Question 1

Raiment Inc. manufactures sewing machines. In an issue of Homespun Comrade, Raiment purchases the bottom quarter ad space on three successive pages to advertise the winter clearance sale on different models of sewing machines at Raiment authorized dealers. Raiment is using _____ to attract readers' attention.

Accepted Answer

A)  gatefolds
B)  bleed pages
C)  creative space buys
D)  overruns
E)  total page ads

Question 2

Many papers include magazine-type supplements, primarily in their Sunday editions.

Accepted Answer

A) True 
 B)False

Question 3

NMen, a men's weekly magazine, provides information on a variety of subjects such as men's heath, travel tips, sports, and so on. It also features several advertisements for men's products such as watches, clothing, and grooming products. NMen is likely to be an example of a:

Accepted Answer

A)  consumer magazine.
B)  trade magazine.
C)  farm publication.
D)  business publication.
E)  niche publication.

Question 4

Which of the following is true of newspapers as an advertising medium?

Accepted Answer

A)  They do not enable marketers to use geographic selectivity.
B)  They are generally considered to have better reproductive quality than magazines.
C)  They offer high market penetration and coverage.
D)  They offer limited flexibility to advertisers.
E)  They typically have a long life-span.

Question 5

The use of a third page that folds out to create an extra-large advertising spread in a magazine is called a(n) :

Accepted Answer

A)  bleed page.
B)  printacular.
C)  gatefold.
D)  stock card fold.
E)  overrun fold.

Question 6

If a promoter of a boxing match wants to place an ad in the sports section of a newspaper, the promoter is likely to pay a(n)  _____ rate.

Accepted Answer

A)  flat
B)  run of paper
C)  preferred position
D)  agate
E)  SAU

Question 7

Ads in magazines that utilize pop-ups, heavy inserts, talking ads, or other distractions to attract readers' attention are sometimes referred to as:

Accepted Answer

A)  multisensory ads.
B)  enhanced advertising pages.
C)  printaculars.
D)  fine-tuned sensory interceptors (FSIs) .
E)  distracters.

Question 8

Pluto Inc. prepares two magazine ads with slight regional variations. The ads are set to be launched in alternate copies of a particular issue. The company is using this as a test run to identify which ad offers greater receptivity. In this scenario, Pluto is using _____.

Accepted Answer

A)  ink-jet binding
B)  selective binding
C)  printaculars
D)  split runs
E)  bleed runs

Question 9

According to Standard Rate and Data Service (SRDS) , magazines can be classified as:

Accepted Answer

A)  consumer, health care, and business publications.
B)  regional, national, and international publications.
C)  agrarian, industrial, and specialized publications.
D)  general, specialized, and niche publications.
E)  affective, behavioral, and cognitive publications.

Question 10

Which of the following statements is true about newspaper supplements?

Accepted Answer

A)  They are avoided by most national advertisers because they generate high clutter.
B)  They are generally considered unsuitable for national advertising due to their high cost.
C)  They are similar to national magazines and carry national and regional ads in four-color reproduction quality.
D)  They appeal to advertisers who are not concerned about reproduction quality and who prefer to use black and white ads.
E)  They are a separate category of newspapers along with daily, weekly, and national newspapers.

Question 11

Chris O'Brian, an avid skier, takes a weeklong ski vacation every winter. To help plan his vacation, O'Brian consults all of the past issues of Scend magazine, a publication on adventure sports destinations. Which of the following advantages of magazines as an advertising medium is demonstrated in the way O'Brian's uses this publication?

Accepted Answer

A)  Services
B)  Permanence
C)  Prestige
D)  Creative flexibility
E)  Geographic selectivity

Question 12

_____ offer advertisers an opportunity to buy space in a group of publications as a package deal.

Accepted Answer

A)  Cross-media organizations
B)  Magazine networks
C)  Publication verification networks
D)  Magazine blocks
E)  Print networks

Question 13

Although TV accounts for the largest dollar amount of advertising expenditures among national advertisers, more companies advertise in magazines than in any other medium.

Accepted Answer

A) True 
 B)False

Question 14

Gatefolds, bleed pages, inserts, and creative space buys are ways of increasing:

Accepted Answer

A)  the cost efficiency of magazines.
B)  the geographic flexibility of magazines.
C)  the selectivity of magazines.
D)  the creative appeal of magazine ads.
E)  the selective binding ability of a magazinE.Some magazines offer (often at extra charge)  a variety of special options that can enhance the creative appeal of an ad and increase attention and readership.Examples include gatefolds, bleed pages, inserts, and creative space buys.

Question 15

Which of the following is a disadvantage inherent in advertising in magazines?

Accepted Answer

A)  Creative inflexibility
B)  Lack of demographic selectivity
C)  Poor reproduction quality
D)  Long lead times
E)  Low publication prestige

Question 16

Basic rates quoted by a newspaper that call for an ad to be placed on any page or in any position desired by the paper are known as _____ rates.

Accepted Answer

A)  preferred position
B)  open
C)  flat
D)  run of paper
E)  combination

Question 17

_____ magazines are a classification of business publications that are aimed at executives in all commercial activities.

Accepted Answer

A)  General business
B)  Trade
C)  Professional
D)  Industrial
E)  Niche

Question 18

Using multiple ads in the same issue:

Accepted Answer

A)  is relatively less expensive than ink-jet imaging.
B)  is considered to be an inefficient way to build frequency.
C)  is referred to as the process of selective binding.
D)  is the most popular method for obtaining greater reach.
E)  is known as split running.

