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Promotion and Advertising / Chapter 12

Terms in this set (108)

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A characteristic of newspapers and magazines is that they ______.
A characteristic of newspapers and magazines is that they ______.
Consumer magazines are ideal for marketers who wish to target ______.
general users of products and services
Identify the magazine aimed at agricultural areas such as crop cultivation, poultry, and/or cattle raising.
Farm publication
Identify the magazine directed at specific industries or occupations.
Business publication
Identify the most selective advertising medium after direct mail.
Magazines
A difference between broadcast media and print media is that ______.
readers can process information provided by print media at their own pace
Which of the following advertising examples would benefit most from the reproduction quality of magazines?
An ad for a cosmetic company's new line of vibrant eye shadows
Which of the following magazines are purchased by the general population for information and entertainment?
Consumer magazines
Which of the following is an advantage of using magazines as an advertising medium?
They allow advertisers to be creative and enhance the appeal of an ad.
Identify a true statement about farm publications.
They are not classified with business publications.
Identify an accurate statement about gatefolds.
They are sold at a premium price.
Match the following types of business publications in the first column with their accurate descriptions in the second column.
Instructions
General business magazines - Magazines directed at executives in all areas of business

Health care magazines - Magazines directed at dental as well as medical and surgical areas

Trade magazines - Magazines directed at wholesalers, dealers, distributors, and retailers

Industrial magazines - Magazines directed at businesspeople in manufacturing and production
An advantage of using magazines as an advertising medium is the ability to reach a specific target audience, also known as ______.
selectivity
In a magazine, a(n) ______ enables an advertisement to extend all the way to the end of a page, with no margin of white space around the ad.
bleed page
One of the primary advantages of using magazines as an advertising medium is ______.
the superior reproduction quality of ads
Which of the following are various creative options advertisers can use for additional fees when advertising in magazines?
bleed pages

gatefolds
______ allow advertisers to use a third page that opens out and gives the advertisement an extra-large spread.
Gatefolds
Return cards, recipe booklets, coupons, records, and product samples are examples of ______ used in magazine advertising.
inserts
In magazine advertising, ______ allow advertisers to buy page units in particular combinations to increase the impact of their media budget.
creative space buys
Identify an accurate statement about bleed pages in magazine advertising.
They give ads the impression of being larger.
Using magazines as an advertising medium is advantageous for marketers because ______.
readers can refer to the ads multiple times
From a marketer's perspective, an advantage of advertising in magazines with a favorable image is that such magazines ______.
create a positive image of the advertised products and services
Identify the type of advertising media that consumers find least intrusive or disruptive.
Magazines
Aisha is reading a fashion magazine. She comes across an ad that includes a small sample of facial moisturizer. This is an example of a(n) ______.
insert
Identify a service provided by magazines in which two or more versions of an advertisement are printed in alternate copies of a particular issue of a magazine.
Split runs
A characteristic of creative space buys in magazines is that they ______.
offer advertisers flexibility in promoting their products
Identify an accurate statement about the costs of advertising in magazines.
The size of the target audience and the selectivity of the magazines influence the costs.
An advantage of magazine advertising is that magazines ______.
have a longer life span compared with newspapers
Which of the following statements about the reach and frequency of magazines are correct?
Magazines are published infrequently, which limits their advertising power.

Even popular magazines have low penetration of households compared to other media.
True or false: Readers' perceptions of a magazine are unlikely to be influenced by the type of ads that appear in that magazine.
False
Which of the following requires the most lead time for advertisers?
Magazines
Identify the advantages of magazine advertising. (Check all that apply.)
Consumer receptivity is higher in magazine advertising compared with broadcasting media.

