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| 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.
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| | A) | consumer
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| | B) | trade
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| | C) | classified
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| | D) | focused
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| | E) | product-oriented
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| 2 | |
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:
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| | A) | bleed page.
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| | B) | printacular.
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| | C) | gatefold.
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| | D) | page manipulator.
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| | E) | premium size ad.
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| 3 | |
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 of the following advantages of magazines as an advertising medium?
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| | A) | Geographic selectivity
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| | B) | Creative flexibility
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| | C) | Prestige
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| | D) | Permanence
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| | E) | Services
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| 4 | |
When an advertiser uses a split run, it is taking advantage of which of the following benefits offered by magazines?
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| | A) | Permanence
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| | B) | Special Services
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| | C) | Reproduction quality
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| | D) | Consumer receptivity
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| | E) | Prestige
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| 5 | |
An insert in a Fortune magazine was printed with the question, "Leah Perleman, 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:
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| | A) | ink-jet imaging.
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| | B) | secondary binding.
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| | C) | cross media binding.
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| | D) | database mining.
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| | E) | desk top publishing.
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| 6 | |
The major types of newspaper advertising are:
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| | A) | general-audience and special audience.
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| | B) | business-to-business and business-to-consumer.
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| | C) | display and classified.
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| | D) | retail and classified.
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| | E) | single spots and multiple packages.
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| 7 | |
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?
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| | A) | Long life span
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| | B) | Flexibility
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| | C) | High quality reproduction capabilities
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| | D) | Extensive penetration
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| | E) | Demographic selectivity
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| 8 | |
For newspapers, the _____ zone is the market outside the city zone whose residents regularly trade with merchants in the city zone.
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| | A) | metropolitan statistical activity (MSA)
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| | B) | retail trading
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| | C) | consolidated market of sales activity (CMSA)
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| | D) | marketing/selling activity (MSA)
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| | E) | suburban
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| 9 | |
To make newspapers more comparable to other media that sell space and time, the newspaper industry uses _____ to determine advertising rates.
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| | A) | standard advertising units
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| | B) | flat rates
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| | C) | media comparative rates
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| | D) | standardized ad sizes
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| | E) | open rates
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| 10 | |
Which of the following statements is true about how newspapers are attracting and retaining readers?
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| | A) | Marketers expect the growth of Web sites such as MySpace and Facebook usage to increase newspaper readership.
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| | B) | Many newspapers are now available free online.
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| | C) | One positive trend is the increase in newspaper readership among women and young adults.
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| | D) | The percentage of U.S. households that receive a daily newspaper has increased by 20 percent since 1980.
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| | E) | Newspapers are reducing spending on marketing research and concentrating on frequency.
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