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Exam 11: Print Advertising

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Question 41

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Which of the following are two types of ads placed in the middle of magazine pages and surrounded by editorial matter?

A) Island halves and gatefolds
B) Gatefolds and inserts
C) Quarter-page units and half-page units
D) Junior units and island halves
E) Junior units and inserts

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Question 42

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What is a short rate?

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An advertiser who contracts to buy a spe...

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Question 43

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List six benefits an advertiser can receive by incorporating newspaper media into its creative mix.

Sunday supplements are distinct from other sections of the newspaper in that they:

"Brand Packaging" and "Flexible Packaging" are magazines designed to appeal to anyone who makes packaging decisions for the manufacturing or marketing of consumer goods.These magazines are examples of _____ publications.

Newspapers that offer volume discounts have flat rates and contract rates,but no open rates.

The ad for Cole-Haan sandals is in the middle of the magazine page and is surrounded on all sides by an interview with author Jeffrey Deaver.The ad occupies about 40 percent of the page.What is the name given to this type of special advertising? What would it be called if the ad was enlarged to cover 75 percent of the same page?

What is the difference between a paid circulation and a controlled circulation magazine?

Every issue of "Trucker's Connection" magazine contains a full-page ad that describes employment opportunities at Schugel Trucking.What kind of discount will this advertiser most likely receive from the publisher of this magazine?

How is advertising in directories similar to other print advertising? In what major way does directory advertising differ from other types of print advertising?

"Lloyd's List" was founded in Edward Lloyd's London coffee shop in 1734;it is still published as a daily business newspaper.How would you categorize this newspaper?

A short rate is the difference between the controlled rate and the earned rate for the actual inches run.

The broadest classifications of magazine content are consumer magazines,farm magazines,and business magazines.

The reach of magazines:

One of the advantages of using newspapers as the advertising medium of choice is geographic selectivity.

Which of the following statements about dates that affect purchases of advertising in magazines is true?

An ad for Double-H brand Boots on the back inside cover of "Western Horseman" magazine would be on the second cover.

Calculate the cost per thousand (CPM)for "North Georgia Living" magazine if the full-page rate is $750.00 and its circulation is 30,000.

"Meat Marketing & Technology" is mailed free to a selected list of individuals who the publisher feels are in a unique position to influence the purchase of the merchandise it advertises,such as meat slicers and packaging trays.It is distributed on a(n) _____ circulation basis.

"Lumberman" is targeted at people who use and operate sawmills.The publication is only read by people in this field and is,therefore,an example of a(n) _____ publication.