Readers can control the rate and duration of their exposure to magazine advertisements.
Typically, the clutter problem in magazine advertising increases when a magazine ______.
becomes more successful
An advantage of magazine advertising is the ______.
additional services offered to advertisers
______ is the basis for a magazine's rate structure and is defined as the number of copies distributed to original subscribers or store purchasers.
Primary circulation
True or false: Advertisers must consider both the absolute cost and the relative cost of space in a magazine.
True
Why is information about the percentage of paid magazine issues of particular interest to advertisers?
They believe that people who pay for a magazine are more likely to read it.
In the context of magazine advertising, which of the following approaches used by advertisers is an inefficient way to build frequency and broaden reach?
Using multiple ads in the same issue of a publication
A disadvantage of magazine advertising is that ______.
advertisers must purchase space and prepare the ad well in advance of the actual publication date
Goran is reading a home and garden magazine. As he flips through the pages he notices that nearly half of the pages are ads. This is an example of ______.
clutter
When a subscriber or purchaser gives a magazine to another person or when a publication is read in doctors' waiting rooms or on airplanes, _____ readership occurs.
pass-along
Identify a true statement about publications that base their rates on guaranteed circulation.
Advertisers receive refunds from publications if the circulation falls below the guarantee.
Circulation verification services audit most major publications. For auditing purposes, a publisher sends copies of his or her magazine to individuals that the publisher believes can influence the company's purchases. This type of circulation is known as _____ circulation.
controlled
Assume that a magazine has an average circulation of 5 million and about 25 million total readership. Determine the number of readers per copy.
5
Identify the factors that influence the advertising rates of a magazine. (Check all that apply.)
The position of the ad in the magazine

The number and frequency of insertions

The size of the ad to be published

The selected edition of the magazine
Which of the following is a trait of magazine networks?
The network magazines usually share similar target readership.
A pass-along reader _____ than a primary in-home reader.
typically spends less time with a magazine
How can publishers make advertising in their magazines more appealing to marketers? (Check all that apply.)
By managing their circulation bases effectively

By creating better editorial content

By making their publications available online
Identify the form of advertising media that accounted for about 8 percent of total advertising spending in the United States in 2018.
Newspapers
By multiplying the readers per copy by the circulation of an average magazine issue, an advertiser can calculate the _____.
total audience of a magazine
Match the following advertising positions in magazines in the first column with their accurate names in the second column.
Instructions
Inside front - Second cover

Inside back - Third cover

Outside front - First cover

Outside back - Fourth cover
Which of the following forms of print media are published each weekday and deliver detailed coverage of news, events, and issues about the local area as well as national and world news, business news, sports, and other relevant information and entertainment?
Daily newspapers
With the help of _____, an advertiser can buy space in a group of publications as a package deal.
magazine networks
In order to attract more advertisers, magazine publishers should _____.
offer cross-magazine and media deals to advertisers
Newspapers are a form of ______ media.
print

digital
Identify the print media originating in small towns or suburbs that delivers news, sports, and events relevant to the local area and usually disregards national and world news, sports, and financial and business news.
Weekly newspapers
Typically, advertisers place greater value on the _____ reader.
primary in-home
Morning and evening publications are a classification of ______.
daily newspapers
Identify the publication that is delivered daily and whose editorial content has nationwide appeal.
A national newspaper
Identify an example of special-audience newspapers.
Newspapers that target health care professionals
Why do weekly newspapers appeal mainly to local advertisers? (Check all that apply.)
Because of their low absolute cost

Because of their geographic selectivity
Identify an accurate statement about newspaper supplements.
They are carried by a parent newspaper.
Identify the category of newspaper advertising that is found throughout a newspaper and uses illustrations, headlines, white space, and other visual devices in addition to the copy text.
Display advertising
National newspapers appeal primarily to which type of advertiser? (Check all that apply.)
Large national advertisers

Regional advertisers
An example of classified advertising includes ads for ______.
employment
Newspapers that publish distinctive editorial content for particular groups, including labor unions, professional organizations, and industries, are known as ______ newspapers.
special-audience
Newspaper ads that provide a variety of government and financial reports and notices and public notices in business and personal relationships are a part of ______.
special advertisements
Identify an accurate statement about preprinted inserts.
They do not appear in the newspaper itself.
Which of the following statements about newspaper supplements is true?
They carry both national and regional advertising.

