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| 1 | |
Media buyers can exercise their creativity by developing ingenious, sophisticated ways to integrate the advertiser's print media efforts into the whole creative mix. |
| | A) | True |
| | B) | False |
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| 2 | |
CMO magazine, which is read by chief marketing officers in a variety of industries, is an example of a horizontal publication. |
| | A) | True |
| | B) | False |
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| 3 | |
One of the advantages of newspaper advertising is its timeliness. |
| | A) | True |
| | B) | False |
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| 4 | |
The preferred position near the top of a page or the top of a column is called a head position. |
| | A) | True |
| | B) | False |
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| 5 | |
When Eddie finishes reading the copy of Car & Driver he purchased gave the copy to his neighbor Ben. Ben is part of the magazine's: |
| | A) | secondary readership |
| | B) | secondary communications network |
| | C) | derived readership |
| | D) | primary circulation |
| | E) | subsidiary target audience |
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| 6 | |
Signs of the Times magazine is a business publication aimed at people who create and manufacturer signs worldwide. It is only sold through subscriptions. Therefore, Signs of the Times is an example of a(n) _____ business magazine. |
| | A) | flat-circulation |
| | B) | paid-circulation |
| | C) | controlled-circulation |
| | D) | fixed-circulation |
| | E) | variable-circulation |
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| 7 | |
Which of the following is one of the reasons why an advertiser would decide to use newspaper advertising rather than some other medium? |
| | A) | It has a long life span. |
| | B) | There is no overlapping circulation problems. |
| | C) | It offers high production quality. |
| | D) | It offers geographic selectivity. |
| | E) | It has no clutter. |
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| 8 | |
Most national newspapers charge: |
| | A) | contract rates |
| | B) | open rates |
| | C) | earned rates |
| | D) | combination rates |
| | E) | flat rates |
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| 9 | |
Baker Industries manufactures a portable band sawmill for cutting logs into lumber. If it has paid an ROP advertising rate to Timber Line, a newspaper targeted to people in the timber industry, this means its ad: |
| | A) | will be found above the newspaper fold |
| | B) | can be found in the classified section |
| | C) | can be placed in any newspaper section and on any page |
| | D) | will be placed on the back cover |
| | E) | can only be placed in the newspaper in off-peak months |
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| 10 | |
When advertisers place an ad, they submit a(n) _____ to the newspaper stating the date(s) on which the ad is to run, its size, the desired position, the rate, and the type of artwork accompanying the ad. |
| | A) | Gant order |
| | B) | MRP order |
| | C) | proof copy |
| | D) | tearsheet |
| | E) | insertion order |
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| 11 | |
Which of the following statements provides a good guideline for someone who is unsure of what works best in print advertising? |
| | A) | Negative headlines are just as efficient as positive-oriented ones. |
| | B) | Uncaptioned pictures are effective attention-getting devices. |
| | C) | Do not print copy in reverse type. |
| | D) | Avoid long headlines. |
| | E) | Use complex layouts. |
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