Question 1

An advertiser wishes to place an ad in a particular section of the paper. To ensure this, the advertiser will need to pay a(n)  _____ rate.

Accepted Answer

A)  combination
B)  short
C)  preferred-position
D)  earned
E)  run-of-paper advertisingF) B) and D)
G) A) and E)

Question 2

_____ editions of magazines reach readers who share traits such as age, income level, or professional status.

Accepted Answer

A)  Horizontal
B)  Demographic
C)  Industrial
D)  Trade
E)  GeographicF) D) and E)
G) A) and B)

Question 3

In terms of advertising volume, newspapers are now the largest medium in the United States.

Accepted Answer

A) True 
 B)False

Question 4

The rate card for a magazine mentioned that the one-time cost for a full-page black-and-white ad was $795. The magazine had a total circulation of 15,000. Calculate the magazine's cost per thousand (CPM) .

Accepted Answer

A)  $0.053
B)  $11.93
C)  $188.87
D)  $53.00
E)  $1.89F) All of the above
G) B) and C)

Question 5

_____ discounts are based on the number of ad insertions in a magazine, usually within a year.

Accepted Answer

A)  Frequency
B)  Trade
C)  Season
D)  Presentation
E)  NonprofitF) C) and E)
G) A) and D)

Question 6

In a newspaper, the preferred position horizontally across the bottom of the page is known as full position.

Accepted Answer

A) True 
 B)False

Question 7

One of the advantages of using newspapers as the advertising medium of choice is that geographic selectivity is possible with zoned editions for specific neighborhoods or communities.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following describes a situation when an advertiser would be charged a short rate?

Accepted Answer

A)  If the advertiser requests its ads to be placed in a particular section of the newspaper
B)  If the advertiser contracts to buy space for a one-year period at a discount and fails to buy it
C)  If the ad is not ready by the closing date
D)  If the advertiser wants to place a classified display ad
E)  If the advertiser wants to use a preprinted insert in addition to a display adF) B) and C)
G) A) and C)

Question 9

In terms of the classification of business publications based on readership, _____ publications deal with a particular job function across a variety of industries.

Accepted Answer

A)  vertical
B)  horizontal
C)  primary
D)  secondary
E)  pass-alongF) C) and E)
G) B) and E)

Question 10

Which of the following statements concerning split runs is true?

Accepted Answer

A)  They are offered only by newspapers.
B)  They enable advertisers to test the pulling power of different ads.
C)  The notion behind using a split run is to include as many variables as possible.
D)  Newspapers typically charge less for this service.
E)  The advertiser runs two ads of identical size and content in the same press run.F) A) and D)
G) A) and E)

Question 11

An island half is an insert whose paper is so wide that the extreme left and right sides have to be folded into the center to match the size of the other pages.

Accepted Answer

A) True 
 B)False

Question 12

What are combination rates?

Accepted Answer

Combination rates are often available fo...

Question 13

Which of the following statements concerning magazine advertising is true?

Accepted Answer

A)  It provides flexibility in both readership and advertising.
B)  It enables avast geographic coverage.
C)  The cost per thousand (CPM)  is low in magazine advertising.
D)  Magazine ads lack authority and believability.
E)  Lead time for ad insertion is short.F) C) and E)
G) B) and D)

Question 14

Which of the following refers to a thorough analysis of the circulation procedures, outlets of distribution, readers, and other factors by companies such as ABC?

Accepted Answer

A)  Circulation audit
B)  Secondary readership
C)  Guaranteed circulation
D)  Primary circulation
E)  Rate base Publishers pay thousands of dollars each year for a circulation audit-a thorough analysis of the circulation procedures, outlets of distribution, readers, and other factors-by companies such as ABC.F) A) and D)
G) A) and C)

Question 15

Magazines allow an advertiser to reach a particular target audience with a high-quality presentation.

Accepted Answer

A) True 
 B)False

Question 16

When a newspaper creates ad copy and art, it gives the advertiser a tearsheet to check.

