 |
| 1 | |
Fitness, American Rifleman, and Paintball Sports magazines are all examples of _____ magazines because they are purchased by the general public for information and/or entertainment. |
| | A) | Consumer |
| | B) | Trade |
| | C) | sphere-of-influence |
| | D) | Focused |
| | E) | product-oriented |
|
|
|
| 2 | |
The target marketing for Street and Smith's Sports Business Journal is limited to professionals involved in different facets of sports marketing, such as public relations. It is only available through the mail and arrives on a weekly basis. This publication would be classified as: |
| | A) | a trade magazine |
| | B) | a consumer magazine |
| | C) | a bimonthly publication |
| | D) | an industrial magazine |
| | E) | none of the above |
|
|
|
| 3 | |
In a full-page ad for Vaseline Intensive Care lotion, there is a picture of a woman in a strapless gown with the slogan, "Why should your face get all the good stuff?" The ad extends to the end of the page with no white margins. This ad uses a: |
| | A) | bleed page |
| | B) | Printacular |
| | C) | Gatefold |
| | D) | page manipulator |
| | E) | premium size ad |
|
|
|
| 4 | |
Deborah subscribes to American Crafts, 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. The way Deborah uses this publication demonstrates which advantage of magazines as an advertising medium? |
| | A) | geographic selectivity |
| | B) | creative flexibility |
| | C) | Prestige |
| | D) | Permanence |
| | E) | Services |
|
|
|
| 5 | |
When an advertiser uses a split run, it is taking advantage of which benefit offered by magazines? |
| | A) | Permanence |
| | B) | Services |
| | C) | reproduction quality |
| | D) | consumer receptivity |
| | E) | Prestige |
|
|
|
| 6 | |
A small company is marketing a line of fluorescent-colored duct tape. It wants to target skateboarders because duct tape is a popular way of repairing battered boards. The company also thinks its product has value to crafters as decorative trim. Furthermore, it sees do-it-yourselfers as a third market for the tape. Which of the following techniques could it use to most efficiently market its tape? |
| | A) | make three separate purchases of ads in the three leading magazines targeted to each group |
| | B) | use promotional bundling |
| | C) | find an appropriate first-run syndication show |
| | D) | use a magazine network |
| | E) | create a direct marketing piece designed specifically for each of its target markets. |
|
|
|
| 7 | |
An insert in a Fortune magazine was printed with the question, "Leah Perlemen, how would you like to have 100,000 Delta Sky Miles?" The magazine's subscriber (Leah Perleman) knows the insert was personalized using a technique called: |
| | A) | ink-jet imaging |
| | B) | secondary binding |
| | C) | cross media binding |
| | D) | database mining |
| | E) | desk top publishing |
|
|
|
| 8 | |
How would you classify newspapers that are published at colleges and universities to provide news, information, and differing opinions to the student body and staff? |
| | A) | as news supplements |
| | B) | as daily newspapers |
| | C) | as consumer newspapers |
| | D) | as geodemographic newspapers |
| | E) | as special-audience newspapers |
|
|
|
| 9 | |
The major types of newspaper advertising are: |
| | A) | general-audience and special audience |
| | B) | business-to-business and business-to-consumer |
| | C) | display and classified |
| | D) | retail and classified |
| | E) | single spots and multiple packages |
|
|
|
| 10 | |
In most areas of the country, at least 50 percent of the households read a daily newspaper. Which advantage of newspapers as an advertising medium does this fact describe? |
| | A) | long life span |
| | B) | Flexibility |
| | C) | high quality reproduction capabilities |
| | D) | extensive penetration |
| | E) | demographic selectivity |
|
|
|
| 11 | |
For newspapers, the _____zone is the market outside the city zone whose residents regularly trade with merchants in the city zone. |
| | A) | metropolitan statistical activity (MSA) |
| | B) | retail trading |
| | C) | consolidated market of sales activity (CMSA) |
| | D) | marketing/selling activity (MSA) |
| | E) | Suburban |
|
|
|
| 12 | |
To make newspapers more comparable to other media that sell space and time, the newspaper industry uses _____ to determine advertising rates. |
| | A) | standard advertising units (SAUs) |
| | B) | flat rates |
| | C) | media comparative rates |
| | D) | standardized ad sizes |
| | E) | open rates |
|
|
|
| 13 | |
Which of the following statements about how newspapers are attracting and retaining readers is true? |
| | A) | Marketers expect the growth of Internet usage to increase newspaper readership. |
| | B) | A recent study found that newspaper readership is high among teens. |
| | C) | One positive trend is the increase in newspaper readership among women and young adults. |
| | D) | The percentage of U.S. households that receive a daily newspaper has increased by 20 percent since 1980. |
| | E) | All of the above statements about how newspapers are attracting and retaining readers are true. |
|
|
.