Question 19

_____ is a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence.

Accepted Answer

A)  Split running
B)  Overrunning
C)  Gatefolding
D)  Ink-jetting
E)  Selective binding

Question 20

CL Inc. runs a series of product ads in a popular magazine. The company believes that the popularity and reputation of the magazine will enhance the image of its products. Which of the following distinct positive features of magazines is the company trying to utilize in this scenario?

Accepted Answer

A)  Geographic selectivity
B)  Creative flexibility
C)  Prestige
D)  Permanence
E)  Costs

Exam 12: Evaluation of Media: Magazines and Newspapers

Basic rates quoted by a newspaper that call for an ad to be placed on any page or in any position desired by the paper are known as _____ rates.

Correct Answer
verified

CL Inc. runs a series of product ads in a popular magazine. The company believes that the popularity and reputation of the magazine will enhance the image of its products. Which of the following distinct positive features of magazines is the company trying to utilize in this scenario?

Correct Answer
verified

_____ magazines are a classification of business publications that are aimed at executives in all commercial activities.

Correct Answer
verified

Correct Answer
verified

Which of the following statements is true about newspaper supplements?

Correct Answer
verified

Which of the following is a disadvantage inherent in advertising in magazines?

Correct Answer
verified

Which of the following is true of newspapers as an advertising medium?

Correct Answer
verified

Correct Answer
verified

If a promoter of a boxing match wants to place an ad in the sports section of a newspaper, the promoter is likely to pay a(n) _____ rate.

Correct Answer
verified

_____ is a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence.

Correct Answer
verified

Pluto Inc. prepares two magazine ads with slight regional variations. The ads are set to be launched in alternate copies of a particular issue. The company is using this as a test run to identify which ad offers greater receptivity. In this scenario, Pluto is using _____.

Correct Answer
verified

Many papers include magazine-type supplements, primarily in their Sunday editions.

Correct Answer
verified

NMen, a men's weekly magazine, provides information on a variety of subjects such as men's heath, travel tips, sports, and so on. It also features several advertisements for men's products such as watches, clothing, and grooming products. NMen is likely to be an example of a:

Correct Answer
verified

Gatefolds, bleed pages, inserts, and creative space buys are ways of increasing:

Correct Answer
verified

Ads in magazines that utilize pop-ups, heavy inserts, talking ads, or other distractions to attract readers' attention are sometimes referred to as:

Correct Answer
verified

Using multiple ads in the same issue:

Correct Answer
verified

The use of a third page that folds out to create an extra-large advertising spread in a magazine is called a(n) :

Correct Answer
verified

_____ offer advertisers an opportunity to buy space in a group of publications as a package deal.

Correct Answer
verified

According to Standard Rate and Data Service (SRDS) , magazines can be classified as:

Correct Answer
verified

Although TV accounts for the largest dollar amount of advertising expenditures among national advertisers, more companies advertise in magazines than in any other medium.

Correct Answer
verified

Exam 12: Evaluation of Media: Magazines and Newspapers

Basic rates quoted by a newspaper that call for an ad to be placed on any page or in any position desired by the paper are known as _____ rates.

Correct AnswerverifiedShow Answer

CL Inc. runs a series of product ads in a popular magazine. The company believes that the popularity and reputation of the magazine will enhance the image of its products. Which of the following distinct positive features of magazines is the company trying to utilize in this scenario?

Correct AnswerverifiedShow Answer

_____ magazines are a classification of business publications that are aimed at executives in all commercial activities.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements is true about newspaper supplements?

Correct AnswerverifiedShow Answer

Which of the following is a disadvantage inherent in advertising in magazines?

Correct AnswerverifiedShow Answer

Which of the following is true of newspapers as an advertising medium?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

If a promoter of a boxing match wants to place an ad in the sports section of a newspaper, the promoter is likely to pay a(n) _____ rate.

Correct AnswerverifiedShow Answer

_____ is a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence.

Correct AnswerverifiedShow Answer

Pluto Inc. prepares two magazine ads with slight regional variations. The ads are set to be launched in alternate copies of a particular issue. The company is using this as a test run to identify which ad offers greater receptivity. In this scenario, Pluto is using _____.

Correct AnswerverifiedShow Answer

Many papers include magazine-type supplements, primarily in their Sunday editions.

Correct AnswerverifiedShow Answer

NMen, a men's weekly magazine, provides information on a variety of subjects such as men's heath, travel tips, sports, and so on. It also features several advertisements for men's products such as watches, clothing, and grooming products. NMen is likely to be an example of a:

Correct AnswerverifiedShow Answer

Gatefolds, bleed pages, inserts, and creative space buys are ways of increasing:

Correct AnswerverifiedShow Answer

Ads in magazines that utilize pop-ups, heavy inserts, talking ads, or other distractions to attract readers' attention are sometimes referred to as:

Correct AnswerverifiedShow Answer

Using multiple ads in the same issue:

Correct AnswerverifiedShow Answer

The use of a third page that folds out to create an extra-large advertising spread in a magazine is called a(n) :

Correct AnswerverifiedShow Answer

_____ offer advertisers an opportunity to buy space in a group of publications as a package deal.

Correct AnswerverifiedShow Answer

According to Standard Rate and Data Service (SRDS) , magazines can be classified as:

Correct AnswerverifiedShow Answer

Although TV accounts for the largest dollar amount of advertising expenditures among national advertisers, more companies advertise in magazines than in any other medium.

Correct AnswerverifiedShow Answer

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