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Chapter 12: Test 2
Terms in this set (16)
Which of the following is true of consumer magazines?
They are bought by the general public
Deborah subscribes to Adroit Artistry, a magazine that provides instructions on crafts such as soap making, tatting, and cane weaving. She saves every issue and often uses them as reference material. Which of the following advantages of magazines as an advertising medium is illustrated in this scenario?
Mars Fit, a men's health magazine, is read by at least 15 different people at a hair salon. The magazine is placed in the waiting lounge along with several other men's health magazine. Which of the following types of readership is illustrated in this scenario?
Which of the following is a characteristic of newspapers?
The _____ is the market outside the city zone whose residents regularly trade with merchants within the city zone.
retail trading zone
To make newspapers more comparable to other media that sell space and time, the newspaper industry uses _____ to determine advertising rates.
standard advertising units
Which of the following statements about magazines as an advertising medium is true?
Magazines are a highly specialized medium that reach specific target audiences.
Newspapers and magazines are referred to as high-involvement media.
Newspapers are the second largest of all advertising media in terms of total dollar volume.
Rolex Watches 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?
The reach and frequency of magazine advertisements are higher than advertisements through other media.
Which of the following is true of newspapers as an advertising medium?
They offer high market penetration and coverage.
Which of the following statements best explains the reason that consumers are more receptive to magazine advertising than to television advertising?
Consumers become involved with magazines when they read them and are more likely to find ads acceptable or even enjoyable.
Which of the following statements is true about clutter in magazine advertising?
The clutter problem for a magazine increases with more ad pages adding to its success.
Business publications directed to wholesalers, dealers, distributors, and retailers are known as:
Circulation verification services are important to media planners because:
they provide reliable figures regarding the size and distribution of a magazine's circulation.
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