They usually feature in Sunday editions.
Identify an advantage of using newspapers as an advertising medium.
They offer a high level of reach and frequency in a particular market.
Match the following types of display advertising in the first column with their accurate descriptions in the second column.
Instructions
Local advertising - Newspaper ads that are generally placed by retailers such as supermarkets

General advertising - Newspaper ads placed by marketers of branded products and designed to create and maintain demand
Typically, newspapers are valued by advertisers because they ______.
have short closing dates
______ includes ads that use small text and are arranged under subheads based on the product, service, or offering that is being advertised.
Classified advertising
A benefit of using newspapers as an advertising medium is that ______.
they can run ads in various sizes, shapes, and formats
An example of special advertisements in newspapers includes ads for ______.
government reports
After direct mail, ______ advertising offers the most geographic selectivity.
newspaper
Advertisements that are published by an advertiser and then delivered with a newspaper are known as ______.
preprinted inserts
From an advertiser's perspective, an advantage of newspapers is their ______.
high market coverage
Identify an accurate statement about newspapers as an advertising medium.
Readers have a high level of acceptance and involvement with newspaper ads.
A barista from Grind It Out, a local coffee shop, just won the national barista competition. Grind It Out wants to include this information in an ad. Which of the following would be the best option if Grind It Out wants the ad to go out as quickly as possible?
Daily newspaper
What is an advantage of newspaper advertising?
It offers an advertiser creative flexibility.
Identify an advantage of newspaper advertising.
It can concentrate on consumers in specific geographic areas.
A feature of newspaper advertising is that it ______.
is an important source of information for consumers
Which of the following is an advantage of using newspaper advertising?
Newspapers can offer special services to advertisers.
A disadvantage of using newspapers as an advertising medium is ______.
the poor reproduction quality of ads
A characteristic of newspapers as an advertising medium is that ______.
newspaper ads are unlikely to have impact beyond the day of publication
A limitation of newspaper advertising is that it cannot ______.
target customers based on their lifestyle characteristics
Which of the following are special services newspapers may offer to advertisers? (Check all that apply.)
Information about the local market

Art services to help create ads
An advertiser cannot depend on newspapers as an advertising medium if ______.
the advertised product has to be visually appealing
A limitation of using newspapers as an advertising medium is ______.
the problem of advertising clutter
Typically, newspapers as an advertising medium have ______.
a short life span
Identify a drawback of using newspapers as an advertising medium.
Advertisers cannot achieve demographic selectivity.
True or false: Media planners can use circulation figures to assess a newspaper's value, selectivity, and market coverage.
True
General advertising rates would apply to ______.
major automotive manufacturers
From an advertiser's perspective, what is a limitation of newspaper advertising?
Numerous ads must compete with each other for consumers' attention and interest.
Match the following rate structures used in newspaper advertising in the first column with their accurate descriptions in the second column.
Flat rates - A publisher does not offer any discount for quantity or repeated space buys.

Open-rates - A publisher offers discounts based on frequency or bulk purchases of space.

Preferred position rates - A publisher offers advertisers a specific section on a page at a higher price.

Combination rates - A publisher offers a discount for running the same ad in several newspapers.
Newspapers generate most of their advertising revenue from ______.
local advertisers
Match the following categories of newspaper circulation figures in the first column with their accurate descriptions in the second column.
City zone - Market area composed of the city where the paper is published and contiguous areas similar in character to the city.

Retail trading zone - Market outside the city zone whose residents regularly trade with merchants within the city zone
Advertising revenue in the newspaper industry has ______ over the past decade.
decreased
Match the types of newspaper rates in the first column with their accurate descriptions in the second column.
General advertising rates - Apply to display advertisers outside a newspaper's designated market area (DMA)

Retail advertising rates - Apply to advertisers that conduct business or sell goods or services within a newspaper's designated market area (DMA)
Which of the following are reasons newspaper readership has declined?
People don't have time to read newspapers.

Many now get their news from online resources.
______ indicates that a newspaper can place an advertisement on any page or in any position it desires.
Run of paper
Online versions of newspapers are the preferred mode of reading for ______.
younger consumers
How can newspaper publishers maintain their strong position as a dominant local advertising medium? (Check all that apply.)
By retaining existing subscribers rather than acquiring new ones

By developing strong relationships with their advertisers

By redesigning newspapers to make them easier and faster to read
Which of the following statements about competition the newspaper industry faces from other media for advertising revenue is true?
Newspapers face competition from traditional and digital media.
For newspaper advertisers, the most important market segment is ______.
women
To increase readership, newspaper publishers should ______.
offer online versions of their publications
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