Accepted Answer

A) True 
 B)False

Question 17

Whether at home or abroad, advertisers must study the audience and remember the basics of print advertising.

Accepted Answer

A) True 
 B)False

Question 18

In terms of the classification of business publications based on readership, a(n)  _____ covers a specific industry in all its aspects.

Accepted Answer

A)  base publication
B)  integrated publication
C)  vertical publication
D)  primary publication
E)  secondary publicationF) B) and D)
G) B) and C)

Question 19

Which of the following statements about media buyers is true?

Accepted Answer

A)  Media buyers do not specialize in any medium in order to be flexible
B)  Media buyer refers to a person in charge of negotiating and contracting with the media.
C)  The degree of specialization of a media buyer depends solely on the size of the advertiser.
D)  Media buyers of small advertising agencies tend to specialize in a particular medium to increase their profits.
E)  The knowledge of reading rate cards and analyzing circulation is not required for media buyers.F) A) and C)
G) A) and B)

Question 20

Which of the following is true of weekly newspapers?

Accepted Answer

A)  They usually serve national consumers rather than local consumers.
B)  They tend to have a larger male readership than daily newspapers.
C)  They emphasize local news and advertising.
D)  They have a significantly lower CPM than daily newspapers.
E)  They do not charge premium rates.F) A) and B)
G) C) and E)

Exam 13: Using Print Media

In terms of the classification of business publications based on readership, a(n) _____ covers a specific industry in all its aspects.

Correct AnswerverifiedShow Answer

Whether at home or abroad, advertisers must study the audience and remember the basics of print advertising.

Correct AnswerverifiedShow Answer

In terms of the classification of business publications based on readership, _____ publications deal with a particular job function across a variety of industries.

Correct AnswerverifiedShow Answer

Magazines allow an advertiser to reach a particular target audience with a high-quality presentation.

Correct AnswerverifiedShow Answer

_____ editions of magazines reach readers who share traits such as age, income level, or professional status.

Correct AnswerverifiedShow Answer

When a newspaper creates ad copy and art, it gives the advertiser a tearsheet to check.

Correct AnswerverifiedShow Answer

What are combination rates?

Correct AnswerverifiedCombination rates are often available fo...View AnswerShow Answer

One of the advantages of using newspapers as the advertising medium of choice is that geographic selectivity is possible with zoned editions for specific neighborhoods or communities.

Correct AnswerverifiedShow Answer

_____ discounts are based on the number of ad insertions in a magazine, usually within a year.

Correct AnswerverifiedShow Answer

In a newspaper, the preferred position horizontally across the bottom of the page is known as full position.

Correct AnswerverifiedShow Answer

Which of the following statements concerning magazine advertising is true?

Correct AnswerverifiedShow Answer

An island half is an insert whose paper is so wide that the extreme left and right sides have to be folded into the center to match the size of the other pages.

Correct AnswerverifiedShow Answer

The rate card for a magazine mentioned that the one-time cost for a full-page black-and-white ad was $795. The magazine had a total circulation of 15,000. Calculate the magazine's cost per thousand (CPM) .

Correct AnswerverifiedShow Answer

An advertiser wishes to place an ad in a particular section of the paper. To ensure this, the advertiser will need to pay a(n) _____ rate.

Correct AnswerverifiedShow Answer

Which of the following refers to a thorough analysis of the circulation procedures, outlets of distribution, readers, and other factors by companies such as ABC?

Correct AnswerverifiedShow Answer

Which of the following statements about media buyers is true?

Correct AnswerverifiedShow Answer

In terms of advertising volume, newspapers are now the largest medium in the United States.

Correct AnswerverifiedShow Answer

Which of the following statements concerning split runs is true?

Correct AnswerverifiedShow Answer

Which of the following is true of weekly newspapers?

Correct AnswerverifiedShow Answer

Which of the following describes a situation when an advertiser would be charged a short rate?

Correct AnswerverifiedShow Answer

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Combination rates are often available fo...
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