)  Guaranteed circulation
E)  Basic readershipF) A) and B)
G) A) and C)

Question 17

Aprilee Lindsey read the April issue of Farm Journal magazine when she visited her parents in North Dakota and was entranced with an ad for John Deere garden tractors,which featured toddlers dressed in overalls and straw hats.When she got home to Alabama and looked for the same ad in her April issue of Farm Journal,she found the ad for John Deere Garden tractors.This ad listed 25 reasons for buying a John Deere brand tractor and had no illustration.What is the simplest explanation for finding two completely different ads in the same issue of a magazine?

Accepted Answer

A)  The magazine is a regional publication.
B)  The magazine uses demographics such as educational levels to target its reading audience.
C)  John Deere purchased a split run.
D)  John Deere could only afford a printacular ad in a portion of the market reached by the magazine.
E)  John Deere was taking part in a Gallup Robinson impact test.F) A) and B)
G) A) and C)

Question 18

An advertiser preparing to run a large ad in a weekly newspaper needs to know that _____ can be a disadvantage associated with the selection of newspapers as the media vehicle.

Accepted Answer

A)  poor reproduction quality
B)  lack of demographic selectivity
C)  clutter
D)  short life span
E)  all of the aboveF) A) and B)
G) B) and D)

Question 19

Which of the following is an example of special services offered by newspapers?

Accepted Answer

A)  merchandising programs to help make the trade aware of a company's products
B)  complete in-house advertising agency competitive with many of the finest agencies in the U.S.
C)  high reproduction quality
D)  circulation verification
E)  all of the aboveF) A) and C)
G) A) and E)

Question 20

_____ newspapers originate in small towns or suburbs and usually focus on news,sports and events relevant to a local area or community.

Accepted Answer

A)  Daily
B)  Weekly
C)  Local
D)  Regional
E)  Special-audienceF) D) and E)
G) A) and E)

Exam 12: Evaluation of Print Media

Correct Answer
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Correct Answer
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An advertiser preparing to run a large ad in a weekly newspaper needs to know that _____ can be a disadvantage associated with the selection of newspapers as the media vehicle.

Correct Answer
verified

One of the greatest limitations of newspapers as an advertising medium is _____ due to the coarse paper stock used in printing most newspapers.

Correct Answer
verified

A major problem for publishers of teen and young women's magazines is these consumers are:

Correct Answer
verified

The fact that most magazines are published for special-interest groups gives them a high degree of:

Correct Answer
verified

Which of the following is an example of special services offered by newspapers?

Correct Answer
verified

_____ newspapers originate in small towns or suburbs and usually focus on news,sports and events relevant to a local area or community.

Correct Answer
verified

Major retailers are interested in advertising in college newspapers because:

Correct Answer
verified

Magazines try to improve their position and become more appealing to marketers by:

Correct Answer
verified

Which of the following statements about the reach and frequency of consumer magazines is true?

Correct Answer
verified

_____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine.

Correct Answer
verified

One of the primary advantages of using magazines as an advertising medium is their:

Correct Answer
verified

Magazines like Los Angeles Magazine and Denver are categorized as:

Correct Answer
verified

Automobile,electronics and insurance companies are all heavy advertisers in college newspapers because:

Correct Answer
verified

_____ classifies magazines into three major categories and is the primary reference source for media planners.

Correct Answer
verified

______ provides media planners with reliable figures about the size and distribution of a magazine's circulation that helps the planners evaluate its worth as a media vehicle.

Correct Answer
verified

The "church and state" division in magazines refers to:

Correct Answer
verified

The cost of advertising space in magazines is primarily a function of:

Correct Answer
verified

_____ is the number of magazine copies distributed to original subscribers or purchasers.

Correct Answer
verified

Exam 12: Evaluation of Print Media

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

An advertiser preparing to run a large ad in a weekly newspaper needs to know that _____ can be a disadvantage associated with the selection of newspapers as the media vehicle.

Correct AnswerverifiedShow Answer

One of the greatest limitations of newspapers as an advertising medium is _____ due to the coarse paper stock used in printing most newspapers.

Correct AnswerverifiedShow Answer

A major problem for publishers of teen and young women's magazines is these consumers are:

Correct AnswerverifiedShow Answer

The fact that most magazines are published for special-interest groups gives them a high degree of:

Correct AnswerverifiedShow Answer

Which of the following is an example of special services offered by newspapers?

Correct AnswerverifiedShow Answer

_____ newspapers originate in small towns or suburbs and usually focus on news,sports and events relevant to a local area or community.

Correct AnswerverifiedShow Answer

Major retailers are interested in advertising in college newspapers because:

Correct AnswerverifiedShow Answer

Magazines try to improve their position and become more appealing to marketers by:

Correct AnswerverifiedShow Answer

Which of the following statements about the reach and frequency of consumer magazines is true?

Correct AnswerverifiedShow Answer

_____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine.

Correct AnswerverifiedShow Answer

One of the primary advantages of using magazines as an advertising medium is their:

Correct AnswerverifiedShow Answer

Magazines like Los Angeles Magazine and Denver are categorized as:

Correct AnswerverifiedShow Answer

Automobile,electronics and insurance companies are all heavy advertisers in college newspapers because:

Correct AnswerverifiedShow Answer

_____ classifies magazines into three major categories and is the primary reference source for media planners.

Correct AnswerverifiedShow Answer

______ provides media planners with reliable figures about the size and distribution of a magazine's circulation that helps the planners evaluate its worth as a media vehicle.

Correct AnswerverifiedShow Answer

The "church and state" division in magazines refers to:

Correct AnswerverifiedShow Answer

The cost of advertising space in magazines is primarily a function of:

Correct AnswerverifiedShow Answer

_____ is the number of magazine copies distributed to original subscribers or purchasers.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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